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SERVICE DESIGN I UX RESEARCH
Service Design for a Local Brewery in Savannah
PROJECT OVERVIEW
In a strategic partnership with a local brewery based in Savannah, Georgia, our project aims to conduct a comprehensive analysis of their existing service touchpoints. By employing root-cause analysis, we intend to identify areas for improvement and recommend alternative approaches to enhance the overall customer experience (CX). This collaborative project seeks to elevate customer satisfaction and engagement within the brewery's operations.
IMPACT
Service Designer & UX Researcher
DURATION
10 weeks
TEAM
Team of 5
MY ROLE
Service Designer & UX Researcher
PROJECT BRIEF
An improved CX approach through the theory of marginal gains
We partnered up with a local brewery in Savannah, Georgia to analyze their current service touch points and find alternatives to improved CX through root-cause analysis.
SOLUTION WALKTHROUGH
HOW MIGHT WE?
How Might We improve the food offering and ordering system so as to increase conversions and customer retention?
How Might We promote seasonal charities to improve the customer engagement and donations?
How Might We improve the brewery's tangible experience to create a holistic and a pleasant customer experience?
THE PROCESS
Ecosystem Map
Researching and recognising the different factors influencing the business decisions and sales played a huge part in understanding the cope for this project.
Stakeholder Map
Let us take a minute to understand the different entities involved in the business.
The arrows in red showcase the direct line of communication and responsibility between the management who are the owners of the brewery and the various stakeholders. The black dotted arrows showcases the indirect line of communication between the management/ owners and the other stakeholders.
Root Cause Analysis
We took two of observations from our ethnographic research that we collectively as a team decided to base our 5 Whys Method for our Root Cause Analysis on:
Problem 1:
WHY?
Lack of satisfactory CX
Problem 2:
WHY?
WHY?
Staff does not mention food truck availability
Potential customers leaving because of unavailability of food in the brewery
WHY?
WHY?
Food only available at certain times
Disorienting space and lack of service
WHY?
WHY?
Lack of training and understaffed
WHY?
WHY?
Brewery tries to keep up with production
Completely overworked and stress management
WHY?
Management does not want to build a kitchen as it's not a part of their vision
User Insights
Tangible Experience
1. Service is short staffed, creating inconsistent service for customers.
2. Private events are important source for revenue.
3. Spatial layout is disorienting.
Food Offering & Ordering
1. Owners get involved in ground level work.
2. Food variety and offering times are limited.
3. Offering food is a complicated and a redundant process.
Charity Awareness
1. Differing customer experiences, staff not trained consistently.
2. Owned by veterans, run by veterans and sub veteran charity.
3. Charity partnerships are not highlighted in the space.
OUR SOLUTION
Food
Supplement the food trucks on the days that they are not available. This option would provide customers with pre packed quick and easy food options.
Charity
Hosts various charity events. To serve seasonal beers at each of these events. These events raise awareness, while providing an interactive, collaborative learning space.
Seating
Uninviting, rigid and uncomfortable. Seats lack in mobility and are not flexible. Focused on introducing comfortable and mobile seating without sacrificing the space.
Games
Focuses on introducing more games that can help build connections within the community. This would encourage customers to enjoy spending more time in the brewery.
Signages
Does not have any visual queues or indication of where the restrooms are located in brewery. Focused on introducing clear signages in the space.
Future Service Blueprint
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