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 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.
85 ° c Bakery Cafe Store Map 25 stores US 535 stores CN 400 stores TW 7 stores AU
Research Site 85 ° c - Irvine/ Diamond Jamboree. 2700 Alton pkwy #123 Irvine, CA 92606 The first United States location opened in 2009
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.
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?
Methods of Observation Used ▣ Naturalistic observation ▣ Participant observation ▣ User interviewing ▣ Asynchronous polling ▣ Research planning
At a Glance Extremely Extremely high diverse volume Cafeteria style customer based (2000-2500 self service on no single customers daily) demographic Most area devoted to Open kitchen product cases Clean despite High energy extremely and construction environment clean and designated busy checkout lines
Interview #1 Responses Questions Q1. How did you hear about 85c R1: Word of Mouth. Heard about 85c originally? bakery back in China from friends. Q2. Have you ever been to the 85c R2: No. Never been to 85c website or website? SNS platform. Q3: Are you familiar with the 85c R3: No. Never knew that kind of reward programs? program even existed. Q4: Have ever gone to social media R4: No. Never been to any of 85c pages of 85c? social media pages. Q5: What are some things which R5: More P.O.S. needed in order to could improved? fulfill a long line of customers. It would be great to remodel the pathway of the pastry cases.
Interview #2 Responses Questions Q1. How did you hear about 85c R1: Discovered a long line of originally? customers while driving by. Q2. Have you ever been to the 85c R2: Nope. Never been to 85c website. website? R3: Nope. Never heard of reward Q3: Are you familiar with the 85c programs. reward programs? R4: Nope. This is first time visiting Q4: Have ever gone to social media the 85c bakery. pages of 85c? R5: It would be really great to have a Q5: What are some things which online ordering app to avoid waiting could improved? time.
Solutions Remodel POS+Cashier Online order Remodeling on interior More P.O.S. and cashiers Need an app that helps to provide an user to speed up the payment customers order online friendly design that process. to avoid a long line. minimizes the waiting time. 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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