My Gym Service Design Case

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  • + designdeservicos Design Loyalty 1 month ago
    Thanks Suze! ... My pleasure to share that with you guys.
    Tenny.
  • + suzeingram suzeingram 1 month ago
    Tenny - this is awesome. Looks live a very exciting and interesting project. Thanks for sharing. Suze.
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My Gym Service Design Case - Presentation Transcript

  1. Case: Microsoft Dynamics “MyGym” Service Design project for construction and positioning of the Microsoft Dynamics CRM add-on “MyGym”. Design Loyalty service innovation
  2. Service Design strategy for the launch of the Microsoft Dynamics Platform for Health and Fitness Clubs: MyGym.
  3. Discover Create prototype Prepare Deliver Project stages.
  4. Methods: Prepare Joharis Window. Interview with specialists. Activities: In this stage we created a series of meetings with specialists to understand their daily activities,issues,concerns and how they see the w market in 10 years. Also we did a map on the relationship they hold with Don’t Kno technologies. Know Inisghts: In between the storms of points of view and debates, it was clear to the team that fitness Know professionals have a love-and-hate relation with technologies. Other critical constraints or barriers found were the concern of time spent with the actual technologies instead of time spent facing w customers, operational break-downs, and Don’t Kno issues with maintenance from the actual “small brands” solutions in the market.
  5. Methods: Discover Contextual mapping. Rapid Ethnography Draw the Experience. A Day in the Life. Activities: In this stage we took generative and predictive research approaches to deep understand and expand the knowledge the team already had about scenarios and people daily lives. Insights: - Consumer Journey starts much before the sign-in/arrival in the gym. And it holds rituals and social activities that are under the Health Club radar. - Fitness professionais are conservative and fear new technologies. - Huge gap in between the way professionals and average people see the fitness practice. - Changes in management practices, to a more “corporate” style, are starting to kick-in in the market. And more...
  6. Methods: Create Consumer Journey. Personas. Ideation and Affinity diagrams. Storytelling Activities: With the research results we conducted a series of ideation sessions with employees, customers and entrepreneurs to work on the insights we had previously uncovered. Outcomes: 1) The real consumer journey was mapped, and it included touchpoints that were under-radar to fitness gym clubs. 2) Touchpoint relevance and impact on people daily lives were also mapped. 3) The team created a comic storytelling magazine to build up empathy around the consumers routines to fitness. This ended-up becoming the software help manual. 4) The concept around “people ready” was exploited in those meetings, to generate ideas for the Microsoft booth at the IHRSA event launch.
  7. Premium Services Sales Totem Training Check in FInance To-be modules for the final product. New touchpoint channels were created and some of the first development plan were left behind after the conclusion of the Discover and Create stages.
  8. Methods: P rototype Quick and Dirty Prototype Body Storming. Activities: The team created lot’s of rapid prototypes to explore ideas together with specialists in this phase. Microsoft Dynamics new modules. Service Design for the launch Booth at IHRSA. Quick prototypes were built to support the In this stage we also did a lot of prototypes to development of the new “MyGym” modules for test impact and figure out the best interactions the Microsoft Dynamics. During this stage fitness for the Microsoft booth at IHRSA. specialists were involved to test and validate ideas around prototypes.
  9. pe for Quick and Dirty prototy P rototype the “MyGym” module. Quick and Dirty This prototype allowed us to change functionalities testing the impact that they would have in the gym services work flow. As time spent with technologies solutions were one of the constraints found in the Preparation phase we were able to test the prototypes against it and validate the best alternatives. Workflow prototype for the “MyGym” module.
  10. n m entry simulatio or “Pho toshoot” f P rototype “Photosh oot” picture n simulation visualizatio The PhotoShoot. This primitive prototype of the solution we later called “PhotoShoot” allowed us to understand variables like: Time of engagement, Visual impact and others. Picture size . simulation
  11. . lS toryteller P rototype Professiona ole- alt y’s Team “r Design Loy . e StoryTeller playing” th ty’s Team “role- De sign Loyal . oth visitors playing” bo Body Storming Role Playing session to visualize how the Storytelling action should flow around the Booth.
  12. Service Guideline Guideline with all the information about the consumer journay, touchpoints framework, personas and processual maps on the new proposed service interactions. Deliver l for Ms D ynamics Help Manua the Fitness sector.
  13. The “MyGym” Microsoft Dynamics based Platform Developed by technical Microsoft team, based on the Services Guideline built by our team.
  14. Service Design for the Booth at 10a IHRSA. Service Design for the Booth at IHRSA. Wicked Problem: Small and Medium entrepreneurs will get scared on the huge Microsoft brand presence, moving away from the booth and never getting to know that Microsoft is a Market leader in CRM for small business Concept developed: Dynamics Café.
  15. Storytelling. Stories about life as usual were presented by a professional storyteller. The names used on the stories were mixed with the names of the people who were at the booth or passing through. This generated a high value sticky interaction. ol Story is animated rem ote contr on the screen Storyteller Photoshoot is blurred and “halted” PhotoShoot totem is paused untill the end of the story (6 min)
  16. Contação de Histórias. ed r retentio n p act, reach Highe P ositive im od the n eighborho es . and lots of smil And lots
  17. “PhotoShoots” This interaction allowed visitors to shoot a picture with a scenario of the event theme behind them. Pictures were sent to email, twitter and presented immediately on the digital wall. A live copy of the digital wall were available also on the internet, so visitors could show their friends during the event. Scenario Camera Digital wall Photo image
  18. “PhotoShoots” “Just shoot” pic. revealed in the digital wall How it Worked. seconds later. Mural na rio Themed sce the ( X) local for shoot. l T otem trigge red Digital wal the shoot. w. up vie front view
  19. “PhotoShoots” Final Version.
  20. Changing states... The “PhotoShoots” Ice Breaking. “Wow Impact. that’s me over there VIsitors taking feeling” their own camera picture of the Digital wall It was hard to shut the Photoshoot taking picture also with their own camera. fter the , putting down a visitors points V isitors co-created touch This trade show w as ience. their signature on the exper over. p roof. is a value recognition
  21. ple “PhotoShoots” Can’t get more “Peo Souvenir email visitors received. Ready” than this... Hello Fernando, Thanks for being with us at the Microsoft Dynamcis Café! We hope to see you again soon. Your picture follow attached.
  22. For the coffee experience we hired a renown premium coffee brand in São Paulo. But as we were expecting to receive in the Booth people from all over Latin America it was more likely that most of them would had never heard about this premium brand, taking this experience for granted. Consider also that most people can’t differentiate coffee bean nuances. To cover that up we worked together with the coffee brand to bring this gesture you see in the picture alive to all the visitors, so even thou they didn’t know the brand, they could physically perceive the value of it. Service Gestures Dynamics Café.
  23. rs R.O.I. Small business entrepreneu Mo st usual comment abo ut the er the place, playing e that were all ov soluti on was: “It is clear to m More tha n 130 leads around with PhotoShoot as they nd his solution was built arou gener ated to Buy the come from far away and want to ion. home. people” complete solut take this souvenir back h the was so delighted wit s RSA international O of IHRSA/Fitnes IH t gra nted a special locate d Waldyr Soares, CE booth experiences tha xperien ces in the Brasil spent lot’s of time in th e booth lo unge to Micr osoft recreate those e orld taking picture with fans and his family al, th e large event in the w IHRSA internation on the PhotoShoot. take p lace in 2010 in the fo r the sector that will A. USA - San Diego C Booth was visited by more Some PhotoShoot pictures turned than 1200 people in the 3 viral on the internet. “Ice breaker” . Brand days of trade show. This was ed. intimacy was creat 40% higher than the most sector-known brands in the Price model and product same trade show. features were right on th e spot! More than 800 coffees served at the Most of the big fitness club s were MS Dynamcis attracted by the Dynamics Café Cafe concept. E mais...
  24. Experience design is about transforming the moment, by telling stories to people on physical spaces.
  25. We Design Services for customer Loyalty. http://www.designloyalty.com http://designloyalty.blogspot.com

+ Design LoyaltyDesign Loyalty, 1 month ago

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