BIKIT : service design for cycling assistance. How product service design helps backstage company transfer towards fronstage

KMC is a roller chain manufacturer which is a typical to-business company rely on local dealers to sell products to end-customers. For the business model of KMC firm, it is the dealers that control all the selling process. The company has little direct knowledge of specific customers, so that dealers provide sales and after-sales service to customers. However, with the coming ‘Age of the Customer', the so-called ‘back-stage' traditional business model no longer works as good as before. Most end-customers only care about product itself without any concern on KMC brand. Meanwhile, because of the existing selling system, KMC have few understanding on end-customers, which brings negative effects on the product marketing or brand strategy formulation in the future. Under this situation, KMC company has made a decision to transfer its business model, seeking for the transformation from a back-stage OEM brand into front-stage key brand, shifting from a B2B to a “B2B2C”Business Model, aiming at developing a more direct relationship with the end-customer without disrupting the relationship dealers have with their customers. But the effort company made proved to be ineffectual. When mentioned to bicycle, most of consumers would think of companies produce whole bicycles such as Shimano, Giant and so on. Riding enthusiasts care more about derailleur or tyre. Although KMC is a monopolistic and professional company for bicycle chains, it still remains unknown for normal consumers in the market. And the bicycle chain is an un- obvious fittings for bicycle. According to the needs and existed problems for KMC company, this thesis is the result to help enterprise build up a direct bridge with end-customer through design a new service system for them. The focus during the project is to design a service that both offers target audience the physical and digital assistance in cycling period, and deliver brand image, educated knowledge and humanistic concern.As a guidance for the project PSSD design thinking methodology and series of design tools were used. This resulted in a methodology to improve the cycling experience of target audience through KMC cycling assistance service. As service beneficiaries, cyclists will gain convenience while cycling; on the other hand, KMC who acts as service provider can deliver its brand concept and humanistic concern towards end-customers, showing that they are not only professional in bicycle chain but also taking care of customer’s cycling life. In this way, the enterprise becomes synonymous of bike experience. The thesis describes the whole design process of this project from problem statement till final concept ideation. The final design output is: model of interaction and service systems as well as significant touchpoint design.