Design Thinking in

Service Disruption

Prepared By:
Aryan Raj
Bishal Hazarika
Sanket Jain
Saurav Gupta
1 Sarthak Srivastava
Tanushka Jajoo
Acknowledgement

We would like to express our deepest appreciation to all those who provided us with the possibility to
complete this report. Special gratitude is given to our Service management faculty Mrs Ranjita Gupta,
whose contribution in stimulating suggestions and encouragement, helped us to coordinate our project
especially in writing this report.

Furthermore, we would also like to acknowledge with much appreciation the crucial role of the staff of retail
shops, who gave the time to interview and help us understand the project. We appreciate the guidance given
by everyone.

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Table of Contents
Acknowledgement............................................................................................................................................2

Abstract.............................................................................................................................................................4

Introduction......................................................................................................................................................5

Competitors analysis........................................................................................................................................6

Marketing mix of the urban company...........................................................................................................8

STP analysis of Urban company.....................................................................................................................9

Service Blueprint of Urban Company..........................................................................................................11

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Abstract

The new initiative from Urban Company, the "Urban Company 24x7" enables and targets working
individuals who live a 9 to 5 corporate lifestyle in urban cities. Through this offering UC brings to its
customer 24x7 services at home starting from electrical work to hair dressing solutions. A well-integrated
partner network supported by strategically located dark stores ensures that the customer receives consistent
and quality service round the clock .

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Introduction

Urban Company (formerly known as Urban Clap) is an Indian marketplace offering home maintenance
services as well as home beauty and wellness services. In 2014, the company was founded by Abhiraj Singh
Bhal, Varun Khaitan and Raghav Chandra. The company operates in more than 30 cities in India as well as
the United Arab Emirates, Singapore, Australia, and Saudi Arabia.
Urban provides a marketplace for freelance work. It offers consumers a range of home services, including
beauty treatments, haircuts, deep cleaning, plumbing, carpentry and appliance repairs. The platform helps
customers book reliable home services and aims to help millions of service professionals around the world
provide services at home. The company works with tens of thousands of service professionals, helping them
with training, credit, product purchases, insurance and technology.
Urban clap employs more than 25,000 service professionals and caters to 50,00,000 people annually. It also
boasts a service reach of 18 different cities. Urban Clap, valued at $850 million, is one of the most well-
known startups.
Despite its popularity, the perception is mostly limited to personal services such as salon and cleaning. Little
is known about the Fitness and coaching services they provide, despite being a 4-year-old feature.

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Competitors analysis

UrbanClap competes with two companies, one is Housejoy.in (National competitor) and Handy (Global
Competitor). If we look at the social media presence of each brand, Urban company is doing much better
than the others.

1. Zimmber

Established in the year, Zimmber is a Mumbai Based online marketplace for various services like
painting, home cleaning, plumbing, AC Repair, Carpenter & Many More. Currently operating in
metropolitan cities like Mumbai, Delhi, Gurgaon, Pune, Kolkata, and Chennai, Zimmber is currently the
of the Biggest Urban company competitors in India.

2. Housejoy

After the Urban company and Zimmber, Housejoy is the third most popular On Demand Home
Service Providers Company in India. Housejoy is Currently present in 6 cities of India which include
Bengaluru, Chennai, Pune, Hyderabad, Mumbai, and Delhi-NCR. They Plan to expand Their
Services to more than 30 cities across India.

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3. Premend

Premend is a Vadodara, Gujarat-based online home service company that provides services such as
carpenter, plumbing, electrical, and pest control. Founded in 2016, Premend offers personalized
doorstep solution assistance for any Home related service.

4. Timesaverz.com

Founded in the year 2012 in Mumbai, Maharastra, Timesaverz.com is an online marketplace for
home repair and Maintenance Services. It all started when the founder of Timesaverz.com Mr.
Debadutta Upadhyaya and Lovnish Bhatia Noticed the Gap in the Online marketplace for In-demand
Services for home services.

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Marketing mix of the urban company

People

Service partners who are allocated shift timing of either 9 AM to 9 PM or 9 PM to 9 AM.

Process

Similar to the existing mode of service delivery, additional dark stores set up in strategic locations to ensure
availability of basic materials required to cater to the service.

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Physical evidence

The existing black logo of the company with an addition of "24x7" to it. Black t shirt and cap with the
company logo worn by the service partners while on duty.

STP analysis of Urban company

Segmentation

Urban Company segments its market based on the following criteria:

1. Geographic segmentation
a) The company operates in several tier 1 cities in India

2. Demographic segmentation
a. The company's target audience is primarily working professionals.
b. Age Group: 25-35
c. Occupation: Corporate job
d. Family size: nuclear family
e. Income: above 1 lakh per month
.
3. Psychographic segmentation
a) The company caters to customers who value convenience and quality service.
b) Busy people in a day
c) Fitness freaks
d) Above middle class

4. Behavioural segmentation
a. People who care about hygiene
b. They are regular users of urban clap
c. They care about convenience.
d. People who are determined

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Targeting

Urban Company's primary target audience is middle-class families and working professionals who
value convenience and quality service. The company targets customers who prefer to book home
services online and are willing to pay for the convenience.

Positioning

a) Urban Company positions itself as a one-stop-shop for all home service’s needs, providing high-
quality services at an affordable price.
b) The company aims to provide a hassle-free experience to its customers, making it easy to book and
manage services online.
c) Urban Company also positions itself as a reliable and trustworthy service provider, offering
background-checked service professionals and a customer-friendly refund policy.

Key differentiators

Service available throughout the day especially at night to help busy customers get the experience of
flawless service just like the daytime services.

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Service Blueprint of Urban Company

1. Physical evidence of their service.

Urban Company's online platform and mobile application are the primary physical evidence of their
service.
2. Customer Actions
a) Select the desired service category from the Urban Company app or website
b) Specify the required service and schedule an appointment
c) Receive confirmation of the booking and the expected arrival time of the service professional
d) The service professional arrives and performs the service as per the customer's requirements
e) The customer pays for the service and rates the service professional
3. Frontstage
The Urban Company mobile app and website are the primary frontstage interfaces, where the
customer can easily access and manage their service requirements.
4. Backstage
The Urban Company team manages the service professionals and ensures their availability as per the
customer's needs. They also provide training and support to the service professionals to ensure high-
quality service delivery.
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5. Support Processes
Urban Company's support processes include background verification of service professionals,
customer feedback management, and customer support services.
6. Service Delivery:
The service professional provides the actual service to the customer as per their requirements.
7. Service System:
Urban Company's service system includes the online platform, the service professionals, and the
support processes. The service system is designed to ensure a seamless and hassle-free service
experience for the customer.

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