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USER EXPERIENCE RESEARCH
Paul Lee Trevor Robison Son Tran
Video Analysis
Click here to see the video
RESEARCH Paul Lee Trevor Robison Son Tran Video Analysis Click - - PowerPoint PPT Presentation
RESEARCH Paul Lee Trevor Robison Son Tran Video Analysis Click - - PowerPoint PPT Presentation
USER EXPERIENCE RESEARCH Paul Lee Trevor Robison Son Tran Video Analysis Click here to see the video About 85 c Brief background of 85 c Bakery Cafe Background 85 c Bakery Cafe is a Taiwanese chain of coffee shops and self-serve
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About 85°c
Brief background of 85°c Bakery Cafe
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Background
▣ 85 °c Bakery Cafe is a Taiwanese chain of coffee shops and self-serve bakeries. The company was founded in 2003. ▣ It has 1000 locations worldwide in Taiwan, China, Australia and the United States. ▣ The company opened its first US location at Diamond Jamboree mall in Irvine, California in 2009.
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85°c Bakery Cafe Store Map
25 stores US 535 stores CN 400 stores TW 7 stores AU
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Research Site
85°c - Irvine/ Diamond Jamboree. 2700 Alton pkwy #123 Irvine, CA 92606 The first United States location opened in 2009
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Objective
Determine how patreons found out about 85°c. Determine what could be improved for customers to participate in rewards programs and engage 85°c’s social media pages.
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Research Goals
▣ How did you hear about 85°c originally? ▣ Have you ever been to the 85°c website? ▣ Are you familiar with the 85°c reward programs? ▣ Have you ever gone to social media pages of 85°c? ▣ What are some things which could be improved?
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Methods of Observation Used
▣ Naturalistic observation ▣ Participant observation ▣ User interviewing ▣ Asynchronous polling ▣ Research planning
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At a Glance
Extremely high volume (2000-2500 customers daily) Extremely diverse customer based
- n no single
demographic Cafeteria style self service Clean despite construction High energy environment Open kitchen extremely clean and busy Most area devoted to product cases and designated checkout lines
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Questions
- Q1. How did you hear about 85c
- riginally?
- Q2. Have you ever been to the 85c
website? Q3: Are you familiar with the 85c reward programs? Q4: Have ever gone to social media pages of 85c? Q5: What are some things which could improved?
Interview #1
Responses
R1: Word of Mouth. Heard about 85c bakery back in China from friends. R2: No. Never been to 85c website or SNS platform. R3: No. Never knew that kind of program even existed. R4: No. Never been to any of 85c social media pages. R5: More P.O.S. needed in order to fulfill a long line of customers. It would be great to remodel the pathway of the pastry cases.
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Questions
- Q1. How did you hear about 85c
- riginally?
- Q2. Have you ever been to the 85c
website? Q3: Are you familiar with the 85c reward programs? Q4: Have ever gone to social media pages of 85c? Q5: What are some things which could improved?
Interview #2
Responses
R1: Discovered a long line of customers while driving by. R2: Nope. Never been to 85c website. R3: Nope. Never heard of reward programs. R4: Nope. This is first time visiting the 85c bakery. R5: It would be really great to have a
- nline ordering app to avoid waiting
time.
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Solutions
Remodel Remodeling on interior to provide an user friendly design that minimizes the waiting time. POS+Cashier More P.O.S. and cashiers to speed up the payment process. Online order Need an app that helps customers order online to avoid a long line. Marketing strategy Better marketing plans to attract customers to participate in rewards programs and engage 85°c’s social media sites
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