SERVICE RE-DESIGN: UNIVERSITY CAFETERIA
SERVICE RE-DESIGN:
UNIVERSITY CAFETERIA
Customer service improvement through UX research and system analysis.
Customer service improvement through UX research and system analysis.
BRIEF
BRIEF
My team and I were tasked with analyzing and upgrading the service structure of the Caf located at Emily Carr University.
Through detailed UX research and 3D modeling, the project focused on spatial challenges, issues in user experience and branding gaps.
While it was a collaborative process, the following case study will show my contributions to the project, focusing on UX research and Service Design.
My team and I were tasked with analyzing and upgrading the service structure of the Caf located at Emily Carr University.
Through detailed UX research and 3D modeling, the project focused on spatial challenges, issues in user experience and branding gaps.
While it was a collaborative process, the following case study will show my contributions to the project, focusing on UX research and Service Design.
MY ROLE
MY ROLE
UX Research
Information Design
UX Research
Information Design
TOOLS
TOOLS
Figma
Figma
Original cafeteria layout
Original cafeteria layout
Spline re-model by Hannah Mun
Spline re-model by Hannah Mun
UX RESEARCH
UX RESEARCH
Service Safari
Service Safari
To better understand user experience, I tested out the ordering system first-hand.
To better understand user experience, I tested out the ordering system first-hand.
Strengths of the current Caf:
Friendly and patient staff
Large space that allows for large amount of customers at once
Open floor plan with easy view of the seating area
Strengths of the current Caf:
Friendly and patient staff
Large space that allows for large amount of customers at once
Open floor plan with easy view of the seating area
Weaknesses of the current Caf:
Lack of spatial direction & organization
High noise levels due to high concentration of customers
Confusing order hand-off process (no existing ticketing/naming system)
Weaknesses of the current Caf:
Lack of spatial direction & organization
High noise levels due to high concentration of customers
Confusing order hand-off process (no existing ticketing/naming system)
User & Worker Interviews
User & Worker Interviews
To gain further insight into the user experience, I have conducted 10 interviews with student customers and 1 interview with a staff member.
To gain further insight into the user experience, I have conducted 10 interviews with student customers and 1 interview with a staff member.
Out of the 10 chosen participants, 3 reported to purchase around 4 times a week; 2 said they stop by once every week, and 5 participants said they visit once every few months.
Out of the 10 chosen participants, 3 reported to purchase around 4 times a week; 2 said they stop by once every week, and 5 participants said they visit once every few months.
The employee chosen for the interview was a general manager with 3 years of work experience.
The employee chosen for the interview was a general manager with 3 years of work experience.
Customer takeaways:
Overly long waiting time for the food
High pricing for the perceived quality of food
Confusing physical environment and difficulties with navigation
Customer takeaways:
Overly long waiting time for the food
High pricing for the perceived quality of food
Confusing physical environment and difficulties with navigation
Worker takeaways:
The kitchen itself is well equipped for the required work
Common miscommunications with customers due to menu confusion and high noise levels
Lack of spatial self-awareness amongst customers
Worker takeaways:
The kitchen itself is well equipped for the required work
Common miscommunications with customers due to menu confusion and high noise levels
Lack of spatial self-awareness amongst customers
RESEARCH SYNTHESIS
RESEARCH SYNTHESIS
Key Research Findings
Key Research Findings
After identifying user concerns, these were the main areas we chose to continue working with:
After identifying user concerns, these were the main areas we chose to continue working with:
Confusing spatial layout
Confusing spatial layout
Long waiting times
Long waiting times
Hard-to-read menu
Hard-to-read menu
Flow Map
Flow Map
The flow map was used to summarize the findings presented above into a visually cohesive user journey.
The map shows the journey of a customer going to the Cafeteria for the first time, as well as that of an overwhelmed worker. It helped my team visualize a user’s journey in both, the physical space and their emotional state.
The flow map was used to summarize the findings presented above into a visually cohesive user journey.
The map shows the journey of a customer going to the Cafeteria for the first time, as well as that of an overwhelmed worker. It helped my team visualize a user’s journey in both, the physical space and their emotional state.
click on the image above to get a closer look
Empathy Maps
Empathy Maps
To better project the design changes onto the actual needs of potential customers, I developed 3 empathy maps.
This way we explored different user experiences, their perception of the surrounding environment and their internal feelings as they go through the service at the Caf. This helped us make our outcomes more precise and targeted to the specific customer needs.
To better project the design changes onto the actual needs of potential customers, I developed 3 empathy maps.
This way we explored different user experiences, their perception of the surrounding environment and their internal feelings as they go through the service at the Caf. This helped us make our outcomes more precise and targeted to the specific customer needs.
1st Persona - Carter
Student at ECU.
Heavily relies on the Caf for meals.
His attendance often suffers due to long wait times.
“If only there was a way to speed up the process or maybe even order in advance?”
1st Persona - Carter
Student at ECU.
Heavily relies on the Caf for meals.
His attendance often suffers due to long wait times.
“If only there was a way to speed up the process or maybe even order in advance?”
click on the image above to get a closer look
click on the image above to get a closer look
2nd Persona - Naomi
Professor at ECU.
Rarely goes to Caf, mostly to save money.
Irritated by the noise and lack of organization.
“Why do people constantly try to walk past where the waiting line is? Is there no better way to go around?
And what’s with people randomly standing in front of the order line?”
2nd Persona - Naomi
Professor at ECU.
Rarely goes to Caf, mostly to save money.
Irritated by the noise and lack of organization.
“Why do people constantly try to walk past where the waiting line is? Is there no better way to go around?
And what’s with people randomly standing in front of the order line?”
click on the image above to get a closer look
click on the image above to get a closer look
3rd Persona - James
Part-time staff member of the Caf.
Enjoys the job but finds it somewhat overwhelming.
Would prefer a more clear order give out process.
“What am I supposed to do when people can’t listen? Or simply can’t hear. Who’s order am I even taking? There are people everywhere, and half of them aren’t even here to order!”
3rd Persona - James
Part-time staff member of the Caf.
Enjoys the job but finds it somewhat overwhelming.
Would prefer a more clear order give out process.
“What am I supposed to do when people can’t listen? Or simply can’t hear. Who’s order am I even taking? There are people everywhere, and half of them aren’t even here to order!”
click on the image above to get a closer look
click on the image above to get a closer look
Journey Map
Journey Map
In order to pinpoint exact areas that would need to be targeted to solve or minimize the pain-points, I created two journey maps. The maps focused on two personas - Carter the student and Naomi the professor, since those were identified as the key user groups.
In order to pinpoint exact areas that would need to be targeted to solve or minimize the pain-points, I created two journey maps. The maps focused on two personas - Carter the student and Naomi the professor, since those were identified as the key user groups.
The root causes of poor customer experience were:
Confusing, non-intuitive layout
Lack of order-tracking system
Menus that are hard to read
The root causes of poor customer experience were:
Confusing, non-intuitive layout
Lack of order-tracking system
Menus that are hard to read
1st Persona - student Carter
1st Persona - student Carter
2nd Persona - professor Naomi
2nd Persona - professor Naomi
click on the image above to get a closer look
click on the image above to get a closer look
Behavioral Maps
Behavioral Maps
Based on all the previously conducted research we have updated the layout of the physical space, allowing for clear navigation.
To better understand how the updated space would look and feel like to a potential user, we asked 2 people, who were previously interviewed, to place 7 different icons (menu, food, drink, pastries, cash, vending machine, festivity/event) on 2 maps.
The first map depicted the current floor plan, while the second one showed our suggested changes.
For the purposes of the exercise, all the labels were hidden from the map, to not give any pointers to the participants, leaving them with a more flat, top-view illustration.
Based on all the previously conducted research we have updated the layout of the physical space, allowing for clear navigation.
To better understand how the updated space would look and feel like to a potential user, we asked 2 people, who were previously interviewed, to place 7 different icons (menu, food, drink, pastries, cash, vending machine, festivity/event) on 2 maps.
The first map depicted the current floor plan, while the second one showed our suggested changes.
For the purposes of the exercise, all the labels were hidden from the map, to not give any pointers to the participants, leaving them with a more flat, top-view illustration.
Key takeaway:
While there was general approval of the expansions and re-organized space, certain areas were still found to be confusing and cramped.
Key takeaway:
While there was general approval of the expansions and re-organized space, certain areas were still found to be confusing and cramped.
This demonstrated, that while the team was moving in the positive direction, we could utilize navigation signs and dividers to help guide users through the busy areas.
This demonstrated, that while the team was moving in the positive direction, we could utilize navigation signs and dividers to help guide users through the busy areas.
FINAL DISCOVERIES
FINAL DISCOVERIES
Based on all the previously provided research, these were all of the ways in which my team chose to improve customer service experience of the ECU Cafeteria.
Based on all the previously provided research, these were all of the ways in which my team chose to improve customer service experience of the ECU Cafeteria.
LEARNING OUTCOMES
LEARNING OUTCOMES
As this project focused on spatial design, rather than digital prototype deliverable, I struggled at first to adapt my findings into a physical space. While this took some adjustment, with consideration and lots of discussions with the team, we were able to figure out a way to implement our findings in a cohesive manner.
Speaking of my team, this was my first project in a larger group (more than 3 people). The communication was a bit challenging at first, as we all had to adapt to each other's communication methods, but with time we were able to divide the work in the most optimal for each one of us ways, which allowed for a fun and exciting work experience for all of us.
As this project focused on spatial design, rather than digital prototype deliverable, I struggled at first to adapt my findings into a physical space. While this took some adjustment, with consideration and lots of discussions with the team, we were able to figure out a way to implement our findings in a cohesive manner.
Speaking of my team, this was my first project in a larger group (more than 3 people). The communication was a bit challenging at first, as we all had to adapt to each other's communication methods, but with time we were able to divide the work in the most optimal for each one of us ways, which allowed for a fun and exciting work experience for all of us.
NEXT STEPS
NEXT STEPS
Moving forward, I would appreciate to actually be able to implement my team's findings into the Cafeteria and start testing the new service structure in a real-life setting.
Looking back, I also wish we could conduct another session of user tests, after developing the 3D model of the re-designed space, to better understand if our proposal would benefit the users at each stage.
Moving forward, I would appreciate to actually be able to implement my team's findings into the Cafeteria and start testing the new service structure in a real-life setting.
Looking back, I also wish we could conduct another session of user tests, after developing the 3D model of the re-designed space, to better understand if our proposal would benefit the users at each stage.