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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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M6+,(B&?"N

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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N/A

Other

ColorWordmark

Name

Pattern

Typology

Shape

Sym

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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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Progressive

Hard/Aggressive

Independent

Loud

Con!dent

Traditional

Soft/Subtle

Dependent

Quiet

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