Service Design
Final Project Submission
Campbell . Lui . Vichare . Wu
Design Service
Value Curve: FedEx Kinko’s as Office Solutions Provider
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
Design Service
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Value Curve: FedEx Kinko’s as Graphic Design Service
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
Design Service
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FedEx Kinko’s New Blue Ocean
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
Design Service
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Expanding FedEx Kinko’s Core Competencies
Founded in 1970.
Opened its first 24-hours
outlet in Chicago in
1985.
Design Service
With 1200 store
worldwide & online
ordering ser
services,
ices
Kinko’s is ready to
introduce a design
service that focuses on
providing small
businesses high-quality,
quick turnaround graphic
design expertise
expertise.
Began to focus on small
businesses in early 90’s.
In a TV campaign, it urged
business owners to use it
as "your branch office."
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Brand Stretch
70’s
24-hour Copying Service
for Individuals
90’ss
90
‘Branch Office’ for Small
Businesses
Now
Making Graphic Design
Accessible
Design Service
Graphic Design
S i
Service
Binding
Signage
Promotions
Shipping
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Service Description
Design Service
FedEx Kinko's Design Service
• FedEx Kinko's Design Service is the latest in a range of services the
company offers for small businesses
businesses. The new service focuses on
providing customers with high-quality, reasonably-priced, quick graphic
design expertise.
• Small businesses often do not have the in-house expertise to create
quality presentations
presentations, logos and graphics and can
can’tt afford the price
and slow turnaround times of traditional advertising and design firms.
• Through the online design site, customers can create a profile, select
design styles, place orders, proof designs and pay.
• Customers can visit select FedEx Kinko’s “hub” stores that feature
on-site designers to make edits and enhancements. All with the fast
turnaround times expected of FedEx Kinko’s.
• FedEx Kinko's Design Service is another offering helping to serve as
the
h b
branch
h office
ffi to smallll b
businesses
i
that’s
h ’ always
l
there
h
when
h
needed.
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Value Proposition
Target
Brand Name
F
Frame
Differentiating
Benefits
Reason to
Believe
Equity Link
Imagery
Design Service
Small businesses needing fast, quality graphic design
FedEx Kinko's Design Service
Offi S
Office
Services,
i
G
Graphic
hi D
Design
ig S
Services
i
As your small business partner, FedEx Kinko’s is always there to help create and produce
exactly what your business needs.
FedEx Kinko’s is a well-known, reliable full-service printing and office services company
with locations worldwide. It is a well-respected brand with a strong online presence.
Fast, quality design.
Helpful, Customized, Creative, Quick
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Pricing
Design Service
• Assumption – 80% of orders will be generated by standard
templates/design work; 20% of orders will be fully customized.
• Customers can start with a Standard Order and upgrade to Custom
Order by paying hourly.
Standard Order
• $50 Fixed Charge
• Presentation Only. Fifty Slides Maximum
Custom Order
• $20 Hourly Fee
• Access to Presentation and Stock Art Library
• Presentation, Logo and Promotional Materials
• 24-hour Turnaround
• In-person Consultation at Selected Locations
• Post-draft Consultation (one hour maximum)
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Infrastructure
Design Service
Management and Staff
24 Hour Design service
Invisible
P
Part
Physical/Technical
Resources
Service Culture
Organization & Control
Visible
Part
Customer
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Service Scenario: Presentation Make Over
Design Service
•Alison owns a small IT consulting firm. She needed to create a requestfor-proposal for a project with a local bank. She worked through the
nights with her teams to complete the proposal, but Alison felt that the
presentation looked a little boring.
boring
•When she brought her proposal to FedEx Kinko's for printing & binding,
she saw a brochure about a new services called FedEx Kinko's Design
Service. At home, Alison logged onto FedEx Kinko's Design Service
website & she was amazed by the 24 hours turn-around service &
reasonable prices.
•Alison created an online profile with her design preferences. She was
instantly offered 3 design templates as soon as she started her order.
She could even add stock photos right from the site. In the next morning,
she received her file in an email. She replied to request several tweaks.
Several hours later, her presentation was ready and so was she!
Touch Points
Existing Service Elements
•FedEx Kinko’s website
•In-store services
•Local stores
•Printing services
1 800 24-hours
24 hours number
•1-800
Online clip art catalog
•Online
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Service Scenario: New Corporate Identity
Design Service
•Jason recently opening a bakery and needed a company logo &
promotional materials. He was under a budget and wanted to choose
from several designs. His college friend told him about a new service
called FedEx Kinko's
Kinko s Design Service.
Service
•Because he had never used a design service before, he went to a
local FedEx Kinko's store and inquired about their service. In-store
staff walked Jason through the creation of an online profile, as well as
an online description of what he was looking for in his designs. The
next morning, he was delighted to receive all 3 proposals in an email.
•He selected one of the designs & ordered business cards,
letterheads right on the FedEx Kinko
Kinko'ss website. He also got a digital
copy of the logo a popular file formats, which he could use to order a
store sign.
Touch Points
Existing Service Elements
•FedEx Kinko’s website
•In-store services
•Local stores
•Printing services
1 800 number
•1-800
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Service Blueprint: Online Order (Part One)
Design Service
Placing an Online Order for Graphic Design Service of a Presentation Deck
Access Website
PHYSICAL
EVIDENCE
CUSTOMER
ACTIONS
Orient & Decide
FedEx Kinko’s
website
Customer Browses
Sample Work
Customer logs on
FedEx Kinko’s
website
Customer Sets Up
Profile
Customer Uploads
Job Requirements
Customer
Makes
selection
Customer Reviews
Proposed Options
Customer Gets to
See the stock
Pictures
Line of Interaction
WEBSITE
INTERFACE
Customer Receives
e-mail Notification
FedEx Displays
Time & Price
for the Job
Line of Visibility
BACKSTAGE
CONTACT
FedEx Kinko’s
Receives Update
Line of Int. Interaction
SUPPORTING
PROCESSES
Registration System
on website
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
System
Database
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Service Blueprint:
Blueprint Online Order (Part Two)
Order & Make Payment
Customer Accepts
Terms
FedEx Returns
Copy of INDIA
Customer Submits
Presentation
Materials
Design Service
Receive Deliverable
Customer Makes
Payment Online
Customer Downloads
Presentation
Customer Receives
Email Receipt
Customer receives
E-mail notification
Customer Receives
Job
Customer Uses
Online Tool to
Request Changes
Feedback
Customer Downloads
Presentation
C t
Customer
R
Receives
i
e-mail Notification
Customer receives
Follow-up call from
FedEx Kinko’s
Order Notification to
FedEx Kinko’s
System Records
Order
Inform Overseas
Contracting Co.
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
Designer resends
Modified work
FedEx Kinko’s makes
Follow-up call
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Service Blueprint: In Store Order (Part One)
Design Service
Visiting a FedEx Kinko’s Store to Order Graphic Design Service of a Presentation Deck
Access Website
PHYSICAL
EVIDENCE
CUSTOMER
ACTIONS
Line of Interaction
ONSTAGE CONTACT
ONSTAGE CONTACT
EMPLOYEE ACTIONS
EMPLOYEE ACTIONS
FedEx Kinko’s
Hub Store
Orient & Decide
In-store
Computer Terminal
Customer Approaches
the service desk
In-store Staff Sets Up
Online Profile for
Customer
In-store
Computer Terminal
In-store
Computer Terminal
Customer specifies
Job requirements
Customer submits
Job Requirements
Customer
Makes
Selection
Staff p
presents
Proposed Options
Staff shows
Stock pictures
System
Database
System
Database
Staff Provides
Job Quote
Customer Receives
e-mail Notification
Line of Visibility
BACKSTAGE CONTACT
EMPLOYEECONTACT
ACTIONS
BACKSTAGE
EMPLOYEE
ACTIONS
Line
of Int. Interaction
SUPPORTING
PROCESSES
Registration System
on website
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Service Blueprint: In Store Order (Part Two)
Order & Make Payment
Design Service
Receive Deliverable
Feedback
In-store
Computer Terminal
Customer Accepts
Terms
Customer Submits
Presentation
Materials
Customer goes to
FedEx Kinko’s
hub Store to
Request Changes
Customer Receives
Job
Customer receives
E-mail notification
I t
In-store
staff
t ff
relays changes
online to designer
Customer Receives
e-mail Notification
Inform Overseas
Contracting Co.
Designer resends
Modified work
Customer Makes
Payment in the store
Customer Downloads
Presentation
C t
Customer
R
Receives
i
Hard copy of Receipt
& Email Receipt
System Records
Order
Customer Receives
Job
Customer receives
Follow-up call from
FedEx Kinko’s
FedEx sends
Copy to INDIA
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
SUPPORTING
FedEx Kinko’s makes
PROCESSES
Follow-up call
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Prototyping: Hypothesis & Goals
Design Service
Hypothesis
FedEx Kinko's Design Service Online & In-store service solves small
business’ design needs in the areas of presentation and corporate
identity.
Goals
1. Validate that the following criteria are sufficient in matching 80% of
1
small business’s to the style of presentation template from FedEx
Kinko’s library.
• Tone (e.g. Contemporary, Formal, Fun)
• Target Audience (e.g. Traditional, Gen-X,
G
Metropolitan)
• Presentation Format (e.g. Sales Pitch, Multi-days Seminar,
Quick Summary)
pp
Media ((e.g.
g Photo,, Video))
• Supported
2. Validate the online order, payment and feedback process.
3. Validate that in-store consultation procedure can sufficiently help
customer place custom design order.
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Prototyping: Measurements & Plan
Design Service
Measurements
•Efficiency of selected criteria in allowing small business customers in
specify their preferences on their presentation styles.
•Satisfaction with recommended templates.
•Satisfaction with consultation with in-store designer.
Activities
•Prototype online profile registration and template recommendation
•Rate customer’s satisfaction in online profile setup
•Rate customer’s satisfaction in recommended templates.
•Prototype in-store consultation experience
•Rate customer’s satisfaction of in-store designer’s ability to
help customer create a design that meets the user
user’ss
expectations.
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Prototyping: Online Profile Setup
Design Service
• Using the location and stylistic preferences of the customer, FedEx Kinko’s can match design
templates with the customer even before the customer places an order.
• In the prototype, parameters in the users profile will be used to generate a simple set of rules
for recommendations.
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Prototyping: Standard Order
Design Service
• When the customer chooses to start designing their presentations with templates, the
system begins the order with recommendations based on the customer’s profile and a small
set of criteria that the customer specifies.
• In the prototype, only a small set of templates from the library are shown to the customer.
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Prototyping: Custom Order
Design Service
• When the customer chooses to place a custom design, the customer is given the
option to visit the closest FedEx Kinko’s hub store for face-to-face consultation.
prototype the system only directs customer to one location.
location
• In the prototype,
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Prototyping: In-store Consultation
Design Service
• In selected ‘hub’ locations of FedEx Kinko’s, a staff designer is available
during the day to provide face-to-face consultation on custom orders.
• For
F the
th prototype,
t t
a section
ti inside
i id one store
t
is
i re-modeled
d l d into
i t an smallll
office that is setup for customer consultation.
Current Setup
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
Prototype Store Setup
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Prototyping Schedule: Online Store Prototype
Design Service
• From beginning to end, both the in-store and online prototypes will take 19
working days to complete.
Mock up registration &
profile creation pages
1 Days
Create test plan and
RFP for recruiting agency
2 Days
Recruit participants
10 Days
Test and collect data
4 Days
Analyze results &
compile report
2 Days
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Prototyping Schedule: In-Store Prototype
Design Service
Create service
procedure for designer
2 Days
Build prototype office. Setup computer.
5 Days
Create test plan and
RFP for recruiting agency
2 Days
Recruit participants
10 Days
Test and collect data
4 Days
Analyze results &
compile report
2 Days
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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Migration Path
Design Service
To become the first choice in high quality, reasonably price and quick
graphic design service, we plan to:
1
1.
Create online store and setup
set p hub
h b stores in selected major cities in United States
2.
Expand to setup hub stores in all major cities in United States
3.
Instead of outsourcing jobs to another company, set our own design company in India
First Choice for
Quick & Accessible
Graphic Design Service
Degree
of
change
Setup Design
Company in India
Breakthrough
Strategic
Incremental
Hub Stores in
Major U.S. Cities
Create Online Presence
and Hub Stores in
Selected U.S. Cities
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
Time
25
Design Service
Thank You
Services Design |Fall 2007 | Campbell . Lui . Vichare . Wu
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