PROJECT BRIEF:
Time: 6 Weeks | Work Force: 3 Designers
Role: Research, Data Analysis, Visual Production, Design of New Services, Project Mangement
FOCUS:
Study the "personal printing process" to help improve the customer-employee relationship.
SITES OF ENGAGEMENT:
Primary:
Secondary:
TECHNIQUES USED:
In order to gain a rich understanding of the current print experience at Creative Approach we implemented a broad range of service tools.
Cultural Probes, Participant Observations, User Personas, Affinity Charts, Service Blueprints, Models (physical, artifcat, flow, cultural), and Infographics.
Contextual research being conducted onsight at Creative Approach.
AFFINITY CHARTS:
1 of 2 major breakdowns of the employee/customer interaction category - Grand Scheme (planned) vs Everyday (unplanned/ instance specific) store interactions and activites.
Observed parallels between educational and technical protocols. Specifically the customer intake system in relation to information and payment.
PERSONAS:
Based on the data gathered from our field work and affinity charts we created multiple personas that defined both cutomers and employees. We then made one general persona for each category. The first persona seen below is the student followed by the employee.
INSIGHT:
Grand scheme business motives definitely differ in the everyday interaction. There is preferential treatment being given to businesses, even though Creative Approach's main demographic is SCAD students.
INFOGRAPHICS:
Affinity Based Data & Insight
This model captures the cultures and influences that effect how work is doen. The culture is composed of the student, professor, parent, and employee. The graphic reflects relationships and interactions.
This graphic is intended to help Creative Approach prioritize which problems to fix. Customers biggest complaint is color accuracy at Creative Approach and number of employees at FedEx.
The graphic breaks down Creative Approach's ideal business model versus what actually happens. The insight here is the confusing nature of intentions vs. actions.
The most important insights here are the interactions and information for customers. The graphics highlight why customers come in along with what can really ruin their experience.
SOLUTION: FLOW
Customer Intake / Information System
FLOW is an online and in-store service that provides a "live view" of the floor and general layout of Creative Approach. The service gives customers an idea of how busy the store is before they arrive.
After selecting an appointment time, the customer would be taken to a screen prompting them to provide more information about their project. This will help form a more consistent schedule for employees.
With the two options, employees will know exactly what to expect when they get to that customer and customers will know they're being helped in the order in which they submitted their request.
FINAL INSIGHT:
If incorporated FLOW could solve many of the problems associated with creative approach. FLOW would bring much needed order to the customer in-take system. With an integrated information system Creative Approach could finally manage custormers, employees, and their hardware more efficiently.
