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Customer Driven Innovation Customer Relationship Driven Innovation
What if....
Customers made appointments with certain drivers?
What if they created a relationship with drivers like
What if.... they do their hairstylists?
Customers had to What if you removed the need to talk at all?
be locals? What if customers co-created the routes
What if cabs did not taken? (online reviews)
pick up tourists?
What if cabs were
only for tourists?
Offer Driven Innovation Revenue Driven Innovation
What if....
There was a service that
only picks up individual
customers, removing
groups.
There were economy
options? Luxury
options?
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punch card? Or travel
miles program?
Taxi’s could also tow
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What if....
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Like a toll tag.
Or a member program?
(“put it on my tab”)
Raised them with a luxury version?
Cost Driven Innovation
Resources Driven Innovation
What if....
We didn’t own our cars?
We removed our need for
garages?
We removed the need for gas?
What if....
We reduced costs and offered
an economy version?

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Strengths Weaknesses
Financially Strong Owners High Costs
Availability Efficiency subjective to
Place to Place Convenience traffic flow
Wide range of service Taxi Driver Competition
Customer Loyalty Customer Intimacy
Driver/Customer
Relationship
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Sustainibility/ Gas Prices Product Leadership
Environmental Awareness NYC Taxi and Limousine
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Sustainibility/
Environmental Awareness
Operational Excellence
Opportunities Threats

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Strategic Plat- Service Concept Service Delivery Service Branding
form System & Marketing
Driver Information Monitor
(2008) Car used for Advertisement
Passenger Information Moni- Reserve a Car
tor (2008)
Website Taxi and Limousine Medallions
New Reserve a Car
Committee (TLC)
Website
Medallions
Radical
Lost and Found Postings
Phone Apps - “CabSense” (2010),
“Report A Taxi “(2011)
Service Offerings
New Car (2013) - Nissan ADA Cab Design (2011)
NV200 to Replace Ford
Crown Victoria Flat Rates for Outside City
Driver Information Monitor
Limits
Nissan Leaf pilot study Passenger Information
Existing (2012) Incremental New York Taxi Workers Lost and Found Postings Monitor Cab Decal Redesign
Replace 3 Light System Alliance Reserve a Car Nissan to replace Ford (2013) Car as Advertising
(2011) Flat Rates Hybrid Cars
Car used for Advertising
Nissan Leaf pilot study (2012)
Cab Decal Redesign ADA Cab Design (2011)
ADA Cab Design (2011)
Website
Existing New Phone Apps - “CabSense”
(2010), “Report A Taxi “(2011)
Replace 3 Light System (2011)
Customer Groups

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38. Application of Theory to Design Practice
SDES -­ Applied Theory in Design Winter 2012
“If you have to work
outside the context you But why?
Improve the need to expand the
Drive-­Thru context.”
Experience
It’s not about small, Drive-­Thru was the
What does this it’s about going big. best part of the day!
actually mean?!
New
Initial Observation Observations
Getting the
Problem
and Methods Question Right
The What if....
Running errands were as
Turn
the fast food drive-­thru?
Findings into
Analyze Design Schematics Implemen-­
Data Opportunities
tation
Observation First Moment of Truth New Observations Second Analysis Design Opportunities Schematics and
and Methods Moment of Truth Implementation
Secondary research The drive-­thru is a well oiled Compared and contrasted “Quality is giving
Primary Contextual Research machine. We realized that Expand the context to: Drive Thru was the best part of our errand customers what they
Observation and Shadowing you can’t improve the thru research with errand
Short Interviews of Drive-­Thru drive-­thru unless you focus
American Culture of instant runners day. But why?
runner surveys, observations
need... But more than
users, Video Documentation on the nitty gritty level, only and the fact that we LOVE our Running errands can be frustrating. and shadowing of potential they expect.”
improving in small detailed cars. Automobiles gave rise Whether its long lines, repetitive queuing, commercial “To-­Do” list -­ Prof. Robert Fee
ways. So we turned to focus to suburbia and the capacity parking hassles, searching for what you candidates.
on the upper level, the big to cover distances, running need, running into someone you know
picture cultural level. errands and the “To-­Do” list. when you’re in a hurry, buying stuff you
didn’t intend to. All you want to do is get
Observed major commercial them done and checked off the list.
“To-­Do” list candidates and
surveyed errand runners.

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