This document summarizes lessons learned from customer interview sessions. It discusses tools for understanding customer segments like empathy maps and personas. An empathy map is presented for "Miguel Pinto", a restaurant manager experiencing issues with international clients and language barriers. Another empathy map is shown for "Bernd Schuster", a hotel food and beverage manager facing similar problems. The document also reviews interview findings, noting the process was too long and open-ended. It suggests shortening interviews and ensuring explanation of the TransMenu concept being tested.

1. Lean Entrepreneurship Project
FreshEntrepreneurs2014
TransMenu
Session 6
Pauline von Nostitz 152113321
Pedro Mariz 152113366
Maria Murasheva 159114599
Alicja Sadlo 159114503

2. Lessons Learnt – Session 4 I
• Focus of Lesson: Customer Segments
– Tools to understand customer (e.g. Empathy Map,
Day in the Life of, Persona Profiles etc.)
• Empathy Map
Empathy
Map Increases
Insight into key
stakeholder
Customer experience
Maslow Pyramid
Deep understanding of
customer wishes
of Needs
26.09.14 FreshEntrepreneurs2014 2

3. Lessons Learnt – Session 4 II
• Interview process
1. Define
Sample Size
2. Select
Hypothesis
3. Define
Validation
Metrics
4. Create
Script
5. Create
Interview
Form
6. Schedule
Interview
7. Make
Interview
8.
Document
Interview
9. Analyse
Results
• Surveys: Pay attention to
guidelines!
26.09.14 FreshEntrepreneurs2014 3

4. “Miguel Pinto” – Independent Restaurants
Profile: Miguel is a married 36 year old Manager of a restaurant with 17
employees located within a touristic area in Lisbon. After he graduated from high
school he did an apprenticeship in the Sheraton Hotel in Lisbon. There, he
discovered his passion for food and managing restaurants. After working for
Sheraton hotels in Dubai and Honk Kong he decided to come back to his
hometown Lisbon. Rather than in a hotel, nowadays he works in a restaurant due
to his increasing passion for food & beverages rather than the hotel business
itself. Miguel is a open-minded, social boss who pushes his employees to offer
great customer service & hospitality by setting an example himself and working
the restaurant floor with enthusiasm from time to time as well. Miguel
experiences difficulties with international clients & language barriers and his
needs are an smart & cost-efficient solution to this problem.
Personal Objectives:
- Lead happy &
balanced life
- Constant
improvement of life
- Start family
Professional Objective:
- Maintain & increase
profits
- Offer great
customer service /
experience
- Open own
restaurant
Day-in-the-Life:
09:00 Miguel gets up & has breakfast with wife
10:00 Arrives at Restaurant
10:00 – 10:30 Discusses Menu of the Day / Seasonal changes
10:30 – 11:00 Purchase of daily products
11:00 – 12:30 Supervision of lunch menu cooking & setting tables
13:00 – 15:30 Supervising & helping to serve lunch time customers
15:00 – 19:30 Supervising shift change & setting of tables
19:30 – open end Supervising & helping to serve dinner and closing
26.09.14 FreshEntrepreneurs2014 4

5. Miguel Pinto - Empathy Map
• See?
– Clients struggling with Portuguese menu, waiters to translate it
– Competitors have same problem
– Clients not entering restaurant due to language barrier
• Hear?
– Complaints from customers & waiters about mentioned problem
– Family & friends encourage him to use IT innovations to solve problem
– Industry trends: Tourism in Portugal increases, especially Asian tourists
• Think & Feel?
– „I need to solve this problem! It is truly important for the survival of my business to solve this
problem !“
– „I want customers to think back to their visit and be happy!“
– „Problem will increase in future – I need to act NOW!“
• Say & do?
– „I want to find the best solution out there!“ BUT: Might not like idea of linking menu to technology
 less traditional / personal!
• Pains?
– Cost, Poor performance, Loss of potential business
• Gains?
– Saving money, effort & time
– Offering improved service & customer experience
26.09.14 FreshEntrepreneurs2014 5

6. “Bernd Schuster” – Hotel Restaurants
Profile: Bernd is a German 38 year old Food & Beverage Manager at a 100 room
hotel half way between the Airport and Lisbon. His main clients are international
tourists and business men coming to town for a short period of time. Michael
works long hours as the hotel offers food & beverages 24 hours to its clients.
Michael is often noticing the increasing problem of language barriers occurring in
the restaurant as more and more clients from Asia stay in the hotel. However,
employing Chinese speaking waiters is not an option for the hotel due to the high
costs. His needs are an integrated & quick solution to this dilemma.
Bernd is a efficient manager, always looking for efficient and fast solutions and
known to be though on his employees from time to time.
Personal Objectives:
- Meet interesting
people from all
around the world
- Find wife & start
family
Professional Objective:
- Move into hotel
Management board
- Encourage staff to
offer excellent
service
- Push reputation of
restaurant
Day-in-the-Life:
04:30 Bernd gets up & quickly eats breakfast
05:00 – 10:30 Supervision Breakfast shift (Preparation & serving, incl.
speaking to guests asking for satisfaction levels / improvement
suggestions), short break
11:00 – 12:00 Briefing kitchen staff for Lunch & Dinner
12:00 – 13:00 Management meeting with other hotel Departments
13:30 – 16:00 Supervision lunch shift
16:00 – 18:00 Short break & Staff briefing for dinner shift
18:00 – 11:30 Supervising dinner shift & Handing over shift to night
F&B Manager
26.09.14 FreshEntrepreneurs2014 6

7. Bernd Schuster- Empathy Map
• See?
– Increase of clients not speaking English
– Increasing wages for highly qualified multilingual staff
• Hear?
– Complaints from customers & waiters about inefficient serving process due to language problem
– Hotels worldwide use technology to solve this problem
• Think & Feel?
– „I need to find most efficient solution to this problem! I am willing to once spend money on a fast &
easy-to-implement solution rather than increasing wages for servants as this will cost me more in the
long run!“
– „I want to provide fast service to my time-conscious business customers!”
• Say & do?
– Hotel Director urges him to find solution as he is suppose to be expert for his department
• Pains?
– Pressure from boss / competition, cost, Poor performance, unsatisfied clients
• Gains?
– Saving money, effort & time
– Offering improved service & customer experience
– Increased chances of guests coming back & recommending hotels to friends & family
26.09.14 FreshEntrepreneurs2014 7

8. Interview briefing- What did we learn?
• Key findings:
– Interview too long –> Shortened!
– Too many open questions  Reduced!
– Detailed explanation of TransMenu´s concept essential for
hypothesis validation testing
– Rephrasing of some questions
– Adding of QR-code related information necessary
26.09.14 FreshEntrepreneurs2014 8