Service Envy

Service envy means the way that people feel engage with the service and feel appreciate when using it enough to share/express their passion about it to the others. Since the service is intangible thing, alike some other products that the user can be satisfied with the ownership, the service should have some kind of value that make the users feel proud of using the service. The users believe that using the service identify something.

For creating the service envy for AT&T website, developer.att.com (DevCentral), we should investigate information in three aspects. First, how to add value into the website. Second, What are the target audiences, the mobile application developers, want. And, third, what should be use to create the service envy.

First, according to the article “10 Ways To Add Value To Your Service And Build Customer Loyalty”(2009), the author lists 10 ways for creating the service value, which will contribute the service envy. The lists are addressed below

• Be Unique
• Offer free trials plus long guarantees
• Bundle in services that relate to the service
• Offer free outstanding support
• Evaluations, Feedback and Testimonials
• Add video
• Tutorials case studies
• Loyalty bonuses
• Build partnerships with big clients
• Categorize the market

Second, the presentation showed that developers are facing the challenges follow below.

· Fragmentation

· Merchandizing

· Differentiation

· Bureaucracy

Third, the presentation also showed the company’s point in some attributes (outreach, portal, tools, support, on-boarding, storefront, and feedback). Verizon ranges at the top with the total score 19, while AT&T is at the forth with score 11. However, AT&T still has chance to reserve the top area in some attributes such as portal, support, storefront, and feedback, if consider at each attribute. Therefore, in order to re-design the AT&T website, we should consider these attributes in priorities.

Therefore, considers from three aspects; value adding, user wanted, and website challenge, AT&T should re-design the developer.att.com (DevCentral) as the following.

1. Group the data

AT&T website has many vital data for the developer, however it seem overwhelming for the developer to find the right information. Thus, the designer should organize the information in to group of three, according to production process, pre-production, production, and post-production. The developer will feel easy to use the website and spend less time to find some information on the site.

2. Add Value : AT&T website should add Feedback section into the website. As the survey, the developer values the feedback section.

_{“I want to receive feedback on my application from AT&T customers"}

Moreover, since the developer also needs some advice from the expert.

"_{I want company experts to add to forum conversations and blog posts”}

Thus, the feedback section should include the feedback from both expert and customer (test group) perspective.

3. Special Attribute : Since, the technology has changed rapidly as well as the market, providing the personal supporter for each potential developer would help the developer implements the application quickly and properly. The developer who has started implement and get good feedback from both customer (test group) and expert can require the personal supporter to help in all process. The developer could reach the supporter in many way, website, e-mail, call, or even meet in person.

All above all, if the AT&T website could implement these two attributes; feedback section and personal supporter, and reach the developer satisfaction till address 3 point in these attributes, the AT&T website will be the leader in these two attributes. Also, AT&T website will be ranged in the second position (above Sprint and T-Mobile) with total score 13. In term of service envy, the developer will receive the sense of important partner from personal supporter section because the developer will work closely with AT&T team rather than work alone.

Task-Flow Diagrams and Use Case

Task-Flow Diagrams

The diagram below shows how to write the blogs on the Media Space website.

To complete the tasks, the user needs to go to the blogs page, write a first blog, click publish, then the user can start writing new blog.

The diagram below is the improve version. To compete the tasks, the user start writing the first blog, click publish and start writing the second blog, or click save draft and start writing the second blog before publish the first blog.

Use Case

Write the blogs

Step 1: User clicks write a blog text link, and the writing page is appeared.

Step 2: User writes the blog.

Step 3: User clicks save the blog as a draft, the new page appear showing the list of the blogs, which are saved as drafts.

Step 4: User clicks publish the blog.

Exception

Step 3a: User decides to keep the blog as the draft and start writing one more blog. User clicks save the blog as a draft. Then, user simply click write a blog button in order to start writing new blog. The system will keep the first blog as a draft, which allow user to come back to edit/publish it later.

Term Project Proposal

Term Project - Proposal

The Idea

Create an online resource for providing some necessary information and contribute an online community for Thai people who are coming or planning to come to Seattle in order to help them settle down smoothly and enjoy living here.

The Reason

Seattle is one of the top cities that the Thai people choose to come in several purposes such as studying, working, visiting or even living. And, when the people are going to settle down in the new city, they may have a lot of questions in their mind. Although they could find the answers by searching the Internet, the information usually spared to many websites and provided in English. Therefore, it cost the Thai people a lot of time to figure out the exact information that they need to know. Also, most of the websites are created for the American, who has different interesting from the Thai. Thus, the website will be created for the Thai people in particular in order to be the primary online resource for the Thai to search the necessary information.

The Target

The Thai people who are looking for some necessary information about Seattle in order to help them settle down. They may look for some basic information such as the transportation, accommodation, and travel information. They may or may not be expert in using the Internet. Therefore, the website will be created as simple as possible in order to allow the user to simply using the website.

The Process

Do the research to find out what the target group are looking for from the website

Do the secondary research with the success website and failure website

Create the wireframe

Test with the target group to improve the website

Implement the real website

Test with the target group to measure the website

The Website Element

Blog: Providing the necessary information in order to use as the online resource.

Web board: Use as the discussion place for the user to share/exchange some fact of the information. Also, being the place to asking some particular question.

Other features (personal blog, Live chat): allow the user to fully participate with the website.