Understanding what innovation is according to Doblin (the design firm) and making sure new concepts are somehow falling in these categories is a very effective way to identify who is doing what and what needs to be done by other in very specific areas.
Here is an example of some major innovations in the fast food industry and how they are linked to Doblin’s 10 types of innovation and these really helped me come up with creative ideas for radical innovation in the fast food industry.
The ACCID testHelps analyze a brand in terms of its actual identity, communicated identity, conceived identity, ideal identity and desired identity.
Once these are well defined, we can immediately see gaps in the brand identity, brand delivery and brand perception. It is a very powerful tool that helps us come up with effective high level concepts immediately. Here is the ACCID test I did for Subway.
Yesterday I took a United flight out of Savannah. In my short existence on this planet I have been fortunate enough to actually travel a lot. This experience with United has been the WORST flying experience of my life. Here are some of the pain points:
- Inadequate announcement of delayed flight.
- Inability to contact flight staff in other airports.
- Extremely slow moving customer service line at a big airport(Washington), especially when every minute cunts for so many people.
- Inadequate training for many staff. They took almost half an hour to re schedule my ticket and even more for some others.
- Problems continued on the flight also: The business class lights could not be turned off so they had to travel with the lights on, during sleep time for SEVEN hours.
- Whole flight’s power was restarted over and over in an attempy to fix the business class light situation.
Overall, this seems to be a company that is barely held together. I have rarely seen a high stakes player deliver this badly and as an overall service package it was very painful to get through and even watch.
This was the first ever service blue print that I made with the help of Prof. Bau and my team mate Hina. It helped me look at the whole service of subway from a broader view point and helped me identify pain points that later helped us come up with design solutions.
Please click on the link below to see pictures of my first blue print.
Story boards from the first version of our fast food restaurant concept that later gave birth to the social dining service.
This was a productive prototyping technique for us and elped us build further on the idea.
Please click on the links below to view them.
Please click on the link to view my final poster for service audit of fast food industry.
Blue ocean strategy is an excellent method to analyze what is being offered in an industry and things that can be offered to make a difference.
The ocean with the generic offerings is the one with many sharks and hence is a red ocean. The blue ocean is full of fish the sharks haven’t found out about yet or are unable to get to yet.
After going through the prescribed readings my team found the blue ocean strategy very useful to make one of our strongest concepts. We were also able to expand it and make a green ocean, something that would exist in a utopian world.
This is one of my favorite tools to identify potential markets with a higher level analysis.
By identifying the right factors for comparing, we can easily identify markets that are already over flowing with competitors and identify markets with potential.
Hers is one Strategic group map I did for the fast food industry.
Prototyping is a very very important part of designing an experience. Telling a good story is definitely a big part of designing anything in today’s world. I was fortunate enough to have SERV 724 and 722 where we experimented a lot with story telling. We were also shown a very good example of a hi-fidelity prototype of an aircraft boarding experience. My two classes have definitely helped me learn many new ways of story telling including: making comics, making hand animated videos and hi-fi videos.