CCT333_Lab+9


 * CCT 333 Tutorial 9 Wiki Questions: **

//1. According to the slideshow by Sylvain Cottong, who is an employee at [|http://www.integratedplace.com], describe the tools and methods of 'service design' (2 paragraphs). //

//2. From your personal experience, what would be a scenario in which these methods would be useful? (2 paragraphs) //

1. Based on the slideshow by Sylvain Cottong, she considered the employees at [|http://www.integratedplace.com] are designer thinkers and she believes that everyone is a designer. In addition, the employees have a certain skills set that includes empathy, integrative thinking, optimism, experimentalism and lastly, collaboration. Empathy means to envision the world from different perspectives, to view the world as a different person. Integrative thinking involves a process in which you don't entirely rely on analytical processes. Optimism is having hope and faith that a problem can be resolved, no matter how challenging it may be. Experimentalism involves the design thinkers to to think beyond the constraints presented and lastly, collaboration involves combining ideas to increase the complexity of products and services.

According to Cottong the tools and methods associated with service design include ethnography, user studies and personas. Basically they are tools and methods used in order to identify, discover and understand the service context and the individuals are that using it. Another one is customer journey mapping, which is maps out visually how consumers experience, use and perceive the service interface over time. The diagram clearly outlines what the feelings of the consumers towards the product and the service solutions that can be offered to rectify any issues.Another tool and method of service design is customer blueprinting, it allows quantitative description and critical service elements which include basic attributes such as time, logical sequences and process.Customer blueprinting also states the time and place services take place in.In addition, another tool and method is ideation, context mapping and participatory design. This involves users to get involved in a workshop instructed by a tutor. The workshop reveals the conscious and latent needs, hopes and expectations and much more involving the user. Lastly another tool and method is service prototyping which involves the construction of actual story boards, scenarios and storytelling through real life situations.

2. From personal experience, a scenario which I believe these methods can be applied is to my marketing plan that needs to be created for my CCT322 class. We need to create a market plan for a new IT product or service. We have chosen to create a marketing plan for 3D TV's, by applying these types of service design method and tools we can truly understand our market. We can decide who our target market segmentation is and decide how we can make the product appealing to them based on their conscious and latent needs. These tools and methods will help use understand our consumers on a deeper level. Ultimately, this will lead to a successful marketing plan.

I feel that the customer journey mapping will be very effective in order to depict and issues that the consumers may currently have with 3D TV's and then based on that we can determine how we will to market the product in a way where the pros concerning the product outweighs the cons. Unfortunately, with such little time and limited resources we would be unable to use the tool and method of ideation, context mapping and participatory design. But if we weren't time constrained we could hold a workshop or perhaps a testing involving the users watch and use the 3D TV's and get back feedback on how they like or don't like the TV's. We could simply take a couple of individuals to a BestBuy and Future Shop and have them actually use the TV and monitor them as they use the 3D TV's and take notes. The notes can then be taken into consideration when putting together the marketing plan, because we do want 100% customer satisfaction and we do want to make advertisements involved in our marketing plan true. Therefore, getting actual feedback from real users will be helpful.