Portfolio
Isaac
RESTAURANT EXPERIENCE ENHANCEMENT
This was a User-centered Design for Services project. In first stage, we learned how to use multiple tools to analyze business environment around a company, including business profile, business model, competitive situation, ecosystem, threats and opportunities, etc. When students moved to the next stage, we were able to decide to cooperate with other students and work as a team. The goal for this project was to analyze and provide strategies in order to create a customer centric service for Xi‘an Famous Foods in New York.
Understand Their Business
Understand their business culture, strategy helps us to make sure our creative suggestions would match their vision and collaborate cohesively
Field Observation
Service BluePrint
The service blueprint helps us to gain a clear understanding of the overall situation(front stage & backstage) from the perspective of current and potential customers of Xi An Famous FoodThe service blue print maps out the tangible and intangible aspects within the service delivery in order to give you a clear understanding of the pain points that could be improved. We see pain points as opportunities of improvements and white space of innovation for Xi An famous food to be more competitive.
Customer Encounter Map
Service encounter map shows the tangible and intangible encounters during the service process. This helps us to visually understand the elements that customer are facing and experiencing.
9 locations across Manhattan
Interior space is limited
Major customers: Business people, students, tourist
Customer Loyalty
Word of mouth > Other Advertisements
What
we
Learned
Know Your Customers
User based research and a lot of co-created solutions where employees, customers and designers come together to better understand what the experience currently is, where the problems are, how they can be re-framed and what new and creative approaches exist.
Customer Characteristic
Fast-paced. Efficiency is key
Taste must be impressive and authentic
Food is one of the major expenditures
Persona
Affinitizating Data
The Affinity mapping process moves from individual data points generated through research, to grouping related data points, to developing larger themes from the data across categories. It draws out a common theme from large amount of information provided from the reviews, interviews, and surveys.
Identify Goals
Hard to find the nearest location
Bad dine-in experience due to bad interior arrangement and customer flow
Long waiting time due to spending to munch time on the menu
Customer Loyalty
Final Design
Layout Redesign
Terrible customer flow within the restaurant. Traffic created by take out customers and dine-in customers
Begin with the layout of each store, we suggest that the checkout counter could be moved close to and aligned with the entrance of the store while opening up a small window for customers to get their orders. Customers can only enter the store and take a seat after getting their food.
XI'AN FAMOUS FOODS MOBILE APPLICATION
Style Guide - Google Material Design
Sustain the business: Keeping customers come back again
Food Truck and A Hole in the Wall
For the sake of controlling the customer flows, we put forward this two independent branches which are apart from existing stores. The food truck and a hole in the wall can contribute to distribute customers and tackle new customers. . A hole in the wall also saves resources by spending less renting fee, employee fees. These two forms of selling Xi’an Famous Foods defuses its branding all over the New York.
Prototype The Experience
proto.io
Prototype
STEP SEVEN
Business Impact
Success Measurements
Hard to find the nearest location
- Open app, pull up the map
- Check locations through app
- Survey
Customer Loyalty
- Ingredients collected
- Redeemed dishes
- Time spent on app
- Numbers of new customers vs return customers
- Numbers of downloading app
Long waiting time due to spending to munch time on the menu
- Open app, pull up menu
- Time spent on menu
- Check in-store traffic number through app
- Interviews, Observation
Bad dine-in experience due to bad interior arrangement and customer flow
- Interviews, Observation
- Numbers of new customers
Conclusion
Our perspective outcome is to tackle pain points based on user-centered design theory. In terms of generating optimal solutions, we aim to offer a pleasurable and desirable dining experience in Xi’an Famous Foods as well as raising the brand. We expect to reinforce the whole service system of Xi’an Famous Foods, and how Xi’an Famous Foods can be incorporate it into the organizational structure for long term innovation and results.