Café Aquaria app reinventing the customer ordering experience 

Café Aquaria app reinventing the customer ordering experience

Café Aquaria app reinventing the customer ordering experience 

Café Aquaria App reinventing the customer ordering experience

Café Aquaria App reinventing the customer ordering experience

ORGANISATION

Georgia Tech

ORGANISATION

Georgia Tech

ORGANISATION

Georgia Tech

ORGANISATION

Georgia Tech

ORGANISATION

Georgia Tech

THE PROBLEM

THE PROBLEM

THE PROBLEM

THE PROBLEM

THE PROBLEM

How do you tackle overcrowding at the main eatery of one of the most visited Aquariums in America?

Café Aquaria is an important part of The Georgia Aquarium visitor experience- it is a place to eat, relax and recharge. Sales and attendance have dramatically increased in the last 4 years, leading to issues of overcrowding at the café. In this 16 week class project, our 5 person team was tasked with coming up with routes to help alleviate this problem, culminating in the design of an initial prototype. 

How do you tackle overcrowding at the main eatery of one of the most visited Aquariums in America?

Café Aquaria is an important part of The Georgia Aquarium visitor experience- it is a place to eat, relax and recharge. Sales and attendance have dramatically increased in the last 4 years, leading to issues of overcrowding at the café. In this 16 week class project, our team was tasked to come up with routes to help alleviate this problem, culminating in the design of an initial prototype. I was in charge of handling client facing interactions, designing and conducting user needs research and formative evaluations, as well as funneling insights into the final design.

How do you tackle overcrowding at the main eatery of one of the most visited Aquariums in America?

Café Aquaria is an important part of The Georgia Aquarium visitor experience- it is a place to eat, relax and recharge. Sales and attendance have dramatically increased in the last 4 years, leading to issues of overcrowding at the café. In this 16 week class project, our team was tasked to come up with routes to help alleviate this problem, culminating in the design of an initial prototype. I was in charge of handling client facing interactions, designing and conducting user needs research and formative evaluations, as well as funneling insights into the final design.

How do you tackle overcrowding at the main eatery of one of the most visited Aquariums in America?

Café Aquaria is an important part of The Georgia Aquarium visitor experience- it is a place to eat, relax and recharge. Sales and attendance have dramatically increased in the last 4 years, leading to issues of overcrowding at the café. In this 16 week class project, our team was tasked to come up with routes to help alleviate this problem, culminating in the design of an initial prototype. I was in charge of handling client facing interactions, designing and conducting user needs research and formative evaluations, as well as funneling insights into the final design.

How do you tackle overcrowding at the main eatery of one of the most visited Aquariums in America?

Café Aquaria is an important part of The Georgia Aquarium visitor experience- it is a place to eat, relax and recharge. Sales and attendance have dramatically increased in the last 4 years, leading to issues of overcrowding at the café. In this 16 week class project, our team was tasked to come up with routes to help alleviate this problem, culminating in the design of an initial prototype. I was in charge of handling client facing interactions, designing and conducting user needs research and formative evaluations, as well as funneling insights into the final design.

Long lines lead to exasperated customers

Long lines lead to exasperated customers

Long lines lead to exasperated customers

Long lines lead to exasperated customers

Long lines lead to exasperated customers

THE SOLUTION 

A preorder application helps customers make decisions outside the Café easing the stress and anxiety of the current ordering experience.

THE SOLUTION 

A preorder application helps customers make decisions outside the Café easing the stress and anxiety of the current ordering experience.

THE SOLUTION 

A preorder application helps customers make decisions outside the Café easing the stress and anxiety of the current ordering experience.

THE SOLUTION 

A preorder application helps customers make decisions outside the Café easing the stress and anxiety of the current ordering experience.

THE SOLUTION 

A preorder application helps customers make decisions outside the Café easing the stress and anxiety of the current ordering experience.

PROJECT ROADMAP [15 weeks]

PROJECT ROADMAP [15 weeks]

PROJECT ROADMAP [15 weeks]

PROJECT ROADMAP [13 months]

PROJECT ROADMAP [13 months]

A double diamond design process grounded in research

A double diamond design process grounded in research

A double diamond design process grounded in research

From foundational discovery to proof-of-concept prototype

From foundational discovery to proof-of-concept prototype

USER NEEDS RESEARCH

USER NEEDS RESEARCH

USER NEEDS RESEARCH

USER NEEDS RESEARCH

USER NEEDS RESEARCH

Employing research goals and methods that facilitate a deep dive into customer and staff behavior 

Employing research goals and methods that facilitate a deep dive into customer and staff behavior 

Employing research goals and methods that facilitate a deep dive into customer and staff behavior 

Employing research goals and methods that facilitate a deep dive into customer and staff behavior 

Employing research goals and methods that facilitate a deep dive into customer and staff behavior 

Data Review

Data Review

Data Review

Data Review

Data Review

Observation

Observation

Observation

Observation

Observation

Interviews

Interviews

Interviews

Interviews

Interviews

Competitor Analysis

Competitor Analysis

Competitor Analysis

Competitor Analysis

Competitor Analysis

What are the main user profiles of our customers?

What are the main user profiles of our customers?

What are the main user profiles of our customers?

What are the main user profiles of our customers?

What are the main user profiles of our customers?

What does the user journey for customers at the café look like?- including their pain points and motivations?

What does the user journey for customers at the café look like?- including their pain points and motivations?

What does the user journey for customers at the café look like?- including their pain points and motivations?

What does the user journey for customers at the café look like?- including their pain points and motivations?

What does the user journey for customers at the café look like?- including their pain points and motivations?

Does the customers mental model of how the cafe works match up to the reality of the process?

Does the customers mental model of how the cafe works match up to the reality of the process?

Does the customers mental model of how the cafe works match up to the reality of the process?

Does the customers mental model of how the cafe works match up to the reality of the process?

Does the customers mental model of how the cafe works match up to the reality of the process?

What are the customers’ physical, cognitive, and communication tasks at the cafe?

What are the customers’ physical, cognitive, and communication tasks at the cafe?

What are the customers’ physical, cognitive, and communication tasks at the cafe?

What are the customers’ physical, cognitive, and communication tasks at the cafe?

What are the customers’ physical, cognitive, and communication tasks at the cafe?

What is the impact of the “back of house” and “front of house” staff on customer experience? 

What is the impact of the “back of house” and “front of house” staff on customer experience? 

What is the impact of the “back of house” and “front of house” staff on customer experience? 

What is the impact of the “back of house” and “front of house” staff on customer experience? 

What is the impact of the “back of house” and “front of house” staff on customer experience? 

Do customer and staff behaviors change between high traffic and low traffic periods?

Do customer and staff behaviors change between high traffic and low traffic periods?

Do customer and staff behaviors change between high traffic and low traffic periods?

Do customer and staff behaviors change between high traffic and low traffic periods?

Do customer and staff behaviors change between high traffic and low traffic periods?

DATA REVIEW

DATA REVIEW

DATA REVIEW

DATA REVIEW

DATA REVIEW

The cafe gets poorer ratings and feedback than the aquarium as a whole due to long wait times and over priced food

We combed through data from TatVam, a customer experience management tool to understand customer sentiment through online reviews. The aquarium's business intelligence platform, Power BI, revealed that the perceived value of food & beverage is the lowest amongst all of the services and amenities provided by the aqaurium.

The cafe gets poorer ratings and feedback than the aquarium as a whole due to long wait times and over priced food

We combed through data from TatVam, a customer experience management tool to understand customer sentiment through online reviews. The aquarium's business intelligence platform, Power BI, revealed that the perceived value of food & beverage is the lowest amongst all of the services and amenities provided by the aqaurium.

The cafe gets poorer ratings and feedback than the aquarium as a whole due to long wait times and over priced food

We combed through data from TatVam, a customer experience management tool to understand customer sentiment through online reviews. The aquarium's business intelligence platform, Power BI, revealed that the perceived value of food & beverage is the lowest amongst all of the services and amenities provided by the aqaurium.

The cafe gets poorer ratings and feedback than the aquarium as a whole due to long wait times and over priced food

We combed through data from TatVam, a customer experience management tool to understand customer sentiment through online reviews. The aquarium's business intelligence platform, Power BI, revealed that the perceived value of food & beverage is the lowest amongst all of the services and amenities provided by the aqaurium.

The cafe gets poorer ratings and feedback than the aquarium as a whole due to long wait times and over priced food

We combed through data from TatVam, a customer experience management tool to understand customer sentiment through online reviews. The aquarium's business intelligence platform, Power BI, revealed that the perceived value of food & beverage is the lowest amongst all of the services and amenities provided by the aqaurium.

RESOURCES

Tatvam

Power BI

Comment Cards

Online Reviews

RESOURCES

Tatvam

Power BI

Comment Cards

Online Reviews

RESOURCES

Tatvam

Power BI

Comment Cards

Online Reviews

RESOURCES

Tatvam

Power BI

Comment Cards

Online Reviews

RESOURCES

Tatvam

Power BI

Comment Cards

Online Reviews

OBSERVATION

OBSERVATION

OBSERVATION

OBSERVATION

OBSERVATION

Observations conducted at the cafe revealed how different the customer and staff experience can be between high and low traffic periods

We split our team based on the four separate spaces inside the cafe- ordering, cashier, outer seating, and upper seating to understand the customer journey from start to end. Observations helped us come up with conclusions and assumptions that were later confirmed by in-person interviews with customers and staff members.

Observations conducted at the cafe revealed how different the customer and staff experience can be between high and low traffic periods

We split our team based on the four separate spaces inside the cafe- ordering, cashier, outer seating, and upper seating to understand the customer journey from start to end. Observations helped us come up with conclusions and assumptions that were later confirmed by in-person interviews with customers and staff members.

Observations conducted at the cafe revealed how different the customer and staff experience can be between high and low traffic periods

We split our team based on the four separate spaces inside the cafe- ordering, cashier, outer seating, and upper seating to understand the customer journey from start to end. Observations helped us come up with conclusions and assumptions that were later confirmed by in-person interviews with customers and staff members.

Observations conducted at the cafe revealed how different the customer and staff experience can be between high and low traffic periods

We split our team based on the four separate spaces inside the cafe- ordering, cashier, outer seating, and upper seating to understand the customer journey from start to end. Observations helped us come up with conclusions and assumptions that were later confirmed by in-person interviews with customers and staff members.

Observations conducted at the cafe revealed how different the customer and staff experience can be between high and low traffic periods

We split our team based on the four separate spaces inside the cafe- ordering, cashier, outer seating, and upper seating to understand the customer journey from start to end. Observations helped us come up with conclusions and assumptions that were later confirmed by in-person interviews with customers and staff members.

DETAILS

5 observers

4 spaces

2 hrs/observer

DETAILS

5 observers

4 spaces

2 hrs/observer

DETAILS

5 observers

4 spaces

2 hrs/observer

DETAILS

5 observers

4 spaces

2 hrs/observer

DETAILS

5 observers

4 spaces

2 hrs/observer

03. INTERVIEWS

03. INTERVIEWS

03. INTERVIEWS

03. INTERVIEWS

03. INTERVIEWS

Touring interviews (a combination of shadowing and discussion) led to rich findings that intercept interviews fell short of

To gain insights into customer motivations and behavior, we first used intercept interviews. Having customers retrospectively think about their actions did not produce much valuable data, and it was difficult to recruit participants.  We realized that touring interviews with customers conducted in a format similar to a contextual inquiry could surface stronger insights.

Touring interviews (a combination of shadowing and discussion) led to rich findings that intercept interviews fell short of

To gain insights into customer motivations and behavior, we first used intercept interviews. Having customers retrospectively think about their actions did not produce much valuable data, and it was difficult to recruit participants.  We realized that touring interviews with customers conducted in a format similar to a contextual inquiry could surface stronger insights.

Touring interviews (a combination of shadowing and discussion) led to rich findings that intercept interviews fell short of

To gain insights into customer motivations and behavior, we first used intercept interviews. Having customers retrospectively think about their actions did not produce much valuable data, and it was difficult to recruit participants.  We realized that touring interviews with customers conducted in a format similar to a contextual inquiry could surface stronger insights.

Touring interviews (a combination of shadowing and discussion) led to rich findings that intercept interviews fell short of

To gain insights into customer motivations and behavior, we first used intercept interviews. Having customers retrospectively think about their actions did not produce much valuable data, and it was difficult to recruit participants.  We realized that touring interviews with customers conducted in a format similar to a contextual inquiry could surface stronger insights.

Touring interviews (a combination of shadowing and discussion) led to rich findings that intercept interviews fell short of

To gain insights into customer motivations and behavior, we first used intercept interviews. Having customers retrospectively think about their actions did not produce much valuable data, and it was difficult to recruit participants.  We realized that touring interviews with customers conducted in a format similar to a contextual inquiry could surface stronger insights.

04.COMPETITOR ANALYSIS

04.COMPETITOR ANALYSIS

04.COMPETITOR ANALYSIS

04.COMPETITOR ANALYSIS

04.COMPETITOR ANALYSIS

Highly rated eateries at similar aquariums have oceanic views and average food; customer experience is influenced by a novel ambience

Highly rated eateries at similar aquariums have oceanic views and average food; customer experience is influenced by a novel ambience

Highly rated eateries at similar aquariums have oceanic views and average food; customer experience is influenced by a novel ambience

Highly rated eateries at similar aquariums have oceanic views and average food; customer experience is influenced by a novel ambience

Highly rated eateries at similar aquariums have oceanic views and average food; customer experience is influenced by a novel ambience

RESEARCH SYNTHESIS

RESEARCH SYNTHESIS

RESEARCH SYNTHESIS

RESEARCH SYNTHESIS

RESEARCH SYNTHESIS

Mapping affinities between the data gathered to derive insights 

After synthesizing our observations, interviews, secondary research, and creating an affinity map, our research findings can be broken down into five main areas:

• Customer Motivations
• Multitasking Parents
• Informational Needs
• Flow of Traffic
• Seating Needs

Mapping affinities between the data gathered to derive insights 

After synthesizing our observations, interviews, secondary research, and creating an affinity map, our research findings can be broken down into five main areas:

• Customer Motivations
• Multitasking Parents
• Informational Needs
• Flow of Traffic
• Seating Needs

Mapping affinities between the data gathered to derive insights 

After synthesizing our observations, interviews, secondary research, and creating an affinity map, our research findings can be broken down into five main areas:

• Customer Motivations
• Multitasking Parents
• Informational Needs
• Flow of Traffic
• Seating Needs

Mapping affinities between the data gathered to derive insights 

After synthesizing our observations, interviews, secondary research, and creating an affinity map, our research findings can be broken down into five main areas:

• Customer Motivations
• Multitasking Parents
• Informational Needs
• Flow of Traffic
• Seating Needs

Mapping affinities between the data gathered to derive insights 

After synthesizing our observations, interviews, secondary research, and creating an affinity map, our research findings can be broken down into five main areas:

• Customer Motivations
• Multitasking Parents
• Informational Needs
• Flow of Traffic
• Seating Needs

IDENTIFYING OUR USERS 

Creating personas, empathy maps and user journeys based on key customer profiles –

IDENTIFYING OUR USERS 

Creating personas, empathy maps and user journeys based on key customer profiles –

IDENTIFYING OUR USERS 

Creating personas, empathy maps and user journeys based on key customer profiles –

IDENTIFYING OUR USERS 

Creating personas, empathy maps and user journeys based on key customer profiles –

IDENTIFYING OUR USERS 

Creating personas, empathy maps and user journeys based on key customer profiles –

The Suburban Family

The Suburban Family

The Suburban Family

The Suburban Family

The Suburban Family

The Elderly

The Elderly

The Elderly

The Elderly

The Elderly

The Couple

The Couple

The Couple

The Couple

The Couple

OPTION 1

OPTION 1

OPTION 1

DIVERGENT DESIGN THINKING

USABILITY TESTING

Pre-order kiosk

Pre-order kiosk

Pre-order Kiosk

Testing designs with the client to see which one sticks

Testing the prototype in Uttar Pradesh, India

I tested the new iteration of the app in five communities in Uttar Pradesh with our key filmmakers mini grid administrators and customers. I designed a field guide for testing that probed into the overall usability, content, and general interest in the app, and used task based usability testing. We implemented changes over a two week period while on the field based on our observations. Participants relied extensively on the local grid administrators for help, trusting their input and coming up with responses to the questions with them. We found that building a rapport with this last-mile energy service staff would be crucial for the success of the project.

Self-ordering kiosks can increase customer throughput and sales by offering visitors another way to pay for their purchases at the cafe. Research has shown that customers spend 20% more at kiosks because customers are more comfortable ordering alone. There is the possibility that long lines could form at the kiosks and pick up counters, increasing wait times. Customers would still need assistance in using the system which requires intervention by staff members. This would necessitate the development of a new job role for this specific purpose or tweaking of an existing role.

Self-ordering kiosks can increase customer throughput and sales by offering visitors another way to pay for their purchases at the cafe. Research has shown that customers spend 20% more at kiosks because customers are more comfortable ordering alone. There is the possibility that long lines could form at the kiosks and pick up counters, increasing wait times. Customers would still need assistance in using the system which requires intervention by staff members. This would necessitate the development of a new job role for this specific purpose or tweaking of an existing role.

Self-ordering kiosks can increase customer throughput and sales by offering visitors another way to pay for their purchases at the cafe. Research has shown that customers spend 20% more at kiosks because customers are more comfortable ordering alone. There is the possibility that long lines could form at the kiosks and pick up counters, increasing wait times. Customers would still need assistance in using the system which requires intervention by staff members. This would necessitate the development of a new job role for this specific purpose or tweaking of an existing role.

As part of the design process, we brainstormed three different design solutions.

Mini grids are small scale power grids that improve access to electricity in developing countries. According to a recent World Bank Study, they have the potential to bring electricity to half a billion people and tackle the universal energy gap. In rural India, mini grids provide reliable sources of electricity to consumers and businesses who struggle with access to the main grid and frequent power cuts. Still, Energy Service Companies(ESCO’s) need to build trust with potential customers who are wary of privatized energy services. I joined the Quicksand team as a user experience designer to prototype a type a proof-of-concept community engagement solution that could scale up the use of mini grids. 

OPTION 2

OPTION 2

OPTION 2

DIVERGENT DESIGN THINKING

USABILITY TESTING

Pre-order mobile application

Pre-order mobile application

Pre-order mobile application

Testing designs with the client to see which one sticks

Testing the prototype in Uttar Pradesh, India

I tested the new iteration of the app in five communities in Uttar Pradesh with our key filmmakers mini grid administrators and customers. I designed a field guide for testing that probed into the overall usability, content, and general interest in the app, and used task based usability testing. We implemented changes over a two week period while on the field based on our observations. Participants relied extensively on the local grid administrators for help, trusting their input and coming up with responses to the questions with them. We found that building a rapport with this last-mile energy service staff would be crucial for the success of the project.

Our second concept explores the pre-order system in a mobile format. The application will largely only be used once, so a web application accessible by QR code or a link is ideal. If the app becomes popular then it is possible that speed and service will slow down, which was the case with Starbucks’ mobile pre-order app. This will require significant changes to the service structure and café layout.

Our second concept explores the pre-order system in a mobile format. The application will largely only be used once, so a web application accessible by QR code or a link is ideal. If the app becomes popular then it is possible that speed and service will slow down, which was the case with Starbucks’ mobile pre-order app. This will require significant changes to the service structure and café layout.

Our second concept explores the pre-order system in a mobile format. The application will largely only be used once, so a web application accessible by QR code or a link is ideal. If the app becomes popular then it is possible that speed and service will slow down, which was the case with Starbucks’ mobile pre-order app. This will require significant changes to the service structure and café layout.

As part of the design process, we brainstormed three different design solutions.

Mini grids are small scale power grids that improve access to electricity in developing countries. According to a recent World Bank Study, they have the potential to bring electricity to half a billion people and tackle the universal energy gap. In rural India, mini grids provide reliable sources of electricity to consumers and businesses who struggle with access to the main grid and frequent power cuts. Still, Energy Service Companies(ESCO’s) need to build trust with potential customers who are wary of privatized energy services. I joined the Quicksand team as a user experience designer to prototype a type a proof-of-concept community engagement solution that could scale up the use of mini grids. 

OPTION 3

OPTION 3

OPTION 3

DIVERGENT DESIGN THINKING

USABILITY TESTING

Interactive information display

Interactive information display

Interactive information Display

Testing designs with the client to see which one sticks

Testing the prototype in Uttar Pradesh, India

I tested the new iteration of the app in five communities in Uttar Pradesh with our key filmmakers mini grid administrators and customers. I designed a field guide for testing that probed into the overall usability, content, and general interest in the app, and used task based usability testing. We implemented changes over a two week period while on the field based on our observations. Participants relied extensively on the local grid administrators for help, trusting their input and coming up with responses to the questions with them. We found that building a rapport with this last-mile energy service staff would be crucial for the success of the project.

The research we conducted in the previous phase revealed that customers do not have the information they need to make well informed decisions. Currently there is an interactive digital display that is placed outside the cafe entrance which has the opportunity for a redesign:

• Making the pricing system more transparent so that customers spend less time at the check-out area.
  
• Communicating the food choices to customers before they enter the cafe reducing dwell times at each station.
  
• Displaying the location of important places like the condiments and seating areas to give customers a mental model of the cafe layout before they enter the space.

The research we conducted in the previous phase revealed that customers do not have the information they need to make well informed decisions. Currently there is an interactive digital display that is placed outside the cafe entrance which has the opportunity for a redesign:

• Making the pricing system more transparent so that customers spend less time at the check-out area.
  
• Communicating the food choices to customers before they enter the cafe reducing dwell times at each station.
  
• Displaying the location of important places like the condiments and seating areas to give customers a mental model of the cafe layout before they enter the space.

The research we conducted in the previous phase revealed that customers do not have the information they need to make well informed decisions. Currently there is an interactive digital display that is placed outside the cafe entrance which has the opportunity for a redesign:

• Making the pricing system more transparent so that customers spend less time at the check-out area.
  
• Communicating the food choices to customers before they enter the cafe reducing dwell times at each station.
  
• Displaying the location of important places like the condiments and seating areas to give customers a mental model of the cafe layout before they enter the space.

As part of the design process, we brainstormed three different design solutions.

Mini grids are small scale power grids that improve access to electricity in developing countries. According to a recent World Bank Study, they have the potential to bring electricity to half a billion people and tackle the universal energy gap. In rural India, mini grids provide reliable sources of electricity to consumers and businesses who struggle with access to the main grid and frequent power cuts. Still, Energy Service Companies(ESCO’s) need to build trust with potential customers who are wary of privatized energy services. I joined the Quicksand team as a user experience designer to prototype a type a proof-of-concept community engagement solution that could scale up the use of mini grids. 

The preorder mobile application received the most positive feedback from client and customer feedback sessions

The preorder mobile application received the most positive feedback from client and customer feedback sessions

The preorder mobile application received the most positive feedback from client and customer feedback sessions

The preorder mobile application received the most positive feedback from client and customer feedback sessions

The preorder mobile application received the most positive feedback from client and customer feedback sessions

A growing number of people in rural India own smartphones but have little experience in creating content. We had to build a filmmaking app for these first time mobile users, helping them produce narrative driven films with minimal effort.

WIREFRAME DESIGN

USABILITY TESTING

USABILITY TESTING

USABILITY TESTING

USABILITY TESTING

Initial feedback on the low fidelity prototype revealed features that customers liked and features to nix

Testing the prototype in Uttar Pradesh, India

Testing the prototype in Uttar Pradesh, India

Testing the prototype in Uttar Pradesh, India

Testing the prototype in Uttar Pradesh, India

I tested the new iteration of the app in five communities in Uttar Pradesh with our key filmmakers mini grid administrators and customers. I designed a field guide for testing that probed into the overall usability, content, and general interest in the app, and used task based usability testing. We implemented changes over a two week period while on the field based on our observations. Participants relied extensively on the local grid administrators for help, trusting their input and coming up with responses to the questions with them. We found that building a rapport with this last-mile energy service staff would be crucial for the success of the project.

EXPERT REVIEW

USABILITY TESTING

USABILITY TESTING

USABILITY TESTING

USABILITY TESTING

Expert feedback on features is important so that time and resources are concentrated on building out functionality that customers will actually use, versus putting effort into features that do not add value.

Testing the prototype in Uttar Pradesh, India

Testing the prototype in Uttar Pradesh, India

Testing the prototype in Uttar Pradesh, India

Testing the prototype in Uttar Pradesh, India

I tested the new iteration of the app in five communities in Uttar Pradesh with our key filmmakers mini grid administrators and customers. I designed a field guide for testing that probed into the overall usability, content, and general interest in the app, and used task based usability testing. We implemented changes over a two week period while on the field based on our observations. Participants relied extensively on the local grid administrators for help, trusting their input and coming up with responses to the questions with them. We found that building a rapport with this last-mile energy service staff would be crucial for the success of the project.