Happiness
Is A Tap Away
Project Duration
2 Months
Team
Gong cha CA Franchise
Peblla
My Role
UX Research
Market Research
Prototyping
Visual Design
Tool
Figma
Miro
Methodology
Secondary Research
Competitive Research
Affinity Mapping
Empathy Mapping
Heuristic Evaluation
Personas
User Flows
System Design
Wireframes
Usability Testing
High-Fidelity Prototyping
A/B Testing
Quantity Survey (QS)
Subject Matter Expert Interview
⊕ Objective
Gong Cha has received consistent feedback from franchisees and customers requesting the development of a mobile app and self-checkout kiosk. However, the Gong Cha team is determined to understand the underlying user needs driving this request.
⊕ Approach
The team will conduct user research to gather data and insights about customer pain points and preferences. This will include surveys, interviews, and observations to understand how customers interact with Gong Cha kiosks and identify opportunities to improve their experiences.
The user research findings will be analyzed to identify patterns and insights about customer needs and expectations. The Gong Cha team will then use these insights to design a mobile app and self-checkout kiosk that addresses the identified pain points and delivers an improved in-store customer experience.
⊕ Prototyping
⊕ User Research
Touchless shopping experience
Customers increasingly demand touchless experiences due to the pandemic.
App and self-checkout kiosks provide a more convenient shopping journey for customers.
Digital products reflect the brand.
Customers want self-checkout kiosks and apps to reflect the brand visually and aesthetically.
Gamification and Reward System
Customers want to auto-enroll in reward systems and track reward points easily through self-checkout kiosks.
It should be easy for customers to redeem discount tickets or promo codes by scanning the event QR code.
Efficient checkout process
66% of customers prefer self-service options over interacting with store employees.
Self-checkout kiosks increase average order amounts and decrease staff workload.
Self-checkout kiosks automate overflow check-out traffic and reduce long lines due to insufficient staff.
Self-service kiosks lower overhead costs, increase revenue and productivity, and enhance the customer experience.
⊕ Problem
Statement
How might we elevate the digital products shopping experience and provide high drink customization and efficiency?
⊕ Double Diamond Design Process
Empathize with users.
Observing users in their natural environment to understand their behaviors and attitudes.
Engaging through interviews and casual conversations to get deep insights.
Experiencing their world by immersing oneself in their environment or undergoing the challenges they face.
Define user goals, needs, and pain points.
Analyze the observations and synthesize them to define the core problems.
Clearly articulate the users’ needs, desires, and challenges in a user-centric problem statement.
Ensure the focus remains on the user perspective rather than business or technological challenges.
Ideate by creating ideas for innovative solutions.
Brainstorm a range of creative solutions without being limited by feasibility.
Encourage diverse perspectives and foster an open-minded environment.
Prioritize ideas based on potential impact, feasibility, and alignment with user needs.
Prototype to flesh out potential solutions.
Create wireframe and low-fidelity prototypes that can be quickly assembled and modified.
Focus on representing different solutions or features to understand their viability and appeal.
Validating assumption by conducting A/B testing.
Test solutions.
Engage with users to gather feedback on the prototypes.
Observe their interactions and listen to their feedback to understand what works and what doesn’t.
Iterate on the prototypes based on the feedback received, ensuring the final solution aligns with the users’ needs.
Implement the final solution.
Develop the solution into a full-fledged product or service.
Monitor the solution post-implementation to understand any areas of improvement or unforeseen challenges.
Continue engaging with the users, ensuring their needs are continuously met and the solution remains relevant.
⊕ Research Plan Objective
Identify positive and negative experiences during the ordering phase
Understand how people customize their order
Discover how to increase customer loyalty with the reward program
⊕ User Research
After conducting independent user research, we discovered that customers desire more control over their drink customization and reward redemption process without relying on staff assistance. The ordering experience involves multiple factors such as menu visualization, product information, ingredient details, reward points, line-skipping, and extended order time without any interruptions from staff or other customers.
⊕ Competitive Analysis
Direct Competitor
Happy Lemon
Kung Fu Tea
Urban Ritual
Yifang Taiwan Fruit Tea
Boba Guys
Indirect Competitors
Jamba
Joe & The Juice
Yogurtland
Baskin Robbins
Cold Stone
Aspirational Competitor
Gong Cha Korea
Mcdonald's
Starbucks
Blue Bottle
Peet’s Coffee
⊕ Primary Research
Questionnaire
A survey comprising roughly ten questions will be distributed via Google Forms. The respondents will encompass franchise owners, store managers, frontline staff, and the broader customer base.
Interview
Individual interview with 6 people. Each study will last approximately 30 minutes.
⊕ Affinity Diagram
Using sticky notes, I collected user feedback, opinions, frustrations, and pain points. These notes were then organized and clustered to identify core insights.
Key Findings
Users have expressed several concerns regarding the digital ordering products:
There's apprehension that digital platforms might not be adept at managing intricate orders or substitutions compared to human servers.
Users feel digital products might not be as secure as conventional ordering methods, especially when retaining sensitive customer data.
The capability of digital products to cater to unique requests or dietary constraints might not match that of human servers.
A common concern is the potential lack of personalized service and tailored recommendations that human servers typically offer.
There's a perception that digital products may be more susceptible to technical glitches and disruptions than traditional ordering systems.
⊕ User Persona
Name
Lisa Chen (34)
Location
California
Occupation
Financial Consultant
Salary
$97,038
Education
Bachelor’s degree in Business Administration
Relationship
Married, mother of two
Goal
After finishing work, Lisa likes to order drinks for her kids and husband.
Lisa wants to check out the latest promo deals and redeem reward points.
Lisa prefers to order caffeine-free drinks for her kids.
She likes to customize drinks for herself and her husband.
She checks the calorie information before ordering due to her health consciousness.
She is cautious about allergen ingredients and ensures the drinks she orders do not contain any harmful components.
She is looking for a fast checkout process, allowing her to customize multiple beverages.
Motivation
Time efficiency
Skip the line
New technology
Avoiding Human interaction
More freedom
Self-service
Feel in control
Enjoys accumulating reward points
Pain Point
Error probability
Instruction not clear
Information not sufficient
Privacy & online safety
Security
Scan System
Complicated user flow or system
Feel anxious when she interacts with staff during checkout, especially if a lone line is behind and waiting for her.
She gets annoyed when there are no clear instructions for using the self-checkout kiosk.
Struggles to make informed decisions due to a lack of detailed information about the drinks, including their ingredients, calorie count, and allergens, which cannot be readily determined from the drink names alone.
