Hangover Heroes - Poster Presenation

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DPSS GROUP 2 AUTUMN 2014 ASPIRE

KNOWLEDGE

ORGANISATIONS

CRITICAL FACTORS PRICE Budget / Luxury

CUSTOMER EXPERIENCE Unique / Scripted

RESPONSIVENESS Quick / Slow

VALUE GENERATION Co-production / traditional

PEOPLE PRODUCT

TECHNOLOGY

Aspire produces high quality vacuum cleaners, in the high price range. In order to reach new markets, Aspire decides to create a new service, in which vacuum cleaners can be hired for a limited time. With this service Aspire intends to reach young people, students, people living in small apartments, or people renting apartments for a short period of time. Aspire, a producer of high-quality vacuum cleaners, wants to develop and implement a new service in order to reach new markets. The service will enable people to hire vacuum cleaners for a limited time, and to offer their cleaning services on a digital platform.

The service will be built around their existing products, organisation, brand, knowledge and staff, and be co-created with existing as well as new customers.

BRAND

BRAND IDENTITY Brand / Generic

COSTUMER / USER ENGAGEMENT DIY / Full Service

POSSIBILITIES Few / Many

COSTUMER SATISFACTION Bad/Neutral/High

TIMING Availability / Wait

TIME Short term / Long term

EXPECTATIONS High / Low Spotless / Rough

ACTORS Few / Many

SERVICE/ PRODUCT DOMINANCE Service / Product

TRANSPORTATION Pick-up / Delivery

ASSURANCE QUALITY Low / High

MAPPING CRITICAL FACTORS In developing the new service, the following critical factors have been identified:

TARGET MARKET Niche / Mass

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DPSS GROUP 2 AUTUMN 2014 QUATTRO STAGIONI Based on the mapping of critical factors, we have defined the service complexity and the service management, as the two most important and determining ones for the quality and the nature of the service concept.

The service management refers to Aspire’s level of control over the service experience, which is essential to consider when designing a service with the aim of empowering private people to act as service providers.

The level of control is displayed as the vertical line in the model, ranging from Open to Full control. A range of the critical factors, such as the customer’s expectations, the price, the availability and accessibility of a distributor or provider, and assurance of quality, are all directly related to the level of control Aspire has over the service.

The service complexity ranges from Basic to Full cleaning service. The customer expectations, the price of the service, and the options for customisation, are all critical factors related to the service complexity parameter.

Using these two dimensions as our framework for ideation enables us to come up with a range of different scenarios and concepts, with different strengths and values, all with the most critical factors for determining the service quality in mind.

cheaper

OPEN SYSTEM

Hangover Heroes P2P cilent cleaning service combined with food delivery

AspireFlow User picks up VC from private person. Cleans her own place. Another user picks it up, cleans his place, and so forth. Facilitated

by Aspire, online.

BASIC

Aspire 2Go User picks up VC at shop. Cleans his own place. Returns it.

Aspire Clean Box Vacuum cleaner sharing system for students living in a dormitory

Movie theme cleaning Themed cleaning service.

Costumes and role play, for kids parties, etc.

VC Sharing Shared VC in neighbourhood Booking system Clean My Ride P2P Car cleaning Designated parking spots

AspireWave Boat cleaning at temporary locations, with Aspire equipment.

Click2Clean Office companies in need of cleaning reivate cleaners offering their services Aspire providing platform and VCs

AspireLibrary Select VC, pick it up, clean, return.

Different VCs to suit different needs.

Aspire 4 Hire You book a VC, have it delivered & clean yourself.

Dust Busters Aspire certified people clean your place.

FULL CONTROL

Cleanonymous Have a place cleaned.

No questions asked.

Aspire Cat Cleaners Have your cat vacuum-cleaned either in house or at Aspire.

COMPLEX

FindMyPrecious Aspire certified people clean your place and find your missing things in the dust.

Pro Clean 4000 Aspire Summer BootcampTraining & instructions expensive

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DPSS JONAS WENKE - GROUP 2 AUTUMN 2014 COSTUMER VALUE CONSTELLATION FOR ORDERING VACUUM CLEANING & FOOD Electro Market Sales Management

ASPIRE HANGOVER HEROES

Ordering vacuum cleaning

Restaurants food delivery service

Ordering food Personal recommendations

drive through service

new service concept combining vacuum cleaning with food delivery

SYSTEM ARCHITECTURE ASPIRE HANGOVER HEROES SERVICE EXPERIENCE

COSTUMER

SERVICE REGISTRATION

CUSTOMER

INTERNET INTERFACE

SERVICE INTERFACES

In order to develop and represent the service different tools were chosen. I started with the Customer Value Constellation to further investigate all customer’s options and building empathy with the user. Afterwards the Service System Architecture was used to define the structure and display the offerings as well as supporting processes.

The Service Blueprint depicts the different actors and stakeholders actions threw the service, both front- and backstage, focussing on both peer-to-peer parties.

Vacuum cleaner producer Aspire

In house service

food delivery online platform

Personal recommendations

DELIVERY & CLEANING TEAM VC PICKUP POINT

RESTAURANT

BACKSTAGE SUPPORT

Targeting young people as a new customer group the high quality vacuum cleaner producer Aspire creates Hangover Heroes.

This is a peer-to-peer service, combining a super-silent vacuum cleaning service with take-away food delivery.

It targets students and young professionals who party too hard. On the following day they therefore need both basic vacuum cleaning, in order to get the apartment clean and prepared for everyday life, as well as food to overcome the hangover. But at the same time these people don’t want to, or even worse, are unable to take care of these tasks themselves.

This is where Hangover Heroes steps in by providing other young people with a job opportunity threw a peer-to-peer platform.

Aspire store

Online platfom for vacuum cleaning

PICK UP POINT STAFF BACKEND SYSTEM

ORDER PLAN

ORDER TRIGGER

PURCHASE

FOOD PREPERATION

VACUUM CLEANER & FOOD PICK UP

FOOD DELIVER & VACUUM CLEANING

VACUUM CLEANER RETURN

RATE REVIEW

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DPSS JONAS WENKE - GROUP 2 AUTUMN 2014 ACTION Action

BLUEPRINT

Costumer Decision

Waiting point

Beginning of process

End of process

End of process

[no satisfying options]

receive food & VCleaning Login to service

FRONTSTAGE

CUSTOMER

select food &VC options

choose options

order

receive confirmation & pay

confirm rate

LINE OF INTERACTION

INTERNET INTERFACE

send login information

present service options

retrieve service info

present info & advice options

receive payment information

receive confirmation

select heroes

store Hero payment

store confirmation & release payment

pepare VC prepare food

Hand over VC receive payment

inform costumer

send order

BACKSTAGE

LINE OF VISIBILITY

send VC & food info

validate login info

BACKEND SYSTEM

safe data

VC PICKUP POINT RESTAURANT

receiveVC

LINE OF VISIBILITY

FRONTSTAGE

INTERNET INTERFACE

send login information

ask for availibilty

receive data

send confirmation, payment & rating

send instructions

LINE OF INTERACTION

DELIVERY & VACUUM CLEANING TEAM HEROES

Login to service

select timeframe & area

pick up VC & food

deliver 5th Poster

returnVC receive confirmation, payment & rating

DPSS JONAS WENKE - GROUP 2 AUTUMN 2014 This poster the in the Service Blueprint marked touchpoint RECEIVE FOOD & VACUUM CLEANING SERVICE - CONFIRM - RATE will further be investigated, focussing on the hungover customer’s perspective.

Displayed in the Storyboard are the steps the customer needs to do in order to get served as well as the way the heroes interact with the customer to guarantee a very quiet and respectful experience (e.g.: no ringing - rather sending message to a probably vibrating phone; handing over noise protection head phones).

5 1

2

3

STORY BOARD Receive message informing him about the Heroes arrival

Open door - Receiving & putting on noise protection head phones

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Confirm food delivery

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With the goal of uncovering weaknesses in the design and displaying the possible costumers actions as well as the consequences a Flow Chart was created.

The Heroes leave a clean flat and a sated person, who now can fully focus on physical recovery!

Eating while the Aspire Hangover Heroes tidy up & vacuum clean

Confirm cleaning service + rate Heroes

FLOW CHART

RECEIVE RATING ENCOURAGEMENT NO

ACTION

DECISION

RECEIVE MESSAGE INFORMING ABOUT HEROES ARRIVAL

OPEN DOOR

NO

YES

CONFIRM FOOD DELIVERY

NO FOOD DELIVERY & CLEANING SERVICE

YES

RECEIVE FOOD & CLEANING SERVICE

GETTING CHARGED FOR FOOD & FEE FOR HEROES, RECEIVE REST

CONFIRM CLEANING SERVICE

YES

RATE?

NO CLEARING PROCESS

YES

END