Video 4-1 (1:35): Module 4 Overview - https://player.vimeo.

com/video/169047646

Video 4-2 (2:16): Service Development Process

- https://player.vimeo.com/video/169047651

Video 4-3 (5:02): Bank of America Services Innovation

-https://player.vimeo.com/video/169047653

Video 4-4 (3:43): Service Experience Cycle: Movie Theater -

https://player.vimeo.com/video/211858355

Video 4-5 (0:50): Assignment 4.1 Setup - https://player.vimeo.com/video/211858581

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Individual Assignment 4.1: Decomposing the Movie Theater Example
Due Jul 21 by 11:29pm Points 1 Submitting a text entry box, a website url, or a
file upload Available until Jul 28 at 11:29pm
This assignment was locked Jul 28 at 11:29pm.
Review video 4-5 (Assignment Setup) and also refer to instructions below to
complete and submit your assignment.

Instructions:

Refer to the Service Experience Cycle in the theater example.

Choose a step in the Experience Cycle and propose at least three possible
innovations for the step that might add value to the overall customer experience.
Note:
� Choose a step other than Seating because that was already discussed in Video 4-4.
� Restrict your response within 300-400 words, and submit it here in the text box
provided.

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Video 4-6 (1:00): Assignment Debrief - https://player.vimeo.com/video/211858815

Video 4-7 (3:58): Service Experience Cycle: Zipcar -

https://player.vimeo.com/video/169047644

Video 4-8 (2:28): Product and Service Systems -

https://player.vimeo.com/video/211862316

Video 4-9 (1:39): Group Assignment 3 Overview -

https://player.vimeo.com/video/169047645

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Group Assignment 3
Due Jul 21 by 11:29pm Points 1 Submitting a text entry box, a media recording, or
a file upload Available until Jul 28 at 11:29pm
This assignment was locked Jul 28 at 11:29pm.
Review Video 4-9 (Group Assignment 3) to see what the team assignment entails.
Refer to the instructions, submission tips, and templatePreview the documentView in
a new window here provided to complete and submit your assignment.

Instructions:

In this group assignment, you need to:

Map out a customer experience cycle for your product or service idea and suggest
some innovation opportunities that may stem from that cycle.
Continue refining your needs statements. (By now you should have a good
understanding of latent and unmet needs)
Continue to brainstorm interesting innovative solutions to address the needs. (Make
an attempt to combine solutions into workable solution concepts.)
Begin downselecting/choosing the best of your solution concepts.
Evaluate those concepts to see how they relate to Real, Win, and Worth It analysis.
Note: You are recommended to keep the outputs from this assignment safe with you.
You might have to include a few slides from this assignment as Appendix slides in
your final project presentation.

Submission tips:

Participate in team meetings or interact in your respective groups using Canvas

Group features. Set up a team meeting at the earliest so that you are ready to
complete this assignment by the due date.
The team lead needs to coordinate meetings and upload the completed assignment to
Canvas.
The team lead must also write down the names of all members who have contributed to
completing the assignment in the template provided.
The team lead needs to attach the completed assignment and submit it here. Once
this is done, the rest of the team members can submit their assignments (without
the presentation) by mentioning team number and the team lead's name.
Please save your assignment files as GroupAssignment3_<Your Project Name>. This
naming convention is expected to help your Course Leaders identify your assignments
easily.
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