The document describes a proposed service model for a children's tableware brand. The model includes both physical stores and an online store/app. The app would allow parents to create profiles for their children, recommend suitable products based on the profiles, and encourage customization. Parents could also use the app to create blogs and share experiences. The goal is to save parents' time, provide more suitable products for children's development stages, and increase family bonding.

2. According to preliminary research, I decide to focus on service design. I redesign the service system based on SKIP HOP’s existing products
and add more meaningful functions of my concepts to improve this brand’s whole service model. As most brands, products selling is distributed
into three different kinds retailers: mass market retailers, independent dealers and online stores. The physical stores focus on selling but online
stores focus on customization.
Through this model, parents can find more suitable products and company provides a service that help parents progress through a development
stages of children to match tableware. Perhaps this service would use, sell or promote different brands of tableware for different child
development stages. In addition, customers can create their Blog via our App, and share their user experience or write using diary.
Introduction
KEY POINTS
• App design
• Customize
• Personal Blog
• Change reminding
NEEDS
• Save time
• More suitable products
• Increase family members’ relationship

3. Basic requirement and central needs of most important customer’s desired state.
A + an incremental improvement/desired state.
B + another incremental improvement/desired state.
Big idea that goes beyond the basic ABC and provides more than any competitor.
Recommend types of products
Recommend types of products + Encourage customization
Recommend types of products + Encourage customization+ Provide sharing platform
Save time for busy parents and increase family members’ relationship
ABC-Q

4. ABC-Q
A: Recommend the most suitable products which match children’s
characters and age stages.
I suggest parents to create a personal file of their babies which includes
children’s basic information and their preference. Definitely, it doesn’t
mean let parents create baby profiles by themselves completely. I will
give parents some options which can help brand to narrow down their
needs and characters. In this way, we could collect customers’ basic
information, such as baby’s age, gender, habit, favorite colors. According
to this process, I could provide a service that can help parents progress
through a development stages of children to match tableware. Children’s
growth is fast and have different needs at different age stages. Thus, we
could notify parents when baby’s cutleries arrive change time, and
recommend suitable stuff for them.

5. ABC-Q
B: A+ We encourage customers creating their specific products.
Although we recommend some suitable products for customers, they
only choose what they have seen when they purchase and make
decisions with existing products. Thus. their options are still limited
and simple. Sometimes, customers like this color but don’t satisfy
with the form. While, we let customers customize their own specific
products. Definitely, it doesn’t let customers to design products. The
model is similar to Nike and Adidas’s online customize service.
Customers could choose their favorite colors and images, and they
also could decide what materials they want to use.

6. ABC-Q
C: B + Add a share function to website or App.
Some people super care about products’ quality so they want to
try and test before purchase. While some customers cannot do
this at every time. In order to solve this problem, I plan to let
customers create own Blog and share their experience with each
others and write their own using diary. In this way, other
customers could see more real user feedback rather than an
immediate feeling, so they can know whether this product is
good enough to use in a long time. In addition, parents also
could update their children’s growth diaries and amazing images
in order to record these precious memories.

7. ABC-Q
Q: Save time for busy parents and increase family members’ relationship.
More and more parents prefer shopping online because it helps them save time and money to look around and compare. Parents could compare and
look around different products at the same time. According to preliminary researches, most parents with little babies are young parents, and they just
start working and need to face a large amount of work. Therefore, these kinds of young parents don’t have enough time to company their children. In my
model, children and parents could customize products together. Therefore, these kinds of products and this process could increase the interaction
between parents and children. According to preliminary researches, parents usually choose the products which could add interaction with parents and
help children develop mind healthily.

8. Service Model
• This service model is divided into two main
parts: physical store and online store. App is
the connection between them. Physical stores
provides one-to-one service and physical
advertisement, and customers could try and
buy products at stores and get products directly.
On another aspect, online store provides
customize service which is the most special
service compared to existing tableware brands.

9. Delivery Structure
• Delivery structure describes the whole process from production and delivery to consumption. Thus, this is a whole process
includes manufacturing, shipping and purchase.

10. Flow Map
• Flow map shows three main flows in this
service model: information flow, financial
flow and service flow.

11. Journey Map
• Journey map displays a whole process of purchasing products, including
receiving information, offline shopping, online shopping and sharing feedback.

12. APP
This is the first page of the App that we could
call it home page. I move the search function
from right to left side and add a login on the
top right.

13. APP
When you click the login icon, you will enter
this page. Enter your username and password
to go into your personal account.

14. APP
After login, you could see your cartoon image.
You could click it again and enter your account.

15. APP
In this section, you could find your profile, your
favourite products, your orders, your list and forum.
My Profile is a function that let you to write your
personal information and help us to find which
products are more suitable for you. My Favourite
Products shows our recommended products. In My
Orders, you could find all of your former and in
process orders. My List includes all your interested
stuff, so you can save them here and see them in
the future. Lastly, Forum is a space that gives
customers more helpful information from former
users; moreover, parents could write their own using
diaries to record amazing memories.

16. APP
Complete your children’s basic information at this
page. We provide some options to customers in
order to make the data easy to analyze and
collect, such as favourite color and animals.

17. APP
Back to your personal account. Click Forum.

18. APP
You could see some more excellent customers’
share at this section. This page could help you
see user’s experience and learn products deeply.

19. APP
This page includes all of the customers review.
You could search by entering key words.

20. APP
This part is your own Blog. We have a service
that help you combine your all diaries by using a
timeline. In addition, we provide a calendar for
you to remind you change products(blue point),
and record each day that you write diary(pink
point).

21. APP
Back to your personal account.
Click My Favourite Products.

22. APP
On this page, we recommend some suitable
products for customers according to their
information, such as children’s favourite colors
and animals.

23. APP
In addition, you also could choose products by
another way. We also provide a service that
recommend correct stuff according to children’s
age stages. Customers also can choose by
different price which will be more comfortable to
them.

24. APP
Click CUSTOMIZE to create your personal tableware.

25. APP
Click Start Creating for your amazing style.

26. APP
On this page, you could choose one stuff that
you want to customize.

27. APP
On this page, you could choose one stuff that
you want to customize.

28. APP
Then, you can choose your favourite materials,
colors and images, then click DONE if you finish.
Definitely, different combination has different
price which is shown on the bottom of left block.

29. THANKS.