A Service Design Model for Academic Non-Profit Organizations

A Service Design Model for
Academic Non-Profit Organizations
The Service Experience of The Ohio State University’s
Council of Graduate Students

Thesis Candidate Advisors

Allen J Cochran Dr. Peter Kwok Chan
Dr. Elizabeth B.-N. Sanders
(513) 549 1554 R. Brian Stone
allenjcochran@gmail.com
cochran.291@osu.edu

www.allenjcochran.com

Version 05 / 05 Date 2011 03 02 Page 1

Contents
Research Question XXX
Abstract XXX
Argument XXX
Needs of Students XXX
Organizational Chart XXX
Audience XXX
User Scenarios XXX
Experience Cycle Diagrams XXX
Primary Research Direction XXX
Methodology XXX
Sales vs. Experience Cycle XXX
Index of Touch Points XXX
References XXX


Research Question

How can university student
governance bodies utilize a service
design framework to provide a more
translational student experience?


Abstract
In school, students learn theory that they will use in the
professional world. They need ways to apply theories
to better understand the impact those theories have on
professional practice. Student organizations offer year-
round opportunities to do this, thus they offer a variety of
practical services to the student body. Because student
organizations offer these opportunities, there is a place
for designers in the organizations. Just as professional
designers are now designing services for profit driven
corporations, they can also apply those concepts to
not-for-profit academic groups like student organizations.


Abstract
Overview on behalf of their constituents, provide support
for issues that affect students, and legislate to Before even that, however, the exact
Student organizations provide an a semi-
professional outlet for students to participate in.
produce enforceable action for their audiences.
definition of a service must be clearly
Student organizations offer opportunities extra-
But as with all government bodies, if the services
provided at not clear, well advertised, or thought stated.
curricularly for students to practice the theories of as a whole system of interaction with a certain
they are learning in their courses, opportunities group of constituents, the success rate and impact • What is service design?
to do transdisciplinary work, and engage in of those services is greatly lessened. In effect, the

• What impact does service
projects that may help build their experiences and audiences does not understand how to participate
professional resume. in those services, recommend those services to

design have in general?
others, or rely on those services for support when
Ultimately, students who participate in activities needed.
outside the classroom, are more prepared for the
professional world because they have taken time This, then, becomes an opportunity for design to
engage such organizations and offer guidelines
• What impact does service
to apply their knowledge rather than to simply
absorb it in the classroom. for how to make those services better. The
opportunity becomes a service design project.
design have on a student
Student governance organizations are one such In order to better understand, service design must
first be defined.
governance body?
outlet for extra-curricular involvement.

Student governance organizations not only provide • How do the needs of for-profit
and not-for profit services differ?
opportunities to provide direction and leadership
to a specific body of students (undergraduate,
graduate, and/or professional students) but also,
in many instances, provide opportunities to govern
other aspects of student involvement (as in the
student governments that govern a university
student organizations).

Like all governance bodies, student governments
provide a service to their constituents as
mentioned above. These organizations advocate


Argument

Students need outlets to applied the
theory they learn

Student Organizations offer outlets for students to
apply that theory

This outlet is a service to universities
and students alike

Service design frameworks can offer ways for those
organizations to be more strategic with those services

To date, service design has been largely applied to for-profit.
This is an opportunitie to apply it to non-profit, student organizations


Needs of Students
Graduate Students Self-Actualizing
Undergraduate Students
Maslow’s
Please note that this map repre- Heirarchy Esteem

sents students at The Ohio State of Needs Social

University Only.
1942 Security

Physiological
= 1000 students = 1000 students

Academic Requirements Physiological Needs Academic Requirements
These include the most basic needs that are vital to
Advising Advising
survival, such as the need for water, air, food and
sleep. Maslow believed that these needs are the
Campus Access Campus Access
most basic and instinctive needs in the hierarchy
because all needs become secondary until these
Career Direction Career Direction
physiological
needs are met.
Continued Affirmation Continued Affirmation

Class Size Security Needs Class Size
These include needs for safety and security.
Direction Security needs are important for survival, but they Direction
are not as demanding as the physiological needs.
Exploratoration Examples of security needs include a desire for Exploratoration
steady employment, health insurance, safe
Expert References neighborhoods and shelter Expert References
from the environment.
Freedom Freedom

Funding/Financial Aid Social Needs Funding/Financial Aid
These include needs for belonging, love and
Guidance affection. Maslow considered these needs to be Guidance
less basic than physiological and security needs.
Incentives Relationships such as friendships, romantic Incentives
attachments and families help fulfill this need for
Independence companionship and acceptance, as does Independence
involvement in social, community
Leadership or religious groups. Leadership

Mentors Mentors
Esteem Needs
Proactive Behavior After the first three needs have been satisfied, Proactive Behavior
esteem needs becomes increasingly important.
Professional Development These include the need for things that reflect on Professional Development
self-esteem, personal worth, social recognition and
Reliance on Others accomplishment. Reliance on Others

Restricted Freedom Restricted Freedom
Self-actualizing Needs
Resources This is the highest level of Maslow’s hierarchy of Resources
needs. Self-actualizing people are self-aware,
Self-efficiency concerned with personal growth, less concerned Self-efficiency
with the opinions of others and interested fulfilling
Social Connections their potential. Social Connections

Structure Structure

Support Support


Organizational
Charts Area of Interest

Ohio Board of Regents

Board Secretary
OSU Board of Trustees
(David Franz)

OSU President
University Senate
(E. Gordon Gee)
Asst. to the Pres. & Dir. of Op.
(Kate Wolford)

Counselor to the President
(Herb Asher)

Exec. VP & Provost
(Jos Alutto)

Senior VP of Senior VP of Senior VP of Senior. VP of Senior VP of Senior VP of Plan. Senior VP of Leg. Aff. Senior. VP of
Senior VP & CFO
Development (Peter Gov. Relations Univ. Comm Health Sci. Outreach & Engage. & Spec. Asst. to Pres. & Gen. Counsel Alumni Relations
(Jeff Kaplan) (Geoff Chatas) (Chris Culley)
Weiler) (Curt Steiner) (T. Katzenmeyer) (Steve Gabbe) (Joyce Beatty) (Archie Griffin)

VP & Exec. Dean of CEO of Cancer
Assoc. VP & Ath. Dir.
Health Sciences Program
(Gene Smith)
(Chip Souba) (Michael Calguri)

VP & Stud. Enroll. &
VP of Human Resouces VP of Ag. Admin. VP of Research CIO Academic Support VP of Student Life
Planning
(Larry Lewellen) (Bobby Moser) (Caroline Whitacre) (Kathleen Starkoff) Units & Deans (Javaune Adams-Gaston)
(Dolan Evanovich)


Organizational

Ohio Board of Regents

OSU Board of Trustees

OSU President
(E. Gordon Gee)

Exec. VP & Provost
(Jos Alutto)

VP of Research CIO Academic Support VP of Student Life
(Caroline Whitacre) (Kathleen Starkoff) Units & Deans (Javaune Adams-Gaston)

Council of Graduate Undergraduate Interprofessional
Representing Students Student Government Council

~ 11,000 Students ~ 41,000 Students ~ 3,200 Students

Dentistry Law Medical Veterinary Optometry Pharmacy


Organizational

VP of Student Life
(Javaune Adams-Gaston)

Council of Graduate Students Faculty Advisor

10 University Senators

~ 11,000 Students 150 Delegates

Student Trustee appt’d to the
University Board of Trustees

President Vice President Secretary Treasurer

Hayes Research Ray Travel Award
Chief of Staff Academic Relations
Forum Committee

Communications & Organization &
Social Events Chair
Info. Technology Elections

DIISC (Diversity &
Senate Advisory
Inclusiveness)
21 Senate Committees
5 RGC Committees
Governmental
Relations
35 University Wide
Committees

Health & Wellness

Outreach &
Engagement

SERC (Sustainibility
& Environment)


Organizational

Council of Graduate Undergraduate Interprofessional
Representing Students Student Government Council

~ 41,000
~ 11,000 Graduate ~ 3,200 Professional
Undergraduate
Students Students
Students


Audience

Graduate Council University
Students Delegates Leadership

Students entering graduate At The Ohio State University, University leadership
programs in 2009 totaled the Council of Graduate represents any person
more and 13.8 million Students are elected from in direct control of the
students across the United more than 123 programs university, college,
States. offering graduate degree department, or group of
tracks. students (such as graduate
At The Ohio State University advisors).
this number is approximately Depending on the
13,000 graduate students, approximate size of the While no hard statistics can
both male and female in all department this means be found about this number,
departments with graduate there are, at any one time, the approximate total is
programs. an approximate total of between 275 - 325 leaders
150 Council Delegates across The Ohio State
representing the total 13,000 University in all graduate
graduate students. degree track programs.


User Scenarios Graduate
Students Current

University Committees
Standing Organization Committees
Organization Offices OSU Administrative Meetings
Scholarship Opportunities OSU Administration Connections
Delegate Meetings
Delegate Elections
Give-aways
Involvement Fair
Welcome Week

Description Group Dynamic Ideal Distribution of Touchpoints
Students for one reason or Persons included in this
another have sought our group, like general students,
participation in the Council of are graduate (masters or
Graduate students doctoral) students studying in
specialized fields.

Goal Challenges
To understand the services that Understanding the council to a
the council provides and to degree that would encourage Graduate students should have a gradual introduction to at that level until towards the end of their education.
execute those services to the advocacy to the general public the benefits and touchpoints of the Council of graduate Following it will reduce and then should slowly build
best of their abilities. at large. students. At a certain point in their graduate careers, this back up as they are approached to support the
amount of knowledge should plateau and continue university.


User Scenarios Graduate
Students Potential

OSU Administrative Meetings
University Committees OSU Administration Connections
Connect Through Email Scholarship Opportunities Organization Offices Latern Articles Repeat Scholarship Applicants
Delegate Elections Standing Organization Committees Delegate Meetings Case Studies Inter-collegiate Relationships
Event Co-sponsorship College Presentations Useful Resources Gatherings & Networking
Give-aways Involvement Fair General Advertising Website Targeted Advertising Donations
Welcome Week Connect through Departments Officer Appearances Regular / Annual Events

specialized fields.

Goal Challenges
the council provides and to degree that would encourage Graduate students should have a gradual introduction to at that level until towards the end of their education.
execute those services to the advocacy to the general public the benefits and touchpoints of the Council of graduate Following it will reduce and then should slowly build
best of their abilities. at large. students. At a certain point in their graduate careers, this back up as they are approached to support the
amount of knowledge should plateau and continue university.


User Scenarios Council
Delegates Current

Organization Offices
OSU Administrative Meetings

OSU Administration Connections

Scholarship Opportunities


Give-aways Standing Organization Committees

Involvement Fair Delegate Elections
Welcome Week Delegate Meetings

specialized fields.

Goal Challenges
the council provides and to degree that would encourage Council Delegates should have a rapid and extensive ways to work within the Council itself, but there is only
execute those services to the advocacy to the general public introduction to the Council over a very short period so much to know about the Council. Towards graduate
best of their abilities. at large. of time. Once they have been essentially trained and they will dissassociate with the Council to finalize school
introduced to the Council, their knowledge should work. Post-graduation they should have a rapid increase
plateau and continue throughout their graduate careers. of knowledge as they are asked to represent and
Their knowledge may increase in other areas of the support the university.
university and certainly they will identify more effecient


User Scenarios Council
Delegates Potential

Scholarship Opportunities Organization Offices Latern Articles Case Studies
Event Co-sponsorship University Committees OSU Administration Connections
Connect Through Email General Advertising College Presentations OSU Administrative Meetings
Delegate Elections Standing Organization Committees Website Gatherings & Networking Repeat Scholarship Applicants
Give-aways Involvement Fair Delegate Meetings Useful Resources Targeted Advertising Donations
Welcome Week Connect through Departments Officer Appearances Regular / Annual Events Inter-collegiate Relationships

specialized fields.

Goal Challenges
the council provides and to degree that would encourage Council Delegates should have a rapid and extensive ways to work within the Council itself, but there is only
execute those services to the advocacy to the general public introduction to the Council over a very short period so much to know about the Council. Towards graduate
best of their abilities. at large. of time. Once they have been essentially trained and they will dissassociate with the Council to finalize school
introduced to the Council, their knowledge should work. Post-graduation they should have a rapid increase
plateau and continue throughout their graduate careers. of knowledge as they are asked to represent and
Their knowledge may increase in other areas of the support the university.
university and certainly they will identify more effecient


User Scenarios University
Leadership Current

Organization Offices
Give-aways Delegate Elections Scholarship Opportunities
Welcome Week Delegate Meetings Standing Organization Committees
Involvement Fair

University Committees OSU Administrative Meetings
OSU Administration Connections

University adminisrators that Persons in this group are high
have interest in listening to or ranking administrators at the
working with the Council. University who are involved
with student government
projects in a very blue sky.

Goal Challenges
To understand the services of Having enough time to
the council and advocate down dedicate to the council and University leadership is not as transient as the graduate To that end, they should have a steadily increasing
through the ranks of thier good it’s undertakings and then student population. This group is generally at the knowledge of the benefits of the Council that is virtually
work. recommending partnerships university much longer than any student. As such they unending.
should have previous knowledge of the organization and
with the council to the rest of
it’s benefits and touchpoints.
the university.


User Scenarios University
Leadership Potential
Targeted Advertising Repeat Scholarship Applicants
Scholarship Opportunities Organization Offices
Event Co-sponsorship General Advertising
Connect Through Email Useful Resources
Regular / Annual Events Gatherings & Networking
Give-aways
Involvement Fair

OSU Administrative Meetings Standing Organization Committees Latern Articles Case Studies
OSU Administration Connections College Presentations Delegate Meetings Website
Delegate Elections Connect through Departments Officer Appearances
Welcome Week University Committees Inter-collegiate Relationships Donations

University adminisrators that Persons in this group are high
have interest in listening to or ranking administrators at the
working with the Council. University who are involved
with student government
projects in a very blue sky.

Goal Challenges
To understand the services of Having enough time to
the council and advocate down dedicate to the council and University leadership is not as transient as the graduate To that end, they should have a steadily increasing
through the ranks of thier good it’s undertakings and then student population. This group is generally at the knowledge of the benefits of the Council that is virtually
work. recommending partnerships university much longer than any student. As such they unending.
should have previous knowledge of the organization and
with the council to the rest of
it’s benefits and touchpoints.
the university.


Experience Cycle Theory
Diagrams 1. Connect &
Attract
The initial connection
with the person and used
that contact to make an
effective and affective
5. Reverberating impression
Communicating the
1. Compelling

1
benefits to others Captures the users’s
imagination

5. Advocate
The person actively
communicates their

5
satisfaction to others.

1

5 2 2. Orient
The overview of preview

2
of what’s available
or possible, allowing
exploration and supporting
the early stages of learning

4. Generative
The promise of more
4 3 2. Orienting
Helps users navigate
good things the world

4
3
4. Extend & Retain
The person comes
back for more as their
expectations are raised 3. Interact
-- at the same time
The completion of valuable
a significant level of
or valued activities while
loyalty and leverageable
relationships are achieved 3. Embedded delighting the senses, and
establishing expectations
Become part of about the overall content
users’ lives of the encounters


Experience Cycle Application
Diagrams 1. Connect &
Attract
• Make contact
• Seek interest
• Provide introduction
• Build rapport
5. Reverberating
Empower others to speak
1. Compelling

1
for the organization Be present and
informational

5. Advocate
• Document relationship
futher

5
• Mutual engagement
• Listen and assist

1

5 2 2. Orient
• Continue Contact

2
• Seek further interest
• Provide further intro
• Develop relationship

4. Generative
The continued
4 3 2. Orienting
Be a source of information
acknowledgement of merit pertinant to students

4
3
4. Extend & Retain
• Engage less
frequently
• Solicit Responses 3. Interact
• Document relationship
• Provide understanding
• Develop friendship
3. Embedded • Engage regularly

Involve in all aspects of the
organization


Primary Research
Direction

Argument
To date, service design has been Service design frameworks can This outlet is a service to Student Organizations offer outlets Students need outlets to applied
largely applied to for-profit. This is offer ways for those organizations universities and students alike for students to apply that theory the theory they learn
an opportunitie to apply it to to be more strategic with those
non-profit, student organizations services

Research Direction
Literature Review
Immersion
Present Preliminary Work
IRB Proposal
5 Qtr Review
Revise Based on Feedback
Guidelines (Prepare & Present)
Test & Verify Guidelines (Card Sorts, Surveys, Make Tools)
Write
Spring Summer Autumn Winter Spring Exam


Methodology
Literature Review Current Future
Keywords Immersion Card Sorting

• Service Design Participating in the Council of Graduate Card sorts are an opportunity to see if the
Students and regularly observing, the proposed guidelines make sense in the
interactions that the Council of Gradaute recommended heirarchy.
• Information Visualization
Students has with its audiences. This
will require a communications audit or
• Translational Research internal and external communication as Surveying
well as documentation of regular Council
• Advertising/Marketing appearances. Surveys will help determine if the proposed
guidelines are understandable by a wide
• Experience Design range of CGS audiences (graduate students,
Interviewing delegates, and university administration).
• Student Organizations
Interviewing will provide more insight to
• Student Needs
OSU’s particular needs and views of the Make Tools
Council. Interviews will need to be done both
inside and outside the organization. Make Tools are a possible testing method.
Like Card Sorts is might be a good indicator
if the proposed guidelines are sufficient and
Photographing make good sense.

Photographing the Council, its events, and
its materials will provide references for both
observation and interviews.


Test Room Setup

Graduate Students Delegates University Leadership

Work Materials
Work Materials
Work Materials

ac ks
Foo d / Sn


Sales Cycle vs.
Experience Cycle
Stage Awareness Consideration Selection

Potential Interested Actual
Pool Size
Audience Prospects Customers

Time


Sales Cycle vs.
Experience Cycle


Index of Touch Points Current Opportunities Future Opportunities

Case Studies Critique Delegate Meetings Critique

White papers that discuss CGS’s positive White papers that discuss CGS’s positive results Use the monthly Delegate meetings to leverage White papers that discuss CGS’s positive results
results the come from projects, legislation, the come from projects, legislation, and committee greater general interaction with students and the come from projects, legislation, and committee
and committee work. work. student organizations. work.

Connect through Departments

DRAFT

DRAFT
Donations
Work with CGS Delegates to enhance
Once relationships have been established
relationship with each University department White papers that discuss CGS’s positive results White papers that discuss CGS’s positive results
to a greater degree than at the present, use
by providing additional materials and the come from projects, legislation, and committee the come from projects, legislation, and committee
CGS as a means to raise money for the
creating more opportunities to work with work. work.
University and student funded projects
Graduate Coordinators

Connect Through Email
Event Co-sponsorship
Use the University e-mail system more
Showcase CGS through co-sponsoship of
effectively by taking full advantage of week White papers that discuss CGS’s positive results White papers that discuss CGS’s positive results
events. In this way, CGS would build it’s
OSU updates e-mail and the allotted annual the come from projects, legislation, and committee the come from projects, legislation, and committee
brand through logo placement and officer
gratudate student body e-maisl granted by work. work.
appearances.
the Graduate School

College Presentations Gatherings & Networking

Host regular presentation sessions of what White papers that discuss CGS’s positive results Use every social event, CGS sponsored or White papers that discuss CGS’s positive results
CGS does to each department across the the come from projects, legislation, and committee not, as an opportunity to hand out literature, the come from projects, legislation, and committee
university work. interact with constituents, and promote CGS work.

General Advertising
Delegate Elections
Regularly advertise CGS around campus,
Use the bi-annual elections to leverage White papers that discuss CGS’s positive results White papers that discuss CGS’s positive results
on CABS busses, on posters in buildings,
student participation and to showcase the come from projects, legislation, and committee the come from projects, legislation, and committee
and like spaces so that we are recognized
CGS’s work. work. work.
on and around campus.



Give-aways Organization Offices
Critique Critique
Use free give-away items as a way to Create opportunities for students at large
connect Delegates with constituents, and delegates alike to use and interface
White papers that discuss CGS’s positive results White papers that discuss CGS’s positive results
promote visibility of the CGS logo, and
the come from projects, legislation, and committee with the CGS offices. the come from projects, legislation, and committee
interact with the public. These items also
provide greater visibilty to CGS’s work. work.
overal brand.

Inter-collegiate Relationships OSU Administration

DRAFT

DRAFT
Connections
Engage other universities on collaborative
projects and regular meetings to discuss White papers that discuss CGS’s positive results Leverage CGS position within OSU to White papers that discuss CGS’s positive results
graduate needs. the come from projects, legislation, and committee showcase our efforts to the administration the come from projects, legislation, and committee
work. through regular communication and work.
reports on projects.

Involvement Fair OSU Administrative Meetings

Present in a larger booth at the annual Work to increase the number of
student organization involvement fair. White papers that discuss CGS’s positive results administrative meetings CGS attends and/ White papers that discuss CGS’s positive results
the come from projects, legislation, and committee or the number of university committess the come from projects, legislation, and committee
work. CGS appoints members too so that we work.
have a great presence.

Latern Articles Regular / Annual Events

Along with advertising, CGS should work Schedule regular events and establish
to promote it’s projects and efforts via White papers that discuss CGS’s positive results an acurate timeline to execute them White papers that discuss CGS’s positive results
articlaes in the campus newspaper. the come from projects, legislation, and committee so that they are easy to host and so the come from projects, legislation, and committee
work. that they have the maximum impact on work.
constituents.

Officer Appearances Repeat Scholarship
Applicants
Officers should work to make as many
appearances as possible at student group White papers that discuss CGS’s positive results Maintain communication with scholarship White papers that discuss CGS’s positive results
meetings, department meetings, university the come from projects, legislation, and committee award winners so that they can apply the come from projects, legislation, and committee
meetings, and the like. Each opportunity work. again or inform CGS of more recent work work.
can be a chance to discuss CGS. for us to promote.



Scholarship Opportunities Website
Critique Critique
Advertise for the several scholarship As an easy and cheap way to diseminate
opportunities and promote them through White papers that discuss CGS’s positive results information, the website should be regularly White papers that discuss CGS’s positive results
events. These are one of the greatest the come from projects, legislation, and committee enhanced, promoted, and utiliized as a the come from projects, legislation, and committee
opportunities for CGS to give and should be work. strong communication tool. This should also work.
considered high priority. be considered a high priority.

Standing Organization Welcome Week

DRAFT

DRAFT
Committees
Like the annual involvement fair, CGS
Enhance and formalize CGS committee White papers that discuss CGS’s positive results should have a large presence during White papers that discuss CGS’s positive results
efforts so that they spend more time working the come from projects, legislation, and committee Welcome Week because it is generally the the come from projects, legislation, and committee
and less time planning and thus are more work. first opportunity to introduce CGS to the work.
effective and interesting for students to graduate students.

Targeted Advertising

When concerning projects or events, target
audiences that will make each opportunity a White papers that discuss CGS’s positive results
larger success. the come from projects, legislation, and committee
work.


Work to increse the number of University-
wide committees CGS makes appointments White papers that discuss CGS’s positive results
to. In this way we will have a greater the come from projects, legislation, and committee
presence. work.

Useful Resources

CGS should be a hub for graduate students
and should be the easiest place to go for White papers that discuss CGS’s positive results
information regarding issues and concerns the come from projects, legislation, and committee
of our constituents work.


A Service Design Model for Academic Non-Profit Organizations

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