DESIGN BRIEF:
As part of a 4 people interdisciplinary team (industrial, service, interior design and design management) conduct an exploration and analysis of a food tour service. The objective was to examine the characteristics of the service, utilize service design tools for analysis and identify pain points and opportunities for improvement.
1) Service exploration and research
We selected the Famous and Secret East Side Food Tour from the Savannah Taste Experience Company. It was a 3 hours walking tour that visited 6 local restaurants. We joined this experience and became observers of the service not the content of the tour itself.
2) Analysis
Service encounter map in order to map out the touch points of the food tour. Our approach was to extend the map and detail the backstage or supporting services that were provided in the tour. User journey map to visualize the schedule of the tour and understand the relationship between physical spaces and time spent with the service. Service offering map to visualize the elements that build the service. Channels map to understand how the service is communicating with its users in the multiple stages. Stakeholders map to clearly understand the relationships between the different services and their influences. Service blueprint to understand in depth the moving parts of the system to analyze and improve them. After we mapped out the tour, we developed Persona profiles to understand the potential reactions of the service in order to identify pain points that stop it from being a universal design.
3) Potential opportunities
Through the service blueprint we identified the pain points of the process from which we could recommend potential opportunities. We related the persona profiles that were created with the opportunities.
