Harmonizing Impact.

Harmonizing Impact.

Service design for Rhythm Therapeutic Center

This year I helped an equine therapeutic center to enhance their service experience, they faced issues with their current facility conditions and were unable to retain customers and gain any new ones in spite of excellent therapeutic services.

This year I helped an equine therapeutic center to enhance their service experience, they faced issues with their current facility conditions and were unable to retain customers and gain any new ones in spite of excellent therapeutic services.

My Role

Service Designer

Date

7 Sept 2024

Timeline

3.5 Months for end to end planning & implementation

Project Introduction

Rhythm Therapeutic Centre is struggling to deliver an optimal customer experience due to lack of visually appealing infrastructure, limited accessibility, inefficient booking practices, and a lack of effective
reach to its target audience.

Rhythm Therapeutic Centre is struggling to deliver an optimal customer experience due to lack of visually appealing infrastructure, limited accessibility, inefficient booking practices, and a lack of effective
reach to its target audience.

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Problems

Outdated facility
Lack of activity spaces for companions
Lack of transportation services
Lack of food & catering services
Customer retention
Unusual rise in user complaints
Increase in customer dissatisfaction
Hard time finding sponsorships & donations
Lack of branding & marketing
Outdated facility
Lack of activity spaces for companions
Lack of transportation services
Lack of food & catering services

Outdated facility
Lack of activity spaces for companions
Lack of transportation services
Lack of food & catering services
Customer retention
Unusual rise in user complaints
Increase in customer dissatisfaction
Hard time finding sponsorships & donations
Lack of branding & marketing
Outdated facility
Lack of activity spaces for companions
Lack of transportation services
Lack of food & catering services

Solution

Upgrading infrastructure
Building certain spaces for user engagement & comfort
Introduce new urgent medical care
Help with sponsorships
Introduce a marketing team for the firm
Introduce tech support & customer support

Upgrading infrastructure
Building certain spaces for user engagement & comfort
Introduce new urgent medical care
Help with sponsorships
Introduce a marketing team for the firm
Introduce tech support & customer support

Introduction to RTC

Introduction to RTC

GTMetrix is a tool that analyses and a website and provides details on it’s performance

GTMetrix is a tool that analyses and a website and provides details on it’s performance

What is RTC?

Rhythm Therapeutic Center (RTC) is a 501(c)(3) non profit organization that provides therapeutic horse riding programs for healing.

How do they do it?

RTC does it by focusing on both the emotional and physical benefits of interacting with horses. This helps their customers experience significant improvements in physical health, cognitive abilities, and emotional well-being.

Geographic reach

RTC is one of the only equine therapy center's that provides therapy for mental health disorders. There are total 3 equine therapy centers in the entire region of Georgia, however RTC serves most of the population in need that stays in the south of Georgia, research shows that even people from west prefer coming to RTC because of the impact of the therapy

Program offerings & how they help

Program offerings & how they help

GTMetrix is a tool that analyses and a website and provides details on it’s performance

GTMetrix is a tool that analyses and a website and provides details on it’s performance

Corporate Leadership and Team Building Workshops

These workshops are designed for businesses, focusing on leadership, communication, and teamwork.

Equine-Assisted Learning

EAL focuses on developing important life skills like communication, teamwork, and leadership. It’s especially beneficial for children, young adults, and groups, helping them build better interpersonal relationships and personal growth.

Therapeutic Riding Programs

These workshops are designed for businesses, focusing on leadership, communication, and teamwork.

Corporate Leadership and Team Building Workshops

These workshops are designed for businesses, focusing on leadership, communication, and teamwork.

Understanding the Challenges and Current Situation at RTC

Understanding the Challenges and Current Situation at RTC

GTMetrix is a tool that analyses and a website and provides details on it’s performance

GTMetrix is a tool that analyses and a website and provides details on it’s performance

RTC’s growth peaked in 2018 but declined after, due to the COVID-19 pandemic and rising social media driven expectations.

Outdated amenities and services further led to the decline of RTC’s growth.

Story decompressed

Story decompressed

Rhythm Therapeutic Centre (RTC) was doing really well until 2018, with its equine therapy helping a lot of people they had an average customer loyalty from 2 to 6 years, especially those with Autism, PTSD, and other special needs.
But from 2018 to 2024, things changed. Growth slowed down and even dropped. The COVID-19 pandemic played a big part, but so did growing expectations fueled by social media. While the therapy itself was still loved, some people started to complain about the centre’s facilities and services.
As a result, fewer new people signed up, and it became harder to keep the ones already coming. The chart from 2006 to 2024 shows how the centre’s growth peaked before 2018, then started to decline.

Rhythm Therapeutic Centre (RTC) was doing really well until 2018, with its equine therapy helping a lot of people they had an average customer loyalty from 2 to 6 years, especially those with Autism, PTSD, and other special needs.
But from 2018 to 2024, things changed. Growth slowed down and even dropped. The COVID-19 pandemic played a big part, but so did growing expectations fueled by social media. While the therapy itself was still loved, some people started to complain about the centre’s facilities and services.
As a result, fewer new people signed up, and it became harder to keep the ones already coming. The chart from 2006 to 2024 shows how the centre’s growth peaked before 2018, then started to decline.

Understanding the Challenges and Current Situation at RTC

Understanding the Challenges and Current Situation at RTC

GTMetrix is a tool that analyses and a website and provides details on it’s performance

GTMetrix is a tool that analyses and a website and provides details on it’s performance

How do we want to contribute to RTC’s mission?

How do we want to contribute to RTC’s mission?

Our mission is to create a nurturing environment where participants can build strength, confidence, and personal growth through their connection with horses, while having an exceptional, relaxing and a smooth service experience.

Understanding the Source of the Problem

To investigate the decline in user numbers, we conducted comprehensive research on RTC’s operations and users to identify key factors hampering its growth

Stakeholder mapping helped us identifies everyone involved in a service, showing their hierarchy of roles and levels of influence.

The most inner circle represents the Primary/Core Stakeholders who are involved in the functioning of the service.
Ex. - PATH certified staff, RTC on site staff, Participants etc.

The middle circle represents the Secondary Stakeholders who are in direct contact and influence of the core stakeholders. Ex. - Sponsors, Property owners, Donors, etc

The outer circle represents the Tertiary stakeholders who influence the Secondary stakeholders.
Ex. Government, Judicial system, Health care experts etc.

It helps us understand who impacts or is impacted by a service, so we can communicate better, prioritize needs, and make informed design decisions.

Program offerings & how they help

Program offerings & how they help

GTMetrix is a tool that analyses and a website and provides details on it’s performance

GTMetrix is a tool that analyses and a website and provides details on it’s performance

Background

Laura is a single mother of three kids, Jamie, Oliver & Lucas. Jamie, who is 8 years old, has been diagnosed with Autism and along with other treatments Laura has been advised to try Equine therapy for him. She works three jobs and gets one day off when she can take Jamie for Equine therapy but cannot afford a nanny to look after the other two kids so has to take them with her.

Goals and Ambitions

Find an Equine therapy centre that can cater to her son’s needs

Improvement in Jamie’s health

Fun day out with Oliver & Lucas

A get away for her and an opportunity to have some family time

Frustrations

Find an Equine therapy centre that can cater to her son’s needs

Improvement in Jamie’s health

Fun day out with Oliver & Lucas

A get away for her and an opportunity to have some family time

Motivation

Find an Equine therapy centre that can cater to her son’s needs

Improvement in Jamie’s health

Fun day out with Oliver & Lucas

A get away for her and an opportunity to have some family time

Expectations

Find an Equine therapy centre that can cater to her son’s needs

Improvement in Jamie’s health

Fun day out with Oliver & Lucas

A get away for her and an opportunity to have some family time

Stepping into Laura’s shoes

Stepping into Laura’s shoes

Before we stepped into the RTC’s solutions, this is how the customer journey looked like

Laura’s Pain Points

Laura’s Pain Points

Here are a few major painpoints of Laura from the storyboard

Lack Of Engagement

Non-participants have nothing to do while waiting.

weak online presence

RTC's digital outreach is limited, reducing
client engagement.

Booking hassles

The enquiry and booking process is time consuming and inconvenient.

outdated infrastructure

The interior and facilities are old and unwelcoming

accessibility issues

Some areas are not accessible to specially
abled individuals.

Cocreation workshop

Cocreation workshop

We collaborated with the stakeholders and did a cocreation workshop to understand the problems and come up with solutions taking the limitations into considerations

Why host cocreation workshop?

The purpose behind cocreation workshop conduction was for the stakeholders to collaborate, have a better understanding of each others roles and responsibilities and decision making.

This cocreation workshop was necessary for RTC and their sponsors to understand the problems faced by customers first hand and root cause behind user growth hindrance

What happened at the cocreation workshop?

What happened at the cocreation workshop?

The RTC staff, sponsors and customers were a part of the cocreation workshop along with the service design team. RTC staff on discussing and understanding problems from customers had an interaction with the sponsors demanding in kind and monetary sponsorship for the solutions of the problems found with the help of service design team.

problem statement

problem statement

problem statement

Rhythm Therapeutic Center (RTC) faces challenges in user growth and retention due to lack of transportation, food services, and need for more engaging and relaxing spaces, especially as expectations rise post COVID and through social media.

Rhythm Therapeutic Center (RTC) faces challenges in user growth and retention due to lack of transportation, food services, and need for more engaging and relaxing spaces, especially as expectations rise post COVID and through social media.

our approach to find the Solution

our approach to find the Solution

our approach to find the Solution

To identify the opportunities and understanding the ideal experience through ecosystem map, storyboard and service blueprint of the organization

To identify the opportunities and understanding the ideal experience through ecosystem map, storyboard and service blueprint of the organization

Ecosystem Map (Opportunity oriented)

Ecosystem Map (Opportunity oriented)

We created an ecosystem map that has the missing links and the solutions with positive effects

Opportunities identified through the Ecosystem Map

Opportunities identified through the Ecosystem Map

After identifying service gaps through ecosystem mapping, we began brainstorming interventions to address these gaps and developed four broad solutions.

After identifying service gaps through ecosystem mapping, we began brainstorming interventions to address these gaps and developed four broad solutions.

Infrastructure development

  • Engagement area for non-participants

  • Accessibility to all buildings for specially-abled.

  • Interiors Update

  • Refreshment/Food

  • Urgent Medical Care

technological enhancements

  • Website Update

  • Integrating calendar and transportation booking system in the website

  • Feedback system

marketing for target audience

  • Update/build marketing team

  • Create strong social media Presence

Transportation facilitation

  • Partnership with Cab services

Stepping into Laura’s shoes (post opportunities implementation)

Stepping into Laura’s shoes (post opportunities implementation)

This shows how the ideal scenario would look like after implementing all the solutions we came up with

Service Blueprint

Service Blueprint

The service blueprint is a crucial map that helps us identify the gaps in the system and introduce new ones, it helps identify the cross connections between front stage actions, the back stage actions and support processes required for a smooth user journey

Service blueprint takeaways in simple words

Service blueprint takeaways in simple words

Here are a few important things from the service blueprint

Here are a few important things from the service blueprint

The service blueprint provides a cohesive framework for enhancing user experiences at RTC, focusing on five key areas

The service blueprint provides a cohesive framework for enhancing user experiences at RTC, focusing on five key areas

  1. Simplifying booking & payment process

  2. Ensuring smooth transportation for users

  3. Delivering timely and reliable care

  4. Fostering engagement through supportive spaces

  5. Providing refreshing post-session experiences

This holistic approach ensures that users are supported, engaged, and cared for at every touchpoint, aligning with RTC’s mission to deliver impactful and memorable services.

On implementation of the service blueprint opportunities, we aim to see a significant increase in user satisfaction and customer growth.

This holistic approach ensures that users are supported, engaged, and cared for at every touchpoint, aligning with RTC’s mission to deliver impactful and memorable services.

On implementation of the service blueprint opportunities, we aim to see a significant increase in user satisfaction and customer growth.

Proposed Solutions

Proposed Solutions

Here are the solutions we proposed to enhance the experience at RTC

Here are the solutions we proposed to enhance the experience at RTC

ON IMPLEMENTATION OF THE PREDICTED SOLUTION WE BELIEVE THE ORGANISATION’S BUSINESS CAN SEE A GROWTH BY 300% AND CAN EXPECT AN ROI OF 180% IN 2 YEARS POST IMPLEMENTATION

ON IMPLEMENTATION OF THE PREDICTED SOLUTION WE BELIEVE THE ORGANISATION’S BUSINESS CAN SEE A GROWTH BY 300% AND CAN EXPECT AN ROI OF 180% IN 2 YEARS POST IMPLEMENTATION

The figure below shows predicted user satisfaction rate post solution implementation for each phase in comparison with the time required for implementation in months.

It starts with 3 months on the left and ends with 36 Months on the right.

Conclusion

Conclusion

Conclusion

In conclusion, as service designers at Rhythm Therapeutic Centre (RTC), we believe the enhancements outlined in this whitepaper will make a real difference in the lives of our clients. By focusing on transportation, food services, digital tools, client satisfaction, and infrastructure, we're creating a more welcoming and accessible space that fosters healing and growth. These improvements are designed not only to meet the immediate needs of our community but also to set a strong foundation for the future. With continuous feedback and careful evaluation, we are committed to ensuring that every step we take leads to a positive and lasting impact.

In conclusion, as service designers at Rhythm Therapeutic Centre (RTC), we believe the enhancements outlined in this whitepaper will make a real difference in the lives of our clients. By focusing on transportation, food services, digital tools, client satisfaction, and infrastructure, we're creating a more welcoming and accessible space that fosters healing and growth. These improvements are designed not only to meet the immediate needs of our community but also to set a strong foundation for the future. With continuous feedback and careful evaluation, we are committed to ensuring that every step we take leads to a positive and lasting impact.