Embrace and Beyond Mobility:

Design for the Ideal Dining Experience
拥抱和超越移动性:

为理想用

体验而设计

工作坊:	
  	
  2011年11月11日

蔡文强	...
Ice	
  Breaker	
  Game
Trading	
  Cards

2
HOW TO PLAY
•

Use	
  5	
  minutes	
  to	
  create	
  you	
  personal	
  trading	
  card,	
  includes:
• Draw	
  your	
  o...
HOW THE TRADING CARDS MIGHT LOOK LIKE...

4
What do you hope to achieve or
learn from this workshop?

5
Workshop Objectives
•

Learn	
  the	
  techniques	
  to	
  sketch	
  the	
  Customer	
  Journey	
  

•

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

7
Service Design Characteristics
Customer	
  focus

Creating	
  services	
  that	
  provide	
  customers	
  with	
  a	
  gre...
Service Design Principles
User	
  centered:

Services	
  should	
  be	
  experienced	
  through	
  the	
  customer’s	
  ey...
Collaboration design is all about involving
stakeholders to co-design products or services

10
Collaborative Design
•

Collaborate	
  to	
  understand	
  the	
  nature,	
  opportunities	
  and	
  
constraints

•

Allo...
Why	
  does	
  dining	
  experience	
  matter	
  to	
  us?

photo	
  credit:	
  Kris.ne	
  Arellano

12
Connecting the dots...

The	
  main	
  focus	
  of	
  the	
  workshop	
  is	
   Service	
  Design

The	
  techniques	
  we...
Case Study 1: Retail Design

Touch
Taste

Smell

Colour

Sound

14
What	
  are	
  the	
  emotions	
  
when	
  you	
  step	
  in	
  this	
  restaurant?	
  

15
Who	
  would	
  you	
  like	
  to	
  dine	
  with?
16
What	
  kind	
  of	
  cuisine	
  do	
  you	
  expect	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	...
Focus	
  in	
  ef9iciency	
  and	
  optimizing	
  space	
  to	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ...
Case Study 2:
Customer Service Design
19
Case	
  Study	
  credit:	
  Craig	
  Stover	
  Industrial	
  Design

20
Case	
  Study	
  credit:	
  Jeff	
  Howard

21
Discovered	
  many	
  sources	
  of	
  error,	
  including	
  
numerous	
  points	
  of	
  	
  “translation”	
  where	
  
...
How	
  do	
  you	
  want	
  to	
  be	
  served

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  by	
  the	
  servi...
Case Study 3: Food Management

24
‣

‣

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

‣

Tropical S...
McDonald

Wendy’s

Inventory	
  turn	
  rate	
  of	
  

Inventory	
  turn	
  rate	
  of	
  

3.79	
  days

9.10	
  days

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

27
How	
  do	
  you	
  preserve	
  the	
  food	
  inventory	
  effectively?

28
Deciding what to
eat and
where to dine?

Case Study 4:
Marketing to your Target Audiences

29
•

over	
  500,000	
  Club	
  Veg	
  members

•

Tried	
  two	
  interactive	
  email	
  campaigns	
  
for	
  upcoming	
  ...
Engage	
  customers	
  with	
  photos	
  and	
  listen	
  to	
  feedback

31
Staff	
  actively	
  engage	
  in	
  comments	
  and	
  discussion

32
Witty	
  advertisements	
  through	
  social	
  media

33
How	
  do	
  you	
  decide	
  
what	
  to	
  eat	
  and	
  where	
  to	
  dine?

34
Workshop	
  Activity	
  -­‐	
  Part	
  1
Role-­playing	
  and	
  Brainstorming
Role-­Playing

Service Staff

Chefs

Restaurant Owners

Dining Customers

36
Personas
Possible	
  considerations:
•
•

Managing	
  the	
  food	
  supply	
  chain

•

Restaurant Owners

Attracting	
  ...
Personas
Possible	
  considerations:
•
•

Orders	
  coming	
  in	
  are	
  clearly	
  written

•

Chefs

Spacious	
  kitch...
Personas
Possible	
  considerations:
•
•

Getting	
  the	
  orders	
  right

•

Service Staff

Attentive	
  to	
  customer...
Personas
Possible	
  considerations:
•
•

Reservations	
  vs	
  Walk-­‐in

•

Dining Customers

How	
  to	
  decide	
  whi...
Activity Objectives
•

Brainstorm	
  ideas	
  on	
  the	
  ideal	
  situation	
  base	
  on	
  your	
  role	
  
assigned

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

42
3-12-3 Brainstorm
3	
  Minutes:	
  Generate	
  a	
  Pool	
  of	
  Aspects
Write	
  down	
  as	
  many	
  ideas	
  as	
  po...
Brainstorming Tips
DO
1. Stay	
  focused	
  on	
  the	
  problem
2. Quantity,	
  not	
  quality
3. Encourage	
  wild	
  id...
Brainstorming Tips
DON’T
1. The	
  boss	
  speaks	
  Nirst
2. Take	
  turn
3. Ask	
  expert	
  only
4. No	
  silly	
  stuf...
Ideas	
  Sharing	
  by	
  Groups
3	
  mins	
  each	
  group

46
Tea	
  Break	
  -­	
  20	
  mins
Ideas on leveraging mobility solutions

48
•

Take	
  an	
  order	
  as	
  the	
  customer	
  speaks

•

Easily	
  make	
  adjustments	
  on	
  order

•

Assess	
  o...
Examples

50
Possible	
  concept	
  to	
  explore

51
What	
  role(s)	
  mobility	
  devices	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  can	
  play	
  in	
  your	
  dining	
  jou...
Workshop	
  Activity	
  -­‐	
  Part	
  2
Collaborative	
  Design
Regrouping	
  participants	
  into:
•

Restaurant	
  Owner	
  x	
  1

•

Chef	
  x	
  1

•

Service	
  staff	
  x	
  1

•
...
Define parameters from brainstorm
ideas for collaborative design

55
Activity Objectives
•

Explore	
  customer	
  journey	
  and	
  touch	
  points	
  from	
  the	
  
perspective	
  of	
  an...
Focus	
  on	
  the	
  customer	
  touch	
  points
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  throughout	
  the	
  dining	...
It’s	
  not	
  about	
  designing	
  the	
  UI	
  of	
  an	
  mobile	
  app
58
Technique	
  1	
  -­	
  Customer	
  Journey	
  Map

photo	
  credit:	
  Jason	
  Furnell

59
Technique	
  2	
  -­	
  Story	
  Boarding

photo	
  credit:	
  Jason	
  Furnell

60
Recommended Design Process
1. DeNine	
  the	
  restaurant	
  concept	
  as	
  a	
  team
2. Decide	
  the	
  technique	
  t...
Group	
  Design	
  Activity
60	
  mins	
  for	
  every	
  group
Recommend	
  to	
  start	
  wrapping	
  up	
  the	
  desig...
Design	
  Presentation
5	
  mins	
  each	
  group

63
ReIlections	
  on	
  the	
  Exercise
10	
  mins

64
Recap	
  /	
  Question	
  &	
  Answers
10	
  mins

65
66
Contact Details

蔡文强	
  Raven	
  Chai

李毓修	
  Li	
  Yu-­Hsiu

创始人及首席咨询师
UX	
  Consulting

使用者经验总监
峰科技

主要发起人
新加坡	
  UXSG	
...
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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

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A workshop conducted in User Friendly China Conference 2011 on "Design for the Ideal Dining Experience".

We have great fun facilitating different teams in designing some restaurant concepts that are beyond imagination.

Speaker:
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

Published in: Design, Business, Technology
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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

  1. 1. Embrace and Beyond Mobility: Design for the Ideal Dining Experience 拥抱和超越移动性: 为理想用 体验而设计 工作坊:    2011年11月11日 蔡文强  Raven  Chai 李毓修  Li  Yu-­Hsiu 创始人及首席咨询师 使用者经验总监 UX  Consulting 峰科技 主要发起人 主要发起人 新加坡  UXSG  Group 台湾  UiGathering
  2. 2. Ice  Breaker  Game Trading  Cards 2
  3. 3. 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 3
  4. 4. HOW THE TRADING CARDS MIGHT LOOK LIKE... 4
  5. 5. What do you hope to achieve or learn from this workshop? 5
  6. 6. 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 6
  7. 7. Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. 7
  8. 8. Service Design Characteristics Customer  focus Creating  services  that  provide  customers  with  a  great  experience  while   helping  them  to  get  their  jobs  done. Inter-­discipline Employs  and  adapts  tools  &  methods  from  various  disciplines  such  as   product  design,  interaction  design  &  graphic  design,  social  sciences  etc Process It  is  a  concrete  application  of  the  design  thinking  process. Branding Deploying  consistent  brand  value,  brand  perception  and  branded   content  across  multiple  channels  &  touch  points 8
  9. 9. 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. 9
  10. 10. Collaboration design is all about involving stakeholders to co-design products or services 10
  11. 11. 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 11
  12. 12. Why  does  dining  experience  matter  to  us? photo  credit:  Kris.ne  Arellano 12
  13. 13. Connecting the dots... The  main  focus  of  the  workshop  is   Service  Design The  techniques  we  are  adopting  is   Collaborative  Design The  scenario  we  are  setting  is Dining  Experience 13
  14. 14. Case Study 1: Retail Design Touch Taste Smell Colour Sound 14
  15. 15. What  are  the  emotions   when  you  step  in  this  restaurant?   15
  16. 16. Who  would  you  like  to  dine  with? 16
  17. 17. What  kind  of  cuisine  do  you  expect                                                                                this  restaurant  to  serve? 17
  18. 18. Focus  in  ef9iciency  and  optimizing  space  to                                                            encourage  higher  turnover  rate? 18
  19. 19. Case Study 2: Customer Service Design 19
  20. 20. Case  Study  credit:  Craig  Stover  Industrial  Design 20
  21. 21. Case  Study  credit:  Jeff  Howard 21
  22. 22. Discovered  many  sources  of  error,  including   numerous  points  of    “translation”  where   problems  were  more  likely  to  happen Starbucks Coffee • 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. Case  Study  credit:  Scoresby  Interac.ve 22
  23. 23. How  do  you  want  to  be  served                            by  the  service  staff? 23
  24. 24. Case Study 3: Food Management 24
  25. 25. ‣ ‣ Aim  to  be  the  choice  for  a  higher  quality,   healthier  way  of  life ‣ Tropical Smoothie Cafe Franchise  in  United  States,  over  300  operating   locations Continue  providing  customers  with  high-­‐ quality  food,  while  reducing  food  cost ‣ Explain  food  shortage  and  reduce  unaccounted   for  inventory • 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 Case  Study  credit:  micros  system 25
  26. 26. McDonald Wendy’s Inventory  turn  rate  of   Inventory  turn  rate  of   3.79  days 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.” Case  Study  credit:  Joshua  Kennon 26
  27. 27. How  do  you  design  the  inventory  process  to  keep  the  freshness  of  the  food? 27
  28. 28. How  do  you  preserve  the  food  inventory  effectively? 28
  29. 29. Deciding what to eat and where to dine? Case Study 4: Marketing to your Target Audiences 29
  30. 30. • 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. Case  Study  credit:  Laurie  Lande 30
  31. 31. Engage  customers  with  photos  and  listen  to  feedback 31
  32. 32. Staff  actively  engage  in  comments  and  discussion 32
  33. 33. Witty  advertisements  through  social  media 33
  34. 34. How  do  you  decide   what  to  eat  and  where  to  dine? 34
  35. 35. Workshop  Activity  -­‐  Part  1 Role-­playing  and  Brainstorming
  36. 36. Role-­Playing Service Staff Chefs Restaurant Owners Dining Customers 36
  37. 37. Personas Possible  considerations: • • Managing  the  food  supply  chain • Restaurant Owners Attracting  customers Manpower  and  stafNing  matters • Engagement  with  customers Focus  of  the  brainstorming  session • Sales  &  Marketing • Purchase  of  food  supplies • Human  Resource 37
  38. 38. Personas Possible  considerations: • • Orders  coming  in  are  clearly  written • Chefs Spacious  kitchen  space Serving  the  dishes  out  together • Keeping  the  food  fresh Focus  of  the  brainstorming  session • Ensuring  the  quality  of  food  dishing  out • Kitchen  &  inventory  management • EfSiciency,  accurate  and  hygiene 38
  39. 39. Personas Possible  considerations: • • Getting  the  orders  right • Service Staff Attentive  to  customers Serving  the  dishes  in  the  correct  sequence • Accurate  bills Focus  of  the  brainstorming  session • Table  arrangement  (including  reservations) • Ordering  and  serving  of  food • Cashier 39
  40. 40. Personas Possible  considerations: • • Reservations  vs  Walk-­‐in • Dining Customers How  to  decide  which  place  to  dine? Browsing  food  menu  and  ordering • Service  received  and  quality  of  food 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 40
  41. 41. 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 41
  42. 42. What are the brainstorming techniques you have used or experience before? 42
  43. 43. 3-12-3 Brainstorm 3  Minutes:  Generate  a  Pool  of  Aspects Write  down  as  many  ideas  as  possible  in  post-­‐it  notes Use  “nouns”,  “verbs”  and  “simple  sketched”  if  you  can 12  Minutes:  Develop  Concepts Group  the  ideas  into  similar  categories Build  on  other  people’s  ideas Create  rough  sketches,  prototypes,  diagram  map  etc 3  Minutes:  Make  Presentation Present  overview  Nirst  before  drilling  into  details  for  each  category Articulate  ideas  using  keywords  and  short  sentences 43
  44. 44. Brainstorming Tips DO 1. Stay  focused  on  the  problem 2. Quantity,  not  quality 3. Encourage  wild  ideas 4. Defer  the  judgement 5. Add  on  top  of  other's  ideas 6. Break  assumption 7. Use  visual  or  verb  to  stimulate 8. Set  time  limit 44
  45. 45. Brainstorming Tips DON’T 1. The  boss  speaks  Nirst 2. Take  turn 3. Ask  expert  only 4. No  silly  stuff 45
  46. 46. Ideas  Sharing  by  Groups 3  mins  each  group 46
  47. 47. Tea  Break  -­  20  mins
  48. 48. Ideas on leveraging mobility solutions 48
  49. 49. • 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 49
  50. 50. Examples 50
  51. 51. Possible  concept  to  explore 51
  52. 52. What  role(s)  mobility  devices                    can  play  in  your  dining  journey? 52
  53. 53. Workshop  Activity  -­‐  Part  2 Collaborative  Design
  54. 54. Regrouping  participants  into: • Restaurant  Owner  x  1 • Chef  x  1 • Service  staff  x  1 • Customers  x  2 5  team  members  /  per  group 54
  55. 55. Define parameters from brainstorm ideas for collaborative design 55
  56. 56. 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 56
  57. 57. Focus  on  the  customer  touch  points                      throughout  the  dining  experience  journey photo  credit:  Jason  Furnell 57
  58. 58. It’s  not  about  designing  the  UI  of  an  mobile  app 58
  59. 59. Technique  1  -­  Customer  Journey  Map photo  credit:  Jason  Furnell 59
  60. 60. Technique  2  -­  Story  Boarding photo  credit:  Jason  Furnell 60
  61. 61. 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 61
  62. 62. Group  Design  Activity 60  mins  for  every  group Recommend  to  start  wrapping  up  the  design  at  45  mins  mark 62
  63. 63. Design  Presentation 5  mins  each  group 63
  64. 64. ReIlections  on  the  Exercise 10  mins 64
  65. 65. Recap  /  Question  &  Answers 10  mins 65
  66. 66. 66
  67. 67. Contact Details 蔡文强  Raven  Chai 李毓修  Li  Yu-­Hsiu 创始人及首席咨询师 UX  Consulting 使用者经验总监 峰科技 主要发起人 新加坡  UXSG  Group 主要发起人 台湾  UiGathering Email:  raven@uxconsulting.com.sg Contact  No.:  (65)  9338  1464 Email:  yuhsiu@gmail.com Contact  No.:  (886)  921  684  133

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