Service Design Practicum
Role: Service Designer
Duration: 1 week
Tools: Google Docs,
Zoom, Miro, Speechnotes
This case study is a part of the
Service Design certification course and i
sn't affiliated with the Dostavista company.
Dostavista is an innovative express courier delivery service in Russia that promises same-day delivery. It offers a wide range of delivery options both for individuals and companies. Since the start of the pandemic, the company saw growth in orders from individuals.
This project is a part of the Service Design course from the DTC lab in Moscow. For this course we have chosen "How might we improve the no-contact delivery scenario?" as the guideline. I've chosen this company because I used it a few times before and was familiar with the service.
First of all, I started with reviewing my own experience and going through public reviews online, to get an idea of the challenges that other users face. This information created the base for the HADI cycle.
I was testing a hypothesis that adding an option contactless delivery to the website would increase the number of orders from individuals who care about keeping themselves and their families safe.
Because of the time constraints, I've decided to use interviews and card-sorting to get the necessary information. The hypothesis would have been considered proven if contactless delivery was named one of the top 3 priorities in at least 2 out of 3 interviews.
The next step was mapping out stakeholders and identifying target personas. For this research, I've selected adult women who take care of their senior parents but don't live close to them. Because of the recent pandemic, senior citizens became more vulnerable and shouldn't be leaving their homes to avoid the risk of catching the virus. Using courier delivery to bring small items helps busy families tend to their seniors' needs and maintain a closer connection.
During the interview process, I've discovered that the main concerns of the respondent were around the recipient's understanding of the service, what contactless delivery is, providing necessary delivery updates if the recipient doesn't have the app or isn't tech-savvy (which is the case with older people).
I used information from the interviews to find common topics and create the current state CJM. The current customer journey highlighted areas for improvement, such as the waiting period, handing over the package, and alerting the recipient.
The final deliverable of this project was a future state service blueprint. It illustrated how the improvement suggestions can be implemented and who will be responsible for them. I also included possible complications associated with the new introduction and possible ways to prevent them.
For example, one of the concerns that respondents had during the interviews was that they didn't know where to place the package when the courier arrives. Unlike food delivery, where you take your paper bags out of the carrier's bag, people were confused about what to do when the courier has to take their package and avoid contact. They didn't want to place the package on the floor or on the porch so that it doesn't get dirty. One of the possible solutions that I suggested for this challenge was providing customers with simple branded paper bags where they can place their packages and keep it safe. Besides that, these bags can serve as additional promotion for the company.
Service design doesn't always include developing technology or a complicated process to turn things around. Often, small things like this can make a difference in how customer experiences the service. What matters more is making the process clear and simple for the customer.
The one answer this research didn’t answer: how much would users pay for Baamboozle?
Though they reported seeing the value in the product and agreeing with the idea that it should be paid, the actual decision whether to subscribe or not would depend on the actual features.
As a result, Baamboozle reached its goal in subscriptions and received a lot of positive feedback encouraging the freemium model.