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

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. Ice
Breaker
Game
Trading
Cards
2

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. HOW THE TRADING CARDS MIGHT LOOK LIKE...
4

5. What do you hope to achieve or
learn from this workshop?
5

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. Service design
is all about making the service you deliver useful,
usable, efficient, effective and desirable.
7

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. 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. Collaboration design is all about involving
stakeholders to co-design products or services
10

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. Why
does
dining
experience
matter
to
us?
photo
credit:
Kris.ne
Arellano
12

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. Case Study 1: Retail Design
Touch
Taste
Smell
Colour
Sound
14

15. What
are
the
emotions
when
you
step
in
this
restaurant?
15

16. Who
would
you
like
to
dine
with?
16

17. What
kind
of
cuisine
do
you
expect
this
restaurant
to
serve?
17

18. Focus
in
ef9iciency
and
optimizing
space
to
encourage
higher
turnover
rate?
18

19. Case Study 2:
Customer Service Design
19

20. Case
Study
credit:
Craig
Stover
Industrial
Design
20

21. Case
Study
credit:
Jeff
Howard
21

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. How
do
you
want
to
be
served
by
the
service
staff?
23

24. Case Study 3: Food Management
24

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. 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. How
do
you
design
the
inventory
process
to
keep
the
freshness
of
the
food?
27

28. How
do
you
preserve
the
food
inventory
effectively?
28

29. Deciding what to
eat and
where to dine?
Case Study 4:
Marketing to your Target Audiences
29

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. Engage
customers
with
photos
and
listen
to
feedback
31

32. Staff
actively
engage
in
comments
and
discussion
32

33. Witty
advertisements
through
social
media
33

34. How
do
you
decide
what
to
eat
and
where
to
dine?
34

35. Workshop
Activity
-­‐
Part
1
Role-­playing
and
Brainstorming

36. Role-­Playing
Service Staff
Chefs
Restaurant Owners
Dining Customers
36

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. 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. 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. 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. 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. What are the brainstorming techniques
you have used or experience before?
42

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. 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. Brainstorming Tips
DON’T
1. The
boss
speaks
Nirst
2. Take
turn
3. Ask
expert
only
4. No
silly
stuff
45

46. Ideas
Sharing
by
Groups
3
mins
each
group
46

47. Tea
Break
-­
20
mins

48. Ideas on leveraging mobility solutions
48

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. Examples
50

51. Possible
concept
to
explore
51

52. What
role(s)
mobility
devices
can
play
in
your
dining
journey?
52

53. Workshop
Activity
-­‐
Part
2
Collaborative
Design

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. Define parameters from brainstorm
ideas for collaborative design
55

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. Focus
on
the
customer
touch
points
throughout
the
dining
experience
journey
photo
credit:
Jason
Furnell
57

58. It’s
not
about
designing
the
UI
of
an
mobile
app
58

59. Technique
1
-­
Customer
Journey
Map
photo
credit:
Jason
Furnell
59

60. Technique
2
-­
Story
Boarding
photo
credit:
Jason
Furnell
60

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. Group
Design
Activity
60
mins
for
every
group
Recommend
to
start
wrapping
up
the
design
at
45
mins
mark
62

63. Design
Presentation
5
mins
each
group
63

64. ReIlections
on
the
Exercise
10
mins
64

65. Recap
/
Question
&
Answers
10
mins
65

66. 66

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