Industry
FOOD AND
ENTERTAINMENT
| CLIENT |
Palermo Teatro Bar
|
| PROBLEM STATEMENT |
During the show, customers often experience difficulties when placing orders, causing disruptions to nearby seated individuals and even to the performing artist on stage. The result is discouragement from ordering at any time during the show, resulting in missed opportunities for the venue to increase sales.
|
| OPPORTUNITY |
To improve convenience, minimize interruptions, and ensure quick and efficient food delivery, ultimately leading to increased customer satisfaction and engagement.
|
| GOAL |
To develop and implement a user-friendly mobile application that allows customers to order food at any time during the show, without causing disruptions, thus increasing customer satisfaction and maximizing sales opportunities for the venue.
|
| DISCOVERY AND IDEATION |
To thoroughly explore the problem space, gather insights from stakeholders, and generate creative solutions. This phase will involve user interviews, brainstorming sessions, and concept development to identify key features and functionalities.
|
| MY ROLE |
Responsible for understanding the needs, behaviors, and preferences of the target users to ensure a seamless and enjoyable experience.
|
| PROJECT TIME |
6 months |
EMPATHIZING
Research Method Summary:
user persona
Research Method
- Likert Scale questionnaire – 307 customers answered
- Open-ended questions
- Interviews – 23 customers
GOAL
To develop a deeper understanding of the user’s needs, emotions, and experiences. Capturing their thoughts, feelings, actions, and aspirations in relation to the context of assisting to a theater-restaurant.
Conclusions
There are two types of personalities that stand out in an environment such as a stand-up comedy theater and restaurant.
The “Extrovert” persona embodies individuals who enjoy social interactions and seek engagement during the show.
The “Introvert” persona represents individuals who prefer a more solitary experience during the show, valuing privacy and minimal Interaction.
The introvert
“Always on the go, but never too busy to unwind with good company and live entertainment.”
📷 Credits to @kattasaurus
Age: 38
Occupation: Business Executive
Interests: Networking, Entertainment, Music
Behaviors: Busy work schedule, often eats out, enjoys live music and comedy shows
Goals: To find a convenient and fun place to unwind after work, to network and socialize with other professionals
Pain Points: Limited free time, expensive food and drinks, long wait times for service, unwelcoming staff
The Extrovert
“Living on a tight budget, but never sacrificing the fun and excitement of discovering new artists with friends.”
📷 Credits to @kattasaurus
Age: 50
Occupation: Professional
Interests: Music, Art, Nightlife
Behaviors: Limited budget, enjoys discovering new places, socializes with friends
Goals: To find a fun and affordable place to hang out with friends, to discover new music and art events
Pain Points: Limited budget, overcrowded venues, limited parking options
Empathy mapping
GOAL
By designing the application with both personas in mind, we can strike a balance that accommodates the preferences of introverted and extroverted users alike.
The “Extrovert” persona embodies individuals who enjoy social interactions and seek engagement during the show
The “Introvert” persona represents individuals who prefer a more solitary experience during the show, valuing privacy and minimal interaction
Conclusions
By designing the application with both personas in mind, we can strike a balance that accommodates the preferences of introverted and extroverted users alike.
The “Extrovert” persona embodies individuals who enjoy social interactions and seek engagement during the show
The “Introvert” persona represents individuals who prefer a more solitary experience during the show, valuing privacy and minimal interaction
INTROVERT
🤔 Feels And Thinks
- I prefer to have someone accompany me.
- I’m experiencing some insecurity.
- It’s important to me that my companion enjoys themselves.
- I want to ensure my comfort throughout the experience.
💬 says and does
- I am naturally shy and prefer not to impose on others.
- I often feel uneasy in unfamiliar environments.
- I find it challenging to make food choices.
- I feel a sense of pressure when the waiter approaches the table.
💪 Motivations
- To embark on a unique experience.
- A break from the monotonous routine.
- The excitement of seeing my favorite artist.
🙁 Frustrations
- I struggle to pick the perfect table.
- Waiting time for entry can be frustrating.
- I don’t feel entirely comfortable in the current setup.
- It’s inconvenient to order food during the show.
EXTROVERT
🤔 Feels And Thinks
- I desire an interactive experience with the artist.
- I believe I have the ability to contribute and bring laughter to the show.
- I expect prompt attention whenever I require assistance.
- I am confident in voicing my concerns without hesitation.
💬 says and does
- When I need to order something, I am willing to raise my hand during a show.
- Interrupting the show is an opportunity for the artist to interact with me.
- Connecting with someone new makes me feel invigorated.
💪 Motivations
- Enjoy the thrill of being part of a happy and shared experience.
- To enjoy funny jokes, stories, and performances that make me laugh and feel good.
- Freely react, laugh out loud, and let my enjoyment be seen.
- Participate in interactive segments, volunteer.
🙁 Frustrations
- I feel let down when a comedy show lacks energy and enthusiasm.
- I feel disappointed when there are no instances to socialize while waiting.
Customer Journey
GOAL
- To identify strengths and weaknesses in the current experience.
Conclusions
Improvements can be made in various aspects of the experience, particularly in table availability, food ordering, and payment processes
Affinity Diagram
Research Method: Open ended question – 142 customers answered
GOAL
- To effectively group and categorize comments in order to identify desirable or favorable aspects, as well as undesirable or unwanted aspects, based on the collective feedback provided
Conclusions
The comments were categorized into four distinct groups, each highlighting specific areas where customer experience could be enhanced.
Improvement in service and staff
- “Improve the attention during the show”
- “Improve in all aspects, especially the staff serving!”
- “Improve the table service”
- “Waiters should be more attentive to the tables”
- “More waitstaff”
- “Waitstaff should be more attentive when customers want to order something during the show”
- “Ensure more expedient table service”
Waiting time and organization
- “Have waitstaff be more attentive to customers”
- “Improve the waiting time and the attention of the waitstaff”
- “Make the process of ordering during the show more efficient”
- “Separate the show times more effectively”
- “Once the food is ordered, it takes a bit longer to arrive”
- “Faster service”
- “Faster entry”
Menu and food improvements
- “Improve the menu, prices versus quantity”
- “Prices are higher than the average of other places”
- “Sautéed vegetables”
- “Add quesadillas, fries, or similar items”
- “Improve the platters”
- “better quality and variety of the food”
- “Improve the shared menu”
- “Improve the quality of the beverages”
Food quality and variety
- “The pizza arrived cold.”
- “Add healthier food.”
- “Improve the quality of the beverages.”
- “Improve the variety of the food.”
Benchmarking
Research Method: Usability testing and Surveys
GOAL
- To stablish a standard baseline by analyzing the competitors’ offerings.
- To create a benchmark against which we can measure and compare the user experiences of our own design in the future.
Conclusions
- The standard is high
Research Planning
|
Task |
Survey Topics | Test methodology |
| Account registration and configuration Registration and configuration speed, quality of profile customization options. | How easy was it to understand and follow the registration process? Time taken to complete the registration process from the moment you opened the application, How clear and easy to find are the profile customization options? Do you consider the customization options to be sufficient? | |
| Navigation and user experience ease of use, fluidity, visual design, accessibility, intuitive navigation. | Is the navigation intuitive and easy to understand? How was it to find and use the application’s functions? | |
| Ordering and customization functions Variety of customization options, clarity of order information, ease of adding or removing products, availability of promotions. | Are you satisfied with the customization options? Are you satisfied with the clarity of order information in the application, including price and product description? Are you satisfied with adding or removing products from your order? Are you satisfied with the promotions and special offers in the application? | |
| Payment and delivery options Variety of payment options, clarity of delivery charges, speed and efficiency of the delivery service, order tracking. | Are you satisfied with the ease of tracking your order? Are the delivery charges clear? | |
| Additional features Quality of nutritional information, ease of searching for nearby restaurants | Are you satisfied with the nutritional information? Are you satisfied with the ease of searching for nearby restaurants in the application? | |
| Security Protection of personal data, transaction security, user authentication, conversation privacy. | How is the protection of your personal data in the application when making a transaction? How is the security of the transaction in the application when placing an order? How easy is the user authentication in the application? How is the privacy of your conversations and chats in the application? | |
| User satisfaction Overall user satisfaction, likelihood of recommending to other users, brand loyalty, perceived value. | How would you rate your overall satisfaction with the application for ordering food from your table? How likely are you to continue using this application in the future? How likely are you to recommend the application for ordering food from your table to your friends? | |
| Customer service |
Results
AQUI
Heuristic Evaluation
Research Method: Usability testing and Surveys
Conclusions
- Point 2.weakness, Burger King – Make the ordering button easy to access and appealing. Avoid only having the order button only on the navigation, usability test (20 users) has shown that users take more time to figure out where to order.
- Point 3.weakness All apps – Enable a solution for clients to edit their order after submitting. Find out why the other apps do not have that function available.
- Point 5. Strength – These apps are highly intuitive because they show one task per screen.
- Point 6. Strength
McDonalds
Hungrrr
Open Table
Burger King
Prototype
Information Architecture
Research Method
- Card Sorting – 23 users
User flow
INTROVERT
- TASK: To purchase a drink and an entrée
EXTROVERT
- USER TASK: As a Palermo customer, I want to create an account and add food to my cart
MVP
High Fidelity Prototype
Strategic Radar
External Opportunities |
External Challenges |
|
It is scalable Few apps have this feature |
Too many competitors People don’t want to download another apps Tech could add more work to its users |
| Internal Opportunities |
Internal Challenges |
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We have a location where we can test the MVP Developers are willing to invest their time in exchange for earning a percentage of the earnings after the project launch. |
Lack of funding Defining the business Defining how will differentiate The work doubles due to the need of creating two systems. Creating the MVP requires too many resources |
Conclusions