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Service Design Course • IDEO - IDEO • Spring 2021 I honed design thinking to understand people’s needs, look holistically at interactions, and constantly iterate to create an experience that not only meets the needs of customers, but delights them. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/f61393f1-edc0-4777-90ee-ee8553ca36e7/IMG_4362.jpg Work - Service Design Course • IDEO Objective How might we enhance the communication between residents and staff to help their needs be met efficiently/effectively and compassionately? Background I studied the concierge/front desk staff in my large apartment building of 500 units and over 1000 residents. They handle packages, dry cleaning, food, and other deliveries, checking in visitors, and countless other things. They know most people's names and apartment #s. Stakeholders RESIDENTS - these are the people which everything is in service of. They have many needs: packages, deliveries, visitors. They value speed & convenience, safety and security of deliveries, friendly & courteous but also a deeper connection if possible. They want a high-value experience through efficiency, reliability, and personal touch. STAFF - they are who make the service appear as a seamless experience. But this can be a lot of behind-the-scenes work. To lift the operational burdens of their job would allow them more space to engage with the residents in a meaningful way. DELIVERY PEOPLE - they are a hugely important component of making the resident experience possible. BUILDING MANAGEMENT - indirectly involved in the day-to-day, but the satisfaction of their residents ultimately effects their bottom line if they can reduce turnover. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/0762110b-9896-4290-b845-64307b7c1ec5/Screen+Shot+2021-05-18+at+1.58.55+PM.png Work - Service Design Course • IDEO - Customer Journey I learned how to research a customer’s journey and map their experience. I also learned the importance of focusing on the moments that matter. The staff in this apartment building are good at what they do and genuinely seem to enjoy helping the residents. They are relatively well-equipped to execute their job successfully, but there are a few moments (in green and orange) that could be amplified even more. These moments offer the most opportunity to add value, or improve on all three lenses: O - Operational (functional needs) U - Unique (differentiate) V - Drivers of High Value The area I focused on for the course was the package logging and disbursement to the residents. There are a lot of packages and deliveries happening throughout the day. Each delivery is checked-in manually. Is there a way to make this process easier and quicker so the staff doesn't feel rushed and stressed? https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/cf0435bf-35e8-4085-9d95-e498fcfe918a/Lesson2-Prototype_JessicaBuxton.png Work - Service Design Course • IDEO - Storyboard Prototype I practiced brainstorming ways to bring the service to life by building, testing, and iterating these moments as service prototypes. Optimizing package check-in and pickup/delivery Residents value a personal, high-touch experience so I didn’t want to fully automate the process and remove the interaction with the staff. This solution augments the staff’s speed and reliability in logging and disbursing packages, allowing them more time to interact and build rapport with residents. 1–2 Packages are automatically scanned as they are dropped off at the building. Automatic scanner reads name/apt # and gives shelf location where package goes in storage room. Tracks multiple packages for a single apartment. Solves: cumbersome check-in process for packages, delays getting packages checked-in. Automatically groups packages together for apartments. Streamlines the work of the staff so they can spend less time rushing to check in packages and more time greeting and interacting with residents. Remaining Questions: Could be integrated from delivery companies to be the same tracking scan? Is it helpful to add a 2nd staff member to work solely in the package room sorting and bringing packages to the front desk? 3–4 RFID in key fob alerts front desk staff when resident is in lobby, lights up their package area in storage room. Staff can dismiss alert if resident is not ready to pick up packages at that time. Solves: Speed and ease with which staff can recognize who needs to pick up their packages and where those packages are. Less reliance on memorizing 1000+ residents names/apt #s. Remaining Questions: Could also be location-based setting in app, but worried about location tracking privacy? 5–6 Front desk staff has more time to interact with residents. They can remind residents of upcoming activities/events and RSVP them right then. They can also set up reservations at local restaurants, etc. Solves: Frees staff from operational process and allows them to act as more of concierge. High value added. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/c2d06819-46d8-499e-80fd-3d6dcf8e92a4/Lesson3-Blueprint_JessicaBuxton.png Work - Service Design Course • IDEO - Service Blueprint I then developed a service blueprint to illustrate the components of a service and aid in sharing with stakeholders. This apartment building already has a high level of service, which residents value. I focused on how to amplify an already good service moment. By augmenting it with enhanced behind-the-scenes technology, it frees up the concierge to focus on the human touch of having a conversation with the resident and helping them RSVP for building activities or set up reservations for a local restaurant. https://www.jessicabuxton.com/work/the-floaat-center monthly 0.5 2025-02-25 https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/fa917cb6-0e08-4330-b153-8be80ebfc92e/FLOAAT-Logo-Social.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/6b4a1fe9-483b-4c00-865d-29a086e5c960/FLOAAT-Logo-Social.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/18fe43db-186c-4524-b2df-aaa19dd64c67/nick-jones-uRuLv7yBnD8-unsplash.jpg Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/f41a771c-1e4f-4fba-80c5-28267b4fae5a/BrandColors2.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/1bd5fb9a-dbe9-458e-9190-1ca7b8378e45/FloaatCenter-Home.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/39102409-b2d9-4510-b42c-66218dd2be94/image-2.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/1638028430286-UD1YNO9N13GGT1RGG6YV/Screen%2BShot%2B2021-06-03%2Bat%2B11.08.07%2BAM.jpg Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/7cc4ac1e-9e8e-41f9-9cb2-50b73b3d2823/Screen+Shot+2020-10-30+at+11.04.07+AM.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/36b089ca-d044-4f3f-a153-b65e9b6552ba/FLOAAT-FaviconDark.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/a55cefaa-0677-4bac-8736-d06824efdb1e/Untitled+9.jpg Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/1638029041276-49WY6J34JU81S0RF5BTM/j-k-4AQjVB2UrdU-unsplash.jpg Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/b7102838-a90b-47d3-9031-41a8d29bce86/Screen+Shot+2021-11-27+at+11.18.55+AM.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/93e5806d-3e01-4f94-8d0d-329eeba16738/FLOAAT-Logo-R1.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/064967df-814f-4f11-acc9-7722fd13e62d/FLOAAT-Logo-R3.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/84d06255-8e86-479e-b4f0-b7beb836e9bc/BrandColors.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/7976c2df-254c-4841-8a6f-e8e70bf0068a/cindigayle.com_.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Assessing the state of things. Psychologist Cindi Gayle had a practice and a team of fellow practitioners and interns. She had a website, developed by a student as a pro bono project. The website included most of the relevant information and content, but the navigation was fractured, making the content difficult to find. There were many colors, photography and illustration styles, further adding to the difficulty in easily digesting the information. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/e601cd4c-31b4-4398-b171-e005e3ba9359/www.floaatcenter.com_+%281%29.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Defining the goals of the business. Cindi’s primary goal is to future-proof her practice and be able to scale it through franchising or selling the business in the future. Her current business (simply “Cindi Gayle”) wouldn’t serve that goal. In order to accomplish this, she first needed to separate her name and herself from the business. Luckily she had already started the hard work of developing a new brand. She had decided on the new name of the business: “The Florida OCD Autism and Anxiety Treatment Center'', or “The FLOAAT Center”. Separate the Cindi Gayle name from the business to allow for future scaling Develop a new identity and brand collateral to support the new business name Meet patients where they are in a calm and inviting way Be a welcoming environment for diverse groups of people and minorities https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/fd4be60e-1d50-45ee-826a-3780ef88e18a/Screen+Shot+2021-11-27+at+10.24.55+AM.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Creating a full, robust vision. Cindi loved a quote by Bruce Lee that talked about being formless and shapeless like water. Luckily I agreed that it was a great metaphor for a treatment center focused on helping people let go of and overcome their anxieties. Leaning into a water theme felt like a given, but there was still a lot to figure out how to execute. As a woman and person of color, it was also very important to Cindi to infuse diversity and inclusion in her practice. She wanted it to be immediately obvious that everyone is welcome as they are. Their services help people live a life according to their values. We incorporated language throughout the site that speaks to these values. We also included options such as a ‘preferred’ name box and preferred pronouns on the intake form. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/84d06255-8e86-479e-b4f0-b7beb836e9bc/BrandColors.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Developing a new brand. Cindi was an enthusiastic participant in developing the new brand. She had already developed the new name and had brainstormed ideas for a new logo, including a sailboat theme. Luckily she was also along for the journey of the process. I worked through multiple executions of the sailboat theme as well as other water-related ideas. We also tested different color palettes. We ultimately landed on a palette of blues and orange, reminiscent of water and sun, and evoking both calmness and hope. The color breakdowns were codified as brand standards and the new logo was versioned into usable assets for different applications. We always kept in mind the patients’ needs of having a calm, clean environment to get vital information. Other considerations included legibility and reproducibility at scale, understanding that this brand would first be seen online on the website and social media, but would also live in small print on business cards and other collateral as well as large print in signage. Another matter would be to create a cohesive look and feel with photography and illustrations. It was important to strike the right tone when dealing with anxiety issues—do you show a person in distress that needs the services provided, or a serene person already cured? Do you welcome or alienate certain patients if they do or don’t see themselves in the chosen images? Do you make the areas of specialty more or less abstract by using illustrations? The existing site used a fragmented mix of photography and illustrations from different sources, with the effect of neither portraying distress or serenity, just disjointedness. Knowing there would likely never be a dedicated photoshoot for the website, I ultimately opted to use less photography with models and lean more into the metaphor of floating in water. Minimal, clean illustrations were employed on the homepage that furthered the water theme. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/da9e3184-bc7b-47f6-8be5-ef82c4b78651/Screen+Shot+2021-11-30+at+4.46.29+PM.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Getting organized. I’ve found that oftentimes clients lack a good foundation. They’ve taken the brave but often messy steps of getting their business off the ground. In order to scale beyond a small startup, they need organization and tools in place. I thrive on developing information architecture to support the needs of the business. Cindi had the content and I helped her bring it all into one location (Google Drive) following the same folder structure as the site navigation. These documents became the ‘source of truth’ where all the editing and refining took place before the content was added to the new site. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/dfb6d54d-f6ae-44c6-a34e-441a58f807fa/www.floaatcenter.com_specialties.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Getting down to it. Cindi’s existing site was developed using Wordpress, but was difficult, if not impossible, for her to manage and update herself. Squarespace was a better option for creating consistency across the site that would be easy to maintain and approachable for any of her crew to update. There were many logistical considerations to take care of behind the scenes: Securing a new domain Setting up customized email, forwarding, and user accounts for her entire staff Updating information on Google business listings Redirecting (and eventually shutting down) the existing site to the new site Optimizing SEO on each page and asset https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/b4b0b9c5-ae82-4b49-b58e-8488d715a1f3/www.floaatcenter.com+crop.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Critique, Review, Refine. We enlisted copywriter and content specialist Chan Tran to help refine the voice of the brand and consult on the structure of the site. Through individual and group review sessions, the brand was coming together. Cindi remarked that she liked to just look at it because it was so pretty and really brought her vision to life. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/20f4aac5-3600-4859-b09c-8236e84f31ff/FLOAAT-Mockup.jpg Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Putting it out into the world. Launch day (or days) can be nerve-wracking for everyone. There are many parts and pieces involved and even with a lot of preparation the unexpected can happen and it requires nerves and patience. Luckily this launch went smoothly and I monitored all the connections, redirects, and site mapping to make sure the new site was settling in properly. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/2468d717-ab37-4c9c-8187-670f075a3fd9/FLOAAT-Logo-PRIDEsocial.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - A little extra frosting. To stay true to Cindi’s vision of inclusivity, I knew she would appreciate a version of the FLOAAT logo in support of Pride, which I provided as a surprise at the end of May in time for Pride month. The logo was switched out for the month of June on the main website as well as social media. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/c0ab6faf-8ffd-43e2-9414-468dcf27a2ff/Social-1.png Work - Brand, CX Strategy, Web Design • The FLOAAT Center - Following through. As stated in Cindi’s original goals, she wanted the ability to maintain some of the content on the website. I provided training sessions to help her understand what is easily managed and how to do it. I also refined some design elements with updateability in mind. Cindi’s team has been able to carry the new brand forward with small website updates. They have especially brought the brand to life on social media, easily putting the brand colors and logos to use. https://www.jessicabuxton.com/work/ayla-ny monthly 0.5 2025-02-25 https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/a32dd4fa-0c27-43f6-8e04-8c08d5f6570a/Ayla-Social-Light.png Work - CX Strategy & E-Commerce Design • AYLA NY https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/1639852545729-K1WV0EGSFJ55Q270SKFG/AYLA-Desk-Home.png Work - CX Strategy & E-Commerce Design • AYLA NY https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/ecb96255-a8a2-4cbb-bcf0-f1fddbd5683a/pawel-czerwinski-APVgVX_yDDc-unsplash-Square.jpg Work - CX Strategy & E-Commerce Design • AYLA NY https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/c28fb6b7-a603-4344-b0fc-c2a44a76a1fa/gemstones-and-tools-flatlay-S.jpg Work - CX Strategy & E-Commerce Design • AYLA NY https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/73ec6fb7-6ce9-407d-81c7-5e755d342573/elcarito-MHNjEBeLTgw-unsplash-W.jpg Work - CX Strategy & E-Commerce Design • AYLA NY https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/a4055f90-edd9-4cf9-8010-281eca2c533f/AYLA-Mobile-Earrings.png Work - CX Strategy & E-Commerce Design • AYLA NY https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/1c3bf490-cac1-4c7d-a779-e51ab54438f9/image-asset.png Work - CX Strategy & E-Commerce Design • AYLA NY - Assessing the state of things. Ahuva Almagor founded fine jewelry brand AYLA New York in 2013. She had a logo she loved and a Squarespace website to sell her product via ecommerce, but had dreams of taking the brand further. An increasing part of the business was custom designs and her current website had no way to process those orders. They were done 100% manually. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/c28fb6b7-a603-4344-b0fc-c2a44a76a1fa/gemstones-and-tools-flatlay-S.jpg Work - CX Strategy & E-Commerce Design • AYLA NY - Defining the goals of the business. Ahuva wanted to set up the brand to grow over the next several years. She needed a website that was easier to scale and that had more flexibility for products, payments, and integrations. Build a new website on a selling-based platform Accommodate more varied and more secure payment methods Be able to intake, quote, and process custom orders Add gifting ability Integrate selling on social platforms Set up to grow the brand via social, newsletters, etc. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/de74deee-cb44-4517-9ecc-69e33995c64e/Screen+Shot+2021-12-18+at+2.54.09+PM.jpg Work - CX Strategy & E-Commerce Design • AYLA NY - Getting organized. The product catalog had previously been small enough to manage ad-hoc, but was quickly growing. In order to truly scale the business, we needed to be more organized. I developed a ‘source of truth’ spreadsheet and added every product name and type, description, price, and SKUs. I also included for each product the images that were on file, records of the SEO description, and collections and tags associated with it. This spreadsheet quickly became the single most valuable asset and the necessary foundation. I was then able to standardize everything from product names, descriptions, disclaimers, etc. I also set up a jointly shared file structure that held all the imagery and assets by item type and product name. All files were renamed to a standardized naming convention to help with organization and SEO. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/3aa7ebe5-3c6a-4383-9ff5-e779837d4ca7/-Ayla-Brand_Page_1.png Work - CX Strategy & E-Commerce Design • AYLA NY - Developing a brand. Next it was time to make it beautiful. The AYLA NY logo had previously been developed, but the brand had no additional standards, colors, or assets. I standardized and versioned the logo for different applications. Then pulling from the logo and with additional exploration, I codified primary and secondary colors and fonts. While I encouraged Ahuva to get professional photography to better highlight the products and brand, it wasn’t something that would be immediately available. So we kept the homepage simple and elegant and supplemented product shots with personal photos, with the goal of adding more editorial photography in the future. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/0a121b2e-188a-4f4e-b41f-d5c51383dd8b/AYLA-Rings.jpg Work - CX Strategy & E-Commerce Design • AYLA NY - Getting down to it. The new website was built using Shopify. Because there was so much standardization that had happened when collecting details of the current catalog, there was no easy button to transfer all the products from Squarespace to Shopify, so each product was added individually. The new platform allowed for many other new features, all customized to AYLA’s needs: Selling via Google, Facebook, & Instagram Ability to save items to a wishlist and store the wishlist with a customer account Ask a question directly from each product page or via chat Accept special instructions during checkout, such as a special size or a gift message Accept new and unconventional payment methods such as Affirm (pay over time), Venmo, and Cash app Purchase, deliver, and redeem gift cards Text notifications for shipment tracking Tags and collections to help feature specific seasonal and special interest products https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/2677868c-214e-4cc1-8812-00963c6db461/AYLA-Desk-Custom1.jpg Work - CX Strategy & E-Commerce Design • AYLA NY - Customization for customization. The biggest single piece of site customization was to integrate custom design work. I built a front-facing intake form to capture relevant details. Once received, AYLA NY could calculate a quote that would be sent back to the customer via email. If the customer accepted, they could convert the quote into an order and complete payment. The entire process was automated and captured securely using the same payment and fulfillment systems as standard products already in the catalog. To make this a seamless process required additional plug-ins and custom HTML. https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/f240e769-d33a-4e89-a493-15f57ce18f08/AYLA-Mockup.jpg Work - CX Strategy & E-Commerce Design • AYLA NY - Putting it out into the world. The moment of launch is always nerve-wracking, but it went relatively smoothly. Over the course of several days I monitored: Domain transfer Site indexing and SEO Payment processing Made sure selling channels (Google, Instagram, Facebook) were connected and syncing https://images.squarespace-cdn.com/content/v1/614c989bd8a21b4add3a7a17/a4055f90-edd9-4cf9-8010-281eca2c533f/AYLA-Mobile-Earrings.png Work - CX Strategy & E-Commerce Design • AYLA NY - Following through. AYLA NY’s product catalog has grown by 25% in one year since the launch of the new platform. I continue to maintain the product catalog, which now includes more than 100 items and over 1,500 variants amongst those items. I provided documentation of best practices for maintaining the site and adding new products for whomever may take up the work in the future. True to her goal of putting herself out there more, I helped Ahuva design and implement monthly newsletters to send to customers. She has since added a dedicated content marketer to her arsenal, which has dramatically increased her social media presence.