Embrace and Beyond Mobility: Design for the Ideal Dining Experience

拥抱和超越移动性:

为理想用餐体验而设计

工作坊:    2011年11月11日

蔡文强  Raven  Chai

创始人及首席咨询师UX  Consulting

主要发起人新加坡  UXSG  Group

李毓修  Li  Yu-­Hsiu

使用者经验总监崴峰科技

主要发起人台湾  UiGathering

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Ice  Breaker  Game

Trading  Cards

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HOW TO PLAY

• Use  5  minutes  to  create  you  personal  trading  card,  includes:• Draw  your  own  self-­‐portrait• A  nickname• One  thing  about  yourself  that  people  in  the  room  aren’t  likely  to  know• One  of  your  favourite  food

• Pass  the  trading  card  around  in  no  particular  manner  or  order

• Read  the  card  you  are  holding

• Hold  onto  the  card  you  are  interested  to  ask  a  question  about,  or  continue  passing  until  you  Nind  one  that  you  want  to  ask  question

• We’ll  stop  passing  after  5  minutes

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HOW THE TRADING CARDS MIGHT LOOK LIKE...

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What do you hope to achieve or learn from this workshop?

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Workshop Objectives

• Learn  the  techniques  to  sketch  the  Customer  Journey  

• Matching  business  objectives  vs.  user  experiences

• Design  the  experience  as  a  team

• Explore  the  impact  of  mobility  on  customer  touch  points

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Service design is all about making the service you deliver useful, usable, efficient, effective and desirable.

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Service Design Characteristics

Customer  focusCreating  services  that  provide  customers  with  a  great  experience  while  helping  them  to  get  their  jobs  done.

Inter-­disciplineEmploys  and  adapts  tools  &  methods  from  various  disciplines  such  as  product  design,  interaction  design  &  graphic  design,  social  sciences  etc

ProcessIt  is  a  concrete  application  of  the  design  thinking  process.

BrandingDeploying  consistent  brand  value,  brand  perception  and  branded  content  across  multiple  channels  &  touch  points

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Service Design Principles

User  centered:Services  should  be  experienced  through  the  customer’s  eye.

Co-­creative:All  stakeholders  should  be  included  in  the  service  design  process.

Sequencing:  The  service  should  be  visualized  as  a  sequence  of  interrelated  actions.

Evidencing:Intangible  services  should  be  visualized  in  terms  of  physical  artifacts.

Holistic:  The  entire  environment  of  a  service  should  be  considered.

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Collaboration design is all about involving stakeholders to co-design products or services

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Collaborative Design

• Collaborate  to  understand  the  nature,  opportunities  and  constraints

• Allow  ideas  from  various  perspectives  and  insights  to  spread  within  the  team

• Create  a  culture  of  shared  ownership  around  the  design  vision

• Allow  open  and  honest  critique  of  various  concepts

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Why  does  dining  experience  matter  to  us?

photo  credit:  Kris.ne  Arellano

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Connecting the dots...

Service  DesignThe  main  focus  of  the  workshop  is  

Collaborative  DesignThe  techniques  we  are  adopting  is  

Dining  ExperienceThe  scenario  we  are  setting  is

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Case Study 1: Retail Design

Touch

Smell

Sound

Taste

Colour

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What  are  the  emotions  when  you  step  in  this  restaurant?  

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Who  would  you  like  to  dine  with?

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What  kind  of  cuisine  do  you  expect                                                                                this  restaurant  to  serve?

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Focus  in  ef9iciency  and  optimizing  space  to                                                            encourage  higher  turnover  rate?

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Case Study 2:Customer Service Design

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Case  Study  credit:  Craig  Stover  Industrial  Design

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Case  Study  credit:  Jeff  Howard

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• Accepts  customers'  various  ways  of  ordering  rather  than  requiring  a  speciNic  Nlow.

• Facilitates  employee  training  by  communicating  the  default  ingredients  of  each  ordered  drink.

• Allows  most  cashiers  to  begin  taking  orders  with  a  simple  3-­‐minute  orientation.

Starbucks Coffee

Discovered  many  sources  of  error,  including  numerous  points  of    “translation”  where  problems  were  more  likely  to  happen

Case  Study  credit:  Scoresby  Interac.ve

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How  do  you  want  to  be  served                            by  the  service  staff?

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Case Study 3: Food Management

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Case  Study  credit:  micros  system

• Link  inventory  management  with  point-­‐of-­‐sales  system

• Initial  test  store  showed  had  a  shortage  of  approximately  six  cases  of  strawberries  a  week

• Save  over  US$8,000  a  year  at  this  one  location

Tropical Smoothie Cafe

‣ Franchise  in  United  States,  over  300  operating  locations

‣ Aim  to  be  the  choice  for  a  higher  quality,  healthier  way  of  life

‣ Continue  providing  customers  with  high-­‐quality  food,  while  reducing  food  cost

‣ Explain  food  shortage  and  reduce  unaccounted  for  inventory

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Case  Study  credit:  Joshua  Kennon

McDonald Wendy’s

Inventory  turn  rate  of  

3.79  days

Inventory  turn  rate  of  

9.10  days

“By  tying  up  as  little  capital  as  possible  in  inventory,  McDonald's  can  use  the  cash  on  hand  to  open  more  stores,  

increase  its  advertising  budget,  or  buy  back  shares.”

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How  do  you  design  the  inventory  process  to  keep  the  freshness  of  the  food?

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How  do  you  preserve  the  food  inventory  effectively?

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Case Study 4:Marketing to your Target Audiences

Deciding what to eat and

where to dine?

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Case  Study  credit:  Laurie  Lande

• over  500,000  Club  Veg  members

• Tried  two  interactive  email  campaigns  for  upcoming  food  promotions

• Each  interactive  email  campaign  led  to  a  huge  jump  in  email  &  web  traf9ic• 906%  for  the  cherry  campaign,• 1,430%  for  the  chicken  pot  pie  initiative.

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Engage  customers  with  photos  and  listen  to  feedback

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Staff  actively  engage  in  comments  and  discussion

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Witty  advertisements  through  social  media

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How  do  you  decide  what  to  eat  and  where  to  dine?

Workshop  Activity  -­‐  Part  1

Role-­playing  and  Brainstorming

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Role-­Playing

Chefs

Restaurant Owners

Service Staff

Dining Customers

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Personas

Restaurant Owners

Focus  of  the  brainstorming  session

• Sales  &  Marketing

• Purchase  of  food  supplies

• Human  Resource

Possible  considerations:• Attracting  customers• Managing  the  food  supply  chain• Manpower  and  stafNing  matters• Engagement  with  customers

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Personas

Chefs

Focus  of  the  brainstorming  session

• Ensuring  the  quality  of  food  dishing  out

• Kitchen  &  inventory  management

• EfSiciency,  accurate  and  hygiene

Possible  considerations:• Spacious  kitchen  space• Orders  coming  in  are  clearly  written• Serving  the  dishes  out  together• Keeping  the  food  fresh

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Personas

Service Staff

Focus  of  the  brainstorming  session

• Table  arrangement  (including  reservations)

• Ordering  and  serving  of  food

• Cashier

Possible  considerations:• Attentive  to  customers• Getting  the  orders  right• Serving  the  dishes  in  the  correct  sequence• Accurate  bills

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Personas

Dining Customers

Focus  of  the  brainstorming  session

• Being  informed  of  new  menu  and  promotions

• Ideal  experiences  prior,  during  and  post  dining

• Continue  to  stay  engage  with  the  restaurant

Possible  considerations:• How  to  decide  which  place  to  dine?• Reservations  vs  Walk-­‐in• Browsing  food  menu  and  ordering• Service  received  and  quality  of  food

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Activity Objectives

• Brainstorm  ideas  on  the  ideal  situation  base  on  your  role  assigned

• All  ideas  are  welcome,  the  ideas  need  not  be  necessary  to  be  related  to  mobility  at  this  stage

• You  have  20  mins  to  Ninish  the  brainstorming  session

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What are the brainstorming techniques you have used or experience before?

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3-12-3 Brainstorm

3  Minutes:  Generate  a  Pool  of  AspectsWrite  down  as  many  ideas  as  possible  in  post-­‐it  notesUse  “nouns”,  “verbs”  and  “simple  sketched”  if  you  can

12  Minutes:  Develop  ConceptsGroup  the  ideas  into  similar  categoriesBuild  on  other  people’s  ideasCreate  rough  sketches,  prototypes,  diagram  map  etc

3  Minutes:  Make  PresentationPresent  overview  Nirst  before  drilling  into  details  for  each  categoryArticulate  ideas  using  keywords  and  short  sentences

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Brainstorming Tips

DO

1. Stay  focused  on  the  problem2. Quantity,  not  quality3. Encourage  wild  ideas4. Defer  the  judgement5. Add  on  top  of  other's  ideas6. Break  assumption7. Use  visual  or  verb  to  stimulate8. Set  time  limit

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Brainstorming Tips

DON’T

1. The  boss  speaks  Nirst2. Take  turn3. Ask  expert  only4. No  silly  stuff

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Ideas  Sharing  by  Groups

3  mins  each  group

Tea  Break  -­  20  mins

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Ideas on leveraging mobility solutions

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• Take  an  order  as  the  customer  speaks

• Easily  make  adjustments  on  order

• Assess  order  accuracy  at  the  point  of  interaction

• Menu  items  and  functions  are  designed  that  matches  with  the  Nlow  how  the  organization  thinks

Case  Study  credit:  Scoresby  Interac.ve

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Examples

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Possible  concept  to  explore

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What  role(s)  mobility  devices                    can  play  in  your  dining  journey?

Workshop  Activity  -­‐  Part  2

Collaborative  Design

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Regrouping  participants  into:

• Restaurant  Owner  x  1• Chef  x  1• Service  staff  x  1• Customers  x  2

5  team  members  /  per  group

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Define parameters from brainstorm ideas for collaborative design

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Activity Objectives

• Explore  customer  journey  and  touch  points  from  the  perspective  of  an  ideal  Dining  Experience  

• Focus  on  how  mobility  (tablets,  mobile  phones)  can  complement/enhance  the  dining  experience

• DO  NOT  focus  on  the  UI  design  of  a  mobile  or  tablet  apps

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photo  credit:  Jason  Furnell

Focus  on  the  customer  touch  points                      throughout  the  dining  experience  journey

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It’s  not  about  designing  the  UI  of  an  mobile  app

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Technique  1  -­  Customer  Journey  Map

photo  credit:  Jason  Furnell

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Technique  2  -­  Story  Boarding

photo  credit:  Jason  Furnell

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Recommended Design Process

1. DeNine  the  restaurant  concept  as  a  team

2. Decide  the  technique  to  sketch  the  customer  journey  -­‐  personas  with  timeline  or  storyboard  format

3. Breakdown  the  customer  touch  points  into  different  phases

4. Design  the  ideal  experience  for  each  of  the  customer  touch  points  (must  meet  the  parameters  we  have  selected)

5. Focus  on  one  or  two  customer  touch  points  where  mobility  solution  can  enhance  the  dining  experience

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Group  Design  Activity

60  mins  for  every  groupRecommend  to  start  wrapping  up  the  design  at  45  mins  mark

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Design  Presentation

5  mins  each  group

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ReIlections  on  the  Exercise

10  mins

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Recap  /  Question  &  Answers

10  mins

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蔡文强  Raven  Chai创始人及首席咨询师UX  Consulting主要发起人新加坡  UXSG  Group

李毓修  Li  Yu-­Hsiu使用者经验总监崴峰科技主要发起人台湾  UiGathering

Email:  raven@uxconsulting.com.sgContact  No.:  (65)  9338  1464

Email:  yuhsiu@gmail.comContact  No.:  (886)  921  684  133

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