BACKGROUND SERVICE DESIGN

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 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.

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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


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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BACKGROUND SERVICE DESIGN

Documents

Transcript of BACKGROUND SERVICE DESIGN