OBJECTIVE

My involvement in this project was focused around
bridging the gap between service delivery and customer interaction with the café, including how the
customers were able to use the facilities in the café.
My tactic was to combine gamification and the use of
an instruction booklet to help users create new habits.

MY ROLE + TEAM

Service/ UX Designer (ME)
Project manager x 1
Visual Designer x 1

OUTCOME

Through this gamification design.
There was an increase in users’ willingness to use our facilities which lead to an increase in daily revenue.

THE CHALLENGES

Journey café created an unconventional space with the focus to encourage customers to spend quality time inside.

The primary difficulty we faced was when customers were faced with such an unfamiliar environment, there was a lot of uncertainty as to what activities they were able/allowed to do within the café.
My ambition was to improve the user understanding of what the cafe was trying to achieve, which would then enable the customers to feel at ease to use the facilities in an efficient and effective way.

GOAL

(1) Make the facilities friendly and easy to use for everyone.
(2) Create a space for innovation and deeper engagement.

Humans tend to be reluctant to change, so our goal was to find what is the easiest way we could allieviate the resistance to change and re-engineer their behaviors through Design.
Through our user research, we realized that there was still room for improvement in the “Join” and “Words” categories. We wanted to create a memorable experience worth sharing, so we contemplated what might happen if we were to combine a gaming approach into the service and come out with the idea of a challenge booklet.

USER JOURNEY

FIELD INVESTIGATION &
DEFINING THE PROBLEMS

Our two most insightful ways to gather data was via
observing customers natural behaviour and interviewing front line staffs to gain their experience.
These two methods gave us valuable data into the customers perspective.
From this we focused on solving the pain point while
also not effecting the staff’s working process.
e.g.: increace self tableware recycling, food crafting rate, and make customers’ time more valuable while waiting
for their order.

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HOW THE BOOKLET WORKS?

Scan QR Code

Complete Task

Gain points from missions

Award

We create 52 missions in the booklet,
such as “make a pizza by yourself”,
or “complete the tableware recycle”

Complete task by using
more facilities in the cafe
by interact with the facilities.

To make user feel achievements,
we opted from gamification theory,
and come out few skill points for
player can earn from the mission
such as social, active, observe,
connective, and creativity.

If you gain enough of skill
points, you could claim for an
award from the cafe

User will follow the mission guideline, scan the QR code near by facilities, it will guide them to complete a mission
by interact with the facilities.

Share with friends

In addition to its fun badge system,
leaderboard system is a powerful motivator.
Being able to recommend and compete
with friends and challenge one another.

A/B TESTING

It’s also important to make sure that we have a way to measure the success or failure of our ideas.
I analyzed user status while the campaign was running.
The “heavy” and “middle” user were our target audience,
we also want to know how can we improve for the ”dead”
and “light” status users. If they experienced difficulty or if they had hidden pain points through completing the missions.

From our researched, we recorded user’s behavior, made note of what they were saying and feeling while completing the missions. Listening to users helped us improve the pain points
on the user journey map.
We also take these missions as A/B testing elements, it helped us create a better dining experience and increased the revenue.