OSHClub Service Design Analysis & Enrolment UX Case Study

An analysis of OSHClub's service design, focusing on reducing enrolment drop-off rates and improving the childcare servicescape using Bitner's framework.

#service-design#ux-case-study#customer-journey#servicescape#childcare-services#enrolment-optimization#business-innovation

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OSHClub Service Design Analysis

Enrolment & Servicescape Improvement

GROUP 80 | Maks · Natasha · Avishka · Ashwin

Service Design & Innovation

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Current Service Blueprint

Parent Discovers OSHClub

Visits 'How to Enrol' Page

Redirected to KidSoft

9-Step Enrolment Process

Fail Point 1

Lack of Preparation Guidance

No CRN guidance

Medical forms require separate download

67% of users on mobile

Fail Point 2

Trust Breakdown

OSHClub loses control

Branding changes completely at KidSoft redirect

96.1% drop-off rate at this point

Fail Point 3

Process Complexity

9 steps in KidSoft

Called a 'waitlist' not an enrolment

No progress indicator or language support

Three fail points compound each other

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Redesigned Service Blueprint

STEP 1

Preparation Hub

CRN guide, checklist, mobile-first design

STEP 2

Branded Enrolment Start

OSHClub-hosted, consistent branding

STEP 3

Guided 4-Step Process

Progress bar, clear language, multilingual

STEP 4

Confirmation & Welcome

Instant confirmation, onboarding email

IMPROVEMENT 1

Preparation Guidance Added

Mobile-friendly checklist, CRN explainer

IMPROVEMENT 2

Seamless Branded Experience

Enrolment stays on OSHClub platform, no redirect

IMPROVEMENT 3

Simplified 4-Step Flow

Progress indicator, plain language, multilingual support

Target: Reduce 96.1% drop-off significantly

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Current Servicescape Analysis

(Bitner, 1992)

Space &
Functionality

Same lighting, desks and whiteboard as school

Environment identical to school days

No change in layout or temperature

❌“Feels like 'Just School'”

Signs, Symbols
& Artefacts

Pack-up and pack-down model

Time spent setting up and dismantling

No permanent OSHClub branding visible

❌“Weak brand recall”

Ambient
Conditions

No dedicated colour scheme

No signage or branded areas

School branding dominates (walls)

❌“No distinct atmosphere”

User Responses

Parents

“Hard to distinguish from 'Just School'”

“Low brand trust”

Staff

“Reduced ability to deliver quality”

“Inconsistent space”

Children

“Lower engagement”

“Feel like they're still at school”

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Servicescape Improvement — Our New Design

Applying Bitner’s 3 Key Areas to the Physical Environment

Space & Functionality

Active Play Zone (Green) — Move & Play
Quiet Zone (Blue) — Relax & Focus

Dedicated Zones Replace School-Feel

Signs, Symbols & Artefacts

Colour-Coded Zones
Multilingual Signage
Clock = Pick-up Time Cue

Clear, Branded Visual Language

Ambient Conditions

Warm, Welcoming Lighting
Comfortable Temperature
Calm Background Music

Distinct, Nurturing Atmosphere

Behavioural Outcomes

Clear Cues

(Parents)

Appropriate Behaviour

(Children)

Engagement

(Children)

Emotional Wellbeing

(All)

Parent Confidence

✦

Stronger Emotional Connection

✦

Child Belonging & Happiness

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Key Takeaways

"Small design changes create significant improvements in trust, engagement and enrolment rates."

96.1% Drop-off Is Solvable

Streamlining to 4 steps and keeping branding consistent eliminates the biggest fail point.

Mobile-First Matters

67% of users are on mobile; preparation guidance must be responsive and accessible.

Environment Shapes Experience

Dedicated zones, colour-coding and ambient music transform the after-school feel.

Trust Starts at First Click

Consistent branding from discovery to enrolment builds confidence and reduces abandonment.

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References

Australian Government Department of Education. (2011). National quality framework for early childhood education and care. Australian Government.

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71.

Gibbons, S. (2017). Service blueprints: Definition. Nielsen Norman Group.

Mei, X. Y., Arcodia, C., & Ruhanen, L. (2020). Towards tourism innovation: A critical review of public policies. Tourism Management Perspectives, 33, 100606.

OSHClub. (n.d.). How to enrol. OSHClub. https://www.oshclub.com.au

Sohyun, P., et al. (2023). Servicescape design for children's wellbeing. Journal of Service Research.

Appointed. (2021). Colour psychology in educational environments. Appointed Design.

GROUP 80 — Maks · Natasha · Avishka · Ashwin | Service Design & Innovation

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