1555030
 

SERVICE DESIGN

Experience-based service for rejuvenation via self- exploration

Project Context

Inner Space was designed as an experiential service to provide an opportunity and space to rejuvenate, explore and reflect. In the context of the average life of the student at NID, we identified a core need to rejuvenate to break the monotonous and hectic cycle of work and academic pressure. In this scenario, it is very difficult for a student to reflect and introspect on some of the most essential questions that he needs to ask himself to remain in sync with his own needs. 

The service was designed to create a space with elements and activities to take the user into a journey of self-exploration which would help them connect with their ‘inner space’ - thoughts, desires, fears, memories. Inner Space facilitated this exploratory journey by providing an option of individual experience, or a group experience (as a pair).

" knowing yourself is

the beginning of all

wisdom" - aristotle

Overview

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Defining Boundary

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Research Goal

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Service Tools

Location: NID, Gandhinagar
 

Users: On-Campus students

The research goal was to Identify the latent and apparent needs  of the selected user group and validate them.

• Persona

• Ecosystem Mapping

• Stakeholder Mapping

• User Journey Mapping

• Activity Mapping

• Service Pillars

• Business  Model

• Service Offering

• Service Composition

• Service Blue-print

TL;DR

Project Timeline

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1

2

3

4

5

6

7

8

8

9

Need Finding

Validation

Service

Conceptualization

Designing the

Service

Promotion

Prototyping

Re-defining

Documention &

Impact assesment

Scalability

Mapping

WEEK 1

WEEK 2

WEEK 3

WEEK 4 & 5

WEEK 6

Time Taken

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Shuffling between phases

Defining the need

For mapping the area of our service we conducted interviews, discussions, and surveys to identify needs within the defined contextual boundary that was the college campus. We parallelly also tried and mapped the latent needs of the selected user group. 

Understanding the context (NID Campus)

 

(Infrastructure, existing facilities, classes, etc)

Understanding the needs and requirements of the students on campus

 

(Latent and Apparent)

Research Tools |

Focus Discussions

Interviews

A day in a life

Unfocussed group


 

Data Structuring |

Day in a Life

User Personas

Gap Mapping (Data structuring)

How Might We (HMW)

Theme/ Categorisation

Hypothesis Generation

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User Personas

Helped to understand the user better
Map their goals, motivations, pain points, challenges and need.
Map potential service opportunity

Defining

Gaps

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• Lack of avenue/ facilities for
   rejuvenation (Access)

 

• Absence of meaningful
   recreation 

 

• Space and environment are
   Monotonous

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• Unaware about the frequency
   and the method to rejuvenate

• Lack of self- awareness and
   self- care and effort. 

• Only seek sensorial rejuvenation

• Poor sense of time management 

Infrastructure & Space

 

• Uncertain workload and  
    patterns.

 

• Finding like minded people
 

• Budgetary issues
 

• Barriers and distractions from
   knowing oneself better 

Behavioural

Personal

How Might We

&

Themes

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How Might We turn gaps into opportunities by asking questions that launch brainstorming. It helped break larger challenges into smaller actionable pieces. Themes helped us categorize the same into relevant groups.

Tools |

Affinity Mapping


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Need for a space/ means of rejuvenation surfaced to be a common pattern throughout the research

 

(Apparent Need)

Hypothesis

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Research Validation

Most preferred way of

Rejuvenating

on campus

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Challenges &

constraints in rejuvenating on campus

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Reasons for Rejuvenation

 

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Do not always find an appropriate space in the campus for rejuvenation

 

What the service can be?

(Establishing core need)

 

Lack of

Self- awareness

&

Self- care

 

Lack of

Meaningful

Rejuvenation

 

(Latent Need)

 

(Apparent Need)

 

Rejuvenation via Self- Exploration

Service Conceptualization

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CPM Model;

Core- Periphery- Magic

The service aimed at primarily providing a  self exploration experience, which could also provide sensorial rejuvenation via a space manifestation. 

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This onion ring model helped visualise the elements at the core and periphery of the service which were. It also mapped the 'Magic' elements of the service which was its Spatial Manifestation. 

Service Persona

This metaphorical technique helped represent and build the service attributes.
The nature of our service resonated with the archetype of SAGE.
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Maslow's Hierarchy of Needs

By strengthening connections and bonds between two people

By making the user realize their strengths and goals

The service attempted to cater the core human needs of 'Love and Belonging' and, 'Self- Actualisationbased on Maslow's hierarchy of needs. 

Experience Principles

The service should be
self- explorative and
self- enabled
The service should be momentary but, should have a sustained impact.
(The service should not feel like a time loss, rather again | The service should feel enriching)
The service should be consistent but, not homogenous
It should be customisable &
inclusive
(It should cater to every individual's needs and should be an curated experience)
It should have curated moments.
Experience principles as values helped to create a shared experience vision and maintain consistency across our team and work. They also helped us anchor our developments and stay true to our service core. 

Business Model

Canvas

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What?

A calming experiential service that would provide the user with a  platform where they can curate their own journey of rejuvenation via self- exploration.
It will help them to pause & gradually explore, reflect, introspect and connect better with one's self or their close ones.
It would provide them with a safe space where they could be honest, authentic, vulnerable while revealing and facing their goals, needs, blessings, desires, fears, and more.

SERVICE

People who are seeking some alone time or a safe space for rejuvenation.
Who would like to spend honest quality time with themselves and their close ones.
 
Who would like to take some time to connect with themselves and reorient their focus towards self.

For Whom?

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Service Identity &

promotion

We started off by listing the different attributes of the service. The branding had to communicate what we stand for and in conjunction with the archetype and the brand image.

Immersive | Journey | Authentic | Connect Unique | Within | Enrich | Rejuvenate 

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The name, 'Inner Space' resonated with the core of our proposed service which was to enable users to explore within one's self or their 'Inner Space' (In a more metaphoric and intangible way) 
It also clearly communicated the manifestation of the service which was via a curated spacial experience. (More literal & tangible) 
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Prime Element: A spiral symbolises a connection, a journey that unfolds inwards and leads one to its source which in this case means one's inner self. It also represents focus, direction and progress.

Colour palette & font

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Abstract forms, colours and fonts that are in sync with the attributes were chosen. Airy, pastel colours and illustrations were used to convey uniqueness and positivity associated with the brand.

Since we were adapting the communication material for offline and online purposes, 4 colourways of the logo were used.

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Promotion & Marketing

Promotions were started a week prior to the service launch i.e; the prototype. They unfolded in two prime phases.

Phase 1

The service attributes were highlighted in the communication material in order to create a buzz and generate curiosity

We targeted areas in the campus where most of the users spend free time and spots that have high probabilities of recall conversion.

Primary Medium of Online Communication chosen was instagram, since most of our target audience were active on this platform.

Phase 2

Special Invites for selected few were handed over personally, for the launch day. The experience of these users helped the service  gain momentum through their word of mouth.

Service Development

Inner Space was a culmination of various activities which were carefully designed to create a step by step journey of self-exploration.

The games and activities were carefully crafted keeping the core of rejuvenation via self- exploration intact.

A thorough analysis and testing were done on their intention and impact.

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Experiential Service Design

Experiential Service Design

Service Activities

Equilibrium

Game of

emotions

Know yourself

cards

Down the 

memory lane

Dialogue

Postcard

Give what 

you can

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Meditate

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Tune in

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Conversational

Jenga

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Confessions

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Abstract

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Letter to your

past self

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Take what

you need

Pair activities
Individual activities (Even if users came in pairs these had to be performed individually)

SpacialManifestation

An integral part of the Inner Space experience was spatial design and manifestation. It was designed in a way to create navigation which would take the user on a journey of self-exploration through various levels. 

Inner Space was designed to create a reflective and relaxing space which gives the user a break from the external environment. The various elements of the space came together to create an ideal backdrop for the various activities that helped in self-exploration.

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Activities
Peaks moments 

Activity Mapping

(In Space) 

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Artefacts & Merchandise

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To aid the user through the experience, instruction cards were placed at the spots of each activity.
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Game and Prompt Cards
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Journal Diaries
Postcards
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The ‘Find your Inner Space’ workbook was an extension of the service as we didn’t want people to stop trying to understand and knowing themselves better once they were out of the space. 

This book was designed to be accessed as how the user wanted and based on what they need, similar to the space experience.

This could be used as a journal or a guide to self- exploration, love and care.

Service Delivery

Prototype Phase 1

After designing the activities, we tested them individually to analyse feedback and impact.

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Prototype Phase 2

After designing the space and sequencing the activities we conducted a pilot run of the service prototype with an individual user and took his feedback on the sequence, activities and timing of each.

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Prototype Phase 3

(Constant iterations)

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While running the service we underwent constant changes, improvements and iterations of the activities, sequences and time slots based on the real-time feedback and analysis 

User Journey Mapping

It visually represents the whole user experience, mapping the process flow and the thoughtfully curated sequence of the activities that a user undertakes in the service.

USER JOURNEY - Individual

USER JOURNEY - Pair

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Service Blueprint

A service blueprint is a visual representation of the operational mapping of service. It displays the entire process of service delivery, by listing all the activities that happen at each stage, performed by the different roles involved. 

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Service Composition

The Service composition is inspired by the Logo of Inner Space which reflects the journey inwards, oneself. It also captures the emotions, feelings and peak moments of the user.

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Service Impact Analysis

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User Feedback

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Scalability &

Future Possibilities

Project Team

 

Tavleen | Tanaya | Aswathy

National Institute of Design

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