2. Introduc)on
Insights
Problem(s)
Solu)on(s)
Iden)fying
Problems
Defining/Framing
Problems
Solving
Problems
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
2

3. Framing
the
Strategic
Problem
How
can
incen)ves
be
enhanced
to
meet
customers’
preferences
and
desirability,
thus
encouraging
them
to
returned
more
oTen?
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
3

4. Op)miza)on
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
4

5. Affini)zing,
Screening
and
Selec)ng
Ideas
We
categorized
affinity
ideas
into
6
A’s:
1. Affability
is
unthinkable.
2. Accessibility
is
inefficient.
3. Adaptability
is
unreliable.
4. Ac)ons
of
Customers
is
insufficiency.
5. Accountability
is
inconstant.
6. Area
/
Appearance
is
unbalance.
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
4
5

6. Genera)ng
Ideas
for
Op)miza)on
Four
Ac)on
Framework
is
one
of
genera)ng
ideas.
Remove
Reduce
Raise
Add
Increase
the
promo)ons
and
mo)va)ons
on
the
counter
display
Remove
Awards
from
the
bathroom
and
move
them
into
the
customers’
vision
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
6

7. Genera)ng
Ideas
for
Op)miza)on
2
out
of
260
examples
of
Four
Ac)on
Framework:
“Before”
Insights
Remove
Reduce
Raise
Add
Provide
a
comfortable
Reduce
too
many
Add
window
display
Remove
a
brick
wall
path
for
customer
to
Incomplete
Prep
stuff
to
make
walk
through
and
also
to
make
customers
1
&
add
windows
to
customers
feel
feel
wow
instead
of
Room
Display
bright
a
nature
light
add
a
nice
bathroom
crowd
and
unsure
sign
trespassed.
Remove
white
bag
Reduce
designing
Provide
more
logo
Add
a
cool/inspired
Package
Design
for
cookies.
Need
separate
food
and
and
promo)ons
on
package
to
carry
2
more
exci)ng
vision
drink
packages.
the
package
design.
(match
with
its
to
the
bag.
bakery
style)
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
7

8. Affini)zing,
Screening
and
Selec)ng
Ideas
Decision
Matrix
(scale
1-­‐10)
Hand
an
ID
to
a
Look
up
some
Get
order/Get
a
Decision
Online/APP
to
promo)ons
or
selling
See
a
direc)on
to
Weight
look
up
&
order
worker
or
look
during
wait
next
to
Wi-­‐Fi
a
bathroom
/
see
Criteria
reserva)on
up
a
menu
the
counter
informa)on
a
prep
display
Reliability
20
8
4
7
5
2
Desirability
20
7
8
6
6
5
Accessibility
20
9
8
8
6
4
Usability
20
8
7
6
6
5
Adaptability
20
7
7
8
5
2
100
780
680
700
560
360
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
8

9. Visualizing
Concepts
Look
up
online
to
Enter
the
Bakery
Give
the
license
or
Look
through
make
an
order
and
walk
to
the
ID
to
the
worker
promo)ons/selling
reserva)on,
so
counter.
for
check
a
match
things
during
customer
won’t
be
name
with
an
wai)ng
)me.
in
the
line.
order.
All
ready
to
go
back
Leave
trash
up
to
Ask
for
WIFI
home.
waitress
to
clean
informa)on
as
get
and
go
to
bathroom.
an
order!
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
9

10. Op)miza)on
Blueprint
Point-­‐of-­‐Service
Blueprint
Pre-­‐Service
Point-­‐of-­‐Service
Customer
Ac)ons
Place
the
Drive
to
the
Approach
Look
for
order
to
be
Back
in
the
Day
Enter
the
Check
an
online
door
a
counter
the
menu
reserved
Bakery
cashier
Take
a
seat
in
a
Look
thoroughly
Receive
the
Hand
a
wai)ng
area
for
worker
Receive
the
I.D.
promo)ons
Learn
about
Wi-­‐Fi
order
while
back
the
order
and/or
selling
informa)on
hand
a
Wi-­‐Fi
the
I.D.
delivery
things
promo)on
Enter
I-­‐Pad
or
Find
the
Take
a
look
I-­‐phone
internet
bathroom
thoroughly
prep.
Leave
the
to
turn
the
sign
to
follow
Bakery
room
display
Wi-­‐Fi
on
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
10

11. Transforma)on
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
11

12. Genera)ng
Ideas
for
Transforma)on
Select
nouns
at
random
in
a
dic)onary
is
one
of
genera)ng
tenta)ve
ideas.
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
12

13. Affini)zing,
Screening
and
Selec)ng
Ideas
We
divided
roughly
120
noun
ideas
into
6
categories.
1. Bakery
Style
2. Dog
Ideas
3. Things
to
be
Used
4. Ac)vi)es
5. Provide
Services
6. Stakeholders
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
4
13

14. Affini)zing,
Screening
and
Selec)ng
Ideas
Decision
Matrix
(scale
1-­‐10)
Decision
Human
and
Dog
Walk-­‐ Tea
and
Coffee
School
Weight
Dog
Bakery
Thru
Self-­‐Service
Buffet
Criteria
Supplies
Reliability
20
9
7
7
8
9
Desirability
20
7
7
6
5
7
Accessibility
20
6
5
7
5
7
Usability
20
8
5
8
6
8
Adaptability
20
9
7
8
9
7
100
780
620
720
620
760
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
14

15. Turning
Ideas
Into
Concepts
Conceptualiza)on
Bakery
Provide
Styles
Dog
Ideas
Stakeholders
Ac)vi)es
Services
Chris)an
Dog
Bake
Bakery
Interpreter
Experience
Massage
Menus
Library
Lease
Tea
Training
Tea
guns
Bakery
Holder
Teacher
class
Park
Dog
Borrow
Bakery
Mascot
Delivery
Supplies
Cameras
Dog
Bakery
Babysiker
Seven
ideas
into
one
concept
created
a
complete
transforma)on
of
Back
in
the
Day
Bakery,
which
is
a
dog
park
bakery.
The
goal
of
the
transforma)on
is
bringing
people
and
dogs
closer
and
able
to
service
more
for
its
own
beker
profit.
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
15

16. Visualizing
Concepts
Enter
the
gates.
Walk
toward
the
Release
the
lease
Get
the
bakery
dog
bakery
and
and
allow
him
to
meal
to
sit
down
allow
dog
to
show
play
or
provide
and
eat
during
what
he
likes.
dog
an
interac)ve
watching
a
dog.
game.
Exit
the
gates.
Call
back
the
dog
and
feed
him
a
food
or
save
it
for
later.
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
16

17. Transforma)on
Blueprint
Point-­‐of-­‐Service
Customer
Proceed
to
Ac)ons
observe
menu
Place
human
Pay
for
Release
the
dog
Enter
the
dog
Approach
the
to
allow
him
park
gates
dog
bakery
while
dog
seeks
and
dog
orders
orders
play
around
his
dog
foods
Take
a
seat
and
wait
for
Receive
the
Call
the
dog
to
Praise
the
dog
Leave
the
dog
the
order
order
put
a
lease
on
with
a
new
treat
park
gates
delivery
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
17

18. Conclusion
Once
the
bakery
is
transformed,
Brook
and
Donald
will
feel
more
mo)vated
to
come
back
not
for
just
food
to
eat
but
also
be
able
to
social
with
their
friends
and
dogs
more
oTen.
As
for
communica)on,
Donald
may
spread
a
word
of
mouth
about
how
high
deaf-­‐friendly
Back
in
the
Day
Bakery
is
enough
to
encourage
more
customers
to
come.
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
18

19. Thank
You
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5
19