Signature service experience for a luxurious multigenerational property.
UX research / Service design / Brand strategy
The first super-luxury multi-generation residences. ©Mulberry Grove The Forestias
How Might Mulberry Grove offer signature service experiences to their residents and prospects?
How might we use customer-centred approach and service design methodologies in signature service experience creation, aligning brand strategy and service provided within the programme together, to champion resident’s satisfaction and to set Mulberry grove apart from competitors, reflecting its strong positioning as a top-tier luxury estate developer.
⏐ OUR APPROACH
“Bridging gaps between brand communication and customer needs”
We created an analysis framework to find tune the harmony between brand components and service executions. A particular framework is applied in both Mulberry grove’s brand analysis and competitors analysis to compare and analyse the win-loss areas of each.
We identified ingredients/elements required from user research insights and findings to generate service ideas that feed into the signature service pillars, meeting both brand and customer ends.
⏐ METHODOLOGY
⏐ STREAMLINED USER RESEARCH
I created frameworks for insight analysis and data visualisation, from general information to psychological and behavioural insights we learned from recruited participants. This helped streamlining our time-limited user research phrase and made the data more comprehensible for the teams and stakeholders.
⏐ A creative way to do DESK RESEARCH
“Your house reflects your values and personalities” - the same logic applies to a family house. We studied iconic Thai families that could potentially be an aspiration to Mulberry Grove’s target customers. To extract their specific values that formulate their needs and requirements for living space.
We identified 5 distinctive values
UNITY : MOMENT : FAMILY BOND : IDENTITY : SUPPORT
that resonate a family’s way of living and expectation towards serviced residences. The 5 family personas were introduced during lateral co-design sessions with Mulberry Grove’s internal teams as a tool for extracting design requirements and service ideation.
⏐ CO-DESIGN SESSION
Co-design workshop with Mulberry Grove & MQDC. The Contextual ©️2022
⏐ SERVICE PILLARS IDEATION
To establish the service pillars that align with Mulberry Grove’s brand key messages,
INTERGENERATION : WELLBEING : SUSTAINOVATION
We created an ideation framework ranges from Pre-living to Post-living stages to list out potential elements and find commonalities that inform the pillars of our signature services.
⏐ DELIVERABLES
8 Service Pillars & 50 Signature services That resonate mutual values of Mulberry Grove and their residents, which establish a strong proposition that offers the best experience plus ensure a winning and distinctive market positioning.
*Full details of service journey and service blueprint remained confidential
⏐ EVALUATION & IDEA PRIORITISATION
We incorporated feedbacks from the teams and stakeholders into our evaluation and prioritisation metrics to suggest high-priority services that could create positive impact considering its cost-effectiveness, availability of resources and organisation’s maturity.
Personal reflections
“This project allows me to learn how service designers could balance commerciality and customer needs in a way that responds to organisations/ clients goals, practically. It is a perfect example of a brand and branded service, an ability to draw connections between 2 ends allow us to generate service ideas that support brand positioning in a long run!”
Feedback from Mulberry Grove internal teams