TFINOALURECPOHRTP: OINT VALUE ASSESSMENTHaotian Du | Isaac Hsu | Jagriti Kumar | Chelsea Lyle | Jackson WoodsSERV 769 | 431 | Dr. Mauricio ManhaesMarch 15, 2016 1
+ Touchpoint Value Assessment is the official report of the Savannah College of Art and Design Service Design course: Service Design Studio Two (SERV 769 and SERV 431), which was created entirely by the students enrolled in this combined course. Its editorial content does not necessarily reflect the views of the Savannah College of Art and Design. It was produced in the Winter Quarter of 2016 and covers a period of time between January and March. The contents of this report are the property of the Service Design Network and the design team. Survey respondents and interviewees of this research project are confidential and will remain anonymous. Typefaces Source Sans Pro and Open Sans Pro were used. Source Sans Pro was designed by Paul D. Hunt, and Open Sans Pro was designed by Steve Matteson. Book layout was designed by Chelsea Lyle. Photographs included in this book were taken and edited by Jagriti Kumar. Content was collaboratively compiled by the design team. Project Advisor Design Team Touchpoint Contributors Dr. Mauricio Manhaes Haotian Du Jesse Grimes SCAD Professor of Service Design Isaac Hsu Christine Lanzoni Jagriti Kumar Stefan Moritz Chelsea Lyle Jackson Woods2
TABLE OF CONTENTSCHAPTER 1: INTRODUCTION1.0 Profiles1.1 Objective1.2 Framework1.3 Survey1.4 Demographics1.5 Survey QuestionsCHAPTER 2: FINDINGS2.0 Overview and Key2.1 Appeal, Need and Desirability2.2 Digital vs. Physical2.3 Content and Interests2.4 PublicsCHAPTER 3: ACTIONABLE INSIGHTS3.0 Introduction3.1 Research Questions3.2 Strategy3.3 Content and Channel3.4 Internal Structure3.5 Communication Strategy, Promotion, and Feedback3.6 ConclusionCHAPTER 4: ACKNOWLEDGEMENTS4.0 Acknowledgements4.1 References 3
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1INTROCHADPTEUR OCNE TION 5
PROFILES 1.0 Haotian Du Isaac Hsu SCAD Undergraduate Student SCAD Graduate Student B.F.A. Service Design M.F.A. Service Design Beijing, China Taibei, Taiwan Jagriti Kumar Chelsea Lyle SCAD Graduate Student SCAD Graduate Student M.F.A. Service Design M.F.A. Service Design New Delhi, India Lexington, Kentucky, USA Jackson Woods Mauricio Manhaes SCAD Undergraduate Student SCAD Professor B.F.A. Service Design PhD Knowledge Management Birmingham, Alabama, USA Santa Catarina, Brazil6
1.1 OBJECTIVE 1 23 Understand Analyze and synthesize Imagine the future of perceptions and the qualitative and Touchpoint the Journalvalue of Touchpoint: The Journal of quantitative data with of Service Design. Service Design. secondary research. 7
FRAMEWORK 1.2 OUR PROCESS We began this project by interviewing with internal Touchpoint stakeholders in research questions gave us a foundation for the final quick ideation session. order to align the project objectives. We searched for a pre-validated survey that We began by brainstorming for 2 minutes per research question, which yielded would help us assess the perceptions and value of Touchpoint, and launched 110 rough ideas. These were affinitized to create 29 main concepts. The main it shortly after aligning objectives. The interview process was initiated 2 weeks concepts were again affinitized to further develop 6 main themes, which are after the survey was launched. Literature was researched and reviewed in presented as modular solutions to our actionable insight and strategy in the parallel to interviews and survey response collection. The data from these were main section of this report. then affinitized to uncover main research questions. The8
1.3 SURVEY We based our survey off of a pre-validated study on “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction.” Reference: Mano, H., & Oliver, R. L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction. J CONSUM RES Journal of Consumer Research, 20(3), 451. doi:10.1086/20936154 14 10Completed Responses Pre-Validated Interviews with [Recorded 02/11/16] Survey Questions Professionals and Students 9
DEMOGRAPHICS 1.410
1.4 DEMOGRAPHICS The segmentation by occupation of Touchpoint readers The top global geographic distribution of Touchpoint is as follows (%): readers is as follows (%):38 Students 33 United States of America26 Working for company (client side) 11 United Kingdom of Great Britain and Northern Ireland26 Working for company (practitioner side) 11 Brazil7 Working for a government organization 7 Finland2 Working for a non-profit organization 4 Chile 11
SURVEY QUESTIONS 1.512
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2FINDINGSCHAPTER TWO 19
OVERVIEW 2.0 This section includes the main findings from our research on the perception and value of Touchpoint: The Journal of Service Design. These findings are titled as “Appeal, Need, and Desirability,” “Digital vs. Physical,” “Content and Interest,” and “Publics.” Each highlights data from the survey, quotes from interviews, secondary research, and main insights.20
2.0 GRAPH KEYBIPOLAR MATRIX EXPLANATIONThe bar graph shown above is a visualization of the bipolar matrix results which represents utility and heuristic evaluation sets adopted from a pre-validatedgave participants the opportunity to rate Touchpoint on “Need”. There are survey, as referenced in Chapter 1 of this report. The respondents ranked eachsimilar graphs throughout this section showing the bipolar matrix results also evaluation set for Touchpoint on a scale of 1 to 7, with 1 being negative andfor the “Appeal” and “Value” bipolar matrices from the Touchpoint Evaluation 7 being positive. We have highlighted specific sets in red to annotate insightsSurvey. The y-axis represents the number of respondents, and the x-axis within each finding. 21
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2.1APPEAL, NEED, AND VALUE 23
SURVEY DATA 2.1 BIPOLAR MATRIX AVERAGES These tables reflect the mean of respondents answers for the first three main respondents feel mildly positive about Touchpoint. Since these numbers do not questions of the survey, which are bipolar matrices. The scales were ranked with visualize exactly how each respondent felt towards the “Appeal,” “Need,” and 1 as the negative (e.g. “Unappealing,” “Not Beneficial,” “Of No Concern”) and 7 as “Value” of Touchpoint, bar graphs of each matrix have been included in these the positive (e.g. “Desirable,” “Essential,” “Valuable”). These reflect that overall, sections to further illustrate insights.24
NEED APPEALThe content and the format of Touchpoint Currently, the Service Design Network has ais good for sharing and communicating, broad target audience. There are so manyhowever it is potentially not highly beneficial people at different levels of experience andin knowledge growth for some experienced from different backgrounds, and it can beService Design professionals. The mild positive difficult to appeal to such a diverse targetresults in “Need” show that Touchpoint audience. This could be why “excitement” wasis perceived as beneficial for sharing and rated very neutral in the appeal of Touchpoint.communicating but it’s not fundamental tosome respondent’s professional growth. VALUE Touchpoint articles should translate in a global perspective. The influence of the Service Design Network’s identity, structure, and culture could have an influence on this. In terms of Touchpoint’s value, most respondents ranked very neutral in the journal “meaning a lot to [them]” and “mattering to [them].” There is an opportunity for Touchpoint to target a broader audience with a global, more culturally relatable perspective. 25
INTERVIEW QUOTES 2.1 “ I have been an “ “It becomes a little bit repetitive, you know, it’s preaching the same member for two thing over and over.” years [and] one of the things “The way the website is set up, there doesn’t seem to be very that drew me to SDN much commenting. It just feels difficult to do that on the website; was the Touchpoint I feel the Service Design Network should make the sharing of publication itself. conversations more easy like it is on LinkedIn.”26 “In general, I think it’s a really good magazine, I think it would be interesting to see more articles from a facility managment perspective” “The language is very simple, the depth is very shallow so it’s bite- sized helps to approach non-service designers to servcie design.” “SDN bring me the perspective of peers in the industry.” “I kind of appreciate that Touchpoint is not so research based and it is more practical: here is what is like in the real world when you try to do stuff like this.” “[T]he regularity and the frequency with which they share information, even promotions about what’s in Touchpoint, it just makes me forget that they exist.”
2.1 MAIN INSIGHTS“ Before I came here I The Fermi Problem was confused about this subject. Having “The Fermi Problem is an estimation calculations with little or no actual listened to your lecture problem designed to teach dimension- data.” In order to explain the I am still confused. al analysis, approximation, and such a mild positive results, we have to But on a higher level. problem is usually a back-of-the- decomposed the question, “Why mild (Enrico Fermi) envelope calculation. The estimation positive?” into 4 single questions; by technique is named after physicist answering these 4 questions, we drew Enrico Fermi as he was known for his possible conclusions for the mild ability to make good approximate positive responses. “ Why are the results “mild positive?” 1. Does it relate to multi-channel engagement? 2. Were the study participants biased because they are already part of the community? Should we have also targeted individuals outside of the Service Design Network community? 3. Does the fact that Touchpoint is the only service design journal influence participant’s responses since they don’t have a comparison? 4. Could having [arguably] non-academic content and an audience with both academic and non-academic interests explain the mild positive results?MILD POSITIVE PERCEPTIONS 3. As Touchpoint is the only Service Design journal, readers don’t have any other journals with which to compare the content.1. Consumers access media from a variety of channels, so when they are not 4. People from different backgrounds and cultures have different views on thesatisfied with a channel (e.g. Touchpoint), they will find alternate channels (e.g. content of Touchpoint, so there needs to be a balance between content that isTEDTalks or HBR) to better suits their needs. In general, it can be assumed that academic and content that is informal, yet professional.consumers are more satisfied when they have access to diverse channels thatsuit their different needs. 272. Since survey respondents are Service Design Network members, they mayhave a positive or negative bias towards Touchpoint.
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2.2DIGITAL VS. PHYSICAL 29
SURVEY DATA 2.2 The format in which respondents prefer to read Touchpoint (%): 83% 17% 35 I read individual HTML articles in a web browser 39 I read the full-issue PDF 17 I read the printed edition Respondents mainly read Respondents mainly read 9 I read issues from the archive in the Touchpoint digitally Touchpoint physically Issuu on-screen reader and/or Issuu app30
NEED APPEALThe convenience and flexibility of digital Although respondents revealed that theyformats are influencing people’s preference mainly read Touchpoint in digital format,as well as the growing availability of digital interviewees overwhelmingly agreed thatmagazines and literature each year. For this they have strong interest in reading thereason, people often rely on digital formats. physical format. They think the experience ofThey find Touchpoint to be “useful” and interacting with a book is special experience“needed” for the convenience and flexibility of that nothing can replace. These graphs revealaccess. that people currently see Touchpoint as mildly “desirable” and “wanted.” VALUE Respondents prefer the appeal and desirability of physical journals, and they prefer the convenience and flexibility in terms of “Need.” For this reason people value both Touchpoint’s physical and digital formats. These graphs which rate Touchpoint’s value show that respondents rate Touchpoint high in “importance,” “of concern to [them],” and “relevant.” 31
INTERVIEW QUOTES 2.2 “ [The physical format] “ “I prefer, in the case of Touchpoint, the printed journal... [but] I makes you feel you are use the electronic version a lot more...but it all depends on the getting something special, convenience.” and I think the way that it is designed and the way “Sometimes having the printed document looking like a it is played out...it is a profesional journal gives the profession credibility...a visual formal format, and just reference.” like you said, it is informal, [approachable] type of “....I’m a combination of reading on print and online.” content... “There’s always going to be people interested in print, but as a business you have to follow the industry trends or you will fall behind and not survive.” “Touchpoint isn’t doing the greatest job of doing the whole omnichannel consumer experience, that’s huge in the United States.”32
2.2 SECONDARY RESEARCHMEDIA CONSUMPTION respondents mainly read the digital version of Touchpoint. Quantitative data we collected very strongly supported the value of digital preferences, but qualititiveA survey from Statista demonstrates the daily media consumption between results revealed respondent’s high levels of value of Touchpoint’s physical2010 and 2015. The trend is showing that digital consumption is growing format. This disparity is interesting and there is an opportunity to exploitsignificantly and physical consumption is decreasing. SDN should be conscious Touchpoint’s omnichannel experiences.of the trend of daily media consumption that is shifting from physical to digital.The result of this survey provides strong evidence that supports the results that 33
TIME SPENT READING will influence the survival and popularity of the journal. Although this graph shows a strong decline in time spent reading magazines, and it could project the The statistics presented in this chart illustrates that people are spending less decline of time spent reading journals, books, newspapers, or any other print time on physical magazines than before, and even less as predicted in 2017. media as well. This reveals a potential threat for Touchpoint to take into consideration. The concern of readership for physical versus digital formats of Touchpoint could potentially be affected by this trend. Every feature and channel of Touchpoint34
2.2 MAIN INSIGHTSCHANNEL BALANCEQuantitative research revealed that survey respondents prefer accessing knowledge with, and educate Non-Service Designers. This builds credibility oftouchpoint digitally, however qualitative interviews with the same respondents the the Service Design industry and justifies the design process. Also leaving therevealed a strong interest in the physical version of Touchpoint. Respondents journal on the desk of colleagues is more successful for sharing than sendingalso said that if the experience of the physical format were to be made more links, which may get lost in email inboxes and never opened. People need aspecial and uniquely separate from the digital format, a greater desire for the balance of having the flexibility, convenience, and novelty of both the digital andphysical journal would develop, as well as its readership. This could be because physical formats. There is an opportunity to exploit Touchpoint’s omnichanneltheir purposes for each format are different. The features of each format should experience, as people need the options of interacting with the content in diversebe differentiated to satisfy these needs accordingly. In an example, readers like ways.to give the physical journal or printed PDF’s to clients as a way to share 35
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2.3CONTENT AND INTERESTS 37
SURVEY DATA 2.3 Top trustworthy sources for insights or Significant industries in which people would like to Significant platforms that provide quality user expertise about reader’s occupations: obtain information relating to Service Design (%): experiences based on content and design (%): 12 Linkedin 67 Healthcare 67 TED Talks 9 Service Design Network 56 Technology 9 Harvard Business Review 54 Government 56 Harvard Business Review 4 Fast Company 38 Non-Profit 3 International Journal of Design 37 Entertainment 54 Fast Company 21 Manufacturing38 19 Automative 38 Wired 37 Open IDEO 21 Core 77 19 IxDA 8 IDSA 6 Design Management
NEED APPEALThe “Need” part of the survey indicates that The “Appeal” part of the survey identifies thatin general, people appreciate Touchpoint for it is important to have topics from different“importance” and “usefulness.” Since there are disciplines to maintain the interest of theno other Service Design journals that compare readers. Neutral ratings on “fascinating” andto Touchpoint, readers may be biased. Neutral “exciting” for Touchpoint reveals that if topicsratings for Touchpoint being “vital” in the do not have an interesting, “innovative edge,”context of “Need” revelas that content may not they will likely hurt the overall perception ofbe imperative to reader’s professional growth. the journal. Seeking out cross-disciplinary topics will improve interest for Touchpoint. VALUE The ratings on “relevance” indicates that Touchpoint enables readers to stay updated on industry trends, despite it not being “vital,” as revealed in the “Need” bipolar matrix. Touchpoint gives readers a way to continue learning by complementing their other sources and channels of interest, and this could be why reader’s ranked that Touchpoint was very “important,” but mild positive in “value.” 39
INTERVIEW QUOTES 2.3 “ In general, I “ “They are making it how they want it to be, but not how they think it’s a really need it to be.” good magazine. I think it would “I think they are not really thinking about the details of be interesting to Touchpoint and the experience... and I feel in that way see more articles Touchpoint needs to address more of what’s happening in some from a facility of the mainstream organizations.” management perspective. “[T]he references are helpful but as far as the target audience is concerned, Touchpoint is doing exactly the kind of thing they are looking for, even if they are not looking for that, it’s doing exactly what they need.” “The language is very simple, the depth is very shallow so its bite size helps to approach non-service designers to service design.” “I mean it’s useful as there has been a lot of service design research that is very interesting. I guess it’s very much dependent upon who is writing and what’s being published there is definitely value to some of the academic pieces and there is value to some of the case studies and value for how you really do this. So, all the pieces are valuable.”40
2.3 SECONDARY RESEARCH“ It is a popular belief “ “The ambitions of news media to offer different content on different platforms that Internet displaces should be considered in the light of journalism responding to new media. traditional media, Rather than accentuating the differences between journalists in different although the alternative media, new formats have gradually brought on more homogenised standards argument [says] of professional competence.” (Ghersetti, 2014) that Internet forces traditional media into “Second, use of most news media depends, for our sample, on the niche new niches, perhaps breadth of those media on the gratification dimension. The more gratifications even increasing total a respondent seeks and obtains from a medium, the more time is spent on media consumption. that medium—a finding that supports the uses and gratification approach.” (van der Wurff, 2011) (van der Wurff, 2011) “Internet is generally expected to have one of two effects on traditional news media: It displaces them, or it forces them into distinct market niches. A shared assumption underlying both expectations is that news media displacement, or substitution, is a function of the degree to which news media are functional equivalents.” (van der Wurff, 2011) “...The degree of newsmedia substitution by the sampled students does not depend on the degree to which these news media are functional equivalents. Results from the post hoc analyses suggest that media use for this audience, instead, depends on other factors. These findings may serve as possible suggestions for follow-up studies on other and representative samples of media users.” (van der Wurff, 2011) 41
MAIN INSIGHTS 2.3 CONTENT AND INTEREST As the demand for more accessible, portable, and multi-channel news media Content of Touchpoint should not focus on what Service Designers can learn grows, so must the speed of responsiveness by the providers of this content. from other industries or professions, rather, what other professions can learn Most importantly by developing methods to curate and create content that from Service Design. This will not only give Touchpoint the innovative edge for better suits the highly mobile, and very time-concious consumers. Since content and channels, but it will grow the Service Design Network community these media channels continue to change and transform, the content needs and publics (see Section 2.4). One way of ensuring that content remains relevant to become fluid so that it maintains an innovative edge. This is particularly to professionals is by encouraging user-curated articles or topics. This is important for Touchpoint as the Service Design industry will continue to develop further discussed in Chapter 3 (Actionable Insights). There is an opportunity for and change. Diverse disciplines and organizations are adopting service design Touchpoint to exploit their competitive edge in the Service Design industry and approaches, and learning that their processes are already service design related. to contribute to the growth of the industry.42
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2.4 PUBLICS(n.) A public is “a body of strangers unitedby the circulation of a discourse,” whilea community has a “saturated identity”such as “Service Designers.” Belonging to apublic requires minimal participation, whilebelonging to a community requires moreinvolvement and committment. 45
SURVEY DATA 2.4 MENTIONED TITLES ASSESSMENT This table compares the usage and size of the title “Service Design” in popular social platforms. “Customer Experience” is mentioned 12 times more than “Service Design,” but very few people consider themselves “Customer Experience Designers.” “Project Manager” is mentioned 185 times more than “Service Designer.” Service design is a niche community of a greater design network. This table gives a sense of proportion of where the service design network (SDN) lies in the design community and public landscape, and may be able to put expectations in perspective for Touchpoint’s reach, growth, and value. There is an opportunity to grow the service design community by including the public. This can be achieved by a number of strategies, but one could be curating content that not only Service Designers find interesting, but also User Experience Designers, Customer Experience Designers, and Project Managers.46
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INSTITUTIONAL SOCIAL PLATFORM ENGAGEMENT This table compares the Service Design Network’s Facebook engagement with more communication in their community than even those that have been other mainstream organizations that also publish relevant industry content. The established for almost a century. There is an opportunity for the network to percentage of engagement was calculated by using the following equation: [new engage a larger audience, since they are present in their social platforms and page likes + people talking] / total Facebook likes. The Service Design Network members are frequently engaging in conversation. has higher engagement with it’s followers than even some of the most popular international organizations. This illustrates that the Service Design Network has48
NEED APPEALRespondents have rated Touchpoint mild Touchpoint is of interest to readers as itpositive in “importance,” but neutral in is addressing the community of service“essential.” Case studies and knowledge are designers, who relate to the discourse andbeing circulated amongst current members feel involved. This community is specificallyand Service Designers and not exploiting addressed by Touchpoint and circulates thethe opportunity to circulate externally to discourse enough to show active involvement.the public. The community should include The circulation is critical as it shows andand engage a multidisciplinary public for the maintains the involvement of the community,success of the service design industry growth. and there is an opportunity to also attract interest of the public. VALUE In order for Touchpoint’s readers to continue to feel that Touchpoint has value, the information needs to have an innovative edge and continue to challenge them. According to the survey, respondents feel that Touchpoint is mildly positive in “value,” although it is highly relevant. There is an opportunity to increase the value of Touchpoint by introducing exposure to different industries and innovative topics. 49
INTERVIEW QUOTES 2.4 “ It started very small, “ “One thing I have discovered [is] that a lot of times the way that you its grown organically are taught and the language that Touchpoint advocates for doesn’t often without any real always translate to the real world, it’s intimidating language.” effort on our part. We never put effort into “Historically, the way people use this term, was with regards to marketing for example, the group of people located in a specific place. Committees were or public relations, attached to a place. One of the things in the last couple decades, we consistently had people were talking about Imagined Communities, Benedict events from the start. Anderson. He’s really talking about nationalism. He argues that certain kinds of technologies, in particular print technology, created different conditions of neighborliness. Avatars of communications or prosthetics of communication produces a medium through which people are members of the same community by their shared participation of some discourse.” “Michael Warner talked about ‘Publics.’ Publics are produed as a result from shared participation of a task. He’s interested in counterpublics and publics that are conscious of their position subordination. Counterpublics have to do with people that are aware of their subordinated public or hegemonic public and are imagining themselves to be members of a shared community, or joint participation for a journal or whatever.”50
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