Service Design project as part of Master of Design Futures RMIT

Yarra Libraries Babytime, is a free public service where new parents/carers are invited weekly to bring their child along to a 30-45 minute, librarian led, song and story time. The most notable value recognisable, thus far into my research for this service would be, socialising for both the child and parent with other parents and children, the predominant users and cohort of the service. This value is highly regarded for this demographic and is encouraged by health professionals for new parents. To cite Playgroupnsw.org.au, 2018, “Professor de Rosnay says babies need responsive, engaged people, who understand them, to thrive and the earlier that this occurs: the more confidently they’re going to be able to take those next steps in their evolution as a social agent.”

The challenges for the service ecology for whom and why were as followed:

  •  Accessibility: Pram parking issues, pram access issues for parents and carers. Necessary for the users to feel confident that their pram is safe, within view of them while they use the service.

  • Scheduling: Digital calendar system for parents and carers. Necessary to better engage and create ease of access to potential users.

  • Reaching new parents/carers: Currently only word of mouth from mother’s groups or health nurse. Necessary to reach the users that need it most.

  • Reaching old parents/carers: Currently only word of mouth from mother’s groups that they have stayed in contact with from first children. The health nurse’s don’t find them a mother’s group the second time around. Necessary to reach the users that potentially need it most.

My next stages of research included: 

  • Semi-structured ethnographic interviews using talk allowed method with varied participants of the service: User, Facilitator/Librarian and Marketing director.

  • Empathy map / co-designed with parents – Visualisation tool

  • Engaging persona’s / co - designed with parents – Visualisation tool

  • Experience map / co - designed with parents - Visualisation tool

  • Customer journey map – Visualisation tool

Over the course of the next few pages I will present the above research tools and reflect of the data presented. 

The rationale uncovered from the reoccurring focal pain points from data this far are: 

Accessibility, scheduling and reach of the service. 

These pain points focus on user comfort and ease of accessibility of the service. There is a need to take out the archaic methods of finding the service and update for further reach and ultimately more accessible to potential users. 

I have decided to develop a future state map to see visually how to uncover possible gaps in the service and where there is potential to uplift. I plan to address the below questions for both current state and future state blueprints as referenced by, Miller and Flowers, 2018; 

“What is the current client experience of this service for particular scenarios? How is the organisation delivering that service experience through processes, systems, people, policies, and more? How might we improve our service delivery to support a better experience for the client?”