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Quality
I position different Cafe brands from quality and time dimension.
SERVICE DESIGN For S.I.T. CAFE
MARKET RESEARCH01
BACKGROUND
STAKEHOLDERS
EMPLOYEES BRANDCUSTOMERS SUPPLIERS
品牌、滚滚长江东逝水
TimeInstant coffee
QuickSlow
High quality
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As a traditional cafe with the concept of slow life, Sculpt-ing In Time has been impacted by the outbreak of "new retail". This project is a service system design for pro-moting S.I.T, including product design, exploring the future service mode of catering brand like S.I.T.
Jun 2018 - Aug 2018Credit: Ye Tian
BrandNew Retail combines elements of offline and online retail, making them an integral whole. It is about bridging e-commerce, physical retail, and logistics in order to improve the efficiency of selling and buying, as well as improve the customer experience.
China is leading this revolution thanks to its strong consumer base, increasing purchasing power, preference for novel and luxury shopping experiences, and the widespread use of mobile payment.
Whether to relax themselves or to find a third space to work and study, we
hope that our customers come here to return to a slow life, temporarily
staying away from their fast-paced life which is ruled by information in this
modern day.
Service is paramount. We must keep the original humanized table service because we believe that intelligent network service can never replace the high quality human service to some extent, so we has not
changed the traditional ordering mode.
There are a lot of books in the store, and there will be regular film sharing
sessions.
I prefer Cafe which has a strong humanistic touch. But most of the time, the attachment of feelings and business goals can not be achieved at the same time, and we must make a choice."
Don’t like Starbucks because its coffee machine is fully automatic, so
that the barista's skills can not be improved and the quality of the extraction
and grinding of the coffee beans cannot be guaranteed.
/ Observation
1. Attract more new customers2. Strengthen user loyalty3. Attract more customers to participate in offline activities4. Increase the “communication” between the brand and the customer, strucking a responsive chord in the hearts of the customer.5.Keep the original brand concept instead of being "efficient" like starbucks.6. Keep the original humanized manual service
S.I.T Cafe
Private space
Cultural product
College of arts
Literary & Artistic
Cheerful
Healthy
Fresh
Slow Life
Harbor of soul
According to the interview and the preliminary investigation
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Went to four chains of this Cafe brand in my city to observe and investigate, to find their common problem and special characteristic of each.
BRAND RESEARCH/ SERVICE DESIGN
/ Interview of the manager1 1 Brand Position and Purpose / 1
Brand’s Needs and Goals / 1
Sculpting In Time's brand philosophy is just like its name, to let time, people and emotions reside there, leaving people good memories. Integrated with film, music, literature, the brand wish to provide a more comfortable experience for people’s lives, making customers temporarily staying away from their fast-paced life.
ACTIVITY
EMOTION
Discover
PAINPOINTS
Sit Down Order Wait Dine Leave
The information of the cafe is limited
Access to information is too narrow
Brand identity is not attractive enough
Sometimes be neglected by the waiter when it is crowd
Unfamiliar with the service process
Can not �nd a satis�ed seat when have special needs, like a seat with a socket
It’s uncomfortable to have the waiter beside the table when order
Manual order system tends to make mistakes
The imformation of special o�er is not updated in time
The waitor sometimes only bring the menu and forget to serve the drink.
Always wait a long time and don’t know how much longer to wait
Sometimes be informed lack of food meterials long after ordering
Cannot choose a speci�c time to be served when have special needs
Unsatis�ed with co�ee or dishes
No satis�ed solution for distastefulness
Sometimes have to wait to ask for water when the waiter is not within the �eld of vision or serving others
Feel bad to shout to summon the waiter
Additional service is not appropriate
Limited payment methods
Buy and Enjoy the Service Engage and ShareSTAGE
Search for Nearby Cafe
Choose and Go
Arrive Add Water Pay
OPPORTUNITY Provide immediate access to the imformation of the cafe
Offer information about what is going on and how much longer the customer needs to wait
Make the process of waiting less boring
Give an approach for customers to give feedback
Provide a way of giving compensation for distastefulness
Record customers’ personal taste using big data
Give more payment methodsOffer a new way of serving reducing verbal communication and increasing efficiency
Expect to have a nice experience in the cafe
Don’t know the process of service. Should I order �rst or sit �rst?
The waiter is beside me which makes me uncomfortable
The price is a little expensive
Very hungryWait too long
Co�ee is great
ThirstyFeel bad to call the waiter in a loud voiceHave to wait when the waiter is serving others
Give visual guidance
Section Advertisement on the internet or related App Waiters and indoor facilities Waiters, kitchen, order system, bar counter Waiters, payment system
USER RESEARCH/ SERVICE DESIGN
/ Persona1
User Journey Map / 1
Waiting t ime is too long, making customer experience worse
Information like special offer, sold out dishes are not updated in time, delaying customer time
T h e q u a l i t y o f h u m a n service is unstable due to various service levels and unstable number of waiter
Waiters sometimes make mistakes when ording especial ly when there are lots of customers Only can verbally summon the
waiter when have more needs, which is inconvenient and may disturb others
Noisy when there are lots of peopleLack of high-quality solutions
when coffee or meal is unpalat-able, resulting in a loss of custom-ers
Attract more customers to partic-ipate in offline activities
Potential Solution
Brand’s needs
Customers’ needs
Problem
Identified painpoints and opportunities for brand’s position and customer’s needs
Be aware of special offer and sold out dishes in time
Stable service——get good instructions when entering a n d i n s t e a d o f b e i n g ignored by the waiter
vibrating bracelet to remind the waiter
Network serviceIntelligent ordering systemDigitized informationUse of big data
Bell to ring + Mobile phone charging
Redisgn WeChat Official Account Replan space
Perfectly present brand conceptKeep the original ordering way and humanized table service
Make customers fee l the ambience of literature and artConvey the concept of "slow life"
Increase the “communication” between brand and customer, strucking a responsive chord in the hearts of the customer to trengthen user loyalty
Shorter and predictable waiting time
A small game program about DIY coffee to play while wait-ing
Meet personal taste
Compensation when meal is unpalatable
More peaceful environmentMore comfortable ways of summoning the waiter
Bar
Kitchen
Cold dish preparing room
ArriveDiscover Sit down Order Enjoy Request more service Pay and leave
Lack of interaction between
customers and brand
Unnecessary touchpoints could be
omitted
The interaction with service could be
simplyfied
DESIGN SYNTHESIS/ SERVICE DESIGN
Flow Chart / 1
Problems & Needs / 1
滚滚长江东逝水
regularly remind the waiter to refill the glass of water
help the waiter know the customer’s needs in time
provide customers with a comfortable way to summon the waiter
provide customers with a comfortable way to summon the waiter
provide a way for customers to give feedback on the taste
help customers to help themselves when they need
make customers feel the concept and life attitude the brand wants to convey
make the customer know about how much longer they will wait
help the waiter know about the food shortage in time
Waiter side
Customer side
ArriveDiscover
Sit down
Wait
Order
Enjoy
Request more servicePay and leave
Recieving information from customers
Refill the waterOrderBring the tissueCheckOther service
Add waterOrderBring tissuePayGive feedback Other service
OrderRefill the waterAdd milk and sugar
Special offer imforma-tionHow much longer to wait
Refilling water regularlyTaking foodCustomer arrivingFood shortage
Open tableOrder
Service reminding Input
Input Recieving Self-service
DESIGN SYNTHESIS/ SERVICE DESIGN
Further Analysis of Requirements / 1
help the waiter know the customer is coming in
Design opportunities in the overall service system
Make assumption about action sequence and the possible scenario
Analyze pain points in every touchpoint of the customer experience
New Flow Chart
DESIGN / SERVICE DESIGN
Further Analysis of Requirements / 1
PRE-SHOP EXPERIENCE
CUSTOMER JOURNEY
Lucy wants to go to Cafe on Saturday
She search the internet to find a good cafe to go and notices S.I.T. .
She goes to S.I.T. .
Storyboard / 1
IN-SHOP EXPERIENCE
She can play a game to customize coffee according to personal taste.
She recieved the cus-tomized coffee and it is greet.
Lucy is happy that the wa i ter come to add water in time.
Lucy drinks up the water and put the glass on the device which has a pressure sensor and is connect-ed to waiter’s bracelet
The waiter feel the vibration on the digital bracelet know that Lucy’s glass is empty.
She is new and she can sign up for member or order first.
The waiter bring the water and the digital menu, tell-ing how to use it.
There is face recognition when open the device.
The waiter welcomes her and takes her to a seat.
She pays by scanning the QR code or calling the waiter and becomes member.
POST-SHOP EXPERIENCE
S h e i n v i t e s o m e friends to come with her next time
As a new member, she receives information about o f f - l i n e e v e n t s a n d discount
Arrive
Sit downDigital Menu Board
Facial recognition to log in
OrderPay Leave Enjoy
Bracelet
BACKSTAGECONTACTPERSON
USERS ACTIONS
SUPPORTPROCESS Big Data
ONSTAGE CONGTACT PERSON
Decide to go to cafe and search
for nearby cafe on the internet
Advertisement&
Marketing
Put advertisement on relative apps
Marketing
Enter the cafe and order
Welcome and bring the menu
and water
Notice the screen on the table
during waiting
Make co�ee
Bar counter
Show the process of making co�ee
on the screen
First custom-make her own cafe
using the screen
Provide imformations
about ca�ee on the screen
Register member
Face identi�cation
Record member’s imformation
See more imformation
about the cafe on WeChat
Advertisement&
Marketing
Put advertise-ments on social
media
Operating company
Face recognition algotithm system
Attend o�-line activity
Go to the cafe again with friend
on weekend
Provide space for o� line activity
Plan the o� line activity
Coorperativecorporation
Look at screen on the table
Face recognition
Big Data Resources sharing systemFace recognition algotithm system
Show recommended
co�ee on screen
TOUCHPOINT APP DeviceDevice
&Mobile phone
Device Social media
Pre-service In-service Post-service
Choose recommended
co�ee or custom-make new
co�ee
Analysis the expected taste
Recommand co�ee through order history and feedback
Record taste preferences
Data managementsystem
Require supplymen-tal water or food
Add some water or additional order
Call the waiter through the device
Device
Calling system
Pay the bill and leave
Device
Prepare foodPayment system
Aettle accounts
Make a feedback about co�e
Feedbacksystem
Device
Data recording
Big Data
Customize Personal CoffeeFor Regulars
Hold Activities to Enhance InteractionBetween Customers and Cafe
SERVICE BLUEPRINT/ SERVICE DESIGN
DESIGN / SERVICE DESIGN
Design Inspiration / 1 Design Sketch / 1
Through the interview of the manager, I know that the waiter often serve the coffee with coaster to give custom-ers better feelings. It inspire me to combine what we already have to optimize the experience.
05
DESIGN / SERVICE DESIGN
12:39
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12:39
0512:39
0312:39
0212:39
05Table number
Service customer needs
Slide to accept customer’s call and stop the vibration
When the customer press the button on the table device to call the waiter, the electronic bracelet will vibrate.
Interactive Bracelet
Product & System Design For Waiters / 1
DESIGN / SERVICE DESIGN
When you put the mobile phone here to charge,the brand logo will light up and start to rotate
Pressure sensorIt is connected to the waiter’s bracelet. When the water is drunk up, the brace-let will vibrate to remind the waiter to add water
Show the the coffee making process, leting customer how long they will wait.
The purpose of this function is to advocate people to put down the phone, temporarily staying away from their fast-paced life and returning to a slow life at S.I.T.
Product & System Design For Customers / 1
PROJECTS
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