Another approach to decomposition is to decompose the problem by a sequence of users actions. This is particularly useful with service design problems or with problems that can be thought of, design challenges that can be really thought of as involving a fairly well defined sequence of user actions. So, To illustrate the service decide application let me take the auto rental problem. Now we might frame the auto rental challenge the, the problem statement as in what way might we provide a better car rental experience. And that just uses the convention that I introduced in the problem definition video "In What Way May We Provide a Better Car Rental Experience?" Now if you think about the sequence of users at User Actions for most people when renting a car, it begins with shopping and that involves booking. It then involves pick up, the time of travel. There's then typically some kind of use of the car and then there's drop-off. Now, of course, there are. Multiple ways to describe that sequence. This sequence is not unique. This is just a useful way for you as the designer, to break the larger design problem down into pieces. So, if you think about it, the sequence of user action: shop, book, pick-up, drop-off; then you can start to imagine what are some opportunities to improve each of the pieces. And for a service designed problem that's usually fairly straight-forward, most of you will have no trouble identifying some opportunities here or some, some, some ideas here based directly on your user needs research and your observation of the, of the experience for your user. But just to give you some examples, so if you take just dropoff, I'm sure that those, those of you rented a car, at least in the United States. And know about the really annoying experience about refueling the, the gasoline or the petrol in. In returning the car. In the US they make that very difficult, because the auto rental companies tend to make money on refilling the, the fuel. So there's a lot of pain around that and there are probably some nice opportunities to think about how to make that work better. Personally, it all also annoys me that they don't user better fuel gauges because you don't really know that the fuel was full when you got it and it's difficult to actually measure how much fuel you used. And you know another frustration around dropping off is that you lose things. You forget your camera or your phone or your eyeglasses. So maybe there an inspection. Step that a car rental company could perhaps inspect for belongings. Now, you can take that kind of logic for each of the steps. So, for instance in shopping for the, for the car you know maybe you can have a price guarantee. It's pretty annoying when you don't really know whether you've got the best price. You could another cool thing would be if the service provided for other options. So one of the things that I always wonder is, should I actually rent the car, or should I, in fact, arrange for a car service or a taxi? So you might say the booking process might automatically calculate some other options other than renting a car. The booking process itself hm, I wonder if it could have one click. I know you'd have to worry about some Amazon patents if you used one click, but, but that would be a nice thing. What if you didn't have to book at all? So what if there were just guaranteed availability? So no matter what, you show up at the airport and you just take the car. You don't even need to book at all. That would be pretty interesting. Maybe there could be a mobile app for booking maybe the, the reservation system could make the best guess about the characteristics of your booking from your airline ticket automatically. It would know when you were to pick up and when you were going to drop off. And where you were going probably. In the, in the pick up experience, maybe you could pre-select the vehicle. Maybe you could. Oh, this would be interesting. What if you, what if you actually did the booking or did the paperwork within the security zone, at the airport. That way you could just rely on the, the airline or the airport of the government security process to verify identity. You wouldn't have to do it again. You could, you know, if you saw a boarding pass, you would know that, that would be the person who was, who was reserving the car, so you just could do it all within the security area of the airport rather than going out of security before you did it. What if it could be at the curve at baggage claim? Alright. You get the idea. So in two minutes here, we've been able to make a, a list of some interesting features and we were able to do it by decomposing the service experience by sequence of user action generating some alternatives within each of those sub problems. And then the last step, step would be to take a combination. Of those pieces. And create an integrated solution. Although in this example, most service design problems. Most services, in fact, are really bundles of features. And so, it isn't necessarily the case that you would need to integrate these elements into one overall solution. You could almost just look at which of these features, in isolation, make the most sense. And which bundle or bucket of these features, taken together, would best meet your user needs. Now, just to show that this isn't. Only confined to service design problems. You might imagine, if we were to look at the ice cream scoop problem. So, ice cream scoop. Let's just think for a minute about what that sequence might be. It might be, find the scoop. Get out, ice cream, And dishes. Scoop, ice cream. Cleanup, And put away. Maybe those belong in the other order. But, if, if you think about that. There are probably some insight you could get in the ice cream scoop. Example, by considering each of these elements in the use experience as a hint as to where there might be an opportunity. So, for instance, finding the scoop, that might lead you to think about, you know, bright colors. I don't know, storing in freezer. What about an integrated what about an integrated? Scoop. And, ice cream package. Right. And all of that, those ideas come about by thinking about that challenge of how is it that I find the scoop. So that shows that you can get ideas for elements of a solution for a physical product, in this case an ice cream scoop, also by considering sequence of user actions. It need not only be the case that this is useful in service design. But hopefully that gives you another lever, another angle on how to take a large design problem and a blank sheet of paper and start to make some headway to explore and find interesting solution
