Otto: Car Dealership Service Reframe
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A car provider that facilitates relationships instead of ownership. People go far to personalize their environments and anthropomorphize their pets and belongings. Otto intuitively extends this extreme personalization to cars, including an adaptive interface to further personify the vehicle. Matchmaking starts with a personality quiz and video-game style online customization. A revamped compensation structure for salespeople means customers co-create their cars pressure-free. Finally, Otto builds modular cars, allowing the car to change alongside the user’s needs. By slowly transitioning this modular system into an open source model, Otto is poised for organic growth.
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Otto: Car Dealership Service Reframe
- 1. 1 MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH SERV 724 RADICAL SERVICE INNOVATION PROFESSOR ROBERT BAUNAME OF SLIDE IN TWO RADICAL SERVICE CONCEPT SERV 724 I M.F.A. SERVICE DESIGN PROGRAM I SCAD I PROFESSOR ROBERT BAU
- 2. 2 Problem Car dealerships are not trusted and vehicles are created for, not by customers Solution Otto allows customers to personalize their car to form a meaningful relationship in a pressure free environment MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPROBLEM AND SOLUTION
- 3. 3 A distinct car brand and a service that customizes and personalizes cars. Matchmaking Building Living MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSOUR CONCEPT
- 4. What it is... This grid is used to divide a market into distinct groups within which all customers share relevant characteristics that distinguish them from customers in other segments. How we used it... We segmented our users according to personal and the some of the offerings from car dealers that were most relevant to customers. Why it is important... This highlighted the most important offerings and which ones could benefit from potential design solutions. 4 VARIETYOF MODELS WARRANTIES TRADE-INS IN-STORE EXPERIENCE SALES/DEALS CUSTOMIZATION AVAILABILITY TECHIE STATUS SEEKER COMFORT LOVER DRIVING AFICIONADO PRAGMATIST TRADITIONALIST IMPORTANCE/ INTEREST High Moderate Low Currently Mishandled Key Offering Transparency Needed Customers Offerings MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSMARKET SEGMENTATION
- 5. Summary: We selected three archetypes based upon customers segments that were identified in our segmentation grid. The archetypes are built from collectively inherited unconscious ideas, patterns of thought, images, etc. Each of these archetype was then developed into three personas that include a heavy-user, light-user, and non-user. 5 the status SEEKER the expert TECH GURU the convenience SEE K E R MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSTARGET GROUPS
- 6. 6 QUOTE the status SEEKER ARTIFACTS TECHNOLOGY HOW SHE IS DIFFERENT VALUE PROPOSITION what can’t melissa live without? PERSONALITY SERVICE EXPECTATIONS MELISSA (WHO) For status seekers (WHY ) that wants/needs vehicles to conspicuously consume (WHAT) new car dealers are a centralized gallery (HOW) that delivers practical and stylized automotive consultation WHAT I WANT TO GET A beautiful new car WHAT I WANT TO FEEL: Validated in my position of privilege WHAT I ASPIRE TO BE Someone people talk about Unlike her friends, Melissa wants both a soaring career and a wealthy husband. Her event planning service has always afforded her a high standard of living, but she remains restless in her ambition. Before: Melissa envisions a beautiful showroom, housing the glistening toys that will become her most prized fashion accessory. She expects the salesman to guess her aesthetic taste, and intuit her intent to buy. She believes any inconveniences imposed upon normal clientele can be avoided due to her good looks and thick wallet. During: Melissa expects to feel both enthralled and overwhelmed at the dealership. She is used to people fawning over her, but envisions having trouble understanding the more technical features. She expects top notch service that guides her through her choices. After: After purchasing her new car, Melissa wants to feel rejuvenated and validated. She demands flawless operation of her vehicle, and assumes the dealer will call her when it is time to come in for any regularly scheduled maintenance. GOALS sense trigger sound system seeing paint job in sun touching steering wheel intensity high high low pleasantness high mild medium SENSORY IMPRESSIONS Age 32, Event Planner from Flemington, NJ it and internet using software using mobile / tablet apps using social networks Conscientiousness Agreeableness Extroversion Neuroticism Openness DAY-IN-THE-LIFE Wake up at 6am to Lana del Rey alarm Shower, dry and mousse hair, put on makeup, choose jewelry Grab granola bar from pantry, coffee from Starbucks Drive to country club to meet prospective clients Visit potential event venues, sample food and wine Lunch with girlfriends at Chime on 9th Swing by office to pick up folios and delegate tasks Blind date at Blue with Brooks (an investment banker) Drinks and dancing with Brooks Grab a cab home Pick tomorrow’s outfit before bed MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPERSONAS LIGHT-USER
- 7. 7 it and internet using software using mobile / tablet apps using social networks QUOTEARTIFACTS TECHNOLOGY HOW HE IS DIFFERENT VALUE PROPOSITION what can’t Ben live without? PERSONALITY SERVICE EXPECTATIONS (WHO) For modern techies (WHY ) that wants/needs perpetual digital novelty (WHAT) new car dealers are deeply knowledgeable automotive allies (HOW) that delivers the opportunity to learn and test the latest developments Unlike his friends, Ben researches cutting edge technological research in his spare time. He’s fascinated by flow batteries, quantum computing and grapheme transistors, and can’t wait until these breakthroughs are commercialized. Before: Ben is intrigued to see if the vehicles’ interactive systems are as intuitive as the articles he’s read. He wants to make sure his technological passion doesn’t set him up to be taken advantage of, so he is also slightly anxious about that. Finally, Ben knows that if he does decide to buy a new car today, he will be in for quite a lot of paperwork. During: Ben has already read most of the information available in the brochure for each model, so he is eager to get into the cars themselves. He wants a salesman to be present while he is investigating the car’s features to answer any and all detailed technical questions. However, he would also like considerable time alone in the vehicles to fully understand them. After: Once Ben has bought his new vehicle, he plans to immediately share this acquisition via his Online profiles. He expects any software glitches with the car’s computer to be fixed in a timely manner, but accepts cutting edge technology for what it is: unproven. He trusts, however, that the car’s telematics will inform him when the car is due for service. GOALS SENSORY IMPRESSIONS TAKE 20 MINUTE BREAK TO PLAY XBOX 360 ON GIANT PROJECTOR WAKE UP AT 5:30AM TO ARDUINO-BASED ALARM CLOCK MORE WORK, THEN OUT TO LUNCH FOR NIGIRI WITH CO- WORKERS PUT ON NIKE FUEL BAND, ROLLERBLADE 5 MILES CONDUCT VIDEO MEETING WITH SENIOR VP OF R&D QUICK SHOWER, THEN COFFEE AND FRUIT AT CAFE IZQUI GET VEGETARIAN TAKEOUT, READ SLASHDOT AND WIRED NEWS DRIVE TO WORK, LISTEN TO NPR’S “MORNING EDITION” BUILD CODE FOR LOCALIZED LINUX KERNEL BUILD PRODUCT PIPELINE MATRICES IN ANALYTICA FOR PHARMA CLIENTS EAT CEREAL BEFORE BED DAY-IN-THE-LIFE the expert TECH GURU BENAge 43, Engineer from San Jose, CA WHAT I WANT TO GET Next generation UX in automotive form WHAT I WANT TO FEEL Like I’m living the future WHAT I ASPIRE TO BE A technological pioneer Conscientiousness Agreeableness Extroversion Neuroticism Openness sense trigger exterior styling revving engine control panel UX intensity high medium medium pleasantness medium medium high MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPERSONAS HEAVY-USER
- 8. 8 it and internet using software using mobile / tablet apps using social networks QUOTEARTIFACTS TECHNOLOGY HOW HE IS DIFFERENT VALUE PROPOSITION what can’t dale live without? PERSONALITY SERVICE EXPECTATIONS (WHO) For temporary townies (WHY ) that wants/needs the flexibility of automotive travel (WHAT) new car dealers are approachable centers of expertise (HOW) that delivers guidance and assurance throughout a temporary car ownership experience. Unlike some of his colleagues, Dale is a nomad. He has a boyfriend back in Canada, who wants him to move back North. Regardless of his romantic life, Dale is a traveler. Large possessions are therefore transient, and he does not ascribe emotional weight to those items. Before: While Dale has bought a car before, he has never been to a US dealer. He is optimistic about the experience of buying a new car, but is also cognizant of car salesman’s poor reputation. During: Dale believes strongly that he should not be rushed during his purchase process. He wants a kind tone of exchange with the salesman, and will not willingly engage in price negotiations. He wants to feel informed about the car’s features and reassured about the prospects for resale in the near future. After: Dale expects that the dealer handle all normal maintenance issues, and he would like them to facilitate the eventual resale of his new car. He wants to drive, but doesn’t want to deal with the GOALS SENSORY IMPRESSIONS LUNCH OUT AT LOCAL- FOOD SIT-DOWN WAKE UP AT 6AM AT DESK FOR REMAINDER OF WORKDAY RUN 3 MILES DINNER OUT WITH NEW FRIENDS EAT BREAKFAST AT HOME WATCH CHOPPED MEET PHYSICIAN CHAMPIONS AT DEPARTMENT MEETING READ DWELL GIVE PRESENTATION ON HOSPITAL GROUP’S BRAND IDENTITY SKYPE BOYFRIEND IN CANADA BEFORE BED DAY-IN-THE-LIFE the convenience SEE K E R DALEAge 30, Healthcare Consultant from Portland, OR WHAT I WANT TO GET Straightforward car ownership WHAT I WANT TO FEEL Untethered WHAT I ASPIRE TO BE Internationally mobile Conscientiousness Agreeableness Extroversion Neuroticism Openness sense trigger paperwork tires screeching around corner entering dealership intensity mild high medium pleasantness low high low MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPERSONAS NON-USER
- 9. Summary: A value proposition is a full set of benefits a company promises to deliver. We developed Otto’s value propostion to clearly state the intent of the service and how it differentiates from a standard car dealership. 9 (WHO) For satisfaction seekers (WHY) that want to personify their vehicles (WHAT) Otto is a new car shop selling relationships instead of ownership (HOW) which delivers a more meaningful automotive experience. (PRIMARY ALTERNATIVE) unlike standard new car dealers (KEY DIFFERENTIATION) our service matches cars to the customer’s personality (PROOF) because a car is a form of personal expression. MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSVALUE PROPOSITION
- 10. What it is... This tool is used to highlight the core product offered by the service as well as facilitating services, enhancing services, features and benefits. How we used it... We utilized this tool to clearly define our the main offerings within our service concept and how they relate to potential customers. Why it is important... This infographic provides a visual hierarchy to the main elements offered by our service concept. 10 CORE A car provider that facilitates memberships instead of ownership FACILITATING • Car customization • Personality quiz • Training for agents • Sales packages by length of time ENHANCING • Trial period • Celebrating milestones • Personalized feedback • Maintenance inclusion • Element co-creation FEATURES + BENEFITS • UI personalization • Model swaps • Back out option • Naming vehicles MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSSERVICE PACKAGE
- 11. 11 Key: Touchpoint Categories Human Digital Physical Choose matchmaking methods Wants to buy car that speaks to his personality Receive and give feedback to car Be reminded of “mile-stone” Swap model or choose new element See ad for Otto Visit otto.com See testimonials of happy customers and “happy couples” Take personality quiz Receive results Register Be contacted by dealershipMeet facilitator Receive dossier from facilitator Test the model(s) Choose one model for at home trial Return test model to dealership Choose “relationship package” Set up car calibration Celebrate new car Receive new car gift from dealer Test different customizations Key: Steps Moment of Truth Service Encounters 11 Name car and share news Customize car with builder Encounter Phases Phase 1: Discover Phase 2: Learn Phase 3: TestPhase 4: Interact Phase 5: Upgrade MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSSERVICE ENCOUNTERS
- 12. 12 M O O B T M B T Otto Tesla Mini BMW PERSONALIZATION PremiumAUDIENCE Mass Market High Low O What it is... Positioning maps are a great tool to visualize competitive positioning, developments over time, and to develop scenarios of potential competitor responses. How we used it... We used this positioning map to place well known car brands beside Otto to visualize our concept’s competitive advantage. Why it is important... This map highlights Otto’s high personalization in premium and mass markets to be an advantage over competitors. MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPOSITIONING MAPS
- 13. Summary: Different methods were used to prototype this concept and gather user insights. We constructed a desktop walkthrough with Legos and engaged users to build their desired dealership with various prepared pieces. A low-fi user interface for the car, dossiers with three vehicles types, and a smartphone interface were designed to roleplay scenarios that could show how the car may interact with the driver. 13 DESKTOP WALKTHROUGH ARTIFACTS ROLE PLAYING MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPROTOTYPING METHODS
- 14. 14 participants CAR TECHIE TECH SAVVY TECH SAVVY CAR TECHIE JOHN PAUL FORREST MARGARET BRANDON MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPERSONA MATCHES
- 16. 16 GENIUS BAR PRIVATE ROOM MECH. AREA GALLERY KID AREA SHOW CASE MECH. AREA SHOW CASE DYNO TRACK HELIPAD ENTRANCE ENTRANCE GALLERY JOHN PAUL, FORREST, MARGARET BRANDON MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPROTOTYPING DESKTOP WALKTHROUGH
- 17. Summary: The user insights gathered from our prototyping efforts allowed us to see future possibilities for development. Here we have highlighted six main insights and grouped them into pros and cons. 17 People are willing to pay a premium to avoid negotiation, opting for a trusted, centralized source The legal barriers to entry are much more complex than initially thought 1 1 “Car guys” were interested in car performance and aesthetics whereas the tech-savvy expressed more interest in human interactions Realized well-informed car enthusiasts are not our target market 2 2 Could structure payments per mile of usage instead of time- based (related to depreciation) Need to have IP 3 3 MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSPROTOTYPING INSIGHTS
- 18. 1818 • Equity (manufacturing agreement) • Employee salaries (tied to willingness to recommend) • Car maintenance • Physical space • Marketing • Car manufacturer • Property owners • Data suppliers • Transport services • Car user interface • Mechanics • R&D: designers and engineering • Facilitators • Car manufacturer • Dossiers • Ads • Interactive website (quiz + game) • Cars • Dealership • Training • Matchmaking • Plan sales • Assemble cars • Manage business relationships • Flexible • Meaningful • Involved • Loyalty (brand & user) • Milestone celebrations • Trial based test drives • Personality assessment • Modular cars • Membership plans • Customizable parts • Digital assistance • Techie: gadget guru • Personifiers • Commitment phobes • Trend setters • Customizers • DIYers • Initiation fees • Monthly payments • Upgrade payment • Sell data Partners Cost Structure Revenue Streams Processes Offering(s) Relationships Customers Resources Channels MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERS What it is... The Business Model Canvas is a tool that allows you to begin to build a business model that covers nine major building blocks. How we used it... We used this tool to discuss different strategies and show how Otto intends to make money. Why it is important... This simple infographic covers four main areas of Otto’s business model: customers, offer, infrastructure, and financial viability. MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBUSINESS MODEL CANVAS
- 19. 19 • Equity (manufacturing agreement) • Employee salaries (tied to willingness to recommend) • Car maintenance • Physical space • Marketing • Car manufacturer • Property owners • Data suppliers • Transport services • Car user interface • Mechanics • R&D: designers and engineering • Facilitators • Car manufacturer • Dossiers • Ads • Interactive website (quiz + game) • Cars • Dealership • Training • Matchmaking • Plan sales • Assemble cars • Manage business relationships • Flexible • Meaningful • Involved • Loyalty (brand & user) • Milestone celebrations • Trial based test drives • Personality assessment • Modular cars • Membership plans • Customizable parts • Digital assistance • Techie: gadget guru • Personifiers • Commitment phobes • Trend setters • Customizers • DIYers • Initiation fees • Monthly payments • Upgrade payment • Sell data Partners Cost Structure Revenue Streams Processes Offering(s) Relationships Customers Resources Channels MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBUSINESS MODEL CANVAS
- 20. 20 OTTO I was born from the need to humanize car dealerships I offer memberships for modular cars that are tailored to fit your lifestyle and personality I help people that want satisfying relationships with their vehicles I am flexible, transparent, and quirky I ease your mind with a pressure free relationship that moves you I believe cars should have personalities with purpose I exist to facilitate a modular automotive ecosystem I stimulate satisfying relationships between people and cars HERITAGE OFFERING AUDIENCE PERSONALITY BENEFITSVALUES & BELIEFS MISSION ON EARTH VISION MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBRAND IDENTITY What it is... The brand identity map personifies the brand through first person statements. These statements help to define several aspects that represent Otto. How we used it... We used this tool to verbally describe our desired identity for the Otto brand. Why it is important... This describes the brand in simple statements that are easy to grasp.
- 21. 21 OTTO I was born from the need to humanize car dealerships I offer memberships for modular cars that are tailored to fit your lifestyle and personality I help people that want satisfying relationships with their vehicles I am flexible, transparent, and quirky I ease your mind with a pressure free relationship that moves you I believe cars should have personalities with purpose I exist to facilitate a modular automotive ecosystem I stimulate satisfying relationships between people and cars HERITAGE OFFERING AUDIENCE PERSONALITY BENEFITSVALUES & BELIEFS MISSION ON EARTH VISION MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBRAND IDENTITY
- 22. 2222 Visual Palindrome alludes to reconfigurability Ambiguous, reads as car viewed from both side and front Verbal Naming: Sounds like “auto” but is a human name MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBRAND EXPRESSION
- 23. 2323 Futura Bold STD abcdefghijklmnopqstuvwxyz Visual Deep blue and orange-yellow combination: modern and clean Modernist Typeface: clean, modern, simple & perfectly round “O” Glyph. Verbal MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBRAND EXPRESSION
- 24. MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBRAND EXPRESSION Summary: Many of the current terminology that refers to the new car dealer sector has become standard. This infographic highlights how we intend to re- brand the typical terms associated with the sector to help our service differentiate from common dealerships deemed untrustworthy. 24 Otto-Builder Otto-FacilitatorSalesman Mechanic Otto-ShopDealership Facilitators Otto Builder USER FRONT STAGE
- 25. MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBRAND EXPRESSION Summary: One of the artifacts we designer for prototyping was a dossier that included the information of each vehicle. The idea of providing the customer with only one option lacked excitement. So we decided to offer two other options to provide more variety to this experience. www.otto/ben MPG Top speed Trunk Volume Stopping Distance 60 165 mph 16 ft 3 126 ft Efficiency rating Seats Dimensions Personal Space 9.2 2 170 in 8.9 Woah! This one commands attention. It zigs when everyone zags. And it is so much fun. Yep, you are up for fun right now. So wave to the appreciative crowds as you ride away. 3T H E “ W I L D C A R D ” 25 2T H E “ S O U L M A T E ” www.otto/ben MPG Top speed Trunk Volume Stopping Distance 48 130 mph 20 ft3 120 ft Efficiency rating Seats Dimensions Personal Space 6.9 4 210 in 5.5 There is no denying it, this is how you feel aboutthis car: “I’m my beloved and my beloved ismine.” If only it could understand you when youspeak it would be perfect. And it does. And it is. www.otto/ben MPG Top speed Trunk Volume Stopping Distance 30 108 mph 26.3 ft3 113 ft Efficiency rating Seats Dimensions Personal Space 5.2 4 196 in 7.8 You do not have to own a car that is exactly you. You can always go against the grain, and have you car be that weekend personality your colleagues never get to see. 1T H E “ O P P O S I T E S A T T R A C T ” Visual Huge numerals in classic typeface: Otto is bold but tasteful Gray cars and limited color: “now choose only your model, please” Verbal Zany categories: Otto is quirky and cheeky www.otto.com/you: this is all about you as an unique individual Funny but true-to- emotions text: Otto gets how picking your car is expressive
- 26. MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSBRAND EXPRESSION Summary: We wanted the Otto brand to express the same modularity offered by its vehicles. To do this we intend to allow users to customize the Otto logo according to their preference as well as the look of their documentation. Below are two examples of the logo and dossiers potentially created by users. 26 www.otto/ben MPG Top speed Trunk Volume Stopping Distance 30 108 mph 26.3 ft3 113 ft Efficiency rating Seats Dimensions Personal Space 5.2 4 196 in 7.8 You do not have to own a car that is exactly you. You can always go against the grain, and have you car be that weekend personality your colleagues never get to see. 1T H E “ O P P O S I T E S A T T R A C T ” In www.otto.com/benDossier for Ben Dossier for Lisa In www.otto.com/lisa Visual Verbal Ben’s favorite color is blue. He is a convertible fanatic Lisa is into illustrations and loves the Bug.
- 27. MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSIMPLEMENTATION ROADMAP 27 PARTIAL MODULARITY F U L LMODULARITY C O - C R E AT E D RESEARCH & DEVELOPMENT 1 2 3 • Establish supplier agreement • Build customer base • Neophiles Deliver • Limited modularity • New brand • Car matchmaking $ • Equity financing • Membership dues • Begin element design and manufacturing • Expand customer base • Simplicity Seekers Deliver • Full modularity • In House Design $ • Equity financing (Cont.) • Membership dues • Element charges • Initiate co-creation program • Offer brand variations • Designers and car enthusiasts Deliver • “Choice engine” • Trusted brand • Customer created designs $ • Membership dues • Element charges YEAR 0 YEAR 5 YEAR 10
- 28. Summary: The most important output of this concept is the value created for multiple stakeholders. Below is a stakeholder map and highlighted stakeholders along with the value created for them. We believed this was important to display how this concept can be a real game changer in this sector. 28 User Facilitator Investor Facilitators Otto Builder Other members Cleaning Staff Security USER FRONT STAGE BACK STAGE Financial Expert Design Team Other drivers Investors Manufacturer Ad Agency A satisfying relationship with their car Meaningful and pressure free working environment Consistent and simple revenue streams from membership plans MONICA TISMINESKY MARK HEMPHILL MICHAEL BUQUET BHAVIKA SHAH TEAM MEMBERSVALUE CREATION stakeholder value
- 29. THANK YOU SCAD is a private, nonprofit, accredited institution conferring bachelor’s and master’s degrees at distinctive locations and online to prepare talented students for professional careers. SCAD offers degrees in more than 40 areas of study, as well as minors in nearly 60 disciplines in Savannah and Atlanta, Georgia; in Hong Kong; in Lacoste, France; and online through SCAD eLearning. SCAD exists to prepare talented students for professional careers, emphasizing learning through individual attention in a positively oriented university environment. Offering more degree programs and specializations than any other art and design university, SCAD is uniquely qualified to prepare talented students for professional, creative careers. SCAD is the first university in the U.S. to offer service design degree programs. A well-rounded service designer is part researcher, part strategist and part designer. At SCAD, service design students learn how to take on—and deftly move between—all three roles in innovation projects. SERV 724 – User-Centered Design for Services | Team Members: Bhavika Shah, Mark Hemphill, Michael Buquet, Monica | Professor Robert Bau