Overview:
As part of the Interaction Design Foundation (IDxF) Service Design Certificate Course, I was required to choose a service I know well and map out the blueprint for that service. Service blueprints are an important tool in service design because they map the components of a service experience. I selected Target Drive Up. Target offers contactless drive-up pickup at nearby stores. Order in the Target app and they bring it right out to your car.
Problem Statement:
Map out the Service Design Blueprint for Target Drive Up. Identify pain points and opportunities to improve the current experience.
Users & Audience:
Users: Target shoppers who seek conveniences and efficiency can quickly and easily shop online and pick up their items at a nearby store without ever leaving their car.
Audience: Internal stakeholders. A service blueprint gives us a grand overview of the whole service. We can use it to discuss aspects of the service with stakeholders and across different departments in our organizations.
Roles & Responsibilities:
I conducted a Service Safari, created a Service Design Blueprint as well as a summary of the case study.
Scope & Constraints:
The required deliverable was a service blueprint to share with the class and instructors. I was given one week to complete the project.
Process:
To effectively map out the service blueprint, I first conducted a service safari. A service safari is exactly what it sounds like: a trip out into the world to experience a service for yourself! It’s a powerful way to get a feel for what a service is like and which components it’s made of.
I started by using the Target app to place an order for pickup. I documented the process with screen shots. Then I visited my local Target store in Reston to complete the transaction and documented physical artifacts using photography.
Tools:
Service Safari Summary:
Goal: Use Target app to order items for pickup at Target Drive Up.
Observations:
Touchpoints:
The target app features a connected, multi-step ordering process. It is generally simple to use: shop, select Target Pickup as you add each item to your cart, and complete your purchase. The experience is intuitive, with conversational UX writing and clearly guided process. A lot of engagement with the app is required to complete this experience, including notifications that your order is received, that your order is ready for pickup, notifying the app that you are on your way, and that you have arrived, and in which spot. I show my number on the app to the employee delivering your items. Then a signature for confirmation that I received my items.
Environment:
The Reston, Virginia Target location recently renovated their Drive Up services to expand parking availability. There are clearly marked signs. Shopping carts and bags are additional artifacts.
Digital Interfaces used:
Target app on my phone.
Frustrations:
Slight frustration not knowing how long I would be waiting for the Target employee to deliver my items to my car. I don't check the bags until the process is completed, so if something is damaged or missing, I have to report it through the app.
Thoughts / Feelings:
Efficient process. Many steps, heavily dependent on use of app, and engagement with, the Target app.
