2016
2019
PORTFOLIO User Experience Design&Ser vice Design
BINSHU YE
CONTENT
1-4
T HE SENSE OF WAITING Personal Proje ct|12 we e ks
HEL LO FR ESH! Group Project|12 weeks
01
INC LUS I V E CON S U L AT E
03
B ATH CH AI R DE S I GN
Group Project|12 weeks
Pe rsona l Projec t|4 weeks
02 04
May. 2019 to Aug. 2019 Individual Project
SENSE O F W AI T I N G User Behavioral Research Based On the Waiting Scene of Glasgow Central Station
PROJECT BRIEF
The motivation for this project begins with the diversity of user behavior in
CORE VALUES
the scene of train station, and individual diversity endows the phenomenon of waiting with more possibilities.
"Waiting" is unfortunately a fact of life that everyone has experienced in the
This project has investigated the behavioral system and psychological chang-
modern world. Because waiting usually can be annoying and frustrating, the
es of user facing the phenomenon of waiting in the train station, aiming at
service provider often seek to deliver their products and services as quickly
optimizing the user experience in the waiting process and further changing
as possible.
the stereotype of "waiting" in people's minds.
MY ROLE
RELATED
METHOD
TOOL
User Experience Researcher
User Research
Desk/Field Research
Engagement Tool
Interviewer
User experience
Case Study
Stakeholder map
Analyst
Psychology/Behavioristics
User journey/Persona
Empathy Map/System Map
UI Designer
User Interface
Prototyping Test
Service Blueprinting
DISCOVER STAGE
A BOU T C EN TRA L STAT I O N Passenger Purpose Analysis
over
38 million
80%
people use it annually
over
of whom are passengers
28%
9%
51%
Commuting
wait longer than 23 minutes
Schooling
16%
Bussiness trip
11% 13%
User Satisfaction by Time Spent in Glasgow Central Station
Overall Patient Satisfaction
90.0
89.2
Other
According to Network Rail, over 38 million people use it annually,
88.3
86.0
Leisure
80% of whom are passengers. Also, the station is the busiest station
84.8
84.0
in Scotland. Under the influence of huge customer flow and
81.2
80.0
uncontrollable factors, the passenger satisfaction under the
76.3
76.0
74.7
72.0
waiting phenomenon caused by non-objective reasons has become an increasingly important link of service providers.
71.3 65.9
68.0
According to the left figure, when the total waiting time is less than
64.0 0
10
20
30
40
50
60
70
Minute
Represent the experiences of 240 passengers passed at Glasgow Central Station between June 1 and June 1, 2019
30 minutes, the fluctuation of user’s psychological state tends to be stable. When the wait is more than 30 minutes, the user satisfaction shows a significant decline.
DISCOVER STAGE
FIELD EN GAGEMENT Engagement Tool Design
01
USER PSYCHOLOGY
About yourself Name: Age: Occupation:
02
USER ROUTINE
yes
Do you enjoy waiting for most What do you see? situations? no
03
USER REQUIREMENT
QUESTIONAIRE
Do you have the Can you share your waiting experience own experience in central station? no about waiting?
What do you feel when you are waiting?
yes
INTERVIEW
What do you see?
What do you usually do when you are waiting?
What do you feel when you are waiting?
Why do you think the process is enjoyable?
Why do you think the process is negative?
Can you share your user routine in the central station?
Thank you for your participation!
DISCOVER STAGE
PS RS ON A A N A LYS I S
ALISON, 26
BEHAVIROAL IDENTIFIERS
“I really enjoy the process of waiting because it symbolizes the beginning of another thing.”
SARAH, 68
BEHAVIROAL IDENTIFIERS
“I think the process of waiting is a period of idle time.Usually waiting is a waste to me.”
Overcrowded rest areas. Actually I usually fill my waiting Most passengers are busy with their process with many things. I have a SEES own work but lack of communication SAYS lot of friends who don't like the between each other. process of waiting, but when they Lots of homeless gathered around have something else to do, waiting the central station. becomes more acceptable.
Crowded rest areas. A lot of young person are playing Passengers in a hurry to depart, with their cell phones while SEES some of them just sit around. SAYS waiting, and some even miss the vehicle information because they are addicted to their mobile phones.
Observe vehicle information Go shopping / Handle tickets DOES Play cellphone/Listen to music Observe others
Observe vehicle information Chat with fellow travelers DOES Lost in thought Read newspaper and magazines
I really enjoy the process of waiting because it symbolizest a beginning THINKS of another thing.
Many people ingore the availability of waiting time, and I like the process of waiting when I'm not in a hurry. It's like a blank time for me which is relaxing and FEELS pleasant. I can use it to do things I want to do, like losing myself.
Personally speaking, waiting is a useless process. People around THINKS them don't enjoy waiting, either. Crowded waiting during rush hours
It depends on what happens next, but usually it's anxious and uneasy. I feel waiting is a period of idle time, and I think service providers have an obligation to FEELS fill in boring waiting time.
DISCOVER STAGE
US E R J OU R N E Y A N A LYS I S Alison
Sarah
STEP 01
STEP 02
STEP 03
STEP 04
STEP 05
STEP 06
STEP 07
Through engaging with people, I
Enter train station Enter train station
Collect ticket Purchase tickets at ticketing center
Waiting for vehicle information Read newspapers and magazines
Shop at store Notice train delays
Go to restroom Wander around in station
Wait at platform Kill time with cell phone
Start his tour Finally get on the train
divided the persona into two types: those who enjoy waiting and those who are bored of this process. In order to explore the reasons for their divergences on
OPPORTUNITIES
PAIN POINT
waiting, I compared their user Crowded waiting area.
How to continue and maintain the positive emotions through the whole process?
The station has no effective measures to alleviate users' waiting anxiety.
Nothing interesting can fill the waiting time or divert attention.
Lack of other innovative forms to fill in the waiting process.
Take the tour with negative emotions.
journeys through overlapping. In terms of common groud, both of them enter the railway station with a positive attitude, but their later
Fill in the monotonous waiting process.
Collecting/buying a ticket symbolizes the beginning of a new waiting time, what if the ticket could be a distraction?
Except the vehicle information,can the station serve as a transit station to convey other interesting informations?
The stations can fill the waiting time of users by Provide users with providing other a variety of options innovative forms in waiting process. of intervention. Other third parties can be linked.
development
is
quite
Enhance the user The construction of waiting platform experience in the creates face-to-face waiting process. opportunities for people on both sides of platform.
different.
Cell phone can be a lever to guide passengers.
and fill this period of time is the
How to relieve the anxiety caused by waiting and effectively guide main goal of the ideation stage.
DISCOVER STAGE
US ER J OU R N E Y A N A LYS I S User route Service and facilities
Actually it’s depends, But I will deliberately fill my waiting time. The train station is full of places for recreation, as long as you explore.
Recreational area
Stations provide passengers with as comfortable a waiting environment as possible, not only from the station itself but also from the corresponding third party groups.
Go to the restroom REST ROOM
ENTRANCE
Observe vehicle information TICKET OFFICE
Collect ticket from ticket machine
MOBILITY POINT
M&S
Play cell phone
Go to the platform 8
SEAT
Buy some snacks
Buy a cup of coffee CO STA
In terms of common groud, both of them enter the railway station with a positive attitude, but their later development is quite different. Allison maintains a positive attitude and fills up the time before the journey by enjoying the various services and facilities offered by the station, fully diverting the attention from the "waiting" process. The stress while waiting can be a result of many factors, including nervousness or dread about the upcoming appointment or procedure; anxiety about what you’re not doing, but should be doing or would rather be doing, while you are waiting; not knowing what’s going on or when you’ll be called; or being uneasy because of the environment (uncomfortable chairs, crowding, too much noise)
DEFINE STAGE
DATA A N A LYS I S User Waiting Behavior
Scenario Touchpoint 88%
Play cell phone
92%
Ticket machine
79%
Read
87%
Electronic signs
75%
Chat
75%
Rest area
66%
Observe
64%
3rd-parties
51%
absence of mind
57%
Platform
REST AREA
After analyzing the user journey, I began to think about the relationship between the specific behavior of the user during the waiting process and the touchpoints of the scenario. The existing resources, such as the station environment, the station facilities, and the staff, can be used as the connectors and participants to create the interesting waiting experience and provide diversion services for users. For the train station, give full consideration to stakeholders which related to "waiting experience", such as lounge, waiting area, leisure facilities, to establish a comfortable waiting MOBILITY POINT
environment for passengers.
DEFINE STAGE
STA K E H O L D E R A N A LYS I S DEPARTMENTS
User Composition
Ticket office Security Media team
57%
Trourist 23%
Customer help point Development department Public performance measure
Office worker 16% 4%
Students
SERVICES
Other
PASSENGERS with different purpose Trourist Pick sb. up Office worker others Students
Free wifi Car park/cycle storage Step free Transportation Lost property
Ticket machine Post box 1st class lounge ATM Seated area Induction loop
When passengers enter the train station, they usually have different backgrounds, purposes, emotional states and requirements, which leads to huge differences in their waiting psychology, waiting behavior and cognition of waiting.
Public security Ticketing officer Volunteers Transportation Route schedulers
Homeless
Waiting room Trolleys Toliet Showers Vending machine Telephones
FACILITIES
By learning to research and understand the psychological context of their own waiting behavior, service provider can have a significant impact upon their
Starbucks AMT cafe Costa Millie’s cookies
Alston bar&beef Burger king Oliver bonas Krispy Kreme The beer house
M&S WHSmith Scribbler Body shop
customers' satisfaction with the service encounter. So I set out to figure out how to turn this unique moment of passengers into a specific service that would distract
DRINK SHOP
people's attention from waiting to other touchpoints provide by the train station. FOOD
Street artist
STAFF
OTHERS
DEVELOP STAGE
SYST E M D E V E LO P M E N T
Enter the Station with different background, purpose, requirements and emotions.
New waiting experience Fill people's waiting times with different touchpoints to distract passenger’s attention
Start an inner journey
Explore the sense of waiting
SCENE 02
Time for reflection
If you have enough time, the train station has a lot of corners you've never been to before, explore it!
With so much work and study to do each day, you can take some time to reflect yourself.
SCENE 01
SCENE 04
Make choices
Train station
based on the present situation
SCENE 03
Buy/Collect ticket
Ticket machine
SCENE 01
Waiting time
Passengers
Take a break Provide service options
while waiting time
Start an inner journey Build a new relationship Self-examination
Build a new relationship The station is like a kaleidoscope, where all kinds of people gather and you can meet new people.
Take a break Take advantage of the waiting time to enjoy a cup of coffee!
DEVELOP STAGE
P R OTOTY PE TESTING Ticketing page
Waiting activities Languages
Buy tickets here
Languages
Languages
Quick selections:
Ticket informations:
Ticket informations:
Do you want to try something new while you waiting time? No
Yes
Choose the activity you want to participate in. Start an inner journey
Take a break
Selfexamination
Build a relationship
Payment interface Languages
USABILITY TEST
Languages
Select payment method: Collect your ticket and enjoy your journey!
Languages
Ticket informations:
Introduction of activities
ÂŁ 8.88
Continue
Back
Join
Back
In the concept development stage, I invited users to complete a series of tasks with the design prototype, so as to discover the usability problems of the concept and make improvements before the visualization of the concept. The idea is aim to create a new interaction between the user and the waiting process. The touchpoints can be a game of exploration, a time of self-reflection, a break time, and even USER FEEDBACK
an opportunity to build new relationships. Users can choose and participate in different service according to their current situation.
DELIVER STAGE
THE CON C EPT
KILMARNOCK
Standard Off-Peak Day Return
YES TA K E A B R E A K
£7.30
DELIVER STAGE
T HE CON C EPT
ICONS
COLORS
#EC6C12
#F8CA6E
#BCDBF3
#2F2D6D
Build a New Relationship
A Time for Reflection
Access to mobility point
Self-examination
"Did I do what I said I would do?�
Make appropriate arrangements
Make appropriate arrangements
DELIVER STAGE
NEW USER JOU R N E Y Use [take a break] as an example
01 ENTER THE STATION Users enter the train station with different purposes, backgrounds, requirements and emotional states.
02 BUY TICKETS The ticket machine is the first touchpoint for most users to enter the station. Passengers buy or collect their ticket from it.
03 CHOOSE ACTIVITIES Users can select the services or activities they want to enjoy or participate during the waiting process based on their personal status at this moment.
04 GET NEW VERSION TICKETS After the selection, users will get the new version of the guiding ticket, which will divert passengers' attention from waiting to the new activity.
05 TAKE A BREAK Users can follow the guide on the ticket to the designated place to obtain the corresponding services.
06 START A JOURNEY By transferring and filling the waiting process, the anxiety caused by waiting can be alleviated. Users start their journey with a positive mental state.
DELIVER STAGE
S ERVIC E B LU EPR IN T Use [take a break] as an example
USER ACTIONS
Enters the train station
Collects or buys ticket
Chooses waiting activities
Gets ticket
TOUCH POINTS
Ticket Machine/ Ticketing office
Ticketing interface
Ticketing interface
Tickets and card
Heads to the lounge
Shows ticket
Gets free coffee
Tickets and card
Free cafe
Enjoys the waiting time
Stops waiting
Electronic signs
FRONTSTAGE INTERACTIONS
Staff/machine provides activity choice
Train station plans activity routes
Staff provides free coffee
Display vehicle information
BACKSTAGE INTERACTIONS
Train station organizes activities with 3rd-parties
Train station plans its internal areas
Train station sponsors the free coffee
Vehicle control
Finace system
Public performance measure
SUPPORT PROCESS
Development department
Public performance measure
Goes to the platform
Check-in
Begins the journey
Tickets and card
Train
Staff checks ticket
Jan. 2019 to Apr. 2019 Group Project
I N C LUS I V E CO N S U LAT E Explore the sense of belonging and identity of the Portuguese with diverse historical and geographical roots
PROJECT BRIEF
This project will focus on the Portuguese citizens living in the UK—an
CORE VALUES
heterogeneous diaspora of around 400,000. Through
connecting
Portuguese
newcomers
with
Glaswegians
and
As with other nations, the communications and relationships between the
experienced Portuguese in Glasgow. To meet the different needs of social
Portuguese State and its citizens is not always an easy one. Thus, creating
acceptance, positive interaction, valuable role and social connection, and
the sense of belonging and new identity to the heterogeneous Portuguese is
then to promoto them in building a community and give them a sense of
the ultimate vision of this project.
belonging.
MY ROLE
RELATED
METHOD
TOOL
User Researcher
User Research
Desk/Field Research
Knowledge Map
Interviewer
User Experience Design
Case Study
Engagement Tool
Analyst
Information Architecture
Persona
Empathy Map/System Map
Visual Designer
Game Design
Prototyping Test
Service Blueprinting
DISCOVER STAGE
PORT U GU ESE IN TH E U K The Reason for coming to the UK
400 thound
328 thound
Portuguese citizens living in the UK
Portuguese citizens registered in the UK
48% are not originally from Portugal
Psychological level food environment entertainment activities
More than 48% of the Portuguese citizens in the UK are from all over the world. India 27.22%
Macau 3.15%
Angola 8.38%
Other 3.3%
Timor 5.6%
weather traffic system
social welfare security environment
policy support
work opportunity medical care language training public service
Suvival Requirement education opportunity high salary self-worth
Culture Similarity Socially Inclusive
Physical level
From the above table, Portugal's past colonies such as India and Macao have
Through the summary of questionnaire feedback, we divided the main reasons
now become part of the Portuguese population, which explains the diversity of
into three aspects, suvival requirement, culture similarity and socially inclusive.
its demographic composition. As mentioned in the brief, Portugal's demographic
The advantage of this form is that it allows us to extend the inherent thinking in the
composition and international relations are very abundant and complicated, so
way of empathy, laying the foundation for the later engagement research and
we decided to figure out why these heterogeneous Portuguese came to the UK.
interview with Portuguese.
DISCOVER STAGE
KEYWOR DS EXTEN S I O N Different sectors
CONSULATE CONSULATE
PORTUGUESE
Initiator participant and important stakeholder
Diplomatic task Function
Set up in the city with a large diaspora
Characteristic
IDENTITY
After establishing a basic understanding of the target users, we set up a preliminary knowledge frame diagram in the form of keyword extension. In order to figure out their requirements of the sense of belonging and identity, we need to reach out to different types of Portuguese people as much as possible. The in-depth usage of design such
as
persona
and
interview has become the main goal of our next stage.
PORTUGUESE Basic human rights&needs
The sense of belonging
methods
Several
BELONGING
BELONGING
Primary connection Secondary connection
Visa issuance Documents certification Aliens protection and assistance
Interaction Social relationships effect
History
Valued roles Cultural similarity
Sea Culture
Important element
Comfort zone
Connector
Be accepted Social inclusion
The sense of identity
Physical Psychological
Sea food Mediterranean influences Wide variety of spices
Customs&Manners Sense of connecting
IDENTITY
Food
social self self concept self knowledge self esteem
Culture diversity
Art&Literature Different Characters types Portuguese in the UK
PORTUGUESE IN THE UK
History for settlement Education&employment
Result in Top 5 foreigner worker in UK Poor language Nurse
Economy&commerce Over a quarter The biggest market Demographics Community
DISCOVER STAGE
ENGAGEMEN T R ESE AR C H
Front side
Environment| Meio Ambiente Architecture style| Estilo de arquitetura Celebration|Celebração Weather|Tempo
Personal acceptance |Aceitação pessoal Community|Comunidade Self-worth|Auto-estima Together|Junto
Achievement|Realização Identification| Identificação Medical care| Cuidados médicos Money|Dinheiro
ENGAGED WITH PORTUGUESE
Security|Segurança
Shelter|Abrigo
Job|Trabalho
Food and water| Comida e água
ENGAGEMENT TOOL
Suvival Requirement Culture Similarity
Socially Inclusive
Backside
Based on the results of previous desk research and our hypothesis, we divided the factors affecting sense of belonging and self-identity into culture similarity, socially inclusive and basic survival requirements. The main elements of cultural similarity include weather, festival celebrations, and decorative styles. The aspect of socially inclusive include togetherness, self-worth, communities,etc. And in terms of basic requirements, which have job, food, money,etc. Through placing the colors representing the different partitions on the opposite side to avoid the color affecting the respondent's judgment. QUESTIONAIRE DESIGN
The front side takes the form of picture and text matching for the respondent to avoid possible language barriers.
DISCOVER STAGE
FIND IN G A N A LYSIS Potential Factors SECURITY FRIENDLY PEOPLE
MEDICAL CARE
WARMTH
SELF-WORTH
STABLE JOB
FOOD AND WATER
FULLMONEY
GOOD WEATHER CELEBRATIONS
Basic factor
COMMUNITY
SHELTER
IDENTITIY & B E LO N G I N G
Personal factor
Related to the national conditions
Related to personal background
PERSONAL ACCEPTANCE IDENTIFICATION
The function of consulate is offer connection to communities around
PERSONAL ACHIEVEMENT
TRADITIONAL FOOD
the UK, but mostly have very short interactions with people. Hence, it is CONSULATE
difficult to create a sense of beloning. Only 2 consulate in the UK, which is reducing the accessibility.
POLICY CARE
FAMILIAR ENVIRONMENT
INTERIOR DESIGN STYLE
External factor
ARCHITECTURE STYLE
Suvival Requirement
Participants≥5
Culture Similarity
3≤Participants≤5
Socially Inclusive
Participants≤3
The elements closer to the center of the circle have the greatest influence on the sense of belonging and identity, which might be used PORTUGUESE
as future design directions. We should gradually turn our attention from the outside to the potential. And then looking for the next design direction by connecting external and internal.
DEFINE STAGE
PERSON A A N A LYSIS New comers
Settle down in the UK In the persona analysis of Maria: MARIA
language&communication
ARTURO
23 years old Overseas student in GU Born in Portugal, newcomer to the UK
46 years old Cafe owner Born in Portugal, been in the UK for 9 years
“ I hope to have a happy experience abroad. ”
“ I have built a new life in UK,but the current situation is turning bad.”
integration For new comers, the role of belonging and identity is more like that they are the process of improving the terms on which
SEES
SAYS
SEES
SAYS
Bad weather Unfamiliar environment
I really miss the weather and food in Portugal and I haven't fully adapted to life in the UK.
News about Brexit Very few customers
I want to go back to Portugual cause bussiness of the cafe is bad in recent in years.
DOES
THINKS
DOES
THINKS
Registered at the consulate and participate in some freshman activities.
Hard to integrate into the social life of others, and I am not confident in my English.
Runs a coffee shop and built a new life in the UK.
Don’t know how to create a new business model to attract new customers.
individuals and groups take part in society. In terms of Arturo: improving the current situation self-worth Through interviewing with him, we found that the business of the coffee shop he operated in the past two years was not
FEELS
FEELS
satisfactory. He really wanted to achieve
Worried about new life in the UK even a bit frustrated with the current situation.
Worried about the business of the cafe and depressed with the economic status.
the
purpose
of
attracting
customers
through the improvement of business model.
DEFINE STAGE
AS PECT OF B ELON G I N G User requirement Maria Arturo
Integration assistance
Community connection
Development assistance
Cooperative operation
Rights maintenance
POSITIVE INTERACTION
SOCIAL ACCEPTANCE
VALUABLE ROLE
SOCIAL CONNECTION
“Form positive effects through cooperative relationships & activities.” “Giving importance through participation in the community.” “Helping the users blend in amongst new people and new enviroment.”
Business handling I am looking forward to the help of integrating into the local community of Glasgow.
“Creating more channels for user to build diversity relationships.”
Through the analysis and research of two types of persona, we divide the scope of belonging into four levels to meet the needs of people from two distinct backgrounds. Taking into account the complexity of the problem and the diversity of the target users, we combined the results of
As a long-term resident, I am willing to help new comer, which is a win-win situation.
engagement research to narrow the stakeholder between the Portuguese citizens and the consulate. In my opinion, the role played by consulate here is more like a lever, which meets the individual needs of the target users through its own functional flexibility.
DEVELOP STAGE
SYST E M O F < LA D O BY S I D E > Information flow Material flow
Lado by Side
Financial flow
Portuguese
Certificate
Volunteer
Trail schedule
+
=
Together
English
Trail brochure
Lado by Side
Consulate
The LADO BY SIDE system diagram consists of five main parts. LADO BY SIDE obtains the basic information of new comer from consulate and transmits it to volunteers. Through the connection with the corresponding third-party organizations, it achieves the supply chain
e
Coupons
le du he sc
co m
il
Be
Tr a
Coupons
of stakeholders needed by trail. Through coupons to attract the participation of volunteers, when new comer participates in the overall system, the participants who enjoy the benefits will eventually become a volunteer, so that the overall system can be recycled. Also, third-party organizations also include Portuguese who have the business in the UK. Through the involve these kind of shop into trail destinations, which
Bikes/staff/coupons/trail mission rewards/first week tickets
3rd-Party organization
can attract more customers and finally reach the ideal of win-win
New comer
situation of new comer and local Portuguese.
DEVELOP STAGE
CLUE DESIGN Related stakeholders
Glasgow elements
TASK
Esol Mall Kelvingrove training park Buchanan gallery Botanic garden Arturo’s Portuguese restaurant&cafe Portugal elements
Portuguese bussiness
Next bike
First bus
Scott SPT trail
Others
+
REWARD
+
TASK 1
REWARD 1
1. Enjoy a hearty English style breakfast. 2. Share it on your social media and tag us @ladoxside.
Collect your rewards from the waiter & keep them safe.
CLUE 3
REWARD 3
Continue walking on Buchanan St, when you see the Gallery of Morden Art turn left. Try to find a resturant with striking orange umbrella.
In exchange for your feedback collect some addons to your goodie bag. Open this only at the end of the trail.
TASK 4 Enjoy some familiar flavours and give the restaurant your feedback.
TASK 5 Find a bus station next to you &board a bus that will take you to Wilson Street.
FINALLY EAT! DRINK! PARTICIPATE AND ENJOY!
CLUE
CLUE 1 After eating walk towards Buchanan Street walk until you spot a structure.
TASK 3 Go upstairs, communicate with the first person you meet. Don’t be shy, just say something about yourself.
CLUE 4 Look for your next destination. It’s an outdoor, nature-friendly site with a glass house.
CLUE 5 Keep walking on the Great Western Rd, and turn on the Kelvin Way.
=
TREASURE SEEKERS
TASK 2 Open the first reward & enjoy it over here.
CLUE 2 Walk to North Hanover Street& open the glass door between green signboard, keep your eyes peeled!
REWARD 4 A reward awaits you behind the glass house. Be on a look out for it.
ATTENTION Make sure that you can reach the terminal point befor 5pm.
DELIVER STAGE
BROCHU R E DESIGN
Lado by Side Welcome to
Glasgow! Connect Portuguese newcomers with Glaswegians and experienced Portuguese in Glasgow.
DELIVER STAGE
BROCHU R E DESIGN
5 3
TASKS
KINDS OF REWARDS -Language Training -Shopping Coupon -Barbecue Ingredients
5 5
CLUES
KINDS OF DESTINATIONS
-English style restaurant -Language training center -Garden -Shopping centre -Portuguese style restaurant
DELIVER STAGE
NEW USER JOU R N E Y STAGE
PRE-ENGAGE
USER ACTIONS
THINKING
ENGAGE
Arrives at Glasgow.
Registers in consulate and asks for help.
Gets the brochure of lado by side.
Meets the volunteer and participates in the trail.
1st stop Enjoys the English style breakfast.
What happens next?
How to adapt to the new environment ?
Curious about this activity.
A good chance to get familiar with Glasgow.
A good place to have a taste of British.
2nd stop Participates in ice-break workshop.
3rd stop Goes to the shopping centre.
A good way to improve English skills.
This activity covers many aspects of life.
AFTER
4th stop Enjoys traditional Portuguese lunch.
5th stop Uses Firstweek bus discount.
6th stop Explores the park of Glasgow.
Last stop Engages with new friends.
Touched to eat home dishes in a foreign country.
This activity covers many aspects of life.
Be happy Full of hope with the for a new surroundings. life in Glasgow.
amazed
TOUCH PONINTS
upset
worried
Airport
Hopes to help newcomer. hopeful
delightful
FELLING
Joins in Lado by Side and become a volunteer.
Consulate Consular agent
Lado by side brochure
Trail introduction E-mail
English recipe
Shopping coupons
Goodbag
First week tickets
Botanic garden
Kelvingrove park
Volunteer certification
DELIVER STAGE
SERVIC E B LU EPR IN T
USER ACTIONS
TOUCH PONINTS
Arrives at the UK
Goes to consulate
Gets the trail brochure
British breakfast
Ice-breaker Workshop
Consulate /E-mail
Trail Brochure
Recipe
Shopping coupons
Staff give trail brochure
Staff provide discount
ESOL staff guide this workshop
Connection
LADO BY SIDE sends schedule to volunteers and organisations
Registry system
Schedule system
FRONT STAGE INTERACTIONS
BACK STAGE INTERACTIONS
SUPPORT PROCESS
Portuguese lunch
Transportation
Gets a good bag
Staff provide discount
Staff provide discount
Cafe sends 30% profit to LADO BY SIDE
Mall sends 30% profit to LADO BY SIDE
Finance system
Finance system
Shopping
Visiting
BBQ Party
Become a volunteer
Makes more friends
Firstweek tickets
Botanical Gargen
Kelvingrove Park
Volunteer Certificate
Firstbus provide tickets
Play with volunteers & freshers
Share and enjoy
LADO BY SIDE her a certificate
Cafe sends 30% profit to LADO BY SIDE
Consulate sponsors the barbecue
Store user info in LADO BY SIDE system
Finance system
Registry system
Jan. 2019 to Apr. 2019 Group Project
H E L LO FRESH! Ser vice Re -design and System Optimization Based On HelloFresh Existing Ser vice System
PROJECT BRIEF
CORE VALUES
The motivation of this project comes from the discussion of service design process, that is, how to systematically and structurally obtain user requirements and deepen user experience.
HelloFresh is an international publicly traded meal-kit company based in
This project focuses on the requirements and pain points of users within the
Berlin, Germany. It is the largest meal-kit provider in the United States, and
original service system of HelloFresh, and is committed to finding innovative
also has operations in Canada, Western Europe (including Germany,
opportunities to better understand and empathize with users and then
Switzerland and the United Kingdom), New Zealand and Australia.
achieve the goal of promoting system upgrading and expanding user groups.
MY ROLE
RELATED
METHOD
TOOL
User Experience Researcher
User Research User experience Product & Marketing Research Differentiation Strategy User Interface
Desk/Field Research Case Study User journey/Persona Review Analysis Brainstorming
Stakeholder map
Interviewer Analyst UI Designer
Empathy Map System Map Service Blueprinting
DISCOVER STAGE
A BOU T HELLOF R ES H Service System
Offer fresh box online 01
Deliver to home
02
03
Get customize meal 04
05
06
Suit for Customer with health-conscious Middle-up economic class
Through delivery
Follow the recipe
Enjoy healthy life
Customers with high mobility
During 2017, HelloFresh rolled out operations into Luxembourg and 1.5 M active customers
10 active markets
137.4 M meal consumed
expanded into Western Australia. The focus of hellofresh future geographic expansion will likely continue to be on markets with a
HelloFresh provide households in ten geographies the opportunity to enjoy fresh
relatively high disposable income, a developed infrastructure and high
delicious, home cooked meals with no planning, no shopping, and no stress. Seek to
internet penetration. HelloFresh also has operations in the United
change the way people interact with food, reducing the hurdle for people to cook at
Kingdom, Germany, Austria, Switzerland, the Netherlands, Belgium,
home rather than eat out or order delivery.
Luxembourg, France, Australia, New Zealand, Canada and China.
DISCOVER STAGE
STA K E H O L D E R M A P tional Struct aniza ure Org 3rd party partners
KEY FIGURES
Ware House
y urit sec od Fo
Ma rke t
Design team
Advertising team Operation team Designers Quality supervision apartment Officers Facebook Cookers Instagram Institute of Inspector Twiter Global Food Security Look Fantastic
R&G Alliance Farmer (Herbs) (Venison) DPD Post Office The local Honeyman Gophr (Sweetest) Depot Family The Bonilla Family Couple (Cassava) Self (Hellofresh) James Knight of Mayfair Vegan/Vegetarian (Fish) Body-builders Other delivery Student companies Business people
Food Su p pli er
Cook enthusiast
YoY Growth
ACTIVE CUSTOMERS(M)
1.45
0.86
68,6%
NUMBER OF ORDERS(M)
5.42
3.23
67.7%
ORDERS OER CUSTOMER(M)
3.75
3.77
0.5%
MEALS
39.46
23.90
65.1%
AVERAGE ORDER VALUE
46.62
49.12
5.1%
HelloFresh service system, we are divided into core stakeholders, direct stakeholders and indirect stakeholders according to the closeness of different stakeholders and services. On the user side, we found that the removal of family-based orders has a larger market share. People with special needs, such as fitness enthusiasts and service system. There are no options for special needs.In the advertising market, it
Users Local Community
In order to consider as much as possible the stakeholders associated with the
vegetarians, also occupy a large proportion, but the contradiction is in the hellofresh
Senior people
Other Stakeholders
3 months ended 31-Dec 16
Reception
ry live e D
Courier
3 months ended 31-Dec 17
mainly focuses on the online media, which is also in line with hellofresh's customer National
International
segment.
DISCOVER STAGE
M A R K ETIN G STAGE
DEFINE STAGE
INITIAL USER JOU R NE Y
Customer Needs
Fresh food
Easy cook
Periodical delivery
Environmental
Recipe organization
Healthy lifestyle
Precise ingredients
Cook guidence
Sustainable
Easier guidence
Convenient shopping
Home delivery
Economical
Accessible of special dishes
Stage
Customer Behaviour
BROWSE
ORDER Slect the
Sign up
nutritious
voucher
suitable
Choose date (before Wed.)
fitness meal
from Instagram of HelloFresh
recipe box
Check out
the website
Emotional Experience
Receive mail
at reception on Sat.
Pick one dish
that
the
users
different
exhibit
at
different stages of behavior, we divide hellofresh service system into two
Put
Prepareing
rest of them Cooking in to refridge Enjoying
aspects, online and offline. The main Clean up
performance of the online is negative feedback on the website and the application
side.
For
example,
personal preference cannot be set,
Happy Interested
Wait
emotions
COOK
Pick up
Edit menu
visualizing
the pain point performance of the
DELIVERY
Looking for a Get HelloFresh Go through
Through
Enjoy&Meet expectation Confused
Exiciting
Satisfied
Relief Quite annoying
Anxious
the website can only view some Peace
Anxious
menus and negative customer online service. The offline performance is mainly negative feedback on parcels and
logistics.
package
is
For
too
example,
large,
but
the the
consumer's refrigerator has limited
Pain points Fewer options
Delivery delay
Hard to hold
Dispose of box
Space limitation
Package waste
storage space, which may result in food waste.
DEFINE STAGE
CUSTO M E R R E V I E W A N A LYS I S Negative review
Positive review
Bad quality 3 Good quality 10 Good fresh10 Good taste10 Bad fresh10
Response lately 5
Fail to deliver 1 Wrong time 1
Cancel failure 11
Wrong ingredient 3
Unfriendly staff 5
Missing ingredient 5
Good customer service 3
Wrong address 1
ABOUT FOOD
ABOUT DELIVERY
Junk mail 1
ABOUT CUSTOMER SERVICE
Resonable price 10 Food waste 4
Review Collection
Expensive 3
ABOUT ECONOMIC
Damaged package 1
Time-saving 1
Dislike paper style 1
ABOUT PACKAGE
Easy to cook 4
ABOUT COOKING
In order to make the pain point itself more tstereoscopic and close to the user in the problem definition stage, we conduct a longitudinal analysis by collecting customer comments. Through the comments of customers on different social platforms and brand official websites, we found that the most concerned part of customers is mainly on the food itself. From the above figure, it can be concluded that the largest number of household evaluations are used to measure the quality of the food itself. The main reason for the loss of customers in the existing service system is concentrated Review Assessment
on the two aspects of distribution errors and poor customer service.
DEFINE STAGE
P ERSON A A N A LYSIS HelloFresh perspective
Interests
Personality
Fitness especially YOGA Makeup & Cosmetics Parties
-Out going -Dramatic& Impatient -Passionate about life -Lazy
Social Environment -Sharing-flat -A bunch of crazy friends and socila activities -Have online groups with other international students
3 Reasons for me engage with HelloFrseh or not ALLISON 25 years old International student in London Have a high consumption capacity.
-I want to keep a good figure,through this web I can easier to get healthy recipes. -I haven't cooked anything in the past, but this one has a detailed tutorial and intructions. -Its a good way to reduce the cost, cause it already offer system recipes.
Customer perspective
-If I don't cook the food in time, it will go bad and cause waste. -Sometimes food has be delivered incorrectly. -If I want to hold a party or share with friends, there is no suitable food menu for me.
Package
Cooking
Food
User pertinence
Customer service Economic
Product diversity Delivery
Service innovation Customer service IT system
Based on the comprehensive project background and the hellofresh customer segment, we selected international
Through
students as the main research object. First of all, as a strong education country with a complete education system, the
disappointment and doubts of Allison, we
UK attracts a large number of international students, so we can more easily reach out to the user community. Secondly,
concluded that the main lack of the existing
in primary reseach, we figured out that the user characteristics of the overseas student group are consistent with the
service system is reflected in service innovation
hellofresh customer segment, such as high consumption capacity and high mobility.
and product diversity.
the
record
of
the
frustration,
DEVELOP STAGE
IDEA GEN ERATION HEALTHY FOOD
USER EXPERIENCE
Open the warehouse to public
Pre-warehouse
Make the whole process more transparent and public.
Through the pre-warehouse, categorize package by special delivery
Live kitchen & Journey to grange
requirement.(eg:delivery by different vans)
Holding some offline community activities to make more customers get close to HelloFresh. Co-operate With groceries or restaurant to have standardlize selection of food.
Check list&Double check For the wrong delivery of food ingredients, increase the intensity of inspection.(after order/before delivery) Online platform/community Through this platform users can share production results, discuss
ENVIRONMENTAL
processes, exchange experiences, etc.
Box exchanged&Re-use
Auto-reply service
Make the whole process more transparent and public.
Through this platform users can share production results, discuss
Box re-design
processes, exchange experiences, etc.
Changing the material to ensure that package can be used multiple times. Recycle If the user want to recycle the box just follow the information to find the driver and return the box to recycle.
Notification After order the food, ask the users to allow using mobile alarm or send automatic mail.
DEVELOP STAGE
SYST E M ST R U CT U R E User journey
Concept direction
BEFORE
How do you know HelloFresh?
LookFanstic(Voucher)
Advertising
From Friends(Voucher)
Social Media(F.B/Twitter)
Leaflet(To flat/On street) Handbook Application
Go through Box Menu
Website
Get ideal meal box Sign in
Pick up suitable recipe
Structure Testing
DURING
service system, and the red part is for the optimization and
Fill out the detail
Set up preference
Reactive Edit for next week
The green part of the picture is reserved for the original
Sign up
Invite friends to order together
Skip a week
Send order link
Double check notification
Earn some points
Check out
upgrade of the existing system of hello fresh. Firstly, at the user experience level, by giving the user an exact label, the
Friends choose their recipes
Recieve mail about order
Wait
time spent by the user in selecting recipe is reduced, and the Pick up
automatic reply system established based on the user evaluation is added to solve the problem of the user
sustainable by adding recycling packages and reducing plastic packaging.
AFTER
development of hellofresh will be more green and
Contact customer service
Pick one dish
feedback in time, thereby improving the user experience. Secondly, through desk research, we hope that the
Some food wrong
Prepare&Cook Recycle the package Cancel the weekly meal
Upload dish to HelloFresh
Earn some points
Auto-reply
DEVELOP STAGE
WIREF RA ME PR EVIE W User preference set up giffgaff
6:45PM
giffgaff
BACK
giffgaff
6:45PM
6:45PM
Are you doing a diet?
Do you have allergies?
YES
YES
HELLOFRESH
giffgaff
6:45PM
BACK
BACK
NO
NO
What’s you favourite cuisine?
Chinese
Thai
Italian
Mexican
Asian
Indian
Spanish
European
None of them
Would your like to customize your preference right now?
Prototype testing
YES giffgaff
NO,THANKS
The visual representation of the structure of user preference.
6:45PM
giffgaff
6:45PM
BACK
BACK
What are you disliked ingredients?
Tomato
Ginger
Spring onion ......
Garlic
Coriander
...... None of them
......
giffgaff
6:45PM
BACK
What’s your personal goal?
Lose weight Reduce fat
Well done! Start your HelloFresh journey! START
Live heathier None of them
Interview with user
DELIVER STAGE
INT ERFAC E R E- DES I G N
H o mepage
New system recommend more appropriate recipes based on userâ&#x20AC;&#x2122;s preferences
Mai n i co n C o lo r Palet te
#92b439
# b fca 8 3
#f6f3f0
Points can be obtained by inviting users before confirming the order
According to the behavior characteristics of overseas students, a new order form is introduced.
DELIVER STAGE
STORY B OA R D Notice hellofresh ads on facebook
Invite friends to o rd er to gether
Earn some points
After the establishment of a complete service system, we can bring it into the use scene through the shape of the storyboard. It is easier
Check the process through application
to help us build empathy with the user through the form of visual narrative. In the process I found that storyboards are very useful for participatory Double check
Take deliver y
design. By visualizing the parties involved in the parametric design, such as the party scene built in the above picture, we can simplify the complex ideas through the combination of images and text.
DELIVER STAGE
SERVIC E B LU EPR IN T
Customer Actions
Front Stage
Visit Website
Online Activities cooking/recycling
Product introduction
Video Player
Select Box (classic,family,rapid)
Order Confirming
Recieve info of customers Marketing plan (product publicity)
Preference
Provide delivery date
Providing support (via phone/social media/mall
Back Stage
Supporting Service
Personal Info
Login
Choose Menu
Group purchase process
Recieve order
Providing support (via new process)
Sending email to confirm order
Provide invite link
Place order (prepare meal box with recipe card&ingredients)
Collect and save data
Check out
Send bill Check list
Generate bill
Follow-up Email
Order tracking
Recieve box
Delievery to customer
Provide video
Unlock new dishes video
Provide recipe card
Recycle packages
Edit menu for next week skip a week or few weeks
Implement feedback Collect used boxes
Track parcel location info
Get points
Reuse the boxes
Database Training
Mangement
Partners
Mangage further delivery
Feedback
Recieve feedback
Cooperate with dpd /gophr/self delievery
Transaction process Get points
Preparing meal
Send double check email
Mar. 2016 to May. 2016 Individual Project
E L D E R LY B AT H C H AI R DESIGN Enhancement Design of Environment for the Elderly
Overall
Shower
PROJECT BRIEF
This project will find out the pain points and design opportunities of the
CORE VALUES
elderly users in the overall shower process through field research and target interview, and then redesign the shower series products centered on the shower chair through the auxiliary research of relevant data.
As a result of old people group body each function degeneration, to the product demand in shower process also produced difference with common
Ultimately improve the user experience in the shower process.
people.
MY ROLE
RELATED
METHOD
TOOL
User Researcher
User Research
Desk/Field Research
Brainstorming
Interviewer
User Experience Design
Marketing Research
Sketch
Data Analyst
Product Design
Interview
Model Making
Product Designer
Ergonomics
Prototyping Test
DISCOVER STAGE
FIELD R ESEA R C H Problem in Use 38.9%
Bath chair needs 25.1%
Switch control 19.1%
Shower water control 11.3%
5.6%
Material use Shower position
Age:69
Age:72
Oversize Space
Limited environment
Splashing water of the shower head is a big problem and I often donâ&#x20AC;&#x2122;t get it right. So the design of the switch should be improved.
I feel very tired every time I wash half of it. I want to lean on it or take a rest. But the area in the nursing home is very limited.
Storage Problem
Water control
Through field interviews with nursing homes, I categorize the main user pain points in the shower process into five aspects. The demand for bathing chairs
Also, during my washing process, I usually take a small stool with me, in case I feel tired. Age:78
is the strongest, but due to the limitations of space, material and other reasons, the user's comfort is insufficient. How to take the bathing chair as the center in the limited environment has become the next stage of exploration.
DEFINE STAGE
DATA A N A LYS I S Marketing Research Mixed form
Body Posture
Design Blank
Fixed form
Multi-functional form
180°
110°
100°
90°
+100%
+105%
+115%
+140%
80°
Spine Pressure +190%
It can be seen that the pressure on the spine is the smallest. The greater the angle of the seat, the relative pressure on the spine is relatively small. Which is preferred for Basic form
This kind of seat is in simple form and covers a small area, which is suitable for the nursing home. But the comfort of use sense is poor. This kind of seat is more comfortable and more ergonomic. But because of its big floor area, it is not suitable for small shower room.
the elderly bath posture is sitting alternately.
Too high Too low
Oppression nerve
Hard to get up
DEVELOP STAGE
ID EAT ION DEVELOP M E NT Potential Factors
Model Development
Function BATH CHAIR
Form
Color
Behavior
Drain off water Skid resistance ... ... Warm Bright ... ... Shower Bath Brew methods
Meterial Curve
Waterproof paint wood Waterproof leather Plastic Ergonomics Human body curve Artistic&Comfortable
Sit Stand Sit&Stand
Stage 1 Folding method: pneumatic bar drive Material selection: beech & leather Disadvantages Analysis: Pneumatic bar drive is too mechanized, not easy for the elderly to operate. Wood and leather are easy to aging, not suitable for placement in the shower room.
Stage 2
Particle skid resistance.
Both sides have ups and downs to meet the different postures.
Knob adujusting temperature.
Stage 3
Removable sprinkler easy to take itďź
The folding condition fit human curve.
Folding method: Manual folding Material selection:Abs & rubber Disadvantages Analysis: Although it is determined that the manual folding is easy to understand the folding method, but has not yet determined the fixed body. Material for the waterproof material. Folding method: Manual folding Material selection:Abs & rubber Disadvantages Analysis: Retained the previous stage of the transmission and material selection, and further improved in the chair shape. Enhance comfort.
DELIVER STAGE
OUTCOME DESIGN Prototype Testing Copper plating
Intuitive
Experiment:Standing posture Safe
Comfortable
Comfort Easy to use Captures dust
Experiment:Sitting posture Safe Comfort Easy to use Captures dust
Experiment:Hand-held posture Safe Comfort Easy to use Captures dust
LCD
Helpful
Natural rubber Antimicrobial nylon
Convenient