![Hasith Panditharatne
Aly Agda | Uta Wolf
t
M S Cmust should could
TODAY
homepage [mobile,
tablet, desktop]
improved IA
GPS functionality
nearest store
‘filter by’ [flavours]
flavour combination
_test & develop
other pages
_consistant content
across all channels
_refine wording ‘filter
by’ & ‘gelato insider’
_ hero content to
link into categories
_ door host advises
queueing customers
on flavours on web
site via tablet
feature
release
Where to from here?](https://image.slidesharecdn.com/7c5b9a95-acec-4122-b1c3-c8bcbbdb6a95-160824093429/85/MESSINA_PRESENTATION-48-320.jpg)
MESSINA_PRESENTATION
- 1. A UX (User Experience) Design Project General Assembly | Sydney 2016 Hasith Panditharatne, Aly Agda, Uta Wolf
- 2. ~ The Challenge ~
- 3. Hasith Panditharatne Aly Agda | Uta Wolf Re-design the website to better reflect the Messina brand & Identify in-store opportunities for better customer engagement
- 4. ~ The Solution ~
- 5. Hasith Panditharatne Aly Agda | Uta Wolf ...a new mobile website that allows customers to access information more easily & ...a more enjoyable way to wait in line
- 7. Hasith Panditharatne Aly Agda | Uta Wolf
- 9. Hasith Panditharatne Aly Agda | Uta Wolf GELATO MESSINA ADDITIONAL OFFERINGS # of FLAVOURS # of STORES SOCIAL MEDIA CHANNELS OPTIMIZED DEVICES CONTENT N2 EXTREME GELATO GELATISSIMO CREMERIA DE LUCA - Gelato classes - Gelato cakes - Brand collaborations - Pop-up events - Cart catering - Degustation menu IG = 63.6k Followers FB = 23.4k Likes TW = 1k Followers FB = 90.3k Likes IG = 7.3k Followers TW = 1.4k Followers FB = 13.1k Likes IG = 2.3k Followers TW = 106 Followers IG = 143k Followers FB = 92.7k Likes TW = 12K Followers - Mix n Match catering - Brand collaborations - Franchise opportunities - Different cone options - Different dessert options - Buy ingredients - Dessert menu 12 + 1 4 + 1 38 + 16 1 35 + 5 30 50 13 COMPETITOR ANALYSIS
- 10. What ~ Your Colleagues ~ Have Said
- 11. Hasith Panditharatne Aly Agda | Uta Wolf 9 staff 4 stores*in We asked... *Darlinghurst, Surry Hills, The Star, Parramatta
- 12. Hasith Panditharatne Aly Agda | Uta WolfWhat your colleagues have said... Messina is different from others because of the quality of the product, the specials, the many flavours, and the music selection. We get free gelato. We like working here because it is a strong brand. We bond as a team. Work feels like fun. There is a clear path of career progression, and it is well paid. We are not too keen on indecisive customers, who take a long time to choose flavours, It makes our job harder dealing with the other customers. We sometimes find it hard to stand for a long time. -+
- 13. What ~ Your Customers ~ Have Said
- 14. Hasith Panditharatne Aly Agda | Uta WolfWe asked.. over 800 customers
- 15. Hasith Panditharatne Aly Agda | Uta Wolf The quality and innovative flavours are our most favourite things. Queuing, no parking and the price are our least favourite things. What your customers have said We eat gelato after a dinner or drinks, when we’re socialising with friends. We would go elsewhere for shorter queues, better price, or more convenient location. Darlinghurst, Surry Hills and Fitzroy are our most popular stores. We’d like to find out more about the flavours and specials. -+
- 16. ~ Analytics ~
- 17. Hasith Panditharatne Aly Agda | Uta Wolf
- 18. _chatting to the staff Understanding ~ Your Customers ~
- 19. Hasith Panditharatne Aly Agda | Uta Wolf BEN DENVER, 31 ILLUSTRATOR PAIN POINTS Long queues Not enough seats Far away store locations No parking nearby BIO Ben is a creative mind with a love for fun music and great food. He follows the latest posts on facebook and instagram and is always on the lookout for the latest news and innovative products that he can tell his friends about. DEVICES USED iPhone 6, Macbook, Tablet SCENARIO Ben catches up with his best friends over drinks and dinner on a Friday night. They feel like going somewhere for dessert afterwards, and are looking for a place that will provide a new experience of flavours. - - - TECH PROFICIENCY PURCHASE FREQUENCY* SOCIABILITY BRAND LOYALTY MUSIC LOVER + + + * - + - + * buys gelato several times a month GOALS / NEEDS Trying out the new specials Being part of a reputable brand Spending time with friends “ I come here to check out the specials. “
- 20. Hasith Panditharatne Aly Agda | Uta Wolf JESSICA HILL, 20 RETAIL ASSISTANT PAIN POINTS Cost of a scoop Having to pay cash Waiting for indecisive customers GOALS / NEEDS Trying many different flavours Feeling welcomed by the staff Enjoying quality gelato BIO Jessica lives with her parents and works in a boutique fashion store. She enjoys making new friends and seeks out places that have a good and relaxed vibe. DEVICES USED iPhone 4, Desktop PC SCENARIO Jessica is out with her girlfriends and talks about her experience at Messina. She goes to the website and would to show her the variety of flavours and explore gluten-free options. - - - TECH PROFICIENCY PURCHASE FREQUENCY* SOCIABILITY BRAND LOYALTY MUSIC LOVER + + + * - + - + * buys gelato once to twice a week “ I go to the website to find out more about the flavours. “
- 22. Hasith Panditharatne Aly Agda | Uta WolfChallenge 1: The Queues
- 23. Hasith Panditharatne Aly Agda | Uta Wolf Retain queues to advertise the product Shorten waiting time to buy the product faster Customer & Business Goals Customers Messina Solution Make queueing more enjoyable
- 24. + - Hasith Panditharatne Aly Agda | Uta Wolf THOUGHTS / FEELINGS: SATISFACTION BASELINE DESIRE FOR DESSERT Content after an evening out with friends after din- ner and drinks Advertise that waiting is made more enjoyable Sample Handouts. Messina cart / Food truck with specials outside shop. Allow to buy from inside queue. Educate. Entertain. Add photos to writ- ten menue. Door host with tablet advises customers of new website showing flavour descriptions with images. Advertise which flavours go well together on tags in gelato counter, with summary of ingredients. Introduce eftpos, card payment op- tions. Work with coun- cil on branded fun-gelato seat- ing sculptures in nearby parks to divert customers to a place to sit. Excitedly discusses where to go for dessert, con- sidering various options. Reminissing about previous exper- ince by looking at photo gallery of gelato on social media. Walking to store in joyful anticipation. Disappointed to see the long queues. Considering whether to go somewhere else Somewhat frustrated about having to wait in line, but feels welcomed by the engaging door host . Looking forward to tasting some of the flavours, but unsure about what the gelato looks like Confused about making a final choice on the flavours, after reading menue and now seeing flavours flavours displayed at counter. Indeci- sive, asking to taste samples Uncomfortable that others had to wait whilst choosing /tast- ing flavours. Not sure whether final flavours go well together. Surprised about having to pay by cash Looking for somewhere to sit, but no available seats.Somewhat disappointed that melting gelato will have to be eaten whilst walking. Enjoys the quality of the gelato and tastes / compares flavours with those that friends bought. Plans on telling otherfriends about the experience. EXPLORE OPTIONS REVIEW FLAVOURS STORE LOCATION GOOGLE MAPS FACEBOOK / INSTAGRAM MESSINA WEB FACEBOOK, INSTAGRAM, GOOGLE MESSINA STORE APPROACH STORE WAITING IN LINE REVIEW MENU CARD REVIEW GELATO AT COUNTER MAKE AN ORDER FIND A SEAT LEAVE STORE & REFLECT TOUCHPOINTS: OPPORTUNITIES: ENRICHED EXPERIENCE POACHED EXPERIENCE ANTICIPATE ENTER ENGAGE EXIT BEN Customer Journey Map: In-Store Experience
- 25. Hasith Panditharatne Aly Agda | Uta Wolf BEN Long Queues Few Seats - - GAINS PAINS Excitement Product Enjoyment ANTICIPATE ENTER ENGAGE EXIT Customer Journey Map: In-Store Experience + + +
- 26. Hasith Panditharatne Aly Agda | Uta Wolf Turn queuing into a positive experience GAINS PAINS BEN ANTICIPATE ENTER ENGAGE EXIT Customer Journey Map: Improved Experience + + +
- 27. Hasith Panditharatne Aly Agda | Uta WolfWe brainstormed with... 12 customers 3 UX designers *workshopped at gelato class 9th July 2016 +
- 28. Hasith Panditharatne Aly Agda | Uta Wolf HAND OUT SAMPLES to help choice paralysis at counter UPDATE MENU Showing pictures of flavours ORDER FROM QUEUE as a fast lane option ADD GELATO CART outside store offering specials DOOR PRIZES handed out by door host DIGITAL DISPLAY with gelato insights, events, specials DOOR HOST | TABLET showing flavour section on website ADD INGREDIENTS LIST to gelato names at counter How to make waiting more enjoyable...
- 29. Hasith Panditharatne Aly Agda | Uta WolfWe tested the ideas with... 10 customers *and rate each idea on a scale from 1 to 10
- 30. HAND OUT SAMPLES to help choice paralysis at counter UPDATE MENU Showing pictures of flavours ORDER FROM QUEUE as a fast lane option DOOR HOST | TABLET showing flavour section on website ADD GELATO CART outside store offering specials DOOR PRIZES handed out by door host DIGITAL DISPLAY with gelato insights, events, specials ADD INGREDIENTS LIST to gelato names at counter Hasith Panditharatne Aly Agda | Uta WolfCustomer Ratings | More enjoyable queues 75% 60% 67% 57% 67% 52% 36% 67%
- 32. Hasith Panditharatne Aly Agda | Uta Wolf Reflect Brand Clear Content Structure Educate Indulge in the product Learn Customer & Business Goals Customers Messina Solution Clarify information architecture
- 33. Hasith Panditharatne Aly Agda | Uta Wolf enriched experience poached experience satisfaction baseline Customer Journey Map: Digital Experience of Gelato Messina action: opportunity: Excited about recieving the Messina Newsletter, wants to know more detail Satisfied with content presented in blog post, curious for more similar info Confused about Blog tags/ sections don’t work as expected. DISCOVERY COMPARISONMESSINA SITE RESEARCH REDIRECTED thoughts / feelings: Curious to find out about Gelato Appreciation Classes advertised on the home page Frustrated that they can’t find out what city has available classes, then finds bookings full. Confounded as they can’t easily see what the current five specials are. Bewildered that they got redirected to social media to find out the latest flavours. Instead of going back to the website, they thought it more efficient to access Google Maps Compares with other dessert alternatives within the area they’ll be around Re-organize website structure in order to show an events page, a gallery of previous work or searchable content. Email newsletter indicates how full this week’s gelato classes are, if there are any available spots. Alternatively, advertise on landing page. Make this information easy to find in the navigation header or advertised on the landing page with a plugin for the Instagram feed. Crucial info on special flavours and events and the nearest store are contained within the website so that the craving for gelato is not overwhelmed by frustration. touchpoints: MESSINA WEBSITEEMAIL FACEBOOK, INSTAGRAM GOOGLE MAPS ACTIONS: Customer Journey Map: Digital Experience Jessica
- 34. Hasith Panditharatne Aly Agda | Uta Wolf Information architecture Consistency of content across channels Newsletter excitement Curiosity JessicA DISCOVERY SITE RESEARCH COMPAREREDIRECT Customer Journey Map: Digital Experience - - + +
- 35. Hasith Panditharatne Aly Agda | Uta Wolf GAINS PAIN POINTS Clear information architecture DISCOVERY SITE RESEARCH COMPAREREDIRECT Customer Journey Map: Digital Experience + +
- 36. Hasith Panditharatne Aly Agda | Uta WolfCurrent Site Map long & deep structure-
- 37. Hasith Panditharatne Aly Agda | Uta WolfWe tested the current site with... 6 users 12 customers *workshopped at gelato class 9th July 2016*scripted usability testing +
- 38. Hasith Panditharatne Aly Agda | Uta WolfProposed Site Map survey results google analytics tested on 6 users *card sorting Based on....
- 39. ~ Prototypes ~
- 40. Hasith Panditharatne Aly Agda | Uta Wolf JESSICA HILL, 20 I’d like to find out more about the different flavours, and look at some gluten-free options. “ “ Scenario
- 41. Hasith Panditharatne Aly Agda | Uta WolfWireframes
- 42. Hasith Panditharatne Aly Agda | Uta WolfImproved Functionality automatic GPS functionality clearer information architecture ‘filter by’ option for flavours suggested flavour combination nearest store location
- 43. Hasith Panditharatne Aly Agda | Uta Wolf USABILITY USABILITY USABILITY 1 2 3Wireframes Prototype V1 Prototype V2 Excellent Excellent Excellent 9 users5 users5 users Prototype Testing 90% 83% 84%
- 44. Hasith Panditharatne Aly Agda | Uta Wolf V1 V2 Prototype Prototype 1 1 2 3 4 42 3 ‘filter by allergy’ unclear radio buttons too limiting separate vegan and dairy-free & no CTA button number of items missing Prototypes
- 45. Hasith Panditharatne Aly Agda | Uta WolfPrototype
- 46. ~ Next Steps ~
- 47. Hasith Panditharatne Aly Agda | Uta WolfOther Devices
- 48. Hasith Panditharatne Aly Agda | Uta Wolf t M S Cmust should could TODAY homepage [mobile, tablet, desktop] improved IA GPS functionality nearest store ‘filter by’ [flavours] flavour combination _test & develop other pages _consistant content across all channels _refine wording ‘filter by’ & ‘gelato insider’ _ hero content to link into categories _ door host advises queueing customers on flavours on web site via tablet feature release Where to from here?
- 49. ~ Questions? ~
- 50. ~ Thank You ~