Service Design and Animation.pptVIP

What is that? N.B. IPR are asserted on the contents of this presentation by Du Services CIC and associates in the Du-IT Consortium. Ring 0845 4501251 or email transport@du-services.co.uk for details. Supply Side Design As a bus company my priority is: Getting a vehicle to the bus stop on time Secondary Priorities Clean Bus Polite Driver Pre-Requisites Route to be Profitable Legal Requirements Safety Demand Side Design As an individual my priority is: Different on every journey. But may include Cost Reliability Speed Comfort Accessibility Variability To put it another way (Efficiency + Effectiveness) + (Usefulness and Usability) = Desirability E2+U2=D live|work Growth – Profits or Share? In a Static or Declining Market: Market Share Profit In a Growing Market Profit Market Share To improve Market Share Greater focus on Secondary Priorities: Improved “Soft” Service Levels Cleanliness Helpfulness Quicker More Available More Accessible What is wrong with that? A Faster Donkey? Do we know what we want? If I had asked my customers what they wanted, they would have said a faster horse.“ - Henry Ford The Blueprint Identify “Touchpoints” along service timeline Add Sensory Experience Add Current and Projected Resource Implications Example Blueprint:Making a Bus Journey Example Touchpoint:Waiting for a Bus Sensory Experience Wet No roof Unsafe No Lighting Graffiti Unsure No Timetable Design Interventions Roof Lighting Remove Graffiti Timetable So why . . . . . . do we not have roofs, lights and timetables at every bus stop? COST – obviously But we seem content to provide a service which causes people to get wet, feel unsafe and unsure. What is the cost of that? What can Design bring? Whole System approach from User perspective Design around Touchpoints. Desirable Sensory Experience is a pre-requisite. Maybe we provide an alternative to bus stops Alternatives to Bus Stops Flexible Pickup Points Home Pickup Combine with Cafés and other indoor venues