3. Hasith Panditharatne
Aly Agda | Uta Wolf
Re-design the website
to better reflect the Messina brand
&
Identify in-store opportunities
for better customer engagement
5. Hasith Panditharatne
Aly Agda | Uta Wolf
...a new mobile website
that allows customers to access
information more easily
&
...a more enjoyable way
to wait in line
11. Hasith Panditharatne
Aly Agda | Uta Wolf
9 staff 4 stores*in
We asked...
*Darlinghurst, Surry Hills, The Star, Parramatta
12. Hasith Panditharatne
Aly Agda | Uta WolfWhat your colleagues have said...
Messina is different from
others because of the
quality of the
product, the specials,
the many flavours, and the
music selection.
We get free gelato.
We like working here
because it is a strong
brand.
We bond as a team.
Work feels like fun.
There is a clear path of
career progression,
and it is well paid.
We are not too keen on
indecisive customers,
who take a long time to
choose flavours,
It makes our job harder
dealing with the other
customers.
We sometimes find it
hard to stand for a
long time.
-+
15. Hasith Panditharatne
Aly Agda | Uta Wolf
The quality and
innovative flavours
are our most favourite
things.
Queuing, no parking
and the price are our
least favourite things.
What your customers have said
We eat gelato
after a dinner or drinks,
when we’re socialising
with friends.
We would go elsewhere
for shorter queues,
better price, or more
convenient location.
Darlinghurst,
Surry Hills and Fitzroy
are our most popular
stores.
We’d like to find out more
about the
flavours and specials.
-+
19. Hasith Panditharatne
Aly Agda | Uta Wolf
BEN DENVER, 31
ILLUSTRATOR
PAIN POINTS
Long queues
Not enough seats
Far away store locations
No parking nearby
BIO
Ben is a creative mind with a love for fun music and great
food. He follows the latest posts on facebook and instagram
and is always on the lookout for the latest news and
innovative products that he can tell his friends about.
DEVICES USED
iPhone 6, Macbook, Tablet
SCENARIO
Ben catches up with his best friends over drinks and
dinner on a Friday night. They feel like going somewhere
for dessert afterwards, and are looking for a place that will
provide a new experience of flavours.
-
-
-
TECH PROFICIENCY
PURCHASE FREQUENCY*
SOCIABILITY
BRAND LOYALTY
MUSIC LOVER
+
+
+
*
- +
- +
* buys gelato several times a month
GOALS / NEEDS
Trying out the new specials
Being part of a reputable brand
Spending time with friends
“
I come
here to check out
the specials.
“
20. Hasith Panditharatne
Aly Agda | Uta Wolf
JESSICA HILL, 20
RETAIL ASSISTANT
PAIN POINTS
Cost of a scoop
Having to pay cash
Waiting for indecisive customers
GOALS / NEEDS
Trying many different flavours
Feeling welcomed by the staff
Enjoying quality gelato
BIO
Jessica lives with her parents and works in a boutique
fashion store. She enjoys making new friends and seeks out
places that have a good and relaxed vibe.
DEVICES USED
iPhone 4, Desktop PC
SCENARIO
Jessica is out with her girlfriends and talks about her
experience at Messina. She goes to the website and would
to show her the variety of flavours and explore gluten-free
options.
-
-
-
TECH PROFICIENCY
PURCHASE FREQUENCY*
SOCIABILITY
BRAND LOYALTY
MUSIC LOVER
+
+
+
*
- +
- +
* buys gelato once to twice a week
“
I go to
the website to find out
more about the flavours.
“
23. Hasith Panditharatne
Aly Agda | Uta Wolf
Retain queues
to advertise
the product
Shorten
waiting time
to buy
the product
faster
Customer & Business Goals
Customers Messina
Solution
Make queueing
more enjoyable
24. +
-
Hasith Panditharatne
Aly Agda | Uta Wolf
THOUGHTS /
FEELINGS:
SATISFACTION
BASELINE
DESIRE
FOR DESSERT
Content after an
evening out with
friends after din-
ner and drinks
Advertise that
waiting is made
more enjoyable
Sample Handouts.
Messina cart /
Food truck with
specials outside
shop. Allow to buy
from inside queue.
Educate. Entertain.
Add photos to writ-
ten menue. Door
host with tablet
advises customers
of new website
showing flavour
descriptions with
images.
Advertise which
flavours go well
together on tags
in gelato counter,
with summary of
ingredients.
Introduce eftpos,
card payment op-
tions.
Work with coun-
cil on branded
fun-gelato seat-
ing sculptures in
nearby parks to
divert customers to
a place to sit.
Excitedly discusses
where to go for
dessert, con-
sidering various
options.
Reminissing about
previous exper-
ince by looking at
photo gallery of
gelato on social
media.
Walking to store in
joyful anticipation.
Disappointed
to see the long
queues.
Considering
whether to go
somewhere else
Somewhat
frustrated about
having to wait
in line, but feels
welcomed by the
engaging door
host .
Looking forward
to tasting some of
the flavours, but
unsure about what
the gelato looks
like
Confused about
making a final
choice on the
flavours, after
reading menue
and now seeing
flavours flavours
displayed at
counter. Indeci-
sive, asking to taste
samples
Uncomfortable
that others had
to wait whilst
choosing /tast-
ing flavours. Not
sure whether final
flavours go well
together.
Surprised about
having to pay by
cash
Looking for
somewhere to sit,
but no available
seats.Somewhat
disappointed that
melting gelato will
have to be eaten
whilst walking.
Enjoys the quality
of the gelato and
tastes / compares
flavours with
those that friends
bought.
Plans on telling
otherfriends about
the experience.
EXPLORE
OPTIONS
REVIEW
FLAVOURS
STORE
LOCATION
GOOGLE
MAPS
FACEBOOK /
INSTAGRAM
MESSINA WEB
FACEBOOK,
INSTAGRAM,
GOOGLE
MESSINA
STORE
APPROACH
STORE
WAITING
IN LINE
REVIEW
MENU CARD
REVIEW
GELATO
AT COUNTER
MAKE AN
ORDER
FIND
A SEAT
LEAVE
STORE &
REFLECT
TOUCHPOINTS:
OPPORTUNITIES:
ENRICHED
EXPERIENCE
POACHED
EXPERIENCE
ANTICIPATE ENTER ENGAGE EXIT
BEN
Customer Journey Map: In-Store Experience
25. Hasith Panditharatne
Aly Agda | Uta Wolf
BEN
Long Queues Few Seats
-
-
GAINS
PAINS
Excitement Product Enjoyment
ANTICIPATE ENTER ENGAGE EXIT
Customer Journey Map: In-Store Experience
+ + +
26. Hasith Panditharatne
Aly Agda | Uta Wolf
Turn queuing
into a positive
experience
GAINS
PAINS
BEN
ANTICIPATE ENTER ENGAGE EXIT
Customer Journey Map: Improved Experience
+ + +
27. Hasith Panditharatne
Aly Agda | Uta WolfWe brainstormed with...
12 customers 3 UX designers
*workshopped at gelato class 9th July 2016
+
28. Hasith Panditharatne
Aly Agda | Uta Wolf
HAND OUT SAMPLES
to help choice paralysis at counter
UPDATE MENU
Showing pictures of flavours
ORDER FROM QUEUE
as a fast lane option
ADD GELATO CART
outside store offering specials
DOOR PRIZES
handed out by door host
DIGITAL DISPLAY
with gelato insights, events, specials
DOOR HOST | TABLET
showing flavour section on website
ADD INGREDIENTS LIST
to gelato names at counter
How to make waiting more enjoyable...
29. Hasith Panditharatne
Aly Agda | Uta WolfWe tested the ideas with...
10 customers
*and rate each idea on a scale from 1 to 10
30. HAND OUT SAMPLES
to help choice paralysis at counter
UPDATE MENU
Showing pictures of flavours
ORDER FROM QUEUE
as a fast lane option
DOOR HOST | TABLET
showing flavour section on website
ADD GELATO CART
outside store offering specials
DOOR PRIZES
handed out by door host
DIGITAL DISPLAY
with gelato insights, events, specials
ADD INGREDIENTS LIST
to gelato names at counter
Hasith Panditharatne
Aly Agda | Uta WolfCustomer Ratings | More enjoyable queues
75%
60%
67%
57%
67%
52% 36%
67%
32. Hasith Panditharatne
Aly Agda | Uta Wolf
Reflect Brand
Clear Content
Structure
Educate
Indulge
in the
product
Learn
Customer & Business Goals
Customers Messina
Solution
Clarify
information
architecture
33. Hasith Panditharatne
Aly Agda | Uta Wolf
enriched
experience
poached
experience
satisfaction
baseline
Customer Journey Map: Digital Experience of Gelato Messina
action:
opportunity:
Excited about
recieving the
Messina
Newsletter,
wants to know
more detail
Satisfied with
content
presented in blog
post, curious for
more similar info
Confused about
Blog tags/
sections don’t
work as
expected.
DISCOVERY COMPARISONMESSINA SITE RESEARCH REDIRECTED
thoughts /
feelings:
Curious to find
out about Gelato
Appreciation
Classes
advertised on the
home page
Frustrated that
they can’t find out
what city has
available classes,
then finds
bookings full.
Confounded as
they can’t easily
see what the
current five
specials are.
Bewildered that
they got
redirected to
social media to
find out the latest
flavours.
Instead of going
back to the
website, they
thought it more
efficient to access
Google Maps
Compares with
other dessert
alternatives
within the area
they’ll be around
Re-organize
website structure
in order to show
an events page, a
gallery of
previous work or
searchable
content.
Email newsletter
indicates how full
this week’s gelato
classes are, if
there are any
available spots.
Alternatively,
advertise on
landing page.
Make this
information easy
to find in the
navigation header
or advertised on
the landing page
with a plugin for
the Instagram
feed.
Crucial info on special flavours and
events and the nearest store are
contained within the website so that
the craving for gelato is not
overwhelmed by frustration.
touchpoints: MESSINA WEBSITEEMAIL
FACEBOOK,
INSTAGRAM
GOOGLE MAPS
ACTIONS:
Customer Journey Map: Digital Experience
Jessica
34. Hasith Panditharatne
Aly Agda | Uta Wolf
Information architecture Consistency of content
across channels
Newsletter excitement Curiosity
JessicA
DISCOVERY SITE RESEARCH COMPAREREDIRECT
Customer Journey Map: Digital Experience
-
-
+
+
35. Hasith Panditharatne
Aly Agda | Uta Wolf
GAINS
PAIN
POINTS
Clear information architecture
DISCOVERY SITE RESEARCH COMPAREREDIRECT
Customer Journey Map: Digital Experience
+
+
37. Hasith Panditharatne
Aly Agda | Uta WolfWe tested the current site with...
6 users 12 customers
*workshopped at gelato class 9th July 2016*scripted usability testing
+
38. Hasith Panditharatne
Aly Agda | Uta WolfProposed Site Map
survey
results
google
analytics
tested on
6 users
*card sorting
Based on....
40. Hasith Panditharatne
Aly Agda | Uta Wolf
JESSICA HILL, 20
I’d like to find out more
about the different flavours,
and look at some gluten-free
options.
“
“
Scenario
44. Hasith Panditharatne
Aly Agda | Uta Wolf
V1 V2
Prototype Prototype
1 1
2
3
4
42
3
‘filter by allergy’
unclear
radio buttons too
limiting
separate vegan
and dairy-free
& no CTA button
number of items
missing
Prototypes
48. Hasith Panditharatne
Aly Agda | Uta Wolf
t
M S Cmust should could
TODAY
homepage [mobile,
tablet, desktop]
improved IA
GPS functionality
nearest store
‘filter by’ [flavours]
flavour combination
_test & develop
other pages
_consistant content
across all channels
_refine wording ‘filter
by’ & ‘gelato insider’
_ hero content to
link into categories
_ door host advises
queueing customers
on flavours on web
site via tablet
feature
release
Where to from here?
