Service Design
A tiered strategy offers varying levels of service

Big box home improvement stores are continually challenged to offer both small-store service and big-store prices. The “Service Continuum” offers a strategy for providing customers their desired level of service while minimizing impact on store employees.

fig 1. User Observation

fig 2. Opportunity Definition

fig 3. The New Customer Journey

fig 4. The Service Continuum

Process

Service design is an essential part of any company's brand, particularly in the retail domain. Working on a team with three other ID students, we attempted to improve the level of service found at the Home Depot chain of home improvement stores. First, a structured and detail analysis of the Home Depot experience was conducted through camera studies of the customer journey. Pain points were identified and used to help determine points of opportunity that would drive concept generation and help Home Depot differentiate itself from the other “big-box” stores.

New concepts and experience stories were developed around three different usage scenarios: task management, product purchase, and exit. The new experiences were scored according to criteria such as Brand Fit, Customer Acceptance and Viability. An implementation plan covering prototyping methods and cost coverage for each scenario was also developed.

Solution

The improved service experience utilizes a suite of online and in-store tools that are designed to offer customers with more comfortable and customized service. Web based tools available both at home and in the stores empower customers to help themselves with know-how and tips for simple projects. Those seeking live help can access one of several small and easily apporachable “Advice Centers” located throughout the store. More difficult projects will be delegated to the appropriate department experts for high-level assistance.

The Service Continuum allows customers to access information in the way the are most comfortable, and with a project appropriate level of expertise. Home Depot is able to better control their resources while at the same time providing a higher level of customer service.

Download the Executive Summary: [PDF, 612MB]
Download the Full Report: [PDF, 3.5 MB]

  • Date: Fall 05
  • Timeframe: 7 weeks
  • Credits: Clinton Barth, Philip LaFargue, Brandon Ward