A2 Cafe Experience

In this project, we created several tools to help A2 customers to obtain a faster and better experience

 

Goal

Help A2 Cafe to provide a better experience for the customers

Key Skills

UX Design, Storytelling, Experience Design

Course Advisor

Alexander Baumgardt

Project Length

3 weeks

Project Teammates

Tara Lin/Natalia Girling/Claire Zhou/Anchi Hsin

Project Role

Design research, brainstorming, UX design, Usability testing

New Menus

By using these new tools, customers will have a new order experience 

PROCESS

research

Mapping

DESIGN

User TESTING

ON-SITE RESEARCH FINDINGS

LONG WAITING TIME FOR ORDER

$5 minimum charge to use a debit/credit card.​$5 minimum charge to use a debit/credit card.​

$5 minimum charge to use a debit/credit card.

$5 minimum charge to use a debit/credit card.​$5 minimum charge to use a debit/credit card.​

Mapping

Henry, A2 owner

“The biggest constraints are

staff, finance, and space.”   

Val, Customer

“They are not providing an experience, they are just providing the product.”

Avto, Customer

I hate the line is too long

Pain Point 1

The lines to order and pick up food can be very long during peak times.

Solution1

Recommending a fast choice for students.

Storyboard 1

Solution2

A customer can pre-determine the meals for the week using the pre-order sheet. He or she can easily arrange the meals and times for pickup based on his or her class schedule.

Storyboard 2

Pain Point 2

$5 minimum charge to use a debit/credit card.

Solution

Labeling and organizing the snacks by price will help customers find food in their price range.

Storyboard

UserTesting

Insights from Testing

If there are not many people waiting in line then there’s no problem for us to solve. I stayed at A2 from 4 PM to 7:30 PM, they did not have a very busy time.
 

The staff takes a while to be familiar with the menu and the words are too small for them to read.

 

“Some customers did not put down a check mark on the menu but only put a small dot to mark their choice, which makes it more difficult for the staff to see.


More than 3 people told me that they want to order a rice plate but they can’t find it on the menu. A lot of students want to customize their food, in that case, they won’t choose the fast menu to order.

Conclusion and Next Steps

  • A2 Cafe is only busy during peak times -- the 15 mins breaks during classes. The fast menu is a nice thing to have, but not a necessity.

  • Fast menu helps the speed at the front end, but not the back end, which can only be solved by having more staff and a bigger kitchen.

  • We got mostly positive feedback from students and Henry about the convenience of the $5 combo menu. We would like to get more feedbacks from A2 staff but they are very busy.

  • Establish metrics to measure the success of the combo menu.

  • We realized that different prototypes from our class might interfere with each other’s experiment.

  • To better evaluate the business impact, we will need to compare revenue with previous sales (before the $5 menu), whether the $5 combo increase or decrease their total revenue.

  • We can evaluate the impact across time: what kind of impact it would bring to the A2 in the long term? How about the impact for students, does it solve the problem?

  • To identify target customers’ persona, sending a survey to the larger CCA community could be helpful.

Next Steps

Find out exactly when A2 has busy times and explore how to design for that pain point.

 

Redesign the menu to essential and most popular items.

 

Find good placement for the Fast Menu to make the entire experience of using the menu a simple one.