Roskilde Festival has decided to build a new folk-high-school in Denmark - the first in 45 years. But what does it take to create great customer experiences for a folk-high-school in 2016? Which pain points do an insecure young adult experience, when moving to a folk-high-school and living among new people? And how can we eliminate them trough service design? As my master thesis in Service Design, I helped Roskilde Festival Folk-Highschool answer these questions, to help them provide a recommendable and satisfying customer experience in the future. 

 
 
 
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1. User research

I have never experienced a stay at a folk-high-school and neither had my teammate Stine, which is why doing user research was very central for us to gain an understanding of the situation we were designing for and defining the problem. Therefore, we visited an existing folk high school for 3 days during the start of a new class, where we did observations and interviews and experienced the introduction activities from first hand. It was a very giving experience and put us right back to being young and insecure teenagers in a new environment again. 

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2. User-journey mapping

From our user research, we learned that the social and psychological aspects of joining a folk-high-school were challenging and demanding for some users. Based on these insights, we mapped out a user journey of a folks-high-school experience before, during and after the interaction with the service with both data from our user research and together with former folk-high-school students. It provided us with insights from users who had just experienced the introduction period, and users who had experienced a total folk-high-school stay and the time after. It helped us map out the overall process, the touchpoints, and both good and bad experiences.

 
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3. Future Workshop

To explore the pain-points in a folk-high-school experience we facilitated a workshop based on the 'Future Workshops'-method with folk high-school students, employees from Roskilde Festival Folk High School and our self as designers. The workshop consisted of using tools and methods such as personas, user journey mapping, reflection-in-action activities like using metaphors and inspiration cards, and brainstorming. The workshop gave us deep insight on the problem spaces of social and psycological wellbeing while staying at a folk-high-school and opportunities on how to solve them. 

 
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4. Synthesizing: Seven critical aspects and non-delivered value.

From the workshop, we identified 7 critical aspects of a folk-high-school experience by synthesizing our empirical data with the insights from the workshop. We learned that the users needs consisted of delivering value of pleasure in regards to the social and physiological parts of staying at a folk-high-school.  

The seven critical aspects:

  1. Insecurity before arrival
  2. Confusion and insecurity at arrival
  3. Feeling exhuasted during the introductory week
  4. Feeling bad for being in need of alone-time
  5. Hard to break into established friend groups
  6. Lack of association and traditions with friends after leaving the folk high school
  7. Dissapointment of lack of lasting friendship after having left the folk high school

 

The identified needs and values:

  1. Guidance on how to prepare, an overview and support
  2. Information, an overview, a buddy, and support
  3. Support, planned activities, co-creation of the stay
  4. Support, planned activities, co-creation of the stay
  5. Self-establishment of communities, support
  6. Maintaining of relationships and creation of traditions
  7. Maintaining of relationships and creation of traditions
 
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5. The new touch-points

To eliminate the seven critical aspects we developed new touch-points and user actions as part of the to-be user journey, to help Roskilde Festival High School deliver value consisting of social and psychological pleasure. To present them we created 5 different scenarios describing the service concepts consisting of a mixture of; self-services, technology enhanced services, person-to-person service encounters and technology enhanced person-to-person service encounters. Some of the new touch-points consists of a newsletter, a mobile app: "The Folk High School Guidebook", "The Coffee Club" and "The Guidance-bell" etc.

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6. Service Blueprint

To communicate the service design and how it's supposed to deliver the new touchpoints, the new channels and support the user actions, we added backstage activities to our user journey and created a service blueprint.

 
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7. Concept Testing

We tested the service design concepts on potential folk-high-school students to gain insight on how the new concepts addressed the users needs. In order to take the situational context into account we create video-sketches based on the user scenarios and showed them to the potential users, who we interviewed. The test aloud us to gain insight on how the new touch points and user actions delivered value. We learned that our additions to the user journey created an user experience consisting of more comfort and confidence during the folk-high school experience. Based on the test we were able to decide which concepts to recommend Roskilde Festival Folk High School to integrate in their to-be service.

Speak: Stine
Visuals: Bianca