Thanks or No Thanks

Due: 10 September 2014, 12:00pm
Turn it in
HER V421/R411 | Fall 2014
Youngbok Hong and Aaron Ganci


In this assignment, you will observe and map a service experience. Before you can map the experience, you need to observe that experience. The experience needs to be transactional (e.g. shopping experience, library experience, etc). When you are making your observations, use the elements below as a lens. You will make these observations as a group.

Once you have collected your raw data about the experience, synthesize that information into a visual map which describes the experience. Use the elements below in your map.


Elements to observe

Pay attention to these categories of observable elements. You should observe one of these at a time. Ideally, one person in the group will be responsible for one element. See more details about each of these in the reading (page 20).

  • Appearance
    Clothing, age, gender, physical appearance
  • Verbal behavior and interactions
    Who speaks to whom and for how long; who initiates interaction; languages or dialects spoken; tone of voice
  • Physical behavior and gestures
    What people do, who does what, who interacts with whom, who is not interacting
  • Personal space
    How close people stand to one another
  • Human traffic
    People who enter, leave, and spend time at the observation site
  • People who stand out
    Identification of people who receive a lot of attention from others

  • Additional elements (not in the reading)

  • Physical space
    Size of the room, appearance of the room, sensorial information about the space (smell, sound, etc)
  • Objects in the space
    What objects are people interacting with, what objects are they not, are there any objects that are critical to interactions or behavior

Learning Objectives

At the end of this project, you will be able to:

  • Conduct observational research
  • Document an intangible idea (a service experience) into a tangible, visual map
  • Synthesize data into meaningful insights
  • Work collaboratively as a research team


Week Class Topic
1 25 Aug Course Introduction; syllabus overview; "Thanks or No Thanks" Project overview
27 Aug AIGA Herron activity (class will be held); Instructors at NordDesign 2014
2 1 Sep No Class: Labor day
3 Sep Discuss "Thanks or No Thanks" fieldwork; Critique experience maps
Due Experience Map [first draft]
3 8 Sep Discuss connection of Experience/Interaction/Interface continuum to Service Design + Interaction Design professions.
10 Sep Critique of Experience Maps; Discuss SX/IX Sections
Due Turn it in "Thanks or No Thanks" Experience Map [final]


Your grade will be broken down into the categories below*. Participation includes: being present and on time, asking and answering questions, helping to improve understanding of course content for others. Your full attention is expected during class time.

Category % of total
"Thanks or No Thanks" Experience map 10%
Interaction Design Projects 40%
Service Design Projects 40%
General Course Participation 10%

*Categories and percentage breakdown subject to change.

Late work

Every assignment in this course will be due at the beginning of the class of its defined due date. Work that is not handed in via the method requested by the instructor (OnCourse, email, etc) by the predetermined time will be considered late. The consequences of late submission fall on sliding scale, increasing in severity over time. If late work is handed in within the following parameters, the grade will be reduced in the following ways:

Due date/time – same day, end of class -10%
Same day, end of class – same day, end of day (11:59pm) -15%
Next day (midnight – 11:59pm) -20%
Any subsequent day -50%
Grading scale
A+ 100-98
A 97-93
A- 92-90
B+ 89-87
B 86-83
B- 82-80
C+ 79-77
C 76-73
C- 72-70
D+ 69-67
D 66-63
D- 62-60
F 59-0