1.

EXECUTIVE SUMMARY

The report focuses on conceptualizing a service idea with a defined target market and
developing a comprehensive design process to ensure its successful implementation. It
includes creating a service blueprint, identifying necessary facilities and their usage by
customers, and defining the role of employees in service delivery. The project critically
analyses the service's potential to provide a competitive advantage within its industry,
identifies possible service failure points, and underscores the importance of service design in
today's business landscape to enhance customer satisfaction and operational efficiency.

2. INTRODUCTION

A service is an intangible activity or series of activities that typically, but not necessarily,
involve interaction between the customer and service employees, physical resources, or
systems of the service provider, which are provided as solutions to customer problems.
Service deals with something intangible, where the purchase does not result in ownership
through physical transfer, but still creates benefit during a particular interaction and
experience. Organizations provide services in different ways depending on their business
culture and individual employee behaviour. Successful businesses in today's world have
managed to develop reliable service designs to solve problems or optimize their services for
customers.

BACKGROUND

The Service we are going to focus on is called meal kit delivery. This Service idea of meal
kit delivery service involves offering a selection of fresh, high quality ingredients and easy-
to-follow recipes including an option to deliver already made Malawian food .Target Market
includes Malawian professionals aged 25-45 with limited cooking experience but a desire to
eat healthy, home cooked meals, families with young children seeking convenient, nutritious
meal options and Individual’s following specific dietary restrictions for instance vegetarians.

SERVICE CONCEPT

A service concept elements gives the business and its customers a clear picture of what they will be
providing (Moon, 2016). A service concept is an outline of how a service provider can realize the
value and design outcomes of its service. The service concept can best be described as the way in
which an organization would like to have its services perceived by its stakeholders.

Service concept for meal kit Delivery

2. STEPS REQUIRED TO BE FOLLOWED WHEN DESIGNING SUCCESSFUL

SERVICES

A service providing business which wants to come up with a service design they are a
number of steps that need to be followed in order to come up with the best idea. Coming up
with the best steps to help one in designing a service is very important because the service
that will be designed might lead to the success of the business. In the book "The Complete
Guide to Successful Event Planning," J. Allen Carroll outlines a comprehensive approach to
designing successful services, particularly in the context of event planning. Here are the steps
according to Carroll (2006).

1. Understand the Client's Objectives

Begin by thoroughly understanding the client's objectives and goals for the event or service.
In this case begin by thoroughly understanding the client’s goals and objectives for the meal
kit delivery service. This includes understanding their target audience, desired outcomes,
budget constraints, and any specific requirements they may have.

2. Conduct Needs Assessment

Conduct a thorough needs assessment to identify the specific needs and preferences of the
client and their target audience. This may involve conducting surveys, interviews, or focus
groups to gather insights into what the client and attendees expect from the event or service.
Understand what they expect from the service, such as dietary preferences, portion sizes, and
delivery frequency.
 3. Develop a Concept

Based on the client's objectives and needs assessment, develop a concept for the event or
service that aligns with their goals and resonates with their target audience. This concept
should outline the overall theme, atmosphere, and experience that the event or service will
deliver. Based on the client’s objectives and the needs assessment, create a concept for the
meal kit delivery service. Consider factors like:

● Recipe Selection: will the service focus on healthy or quick-and-easy recipes?

● Ingredient Quality: are organic and locally sourced ingredients a priority?
● Customization: Will customers choose their recipes or receive surprise selections?
● Packaging and Branding: Define the overall theme, atmosphere, and brand identity.

4. Create a Detailed Plan

Develop a detailed plan that outlines all aspects of the event or service, including logistics,
scheduling, budgeting, marketing, and staffing. This plan should serve as a roadmap for
executing the event or service and ensure that all stakeholders are aligned on the vision and
execution. Develop a comprehensive plan that covers all aspects of the service:

● Logistics: Determine how ingredients will be sourced, stored, and delivered.

● Scheduling: Plan delivery days and times.
● Budgeting: Calculate costs for ingredients, packaging, and delivery.
● Marketing: Outline strategies to attract and retain customers.
● Staffing: Consider hiring chefs, packers, and delivery personnel.

5. Execute the Plan

Implement the plan by coordinating all necessary tasks, activities, and resources to bring the
event or service to life. This may involve securing venues, hiring vendors, managing
logistics, coordinating staff, and overseeing all aspects of the event or service execution.
Coordinate all necessary tasks and resources to bring the meal kit delivery service to life.
Secure venues (if applicable), hire vendors (such as ingredient suppliers),manage logistics
(including delivery routes), coordinate staff (chefs, packers, and delivery personnel), and
oversee all aspects of execution.
 6. Monitor and Manage

Continuously monitor and manage the event or service throughout its execution to ensure
that everything is running smoothly and according to plan. This includes addressing any
issues or challenges that arise, managing timelines and budgets, and ensuring that all
stakeholders are satisfied with the outcome. Continuously monitor the service during its
execution. Ensure smooth operations according to the plan. Address any challenges, manage
timelines, stay within budget and lastly keep all stakeholders informed and satisfied.

7. Evaluate and Reflect

After the event or service has concluded, conduct a thorough evaluation to assess its success
against the client's objectives and goals. Gather feedback from attendees, stakeholders, and
team members to identify areas of strength and opportunities for improvement. Use this
feedback to inform future planning and improve the quality of future events or services. Use
this insight to enhance future meal kit offerings.

By following these steps, service designers can effectively design and execute successful
services that meet the needs and expectations of their clients and attendees.

Service Blue print for Subscription Based Meal Kit Delivery

service blueprint is a visual representation of the service delivery process, including all the
steps, interactions, and touchpoints involved in delivering the service to customers . A service
blueprint has five elements that should be considered. A service blueprint has five elements
that should be considered. The elements of a service blue print are physical evidence,
customer actions, onstage employee actions, backstage employee actions and lastly support
processes.

Physical Evidence:

● Website/App: The digital platform where customers interact with the service. This
includes browsing meal options, selecting plans, and managing their subscriptions.
● Meal Kits: The physical product delivered to customers, containing pre-portioned
ingredients and recipe cards or Meals.
● Packaging: Branded, eco-friendly packaging that reflects the company’s commitment
to sustainability and protects the contents during transit.
 ● Marketing Materials: Brochures, emails, and social media posts that communicate the
brand’s value proposition, introduce new recipes, and promote special offers.

Customer Actions:

● Select Meal Plan and Preferences: Customers choose their preferred meal plan (e.g.,
vegetarian, family-sized, low-carb) and customize their preferences (e.g., dietary
restrictions, delivery frequency).
● Place Order Online: Customers browse the menu, select meals, and place orders
through the website or app.
● Receive and Unpack Meal Kit: Upon delivery, customers receive their meal kits,
which include all the necessary ingredients.
● Prepare and Enjoy Meal: Customers follow the provided recipe cards to cook their
meals at home.
● Provide Feedback: Customers may leave reviews, rate recipes, or share their
experiences.

Onstage Employee Actions:

● Process Online Orders: Employees handle incoming orders, verify payment, and
ensure accurate meal selections.
● Assemble Meal Kits: Staff members assemble meal kits, ensuring that all ingredients
are included and properly labeled.
● Coordinate Delivery: Employees manage delivery logistics, including route planning
and timely delivery.
● Handle Customer Inquiries: Customer service representatives address inquiries,
resolve issues, and provide assistance.

Backstage Employee Actions:

Manage Inventory: Employees monitor ingredient stock levels, order supplies, and maintain
inventory.

Develop Recipes: Culinary experts create and test new recipes, considering taste, nutrition,
and ease of preparation.
Package Meal Kits: Staff members package ingredients into meal kits, ensuring consistency
and quality.

Maintain Website and Customer Database: IT and marketing teams maintain the website,
update content, and manage customer data.

Support Processes:

● Order Management System: An automated system tracks orders, manages inventory,

and ensures timely fulfillment.
● Inventory Control Software: Software tools help optimize ingredient stock levels,
prevent shortages, and reduce waste.
● Delivery Route Optimization: Algorithms optimize delivery routes based on location,
traffic, and delivery windows.
● Customer Relationship Management (CRM) System: A CRM system stores customer
data, tracks interactions, and supports personalized communication

3. Facilities that would be associated with the Service Firm and how customers will
be using the facilities.
Facilities and Customer Usage:

Centralized Kitchen:

The centralized kitchen serves as the heart of the meal kit preparation process. It’s
where the culinary team develops recipes, prepares ingredients, and packages meal
kits. Customers do not directly interact with this facility; instead, they receive the
final meal kit at their doorstep.

Delivery Vans:

These refrigerated vehicles play a crucial role in transporting meal kits from the
centralized kitchen to customers’ homes. Customers receive their meal kits at their
doorstep, making the delivery vans an essential part of the service experience.

Website and Mobile App:

The online platform, comprising both the website and mobile app, is central to
customer interactions. Customers use this platform for various purposes:
 Ordering: They browse meal options, select plans, and place orders.

Managing Subscriptions: Customers can adjust preferences, update delivery

schedules, and manage their subscriptions.

Accessing Recipes: The platform provides access to recipe cards and cooking
instructions.

4. Employee Roles:

Culinary Team:

This team develops recipes aligned with the brand’s vision and customer preferences.

They ensure food quality, taste, and nutritional balance.

Additionally, they manage ingredient sourcing and maintain supplier relationships.

Packaging and Logistics Team:

Responsible for assembling meal kits, ensuring accurate portions and proper labeling.

They coordinate delivery logistics, including route planning and timing.

Managing inventory to prevent shortages and minimize waste is also part of their role.

Customer Support Team:

This team handles customer inquiries, resolves issues, and provides assistance.

They manage subscriptions, address changes, and cancellations.

Technology Team: technology team maintains and updates the website and mobile
app.

They analyze customer data to improve service offerings and personalize experiences.

5. Competitive Advantage

Fresh and High-Quality Ingredients: Sourcing ingredients locally ensures freshness

and quality. Customers appreciate knowing that their meals are made from the best
ingredients available. This can set your service apart from competitors who may use
lower-quality or processed ingredients.
 Diverse Menu Options: Offering a wide range of menu choices caters to different
dietary preferences and tastes. Whether someone is vegan, gluten-free, or loves exotic
flavors, having diverse options attracts a broader customer base. This flexibility can
be a significant advantage over competitors with limited menus

Convenient Packaging: Easy-to-follow recipes and pre-portioned ingredients simplify

cooking for customers. Convenience is a powerful selling point. When people have
busy lives, they appreciate services that make meal preparation hassle-free. Clear
instructions and portioned ingredients save time and effort, making your service more
appealing .

Excellent Customer Service: Building strong relationships with customers through

personalized support creates loyalty. When customers feel valued and heard, they are
more likely to stick with your service. Excellent customer service can differentiate
you from competitors who may not prioritize this aspect.

Subscription Flexibility: Allowing customers to customize their meal plans provides

flexibility. Some people want weekly deliveries, while others prefer monthly
subscriptions. By accommodating different preferences, you attract a broader
audience. Competitors with rigid subscription models may lose out on customers
seeking more tailored options.

6. Service Failure Points:

Product Quality Issues:

Spoiled or Damaged Ingredients: When meal ingredients arrive spoiled or damaged, it

affects the overall quality of the final dish. Customers expect fresh, high-quality
ingredients.

Incorrect Portion Sizes: If portion sizes are inconsistent or incorrect, customers may
feel short-changed. Too little food can leave them unsatisfied, while too much can
lead to waste.

Delivery Delays or Errors:

Late Deliveries: Timeliness matters. Late deliveries disrupt meal planning and can
cause inconvenience.
 Missing Deliveries: When a meal kit doesn’t arrive, customers are left without dinner
plans. This can lead to frustration and negative reviews.

Incorrect Meal Kits: Providing the wrong ingredients or missing components can
result in an unusable meal. Customers may lose trust in the service.

Website and App Issues:

Technical Difficulties: Glitches, broken links, or unresponsive pages frustrate users.

They might abandon their order or switch to a competitor.

Slow Loading Times: Patience wears thin when websites or apps take forever to load.
Users expect a seamless experience.

Payment Processing Errors: Failed transactions can prevent customers from

completing their orders. It’s essential to ensure smooth payment processes.

Poor Customer Service:

Unresponsive Support Staff: When customers seek assistance, they expect timely and
helpful responses. Ignoring inquiries damages the service reputation.

Unhelpful Interactions: Rude or uncooperative customer service can drive customers

away. Friendly, empathetic interactions are crucial.

Recipe Complexity: Challenging Recipes: If meal kits include complex steps or hard-
to-find ingredients, customers might struggle. Simplicity and clarity matter.

Time-Consuming Recipes: Customers appreciate convenience. If recipes take too long

to prepare, they might opt for easier alternatives.

7. Importance of Service Design

● It builds customer loyalty. A service design helps organization to develop emotionally

attractive services which will can improve customer loyalty. When customers feel that
a service is providing to them personal added value price does not matter. Customers
will be loyal to an organization that gives them a memorable experience and through
the service design this can be achieved through offering in depth insight to customers
through the service design.
 ● Increasing Competition and Differentiation. In today's highly competitive market,
where product offerings are often similar, service design becomes a critical
differentiator. Businesses strive to create unique and memorable service experiences
that set them apart from competitors. Service design enables companies to innovate
and create value-added services that resonate with customers, leading to increased
loyalty and market share.

● Customer-Centric Approach. Service design emphasizes a customer-centric approach,

placing the needs and preferences of customers at the center of service development.
By employing human-centered design principles, businesses can gain deeper insights
into customer behaviors, motivations, and expectations. This enables them to design
services that are intuitive, relevant, and responsive to customer needs, resulting in
higher satisfaction and loyalty.
● Create a Positive Customer Experience: Ensure efficient order placement, timely
delivery, and easy meal preparation.

Conclusion

this report focused on designing a service concept and design, and come up with its blue
print. Service designing must be considered by all organization to ensure a long-lasting
business life. Surviving in the competitive market is the most important factor a business
should consider because that is the only way it can be able to attain profits and sustain in the
industry. The best recommendation is for service providers to have a service design that is
customer focused and also able to consider its employees.
Reference