SERVICE DESIGN + TOURISM 2013 Service Design Toolkit and Conference Analysis
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RCAD BUSINESS OF ART + DESIGN
SDT 2013
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CHECK US OUT: TOPICS IN BU., FALL 2013, CLASS OF 2014 WORKS WITH SDT 2013 Service Design + Tourisim Conference 2013 brings together business leaders, designers, tourism professionals and academic faculty who are involved in the development, delivery or management of service innovation and customer experience. The following is an analysis of key factors in the success of SDT 2013, through the application of strategic business tools we learned in Topics of Business, Fall 2013, under Professor Steve Diasio.
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WHAT’S INSIDE 9
SDT 2013 Stakeholder Maps
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Intention + Motivation Matrix
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Customer Journey Maps
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Customer Storyboards
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Research + Outreach
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Credits + Closing
RCAD BUSINESS OF ART + DESIGN
SDT 2013
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SERVICE DESIGN + TOURISM STAKEHOLDER MAPS Stakeholder maps allow us to identify and analyze relationships between groups of or individual stakeholders and the impact these may have on a given project or company and each other.
existed between each internal and external stakeholder and analyzed the impact they may have on each other.
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STAKEHOLDER KEY MCI–Organizing Committe
Sponsors The Ringling, AtLarge, SRQ Airport, Feld, Gulf Coast Community Foundation
Speakers
Volunteers
Ringling College of Art + Design
Catering
Public Safety
Transportation
Media
Hotels
Attendees
Ringling Students
Airline Companies, Car Rental, SCAT
Marriot, Hyatt, Ritz, and similar
RELATIONSHIP KEY Emotional Connection
Internal Stakeholders
Value Exchange
External Stakeholders
Information Exchange
Stakeholders that act as a unit are colored green
RELATIONSHIP DEPICTION EXAMPLE Ringling Students have 4 connections/exchanges: • A value exchange with MCI + RCAD • Exchange information with Speakers • Have an emotional connection to Speakers • A value exchange with Public Safe
SDT 2013
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STAKEHOLDER KEY MCI–Organizing Committe
Sponsors The Ringling, AtLarge, SRQ Airport, Feld, Gulf Coast Community Foundation
Venues
Volunteers
Ringling College of Art + Design
Catering
Public Safety
Transportation
Media
Hotels
Attendees
Ringling Students
Airline Companies, Car Rental, SCAT
Marriot, Hyatt, Ritz, and similar
RELATIONSHIP KEY Internal–Service Provider
Internal Service Provider
Connected–ternal–conected to the service provider
Interacting Stakeholders
Highest value
Medium Value
External–completely external provider or non–provider to service provider
External Stakeholders (no outline)
Low Value
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PERSONA PROFILES Atendee and participant personas serve as examples of atendees and into our audience that allows us to better understand who we are targetting and how to do so. We created 9 personas, each representing one of the stakeholder
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PROFESSOR GILLET
Graphic Design Professor at Ringling College
“I want to learn more about the service design industry, so that I can pass that knowledge on to my students.”
GENERAL INFORMATION Origin: CT Age: 45 Status: Married Children: 2 Wage: 70k-80k Current Location: Sarasota, FL Education: MA in Graphic Design Hobbies: Hiking, coaching soccer for his kids Professor Gillet found out about SDT through a Ringling College email blast.
MOTIVATIONS Recently, Professor Gillet read an article on changes in the design world. He wishes to attend SDT to learn more about the demands of the service industry in order to design his lectures around such demands. Professor Gillet wants to attend to further develop his understanding of modern trends and to meet more designers and people in the service design industry.
GOALS • Learning about the service design industry to better impart lectures • Networking
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BERNARD PRETZEL Student at New College of Florida
“Psyched about meeting this guitar dude, can’t wait to listen to more of his catchy, hilarious tunes.”
GENERAL INFORMATION Origin: FL Age: 20 Status: Single Children: 0 Wage: N/A Current Location: Sarasota, FL Education: High School Diploma Hobbies: Baseball, video games, digital Filmmaking Bernard Pretzel was required to attend by a college professor.
MOTIVATIONS Bernard is hoping to meet more young students like him with whom he may collaborate on projects in the future. He is also interested in meeting some of the speakers who he looked up when the conference was announced and is intrested in learning more about their career paths. Ultimately, Bernard if motivated to attend because of a video he found online.
GOALS • Meeting some speakers • Networking • Meeting other students
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RCAD BUSINESS OF ART + DESIGN
ROSE STONE Product Design Manager
“I believe it is important to learn about what is changing in the world to produce meaningful design.”
GENERAL INFORMATION Origin: NY Age: 32 Status: Single Children: 0 Wage: 50k-60k Current Location: New York, NY Education: BA in Product Design Hobbies: Documentaries, running, celebrity gossip Rose Stone found out about SDT through a colleague.
MOTIVATIONS Rose attended the conference the previous year and was very impressed by the speakers and the outcome. As a product designer, Rose likes to keep up with attend to learn about what is going on in the industry and how she can apply it to her work.
GOALS • Learning about changes in the industry • Networking • Seeing old friends • Meeting people in the SRQ area to collaborate with
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RONALD TUFF
Ringling College of Art and Design Trustee
“Wonderful things are happening at Ringling College that are relevant in the service design industry.”
GENERAL INFORMATION Origin: FL Age: 75 Status: Married Children: 2 Wage: 200-300k Current Location: Sarasota, FL Education: BA in Environmental Science Hobbies: Gold, art museum, Turner classic movies Ronald Tuff a trustee of the institution hosting SDT.
MOTIVATIONS Ronald helped launch SDT, which he believes is a great way to proote Ringling College and its many programs. He also believes that as a member of the board of trustees it is important for him to show his support by being present, since he helped launch SDT.
GOALS • Creating awareness of the College’s new business program • Networking
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CHELSEA STEWART Booker High School Student
“I really want to attend Ringling one day and believe this is a great way to meet students and faculty.”
GENERAL INFORMATION Origin: NC Age: 16 Status: Single Children: 0 Wage: N/A Current Location: Sarasota, FL Education: In High School Hobbies: Motorcycles, website and app design Chelsea Stewart found out about SDT via school email blasts.
MOTIVATIONS Chelsea wishes to attend SDT to become acquainted with students and faculty. She is also interested in web and app development and design and believes many other designers and individuals with similar interest will attend. Chelsea is also looking forward to meeting people that may help he make the right career decision after she completes high school.
GOALS • Networking • Meeting Ringling Staff and Students
SDT 2013
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GARY O’TOOLE Hotel Manager, New York, NY
“The service design industry has become increasingly important in the past years, and we should all be part of it.”
GENERAL INFORMATION Origin: NY Age: 38 Status: Single Children: 0 Wage: 200-400K Current Location: Los Angeles, CA Education: MA in Market Development Hobbies: Traveling, sports cars, anthropology, design Gray O’Toole will be speaking at SDT.
MOTIVATIONS Gary hopes to share bits of information at SDT that may help others see how service design affects us all and can be an integral part of many lives. He hopes collaborate on large scale international projects.
GOALS • Speaking at SDT • Networking
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RCAD BUSINESS OF ART + DESIGN
RON DIAMOND Retired Local Business Owner
“As a small restaurant owner, I believe I can learn much at SDT.”
GENERAL INFORMATION Origin: FL Age: 65 Status: Married Children: 1 Wage: 100k-120k Current Location: Sarasota, FL Education: High School Diploma Hobbies: Enjoys watching MSNBC with his wife, running his business Ron Diamond read about SDT on Facebook.
MOTIVATIONS Ron wishes to learn more about service design and how he can apply it to his small restaurant in Sarasota. He is also motivated to attend to meet others who are part of the service industry community in Sarasota. Ron has just become familiar with social media, and is hoping to meet a student who can be his social media manager.
GOALS • Learn about service design • Meeting Ringling Staff and Students • Hire a student • Meet other members of the SRQ service design community
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TERRY TYSON Ringling College President
“Our campus is a fantastic place for SDT 2013 and we are very excited to be a part of it.”
GENERAL INFORMATION Origin: WA Age: 60 Status: Married Children: 2 Wage: 200-300k Current Location: Sarasota, FL Education: Juris Doctorate Hobbies: Sail on his boat, enjoying time with his family Ronald Tuff is the president of the institution hosting SDT.
MOTIVATIONS Ronald helped launch SDT, which he believes is an excelent opportunity for his students to learn more about the service design industry. He also believes it is a great opportunity for the world to become more aware of what the campus is offering and the many wonderful things taking place at Ringling College.
GOALS • Creating awareness of the College’s new business program • Networking • Meeting prospective employers for students
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RCAD BUSINESS OF ART + DESIGN
JESSICA RICE Reporter for SRQ Magazine
“I love writing about Sarasota and I know this will make a fantastic story that will interest many of our readers.”
GENERAL INFORMATION Origin: FL Age: 38 Status: Single Children: 0 Wage: 50k-55k Current Location: Sarasota, FL Education: BA in Journalism Hobbies: Photography, writing, and blogging Jessica Rice was assigned to cover the event.
MOTIVATIONS Jessica wants to learn about service design in Sarasota and how it is relevant to her community of readers. She also wants to meet other professionals in the area and learn about their perspective on the subject. Jessica also want to
GOALS • Learn about service design • Collect date and material for her article • Meet other members of the SRQ service design community • Network
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STAKEHOLDER INTENTION + MOTIVATION MATRIX The Stakeholder Intention + Motivation Matrix provides examples of relationships between our stakeholders and how their relationship can between different levels of stakeholders internal and external to the service. Intentions can be positive or negative. The three stakeholders we have chosen to work with here embody the SDT conference and their relationships are crucial to its success.
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STAKEHOLDER KEY MCI–Organizing Committe
Ringling College of Art + Design
Speakers Hotels
Marriot, Hyatt, Ritz, and similar
SDT 2013
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CUSTOMER JOURNEY MAPS The Journey map takes one stakeholders experience in interacting with the product and describes it in full from beginning to end. In this particular case how our stakeholder came to discover the SDT conference, become a part of it, and the steps following the event.
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RCAD BUSINESS OF ART + DESIGN
BERNARD PRETZEL Student at New College of Florida
“Psyched about meeting this guitar dude, can’t wait to listen to more of his catchy, hilarious tunes.”
Bernard is sitting at home in Tampa when he comes across the United Breaks Guitars video on youtube. After watching it, he search on Google leads him to the Dave Carroll’s website where he is lead to the Carroll’s blog. As he’s reading bits and pieces of called the Service Design Conference. So he clicks on the link and gets to the SDT homepage. He scrolls through it and watches the video on the website as well. Now he’s really interested and workshops and the keynote speakers. He then decides that if to attend; especially since it’s only an hour away and close to his campus. So he goes on to the SDT2013 website and gets more information about this year’s event. Once he makes up his mind, tion through e-mail. Now all he has to do is wait until November 7th to attend. When the day comes, he goes onto the website again and takes a copy of the map to get to Ringling. He gets into his car and drives to Sarasota. When he arrives at the venue, he parks his car in the designated parking lot and enters Ringling for his adventure to begin.
SDT 2013
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START
Bernard is home, watching the United Breaks Guitar video, and loves it.
A quick google search leads him to Dave Caroll’s blog, where he learns about SDT 2013, happening in SRQ.
When Nov. 7th comes, he goes to Ringling’s website to print a map and tickets.
He buys tickets online and waits for the big date.
He checks out the SDT 2013 website, and is now very interested.
When Nov. 7th comes, he goes to Ringling’s website to print a map and tickets.
Arrives at Ringling, parks and starts to enjoy his new adventure in service design.
FINISH
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RCAD BUSINESS OF ART + DESIGN
START
Goes upstairs and checks out the SDT website.
to Sarasota, is picked up and spends the night at his hotel, resting.
SDT 2013
After a night walk, Gar y checks his mailbox.
Emails SDT wi th some FAQs about the event.
He is picked up and driven to RCAD where he delivers his speech.
Among his envelopes, he
Accepts the invitation to be one of the speakers.
FINISH
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GARY O’TOOLE Hotel Manager, New York, NY
“The service design industry has become increasingly important in the past years, and we should all be part of it.”
Gary is a general hotel manager in who has been recently relocated to manage the hotel’s branch in New York. One night when after taking a walk in the city, he gets home and goes to his mailbox to check and see if he’s gotten any mail. Going through the few envelopes that he has received he notices one that is not inside from the Service Design and Tourism group. After reading invited him to be one of the keynote speakers at their upcoming event in Sarasota, Florida. When he gets into his apartment, he goes online to do more research about it. He goes to their home starts to asking some questions. He e-mails the SDT group and
info later on. When the day comes he calls a cab to get to the is picked up and taken to his hotel room to rest and get ready for the big day tomorrow. The next day, he is picked up from his hotel and brought to the event where the adventure
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SDT 2013
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CUSTOMER STORYBOARDS The storyboard is a visual expansion of the customer journey map. It is simply the tool used to give he customer map more clarity and enable the viewer to understand the step–by–step process.
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RCAD BUSINESS OF ART + DESIGN
BERNARD PRETZEL
Bernard is sitting at home, watching videos on youtube. He comes across Dave Caroll’s guitarr video that leads him to the SDT 2013 website, which immediately grabs his attention.
When the day comes, Bernard drives down from Tampa to Sarasota and arrives at RCAD.
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tickets. Cha ching!
MARAAAWW!
Bernard enjoys the keynote speakers, meets new people and makes connections.
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SDT 2013
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RESEARCH + OUTREACH You can never assume that you know everything about your customer. Research is an essential step to gain insight into your customer and how they will interact with your service or product. We established personas by researching representatives from each level of stakeholders involved with the conference. In doing so we contacted and spoke with possible attendees to gauge their interaction with the conference. Then we researched the speakers and videos/articles of the previous SDT conference in Europe. This gave us a deeper understanding of the planning and execution involved with this event. We also met with one of the events organizers to better understand their goals and what they wanted to accomplish. Additionally potential student volunteers were interviewed to see what the perception and intentions were at the student level. Last but, not least we looked at the sponsors of the event since they are an extremely important contributor to making this all possible.
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FIN.
SDT 2013
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CREDITS + CLOSING Through the exploration of a service design toolkit and SDT 2013,
motivational matrix taught us about how relationships between explored a service or product through the customer’s experience with it, while the storyboards visually represented the itinerary. This toolkit assisted in our educated insights into the Service Design Conference. Through observation and actual interaction, we feel that the improvements that could be made for future conferences lie in none other than the design of the conference itself. Our main suggestions would be to advertise more about the conference and then choose a larger venue to cater to the growing interest in the study of service design. We believe the conference succeeded on many levels including enlightening the participants about the many different arguments and topics within service design as well as how the strong
Because Service Design is multi-disciplinary, it is not about a singular skill set. To design successful service experiences takes a combination of business, research, strategy, design, etc. As Charles Darwin once said, “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”
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RCAD BUSINESS OF ART + DESIGN