Service design live project
Trees & Toes
BRIEF
This project started by trying to identify a relevant gap in the day-to-day life of people that could be addressed by a service intervention. Lifestyle and habits of people in and around NID, Gandhinagar campus were studied through observations, reflections, interviews, secondary study, and discussions. The relevant scope of the intervention was then identified and validated.
One of the most prominent gaps came out to be the disconnect with nature in the lives of urban dwellers. Hectic schedules, increasing concrete jungles and lack of awareness about the benefits of nature came to be some of the reasons why people overlooked the value of interacting with nature. Team Trees & Toes conceptualized and prototyped a service catering to this gap and ran it successfully for 7 days in the NID, Gandhinagar campus.
KEY LEARNINGS
Service Blueprint
Service Prototyping
Marketing
Branding
Budgeting
Logistics
Customer Relationship
Conceptualization
Collaboration
RESEARCH TOOLS
Personal Interview
User Journey Mapping
How Might We
Service Ecosystem
Affinity Mapping
Affinity Cluster
Trees & Toes - Film
Process
1
Research
2
Planning
Interviews
Affinity Mapping
Affinity Clusters
Survey
Word-Concept Association
Budgeting
Activity Curation
Flow of service
Defining Roles
Back-up plan
3
Back-end
Process
Prototype
Execution
Procurement
Logistics
Curating Artefacts
Branding
Seamless
Integration
Marketing
Setting up spaces
Ensuring flow
Iteration on-the-go
Diverse role adaptations
4
Post Service
Introducing moment of surprise
Improvisation based on feedback
Follow-up with users
Documentation
Interview Analysis
Reasons for not spending time in nature
52.69%
Hectic Work life
16.21%
Prefer technology over spending time in nature
13.51%
Lack of Availability & Accessibility of spaces
9.45%
Laziness
9.45%
No particular reason
Word Association with Nature
03.84%
Negative
96.15%
Positive
How do they want to spend time in nature?
Explorer
54.13%
Want to explore and create when outdoor
45.87%
Want to relax when outdoor
Wanderer
User Personas
Nature of Service
Museum
Nature inspired activities in outdoors to provide an experience that lies between
Museum and Planetarium.
Planetarium
Service Core
Service Ideation Process
Activity Mapping
Brainstorming & Discussions
Branding
Logo Explorations
Final Logo
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Logo Elements
leaf defining service to be nature related
A form that represents a tree and a foot
Name & Tagline - Fonts
Colour Palette
User Journey Map
Wanderer
Explorer
Service Blueprint
Service Blueprint
Nature Journey Gallery
2 variants
7 days of running the service
32 nature journeys
32 people now closer to nature
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