Need Identification
A little birdie told us that you have been waiting since long for some freshness in your lives. Perhaps nobody has asked your so far but we do now...
Philosophy
As the bees collect honey from fruits and flowers, so Ojas is collected in the body by actions, qualities, habits and diet of human being.
Life is lived fully when the doshas are in balance as per their Prakriti. Because, then the body is healthy and according to Ayurveda produces Ojas, the finest end product of digestion. Ojas has an exceedingly fine structure such that it is still material and yet also consciousness.
Ojas is the totality of all the three doshas. Its characteristics are described in detail in the classical texts of Ayurveda: Ojas brings strength and vitality, good health, maintains digestion and metabolism, and youthfulness, makes us think positively and gives us a proportionally balanced view of problems.
A person with a lot of Ojas feels perfectly blissful and radiates happiness. Externally, for example, Ojas is seen as healthy, shiny skin and bright eyes.
Initial Concept 1
Knock knock!
Door to door delivery model
We promised happy mornings with fresh fruit salads and smoothie bowls at your door step.
Each bowl was to be packed with delicious nutrition as per the requirements of every person and his lifestyle determined by a certified nutritionist.
What stopped us?
Unavailability of robust packaging material.
Logistics - Restrictive mode of transport (involving third parties for delivery like swiggy and zomato did not materialise as we wanted to ensure the freshness of our product and see the smile on your face).
Finances - procuring robust packaging and involving other parties comes at a cost.
Hence poverty struck Good morning sunshine! (now Ojas) was unable to bring smiles to your hearts :(
Initial Concept 2
What's that?
A Sherry Berry dish!
Based on a B2B model;
Determined to bring that smile back; this time we tried to spread our freshness by tying up with other food businesses (who aligned to our vision of course).
Using our secret sauce (dressings) and fruits they would prepare fruit salads and smoothie bowls for you, in front of you.
This would have given you the choice of getting a juicy bite as and when you craved, without any wait.
But why did Sherry Berry die?
Frankly our secret sauces were not really secret and any seasoned cook could replicate them (psst we believe in transparency you see).
There was nothing else we were bringing onboard.
And that is not what we do.
Also none of the other food business aligned to our vision, a sad thing it was.
Hence the demise of Sherry Berry led to the birth of your very own OJAS!
Back with the same vigor, freshness and something more.
Here to delight you and change the way you ever knew yourselves. Perhaps to make you fall in love all over again .
USER JOURNEY MAP
As a traveller sets on a journey in uncharted waters, prepared to face the winds, waters and tribes in a foreign land having nothing but a map to guide him. We set on this journey determined to serve our people with the help of a guiding map entailing the details of our dreams and expectations (Expected Journey Map EJM) to be turned into lifelong experiences (Experienced Journey Map EJM)
Prakriti literally means constitution or nature, and consists of the three doshas (vata, pitta, prakriti). What are the three doshas? - The five elements condense to 3 doshas: Vata, Pitta and Kapha. Vata, Pitta and Kapha refer to the coexistence between Air & Space, Fire & Water, Water & Earth respectively.
Generally there is a natural predominance of one or more doshas in an individual. In human body, Vata is the principle of kinetic energy which is mainly concerned with the nervous system, and controls all body functions like cell division, movement, and excretion of wastes; Kapha, the principle of potential energy, controls body anabolism, lubrication, growth, maintenance of structure, storage, and stability, the tissues and wastes which Vata moves around, are Kapha’s province; and Pitta is primarily responsible for metabolism, thermoregulation, enzymatic and endocrine systems and homeostasis as it controls the body’s balance of kinetic and potential energies.
Prakriti Tests
Hiccups
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Customer target grp selection
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General menu was redundant as it moved the focus from Prakriti analysis to Fruit salads (Means became the core)
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Systemic organisation of process
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More collaboration required to reduce time investment in frequent procurement of resources
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Effective branding was a missed chance due to overlapping period of college elections, thereby affecting the communication of core
Lessons Learnt
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Middle aged and Older people coming to parks seems to be an ideal customer target than NID milleniels considering their spending capacity and belief systems.
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The dire need for fruits overshadowed the health focused Ayurvedic concept of understanding and caring for oneself which is also not on the priority list of NID milleniels
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The Provider's sequence of working could have been detailed
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Collaboration with fruit vendors and similar concept shops outside NID
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Communication of thought with subliminal marketing over a period of time could have garnered more audience for the core OJAS services
Vrushank Timbadia
It is a series of planned actions and events aimed to make the consumers forget their struggles temporarily and/or to empower them.
This is ensured by previsualizing the need, understanding the wants, going out of the way (keeping the core) and delivering customized and crafted responses thereby leaving a mark.
Sharmishtha Tembhurnikar
Ability to give is anything but man's true yet dormant nature and an opportunity to serve demands gracious action upon that innate quality. Hence, service design is mere orchestration of such actions and must be intended for people to live better lives rather evolve. Just as seva bhav comes out of fullness one must serve others with an attitude of giving than one of getting returns.
Shekhar Gupta
A Service is a genuine, indiscriminate and spontaneous offering which creates an ‘always welcoming’ and worry free atmosphere for the user. With Care at its core it should promise a long term commitment and should always be willing to take that extra step forward to provide care. The means of interaction for a service should be such that the user does not even feel that the service actually exists.
Existing Service Analysis
YAHOOOO! Bowling Alley
An analysis of a gaming and entertainment service provider in a Shopping Mall in Gandhinagar. This activity is to identify discrepancies if any in a service and tallying with the theories learnt in the module.