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Designing a New Service Idea
from hectic lifestyle of Millennial
to Refresh, Rejuvenate and Relax
New Service Design | User Need Identification | Service Blueprint | Service Prototyping
Millennials are stuck in separating the useful information from the irrelevant details.
Cut-throat competition made millennials towards sleep deprived.
Work-life is taking toll on the lifestyle of millennial.
Poor sleep and irregular sleeping patterns are associated with reduced productivity and creativity.
Mental stress and sleep deprivation have become major issues to millennial.
Lack of strategic sleeping behavior among millennials made helpless in separating the useful information from the irrelevant details.
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Scope of the project
We are a team of highly enthusiastic Strategic Design Management student at National Institute of Design, PG Campus who are on a journey to explore the essence of Service Design.
As a part of our New Service Design module, we are trying to propagate the importance of proper Sleep and intermediate Power Naps through enhancing all five senses to relax, rejuvenate and refresh. Our services are well designed to stimulate yours senses towards energizing you for long in your daily life routine.
Identifying the latent user
needs in a context
Translating need into service form
and defining core of the service
Our service took you with all your sensory relaxation, where you can feel and touch the outcomes through your senses as being energized. Three days offerings are placed to give you long lasting touch and feel of our service in your active life. Also, every another day you will get to feel the variation in the white noise environment which will help you in experiencing the border dimension of relaxation and energize.
Designing service interaction and touchpoints
Prototyping the ideas, assumptions and hypothesis in the service
Key Challenges
Identification of Latent Need
To come up with a New Service Design Idea. Identification of need.
Balancing the Service Offerings with Core
To align the meaning or importance of service with core as rejuvenated were tough to realize and experienced.
Resources & Materials
Procurement of resource and materials were challenge because of pandemic and limited access.
Capturing the Silence
Big problems with daily life noises from activities of people
Location & Space
Finding a silent space in close proximity were big hurdle for our service.
Realization of Need
Realization to choose right for wellness and need for fulfillment of his/ her in day to day hectic life.
Design Methodology
The research was priorly taken upon grounded theory methodology, wherein data systematically collected and analyzed simultaneously in groups. Investigating approach through different tools (given below) were constant to and fro between findings and validation. The translation of need into service concept was further validated through simulations and multi-stage prototyping. Service blueprint was an essential roadmap for prototype.
Phase 1
Phase 2
Phase 3
Phase 4
Need Identification
Explorative research
Tools used:
1. Graffiti Wall
2. Card Sorting
3. Observational Study
4. Lottery Box
5. Semi-structured Interviews
Finding Service Core
Persona Mapping to understand the target users
Structured Interviews for knowing the gaps with different types of personas
Service Form
1. Service Form
2. Service Persona
3. Branding
4. Service Idea and Key Features
5. Service Blueprint: sequencing, interactions and touchpoints
Prototyping & Iteration
1. Prototype Sequence
2. Prototyping Materials
3. Prototype Sessions and Iterations
Phase 1
Need Identification
Explorative Research | Latent Need
We began the process of need identification by using multiple research techniques, which narrowed down within the selected boundary subsequently with each method pursued.
Graffiti Walls
What do you miss? What do you need? What do you wish? asked on campus crowed at common cafeteria where people can walk and write their thoughts.
Lottery Box
To ask people to keep their Wishlist based on their immediate needs in the lottery box.
Card Sorting
Total 17 emotions expressed through words like Happy, Stress, Lonely etc. to ask people on choosing relevant words they want to keep in their life and not to.
Observational Study
All the discipline studios, faculty lounge, labs, common gathering space like library, cafeteria, auditorium, amphitheater were captured to get the behavioral patterns of students, faculty and other staff.
Semi-structured Interviews
Students, faculty and other staff were asked about their daily activities, What things they are missing? and What are add on to their productivity and well being on campus.
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Graffiti Wall
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Lottery Box
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Observational Study
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Analysis
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Card Sorting
Key Findings
Access to outside
Boredom
Work-life balance
Lack of bonds
Community engagement
Emotionally alienated
Lack of peace of mind
Overburdened
Need of a break
Restless
Lack of time
Me time
Unfocused
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More than 70%
Distress
Mostly, students were accepted and noticed their life in chasing for curiosity, overburdened in their schedules planning, restless in work life balance which in the end disrupting their sleep cycle badly
Millennial's are getting less and
less of the restorative sleep they need
Less than 30% students were seen at breakfast on weekdays but, during weekends ratio drastically shifted
Least number of people engaged in gymnasium in the morning. Also, not much involved in physical activities
Lack of interaction between students during weekdays, were mostly students take breaks for short
Mass were found with different alarm timings on different hours and mainly during evening
Need Evidences
Phase 2
Finding Service Core
Contextual Research | Persona Mapping
For further validations in the direction of findings gaps for core need, we have prepared some directional questions from our service hypothesis and assumptions. Next is to develop different personas for mapping our target users of identified latent need.
Structured Interview
With master's students from various design disciplines, faculties and other staff members.
Persona Mapping
To identify our key people, who seeks for betterment or either know or wanted to know upon our latent need.
Literature Review
for more Scientific reasons & approaches on backing our latent need clarity and scopes.
Gaps Identification
During structured interviews with students, faculties and other staff persons such as security guard, we tried to know their importance of sleep in their lifestyle by asking some of the directional questions which aimed to quest for gaps in their lifestyle. Interviews conducted with 5 students of different disciplines, 3 faculties and 3 other staff members.
Faculties
1. Lack of rest spaces inside the campus where many of areas occupied by students recreational purposes.
Students
1. Weekends are the only way to complete their sleep cycle.
2. Where many admitted upon fear of taking nap breaks during noon time of not waking up at right time or feel more sleepy after naps.
3. Identified lack of Infrastructure for rest oriented places inside the campus.
Other Staff
1. Taking breaks in between working ours is taboo especially when it is for taking nap breaks.
Sleep Habits: Personas
Go-getter
Student of National Institute of Design, Gandhinagar
Goal: Maintain a consistent sleep schedule filed with high quality sleep.
Motivation: Sleeping consistently keeps her feeling healthy and energized enough to make the most of her day.
Conflict: College is full of tough decisions on what to prioritize: sleep, homework, exercise, time with significant other.
Attempts to solve: So far, maintaining a consistent routine has lead to consistent high quality sleep.
Settings/Environment: Hostel room, watch Netflix before sleep.
Techie
Student of National Institute of Design, Gandhinagar
Goal: He wants to be able to fall asleep quickly and sleep peacefully through the night. He wants this rest to transition into an energized morning.
Motivation: Getting 8 hours of sleep has always been important to him, and he knows the importance of sleep well is key to being productive during the day.
Conflict: He often finds himself being anxious and thinking about what he has to do the next day, when he is trying to feel asleep.
Attempts to solve: Adopted a breathing exercise routine before to fall asleep.
Settings/Environment: Hostel room, Tech savvy smartphone user.
Bookworm
Student of National Institute of Design, Gandhinagar
Goal: Get a healthier sleep lifestyle and be able to stay asleep.
Motivation: Good amount of sleep which can make her day asleep for chasing more readings and research.
Conflict: She is unsure of why it's difficult to stay asleep at night, and coffee in the morning often makes her unable to fall asleep at all.
Attempts to solve: "Not really" but she has downloaded a sleep tracking app.
Settings/Environment: Phone for social, reedings as break.
Service Core:
In such scenarios where work is the main priority of a person, there is no time given to mind relaxation. There is hardly any enjoyment left in our world that can heal our soul and mind as everyone is too busy chasing dreams. But if such conditions keep on prevailing, body and mind will never be relaxing. In order to give better work, one must give rest to the body and mind and repair the system of mental worries.
Core
Peripheral
Other
Phase 3
Service Form
Service Form | Persona | Branding | Service Idea | Service Blueprint
Due to the advanced development in education, health, technological, communication sector shows a great impact on society and culture . A diverse changes has been seen in the society in terms of lifestyle. Now people spend on more time on work than on themselves. As this has been well established by World Health organization that millennial of India are spending far more time on work then any other country . This leading to many health issues like mental health is a major concerns nowadays, people are having elevated stress level due to which they are less productive, attentive , efficient at work because they are continuously working for long hour and have no time to rest. . Our space where you can relax and rest for 30 minutes , without disturbing your working schedule. As this session as small as your lunch break ,easy to accommodate within your hectic schedule but has great impact on the mind & body. We are trying to propagate the importance of proper sleep and intermediate Power naps through enhancing all five senses to relax, rejuvenate and refresh. Our service are well designed to stimulate yours senses towards energizing you for long in your daily life routine .
Service Form
Refresh
Rejuvenate
Relax
Service Persona
Reader/ Bookworm
"Who loves to read and thinking positive investment of good sleep"
Naturalist
"Having importance of work-life balance and practice meditation"
Techie
"Keeps trend in pocket and conscious upon sleep tracking behavior"
Service Branding
The primary user group identified were the students, stressed and burdened with the ongoing campus activities. Followed by teaching and administrative staff and lastly the housekeeping staff. The interactions points were strategically placed and blended with the promotions. These were positioned in spaces where users were mostly alone with their thoughts.
Logo Components
Nap time, Refresh
Human, People, Focus,
Relax
Logomark
Tagline
Font
Montserrat Medium
Chennai Regular
Out-of-class advertising
Service Idea
Refresh, Rejuvenate and Relax Your Five Senses
Our space where you can relax and rest for 30 minutes , without disturbing your working schedule. As this session as small as your lunch break ,easy to accommodate within your hectic schedule but has great
impact on the mind & body. We are trying to propagate the importance of proper sleep and intermediate Power naps through enhancing all five senses to relax, rejuvenate and refresh. Our service are well
designed to stimulate yours senses towards energizing you for long in your daily life routine.
Key Features:
Sense of seeing
Sense of touching
Lighting system for calming the mood
Two fidget are Bubble
wrap and marble foot massager to reduce stress and not occupied
Sense of smelling
Sense of listening
Diffuser, infused with natural soothing essential oils to relaxation
A well equipped sound system with white noise for reducing stress
Sense of tasting
Chocolate after the session to boost the energy , since during the session our body temperature and adenosine drops leads to
sleep inertia
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Key Advantages:
Innovative Design offering convenience, comfort, privacy, relax and mindfulness
External noise reduction, with soothing and relaxing lighting and sound respectively
Space efficiency - relatively small space for effective snoozing
Comprehensive integrated features enhancements focused on the Hectic lifestyle of Millennial
Affordable and value added service for Educational Institutions
Service Blueprint
Phase 4
Prototype and Iteration
Prototype Sequence | Materials | Sessions | Feedbacks
In order to understand the application of our service concept we decided to prototype the synchronous segment of our service which requires human back end and front end support. Once the service blueprint was in place we put forward the hypotheses that we would like to validate by running prototype with the audience we were designing the service for.
To Validate...
Since the actual service is in the form of tangible and physical platform, where we decided to prototype a few assumptions during prototyping the service for our primary facts:
Would users find the value in taking our service?
Does the service meet their expectations?
Does the service create the research value?
How much users close to our service core?
Did the participants feel they were able to refresh, rejuvenate and relaxed with five senses?
Were we able to create "WOW" moments for the service users?
Will service value resonate with users through the prototype?
Did the prototype support the feedback process seamlessly?
Would users pay for this service?
Prototyping Sequence
The next stage was to align our planned sequence against the journey we expect the user to take. For this we added our prototypes anticipated journey on a blueprint to layout all the activities and materials that need to be planned for.
Prototyping Materials
For every phase of the prototype we crafted the materials based on the brand identity that was built. The aim was to show and enthusiastic, curious, supportive and professional service.
Service Experience Center Staging
1. Reclined chairs with ottoman
2. Sleeping pods
3. Lamps (sense of Sight)
4. Diffuser for aroma (sense of Smell)
5. Surround speakers (sense of Sound)
6. Bubble wrap (sense of Touch)
7. Chocolate (sense of Taste)
8. Marbles (sense of Touch)
9. Sign boards such as snap and snooze board, other directional purposes
10. Miscellaneous like pillows, cloths for curtains, wooden table standee, etc.
Experience Center Artifacts
1. T-shirts for agents
2. Bookmark for users as their service pass/ticket
3. Posters for placing as service awareness
4. Eye mask, Water bottles as service touchpoints
5. Payment standee for users
6. Pamphlet for service descriptions, service offerings and packages to users
Other Intangibles
1. Welcoming and greetings by notifying users with their registration confirmation on mobile messages to guiding at every stage of help
2. Trust and value by keeping their valuable things safely and fulfilling our promises
3. Comfort and satisfaction through users valuable feedbacks
Prototype Sessions
51
People were experienced our service in a week long prototyping
Snap & snooze received an overwhelming response from the National Institute of Design, Gandhinagar community (Faculties, Students and other staff) over a week long service run!
Feedback
Thank you for this experience. Needed this after a long day
Feel absolutely refreshed after the session. The ambient temperature and fragrance was lovely.
The marbles helped wake me up
It was good, sweet, just like good old memories I liked it
Really liked all the bubble wrap.
Best wakeup ever!
Transition was slow, it's surreal. Keep it for the rest of the Semester
Loved the aroma & eye mask. Great Ambience created inside
Testimonials
"Touched my soul to my loved ones. I feel refreshed and energized"
User 1
