Martha Valenta SERVICE DESIGN & UX PORTFOLIO

My Toolkit Observa(onListeningKaldi’sCoffee

Processes•  DesignThinking•  DesignSynthesis•  JourneyMapping

Applica(ons•  Op(malWorkshop•  AdobeIllustrator•  AdobeInDesign•  AdobePhotoshop•  Sketch

PhysicalTools•  SharpieMarkers•  Post-itNotes

Books•  Gamestorming•  Sprint•  MappingExperiences•  ThisisServiceDesignThinking

Contents  ServiceDesign

◦  CustomerJourney–MayuriRestaurant◦  Pre-servicePeriodAnalysis◦  ServicePeriodRa(ngs◦  Post-servicePeriod◦  Expecta(ons,Experience,andSa(sfac(on◦  Brainstorming

UXProcess◦  MobileApplica(on–Fork&Kids

◦  Strategy:Compe((veAnalysis◦  Persona◦  CardSort◦  FeatureRoadmapandHighLevelTaskDiagram◦  Ini(alWireframes◦  Tes(ng:PaperPrototypesinPOP◦  Itera(veDesign◦  HighFidelityWireframes

Service Design CUSTOMER JOURNEY MAP

Pre-Service Period Analysis

 Adver&sing/PublicRela&ons

 Word-of-Mouth

 SocialMedia

 PastExperiences  IenjoyedaverybusylunchbuffetatMayuriacoupleofyearsagowhileIwasonbreakfromatrainingsession.Severalofmyworkcolleaguesjoinedme.Theonlynega(veIcanrecallfromthatexperiencewashowcrowdeditwas.

  Ihavenotseenanyadver(sementsforthisrestaurant.

  IcheckUrbanspoonbeforeIgotoarestaurant.Mayurihada66%LikeItra(ngwithatotalof396reviews.TypicallyIwon'tgotoarestaurantthathasara(ngbelow80%.IalsocheckedGoogle,togetexactbusinesshoursandseamlessconnec(ontoGoogleMaps.IsentascreenshotofMayuri'sUrbanspooninforma(ontoafewfriendswhowereconsideringjoiningus.

 WhenIdecidedtotakeonthisproject,acolleaguewhogoestoMayurionoccasionno(cedit'spoorreviewonUrbanspoonandsuggestedwegothere.Sheandherhusbandlikethefood.

Service Period RaIngs

PlentyofParking

LookingfortheEntrance

GreetedbytheWaiter

WaitedfortheMenus

AmbianceDetails

Ordering Food&DrinkArrival

DoggieBag

Dessert TheBill

Service Period RaIngs

  PlentyofParking

  LookingfortheEntrance

  GreetedbytheWaiter

  WaitedfortheMenus

  Thefirstpersoninourpartywhoarrivedwasnotofferedamenu.Iarrivedwithanotherpersoninourparty,andwewerenotini(allyofferedmenus.Thelastpersoninourpartywasrunningbehind.Wereceivedmenusacoupleofminutesbeforethelastpersonarrived.

  Some(mesparkingcanbefrustra(ngandruinthemoodofanexperience.Nooneinourpartyhadtroublefindingparking.

  AniceyoungIndianmangreetedmyfriend,andsatheratatablewhereshewaitedfortherestofourpartytoarrive.

  Isawthesignabovetherestaurant.But,thedoorwasn'tmarked.Thedoorthatshouldn'tbeusedwasmarked,andhadanarrowtotheproperdoor.

  AmbianceDetails

  Ordering

  Food&DrinkArrival

  DoggieBag

  Weorderedquiteabitoffoodan(cipa(nglecovers.Onewomanwantedtobringfoodhometoherhusband.Earlyonhehadtextedhertotellherwhathewanted.Whenwewerereadytopackitallup,theprocesswasslow.Onewaiterbroughtoutacoupleofcontainers.Afewminuteslateranotherwaiterbroughtafewmorecontainers.S(llafewminuteslater,ourwaiterbroughtthelastoftherequestedcontainers.

  Theodoroftherestaurantwasslightlymedicinal.ItwasabitoffforatypicalIndianrestaurant.Thewaiters,table,plates,glasses,andsilverwarewereallclean.Theinteriordesignwasdated,andseemedabitdingy.Therestroomwasclean.Awaitressinourpartywhono(cesfinedetailsverbalizedthatthenapkinsweren'tfoldedwithcare.Amominourpartyno(cedthatthetablewasnotproperlyset.Alltheitemswerethere,inthewrongplaces.Whenwearrivedtherewerefewcustomers.Aswewereconsideringitemsfromthemenu,therestaurantbegantogetbusy.Itwasabouthalf-fullatit'sbusiest.

  Therewerefourpeopleinourparty.Onepersonorderedchaitea,theotherthreeorderedmangolassies.Thelassiesarrivedquickly.Theteaneverarrived.Thepersonwhoorderedteaeventuallyrequestedalassie,whichshewasservedpromptly.Weorderedagreatdealoffood.Threeofusereceivedourfoodatthesame(me.Onepersonhadtowaitun(lafewminutesacertherestofuswereserved.Thisfeltawkwardtoeveryoneatthetable.

  Themenuisabook,dividedbycourses,andbyregions.Thereisalottochoosefrom.Thereseemstobeaconsistenttypoinonetypeofappe(zer.WhenweGoogledit,welearnedwhatitwas.Thewaitertookawhiletogetbacktous.Weaskedseveralques(onsaboutavarietyofmenuitems.Weorderedalotoffood.Iaskedhimwhathisfavoriteitemsare.Theydidn'tsoundgoodtome.Awomaninourpartywhodoesn'ttypicallyeatethnicfoodaskedseveralques(ons,andtookafewminutestomakeadecision.

  Wethoughtwe'dgetallfourofthedessertitemsandsharethem.Iwasfamiliarwithtwoofthedesserts.Onewasexecutedwell,butitisn'tonethatIamverykeenon.MyfavoriteIndiandessert,kheer,wasunfortunatelywatery.Allofthedessertsweremuchsmallerthanwean(cipatedforthe$4.50pricepoint.Wedidnotfinishthemortakethemhome.

  Thebillwashigh,asweexpectedittobefromthereviews.Also,wehadorderedalotoffood.Evens(ll,itseemedabithigh.Wehadnotnotedthatwewantedseparatecheckswhenweordered,sowedividedthebillourselves.Weweren'tsureifweweretopayatthetableorgototheregister.Wefoundoutwhenthewaitercamebytocollectthemoney.

  Dessert   TheBill

Post-Service Period

 CustomerRela&onshipManagementTherewasnofollow-up.

 Word-of-MouthIhavetwofriendswhothinkMayuriisthebestIndianplaceintown.Oneofthosefriendshasbeengoingtheresinceitopened,whenheworkednearby.Theothergoesthereoccasionallywithherfamily.

 SocialMediaNega(vereviewsonUrbanspoonhaveMayuriata66%LikeItra(ngwithatotalof396reviews.Recentposi(vecommentssaythefoodisdelicious.Somepeoplecommentedposi(velyandnega(velyonthespiciness.Recentnega(vecommentssaythattheyexperiencedrudeservice,highprices,andadark,dirtydiningarea.

 Yelpreviewsstandat3.5outof5stars,with59reviews.Therearerecentreviewsthathaveposi(vecommentsaboutthefood.But,therearealsorecentreviewswithnega(vecommentsabouttherudeserviceandhighprices.

  “That’smyfavoriteIndianplace!”

ExpectaIons Experience SaIsfacIon

 Expecta&onsLow.Fromthera(ngsandreviewsIsaw,Iwasnervousthatthefoodwouldbegross,thestaffwouldbemean,andI'dhavetogetaseconddinnerelsewhere.Ihadbeentherebeforeandenjoyedit.Iwassadatthethoughtofseeingitasahallowshellofitself.

 ExperienceRelief!Iarrivedhungryandthefoodwasdelicious.Whiletheservicewasabitoddat(mes,itwasn'tterrible.

 Sa&sfac&onSa&sfied.Overall,itdidn'tdelightmeinawaywhereIwouldwanttogotherefrequently.But,theexperiencewasn'tterrible.Ifsomeoneinvitedme,orIthoughtofit,I'dgoback.

Brainstorming

 FamiliesHaveChildrenIno(cedafewfamiliesdiningwithsmallchildren.Thesedaysinthatneighborhood,accommoda(onsareexpected.Ithinktheyneednewbaby/toddlersea(ngandasimple,notspicychild'smenufortheMid-westernkidswhomightdinetherewiththeirparents.

 Clean&ModernizeThisrestaurantopenedyearsago,andit'sgolendatedanddingy.Iftheyclosedforaweektodoadeepclean,getafreshcoatofpaint,andmaybereplaceafewwornordatedinterioritems,itwouldimprovetheatmosphere.Again,peopleinthatpartoftownexpectimpeccablecleanliness.

 TheSoupNaziisn'taModeltoFollowThereviewsoverwhelminglycomplainaboutpoorservice.Theyevenstatethattheowneryellsalotwhentherestaurantisbusy.Restaurantsthataren'tservingtheverybestfoodintowncan'tgetawaywiththis.Evenexcellentfoodcanbelostonabadatmosphere.Theownershouldconsiderkeepinghimselfoutofthepubliceye.And,tospeedupservice,heshouldhireanexperienced,pleasantmanager.

 BadBuffetAsnotedinthereviews,thelunchcrowdhasbeentoomuchforthisrestauranttohandleinthepast.Abuffetsays"quicklunch"tothecustomer.Foranop(malexperience,theyshouldconsiderlimi(ngthenumberofpeopletheyallowin.Or,theyshouldaddanotherbuffetarea.Eitherway,theconges(onandfrustra(onshouldbeeased.

  Theyalsoneedtostayontopoftheitemsthatarepopularonanygivenday.Maybeiftheyhadaclosed-circuitcameraonthebuffetwithaviewingscreeninthekitchenthecookswouldbeabletoan(cipateitemsthatwillneedtobereplenished.

UX Process MOBILE APPLICATION

CompeIIve Analysis: Urbanspoon Survey:3outof10UseUrbanspoon

FINDARESTAURANT

•  Shakefeaturetofindrestaurant“Luckofthedraw”

•  Mapprovides“nearby”restaurantsinaspecifiedradiusofusersloca(on(GPS)

•  Searchallowsuserstofindaspecificrestaurant,basedonGPSofdevice

•  Discovercatersto“foodies”whoarelookingforwhat’snew

•  PeopleusingYelp&Googlearen’tawareofUrbanspoon

•  Clickbulonto“shake”setspath

•  Personaliza(onvia“Dineline”feature

CompeIIve Analysis: Google Survey:3outof10UseGoogle

FINDARESTAURANT

•  Easytousekeywordsearchfeature,sameexperienceonallplaqorms

•  Providesmapof“nearby”sugges(onsbasedonsearchcriteria

•  Verbalsearchcapabili(es

CompeIIve Analysis: Yelp Survey:3outof10UseGoogle

FINDARESTAURANT

•  MorenarrowfilteringthanUrbanSpooninsomecategories(Bars,Coffee&Tea)

•  Providesuserreviewsandra(ngs

•  Check-infeaturefacilitates“socialnature”ofdiningoutwithfriends

Persona: Jennifer Demographics:

• 25-40yearsold

• 2-4children(infant–preschooler)

• Married

• MidCounty(Kirkwood,WebsterGroves,Clayton,UniversityCity)

• Spends$$$

AQributes: •  StaysatHome•  Rootedincommunity•  Haslostofmomfriends,playdates,etc.•  Employsnanny/babysilerpart-(me•  Lives30minutesfromSt.Louisalrac(ons

Needs: •  Healthyfoodop(onsforlunchwithfriends&kidsnearby•  Accesstocoffeewhengoingtoaplaygroundandotherac(vi(es•  Aplacetohangoutwithkidsandfriendswhentheweatherisn’tniceoutside•  Placestobuysnacks,lunchanddrinkswhenonfamilybikerides&otherac(vi(es•  Parking,orabilitytowalkfromhome/park,etc.

Behavior: •  Par(cipatesinweeklychild’splaygroups•  GoestoSt.Louisalrac(onswithherkidsinthemorning•  Schedulesherac(vi(esaroundnappingschedules;youngerkidssleeponthego•  Viewsweeklytriptofarmer’smarketaslifelearningopportunityfortoddler-preschooler•  Focusedonsafetywhenwalkingtoac(vi(es:crossingstreet,playingoutside•  Seenbreasqeedinganddiaperchanginginpublicplaces.Sheisdiscreet,butnottooworriedaboutit•  Spends$$$onprivatepreschool•  Usesmom’sdayoutprogramsatlocalchurchesandbabysilersto‘getthingsdoneduringtheday.Or,thebabysiungserviceatherhealthclub•  Kidsenrolledinpaidac(vi(es(soccer,dance,swimming,mom-meart/music,yoga,etc.)•  Par(cipatesinParkDistrictsponsoredac(vi(esandevents•  Goestoallthecute“bou(que”stylerestaurantsandshopsopeningincityandtakesthekids.•  Seenusingsmartphonewhilewithkids,usuallyaniPhone•  Heavysocialmedia,andpostsaboutherchildren/familylife

SoluIons: •  Quickaccesstonearbyrestaurants•  Recommenda(onsbasedonherselectedcriteria• Map,Direc(ons,Hours,Accesstomenu,•  Userra(ng/sa(sfac(onscoreswithreviews

Open Card Sort 8usersthatmatchpersonaswereusedforanopencardsort.Op(malWorkshop’sOp(malSortsocwarewasu(lizedtohelpfacilitatethislab.Resultswereusedtodefine:•  Howusersexpecttoseeinforma(onorganizedandnaviga(onstructured

•  Categoriesandnamingconven(ons

•  Rela(onshipsbetweenitems

Feature Roadmap and High-level Task Flow Diagram Fromsurveydata,compe((vebenchmarkfindings

Screen Concepts, Icon Concepts, Major Scenarios, Storyboard

Mobile ApplicaIon Concept Mobile Usability TesIng Using POP

•  Usingscreenshotsofthepaperprototype,assembleditintoaniPhonetheprototypingapplica(onPOPbasedonthestoryboardingtechnique

•  Askeduserstopreformfivekeytasksinusabilitytest

•  Goaltoassess“buyin”ontheconceptandgatheraddi(onalrequirements

Usability Test Results

Severity #ofUsers Finding/Issue

High 3of4 Userswantafeaturethatincludestheirchildasapar(cipantinthedecisionmakingprocess

High 3of5 Primaryfiltersaretoobroadforchildfriendlyrestaurants

High 2of5 Didn’tunderstandiconography

Goal •  Validateconceptandfindaddi(onalfeatures•  Determineiftaskflowissufficient/appropriatetomeetuserexpecta(ons•  Examineiconographyconcepts

Usability Test & Focus Group •  4usersbasedonthepersona

Paper Prototype IteraIon Two Incorporateduserfeedbackfrompaperprototypingtest

Final Designs & Flows: Find With Current LocaIon

Final Designs & Flows: Find With Child InteracIon Using 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.

Final Designs & Flows: Find With User Preferences

Final Designs & Flows: Edit Preferences PreferencescanbedefinedbytheUserviatheEditMyPreferencesbulonontheMenu.

Thekeydifferen(atorforthisapplica(onisthatUserscanselectarestaurantbasedonthespecificneedsoftheirfamily.