Parktheater connects report

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Title: Parktheater ConncectsAuthors: Rosa Hendrikx, [email protected], Pieter Overgoor, [email protected]: Industrial Design Institute: Eindhoven University of TechnologyProject: Service 2.1Theme: Light Time Space MoveCoach: Kirsten van DamDate: June 6, 2014

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Abstract

Parktheater connects is a service design which aims to create a ‘flowing journey with quality touch points, that makes the customer wanting the whole experience instead of only the show’. It focuses on a persona called Isa. Isa visits the theatre once a year, visiting the artist instead of the theatre.

A concept is developed which focuses on the pre and post service of the theatre. Before the show a movie will play wherein the customer can upload his or his friends’ picture. The movie will warm up, make aware about the theatre and future touch points and enhance the feeling of being togeth-er. On the evening of the show nothing will change, except for the fact that Isa will go there with a different mind-set. After the show, again a movie will play. This time the actor will remember the customer of the evening and will ask to fill in the feedback, after that, the actor will lead the custom-er towards the Parktheater test. This will end in proposals for new shows.

Parktheater connects will make the customer journey of Isa more flu-ent, will make her more aware of the Parktheater and theatre in gen-eral, it will make her more connected to the Parktheater and in the end she will visit the Parktheater for more than only the artist.

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Index

IntroductionDesign ProcessOrientationIdea Generation VisionValidationConcept developmentFinal concept Implementation Conclusion DiscussionFuture Appendix

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Introduction Before you is the report of the project ‘Parktheater Connects’, written by Rosa Hendrikx and Pieter Overgoor. We are second year Industrial De-sign students at the University of Technology in Eindhoven. This project was in the theme Light Time Space Move and was called ‘Service 2.1’.

Within the project we explored service design with Parktheater as our client, a theatre which is ahead with their customer service and is constantly seeking for improvement. We dived deeply into this customer service and with the starting points of the Parktheater and our own vision we developed a concept called ‘Parktheater Connects’.

We were supported by Marleen van Amerongen from the Parktheat-er and throughout the process we worked together. This led to a concept which is closely connected to the Parktheater brand and at the same time our own vision speaks. In the end we developed a concept which makes us and the Parktheater very enthusiastic.

The Service 2.1 project aims at analysing the dynamics of custom-er-business relationships, and designing a service environment, from the perspective of its experience and social-cultural relevance.

The Parktheater asked for an Improvement on their customer service and offered several proposals for directions. Main restrictions to make it valuable were to do ‘small’ interventions with not too many costs. Our own objective was to develop a concept that stays in tune with the Park-theater brand, a concept that is relevant and able to be implemented.

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Design Process

On the left is shown a schematic overview of the design process. Not all the activities and meetings are in there, only the core activities and steps that played a crucial role. The process was structured and all steps led to a better de-fined idea, without going back to the beginning and start over again. The meetings with the coach and client played a crucial role here because they were seen as deadlines within the whole process. We wanted to behave profes-sional so all meetings were well prepared with new input.

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Orientation

The first step in the project was to orientate and get famil-iar with the Parktheater. A visit was held were Marleen van Amerongen from the customer services showed us around and explained their way of working. Online research was done and more information was send by Marleen to get familiar with their values, persona’s customer journeys, his-tory and future plans. Another meeting was held were the potential service points were shown that can be improved.

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Activities

The Parktheater states that theatre is about people. They want to deliver the people some extra happiness and in their opinion the view of their visitors if very important. They want that their visitors fully merge into the performance and they are always looking for new ways to prove the existence of culture and to take people with them.

Vision

The mission of the Parktheater is that every visitor should be ‘touched’ when they leave. They want the visitor to re-member the Parktheater for at least a year.

Mission

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o Have faitho Be wiseo Give and receive loveo Ask and deliver qualityo Live hopeful and braveo Cherish the childreno Feel responsible for societyo Dare to be differento Challenge and carry out your dreamso Stay modest

Core Values

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Persona

The Parktheater uses three persona’s Isa, Daphne and Willem. Isa visits the theatre only once a year and focuses on the artist. Daphne is more a cultural lover and also visits the theatre instead of only the show. Willem is a theatre fan and visits the theatre often, the theatre is way more important for him. An over-view of these personas can found in the appendix. Isa is chosen as the persona to design for. Within the persona of Isa there are the most opportunities. Isa needs the most attention regarding to getting connected to the Parktheater. To let the mission of the Parktheater speak, Isa needs improvement.

Core values of Isa are that her experience is about the artist. That she wants total unburden-ing and that there is attention for being together.

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Customer journey

The Parktheater has analysed the customer journey of Isa. For every touch point they looked at the impor-tance of the experience, the current experience and in what sense the core values of the Parktheater should speak. By taking these three aspects together you can find points for improvement. Within the pre service this is especially the warming up part, welcoming program and providing functional info. Within the service this is the welcome, the use of the bar before, during and after the show and the wardrobe. And in general the building and looks should be better.

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Idea Generation

After the orientation phase, the idea generation began. First was thought of possible directions that could be tak-en. Later on brainstorm sessions were held, giving ide-as within each direction. The ideas were discussed with the Parktheater and a direction was chosen to design for.

First the focus was on improving the touch points that need improvement in the eyes of the Parktheat-er. This resulted in the direction of improving the long waiting line and making the interaction with the artist after the show more enjoyable for the artist.

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First directions

After the analysis of the Parktheater and a closer look at the current service touch points it was time to start the first brainstorm sessions. First the focus was on improving the touch points that need improvement in the eyes of the Park-theater. This resulted in the direction of improving the long waiting line and making the interaction with the artist after the show more enjoyable for the artist.

A direction for the waiting line was to distract people from the bar while everybody rushes to it in the break. An idea for this was to make a pho-to booth in a fun way that it triggers people to go there and make pic-tures of them in the Parktheater. When these photos would be published on their Facebook immediately, it could also be a good marketing strategy.

Also the audience artist interaction could be improved. Artists often feel like meeting their audience, but if they show up in de café after the show, they get flooded by people who all want a picture or a signature. Here a direction could be to design a relaxed ambience in which the art-ist could cool down after his show and meet his audience in an environ-ment that is both enjoyable for the artist as well for the audience. An idea was to let the artist decide beforehand what he would like to do with his audience. Also an idea was to switch the roles of the artist and the audi-ence; the artist had performed for the people already, so it would be fun to switch it, and make people perform for the artist and hear how he liked it.

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Chosen direction

After these ideas, the customer journey was inspect-ed more thorough, which gave the insight of looking in a broader context. It was found that the Parktheat-er focused primarily on the service points that take place on the evening of the show. This was surprising because their mission is to make people experience such a great time at the theatre that they won’t for-get the evening for a year. By looking at the broader context another direction was found; focusing more on the service prior the evening of the show, and af-terwards. When you want your customers to remember the evening you will either need to make the experi-ence exceptional or you will have to remind them of it in a nice way and make them look forward to the show.

Another brainstorm session was held to come up with new ideas about pre and post service. There were sev-eral options and the one that contains all required el-ements was a storyline in any format, connecting the pre and post service. This storyline should enhance the service of the theatre by making several touch points more connected and by improving some of these points. The image illustrates a simplification of the current service and our way of improving it.

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The client was positive about our direction and agreed upon the fact that these points can be made more interesting for Isa. Therefore it was decided that an idea in the direction of pre-and post-service would be presented at the midterm day.

A design challenge was formulated as such: ‘Creating a flowing journey with quality touch points that makes the customer wanting the whole ex-perience, instead of only the show’. The challenge was not only to im-prove the service before and afterwards but also to connect them in a way. Our vision was to make the customer journey of Isa a real journey. Now the service consists of multiple service points that are not connected to each other. The experience of the user can be a lot better when these service points have a certain theme or a storyline, making the journey feel more fluent and exiting.

The values of the Parktheater need to speak and our mission was to create something valuable for the Parktheater, so that our con-cept could be implemented in their service. Having that in mind, the next step was to communicate these thoughts at the midterm day.

Vision

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Validation

The midterm provided useful feedback on our idea. A point that needs clarification is the way the pre and post service will be con-nected. Also our findings need more argumentation. In this stage everything was based on ideas and assumptions instead of research and facts. When selling an idea it is highly important that the idea is based on a solid argumentation instead of these assumptions. Two questions that we could not answer properly yet were the fol-lowing. Will the evening be better when there is more pre service? And are we doing this for the Isa or for the Parktheater? These questions need further research to build a solid argumentation.

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Survey

GoalThe first thing that had to be found is the result of pre service. How can you present pre service information in such a way that people are more excited for the show? Now the Parktheater sends an email to the customers supplying them with functional info of the show. There are other ways of communicating this information, so for the first user test this research question needs to be answered.

Hypothesis Presenting functional information of an event in an infographic or video leads to more excitement beforehand than plain text.

MethodTo test this, two online surveys were made which can be seen in the appendix. Two different groups of twenty five people filled in the surveys. Group 1 got information of two events in a normal text format, while group 2 got the exact same information but than in an infographic and a movie. The questions to this infor-mation was to what extend people are looking forward to see the show. As a control question it was also asked how likely it would be that that they would recommend the event to a friend. The results are shown here. The first even was called ‘ 5 Days Off’ and the second one ‘Vangrail gaat vreemd’.

ResultsThe difference between the text format and the others is not big, but still a conclusion can be made from the two graphs. The infographic, which looks visually great, scores higher than the text format, whereas the sloppy video scores lower than the text format. From this we learned that pre service can enhance the feeling of excitement before the show but it has to be done in a good way, otherwise it only detracts from the experience.

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Focus Group

After the test, the idea was divided into different parts that still had multiple options such as format, message, channel, actor, tone, length and feeling afterwards. Several ideas were written down underneath all parts. To be able to answer the question if we are working for the Parktheater or for Isa we held a focus group with six Isa’s.

GoalIn this focus group we wanted to find out which ideas are most interesting from Isa’s point of view. When working with a user group it is impossible to come up with a solution with-out hearing their voice, so that is why we organized a focus group.

HypothesisFor every element different options can be chosen. Since we are both in the targeted user group, we had our own pref-erences but because we thought of these by ourselves we could not be objective anymore. Therefore it was not possi-ble to clearly state a hypothesis.

MethodFor every aspect of the design options were visually pre-sented to the focus group participants. Six Isa’s were invit-ed to give their opinion about their ideas. The concept was explained and the participants could vote for an option by sticking a pink post-it on the visual, a purple post-it was for a negative vote. The choice of these colors instead of red and green was to prevent the participants to be biased when they see a green or red option. After the voting, a discussion was held where the participants could elaborate their choices so more information was gathered during the session.

ResultsSummarized the results were the following. An interactive format appealed the most. Something that can be shared with whoever you are going to the theatre. It should not take too long, and who the actor is does not matter, although it would be nice if the actor you are visiting is the actor that you see in the pre service. The tone should be funny or excit-ing and the format can be anything, as long as it is customiz-able and interactive.

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Concept Development

The focus group provided us with useful information. When talking to people who fit the profile of our persona we found out which ideas could work and which are not interesting for them. Now decisions had to be made to define our concept. We looked at every aspect of the design to determine which was the best option, taking into account the Parktheater and Isa.

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FormatFor the format it was chosen to be an interactive video that will be showed in two times. A video can give a lot of information in a rich way; moving images, text, sounds, music. It is no coinci-dence that todays information distribution is going towards the format of video. People have less time to read a whole page and a video gives a richer experience than a page with text.

The elements that will be in the videos are:Pre video• Storyline introduces coming service points• Warms up for the show• Brings functional info in a fun way• Makes aware of Parktheater instead of only the show

Post video• Makes feedback fun• Gives opportunity to fill in Parktheater visitor test (for personal suggestions)• Connects to the storyline and ends the customer journey

Channel The channel to reach the Isa’s will be email. The current system runs on this, so to be able to im-plement our idea easily it has chosen to use the same channel here. The email will contain a link to the movie.

ActorThe actor could be anybody, ranging from a famous artist, somebody who works at the Park-theater, a granny to connect 50th anniversary or anyone else. For our concept an actors is not defined yet. If the Parktheater is willing to implement the idea, more resources will be available so better actors can be chosen.

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ToneThe tone of the concept will mainly be funny. Although it gives you several scenarios of things you can experience in the theatre, it has to be fun to watch it. The feeling you should have after the video should be in line with this: fresh, fun and excited.The length is not defined yet. First the movie will have to be made with all the elements to be able to see how long it the video will be. This is not a crucial point, it does not matter if the video is two minutes or three, as long as it is not becoming boring.

Strategy The strategy behind the concept is that the service around the evening of the show will be improved so that people will feel more connected to the Parktheater. Isa’s now only visit the theatre for a specific artist, so our goal is to turn these Isa’s into Daphne’s, who visit the the-atre more often. By adding the element of the visitor test, people can see what kind of visitor they are. This is a nice element and it also gives the Parktheater the chance to give specific show suggestions for these people. When there is a possibility to share these suggestions with other people and when you can invite friends immediately, a flow can be created where Isa’s will visit the Parktheater again. This is the business aspect of our concept.

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Final Concept

For the final exhibition the concept needed to be commu-nicated, therefore all the elements needed to be made vis-ually. The emails had to be designed, as well as the Park-theater visitor test and the storyboard of the movie.

The storyboard itself does not communicate the idea correct-ly so it was decided to make a movie explaining the concept and showing the renewed customer journey of Isa. This mov-ie can be seen online at https://www.youtube.com/watch?v=z-Va7ZDm-XHU . The movie contains all the separate elements and gives a good impression on the new customer experience. At the exhibition it would be used later on together with two posters and a booklet communicating all aspects of our idea.

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Customer Journey

Pre - Service

Buy Ticket Pre - mail UploadPhoto

Movie Share

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Show Post - mail Movie Feedback Test

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Pre - Mail

Beste Piet,

Gefeliciteerd met jouw bestelling! De kaarten worden tot 3 werkdagen voor de voorstelling opgestuurd, daarna liggen ze voor je klaar aan de kaartverkoopbalie.

Ben je benieuwd wat je zojuist eigenlijk hebt gekocht en wat je te wachten staat? Er staat een speciale booschap voor je klaar. Klik op de onderstaande link en vind het uit:

https://www.parktheater.nl/boodschap

Wij wensen je alvast veel plezier en tot snel!

Met vriendelijke groet,

Parktheater EindhovenTheaterpad 1, 5615 EN Eindhoven040 - 2 11 11 22

www.parktheater.nl

After buying the tickets, the customer receives an email of the Parktheater. It contains some functional info. Moreover it asks the customer if he is aware of his pur-chase and if he knows what will happen? He is asked to follow a link which leads to a message.


Movie Share Show Post - mail Movie Feedback Test

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Upload Photo

Piet, je bent vast benieuwd wat er komen gaat! Upload een foto van jezelf of van een vriend(in) waarmee je gaat en je komt er snel achter!

Upload een foto

Facebook foto

Webcam

Ogen

Schaal

Draaien

Terug Volgende

Test Buy Ticket Pre - mail UploadPhoto


The link leads to a screen where the customer is asked to upload a picture. He can do this by choosing one of his computer, a facebook picture or by making a new one with a webcam. After this, the picture can be placed in the standard by scaling and turning untill it fits.

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Movie



A movie will start. The movie focuses on the theatre instead of the show. It points out what the customer can experience in the theatre. By the added head of the customer it becomes enjoyable and personal. The mov-ie brings information in a fun way, makes you excited before the show, creates awareness of the theatre and introduces you to coming touchpoints.

5 Juni 2014Guido Weijers

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Share



After the movie, the customer gets an option to share the movie. He or she can do this via email or social media. This will enhance the feeling of being together, already before the show.

Deel de video met degene met wie jij naar het theater gaat!

facebook whatsapp mail opslaan

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Post - Mail

Test Buy Ticket Pre - mail UploadPhoto


Beste Piet,

Wij vonden het leuk dat je er was!Zoals belooft staat er nog een booschap voor je klaar.

Klik op de onderstaande link en vind het uit:

https://www.parktheater.nl/boodschap2

We zien jou hopelijk snel terug!

Met vriendelijke groet,

Parktheater EindhovenTheaterpad 1, 5615 EN Eindhoven040 - 2 11 11 22

www.parktheater.nl

When the customer is back home, after an evening at the Parktheater, he or she receives an email. This makes the customer aware about the promised message. The email consist a link which leads to the message.

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Movie



A new movie starts. The movie makes a connection be-tween the pre-service and the service. It leads the cus-tomer towards the feedback form. After that it asks the customer what he wants to experience next? This leads towards the visitor test.

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Feedback



Within the movie the actor asks the customer about their opinion of the evening. The actor will point out the feedback form below the movie and will wait untill the customer fills in the form.

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Wat vond je van de show? Kies het aantal sterren

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Test



Vind je het moeilijk kiezen uit het programma? Er is voor iedereen wat leuks, maar het is soms lastig te vinden in het overweldigende aanbod.

Klik hier voor de test

Doe deze adviestest en kom er in 10 vragen achter wat voor type theaterbezoeker je bent en welke voorstellingen bij je passen!

Wat voor theaterbezoeker ben jij?

Klik hier

Within the movie the actor asks what the customer wants to experience next. The actor will point out the test besides the movie. The customer can fill in the test, which gives the customer a certain profile which describes the kind of visitor he or she is. After this, the customer will get a list of possible shows selected for the profile.

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vraag 1 / 10

Naar welk toilet ga je normaal gesproken?

Nu ben je natuurlijk nieuwsgierig! Je bent een:

Plezierbezoeker

U houdt erg van genieten. U bent een sportief type en gaat graag uitdagingen aan. U bent op zoek naar het avontuur en kan soms impulsief handelen. Nieuwe trendy snufjes vindt u leuk en interessant. Een voorstelling waarbij de nadruk ligt op politiek of zware literaire kost is minder aan u besteed. Voorstellingen met bekende Nederlanders vind u prima. Het moet vooral een gezellig avondje uit worden waarbij u na de voorstelling nog een drankje pakt in het theatercafé. Bij u zit je altijd goed met cabaret. show. musical. maar ook met sommige toneelstukken.

Volgende

vraag 5 / 10

Wat doe je als je een uurtje voor jezelf hebt?

wandelen

in bad zitten computeren

lezen tv kijken

Met wie ga je het liefst naar het theater?

Alleen

Met partnerMet familie

Met vrienden

vraag 9 / 10

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Implementation

To implement Parktheater Connects, a last iteration needs to be done. In our first user test it was found that when doing such pre service, the quality needs to be high, otherwise it detracts the ex-perience. Therefore we need to outsource the making and pro-gramming of the video to external people or connections from the theatre. Experts were found and asked what price it would cost which can be seen in the appendix. Apart from that, the feed-back system needs to be redesigned and the visitor test has to be programmed so it can connect the movie. A design is made by us which gives a solution how the test can look and feel visually.

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Conclusion

With a fresh perspective from outside the theatre this new service is created. In the beginning there was a challenge formulated, namely ‘Create a flowing journey with quality touch points that makes the customer want the whole experience instead of only the show.’ In the end Parktheater Connects was developed with this challenge as starting point. A concept is created which upgraded several touch points and made connection between them. The focus lay on the the-atre and not on the artist. And in the end this resulted in a flowing journey. In conclusion we can say that Parktheater Connects stayed close to this challenge and in the end brought a well-fitting solu-tion. The Parktheater and the designers are more than satisfied.

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Discussion Long lasting

Parktheater Connects is one and the same movie. So when a customer visits the theatre another time, he or she will get the same movie. The question is if this will still be fun, or this isn’t interesting anymore. However Parktheater Connects is designed for Isa, who is visiting the theatre once a year. A solution for this possible problem can be, showing every time different movies. To make it realistic, it could be that every ‘element’ of the movie is separated. So you can choose from unwind till relaxation, and look at just one aspect every time.

Sharing

After the visitor has seen the movie, it can be shared. But after he or she has found a new show, there isn’t a pos-sibility to share this yet. This will make it easier to involve others in new shows. So an improvement can be to also add a share button at the end of the customer journey, to share new possible shows.

Fear for Privacy

Visitors are asked to upload their or their friend’s picture. However they don’t know yet what is going to happen with this picture, so they become curious. But at the same time they don’t know where this picture will end, and therefor they could decide to upload nothing because

they are afraid for unpleasant outcomes. To prevent this, there should be an explanation about the picture to make clear it will not be shared or used without your permis-sion.

Who?

Parktheater is designed for Isa, however when she visits a show, there will be probably also Willems and Daph-nes. So a question arises, who will receive the movie? Will Parktheater be implemented for every show, only ‘isa shows’ or only for Isa’s in every show.

Providing information

Parktheater Connects is now providing information about the title, artist, time and place of the show. However it doesn’t tell you about for example parking or how much time in front you should be there. Or that you should not forget to pay money for parking. You could think about adding more of this information into the movie.

Post MovieWithin the post movie, there is now no real recap towards the evening. It does not contain any footage or informa-tion about the evening, so it could be interesting to add for example short fragments of the evening. Or short feedback movies of people which can be done in combi-nation with the Parktheater App.

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Future

Parktheater Connects was presented at the Final Exhibition at the TU/e on 4th and 6th of June. Marleen van Amerongen from the Parktheat-er visited the exhibition. Her reaction was enthusiastic. The Parktheater is busy improving several touch points of the theatre. The touch points Parktheater Connnects addresses, fit in the future plans of the theatre.

Marleen invited us to present our work for the staff of the Parktheater. After this the plan is to do a co-creation session with the Parktheater staff. Questions about the concept will be discussed. For example what kind of actor it should be, or which elements definitely should be in the movie. If the Parktheater sees potential, the concept can be built together with the partners of the Parktheater. If the concept is redesigned and can be implemented, Parktheater Connects could be launched in September 2014.

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Appendix

[A] Customer Journey [B] Persona’s [C] Survey A[D] Survey B[E] Focus Group[F] Offerte mOOniQ

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Documents

Parktheater connects report