The Project
My team was tasked to improve the service at The Olde Pink House.
We did this by identifying stakeholders, researching the current experience, creating a journey map, evaluating touchpoints/pain points using CX principles, creating a service blueprint, and proposing new elements to meet needs/expectations.
ROLES:
SERVICE DESIGNER, HEAD UX RESEARCHER, PROJECT MANAGER
Phase 1
Discovery + Research
Research Methods Used
Discovery Matrix, Customer Observation, Mystery Customer Dining, Employee Interviews, Employee Surveys, and Qualitative Consumer Data Collection.
Phase 1 Deliverable
We created a journey map to summarize our research visually and demonstrate the current experience of the restaurant.
I later created User Personas in my revisit of this project.
I also created a storyboard for each of the personas to create a deeper connection with the customers and drive empathy.
Goal
We identified the stakeholders and conducted research to understand the current state of the experience.
The first thing we needed to find out was who our users were.
-create personas based on the new user research affinitization of reviews. sort the data into groups based on the types of customers.
first group split is the Walk-in and reservation
“the anniversary daters” “the family trip” “the birthday girl” “the night out in the tavern”
Next we needed to understand them. What are there needs, and where is the service underdelivering to their expectations?
We also needed to find out what the service was from beginning to end. and assess our current state of discovery and research
Lastly we wanted to understand and experience the service from the customer perspective. we did this by undercover dining
Stakeholders that directly contact the customer
Board Runner
Host
Server
Manager
Using this research matrix, we were able to evaluate the current state of our research progress and outline what more we needed to learn, and how we planned to obtain the data.
We created this visual interaction map to understand the restaurant by zones and placed the main actions and players from the employee interview data collected.
This helped us evaluate the internal state of the service and identify the silos.
I performed observations of the service from beginning to end and created a linear chronological timeline.
*In my revisiting of this project I took this information and visually translated it into a story.
My team and I recorded notes during our undercover dining experience and seperated them into general posivities and negatives.
From the negatives we found any corresponding customer data points and lightlighted this pain point. (in what deliverable?)
Results from Server interviews and Surveys
Figure out how to group this information in a way that makes sense, maybe into two phases? customer discover and experience discovery?
what is the difference between discover and research? search?
Project Revisit and Updates
implemented storytelling by reviewing data and with new skils and knowledged improved project
The identified pain points above are directly quoted reviews from customers that we retrieved on Yelp.
Employee Survey
(6 Respondents)
PHASE 2
Blueprinting
The pain points are leveled by the decline in the customer’s emotional journey. Yellow and Orange show the areas that need to be improved, and Red identifies critical points in the total satisfaction of the customer’s experience.
We evaluated the touchpoints/pain points using the CX principles and looked at the entire customer journey.
We visualized the entire current service process using a service blueprint.
Phase 3
Future State Ideation
From studying the current blueprint, and affinitization of our research, we ideated and proposed new elements in the experience to meet the needs and expectations of dining at The Olde Pink House.
We orchestrated an ideation session with our team members. From our research and collection of customer reviews, we landed at these 10 insights below.
We integrated these light and medium green impactful solutions in the future service blueprint below. These “New!” marked changes solve all 10 of the pain points identified in our insights above.
Phase 4
(Potential Implementation)
We referred back to the customer reviews during our ideation process, and wanted to clearly display the connection between each insightful review and the direct design intervention we proposed.
If we had more time and resources I’d like to thoroughly prototype and implement all of our proposed design solutions in the restaurant, and monitor the customer satisfaction changes in the new reviews.
Results and Reflection
This was my team and I’s first ever service design class. We had a lot of learning to do as we were working through the project. The team was only 3 people, but I was happy to take on extra responsibility and create something I was proud of.
I created the entire Service Blueprints from start to finish. I led all of the interviews and created the survey for employees.
I went above the required deliverables and fully designed the individual Current and Future state blueprints, instead of just current.
I led the affinitization of the insights into actionable improvements for the restaurant.