Interaction & Service Designer Based in Oslo, Norway
PhD Phase 03
New service development
Zygo: Service for transient lifestyles
Pilot service designed based on the
alternate service proposal
for secondhand marketplaces. Zygo is a secondhand marketplace designed to support and connect the local youth of Oslo (16 to 27 years old) in the transient, varied and yet complementary phases of their lives. It facilitates local circulation of durable everyday things to manage their respective lifestyles, aspirations, and needs.
Roles and Outcomes
I designed Zygo to illustrate the execution of the digital linkages based service model proposed in the previous phase. I worked on creating an elaborate service experience with detailed value curve, customer journey and the brand narratives supporting the value curve. Subsequently, I also designed service evidence such as an app, posters, videos. Finally, I used this collective as a service prototype to in the service workshops and exhibits.
A large part of this phase comprised of open brainstorming and ideation keeping the findings and the insights as the reference. The evolving concept was discussed in collaborative sessions with the project partners. I intended to design a secondhand use based service that can be accommodated within the day to day user routines. This process as expected was although chaotic in itself led to the conceptualization of the new service called Zygo.
Co-creating service value and journey
The value curve and complete user journey were created and reviewed in collaborative sessions
View full customer journey (digitized version)
Zygo: The service concept
A digital secondhand use based platform to connect mutually enriching contexts instead of just buying and selling intents. Built on a mutual functioning of place, people and durable everyday things, Zygo on the local youth (between 16 to 27 years) of Oslo. The s
ervice is designed to support the stages of life in which the youth are deeply invested in independently developing a sense of who they are and who they want to become in the future.
It is rooted in the everyday practices of use and local/cultural norms of ownership.
Communicating service values
Zygo has been designed based on the core values of secondhand platforms as "
" Creating a service narrative through branding helped me explore the possible expressions of these value through the service. I based this part of my work largely on “
Method Experience Design Framework
See the branding process details.
Designing the Zygo mobile app
The mobile app is one of the key digital touchpoints, which was designed with a focus on the support The mobile app is one of the critical digital touchpoints, which was designed with a focus on the support and planning re-framing of second hand marketplaces. The values and brand narrative were central to the design of interactions as well as the visual design of the app.
See the app design process details
Service rehearsal with stakeholders
Service review through workshops, expert reviews and exhibit
I presented Zygo to industry project partners, potential service providers, and service consumers through hands-on workshop sessions. I used were service storyboards, desktop system mapping and service advertisements as primary mediums of a service snapshot demo. The service was also accepted for a public exhibit at the Nordes conference, 2017. The brand expressions, service visualization, and mobile app prototype were used to help the participants experience the service while participating in the workshops.
Zygo challenges consumer lifestyles and provides a possibility for designing alternative practices around the use of everyday things. Repositioning the second-hand market as a scaffolding that supports and connects the youth in the transient, different and yet complementary phases of their lives, Zygo intends to help manage aspirations and needs of the youth, while raising awareness around consumption practices.
- Srivastava , Culen, Design Research Society 2018, Ireland
Service narrative and branding
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