Case: Microsoft Dynamics “MyGym”
Service Design project for construction and positioning of the Microsoft
Dynamics CRM add-on “MyGym”.
Design Loyalty
service innovation

Service Design strategy for the
launch of the Microsoft
Dynamics Platform for Health
and Fitness Clubs: MyGym.

Discover
Create prototype
Prepare
Deliver
Project stages.

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.

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...

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.

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.

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.

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.

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

.
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.

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.

The “MyGym” Microsoft Dynamics based Platform
Developed by technical Microsoft team, based on the Services Guideline built by our team.

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.

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)

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

“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

“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

“PhotoShoots”
Final Version.

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

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.

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.

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...

Experience design is about transforming the
moment, by telling stories to people on
physical spaces.

We Design Services for customer Loyalty.
http://www.designloyalty.com http://designloyalty.blogspot.com