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  • 1. Overview
    • Service being evaluated:
    • Independent fashion boutique
    • Contents:
    • Background
    • Research
    • Metric 1. Selection
    • Metric 2. Atmosphere
    • Metric 3. Interior
    • Metric 4. Personal Service
    • Metric 5. Knowledge
    • Opportunities
    • Observations
    Team members Carl Unnerman Ellinor Bjarnolf Per Eriksson Martin Persson
  • 2. Background
    • Using the ‘five fundamentals’ of service, a range of personas and other materials, we’ve created several ‘MyMetrics’ - measures of experience focused on a specific type of service - In our case Independent fashion boutique.
    • We spent an afternoon observing, analysing and thinking about service design and innovation opportunities for our service…
  • 3. Research
    • We went to SoFo at Södermalm in Stockholm, known for it’s many small trendy boutiques. But since it was Monday lots of them were closed. But finally we found four that were open: Tjalla Malla, Grandpa, Twist & Tango and Acne. Since it was lunchtime it wasn’t that busy.
  • 4. Metric 1 - Selection
    • We expected the selection to be:
    • Unique
    • Desirable
    • - Trendy
    • What actually happened:
    • We found lots of designers brands, a
    • unique and exclusive selection in all
    • the stores. Pretty much what we
    • expected.
  • 5. Metric 2 - Atmosphere
    • We expected the atmosphere to be:
    • - Calm, mellow, not stressful
    • - A bit snotty
    • - …but still inviting
    • What actually happened:
    • With a few exceptions it was quite
    • as we expected. For example two of the
    • stores weren’t as pretentious as we
    • thought they would be.
  • 6. Metric 3 - Interior
    • We expected the interior to be:
    • Conceptual
    • Well arranged
    • Esthetically appealing
    • What actually happened:
    • In most cases it was very well
    • arranged and designed. One store
    • though were jammed with a lot of
    • clothes everywhere, which made it a
    • bit hard to find what you were looking
    • for.
  • 7. Metric 4 - Personal service
    • We expected the personal service to be:
    • Friendly and helpful
    • Keen and attentive
    • Honest
    • What actually happened:
    • In two of the stores we were received
    • with kindness and in the other two we
    • experienced a bit of a snotty attitude.
  • 8. Metric 5 - Knowledge
    • We expected the shop assistents to:
    • Have high knowledge (regarding brands, material and so on)
    • Be able to give advice based on their knowledge
    • Have a huge interest in fashion
    • What actually happened:
    • The knowledge in the designer stores
    • (Acne and Twist & Tango) was very
    • high but in the other stores with lots
    • of different brands (Tjallamalla and Grandpa),
    • it was pretty inadequate.
  • 9. Opportunities
    • We see a great opportunity for small, exclusive boutiques, to help the insecure, but curious, potential customer to enter unknown territory. By providing a ‘‘neutral’’ informational space in the shop, without interference from the shop assistants, he/she get the chance to check out the place and it’s content, without feeling stupid. With the help of an interface and monitors, the consumer can get information on many different levels; the plain basics or updates on what’s hip and coming, brand info, fashion reports, videos from the catwalks et cetera. Thus, the barrier has been broken down, and he/she is one step closer to experience the rest of the boutique.
  • 10. Observations
    • What worked & what didn’t?
    • The whole concept was fun and new to us and definitely interesting. But the time span was a bit
    • short so the main focus in the assignment sort of got lost.
    • What would you have done differently?
    • Put the assignment perhaps over two days so we’d really have time to think and let the
    • information sink in.
    • Why?
    • We felt that we didn´t learn all that much from this assignment. Maybe it would have been better
    • if we had been given more time. It would have helped if we had been given a few concrete
    • examples of what it is that Engine really does, because no one in our group understood what
    • service design really means.
    • Also, the assignement reminded of another assignment, that we were given the week before.
    • Probably Engine weren’t aware of this, but still it almost felt like we did the same observation all
    • over again.
    • We also thought that the observation object that we were given (independent fashion boutique
    • retail) was really hard to practice the assignment on.