service design and ux portfolio
TRANSCRIPT
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.