Clementina

Clementina

Clementina

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Service research & (digital) solutions to enhance customer experience.

Service research & (digital) solutions to enhance customer experience.

  1. Overview

  1. Context

  1. Process

  1. Reflection

1. Overview

1. Overview

Timeline

2 months

My Role

Service Designer

Responsibilites

Front of House (FOH)

Tools

Miro / Figma

Timeline

2 months


My Role

Service Designer

Responsibilites

Front of House

(FOH)

Collaborations

4 more Service Designers

Client Profile

Client Profile

Opened in 2021, the restaurant offers a new breakfast and lunch experience in Ontario.

2. The Context

Objective

Objective

  • To identify service issues and potentially propose solutions through observation and discussion with the restaurant owner.

  • To understand the differences and challenges of a brunch restaurant compared to others.

Group Tasks

Group Tasks

  • 3 main tasks: Client Interview, Back of House (BOH), Front of House (FOH).

  • Selecting problems and solutions is done individually for this pilot study.

My Role

My Role

  • FOH (Check-in and Payment) and special customer groups (large groups, those with children, or those facing long waits),

  • I closely observed staff and customer interactions.

  • We used online reviews and evaluations to assess the final FOH stages (Ordering, Waiting & Consuming), which vary by person.

3. The Process

3. The Process

(3.1) Research

Desk research: To understand its current general strengths and issues.

Desk research: To understand its current general strengths and issues.

On-site visit: The problems I've found while observing

On-site visit: 3 problems while observing

The Arrival (Check-in)

  1. No one expects to reserve a table for a brunch.

  2. No waiting area.

  3. Inflexible seating arrangement:

  • 2 customers were denied an unoccupied 4-seat table.

  • A small family with a baby seated close to the kitchen and requested a larger table, but all tables for 2 were the same size.

The Payment

  1. Customers had to wave for a long time to get the server's attention. They couldn't be more proactive in paying.

(3.2) Proto Persona

The persona is based on customer observations to better understand those we are designing for.

The persona is based on customer observations to better understand those we are designing for.

Profile

  • Name: Sarah

  • New customer

  • A young and trendy woman, wants to visit with her husband and toddler.

  • Sarah, new customer, first time visit

  • A young and trendy woman, wants to visit with her husband and toddler.

  • Sarah, new customer, first time visit

  • A young and trendy woman, wants to visit with her husband and toddler.

Behaviors & Habits

  • Busy during the week, loves spending quality time with family on weekends.
  • Love taking photos and sharing experiences on social media.

Motivations

  • Aims to have a relaxing experience with good food and a lovely place for family photos.

  • Aims to have a relaxing experience with good food and a lovely place for family photos.

Pain Points

  • Her child is her priority.
  • Wants her family to feel comfortable and enough space for the toddler stroller.

(3.3) Customer Journey Map (CJM)

Scenario: Sarah saw review videos and photos of the restaurant on social media, noted its charming decor and appealing food, and decided to visit with her family on weekend.

Scenario: Sarah saw review videos and photos of the restaurant on social media, noted its charming decor and appealing food, and decided to visit with her family on weekend.

(3.4) As-Is Service Model

This model shows the current state which helps me to identify improvement areas.

This model shows the current state which helps me to identify improvement areas.

Issue 1 (Arrival)

Reservations are manual, available only by call or email through the website.


-> Increase workload for staff, especially the servers.

-> Long wait times for walk-in guests during peak hours


Reservations are manual, available only by call or email through the website.


-> Increase workload for staff, especially the servers.

-> Long wait times for walk-in guests during peak hours

Reservations are manual, available only by call or email through the website.

-> Increase workload for staff, especially the servers.

-> Long wait times for walk-in guests during peak hours

Issue 2 (Arrival)

The rigid seating policy limits seat changes. Only tables for 2, 4-6, two large tables for groups of more than 8.


-> Groups of 3 / 2 adults with a baby are directed to tables for 2.

-> Crowded seating and noise reduce privacy and conversation.

The rigid seating policy limits seat changes.

Only tables for 2, 4-6, two large tables for groups of more than 8.


-> Groups of 3 / 2 adults with a baby are directed to tables for 2.

-> Crowded seating and noise reduce privacy and conversation.

The rigid seating policy limits seat changes. Only tables for 2, 4-6, two large tables for groups of more than 8.

-> Groups of 3 / 2 adults with a baby are directed to tables for 2.

-> Crowded seating and noise reduce privacy and conversation.

Issue 3 (Arrival, Ordering, Payment)

The order-taking process and handling of minor changes are inefficient for peak hours.

  • Orders are printed, but changes must be communicated in person to ensure clarity with the kitchen.

  • Customers had to wait long to get the server's attention and relied on staff for prompt service.


-> Customer reviews often reports delays and repeated reminders for staff to address requests.

(3.5) Problem Tree

A realistic view of problems by identifying fundamental causes and key effects.

(3.6) Objective Tree

A clearer prioritisation of which issues are important and makes influencing more effective.

A clearer prioritisation of which issues are important and makes influencing more effective.

After: With GenPass

After: With GenPass

(3.7) To-be Service Blueprint

(3.7) Aspirational (To-be)
Service Blueprint

After completing all steps, I visualized the Aspirational Service Blueprint with the changes.

After completing all steps, I visualized the Aspirational Service Blueprint with the changes.

After completing all steps, I created a diagram visualizing the relationships between people, processes, physical and digital touchpoints in a specific customer journey.

Scenario: Sarah knows the restaurant from social media and decides to try it with her family on a weekend morning.

Scenario: Sarah knows the restaurant from social media and decides to try it with her family on a weekend morning.

After: With GenPass

(3.8) Recommended Solution

The problems I decided to solve:

The problems I decided to solve:

Issue 1 (Arrival)

The reservation is overly manual and can only be found on the website only by: Calling or Emailing


The reservation process is overly manual and can only be found on the website with only 2 methods: Calling or Emailing

Issue 2 (Arrival)

Seating arrangement is inflexible and policies make seat changes difficult.


Seating arrangement is inflexible and policies make seat changes difficult. There are only tables for 2, 4-6, and 2 large tables for groups of more than 8.

Estimating customer numbers before each shift or using an automated system helps staff prepare more effectively.

=> I created a portal for customers to join the waitlist, reserve tables online, and get readiness estimates, reducing wait times and streamlining reservations.

Estimating customer numbers before each shift or using an automated system helps staff prepare more effectively.

=> I created a portal for customers to join the waitlist, reserve tables online, and get readiness estimates, reducing wait times and streamlining reservations.

4. Reflection

Understand The Service First

I initially saw creating a website or app as a given in the digital age, but this project revealed that understanding the service deeply is essential for selecting the right solutions.

Generalize The Problems

I was too focused on specific problems in very detail, when sometimes they aren't worth the time and effort to solve, or they might just be consequences of other core issues.

Let's work together: thaothaii2411@gmail.com

Let's work together:
thaothaii2411@gmail.com

Let's work together:
thaothaii2411@gmail.com

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