Modern Mistri: Service Design & UX Strategy
Dealing with home repair in Kolkata is frustrating and difficult as it's difficult to find qualified professionals that would do the work at a reasonable rate. Three entrepreneurs wanted to streamline the process of home repair and provide a service that would delight customers. The service would provide 24 hour plumbing and electrical installation and repair services. Depending on reception, the service provided would expand to carpentry and masonry.
Process
1. Field Research: We accompanied various "Mistris" (Workmen) in their day to day chores and studied interaction with clients. Noted Pain points and opportunities for creating customer delight. Interviewed customers to understand expectations and develop ideal state solutions.
2. Synthesis: Mapped out entry, consumption and exit behavior with the intention to eliminate negative experiences/emotions and convert them to positive.
3. Experimentation: Recreated scenarios and role played the service scenarios to understand flow of interactions.
4. Prototyping: Created target persona, service Blueprint, and prototype of an app.
5. Evolution: Through iteration, created a comprehensively designed customer experience for Modern Mistri.
2. Synthesis: Mapped out entry, consumption and exit behavior with the intention to eliminate negative experiences/emotions and convert them to positive.
3. Experimentation: Recreated scenarios and role played the service scenarios to understand flow of interactions.
4. Prototyping: Created target persona, service Blueprint, and prototype of an app.
5. Evolution: Through iteration, created a comprehensively designed customer experience for Modern Mistri.
Personas
We used the qualitative and quantitative data collected in the research to create two personas, one for the customer and one for the Mistri - in essence both our competition and the potential employees. We not only had to create promotion to build and capture a customer base, but also an outreach program that would encourage Mistris to join Modern Mistri.
The Service
The clients would have an option of a one time service or an affordable Annual Maintenance Contract (AMC) with unlimited service calls. A service could be booked at any time for any job - no matter how big or small it was and all the material used in the service would be billed separately. Shown below is the ideal service flow in the form of a hybrid customer journey and service blueprint that would help align the company's efforts with the customers expectations of an ideal service. Understanding the customer's emotions at each of the stages would inform the direction of the content and designs of the brand collateral.
A collaboration was made with Skillsoft - a company that consults with call centers and trains individuals and corporate teams in etiquette and soft skills. They helped make a script that could be followed by customer service executives when receiving and making calls. The script reinforced that customers would be receiving a new level of service.
A three-step method was mapped out. EVALUATE . ESTIMATE . EXECUTE. The focus was on making customers feel at ease even if there are complete strangers in their home and get the job done efficiently and effectively. The supervisor was entrusted with explaining the features of the AMC package to the client while the Mistris did their work. It was important that the client recommended this service to other people and all negative impressions are addressed.
The following is a narrative explaining how the service would work for a first time user. This outlines the service flow as well as expected responses from the customer.
A three-step method was mapped out. EVALUATE . ESTIMATE . EXECUTE. The focus was on making customers feel at ease even if there are complete strangers in their home and get the job done efficiently and effectively. The supervisor was entrusted with explaining the features of the AMC package to the client while the Mistris did their work. It was important that the client recommended this service to other people and all negative impressions are addressed.
The following is a narrative explaining how the service would work for a first time user. This outlines the service flow as well as expected responses from the customer.
During this project we found that the assumptions the clients had approached us with were proved with research. There was a huge gap in the market for a professional and well organized handymen service company. By identifying the areas in which independent. Mistris fell short on and using it to design a new service and customer experience, the clients were able to capture a substantial share of the market.
By using the principles of design thinking, we were able to look at the requirement from various angles and provide a well rounded solution. Collaborations were made when necessary and we used co-creation with prospective customers, the clients and the Mistris to gain valuable insight from a human-centered approach.
By using the principles of design thinking, we were able to look at the requirement from various angles and provide a well rounded solution. Collaborations were made when necessary and we used co-creation with prospective customers, the clients and the Mistris to gain valuable insight from a human-centered approach.
Touchpoints
The App
The Modern Mistri app was designed to engage & provide service to customers who have enrolled for an annual maintenance contract (AMC) with the company. The main features were:
1. Request service visits and track arrival of repair team
2. View and approve estimated cost of repair
3. View past service visits and history of repair work done.
The company wanted to provide a seamless and convenient service to its customers, and use this as a key differentiator to capture an audience. The app can be an easy way to engage customers, while providing transparency in costs.
1. Request service visits and track arrival of repair team
2. View and approve estimated cost of repair
3. View past service visits and history of repair work done.
The company wanted to provide a seamless and convenient service to its customers, and use this as a key differentiator to capture an audience. The app can be an easy way to engage customers, while providing transparency in costs.