Service Design and UX Portfolio

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<ul><li><p>Martha ValentaSERVICE DESIGN &amp; UX PORTFOLIO </p></li><li><p>My ToolkitObserva(onListeningKaldisCoffee</p><p>Processes DesignThinking DesignSynthesis JourneyMapping</p><p>Applica(ons Op(malWorkshop AdobeIllustrator AdobeInDesign AdobePhotoshop Sketch</p><p>PhysicalTools SharpieMarkers Post-itNotes</p><p>Books Gamestorming Sprint MappingExperiences ThisisServiceDesignThinking</p></li><li><p>ContentsServiceDesign</p><p> CustomerJourneyMayuriRestaurant Pre-servicePeriodAnalysis ServicePeriodRa(ngs Post-servicePeriod Expecta(ons,Experience,andSa(sfac(on Brainstorming</p><p>UXProcess MobileApplica(onFork&amp;Kids</p><p> Strategy:Compe((veAnalysis Persona CardSort FeatureRoadmapandHighLevelTaskDiagram Ini(alWireframes Tes(ng:PaperPrototypesinPOP Itera(veDesign HighFidelityWireframes</p></li><li><p>Service DesignCUSTOMER JOURNEY MAP </p></li><li><p>Pre-Service Period Analysis</p><p>Adver&amp;sing/PublicRela&amp;ons</p><p>Word-of-Mouth</p><p>SocialMedia</p><p>PastExperiences IenjoyedaverybusylunchbuffetatMayuriacoupleofyearsagowhileIwasonbreakfromatrainingsession.Severalofmyworkcolleaguesjoinedme.Theonlynega(veIcanrecallfromthatexperiencewashowcrowdeditwas.</p><p> Ihavenotseenanyadver(sementsforthisrestaurant.</p><p> IcheckUrbanspoonbeforeIgotoarestaurant.Mayurihada66%LikeItra(ngwithatotalof396reviews.TypicallyIwon'tgotoarestaurantthathasara(ngbelow80%.IalsocheckedGoogle,togetexactbusinesshoursandseamlessconnec(ontoGoogleMaps.IsentascreenshotofMayuri'sUrbanspooninforma(ontoafewfriendswhowereconsideringjoiningus.</p><p>WhenIdecidedtotakeonthisproject,acolleaguewhogoestoMayurionoccasionno(cedit'spoorreviewonUrbanspoonandsuggestedwegothere.Sheandherhusbandlikethefood.</p></li><li><p>Service Period RaIngs</p><p>PlentyofParking</p><p>LookingfortheEntrance</p><p>GreetedbytheWaiter</p><p>WaitedfortheMenus</p><p>AmbianceDetails</p><p>Ordering Food&amp;DrinkArrival</p><p>DoggieBag</p><p>Dessert TheBill</p></li><li><p>Service Period RaIngs</p><p> PlentyofParking</p><p> LookingfortheEntrance</p><p> GreetedbytheWaiter</p><p> WaitedfortheMenus Thefirstpersoninourpartywhoarrivedwasnotofferedamenu.Iarrivedwithanotherpersoninourparty,andwewerenotini(allyofferedmenus.Thelastpersoninourpartywasrunningbehind.Wereceivedmenusacoupleofminutesbeforethelastpersonarrived.</p><p> Some(mesparkingcanbefrustra(ngandruinthemoodofanexperience.Nooneinourpartyhadtroublefindingparking.</p><p> AniceyoungIndianmangreetedmyfriend,andsatheratatablewhereshewaitedfortherestofourpartytoarrive.</p><p> Isawthesignabovetherestaurant.But,thedoorwasn'tmarked.Thedoorthatshouldn'tbeusedwasmarked,andhadanarrowtotheproperdoor.</p><p> AmbianceDetails</p><p> Ordering</p><p> Food&amp;DrinkArrival</p><p> DoggieBag</p><p> Weorderedquiteabitoffoodan(cipa(nglecovers.Onewomanwantedtobringfoodhometoherhusband.Earlyonhehadtextedhertotellherwhathewanted.Whenwewerereadytopackitallup,theprocesswasslow.Onewaiterbroughtoutacoupleofcontainers.Afewminuteslateranotherwaiterbroughtafewmorecontainers.S(llafewminuteslater,ourwaiterbroughtthelastoftherequestedcontainers.</p><p> Theodoroftherestaurantwasslightlymedicinal.ItwasabitoffforatypicalIndianrestaurant.Thewaiters,table,plates,glasses,andsilverwarewereallclean.Theinteriordesignwasdated,andseemedabitdingy.Therestroomwasclean.Awaitressinourpartywhono(cesfinedetailsverbalizedthatthenapkinsweren'tfoldedwithcare.Amominourpartyno(cedthatthetablewasnotproperlyset.Alltheitemswerethere,inthewrongplaces.Whenwearrivedtherewerefewcustomers.Aswewereconsideringitemsfromthemenu,therestaurantbegantogetbusy.Itwasabouthalf-fullatit'sbusiest.</p><p> Therewerefourpeopleinourparty.Onepersonorderedchaitea,theotherthreeorderedmangolassies.Thelassiesarrivedquickly.Theteaneverarrived.Thepersonwhoorderedteaeventuallyrequestedalassie,whichshewasservedpromptly.Weorderedagreatdealoffood.Threeofusereceivedourfoodatthesame(me.Onepersonhadtowaitun(lafewminutesacertherestofuswereserved.Thisfeltawkwardtoeveryoneatthetable.</p><p> Themenuisabook,dividedbycourses,andbyregions.Thereisalottochoosefrom.Thereseemstobeaconsistenttypoinonetypeofappe(zer.WhenweGoogledit,welearnedwhatitwas.Thewaitertookawhiletogetbacktous.Weaskedseveralques(onsaboutavarietyofmenuitems.Weorderedalotoffood.Iaskedhimwhathisfavoriteitemsare.Theydidn'tsoundgoodtome.Awomaninourpartywhodoesn'ttypicallyeatethnicfoodaskedseveralques(ons,andtookafewminutestomakeadecision.</p><p> Wethoughtwe'dgetallfourofthedessertitemsandsharethem.Iwasfamiliarwithtwoofthedesserts.Onewasexecutedwell,butitisn'tonethatIamverykeenon.MyfavoriteIndiandessert,kheer,wasunfortunatelywatery.Allofthedessertsweremuchsmallerthanwean(cipatedforthe$4.50pricepoint.Wedidnotfinishthemortakethemhome.</p><p> Thebillwashigh,asweexpectedittobefromthereviews.Also,wehadorderedalotoffood.Evens(ll,itseemedabithigh.Wehadnotnotedthatwewantedseparatecheckswhenweordered,sowedividedthebillourselves.Weweren'tsureifweweretopayatthetableorgototheregister.Wefoundoutwhenthewaitercamebytocollectthemoney.</p><p> Dessert TheBill</p></li><li><p>Post-Service Period</p><p>CustomerRela&amp;onshipManagementTherewasnofollow-up.</p><p>Word-of-MouthIhavetwofriendswhothinkMayuriisthebestIndianplaceintown.Oneofthosefriendshasbeengoingtheresinceitopened,whenheworkednearby.Theothergoesthereoccasionallywithherfamily.</p><p>SocialMediaNega(vereviewsonUrbanspoonhaveMayuriata66%LikeItra(ngwithatotalof396reviews.Recentposi(vecommentssaythefoodisdelicious.Somepeoplecommentedposi(velyandnega(velyonthespiciness.Recentnega(vecommentssaythattheyexperiencedrudeservice,highprices,andadark,dirtydiningarea.</p><p>Yelpreviewsstandat3.5outof5stars,with59reviews.Therearerecentreviewsthathaveposi(vecommentsaboutthefood.But,therearealsorecentreviewswithnega(vecommentsabouttherudeserviceandhighprices.</p><p> ThatsmyfavoriteIndianplace!</p></li><li><p>ExpectaIons Experience SaIsfacIon</p><p>Expecta&amp;onsLow.Fromthera(ngsandreviewsIsaw,Iwasnervousthatthefoodwouldbegross,thestaffwouldbemean,andI'dhavetogetaseconddinnerelsewhere.Ihadbeentherebeforeandenjoyedit.Iwassadatthethoughtofseeingitasahallowshellofitself.</p><p>ExperienceRelief!Iarrivedhungryandthefoodwasdelicious.Whiletheservicewasabitoddat(mes,itwasn'tterrible.</p><p>Sa&amp;sfac&amp;onSa&amp;sfied.Overall,itdidn'tdelightmeinawaywhereIwouldwanttogotherefrequently.But,theexperiencewasn'tterrible.Ifsomeoneinvitedme,orIthoughtofit,I'dgoback.</p></li><li><p>Brainstorming</p><p>FamiliesHaveChildrenIno(cedafewfamiliesdiningwithsmallchildren.Thesedaysinthatneighborhood,accommoda(onsareexpected.Ithinktheyneednewbaby/toddlersea(ngandasimple,notspicychild'smenufortheMid-westernkidswhomightdinetherewiththeirparents.</p><p>Clean&amp;ModernizeThisrestaurantopenedyearsago,andit'sgolendatedanddingy.Iftheyclosedforaweektodoadeepclean,getafreshcoatofpaint,andmaybereplaceafewwornordatedinterioritems,itwouldimprovetheatmosphere.Again,peopleinthatpartoftownexpectimpeccablecleanliness.</p><p>TheSoupNaziisn'taModeltoFollowThereviewsoverwhelminglycomplainaboutpoorservice.Theyevenstatethattheowneryellsalotwhentherestaurantisbusy.Restaurantsthataren'tservingtheverybestfoodintowncan'tgetawaywiththis.Evenexcellentfoodcanbelostonabadatmosphere.Theownershouldconsiderkeepinghimselfoutofthepubliceye.And,tospeedupservice,heshouldhireanexperienced,pleasantmanager.</p><p>BadBuffetAsnotedinthereviews,thelunchcrowdhasbeentoomuchforthisrestauranttohandleinthepast.Abuffetsays"quicklunch"tothecustomer.Foranop(malexperience,theyshouldconsiderlimi(ngthenumberofpeopletheyallowin.Or,theyshouldaddanotherbuffetarea.Eitherway,theconges(onandfrustra(onshouldbeeased.</p><p> Theyalsoneedtostayontopoftheitemsthatarepopularonanygivenday.Maybeiftheyhadaclosed-circuitcameraonthebuffetwithaviewingscreeninthekitchenthecookswouldbeabletoan(cipateitemsthatwillneedtobereplenished.</p></li><li><p>UX Process MOBILE APPLICATION</p></li><li><p>CompeIIve Analysis: UrbanspoonSurvey:3outof10UseUrbanspoon</p><p>FINDARESTAURANT</p><p> ShakefeaturetofindrestaurantLuckofthedraw</p><p> Mapprovidesnearbyrestaurantsinaspecifiedradiusofusersloca(on(GPS)</p><p> Searchallowsuserstofindaspecificrestaurant,basedonGPSofdevice</p><p> Discovercaterstofoodieswhoarelookingforwhatsnew</p><p> PeopleusingYelp&amp;GooglearentawareofUrbanspoon</p><p> Clickbulontoshakesetspath</p><p> Personaliza(onviaDinelinefeature</p></li><li><p>CompeIIve Analysis: GoogleSurvey:3outof10UseGoogle</p><p>FINDARESTAURANT</p><p> Easytousekeywordsearchfeature,sameexperienceonallplaqorms</p><p> Providesmapofnearbysugges(onsbasedonsearchcriteria</p><p> Verbalsearchcapabili(es</p></li><li><p>CompeIIve Analysis: YelpSurvey:3outof10UseGoogle</p><p>FINDARESTAURANT</p><p> MorenarrowfilteringthanUrbanSpooninsomecategories(Bars,Coffee&amp;Tea)</p><p> Providesuserreviewsandra(ngs</p><p> Check-infeaturefacilitatessocialnatureofdiningoutwithfriends</p></li><li><p>Persona: Jennifer Demographics:</p><p>25-40yearsold</p><p>2-4children(infantpreschooler)</p><p>Married</p><p>MidCounty(Kirkwood,WebsterGroves,Clayton,UniversityCity)</p><p>Spends$$$</p><p>AQributes: StaysatHome Rootedincommunity Haslostofmomfriends,playdates,etc. Employsnanny/babysilerpart-(me Lives30minutesfromSt.Louisalrac(ons</p><p>Needs: Healthyfoodop(onsforlunchwithfriends&amp;kidsnearby Accesstocoffeewhengoingtoaplaygroundandotherac(vi(es Aplacetohangoutwithkidsandfriendswhentheweatherisntniceoutside Placestobuysnacks,lunchanddrinkswhenonfamilybikerides&amp;otherac(vi(es Parking,orabilitytowalkfromhome/park,etc.</p><p>Behavior: Par(cipatesinweeklychildsplaygroups GoestoSt.Louisalrac(onswithherkidsinthemorning Schedulesherac(vi(esaroundnappingschedules;youngerkidssleeponthego Viewsweeklytriptofarmersmarketaslifelearningopportunityfortoddler-preschooler Focusedonsafetywhenwalkingtoac(vi(es:crossingstreet,playingoutside Seenbreasqeedinganddiaperchanginginpublicplaces.Sheisdiscreet,butnottooworriedaboutit Spends$$$onprivatepreschool Usesmomsdayoutprogramsatlocalchurchesandbabysilerstogetthingsdoneduringtheday.Or,thebabysiungserviceatherhealthclub Kidsenrolledinpaidac(vi(es(soccer,dance,swimming,mom-meart/music,yoga,etc.) Par(cipatesinParkDistrictsponsoredac(vi(esandevents Goestoallthecutebou(questylerestaurantsandshopsopeningincityandtakesthekids. Seenusingsmartphonewhilewithkids,usuallyaniPhone Heavysocialmedia,andpostsaboutherchildren/familylife</p><p>SoluIons: Quickaccesstonearbyrestaurants Recommenda(onsbasedonherselectedcriteria Map,Direc(ons,Hours,Accesstomenu, Userra(ng/sa(sfac(onscoreswithreviews</p></li><li><p>Open Card Sort8usersthatmatchpersonaswereusedforanopencardsort.Op(malWorkshopsOp(malSortsocwarewasu(lizedtohelpfacilitatethislab.Resultswereusedtodefine: Howusersexpecttoseeinforma(onorganizedandnaviga(onstructured</p><p> Categoriesandnamingconven(ons</p><p> Rela(onshipsbetweenitems</p></li><li><p>Feature Roadmap and High-level Task Flow DiagramFromsurveydata,compe((vebenchmarkfindings</p></li><li><p>Screen Concepts, Icon Concepts, Major Scenarios, Storyboard </p></li><li><p>Mobile ApplicaIon Concept Mobile Usability TesIng Using POP Usingscreenshotsofthepaper</p><p>prototype,assembleditintoaniPhonetheprototypingapplica(onPOPbasedonthestoryboardingtechnique</p><p> Askeduserstopreformfivekeytasksinusabilitytest</p><p> Goaltoassessbuyinontheconceptandgatheraddi(onalrequirements</p></li><li><p>Usability Test Results</p><p>Severity #ofUsers Finding/Issue</p><p>High 3of4 Userswantafeaturethatincludestheirchildasapar(cipantinthedecisionmakingprocess</p><p>High 3of5 Primaryfiltersaretoobroadforchildfriendlyrestaurants</p><p>High 2of5 Didntunderstandiconography</p><p>Goal Validateconceptandfindaddi(onalfeatures Determineiftaskflowissufficient/appropriatetomeetuserexpecta(ons Examineiconographyconcepts</p><p> Usability Test &amp; Focus Group 4usersbasedonthepersona</p></li><li><p>Paper Prototype IteraIon TwoIncorporateduserfeedbackfrompaperprototypingtest</p></li><li><p>Final Designs &amp; Flows: Find With Current LocaIon</p></li><li><p>Final Designs &amp; Flows: Find With Child InteracIonUsing the adult-defined preferences, a child can blow on the screen to randomly select the restaurant. This way the child feels as though they had a part is selecIng a restaurant. </p></li><li><p>Final Designs &amp; Flows: Find With User Preferences</p></li><li><p>Final Designs &amp; Flows: Edit PreferencesPreferencescanbedefinedbytheUserviatheEditMyPreferencesbulonontheMenu.</p><p>Thekeydifferen(atorforthisapplica(onisthatUserscanselectarestaurantbasedonthespecificneedsoftheirfamily.</p></li></ul>