critical justification 1
DESCRIPTION
Decisions made in the first stage of final major project.TRANSCRIPT
CJ1BRADLEY WILTON
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12
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INTRODUCTION AND PLANNING
DISCOVER THE AREA
DEFINE MY OPPORTUNITY
DEVELOP A CONCEPT
EVALUATION AND DEVELOPMENT
INTRODUCTION AND PLANNINGWHERE DO I BEGIN?
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INTEREST
ASPIRATION AND INSIGHT
INITIAL BRIEF
PROJECT TIMELINE
INITIAL QUESTIONS
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06INTERESTSince the age of 18 years old I have worked within the hospitality and tourism sector. Over the years I have recorgnised problems that could be solved to enhance the service for customers and simplify employees jobs within small independent vendors, right through to large chain hotels.
What interests me?What is viable?How can I make a difference?
ASPIRATION AND INSIGHTI hope to find an area where a design intervention can make the job of employee easier, thus enhancing the customers satisfaction of the overall experience.
Customers are often dissatisfied with the
quality of service within the hospitality and tourism sector.
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Organising my questions I needed to answer gave me a starting point for my project, allowing me to put all of my queries in order.
What do I need to know about the sector?
INITIAL BRIEF
I will explore the customer service aspect of the hospitality and tourism sector and how a design intervention could improve this.
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OCT
OB
ER
NOV
EMB
ER
DEC
EMB
ER
START
INITIAL PROPOSAL
SECTOR RESEARCH
VENDORCOMMENT BOX
REVIEW
FOOTFALLANALYSIS
PERSONAL REFLECTION
ONLINESURVEY
IN-HOUSE REVIEWS
EMPLOYEEOBSERVATIONS
INTERVIEWS
DISCOVER
I knew that customers do not like to be hassled when using a service so I used multiple different research activities to answer my questions.
If my timeline was written question by question it would have been clearer for me to make decisions quicker.
PROJECT TIMELINE10
JAN
UA
RY
INTERIM
SOCIAL MEDIAPOLL
REVIEW
SEMI-STRUCTUREDINTERVIEWS
MA
RCH
EMAILCORRESPONDENCE
EXPLORATION HAND-IN
FEB
RU
ARY
DEFINE
USER EXPERIENCE
GROUPIDEATION
STORYBOARD & REFINE
REFINEBRIEF
PROTOTYPE
DESIGNPROPOSALS
FINALISEBRIEF
Creating a timeline took a lot of time, if I had just begun with my research it would have pushed me into putting it together a timeline as I progressed the project.
DISCOVER AN AREAHOW DO I FIND OUT WHAT I NEED TO KNOW?
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BASIC UNDERSTANDING
EXECUTION PLANNING
DIGITAL INNOVATIONS
TAKE A STEP BACK AND BE MORE SPECIFIC
SECTOR ANALYSIS
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20CONSUMER DEMANDS
EMPLOYEE SATISFACTION
EMPLOYER PERSPECTIVES
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26KEY FINDINGS
EXPLORATION FEEDBACK
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BASIC UNDERSTANDINGI feel my view of the sector is slightly biased as it is my own personal opinion from an employee point of view. Through my research activities I needed to clarify and justify if my understanding was correct. Having discussions throughout the project with my peer group and other individuals helped keep my direction on track.
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Lets begin with a discussion and a mindmap of the sector I am exploring.
This allowed me to decide how I was going to answer each of my initial questions providing me with direction and keeping me focused.
I was cautious about the project as my area was very broad. If I had decided on more specific questions I would have come to quicker decisions therefore being able to develop my concept quicker.
EXECUTION PLANNINGAfter discussing my proposed questions with my peer group, I needed to plan how I was going to answer each.
I needed to use multiple different research techniques to cover the breadth of my questions as they were all quite different.
16SECTOR ANALYSISI used desk research to analyse the hospitality and tourism sector specifically focusing on the different markets that the term spans. This helped me select a specific area to research further.
With such a broad topic, doing research into the value of the sector helped me decide on a specific market so I could focus my research.
The statistics took a long time to analyse as they were from different online sources, however this was unavoidable at this stage.
GOING FORWARD
INSIGHTSThe restaurant and cafe market is lucrative and consistently growing.
Complaints are posted about on social media which prompts companies to respond quickly.
To focus my project I will specifically research into the restaurant and cafe market as it is worth £83.9bn and is also the market I have the most experience in.
WHAT IS THE MARKET CURRENTLY LIKE?
2013
2014
20002015
2009
MCDONALDSSELF SERVICE SCREENS
Interactive screens remove the need for
customer - employee interaction. 1 contact
point speeds up the customer service.
APPLE PAYCONTACTLESS MOBILE PAYMENTS
Removes the need for cash to make
payment more accessible, quicker and
more secure than generic card payments.
TRIPADVISORREVIEWS OF SERVICE USERS
Customers to read reviews on a vendor
and form opinions regarding if they want
to experience the service.
CAKETABLE PAGING SYSTEM
Consumers know how long their wait time
for a table is going to, be alerting them
when it is ready reducing walk outs.
E
NANDOSDIGITAL REWARD SCHEME
Allows customers to collect ‘chillies’ to earn free
food promoting repeat custom. Rewards can be
viewed on an app for access wherever they are.
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5DIGITAL INNOVATIONS
WHAT INNOVATIONS HAVE ENHANCED CUSTOMEREXPERIENCE IN RECENT YEARS?
I researched and created user experience reviews of the 5 most influential developments in customer service. These reviews allowed me to see the impact that technology has had on the sector and how customers interact with a service.
GOING FORWARD
INSIGHTSDigitalising parts of the customer service process inadvertently means less interaction between customer and employee.
I will look to produce a digital method of keeping a customer in the know when using a service whilst considering the interaction.
Looking at key digital innovations prompted me to think about how my design could be digital. I knew that moving into a digital era vendors need to keep up with technological developments to remain desirable to the consumer.
Experience reviews of each innovation allowed me to understand how the services made the user feel throughout the journey.
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I focused on specifically digital innovations in the sector which narrowed down my research, if I were to have looked at all innovations I would have had more research to analyse.
2013
2014
20002015
2009
MCDONALDSSELF SERVICE SCREENS
Interactive screens remove the need for
customer - employee interaction. 1 contact
point speeds up the customer service.
APPLE PAYCONTACTLESS MOBILE PAYMENTS
Removes the need for cash to make
payment more accessible, quicker and
more secure than generic card payments.
TRIPADVISORREVIEWS OF SERVICE USERS
Customers to read reviews on a vendor
and form opinions regarding if they want
to experience the service.
CAKETABLE PAGING SYSTEM
Consumers know how long their wait time
for a table is going to, be alerting them
when it is ready reducing walk outs.
E
NANDOSDIGITAL REWARD SCHEME
Allows customers to collect ‘chillies’ to earn free
food promoting repeat custom. Rewards can be
viewed on an app for access wherever they are.
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TAKE A STEP BACK AND BE MORE SPECIFIC
GOING FORWARD
After observing lots of different vendors I broke the sector down based on the style of vendor and their price point.
INSIGHTSI found that vendors with a higher price point tend to have a lower footfall per day which would directly influence the impact my design intervention would have.
My design intervention would have a larger overall impact if I were to be focused at the mid-market.
Specifying three styles of vendor really helped me focus my project, it allowed me to look at the project in a different way and split the tasks down into more manageable sizes. It also helped when I began to delve deeper into specific types of vendors.
I think if this activity had come first then my research would have been more specific which could have been very insightful for my project as a whole. At this point I should have focused my research on casual dining restaurants and I was most interested by this area but also didn’t want to miss research opportunities.20
WHAT STYLE OF VENDOR SHOULD I BE FOCUSING ON?
VENDOR FOOTFALL
PRIC
E PO
INT
£££
£
£££££
THREE DIFFERENT STYLES OF VENDOR
High end fine dining
Casual dining restaurant
Independent cafe
(Ove
rall)
(Per day)
I knew that customer demands through different styles of vendors varied but I didn’t know what was most important to certain demographics.
CONSUMER DEMANDS
WHAT MAKES OR BREAKS A CUSTOMERS EXPERIENCE OF A SERVICE?
GOING FORWARD
INSIGHTSQuick service is key to keeping a customer satisfied with an experience.
I will look at a method of providing a quick, consistent service which could be customer or employee based.
Without using three different research techniques I would not have been able to get the spread of answers and feedback that I received. The three different methods sat well in line with the style of vendor.
The responses I received from Blakes cafe were not as valuable as I hoped they would be. Customers were answering specifically for that vendor where as I wanted to get feedback as a whole.22
COMMENT BOX SOCIAL MEDIA POLL CUSTOMER REVIEWS
I needed to find out what employees liked and disliked about their jobs, so I compared the results in parallel to find trends in the responses.
EMPLOYEE SATISFACTION
WHAT MAKES EMPLOYEES JOBS DIFFICULT IN THE VENDORS?
GOING FORWARD
INSIGHTSWorking in the sector is not desirable, employees are generally working in their jobs for monetary reasons.
Long and difficult tasks are very demotivating.
When an employee is more motivated the quality of service provided is generally better as a direct result.
I will specifically consider the employees interaction to ensure the design outcome has maximum impact.
Working within the industry meant that I knew a lot of people who also did. This made gathering information quicker as I could send them specific questions I needed answers to. I was able to confirm my findings with these people throughout my project which kept me reassured that I was driving the project in the right direction.
The questionnaire that I put together was quite restricting and some of the respondents did not answer the questions to their full ability therefore affecting my research quality slightly.24
“I dislike customers that are rude and think they know more than you”
“Compliments from the customer make me smile when I’ve had a busy shift”
“Customers being particularly understanding when the
restaurant is busy”
SURVEY MONKEY
EMPLOYER PERSPECTIVES
WHAT INCREASES THE MOTIVATION OF AN EMPLOYEE IN THIS SECTOR?
I interviewed influential managers within each of the different vendors to find out what affects employee motivation and what they do.
GOING FORWARD
INSIGHTSEmployees do not care enough to be constantly motivated.
Praise of an employee directly from the customer is more motivating than internal reward schemes.
I will look at how praise from a customer could be harnessed within my design proposal.
Getting feedback from managers within each style of vendor really helped me. It made me keep my eyes open to the bigger picture that a design intervention would not just impact the employee.
If I were to have done this activity earlier I would have gathered insight quicker to drive my project more. The questions were specific and so the answers were very limited and focused.26
MANAGER TEAM LEADER AREA MANAGER
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KEY FINDINGS
WHAT WERE THE KEY INSIGHTS FROM MY RESEARCH?
As the exploration phase of my project began to come to a close I revisited my brief to see if I had come to any solid conclusions about the research area. I knew that my research still felt quite broad meaning that there was not a specific area/demographic/outcome but I knew the insights I would have to use to guide my design proposal.
Praise of an employee directly from the customer is more motivating than internal reward schemes.
The service aspect is the most important factor for the average customer.
The restaurant and cafe market is worth £83.9bn.
Customers like transparency and to be kept in the know when they are using a service.
When an employee is more motivated the quality of service provided is better.
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EXPLORATION FEEDBACKI knew that I needed to make some decisions but me being me didn’t want to. I reflected on what information I had gathered from the different sources and looked at how they could progress my project.
Make more decisions earlier to benefit my final outcome.
Come to a conclusion on where this research takes me.
What do I think the project will be?
Who do I need to do next to further this?
How will I do my research?
DEFINE MY OPPORTUNITYHOW DOES MY RESEARCH AFFECT MY DESIGN DIRECTION?
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KEY FOCUS AREAS
REDEFINED BRIEF #1 AND GROUP IDEATION
REDEFINED BRIEF #2 AND CONCEPT GENERATION
CONCEPTUAL OR COMMERCIALLY VIABLE?
FURTHER QUESTIONS
LETS BE MORE SPECIFIC
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LITERATURE REVIEWS AND OUTSIDE VALIDATION52APPLICATION USER JOURNEY REVIEWS 56DEFINING DECISIONS60
CURRENT EXPERIENCE FLOW50
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KEY FOCUS AREAS
Experience reviews
Customer control over their experience
Speed of service
Employee mot ivat ion
My proposal was still quite vague at this point so highlighting my ‘key focus areas’ was very useful. It allowed me to be more specific about my project and create my redefined brief.
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REDEFINED BRIEF #1
“ I will design a method for customers to take control of the service they receive from the vendor to ensure they receive a quick service with a way they can review their experience.
GROUP IDEATION
USING MY INSIGHTS TO PROVIDE SCOPE FOR IDEAS.
GOING FORWARD
My peer group helped me find a starting point for some ideas, as a general I find it difficult to begin projects unless I can visualise what direction I want to take it in. We began with what I knew the project could form to and what I thought the project could be.
I knew from this activity that my design would be a service either for the customer to take control of their experience or to simplify an employees job process.
Ideating around each others projects allowed us to get other outside perspectives on our findings. This helped with finding direction for the next stage as I had begun thinking in a very linear manner.38
INSIGHTSI found that I wanted to push my design outcome towards a service rather than a product.
LETS BE MORE SPECIFICI rephrased how I was thinking about the project as I had come to a slight mental block constantly thinking about things in the same way so this was very useful.
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REDEFINED BRIEF #2
“ I will put customers in control of the service at casual dining restaurants harnessing a digital aid which will ensure employees jobs are simplified.
CONCEPT GENERATION
WHAT ARE MY RESTRICTIONS?
I used my second brief as the basis for some more ideation. This made me again look at my project differently in order to force me into making some more decisions and answering some further questions.
GOING FORWARDI needed to collate my ideation into categories to create specific concepts as a method of grouping them into some sort of order.
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INSIGHTSI first need to decide if I want to take my project down the conceptual or commercially viable design route.
This gave me further constraints to guide my project which in turn pushed me into making decisions. I further knew that I would be designing a service.
KEY AREAS TO EXPLORE
Conceptual or commercial ly v iable.
Customer service journey.
Increasing technology presence within the sector.
CONCEPTUAL OR COMMERCIALLY VIABLE?As a creative thinker I originally wanted to pursue a conceptual design direction as there was more scope for design influence but as I began to ideate around the two areas the commercially route appealed more.
SPECIFIC INTERESTS
GOING FORWARDThe commercially viable route provided me with more scope as I find viable designs easier to visualise. I will need to analyse the current experience flow is for the average customer.
Collecting my favourite ideas into two specific concepts helped me make a key decision which would help me visualise my project.
I wish I had done this stage earlier in the project. It would have helped me progress a lot more as the majority of my crucial decisions on the project are made after this point.46
INSIGHTSI found that I liked thinking about the commercial viability of the project rather than creating a futuristic concept.
CONCEPTUAL RESTAURANTA futuristic restaurant that harnesses high level technology to provide the customer the best possible experience.
Personalised menus, environments, and scenarios to suit all users.
Based in the future on technology predictions. (30 years time frame.)
COMMERCIALLYVIABLE SERVICE
A service to operate in parallel with existing vendors harnessing digital technology or
innovations to enhance the customer experience.
Putting the user in control of their experience.
Currently viable for the market(Designed for the market in 18 months.)
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FURTHER QUESTIONSAfter deciding I wanted the project to be commercially viable and key focus areas from my ideation stages I needed to answer some more questions to shape my direction further.
Being conscious of my time and how much work I needed to carry out to come to a specific design outcome I made sure these questions in the next stage were all ‘need to know.’
I assessed the contact points which complete a customers service within a range of different vendors.
CURRENT EXPERIENCE FLOW
GOING FORWARDI will focus my project on the three main stages of providing the service. Reservation/walk-in, ordering food and payment.
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WHAT ARE THE KEY CUSTOMER CONTACT POINTS THAT AFFECT THE EXPERIENCE WITHIN CASUAL DINING VENDORS?
CRUCIAL INTERACTIONS
INSIGHTSI identified the main contact points which are crucial to completing a user journey of a service.
There are a range of service interactions that are not required but do affect the customer satisfaction of a service.
At a crucial point in the project I decided to go on holiday for 14 days, brilliant decision. Whilst I was away using the time to carry out crucial research was extremely beneficial. Dining out twice a day helped me assess the customer contact points and the general flow which were both a focus of mine.
LITERATURE REVIEWS
WHAT LEVEL OF TECH WOULD BE APPROPRIATE?
The presence of tech within the hospitality and tourism sector is slowly increasing. I read multiple articles and had conversations with customers from the sector to see if it would appeal to them.
GOING FORWARD
INSIGHTS
OF THE UK OWN SMARTPHONES93%
*Offcom market review 2015
*
Technology in this sector does not appeal to all users but the majority find it exciting.
Any new technology would have to interact directly with current services to be desirable for the majority of users.
I will need to review the technology that is currently used by customers within the sector.
I will try get in contact with the author of the articles to get more information on the market and how my concept would fit in the market.
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http://rmagazine.com/
OUTSIDE VALIDATIONI contacted the author of the articles and blogs I has analysed to gather further feedback on my direction. I messaged him through Linked In and then held a Skype call which was very helpful and informative.
Joseph Lomeli is an editor and contributor to Restaurant Magazine, an blog and online magazine which influences executives within the market I am exploring. His articles are focused on the presence of technology within the market.
JOSEPH LOMELI
GOING FORWARD
INSIGHTS
I need to analyse the smartphone applications currently available that are similar, I will be able to gather key information regarding specific user flows which will help me later.
My design will have to directly benefit users, possibly in some form of reward scheme.
Customers within the sector generally adopt new technology easily if it is fun, easy to use and benefits them in some way.
Vendors will not be enticed to ‘buy into’ a new service unless they can see the benefits.
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AM I MAKING THE RIGHT DECISION PROPOSING A TECHNOLOGY BASED DESIGN SOLUTION?
As a general how is technology received within the sector?
“Tech within the sector is growing year on year... Managers and owners of businesses both large and small are beginning to
understand the value that systems can offer to their business.”
“Users don’t tend to access web sites through web-based sites anymore unless it is the only method... The majority of customers nowadays own smartphones so an application
would be more appealing to both customers and vendors.”
How do customer best interact with digital services?
I there anything I should avoid when designing a digital solution to my findings?
“Businesses are put off by high implementation costs. If the design were to be openly accessible to all at a low cost then it would be better received and have higher uptake rates.”
APPLICATION JOURNEY REVIEWSI carried out experience reviews of the most similar application which allows customers to take control of their experience.
CAKE QKROPEN TABLE PAYPAL
GOING FORWARD
INSIGHTS
I will analyse the most similar application to find areas which are easy to use and not so easy to use, this will allow me to refine my user journey.
Different applications focus on specific parts of the user flow, these gave me ideas around how to enhance the user journey for my concept.
Having the whole process within one service would be helpful as you wouldn’t have to swap between providers.
Human interaction is proven to slow a service and allows more area for a lower level of customer service.
This was a very valuable task, it allowed me to see what competition there was on the market and how my design solution would be better. I needed to ensure that if I were to introduce a similar concept then it would need its own USP.
After doing these reviews I kept referring to my project as an ‘application’ which meant I began to thing very linear about it. I needed to refer to it as a service as it would not simply stand alone, it would interact with current service.56
WHAT SMART PHONE APPLICATIONS PROVIDE A SIMILAR SERVICE?
QKR APP JOURNEY
HOW DOES IT WORK FOR DIFFERENT USERS?
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GOING FORWARD
INSIGHTS
When designing my service I will take into consideration the bad and good points from the review.
The sign up process was very difficult, if you were doing it in the restaurant then it was lengthy and had irrelevant questions.
You could not find a vendor based on location just distance.
Having to enter a code to join a table was inconvenient in a loud busy environment and involved further taps through the app.
No ‘review’ section for feedback to the vendor.
I gathered crucial research on the user flow of similar service. This review kept me focused when thinking of the user journey through my service and the interactions it will have with current services.
To enhance the user flow of my service I experienced the QKR app and the stages you had to go through.
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DEFINING DECISIONS
WHAT ARE MY SPECIFIC CRITERIA?
Taking into consideration the research, conversations I had with my target audience I made some crucial decision on my project.
I want the project to be a d ig i ta l service for the user.
I need to have a method of reviewing a service.
I needed to keep the users informed throughout .
DEVELOP A CONCEPTWHAT IS IT GOING TO BE? HOW AM I DEVELOPING IT?
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REDEFINED BRIEF #3
PROPOSED SERVICE
PAPER PROTOTYPE AND TESTING
STAKEHOLDER CONTACT POINTS
WIRE-FRAME DEVELOPMENT
SERVICE INTERACTION POINTS
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78TECHNOLOGY RESEARCH80USER EXPERIENCE DESIGNER FEEDBACK82BUSINESS ANALYST FEEDBACK84
FURTHER QUESTIONS86
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REDEFINED BRIEF #3
“ I wi l l design a new method for customers to book, order and pay for their food or dr inks within casual d ining restaurants to g ive them enhanced control over their d ining experience in casual vendors.
PROPOSED SERVICEI used my current concept and brief to create a very basic user flow of the service I had been thinking about as a starting point. This allowed me to think about my next steps and how I would execute it.
WHAT IS THE BASIS OF MY CONCEPT?INSIGHTS
I will need to figure out the interaction points my service will have with the customer. This is prompt further questions and allow me to refine the user journey through the next steps of prototyping.
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I found the basic flow of the application and how it would work.
I highlighted the physical interactions the service would have with current services.
GOING FORWARD
This kept me conscious that the service would have a physical product interaction I would also have to design. I needed to factor this into my time-frame to complete the project on time.
The user flow was very basic so didn’t teach me a lot apart from that I needed to do more designing.
PHYSICAL INTERACTION WITH CURRENT SERVICES
SERVICE INTERACTION POINTS
HOW WILL A CUSTOMER INTERACT WITH MY SERVICE?
I used prior research to form the basis of the contact points customers would have with my application.
GOING FORWARD
INSIGHTSThis told me the contact points that the customer would interact with whilst using the service.
I will mock up a basic user flow in a paper prototype to see how the service will work. This will be tested in a casual dining restaurant.
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Putting the interactions in order on a timeline allowed me to visualise the concept and how it would work which was very useful.
PAPER PROTOTYPEWith previous UX experience I knew the structure of how the service would function in my head which was developed from my contact point timeline.
GOING FORWARD
INSIGHTSThe service process can be broken down into four stages, this will help me when working out the flow of each which is more manageable than trying to design a whole service in one shot.
BOOKING
ORDERING
PAYMENT
REVIEW
When testing I will be able to see get feedback on which sections worked well, this will give me further focus areas.
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Mocking up the user flow of the application was quick and easy to do using paper as mistakes did not have a great impact on the ideation.
INITIAL PROTOTYPE TESTING
DOES IT WORK? IS THE FLOW RIGHT? HOW DOES IT FEEL?
I tested the concept in a casual dining restaurant which is inline with my target vendor and went through the experience step by step asking the user to try be independent in using it but some stages she did need prompting.
GOING FORWARD
INSIGHTSShe found the concept very exciting as she likes to use her smart phone and regularly eats out.
I will need to consider how to interacts with current services.
The process needs to be smoother and the physical interactions with current services need to be specifically looked at.
After testing I needed to reconsider all the stakeholders.
If the prototype were to have been in a booklet it would have been easier for the tester to flick between sections. It also did not allow for any interaction flow as I had to find screens after the actions were completed.
Testing the general flow was very helpful and highlighted a number of areas that I could develop with further iteration or technology.
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VENDOR SEARCH BOOKING TABLE CONFIRMATION
REVIEW SERVICE
The user would see a list/map view of the nearby restaurants that support the service which fit with their preferences.
Available time slots for the specified number of diners is shown allowing the user to book their preferred time.
A confirmation screen would re-iterate the users booking for them to ensure that they have done it correctly.
When they leave the restaurant they are prompted to review the service providing analytics for the vendor to improve service.
PAPER APP USER FLOW
BOOKING
REVIEW
GOING FORWARD
INSIGHTSThe proposed flow was good. It took the user through all of the stages they would have to carry out but having to check in and link the table to your account was a bit difficult.
I realised that different customer scenarios would have a different flow through the service such as bookings or walk-ins.
I will research into technology that could be harnessed in the check-in stage of the process and further develop the concept.
I needed to consider how the service would interact with current services, stakeholders and different user scenarios.74
‘CHECK-IN’ LINK THE TABLE VIEW MENU ADD DISHES
WAIT TIME PAYMENT REVIEW ORDER
The user is required to check-in to the vendor to alert the staff they have arrived and an order will be through shortly.
To assign the users account to the table a QR code on their table can be scanned linked food ordered through the app to their specific table.
The menu is available for all diners to order through the application.
Dishes are added to the users ‘basket’ allowing them to review their order before purchasing.
They are provided with an estimated time before their food will be served to keep them in the know.
Payment is taken immediately made using the card they have registered on their account.
User are able to review their order before they make payment to check everything is in their basket giving them full responsibility of checking.
ORDERING
PAYMENT
ORDER SERVEDDishes are sent from the kitchen to the linked table on the users profile.
CONSUME
STAKEHOLDER CONTACT POINTS
HOW WILL THE STAKE HOLDERS INTERACT WITH MY SERVICE?
I took a step back and re-considered the main stakeholders of my concept and how it will affect them throughout the user journey. This gave me specific questions I needed to answer which would further my project.
GOING FORWARD
INSIGHTSI found that different stakeholders would have different interactions specifically the customers and the vendors but I also needed to consider how the actual business would benefit from such a concept.
I needed to redo my paper prototyping. To ensure I had thought about my user flow I arranged to meet with a UX designer to get further feedback and direction on how to process would run smoother.
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If I done this process before the beginning my prototyping I would have found more insight from my design research. This is will need to be focused on in the next prototyping activity.
This allowed me to consider at what point the different stakeholders of the service would interact with it which gave me scope for development
WIRE-FRAMING DEVELOPMENTI took a step back and restructured the user flow of my design proposal. I considered influence from research of current services and the feedback gathered from previous prototyping.
VENDOR SELECTION ‘CH
ECK
-IN
’
ACCOUNT ACCESSLOADING
I need to research tech and how i t could benef i t my design in th is area.
Simple sign up process with personal preference options for better experience.
Easy to view vendors, key information clearly displayed, map/direction function for users unfamiliar to the area.
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PAYMENTORDERING REVIEW
GOING FORWARDINSIGHTSI found that the was scope for introducing further tech to my concept such as iBeacons which could benefit my user flow.
I needed to meet with a UX designer to discuss if this was viable and would work in they intended way.
Menu clear to understand and easy to use. The service would
remember what users have previously ordered and suggest
different options.
Wait time or food process displayed
to add clarity to the user as they want to be kept in the know.
Required to review their experience using a simple
1/5 rating before next use of service to provide analytics info for vendor.
TECHNOLOGY RESEARCH
HOW CAN THE USE OF iBEACONS ENHANCE THE INTERACTION?
Considering the interaction I highlighted from my user journey I researched how technology could enhance this.
GOING FORWARD
INSIGHTSiBeacon technology is cheap to implicate.
The chip is small and very low energy so it can be applied to a range of different applications.
It can be programmed to display different information on a smartphone at different distances.
They can estimate distance within an indoor environment to location accuracy such as tables.
I will use the technology in order to enhance the ‘check-in’ process and linking the users table or other friends to their account. The user flow for this will have to be considered further.
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As I found the technology is cheap to implement this gave me more design scope behind the concept as the costs would be low. This fits in with my cost criteria.
NOTIFICATION
1
USER EXPERIENCE DESIGNER FEEDBACK
WHAT DO I DO NEXT? AM I DOING THINGS RIGHT?
After my contact point analysis and prototyping I met with a UX designer who gave me feedback on my concept and the progress I had made.
GOING FORWARD
INSIGHTSI needed to consider all of the stakeholders involved with my proposed service not just the customer side of it.
There are more stages that need to be included than I thought originally thought to make it work correctly.
She suggested that I should do a service blueprint to see how each stakeholder will interact with the service.
I needed to make a digital prototype to test a real user flow as apposed to a paper flick through.
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This was very valuable as she made me think about things that I hadn’t previously considered. She liked the paper prototype but mentioned that the actual interactions with the application would not be testable until I had mocked up an actual working digital prototype.
BUSINESS ANALYST FEEDBACK
HOW WOULD THE SERVICE BE BENEFICIAL AND PROFITABLE?
To not ignore the business interactions the service would have, I met with a business analyst to get feedback on the concept, user journey and how it would be viable for the market space.
GOING FORWARD
INSIGHTSThe concept will have to be beneficial and not put strain on staff by changing their behaviour too much.
To roll the concept out in a range of vendors the user flow would be different in each.
Resale of analytic data ie reviews of the vendors could be resold which could be a huge income for the service.
I will need to decide on a specific vendor to design the infrastructure of the service. Sections can then be tweaked to specific vendors, this will make my design process flow better.
84
This activity made me think about how my service could be implemented in the market and rolled out to vendors. Something i needed to consider throughout my design process.
With little experience in product pricing and general marketing I was a little scared by this as I felt a bit out of my depth. I wanted to get the user flow correct before considering the business case.
86
FURTHER QUESTIONSFrom creating the stakeholder contact point timeline I uncovered specific questions which would help me further my project. Some of these were crucial to the success of my project but some of them were just things that would be nice to know. I categorised these in order to try and do things in some sort of chronological order which made sense.
NEED TO KNOW QUESTIONS
GOING FORWARDI will focus on answering these questions through design iteration, testing and modeling my concept through the next few stages.
EVALUATION AND DEVELOPMENTWHAT ARE MY NEXT STEPS?
88
CONCEPT REVIEW90
FURTHER QUESTIONS92
FINAL TIMELINE94
90
CONCEPT REVIEW
WHAT DO I NEED TO PAY MORE ATTENTION TO?
I discussed my direction with my tutor and spoke to my external contacts about where I wanted to take the project.
Don’t th ink about the service as s imply an app, I need to consider the whole user journey.
Consider the smaller interact ions the customer would have the wi th service.
Create a user that covers al l o f the interact ions.
92
FURTHER QUESTIONSI reviewed my findings and my direction with my peers to see if there were any areas that they felt would cause me problems developing my service journey. This highlighted a few areas that I had already considered.
GOING FORWARDI needed to come up with a timeline to keep me on track through the next stage of my design process, this would take me up until the final hand-in.
I know that the service will have to have...
An awareness campaign.
A digi ta l Smartphone appl icat ion.
Some physical interact ion point .
A promotional user journey v ideo.
DEVELOP
FINAL TIMELINEI created a timeline of my activities I needed to carry out in order to come to a solid design outcome based on my previous research and questions still to answer.
MA
RCH
APR
IL
CJ1HAND-IN
REVIEW
PANIC
94
F INALISE CONCEPT BRANDING FINALISE
BRANDING
FEEDBACKUSER JOURNEY
TESTING
FEEDBACK
INTERIM
SERVICEBLUEPRINT
FINALISESERVICE
BLUEPRINTFINALISE
INTERACTIONS
FINALISE BRIEF
DELIVER
MAY
F INISH
FINALAPPLICATION
BUILD
BUSINESS BENEFITS
PHYSICAL INTERACTION
MAKING
CAMPAIGN & PROMOTIONAL
VIDEO
MAJOR HAND-IN
CJ2HAND-IN
COLLABORATION ANDEXTERNAL FEEDBACK
REVIEW
REVIEW
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