design management review
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Customer Driven Innovation
What if....Customers had to be locals? What if cabs did not pick up tourists?What if cabs were only for tourists?
Customer Relationship Driven Innovation
What if....Customers made appointments with certain drivers? What if they created a relationship with drivers like they do their hairstylists?
What if you removed the need to talk at all?What if customers co-created the routes taken? (online reviews)
O!er Driven InnovationWhat if....
There was a service that only picks up individual customers, removing groups.There were economy options? Luxury options?There was a member ship punch card? Or travel miles program? Taxi’s could also tow
Revenue Driven Innovation
What if....There was a renewable fare card? Like a toll tag.Or a member program?
(“put it on my tab”)Raised them with a luxury version?
Resources Driven Innovation
What if....We didn’t own our cars?We removed our need for garages?We removed the need for gas?
Cost Driven Innovation
What if....We reduced costs and o!ered an economy version?
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Business Model SWOT Evaluation
Strengths Weaknesses
Opportunities Threats
Financially Strong OwnersAvailabilityPlace to Place ConvenienceWide range of service
MTA Subway raising pricesSustainibility/ Environmental Awareness
Economy (Customer Spending)Gas PricesNYC Taxi and Limousine Commission (TLC)Sustainibility/ Environmental Awareness
High CostsE"ciency subjective to tra"c #owTaxi Driver CompetitionCustomer LoyaltyDriver/Customer Relationship
Customer Intimacy
Product Leadership
Operational Excellence
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Strategic Plat-form
Service Concept Service Delivery System
Service Branding & Marketing
Radi
cal
Incr
emen
tal
Service Innovation Matrix
Lost and Found PostingsReserve a CarCar used for AdvertisingADA Cab Design (2011)
MedallionsTaxi and Limousine Committee (TLC) Medallions
New York Taxi Workers AllianceFlat Rates
Driver Information Monitor
Passenger Information Monitor
Nissan to replace Ford (2013)
Hybrid Cars
Nissan Leaf pilot study (2012)
ADA Cab Design (2011)
Website
Phone Apps - “CabSense” (2010), “Report A Taxi “(2011)
Replace 3 Light System (2011)
Cab Decal RedesignCar as Advertising
Strategy for Growth
New
Existing
Existing New
New Car (2013) - Nissan NV200 to Replace Ford Crown VictoriaNissan Leaf pilot study (2012)Replace 3 Light System (2011)Cab Decal Redesign
Driver Information Monitor (2008)
Passenger Information Moni-tor (2008)
Reserve a Car
Website
Lost and Found Postings
Phone Apps - “CabSense” (2010), “Report A Taxi “(2011)
Car used for AdvertisementReserve a CarWebsite
ADA Cab Design (2011)Flat Rates for Outside City Limits
Customer Groups
Service O!erings
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watersavenuemanifestauthority
expose
largersyste
ms
FACTS
PHYSICALREPRESENTATIONS
OF CARE
SENTIMENTS
exposelargersystems
man
ifesta
utho
rity
manifestauthority
exposelargersystem
s
neighborhood business
[if] Waters Ave was more attractive
it would probably entice people to come with
more ideas
home& away
glossaryneighborhood businessbusinesses as physical structures or ideas
common structurespublic spaces and buildings
home&awaybuildings; either homes or business
green spacespublic or private green space- e.g., parks
expose larger systemstangible and intangible representations of systems, like capi-talism, that are outside the control of the area manifest authorityphysical manifestations of authority being exercised or ne-glected, e.g., a street light bulb being blown and not re-placed
factsnon-evaluative statements about the infrastructure or nature of the environment
physical representations of carepublic-facing indicators of upkeep or e!ort, e.g., mown grass, flower pots, cracked house paint
sentimentsevaluative statements that may or may not have a basis in fact that represent the hopes or opinionsof an individual
legend
I’m always amazed by the juxtaposition of beauty and blight
rose plants older than
all of us
plants on the street
subconsciously improved the
appearance of the area
backyardgardens
and it [garbage] will just sit there
We had an e!ect on the color pallate, yeah. A lot of trees out front &
kind of landscaping
it’s not a legitimate business- it can’t be
takeoutrestaurant
barber shopsto talk for hours
work not on the other side of the universe
area known for crime
deconstruction & reconstruction
capitalism
regenerate jobs
savannah: “they backwards”
no services.no nothing.
I’m going on my 4th yearof owning the restaurant
evolution of an area
business owners forced to finance revitalization
private white schools don’t want government to get involved, somehow causing increasing racial imbalance
widen the streetmake more room
waters ave was a victim of integration
I see beautiful things and other people are like, no
there ain’t no white people breaking their
necks to come to waters ave
not ideal location-depressed neighborhood
and residential
their chicken is so good. oh my god. it’s like a black woman is in the kitchen, but she’s not.
white flight issue
such potential
current geographical system is isolatingsustainability and preservation are
one...reconstruct the neighborhoods. that’s why this is a community
I’ve been on the eastside for life
drug activity
illicit, illegalenvironment
reminded us of new yorkneighborhoods
well, this is waters ave
if you feel afraid, thenyou’ll be afraid. but
it all depends
easily accessible
deconstructionof a city
former black community lost to malls & newly
integrated areas
clubs moved out-businesses havinga hard time succeedingin their place
if you walk in the dooryou have a purpose for being herebusinesses need to bemore attractive, have afacelift & people will want to come to waters ave
New York is too fast.Chicago is too cold.
Savannah is just right.
37th st. was centrally locatedgeographically to the
savannah metro
community changed from having a lot of bars & clubs around
The section from Victory Drive, you know, all the way down to Henry & Anderson St. has suchpotential...if you go up north of Victory, just the opposite direction, there are a couple of commercial buildings that have great spaces.
the building was terribleand the rent might have beentoo high, so we decided to holdout as long as possible
zoning = killer of sustainability & mixed use
So we were kind of hesitant on leav-ing. However, we still had the option of trying to find other places. So the
other places we found didn’t have adequate privacy- the building was terrible, and the rent might have been too high, so we de-
cided to hold out as long as pos-sible
Bars and Bars and Bars
green truck [restaurant]doing a million dollars a year
without waters avenue, the word slum comes to
mind...it’s not right...the people that live here don’t
deserve it
school philosophy is thateverybody going to college.that’s not true.
my mom goes in there[rosette’s lounge], but
I would never
zero tolerance fordemolition =loss of character
waters ave doesn’thave anything to
attract businesses here
there is really nothing there.my friends all moved away forbetter school systems, safer neighborhoods, less threats
everybody needs to go one block, clean, then the next
need more little parks...where you can eat, enjoy
place for young people
big huge ugly, ugly planters=
garbage cansthe garbage is everywhere...and people don’t care
recycling not picked up in 3 weeks
burned house not demolished- ‘this is savannah: save it all!’
cans & bottles on the road
I see 3x the garbage on Watersthan here [side sts.]
no regular street sweeping compared to downtown and ardsley park
people don’t have what they need
manifest
authority
exposelargersystems
in my view, the impetus to watersave is that shopping centers...there
are grocery stores...other stakeholders that would come
to the table
2nd, 3rd & 4th teir neighborhoods...don’t get the same attention as Jones &
Charlton streets. we don’t get the same trashcans or lights
if a lightbulb goes out on Jones St., they’re there in 2 seconds. In here, three years if they put a street light on. And three shootings under that street light
fort knox becausewe’ve got a wall & a barricade
dilapidated homes
broken windows$190k house
quality old houses
the bricks and mortar are everything
historic district approved house
colors
fining home owners whose houses don’t meet code
mayor johnson ownedthe house, its anempty lot now
gang house
you just passed a crack house
find someone decent to rent to? won’t get as much
money
we selected this property for several reasons, one is the...price was right which is obviously the bottom line for anyone looking for a property, and it o!ered us the ability to do what we wanted with the property be-cause the property was con-demned at that time
we had big houses. and that’s what drew people.
and that’s the same thing about waters ave corridor
...2/3 story houses...you can develop into very
good properties
all the streets around waters ave have the real big
houses. and you can see the de-velopment coming through
here. street by street by street.
you can tell there is improvement by the facades.
you can tell when a house has boards on the windows, or broken
windows, or no windows at all
architecturally speaking, you can get everything from
mission, victorian, all kinds of di!erent, shotgun, i mean-
just go down, zigzag any direction
nice buildings won’t necessarily help. they’ll be
depleted in a few years anyways
landlords may not be maintaining their
propertysection 8’ers
don’t really care about the home
vacant houses is just an invitation for squatters...but if it’s vacant & it
looks like nobody really cares, then yeah, it could be a problem
preservation...every single structure you will...understand what and how they meant to
somebody. they’ll tell you. she cried, she couldn’t walk
abandoned and neglected buildings
The Environment ofWaters Ave
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Age: Occupation:
Status: Home:
Pets: Transportation:
Habits: Hobbies:
Taxi Use: End Goals:
Experience Goals:
27Hair Stylist for York SalonSingleShared apartment on Lower East SideCatSubway, taxis, occasional rental carShoe addiction, social smoker Blogging, pilates, jewelry making
Meet friends at a restaurant across townA comfortable, relaxed ride
Taxi Buses Subway rail
Pric
e/Ra
tes
Safe
ty
Relia
bilit
y
Lugg
age
Visu
al/S
ceni
c
Trav
el T
ime
Acce
ssib
ility
Freq
uenc
y
Frie
ndly
Se
rvic
e
Relia
ble
Sch
edul
e
Com
fort
Trav
el D
ista
nce
Pers
onal
Act
iviti
es
O!erings
Low
High
Value Factors
Low HighExpected
Perceived
Facilitating Services:
Customer Journey:
Erin E. Dora | SERV 724 | Prof. Bau | Spring 2012
Strategy Canvas:
Core Service:Enhancing Services:
BeforeRide
Needs A Ride
Pay Driver Hail Cab
DuringRide
After RideCustomer Value Proposition:
For people in NYC that need to get to a speci!c destination on time, NYC Taxi is a transportation service that delivers comfortable, convenient, and e"cient transportation within Manhattan and the surrounding areas. Unlike the subway or bus systems that have restricted routes and set schedules our service is highly accessible and customizable, because we o#er a personal door to door delivery experience picking you up and taking you directly and safely to your destination.
Yellow MedallionAvailability LightsVisabilityDispatch System
Passenger Information MonitorLuggage AssistenceLost and Found Posting GPS SystemPayment TransactionFriendly Service
Transportation within Manhattan and the surrounding areas
If a taxi ride goes well and the customer is satis"ed, they quickly forget about the experience after use of the service. But if the customer has a bad experience they remember and hold onto it. Good experiences do not remain memorable experiences
!
!
Identi"ed Gaps
Mgmt perceptions of consumer expectations
The Knowledge Gap:There is a gap between the managment and the consumers expectations. Management currently applies a “one size "ts all” to consumer expectations and may be unaware of unful"lled consumer needs.
Translation of perceptions into
service quality specs.
Service DeliveryExternal
communications to consumers
Consumer
Service Provider
Perceived Service
Expected Service
Word-of-Mouth, Personal Needs, Past
Experiences
NYC Taxicab Service NAICS - 485310
Light User
lives on the Lower East Side and shares an apartment with two roomates to save on rent and bills. She loves working at York Salon. It’s been a dream come true to move to the city and do what she loves. She still can’t believe she lives here, in Manahattan! York Salon is on the Upper East Side and even though it is not too far from her home, she still takes the subway and walks rather than taking a taxi everyday. It can get expensive... and that deters from saving money for her shoe obsession. She loves going out with the girls for dinner and an occasional show at the theater. So on nights when she’s dressed up she splurges for the conveinence and safety of a cab ride.
Customers that are not paying attention or are not familiar with NYC streets/way"nding and are not familiar with the taxi payment system:Could be subject to longer unnecessary routes or fradulant charges.
Age: Occupation:
Status: Home:
Pets: Transportation:
Habits: Hobbies:
Taxi Use: End Goals:
Experience Goals:
35Sales Manager for Herman MillerGirlfriend of 8 yearsApartment in BrooklynNoneSubway, taxis, car, bikeAttached to his ipadStock trading, die hard Knicks fan,plays in a community basketball league
Get to business meeting on timeA quick, e"ecient, no nonsense ride.
Low HighExpected
Perceived
lives in Brooklyn with his girlfriend and takes the subway into the city every morning. He’s been working for Herman Miller for close to 5 years but has worked in the city for 15 and knows the streets like the back of his hand. His o"ce is centrally located at 6th and 46th but his client meetings are scattered throughout Manhattan and he relies on taxis for the better part of is day. Thank god for the company credit card because the cab rides alone cost a fortune. Carter is working hard for a possible promotion at the end of the year. His girlfriend complains that he needs a vacation but he just can’t see the value until he gets a leg up. Although he would like to see the Knicks game this weekend.
Sticks arm out, waits, and hails a cab
Opens taxi door and slides into the backseat.
Tells driver his/her destination.
Opens door, gets out of backseat, double checks for belongings and then closes door.
Artifacts
Is driven directly from pick up location A to
speci!ed destination B.
Not surprised when he was only 30 cents o#
when guessing what the total would be.
Aware and Alert Forgets about taxi ride immediately after closing
the door.
Has credit card already out and ready to pay.
Swipes card on customer information monitor.
Checks watch as he quickly walks from street to o"ce building entrance.
Looks at notes on ipad prepares for meeting, watches news on TV monitor.
Gets to meeting 10 minutes early.
Relieved, Con!dent and Focused
Suspicious, Observant
Anxious, Tense, Impatient
Expects to catch a cab immediately.
After two taxi’s drive by he starts to get
frustrated.
Walks from o"ce to the corner of the street.
Grabs breifcase and ipad, pulls on coat, and takes the elevator downstairs.
Expects ride to be longer. Surprised when
the driver stops and they are there already.
Forgets about taxi ride immediately after closing
the door.
Expects that the driver knows
the quickest and best route to the
restaurant.
Doesn’t bring a coat because she doesn’t expect to wait in the
cold too long.
Trusting, Distracted, Fascinated
Thankful, Energetic, Pleased
Amazed and Flustered
Happy, Ful!lled,and Excited
Scrambles and digs out wallet from purse.
Walks from cab down the block to the restaurant.
Sits down at table where friends have already ordered her favorite drink.
Checks make-up in mirror, texts on her phone, looks out the window at the city lights.
Puts on seatbelt while having a short polite conversation with the driver.
Pays the driver with a $20 and waits for her change.
Walks from apartment building to corner of the street.
Puts on heels and texts friends as she heads down three $ights from her apartment.
Rushed, Frazzled, Exhausted
Expectant, Eager, Animated
Expects the driver to take 8th Ave
because everyone knows it’s the quickest route in
this tra"c.
Indi#erent
Apologetic andAppreciative
Immediately makes a quick business phone call.
Carter:Expectations
and Emotions
Jenna:Expectations
and Emotions
JourneyMap
Con!rms amount owed
Pre-Service During Service Post-Service
!
!
Discusses amount owed
!
Heavy User
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Victorian Era
!"#$%&'()"'*"+,&-($'(".-%$/,"$,"&0-"1232Aesthetics
Era Analysis:
[ Erin E. Dora - IDUS 711 - S. Johnson - Fall 2011 ]
Inspiration
Furniture
Materials
Who’s Who
Design Intention
Role of Designer
Aesthetic Movements
Art Nouveau Art Deco Mid-CenturyModernism
Post- Modernism
The !rst original style that took inspiration from its surroundings, not history such as "owers, seeds, and roots.
De!ned the contemporary times of 1920's and 1930's America. Spurned by the events of World War I, a healthy economy provided the perfect conditions for positive outlooks and collective good spirits.
Married luxury and function in a versatile design and served as an interpretation of the social norms, expectations, dreams, desires, interests, fascinations, frivolities and spontaneity of the culture in which it developed.
Intentions were to harmonize with the natural environment. The philosophy of furniture was to design according to the whole building and be made part of ordinary life.
Advocacy for craft production and a resistance to machine production. It was largely a reaction against the impoverished state of the decorative arts and the conditions by which they were produced.
People believed that beautiful objects should exist for the enjoyment of everyone, not only the elite. It was thought that a beautiful environment could actually enhance one's quality of life.
Visible connections and joints in furniture and architectural structures.Rectilinear shapes, sturdy construction.
Truth to material. Ebonized wood with gilt highlights. Accentuated connections.
Streamlined machines.Nature.The American Suburbs.
Frank Lloyd WrightLe CorbusierCharles and Ray EamesMies van der Rohe
Antoni Gaudi William Van Alen(Empire State Building)
William MorrisJohn RuskinGustav StickleyGreen and Green
An emphasis placed speci!cally on targeting the needs of the average American family.
To de!ne the mind sets and lifestyles of the revelry and celebration of the times.
It was the duty of art not to overlook any everyday object.
The goal was to create design that was for the people and by the people, and a source of pleasure to the maker and the user.
Post-modernists seek to create comfortable spaces for the body, mind, and soul.
Iron and glass were produced cheaply and e#ciently.
Post and beam construction. Large sheets of glass.
Stylized natural forms. Curvy elongated lines.Entirely holistic.
The movement banished the design traditions of the past o$ering geometric and angular shapes, bold outlines, and zigzag forms. Use of bold bright colors like yellow, purple, ruby and turquoise.
Metallic materials of stainless steel and aluminum. Shiny lacquers and inlaid wood, even sharkskin and zebra skin.
Handcrafted wood.
Clean simplicity. Emphasized creating structures with ample windows and open "oor plans.
Free combinations of decorative elements in all styles. Heavy ornamentation and elaborate use of decoration.
A desire to be “in style” and the availability of mass produced products
Make good taste accessible to all classes. The Industrial Revolution made it easy and cheap to produce ornamentation that would previously have only been accessible only to the elite.
Decorating was the “good taste” of the woman of the house.Design pulls away from craftsmen.
Goal was to bring modernism into America's post-war suburbs Open up interior spaces and bring the outdoors in.Function as important as form.
Took root as a response to modernist design Post-modern designers tend to reject the functional, minimal use of materials and lack of embellishment adopted by modernist designers.
Robert Venturi Michael Graves Philip Johnson Robert A.M. Stern
A mixture of various design styles, unexpected design materials, and unconventional angles.
Contemporary updates of styles from the past creates eclectic designs in architecture, furnishings, and interiors. Wit and humor are also common elements in post-modern buildings and homes.
Seeking to free themselves of restrictive rules, post-modernists place form over function when desired.
1890s-1910s1860s -1910s1840s -1900s 1920s-1930s 1930s-1950s 1960s-1980s
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Volcom
N/A
Other
ColorWordmark
Name
Pattern
Typology
Shape
Sym
bol !"#$%&%'
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Point of SaleStore Front, Displays,Store in Store, Sales associates,Merchandise, Packaging,Sales Counter, Bags
Pre-PurchaseAdvertising/MarketingPrint ads, Website,Facebook/Twitter, Word of Mouth/Live Advertising
Post-PurchaseAdvertising, WebsiteWord of mouthStickers/Paraphernalia
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5#+&8#"7!"#$%&%'De!ning Brand Expectations and Promise:
“Youth Against Establishment” Expect liberation, innovation and experimentation and the dedicated promise to breakdown established traditionsExpect me to "y high and play hard but with a promise to seriously deliver. Promise to young men and woman who share my passion for art, music, !lm, skateboarding, sur!ng, snowboarding and motorcross to create clothing that not only exempli!es their lifestyle, but enhances the ability to live it.
4-$/#&9#"7!"#$%&%'Satis!ed and Delighted Customers:
Loyals: Best boardsport gear and clothing there is. Go team Volcom!Switchers: See the brand as trendy and fashionable (either with street clothes or athletic wear) so they switch to what is popular, what they like, or what they can a#ord.Disloyals: Too adolescent, punk, skater-kid, irresponsible or over-branded and trying too hard.
3/%.:)7!"#$%&%'Meeting Expectations and Delivering Brand Promise:
They deliver on the promise of lifestyle, creativity, liberation, and commitment to change.Despite their youthful nature they are a serious brand and meet expectations on a world wide level across cultures.They themselves are an “established tradition”
!"#:)7!"#$%&%'Ideal Brand PositioningAlthough Volcom already does a high amount of work in the community uplifting the creative talents of the youth genereation, more emphsis could be placed on this sector to ward o# the perceived image of our youth being irresponsible and irrelevent. Placing emphasis on their community events and competitions, featured artists, and team/sponsored members could highlight role models empowering the youth generation as a whole and give support and attention to a societal group that usually is not given adequate credit.
4-**.$&/:%#"7!"#$%&%'Setting Expectations and Communicating Brand Promise:
Establish brand lifestyle through the stores and products Multi-faceted website shows their commitment to constant changeEvents and Competitions/Team Volcom promotes athletes and their sports. Winning team expectations = “celebrity” or “sports fan” consumerMusic, Artwork, and Advertisements communicate “tone of voice”, open mindedness, and “youth against establishment” attitude.
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Static Dynamic
Progressive
Hard/Aggressive
Independent
Loud
Con!dent
Traditional
Soft/Subtle
Dependent
Quiet
Meek
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