This document summarizes a student's service design project analyzing Back in the Day Bakery in Savannah, GA. It includes an introduction to the bakery, an overview of the student's service safari methodology involving observing customer and designer perspectives, diagrams of the bakery's service environments and zones, segmentation of customer markets into targets like solo customers or families, a stakeholder map, and introduction of personas including "Donald", a 5-minute resident customer. The overall document provides context and research for the student's analysis of the bakery's customer experience through a service design lens.

2. Introduc)on
“Back
in
the
Day
Bakery
is
a
food
lover's
des6na6on
serving
up
Savannah's
best
desserts
and
treats,
rus6c
breads,
and
award-­‐winning
cupcakes
along
with
the
best
coffee,
espresso,
and
lunch.”
-­‐www.backinthedaybakery.com
2
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

3. Service
Safari
Being
Customer
Being
Service
Designer
1. Learn
about
an
experience
of
1. Iden)fy
the
bakery’s
how
Back
in
the
Day
Bakery
environments,
zones,
provides
a
service.
encounters
from
the
experience
of
being
customer.
2. Iden)fy
some
personal
opinions
based
on
specific
needs,
2. Segment
markets
and
develop
sensory
impressions,
emo)ons,
stakeholder.
and
pain
points.
3. Based
on
markets
and
3. Personal
opinions
lead
to
stakeholder,
build
personas
and
become
a
service
designer
and
use
scenarios.
start
analyze
a
further
research.
4. Discover
an
uncover
deep
insights
and
frame
strategic
problems.
3
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

4. Service
Environments
and
Zones
Bakery
sells
Back
in
the
Day
things
Bathroom
Bakery
Seek
drink
supplies
Outside
Social/Seat
Area
Exit
Order
Outside
Entrance
Parking
lot
Parking
Throw
trash
lot
away
Zones
Environment
Major
Insight
4
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

5. Segmen)ng
the
Market
General
Targets
Single
With
Friend(s)
With
Families
With
Couple
Solo
Group
5
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

6. Segmen)ng
the
Market
Specific
Targets
5-­‐Minute
Resident
20-­‐Minute
Resident
Solo
6
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

7. Segmen)ng
the
Market
5-­‐Minute
Resident
20-­‐Minute
Resident
non-­‐users
everyday
users
breakfast
lunch
credit
cash
drink
meal
To-­‐Go
stay
in
7
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

8. Stakeholder
Map
1.
5-­‐Minute
Resident
/
10-­‐Minute
Resident
2.
Workers
3.
#1
Owner
9
4.
#2
Owner
10
5.
Solo
Customer
6.
Tourists
7.
Co-­‐Workers
8
8.
Friend-­‐Customers
3
9.
Family-­‐Customers
4
10.
Couple
Customers
1
User
7 x
3
Stakeholders
who
will
interact
with
the
user
2
Stakeholders
who,
while
visible,
will
not
necessarily
interact
with
the
user
5
Group
6
8
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

9. Introduc)on
Personas
#1
Persona
(5-­‐Minute
Resident)
#2
Persona
(20-­‐Minute
Resident)
Donald
Burris-­‐Gomer
Jr.
Brook
Bennee
9
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

10. Inputs:
Meet
Donald!
“I
love
to
explore
AGE
LOCATION
EDUCATION
OCCUPATION
SALARY
HOME
MARTIAL
STATUS
something
new
in
Savannah
to
release
my
daily
Graduate
rou)ne
back
at
26
years
Savannah,
Cer)ficate
in
Jim
Baseball
$40,000
3
Bedroom
In
old
GA
Evans
Academy
of
Umpire
House
Rela)onship
my
home!”
Professional
Umpiring
Trigger
BEFORE
SERVICE
Key
Mo6vator
Explicit
Needs
Implicit
Needs
End
Goals
Feel
sa)sfied
with
his
meal
Get
a
meal
to
eat
Func)onal
Needs
Visit
before
Experience
Visit
aner
the
service
Deaf-­‐friendly
feeling
Want
to
go
out
the
service
Goals
Deaf
Social
encounter
of
his
house
Events
encounter
(daily
rou)ne)
Physical
Stable,
Energe)c,
Hungry
States
The
experience
of
Visi)ng
Back
in
the
Emo)onal
Day
Bakery
Open,
Not
fully
confidence
States
Emo)onal
Needs
Exit
the
Mental
Worry,
Wonder,
Wish
to
spend
Enter
the
Refresh
his
Bakery
States
Responsive
well
some
)me
with
Bakery
mind
from
his
busy-­‐
Visit
during
being
passive
girlfriend
the
service
Expecta)on
Get
a
meal
to
eat
encounter
10
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

11. Donald’s
Process
Specific
Needs
Explicit
Needs
Implicit
Needs
Explicit
Needs
Implicit
Needs
Func)onal
Needs
Emo)onal
Needs
Use
paper
Feel
and
pen
or
Treats
for
Feel
efficient
comfortable
deaf-­‐friendly
his
hearing
and
be
sa)sfied
with
his
seat
method
to
service
dog
with
his
meal
and
service
communicate
dog’s
space
Point-­‐of-­‐Service
Blueprint
Customer
Ac)ons
Approach
Enter
Back
in
the
Order
Counter
Proceed
to
Pay
for
Receive
observe
menu
Place
the
order
the
order
Day
Bakery
the
order
Cashier
Have
a
hard
)me
to
find
Have
to
use
paper
and
Could
not
hear
the
call
a
food
menu
with
prices
pen
to
communicate
when
an
order
is
delivered
Take
a
seat
Request
worker
Greet
his
friend
Make
an
anerward
plan
Leave
the
with
his
for
Wi-­‐Fi
Go
to
the
to
seele
down
with
his
friends
aner
Bakery
due
to
bathroom
receive
a
closed
)me
service
dog
informa)on
and
chat
reminder
from
a
worker
closed
)me
Insufficient
comfortable
Wonder
if
Bakery
had
Go
through
a
crowd
20
minutes
seele
down
space
for
his
service
dog
Wi-­‐Fi
service
and
use
prep.
room
aner
request
with
his
friend
aner
she
paper
and
pen
to
a
worker
if
they
had
one
finally
arrived
from
her
request
and
where
was
it.
work
was
not
enough.
11
Pain
Point
Sa)sfac)on
Dissa)sfac)on

12. Donald’s
Sensory
Impressions
“As
I
entered
the
bakery
for
first
)me,
the
first
impression
I
no)ced
is
the
way
interior
design
lined
my
energy
up
immediately.
A
lot
of
visions
enjoy
me
to
secretly
being
in
a
fantasy.
As
I
approached
a
counter
cashier,
I
was
not
surprised
about
the
communica)on
barrier,
because
I
experienced
the
same
thing
from
other
services.
Not
just
by
that,
I
had
to
face
a
worker
about
four
)mes
according
an
order
call,
Wi-­‐Fi
informa)on,
bathroom
direc)on,
and
others.
Communica)on
barrier
is
not
the
only
thing
I
worried
about,
because
my
service
dog’s
space
is
one
of
my
concerns.
However,
meal
had
me
sa)sfied,
and
I
don’t
mind
coming
back
again
to
get
used
to
the
new
service.
Probably
workers
would
learn
something
to
service
me
beeer.”
12
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

13. Output:
Donald’s
Sa)sfac)on
What
I
expected
to
get
What
I
(perceived
I)
got
Perceived
Performance
?
Expected
Performance
high
low
Welcome
Price
Service
Quality
of
Quality
of
Comfortable
Comfortable
of
Wi-­‐Fi
Overall
Encounter
Drinks
Meals
of
social/seat
Service
Customer
bathroom
area
Service
<
<
>
=
<
>
<
>
>
Therefore,
Donald’s
most
of
expecta)ons
are
more
than
perspec)ves,
which
are
sa)sfied.
Donald
has
been
returned
to
the
bakery
for
several
)mes,
but
he
wishes
to
see
few
improvements
from
the
Bakery
to
meet
his
deaf-­‐friendly
expecta)ons.
Deaf-­‐friendly
conveniences
would
suggest
owners
to
find
a
way
to
remove
a
communica)on
barrier
and
allow
deaf
customers
to
do
a
self-­‐service.
If
Donald’s
wish
was
made,
he
will
come
more
onen
than
regular
to
support
doing
with
Bakery’s
suppor)ve
service.
13
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

14. Inputs:
Meet
Brook!
“So
)red!
I
am
so
AGE
LOCATION
EDUCATION
OCCUPATION
SALARY
HOME
MARTIAL
STATUS
mood
for
going
out
to
socialize
with
my
friend,
so
I
can
Associate
Degree
have
some
break
22
years
Savannah,
in
Stark
State
$80,000
2
Bedroom
Engaged
Cap)oner
from
my
work!”
old
GA
College
of
House
Technology
Trigger
BEFORE
SERVICE
Key
Mo6vator
Get
to
socialize
with
her
Implicit
Needs
Explicit
Needs
End
Goals
friend
and
eat
a
small
To
social
meal
with
friends
Need
a
new
Func)onal
Needs
Visit
before
Experience
environment
to
Wish
she
Visit
aner
the
service
Deaf-­‐friendly
feeling
the
service
Goals
fresh
her
mind
would
bring
encounter
through
socialize
her
dog
with
encounter
Physical
with
her
friends
her
Tired
States
and
eat
a
meal.
The
experience
of
Visi)ng
Back
in
the
Emo)onal
Day
Bakery
Excited,
Moved
States
Emo)onal
Needs
Exit
the
Desperate
Enter
the
Mental
Enjoy
some
news
someone
to
Bakery
Calm
from
her
friends
Bakery
States
take
care
of
and
feel
sa)sfied
Visit
during
Have
a
good
)me
with
her
dog
back
at
with
her
meal.
the
service
Expecta)on
friends
and
sa)sfy
her
her
home.
encounter
hungry
stomach
14
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

15. Brook’s
Process
Specific
Needs
Explicit
Needs
Implicit
Needs
Explicit
Needs
Implicit
Needs
Func)onal
Needs
Emo)onal
Needs
Desperate
for
Dog-­‐ being
fluent
in
Want
to
see
Friendly
Feel
efficient
vegetarian
and
be
sa)sfied
American
Sign
place
to
food
op)ons
with
her
meal
Language
to
talk
social
with
with
her
deaf
her
friends
friends
Point-­‐of-­‐Service
Blueprint
Customer
Ac)ons
Approach
Enter
Back
in
the
Approach
Order
Counter
Proceed
to
Place
the
Pay
for
Day
Bakery
her
friends
observe
menu
order
the
order
Cashier
Not
a
lot
of
Vegan
op)ons
and
learned
that
meals
are
no
longer
provided
aner
3:30
pm
Take
a
seat
Chat
with
her
Receive
a
closed
Make
an
Leave
the
Receive
with
her
)me
reminder
anerward
plan
the
order
friends
and
Bakery
due
to
friends
drink
her
tea
from
a
worker
with
her
friends
closed
)me
20
minutes
seele
down
with
her
hardly-­‐see-­‐
friends
aner
an
order
was
not
enough.
Pain
Point
Sa)sfac)on
Dissa)sfac)on
15
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

16. Brook’s
Sensory
Impressions
“The
interior
design
impressed
me
inspira)onally,
because
it
helped
boost
my
energy
up.
I
was
decreasingly
excited
as
I
observed
a
menu,
because
I
learned
that
the
bakery
gave
me
a
limited
vegetarian
op)on.
Not
just
by
that,
I
live
20
minutes
far
away
from
the
bakery,
I
also
found
out
that
meals
are
no
longer
provided
aner
3:30pm.
My
work
schedule
tends
to
finish
at
either
anernoon
or
evening,
and
the
dinner
has
never
created
to
meet
my
stomach
)me.
Even
sadly,
I
finally
met
my
friend
to
seele
down
for
just
20
minutes
un)l
closed
)me.
It
ended
me
with
a
disappointment.”
16
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

17. Output:
Brook’s
Sa)sfac)on
What
I
expected
to
get
What
I
(perceived
I)
got
?
Expected
Performance
Perceived
Performance
high
low
Welcome
Price
Service
Quality
of
Quality
of
Comfortable
of
Wi-­‐Fi
Overall
Encounter
Drinks
Meals
social/seat
Service
Customer
area
Service
<
=
>
=
>
>
>
>
Therefore,
Brook’s
most
of
perspec)ves
are
less
than
expecta)ons,
which
is
dissa)sfied.
Since
she
lives
20
minutes
away,
she
may
highly
not
be
returned.
However,
the
focus
of
improving
the
dissa)sfac)on
is
mee)ng
Brook’s
service
expecta)on.
The
improvements
may
be
suggested
as
providing
her
more
vegetarian
op)ons
and
allow
business
availability
to
be
exaggerated
un)l
dinner
evening,
so
20
minutes
away
would
worth
her
return
more
onen.
17
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

18. Uncover
Deep
Insights
Go
flow
with
business
hours.
Environment
is
Friendly.
Most
of
bakery
cafés
tend
to
An
entrance
is
a
big
provide
a
breakfast
and
lunch
recogni)on
of
feminine
hours,
and
it
brings
an
decora)on
to
invite
uniform
society
to
customers’
customers’
energy
openly.
awareness
that
Back
in
the
Day
Bakery
is
one
of
them.
People
have
a
quiet
ac)vity.
Most
of
customers
like
to
The
Bakery
highly
provides
a
service.
come
in
for
a
relax
social,
Most
of
customers
reply
on
workers
calmly
use
non-­‐digitals
and/or
to
do
the
most
of
services
for
them
digitals,
and/or
a
meal
to
instead
of
being
self-­‐serviced.
happily
eat.
18
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

19. Strategic
Problem
How
can
Back
in
the
Day
Bakery
improve
a
way
to
remove
few
barriers:
communica)on,
vegetarian
op)ons,
business
availability,
and
feminine
decora)on
to
bring
more
customers?
19
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5

20. Thank
You
20
Tiffany
Slieff
|
Professor
Bau
|
SCAD
|
School
of
Design
|
Service
Design|
SERV
216
|
Winter
2013
|
Assignment
5