1. BRAND + SERVICE
SERV 724 / User-Centered Design for Services
Lauren Peters / Prof. Robert Bau
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

2. Concept Overview
Holistic Health Industry
From assignment 8, two service concepts were generated from
the service sector innovation analysis: Health Trucks and a
Mobile Holistic Health platform.
Health Truck Concept Mobile Health Concept
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

3. Concept Overview
Holistic Health Industry
From assignment 8, two service concepts were generated from
the service sector innovation analysis: Health Trucks and a
Mobile Holistic Health platform.
Health Truck Concept Mobile Health Concept
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

4. Concept Overview
Holistic Health Industry
Assignment 9 focuses on adhering the chosen concept, the
Mobile Health Platform to both the brands Disney and Ford.
Mobile Holistic
Healthcare
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

5. DISNEY
Executive Summary
Actual Identity
AC2ID Test A once in a lifetime high-cost but
Their brand gaps show a weakness in their high-valued variety of immersive
pricing strategy when compared to customer entertainment experiences for
value. Disney must pay attention to these brand young children and their families.
gaps in order to remain a relevant competitor in
the amusement park industry.
A Many customers are not able to see
the value only until after they have
experienced Disney. The average
Communicated identity is very person views Disney as average value.
vague but they must be in order
Positioning Statement to market to all customers.
Conceived Identity
What
How
I am the only entertainment company
that combines products, services, and experiences C C A high-cost and average-valued variety
of immersive entertainment for young
children and their families.
To Whom for children, their parents, friends and family
Communicated Identity
Where in highly curated amusements parks all over the world A magical family retreat to experience
Why that wants to preserve the magic of childhood iconic Disney entertainment for the
entire family! It is obvious to all customers that the
When in an era of low creativity, high stress, and economic despair. Disney experience is not what they
consider affordable at all.
Ideal Identity I D
The most magical and
Positioning Map affordable, ever-changing,
and immersive entertainment
Desired Identity
A magical and affordable variety
experience for the entire family. Disney offers family packages and of immersive and innovative
Consistent Innovation entertainment experiences for
discount rates to seem affordable,
but does not add additional park everyone!
Disney
Park Touchpoints
Universal expenses to the equation.
Parks
Studios
Pre Purchase Point of Purchase Post Purchase
Narrow
Six Flags
Wide
Summary
Audience Audience Word of Mouth Mobile App Website Disney has done an exceptional job at being the world’s largest
Website Social Media Social Media amusement park brand that offers products and services across a wide
Advertisements Park Environments Publicity range of touchpoints. Despite discrepancies within their brand identity
Social Media Park Employees User Generated Content
Paramount in relation to price expectations from customers, competitors strive
Marketing Products & Packaging Public Relations
Parks Publicity Retail Shops Products & Packaging to match the quality and consistency of their customer service and
Brand Personality Brand Personality Service Evidence immersive experiences within their parks.
User Generated Content Sensorial Experiences Sensorial Memories
Lack of Innovation Brand Personality
Lauren Peters | SERV 724 - User Centered Design for Services | Prof. Robert Bau | October 9, 2012
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

6. Value Proposition
“Disney’s dFIT”
“For kids and teens that need help building an active lifestyle, dFIT offers
health services that are built to support your child in all aspects of their busy
lives.
Unlike traditional clinics and hospitals, our service provides each child with
their own smart healthcare platform that empowers them to make their own
health and wellness choices.”
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

7. Positioning Map
Premium price
“Disney’s dFIT”
Nike
Fuel Band
Withings
Personal Community
Drive Driven
Tinke Fit Bit Jawbone
UP
dFIT
Low price
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

8. Service Blueprint
“Disney’s dFIT”
Physical Computer Shipping box Phone Camera Phone
Transport
Swag bag Game props Phone
Touchpoints shuttle
Digital Interactive Texted event Game results Parent app /
Website App tutorial
Touchpoints food scale flyer input Kid’s results
Teen
Do first
Chooses his Gets on shuttle Attends school Plays interactive
Signs up online/ Receive Service interactive Takes picture Go’s home
own dinner for to doctor’s appt/ health rally with body challenge
Download app Package in mail tutorial/teaches of his dinner to sleep
tomorrow get’s his check-up mom & friends game with friends
him about health
Mom
Pays for service, Receives report on Receives his Makes appt for his Attends school Receives an
downloads his health status grocery list for check-up/signs up health rally update on his
parent’s app and diet dinner for transport with him health and diet
Front Stage Practitioner gives
Employee him acupuncture
Back Stage Send Service Designs special
Employee Package in mail event games
Support Credit card Outsourced
App update
Processes processing Shipping
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

9. dFIT Prototyping
“Service Scripting”
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

10. dFIT Prototyping
“Service Scripting”
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

11. Service Improvements
“Disney’s dFIT”
• Have kids build their own characters, who can advance
levels as their health improves
• Allowing kids to set major goals with friends (making a pact)
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

12. FORD
Executive Summary / by Tiffany Lindeborne
CUSTOMER SERVICE Chevrolet
3.7
2.6 1.6
2.3
120
110
100
Chevrolet RANGE OF VEHICLES
le d
g e Is s
ue
3.4 90 Dodge
ow sR
Kn e so
80
Ford 80
ct
Ford Ratings Dodge
70
u
lv
GMC
od
ed
60
Pr
70
50
Toyota
Number of Vehicles
2.2 1.7
3.1 40
60
34.70 7
1.7 3.3 2.3
7
5
38.69
30
34.2
2 8.
2.7 20
1.6
43.71
Overall Rating 3.8 50
Fr i e nd
io n
10
(out of 200)
GMC
ela t
TOTAL # OF
0
Chevrolet 3.7
lin
40
nc
es
Dodge
Ca
120
VEHICLES
s
3.1 2.5 110
Ford 30
2.1 100
GMC 5.0
Toyota
R e a c h a bilit y
3.6
90
Chevrolet 69 20
80
70
Dodge 85 10
Toyota
60
50 Ford 126
40 0
3.5 30 GMC 20 Cars SUVs Sports Cars Trucks
2.1 20
2.4 Toyota 56
Types of Vehicles
4.0 10
3.5 0
Actual
Identity
Not coming across as eco-
friendly. Safety is a given but
there is no real emphasis on it in
the advertising. Innovation and
Luxury really come across. Most Communicated Conceived
assume the more luxurious, the Identity Identity
higher the price.
Maintainance Services
Customer/Employee
Relationships se Pre
ha
Warranties
c
-P u
r
Post-Pu
Surveys
r chas e
Brand
Offering Brand/Product
Vehicle Brochures
e
Ideal Desired
Poin as
t-of-Pu rch Promotions (Trade-ins) A reliable, innovative and affordable
Magazines Identity Identity brand that offers a variety of
Quality Products Advertising safe, high-quality vehicles with
Promotions Commercials The brand is struggling outstanding fuel economy, head-
Prices Billboards with customer service. turning style and customer focused
Customer/Employee Community Involvement Having a majority of the technology to help get the job
Relationship vehicles gas does not done, while being environmentally
create eco-friendly brand. responsible at the same time.
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

13. Value Proposition
Ford’s “Living Tree”
“For families that want to build a healthy life together, Living Tree offers
holistic health services that cater to your family’s busy schedule and long
term health goals.
Unlike traditional clinics and hospitals, our platform guides each family with
their own personalized providers who co-create flexible and easy to follow
health plans and include a little friendly family competition.”
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

14. Positioning Map
Premium price
Ford’s “Living Tree”
Nike
Fuel Band
Withings
Living
User Tree Group
oriented oriented
Tinke Jawbone
UP
Fit Bit
Low price
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

15. Service Blueprint
Ford’s “Living Tree”
Physical Kiosk/Tablet
Provider
Swag bag Tablet Phone Tablet
Health
Touchpoints brochure body devices
Digital Introduction Food Grocery Shopping
Touchpoints App Alternatives App App
Family
Arrive at Center, Interactively pick Go home, take Grocery shop for Schedule a Weekend activities App posts which
Meet their Weekly Skype call
select what they’re their own pictures of all food alternative food weekend are recorded and families at the top
personal provider with provider
interested in health plan in house options activity plan sent to provider of leaderboard
Front Stage Receptionist Provider shows Sends them home Gives them more Receives family
Skype w/ family
Employee greets them them health options w/ homework homework health data
Back Stage
Employee
Support Database saves Database saves
Processes their info their info
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

16. Living Tree Prototyping
“Service Scripting”
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

17. Living Tree Prototyping
“Service Scripting”
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

18. Service Improvements
Ford’s “Living Tree”
• Opportunity to have families compete against one another by surname
• Implement a ‘skill-tree’ where families build their skills, get rewarded with
relaxation services such as massage & acupuncture
• Have special activity days dedicated to certain members of the family
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012

19. THANK YOU
SERV 724 / User-Centered Design for Services
Lauren Peters / Prof. Robert Bau
Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012