Through the Eyes of Service Design

JAMESON CAMP

Through the Eyes of Service Design was a collaboration of two Herron School of Art and Design Visual Communication students and Jameson Camp. The project was a study of the service and experiences Jameson Camp has to offer to its various users and audience members.

Throughout the semester, we studied and analyzed Jameson Camp and its audience members. We were able to gather and analyze the experiences Jameson Camp offers through utilizing the design process and creative thinking, and mapping tools that engaged real people.

This digital book will take you through our research and give you a first hand glimpse of Jameson Camp through the eyes and experiences within service design.

Table of Contents

INTRODUCTION

AUDIENCE

FACTS

ANALYSIS

CONCLUSION

It is defined as “design for experiences that reach people through many different touch-points, and that happen over time.”

INTRODUCTION: WHAT IS SERVICE DESIGN?

Service design can engage an in-depth study of your organization to determine the level of effectiveness in relation to its goals. Audiences, messages, staff, and methods of communication are understood through conducting people-centered research with the actual people who have perspectives and experiences to share. This new perspective can help you shed light on problems and opportunities within your service. It can also suggest ways to improve and strengthen your desired direction.

How Can It Help?

Jameson Camp appears as an environmentally and emotionally rich experience that has much to offer to its campers, as well as the community. It serves any child who might benefit from a camping program which values diversity. This is achieved by creating a rich environment of endless opportunities for campers’ growth and personal development. Also, the camp is especially equipped to serve children with minor social and/or emotional challenges and children with limited financial resources.

Who is Jameson Camp?ADDITIONAL JAMESON CAMP SERVICES:

WELLNESS PROGRAM: meant to teach campers and provide campers with and environment that fosters health and wellness. TATAYA MATO: the only camp in Indiana that provides a special camp session for children and youth impacted by HIV/AIDS.YOUTH LEADERSHIP PROGRAMS: focus on helping teens discover what it means to be a leader, appreciate the importance of serving others, and developing interpersonal skills through experiential and service learning.CHALLENGE PROGRAM: enables all participants to discover new skills, test their limits, and develop confidence and self-esteem, while also learning leadership skills, and the importance of teamwork and respect for other persons. OUTDOOR EDUCATION: a program meant to engage children, youth and adults in the wonders of our natural surroundingsFACILITY RENTAL: weddings, businesses, schools, and other organizations, all are more than welcome to rent the camp’s facilities for recreational use.

Communication Is Key

Effective communication is essential to the success of an organization or company. There are several different ways in which one can communicate. These may fall under visual, verbal, or tactile messages and can provide a relative quality to the receiver. The important thing to remember about communication is to focus on the importance of your message and the channel that it is delivered through. This is relative to Jameson Camp in that one can look at who their audience is, how they found out about it, and how their experience has been impacted.

Through our research, we found that Jameson Camp uses basic modes of communication that are considered staples for businesses and organizations today. Using both digital and print, the primary channels the camp uses are brochures, flyers, and web media. We belive there is plenty of room for development in approaching specific audiences/receivers. Further suggestions can be found in the Communication Analysis section of this book.

Websitesreadily available to all users. They provide an understanding of the camp, as well as its services, and opportunities arising in the organization. Also, social networking allows all members of the community to contact or communicae with one another.

Brochures

Flyers

distributed at the campsite and at calendar events

usually handed out at special events to specific audience members

sent out to donors, family members, and volunteers to keep them up-to-date on Jameson events

Newsletters

Current Modes

KNOWING THEAUDIENCES

After researching the experience of Jameson Camp, we then looked into studying its audiences. We found a variety of audience members which include renters, parents, counselors, donors, and campers. It is important to consider and engage these groups in order to increase the awareness of the camp.

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Understanding the various audiences of the camp helps portray the best avenues to pursue when publicizing Jameson Camp. After the audience members of the camp were observed, and in some instances interacted with in specific activities, we found possibilities to adapt and reach out to them more effectively in the future.

YOUTH LEADERS

Knowing the place of residence and ethnic background of the campers is beneficial in directing Jameson Camp to the individuals/groups to contact and share information with. For example, one may send information to churches, schools, or related kid’s organizations in the neighborhoods of the campers.

RENTERSMen and women who need a facility for retreats, weddings, receptions, family gatherings, and philanthropic projects.

DONORSThe individuals or organizations who contribute financially to the camp. They may sponsor a child or give contributions to help with expenses of the camp.

CAMPERMostly inner-city and special needs children. Siblings typically follow their older brothers and sisters attendance to the camp.

PARENTSThe adults, many times financially and emotionally stressed, who are searching for an economically feasible experience to aid in their children’s growth.

YOUTH LEADERCamp counselors who plan and execute camp activities for campers. They serve as role models.

TEACHERS/COUNSELORSThe adults responsible for the education and direction of students in the schools. They are able to suggest or recommend the children to send to the camp.

Who Needs to be Reached?

The findings from our research point to opportunities we would like to suggest which strengthen the camp’s communication, both in direction and its recipients. It is important to reach all of the camp’s audiences in channels that are best suited for them. Therefore, Jameson Camp might consider strengthening their bonds with renters and teachers/counselors. We have expanded and researched these two audiences groups a little more in-depth for Jameson Camp’s use.

RENTERS & TEACHER/COUNSELORS

POTENTIAL RENTERS:Looking into the life of renters may help display opportunities that may not be in current use. It is a benefit to observe their common settings and see trends. This can also include places in which Jameson Camp may send their message.

The specific interviewees we studied were a middle class, about 30-year-old couple. They had a lot of modern home decor and lived in relative distance to the city. Even though this couple was married and would not need a venue for a wedding, they expressed that they would have definitely been interested in the services Jameson Camp had to offer. This particular couple has one child and another on the way. Neither individual had heard of Jameson Camp before this interview, but were still interested in hearing about all they provide. Some of their questions included: “Can anybody register? How does the funding work? Where are they located? Can anybody visit at anytime? And are all activity centers open to the people who rent?”

Knowing the style in which the renter’s prefer can aid in speaking/sending the camp’s message to them. This does not mean the camp needs to change its appearance or design style. It simply means it is important to determine the interests of potential renters, and adapt the services to meet their needs. It might help to consider avenues to reach this audience.

Emily & E.J. Fisher: Indianapolis, IN 46202

TEACHERS/COUNSELORS:Schools provide a great avenue to distribute printed materials, but also a valuable source of people to inform about Jameson Camp. Faculty meetings with teachers and principles present something to think about. Parent-Teacher (PTO) events or officer meetings could provide another opportunity as well. Also, invitations to the staff for a visit or possible field trips might be considered. After a short interview with two receptionists from McClelland Elementary, we were able to conclude much useful information regarding Jameson. Both receptionists are from neighborhoods surrounding the camp. Each had heard of the camp, but did not know specifics of the camp or its rental opportunities. They displayed interest in a staff retreat. Since these ladies work there, they interact with parents on a daily basis. The receptionists’ children attended Jameson Camp’s outdoor education program as 6th graders. Both scenarios demonstrated the possible promotion of Jameson Camp. The front office is an ideal place to locate flyers for summer camp, as well as renting out the camp. A lot of parental traffic occurs daily in the front office. Unfortunately, this school no longer has a home counselor for the attending students. We would suggest that Jameson Camp find a means to communicate with the faculty directly for recommendations and suggestions of children to attend the camp.

Another possible source to maximize contact with multiple staffs and parents could include working with the education center for Wayne Township. Other school systems in the Marion County area could be approached as well.

McClelland Elementary: 6740 W. Morris St. Indianapolis, IN 46241 (317) 241-2569

MSD of Wayne Township Education Center: 1220 South High School Road Indianapolis, Indiana 46241 (317) 243-8251

GATHERING

THE

FACTS

Once we defined the most relative audiences of Jameson Camp, we designed several tools to collect information from these groups. These instruments included written letters, interviews, interactive activities, and generative tools. This provided us with useful information to analyze.

WRITTEN LETTERS, INTERVIEWS, & SURVEYS

Online surveys were used to reach out to physically inaccessible audience members, such as counselors, past renters, and donors. Unfortunately, we did not receive much feedback from this particular tool, therefore not much information was gathered on these three audience groups.

Although this information was given to us, it was very helpful in understanding the campers more personally. Each camper had their own experience at camp and these documents allowed us to better understand how the experiences differ from child to child.

This particular activity took place at Jameson Camp’s “Haunted Happening” in October 2010. It provided a chance to speak and work with some of the campers face to face. They placed a sticker on their favorite and least favorite activities. This allowed us to see specific points of interest and lesser points of interest specific to the campers.

INTERACTIVE ACTIVITIES

GENERATIVE TOOLS

These generative tools were administered in person at a leadership follow-up and also at the annual “Haunted Happening.” Talking personally and allowing the children and parents to express themselves through our surveys really allowed us to connect on a different level. We were able to design the surveys to fit the personalities of each group making them easier to relate with.

ANALYSIS OF THE FINDINGS

What is analysis? It is the convergent step of all of our research and findings. In reviewing this information, we were able to discover opportunities for Jameson Camp, as well as things to take into consideration.

COMMUNICATION ANALYSIS

During the analysis process, we looked into the communication methods of Jameson Camp. In doing so, we noticed a few misdirected channels, as well as a lack of specific receivers. Also, there didn’t seem to be too much communication of the camp outside of specific events on the calendar.

One great way to look at communication tactics can be seen in common media trends. These trends can be viewed by looking at competitors, partners, other businesses, or even online. Online sources, such as the Jameson Camp website and Facebook, are good places to learn about opportunities the camp provides. However, in order for the message to be heard, it must transmit to a receiver.

Let’s take a look at a possible scenario. [A 35-year-old mother, Betty, has an 8-year-old daughter who is attending a public school downtown. She has consistently been experiencing behavior problems in school. Her mother was called into the school counselor’s office for a meeting. Upon the mother’s arrival, she walks up to the receptionist’s desk and sees a Jameson Camp pamphlet. She takes a mental note of it while signing in. She is then called in for the meeting and speaks with the counselor. Her counselor may recommend the camp and trigger the sight of the pamphlet earlier. She may tell her to go to the website/Facebook group to learn about more, and also write for immediate contact or feedback.]

This example demonstrates a possible way to utilize the Jameson Camp printed media and/or websites in the schools. It might be advantageous for the camp representatives to meet with school staff members in the area to promote the camp’s services.

This is a brief, simple map to track Jameson Camp’s communication tactics. It can help in visualizing the interaction between the source (Jameson Camp) and the receiver (desired audience).

The points of interest map allowed us to correlate the major points of camp activity with the different participants. These members consist of the campers, renters, and voulnteers. Pairing this information with more research, such as the “Points of Significance” map on the following page, can help Jameson Camp promote its high interest areas.

This map can be used to find favorite areas of the camp, as well as a communication tool to speak about it to others. Campers can have life-changing experiences at Jameson Camp. A collection of responses from interviews and surveys were compiled and mapped out. You can identify the areas of high interest, as well as significance and enjoyment by the number of dots found at the various locations of the camp.

This maps begins to visualize the different audience members and their shared experiences, values and goals. Identifying these common aspects may start to show relationships between the audience members, and point to intersecting areas of interest and channels for communication.

The S.W.O.T. Analysis helps to thoroughly analyze the camp, while providing information to point to areas of opportunity and improvement. For example, the camp could focus on its “lack of media in community” in order to strengthen its community bonds with schools. This, in turn, will increase the awareness of Jameson Camp.

This diagram illustrates how important Jameson Camp really is to campers through their own words, which were derived from various attitudes. This information was collected from our surveys. Jameson Camp is more than just a camp or experience to these children. It becomes a way of life and a significant life changing experience. This is a strong area for the camp. How might Jameson Camp utilize and leverage this in other areas with other audience members? Perhaps these findings could be shared in printed materials and presentations for school staff and other community organizations.

CONCLUSION

FROM

RESULTS

To summarize our results, we found that there are a variety of favorite activities at the camp and some would gain more popularity if publicized. Contact with the public through a variety of media could be increased. We have a few recommendations to help Jameson Camp get its word out.

IDENTIFYING SPECIFIC AREAS FOR GROWTH

RECOMMENDATIONExpanding communication with businesses, organizations, and schools within a relative proximity of Jameson Camp could be benificial. It is always advantageous to seek collaborative opportunities, so it would be optimal to have some kind of contact with philanthropic organizations. These efforts to share the benefits and facility potential with them could lead to more renters, donors, volunteers, and campers.

Expanding web communication could result in unlimited awareness of Jameson Camp. One valuable online source to consider, in addition to Facebook, is Linked-In. It could attract the business sector, which may be seeking a location for events or retreats. They may also be interested in sponsoring children or use the camp for more personal use, such as weddings.

Educating school personnel, parents, church youth leaders, and indiviuals associated with children’s non-profit organizations could greatly enhance the recognition of Jameson Camp. We envision signage at the entrance of the camp that peaks curiosity and is informative at the same time.

HIGH PRIORITY

SUMMARY

Jameson Camp has a rich history of serving the special needs and inner city school children for 82 years. Generations of families have passed through Jameson Camp, and have benefited from its services. There is nothing we want or could change about the Jameson Camp experience.

Through the years, the camp has offered numerous growth opportunities and life-changing experiences for children. It has also given adult groups an opportunity to celebrate and enjoy its facility as a retreat.

After we collected information from interviews, surveys, various interactions and participatory visual tools, we found several opportunities from which Jameson Camp could benefit in the future.

We see great opportunity for Jameson Camp to continue to explore and utilize new methods of communication, so that they may continue to serve the needs of children and communities alike.

It has been a pleasure working with your organizations, and we hope this research may be beneficial to the growth of Jameson Camp and its service offerings.

SOURCES:PhotographyGetty Images pgs. 4, 11-13, cover www.gettyimages.com

InformationService Design Definition pg. 3 www.servicedesign.orgJameson Camp Facebook & Website pg. 7 www.facebook.com www.jamesoncamp.orgPamphlets, Flyers, and Interviews pg. 7 Jameson Camp staff, campers, and participantsS.W.O.T. pgs. 25 www.mindtool.com

Special ThanksJameson CampKatherine SimonsTim NowakCampersParticipantsPamela Napier