spin space - a product-service shift
DESCRIPTION
Our task: help P&G meet their sustainability goals. Our users: Western European apartment residents. Our solution: a laundromat embedded in an open community space, which supports sustainable behaviors. The main offerings of the service are a laundry, products and refills offered by P&G, the open community space (lounge, mini-kitchen), and a small gym area.TRANSCRIPT
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a modern laundry
master in Service and experience design 2011Fifth Workshop: Turn the World ColdProject Leader: Anna Pellizzari Assistant: Nicole NeubergerProject Title: A Modern Laundry Team Members: Xing Huang, Morgan Dickson, Kahoru Tsukui, John Welch
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We are focusing on change that is incremental and immediate.
aSSumption
Most people will only change to a sustainable behavior if there is a benefit to them other than just being sustainable.
Key needS
• convenience• time-efficiency• affordability• beauty/pleasure
marKet
Western Europe
Context
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approaCh
Focus on the daily needs of people, fit into people’s lifestyles.
reinforce the sustainable actions of users to encourage behavioral change, rather than scold users for not being sustainable.
A Starbucks incentive for sustainable behavior
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problem Setting
everyone haS their own waShing maChine.
This causes an inefficient use of resources.
improper uSage of waShing maChine and detergent.
This also causes an inefficient use of resources.
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problem Setting
Current laundromatS laCK appeal.
Though they can be more sustainable in theory, without being utilized, laundromats are not sustainable.
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problem Setting
SoCial CriSiS, laCK of Community.
Selfish lifestyles promote environmentally unsustainable behaviors.
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our ConCept
A laundromat embedded in an open community space which supports sustainable behaviors; located in an apartment building.
Convenient, fun, Clean, modern, Community
spin space
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offering detailS
Laundry
opencommunity
space
products& refiLLs
gym
spin space
featureS• Three types of
sustainable machines• Automatic detergent • Drying lines provided
inside and outside
featureS• Dispensers are filled
with P&G Products
featureS• Mini kitchen• Comfortable lounge• Community board
featureS• Exercise equipment
attached to washers• Exercise machines• Weights• Yoga mats
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the offering 1. laundry
SpinSpace has three types of washers: some can be powered by bicycle, others are electric but highly-efficient, the third are small hand-powered washers.
Washers can be reserved remotely or in-person, reassuring people that washers will be available to them.
Clothes drying spaces are provided inside and outside of SpinSpace.
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the offering 2. produCtS & refillS
Machines will be available to provide products for purchase from P&G and dispensers to refill containers.
Products include laundry detergent, dish soap, shampoo and conditioner.
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the offering 3. open Community SpaCe
This space provides a comfortable, useful area for people to connect in.
In addition to doing laundry, members can cook, study, work, relax, or just enjoy each others’ company.
A notification board will be available for members to share events and sustainability tips.
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A small area which offers just the most useful fitness equipment:
• weights• mats• bicycles• treadmills• exercise ball
The space is available for those doing laundry, helping with time-efficiency.
the offering 4. gym
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the environment
A space that is encountered by residents every day
A space that communicates its utility and usefullness
A welcoming space
A space that provides choices: of privacy or openess, of activity or leisure, of sustainability
prinCipleS
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how it worKS
A monthly subscription provides a certain number of washes, beyond which a user must pay per wash.
Price decreases for the bicycle and hand-powered washers.
A recognition system connects the users to an account. A code, a physical card, or both grants them access into the building and should be entered to begin the wash cycle.
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Spin SpaceProvide Re�llable Product
Manage Space
Provide Facilities
Participate
Use Washing Machine
Buy Re�llable Product
Use Open Community Space
ResidentsP&G GymManufacturer
Washing Machine
Manufacturer
Real Estate Developer
ProvideWashing Machine
Provide Gym Equipment
ConstructSpin Space
For making new “ Spin Space”
Engage
New Customer
Feedback
the SyStem roleS of the aCtorS
spin space
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the SyStem buSineSS model
CondominiumAssociation
Product & ContainerP&G ManagerFacilitiesDesign ( P&G Brand)P&G
Water/Gas/ Electricity
Residents
Subscription includes - all washing machines - access to open space & utilities
Product fee
Washing Machine
Manufacturer
Utility Company
GymManufacturer
Spin Space Package
Real EstateDeveloper
Collaboration
ConstructionSales
- Collect Money- Pay Money
Money Flow
Service & Product Flow
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a SCenario alma taKeS a Spin
When alma is in class, she remembers that she needs to wash a dress for a date tomorrow night. So she makes a reservation.
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a SCenario alma taKeS a Spin
Alma comes home and gathers her laundry. Laundry time is also Alma’s exercise time. She chooses to use one of the bike-powered washing machines.
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a SCenario alma taKeS a Spin
While she rides, she has girl talk with her friend. They both exercise and spend time together while getting their laundry done!
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a SCenario alma taKeS a Spin
After she and her laundry have spun out, she stops by the laundry kitchen to have a glass of water and check the calendar on the community board.
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a SCenario alma taKeS a Spin
After drinking her glass of water, Alma takes a second to refill her shampoo. Then she heads home for dinner, laundry and exercise checked off of her list!
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a SCenario laura laughS and launderS
Laura likes to start her morning with some socializing, but she also likes to get things done. So she decides to go downstairs to SpinSpace.
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a SCenario
She has a handy cart provided by the building in which she collects her laundry. She doesn’t need to carry detergent because the washers automatically provide it.
laura laughS and launderS
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a SCenario
Laura chooses the wash settings. Although she cannot choose the temperature, she still feels some control by choosing the type of clothing she is washing.
laura laughS and launderS
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a SCenario
After Laura starts her laundry she notices the product feedback chalkboard. She decides to post some opinions and questions about products.
laura laughS and launderS
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a SCenario
While her laundry is washed, Laura enjoys coffee with her friends in the open space.
laura laughS and launderS
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a SCenario
This week, morgan brings a new P&G product with her for residents to sample. She posts an image of the product and a few questions about it.
morgan CheCKS in
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a SCenario morgan CheCKS in
Laura asks her a question about how the product is used and Morgan gives her some details.
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a SCenario
Before Morgan leaves, she lets the residents know when her next visit will be by posting it on the community chalkboard.
morgan CheCKS in
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p&g manager
The primary role of the P&G manager is to track the expenses and business of the P&G products. The manager also: • visits a SpinSpace every morning and
afternoon, a total of ten visits per week• informs the new residents about SpinSpace
and its offerings• refill the product dispensers• meets with residents to hear feedback about
product testing or the service itself
role
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our uSerS
all ageS
Because of the range of the offering, the service is useful for people of all ages.
featureS for everyone
• laundry• open space• mini-kitchen• refill station
featureS for SpeCial uSerS
• mini-gym• bike washing machines• P&G feedback, activities
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what iS new?
• A mix of branding and community• “Supplemental” and experiential
services enable the success of the core service
• A shift in users’ mental models of what a laundromat is
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benefitS SuStainability
for the earth
• Operations are controlled in order to optimize efficiency
• Conservation of resources, efficient machines avoid “user error”
• Option to power the machines manually, conserving energy
• Save materials for packaging, washers dispense detergents
• Clothes drying space• Recycled water• Many individuals under one facility
sharing resources• Less travel, better machines than
laundromat
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benefitS for uSerS
for uSerS
• Convenient, buy products anytime• Access to high-quality washing machines• A “third place” to enjoy, outside of private
apartment space, but not public• Tools to meet daily needs sustainably
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benefitS for p&g
for p&g
• Change the P&G experience for consumers, differentiate P&G from competitors by moving some sales from supermarkets to a P&G controlled environment
• Easier to reach sustainability goals, shifting operations from consumers to P&G control
• Selling products in a new, more sustainable way
• Open a new communication channel with consumer communities: get feedback, test products, promotions