Service journey and Customer experience in Marimekko shop Berlin
Homma, Aini (2011)
Tampereen ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011121318156
https://urn.fi/URN:NBN:fi:amk-2011121318156
Tiivistelmä
When you have two design shops right next to each other, and each of them sells the same shirt at the same price, service design is what makes you walk into one and not the other. My vision is that when people have to choose between two design shops they will walk into Marimekko shop.
Service designers visualize, formulate, and choreograph solutions to problems that do not necessarily exist today. Designing helps to improve existing services or perhaps innovate something completely new out of the old.
The purpose of Marimekko design is to create aesthetic experiences for every moment of life. But are the needs, expectations and experiences of the customers meeting with the service the company is offering?
Gaining authentic customer insights the service designer slips into the customer’s shoes to understand their individual service experience and its wider context. In my work I have used various service design tools to find what people are experiencing while buying design.
With the help of the Design box I created, customers have brought forth their thoughts in written and visual. Marimekko personnel have written a diary and I have observed other design shops. Based on both understanding the experience the customer desires to have and the journey customer goes through, I will create two tools for the personnel:
Marimekko persona and touch point messages.
When the customer enters the shop, the sales person can immediately imagine this persona and the experience or products she might look for. When the customer continues her journey and faces some touch points and departments the sales person also knows how to act on the right way. This change in service mind set will lead to satisfied customers and growth in sales.
In the end, I am presenting steps for Marimekko to design further and finally deliver the service. Within time Marimekko shop could be known as the shop of experiences. The aim is that visiting Marimekko shop Berlin brings joy in life. It is an experience with inspiring departments and friendly personal service.
Service designers visualize, formulate, and choreograph solutions to problems that do not necessarily exist today. Designing helps to improve existing services or perhaps innovate something completely new out of the old.
The purpose of Marimekko design is to create aesthetic experiences for every moment of life. But are the needs, expectations and experiences of the customers meeting with the service the company is offering?
Gaining authentic customer insights the service designer slips into the customer’s shoes to understand their individual service experience and its wider context. In my work I have used various service design tools to find what people are experiencing while buying design.
With the help of the Design box I created, customers have brought forth their thoughts in written and visual. Marimekko personnel have written a diary and I have observed other design shops. Based on both understanding the experience the customer desires to have and the journey customer goes through, I will create two tools for the personnel:
Marimekko persona and touch point messages.
When the customer enters the shop, the sales person can immediately imagine this persona and the experience or products she might look for. When the customer continues her journey and faces some touch points and departments the sales person also knows how to act on the right way. This change in service mind set will lead to satisfied customers and growth in sales.
In the end, I am presenting steps for Marimekko to design further and finally deliver the service. Within time Marimekko shop could be known as the shop of experiences. The aim is that visiting Marimekko shop Berlin brings joy in life. It is an experience with inspiring departments and friendly personal service.