User Experience Portfolio by Claudia Nicoletta

Contents 01

BIKE SHARING SERVICE already existing bike sharing

what is ofo service blueprint comparison bike sharing services

4 5 7

ideal bike sharing

brainstorming personas storyboarding and storytelling customer journey ideal costumer journey

9 10 13 16 19

FOOD EXPERIENCE

personal mental frame about food

my relationship with food

perception of chinese food in Milan

experience map mental model map personal strategy

22 25 33

RETAIL & DIGITAL TECHNOLOGIES analysis of the brand the north face brand identity the user social networks moodboard comments

the app flow of action work flow try our app

37 38 39 40 41 42 43 44 46

BIKE SHARING 01 SERVICE

BIKE SHARING SERVICE | Already existing bike sharing

WHAT IS

? channels

Our first assignement was about the different types of bike sharing in Milan: Ofo, BikeMi and Mobike. My choice was Ofo, the newest bike sharing in Milan and for this reason I did a research about this product/ service, reading articles and visiting Ofo’s website, in order to understand its strengths and weakness. I analysed the channels used to attract the customers and to allow them to use the bike sharing. Also,I searched for the main physical features of the bike and lastly what is the thought behind the birth of this company. From this research I discovered that Ofo was born in China and after a test phase it arrived in Milan in 2017. It is a product/service suitable especially for a young target, both for the cheap prize and for the free parking feature.

main features

puncture-proof wheels

0,50 euro for 30min

easy unlock

customizable elements

moodboard

free parking

18+ customers

BIKE SHARING SERVICE | Already existing bike sharing

SERVICE BLUEPRINT Barri Martina Colafiglio Maria Nicoletta Claudia

service Blueprint colour

Phisical Evidence

www

light

With the Service BluePrint chart we wanted to show how the service is experienced by a customer. We focused on the physical

logo

bell bike

evidence of the product/service like the

adaptable handlebars - seats

marches

channels used by the users to rigester, the

basket bike

QR code

social media used to share post, photo and video and the physical elements of

Customer Actions

Download the App Sign it

credit card|verify code

Localizzation and Bluetooth

Book the bike

max 15 min

Reach the bike

Unlock

with QR code

Check up the bike

Use it Leave it

in a permitted Parking area

Deal the lock to the bike

Tap “trip completed” on the App

See payment info

Check travel data

the structure that distinguish it to the other bike sharing services. Then, we tried to tell in chronological way the phases of use

line of interaction

of the service by a fictitious user, from the beginning to the end. Visible Contact Employee actions

Send message to confirm the registration

Count down for the reservation

Pop up

to start

to finish

Payment data

Summary screen page

Unlike a customer journey, in this chart there aren’t the emotinal parts but, on the other hand, we showed also the visible

line of visibility

and invisible contact employee actions and Invisible Contact Employee Actions

Make a reservation

support process. At the in end we linked

Receive warning

for users

for damaged bike

the actions, of different stages, that had a connection between them. But in this chart

line of internal interaction

we made a mistake so in the following page Support Process

Registration System

Reservation System

Bluetooth unlock system

there will be the right output. Lock System

Maintenance

Payment System

team work 5

BIKE SHARING SERVICE | Already existing bike sharing

SERVICE BLUEPRINT Barri Martina Colafiglio Maria Nicoletta Claudia

service Blueprint

In the Service BluePrint is important to put each customer action in a different box to make the process clearer and because, even

colour

Phisical Evidence

Customer Actions

www

Download the App Sign it

credit card | verify code

Localization Bluetooth

Book the bike

max 15 min

Use it Reach the bike

Unlock

with QR code

Check up the bike

Leave it

in a permitted Parking area

Deal the lock to the bike

light

logo

bell bike

adaptable handlebars - seats

marches

basket bike

QR code

Tap “trip completed”

See payment info

Check travel data

Pop up to finish

Payment data

Summary screen page

Lock System

Payment System

on the App

if they look similar, every small action carries its consequences.

line of interaction

Visible Contact Employee actions

Send message to confirm the registration

Count down for the reservation

Pop up to start

line of visibility

Invisible Contact Employee Actions

Make a reservation

Receive warning

for users

for damaged bike

line of internal interaction

Support Process

Registration System

Reservation System

Bluetooth unlock system

Maintenance

personal work 6

BIKE SHARING SERVICE | Already existing bike sharing

COMPARISON For this assigment each group had to

BIKE MI

OFO

MOBIKE

Italian Company.

Chinese Company.

Target: Mainly workers.

Target: young adults.

the discussion with the other teams.

Registration Options: ATM, App and Website.

Registration Options: only trhough the App. It’s available for +18 years old people.

Registration Options: App and Website.

Instead of doing a textual summary, we

Daily, weekly, mensal and anual subscription. Expensive cost (4,50 + 0,50 cents per 30 min). Only works with credit card. It’s not mandatory to use the App on the smarphone whenever the user wants to take the bicycle. It’s mandatory using the bike station to take or return the bicycle.

There is no long term subscription. Costs are not available yet (it was recently launched). First month is for free. It works with credit card, prepaid card and Pay-Pal. It’s mandatory to use the App whenever the user wants to take the bicycle.

There is no long term subscription. Cheap Cost (1 euro + 0,15 cents per 30 min). It was for free suring the Fashion week. It works with credit card, prepaid card and Pay-Pal. It’s mandatory to use the App whenever the user wants to take the bicycle. There is no bike station. The user must take and let return the bibycle searching for it with the App, (It can causes negligent use).

It’s possible to choose between electric or traditional bicycle.

There is no bike station. The user must take and let return the bibycle searching for it with the App, (It can causes negligent use).

There is time restriction: not possible using during late night.

There is only traditional bike models. There are gears in every bike.

There is only traditional bike models. There are no gears options. They have an innovative approach on bike design.

It was designed for a frequent use. It’s another transportation option for who works or study.

Seat and handlebar are adaptables.

There is no time restriction.

It was designed for occasional use/leisure time.

It provides feedbacks during the use.

They create contest and activities to involve the community.

It provides feedbacks during the use.

synthetize the information about the three Milan bike sharing services, collected during

prefered to create three different columns for each product/servis and doing the comparison dividing the information in categories like: prize, origin, target ecc. But, through this first output was not so easy to identify the chosen categories and visually understand the information of the similar sections for each company.

Comparison_Group B

wrong work 7

BIKE SHARING SERVICE | Already existing bike sharing

COMPARISON With this new personal output I add the logo of each company, in order to easily understand

Origin Target Registration Duration subscription Cost Payment channel

chinese company

italian company

young adults

App and website

only App (for +18 years old people)

ATM, app, website

there is no long term subscription

daily, weekly, annual

free suring for the Fashion week.

is not available yet (first month is for free)

credit card, prepaid card, Pay-Pal

cheap cost

(1 € + 0,15 cents per 30 min)

mainly workers

put the name next to each information while the dotted line, that divides them, makes reading easier and instantaneous.

only with credit card

Type of bike

traditional bikes (short height, no gears options)

traditional bikes with gears and customizable seat and handlebar

electric or traditional bikes

not possible using during late night

occasional use/leisure time

frequent use for who have to do an usual path

feedbacks during use

events and contests to involve the community

Social activity

the problem about the unclear category, I

expensive cost

no bike station. The user must use no bike station. The user must take the app to return and take the bike and return the bike using the app

Type of use

colour of the column from it. Also, to solve

(4,50 € + 0,50 cents per 30 min)

Bike station

Time restriction

which bike I’m talking about and I took the

only bike station to take or return the bicycle.

team work 8

BIKE SHARING SERVICE | ideal bike sharing

BRAINSTORMING In this second part of the assignement the goal was to design an ideal bike sharing

what do user need?

service. Our first step, to achieve this goal, was to do a brainstorming. We started writing very quickly, on post it ,all the ideas that came to us about the possible features of this new bike sharing. Then, by reasoning more, we analyzed the weaknesses that customers could find in the existing services and looked for opportunities to improve them.

BIKE SHARING SERVICE | ideal bike sharing

PERSONAS To understand the needs of the customers we created three personas, trying to include the different characters that use the bike sharing services: the young user identyfied as the “straggler students”, the career mother called as “sustainalbe mum” and the adult man who need to move from one point to another around the city, called the “traveller worker”. Firslty, for each of them, we put a short identikit with portrait, the main info about age, nationality and so on. Then an infographic to know the realtion with time and money and their skills about the bike and device. Also, other parameters that could help to understands the right solutions to implements in the product/service are: their emotional state, hobbies, behaviours, frustration (very important), needs, dreams, daily routine to have a clear image of their habits and finally a quote that express their thoughts and allows the reader to feel more empathy with the persona.

BIKE SHARING SERVICE | ideal bike sharing

PERSONAS

BIKE SHARING SERVICE | ideal bike sharing

PERSONAS

BIKE SHARING SERVICE | ideal bike sharing

STORYBOARDING & STORYTELLING With the technique of the storyboard we

graphically

told,

through

drawings and short descriptions, the experience of each persona with the current bike sharing services in the city. This has helped us even more to identify the weaknesses of these services and to propose solutions that could solve the greatest amount of problems for different types of target.

straggler student 13

BIKE SHARING SERVICE | ideal bike sharing

STORYBOARDING & STORYTELLING

traveller worker 14

BIKE SHARING SERVICE | ideal bike sharing

STORYBOARDING & STORYTELLING

sustainable mum 15

BIKE SHARING SERVICE | Already existing bike sharing

CUSTOMER JOURNEY SCENARIO

The penultimate step was to create a

GOALS AND EXPECTATIONS

The aim is to design a bike sharing service for dynamic teenagers who want to avoid delays and share the experience with the other users in a social way. The service will provide a suitable space to carry heavy school and sporty bags and will give the possibility to pay easily and securely for those who are not economically independent.

customer journey for each character in

Social bike sharing and connection between users App service careful to users habits (with bonus based on km) Bike vehicle customized according to the path Bike sharing service usable and safe at any time of the day

which we described the experience of the user about the current bike sharing. Thanks to this, it’s possible to know the persona at

STAGES

ACTIONS

FIRST ACCESS • Download the app • Sign in • Insert the credit card number

ORDINARY ACCESS • Log In • Localization • Search for the nearest bicycle • Check the time it takes to reach the vehicle

BOOKING

BEFORE USE

• Book the bike (15 min) • Reach the vehicle

• Check up the bike • Unlock with the QR code • Insert destination • Place the bags

USE DAY AND NIGHT • Enjoy the ride • Take pictures to the environment NIGHT • Switch the lights on

AFTER USE • Park in a permitted area (not private) • Lock the bike • Tap “trip completed” on the app • Open another social network to share path and pics with friends

PAYMENT • Pay according to how many miles you

service, also comes into play the emotional

related to time

bike sharing scenario accompanied by the Then, we wrote every single actions, collected under different stages (booking, before use, use..) that the user should do to use the bike and, under each one of

“I’m sorry to use my parent’s credit card” “Will my friends also use this app?”

Insert the debit card number

OPPORTUNITIES

component. We proposed a hypothetical user’s goals and expectations.

FEELINGS

THINKING

360° because, compared to a blueprint

Create an app that the service and can be also used as a social network to connect users and share the experience

“How much time lost... I am late!”

a customized O app taking users’s info: Gender / Age / Height / Usual path / Location / Indicative time of use of the bicycle to Use noti a bike available (according to schedule) in a quick way, without searching it

“I

ke”

“The basket is too small for my backpack. Where can I put all my bags?”

After insert destinations, monitoring road conditions and the time necessary to reach the destination Regulate seat and handlebar to ride comfortably

“This climbing route is tiring” “To take pictures I will not pay attention to the road” “This seat is too high” Create a support to carry the phone Regulate marches Use the lights to ride safely and to connect users

them, we added the feelings and thoughts “I want to share the path with my friends”

“I want to get the best price. Would it be expensive for me?”

related to that part of the experience. This is very useful to understand which is the most critical part on which to intervene

Use the social network inside the app to share the social experience with friends

Easy payment with credit or debit card Bonus after several km Ensure insurance

and to know if the experience is more positive or negative. In the final part of the chart there are our proposals to solve the problems related to that specific part of the experience.

Create an arrangeable basket to place bags

straggle student 16

BIKE SHARING SERVICE | Already existing bike sharing

CUSTOMER JOURNEY SCENARIO

GOALS AND EXPECTATIONS

The aim is to design a bike sharing service with different models of vehicles for regular customers who need to use the bicycle several times in a day, making efforts. The service will provide a safe navigation system, both with physical and digital solutions, for those who do not know the right path in the city.

STAGES

ACTIONS

FIRST ACCESS

ORDINARY ACCESS

• Download the app • Sign in • Insert the credit card number

• Log In • Localization • Understand the path he has to do • Search the nearest bike • Check the time it takes to reach the vehicle

“Finally a service that avoid me to be stuck in traffic”

BOOKING

App service with affordance easy to use Support that permits to ride the bike and control the navigator securely Bike sharing that provides different model of vehicle ( eletric bike) Bike sharing with more support for place bags

BEFORE USE

• Book the bike (15 min) • Reach the vehicle

• Check up the bike • Unlock the QR code • Place the staff for work

“The interface of the App is to complicated”

“I am very tired and I will have to ride a lot today. My poor legs!..”

“The basket is too small for my working tools”

Offer a customized app taking users’s info: Gender / Age / Height / Usual path / Location / Indicative time of use of the bicycle

Possibility to choose an electric and comfortable bike less painful for legs

Monitoring road conditions, the time necessary to reach the destination, suggest the best path (faster, more comfortable, with less traffic)

USE DAY AND NIGHT • Enjoy the ride • Check the navigator app on the phone to find the right path

AFTER USE • Park in a permitted area (not private) • Lock the bike • Tap “trip completed” on the app

PAYMENT • Pay according to how many miles you made / pay a fixed fee related to time

FEELINGS

THINKING

Create an affordable app easy to use

OPPORTUNITIES

Use notifications to easily find an electric bike available (according to schedule) in a quick way, without searching it.

Create an arrageable basket to place bags easily

traveller worker 17

“It’s dangerous to ride the bike, to hold the phone in hand and to control the navigator at the same time”

Create a support to carry the phone and to track the path Regulate marches

“I’m exhausted for this long day on the bike”

Easy payment with credit card Bonus after several km Ensure insurance

BIKE SHARING SERVICE | Already existing bike sharing

CUSTOMER JOURNEY SCENARIO

GOALS AND EXPECTATIONS

The aim is to design a bike sharing service for worker moms who do not want to give up on a healthy and active lifestyle and want to carry the baby with them in a safe way. The service will provide a customized vehicle for women to ride in a comfortable, balanced and secure way for them and the child.

STAGES

ACTIONS

FIRST ACCESS • Download the app • Sign in • Insert the credit card number

ORDINARY ACCESS • Log In • Localization • Search for the nearest bicycle • Check the time it takes to reach the vehicle

BOOKING • Book the bike (15 min) • Reach the vehicle for her and the baby

Sustainable bike in order to reduce environmental impacts Bike vehicle customized according to the presence of the baby An easy way to unlock the bike and to ride comfortably (heels) and safe (balanced) Customized app to show personal info and to enhance good habits (eco-friendly)

BEFORE USE • Check up the bike • Unlock with the QR code • Place the bags

USE DAY AND NIGHT • Impossible to ride

AFTER USE • Choose another means of transport

PAYMENT • None

FEELINGS

THINKING

OPPORTUNITIES

“I like technology” “I am economically indipendent”

“My outfit is not very comfortable, I hope the bike is not far” “I want to carry my baby with me”

Offer a customized app taking users’s info: Gender / Age / Height / Usual path / Location / Indicative time of use of the bicycle / Sons Use notifications to find a bike available (according to schedule) with the child seat.

“I finally found the bike”

“Oh no! There is not a child seat for my baby”

Create an arrangeable basket to place bags easily Create a child sit with a belt to carry the baby in a safe way Create comfortable levers for high heels Unlock the bike with the app

sustainable mum 18

“My ride would not be safe and stable under these conditions” “I care about the environment”

Regulate marches Create a stable and balanced bicycle designed with sustainable materials

“I will arrive late at work” “I won’t be able to reduce environmental impacts”

Use the app to show environmental and personalized information (Co2, km, path, cal)

Easy payment with credit card Bonus after several km Ensure insurance

BIKE SHARING SERVICE | Already existing bike sharing

IDEAL CUSTOMER JOURNEY Consequential actions

APPLICATION

STAGES

ACTIONS

ORDINARY ACCESS

BOOKING

BEFORE USE

• Download the app • Sign in the affordable and easy app • Customized quick questions about: Gender / Age / Height / Usual path / Location / Indicative time of use of the bicycle / Sons • Sign in the dedicated social network (share pics, path, km, calories) • Insert the credit or debit card number

• Log In • Localization • Receive some notifications to find a bike available (according to schedule) in a quick way, without searching it.

• Book the bike (15 min free to reach the vehicle) • Reach the vehicle

• Check up the bike • Unlock QR code • Insert destination • The app monitors road conditions, the time to reach the destination and suggests the best path (faster, more comfortable, with less traffic) • Place the bags in an arrangeable basket / child in the seat • Regulation of seats, levers and handlebar to ride comfortably

Check up the bike

Booking bike

DAY AND NIGHT • Put the smartphone in the specific physical support • Regulate marches • Riding • Use the lights to ride safely and to connect users

AFTER USE • Park in a permitted area (not private) • Easily lock the bike with the app • Tap “trip completed” on the app • Use the social network inside the app to share the social experience and environmental information (Co2, Km, path, cal)

PAYMENT • Pay according to the time you spent on the bike • Receive bonus (after several km a free ride) • Check the insurance • Easy payment with credit or debit card

was to create an ideal customer journey showing the experience of the users towards this new propousal of bike sharing which merge all the benefits found in the others bike sharing. Unlike previous customer journeys, the emotional part is missing because it is assumed that, having solved the critical points, the feedback would have been only positive. On the other hand, we told the experience, not only with text, but with

Insert destination

Discover best path

Support for smarthphone

Localization Receive notification

Regulate seat

Bonus for free ride

Health info

Arrangiable basket

Share photos in the app

different

actions:

consequential,

change of phase and interchangeable.

Unlock easily Riding

Discover road condition

the

Easy way to pay

Night light to connect users

Social network Credit card number

USE

This is the final step of the assignmeni that

APPLICATION

icons, focusing on the relationship between

Reach the vehicle

Customize your profile

Interchangeable

BICYCLE

FIRST ACCESS

Download App

Change of phase

02 FOOD EXPERIENCE

FOOD EXPERIENCE | Personal mental frame about food

MY RELATIONSHIP WITH FOOD In the second assignment we had to deal

created this chart where I divided my experience

with how Milan approaches Chinese food,

in two parts: before the discovery of my lactose

experiencing personally this kind of situation.

intolerance and after. Infact my habits, what I eat

But before doing this, I wanted to analyze my

and especially the way I approach a restaurant

relationship with food. For this reason I

experience has changed.

STAGES

BEFORE LACTOSE INTOLERANCE

AFTER LACTOSE INTOLERANCE

WHAT I EAT

BEHAVIOUR AT THE RESTAURANT

FOCUS ON

THOUGHTS

choose the restaurant

read the menu

beauty of the location

price

cleaning of the location

variety of the menu

Oh! the interior looks very nice! I want yo try it

It would be nice to find good value for money

make a choice based on what I wanted to eat

eat the meal

feel sick (stomache)

originality of the recipes

presentation of the dish

find a fast way to come back home

I would like to try dishes never tried before

I will do a photo for my Instagram profile

It’s very frustrating having to go go back home when I eat outdoor

check the ingredients of the recipes on internet

talk to the waiters to be sure about the ingredients

look for dishes without milk, cheese, lactose in general

honeslty of the waiters

health and taste of recipes

I’m always the last to order and always undecided

This time I would not be sick and enjoy the meal in peace

choose the restaurant

read the menu

beauty of the location

price

cleaning of the location

legend of allergens

It’s seems to be a nice place to eat

I hope that the allergens I will spend a loto of time are shown before doing my order next to each recipes

make my decision

enjoy the meal

FOOD EXPERIENCE | Perception of Chinese food in Milan

EXPERIENCE MAP During our Chinese food experience in Paolo

THE EXPERT

Sarpi, my group and I put the attention on

JUN JIE

Jun Jie is a foreign student and after 2 months of abroad experience he really miss Chinese kitchen. Finding a place that reflects his culinary expectations in the Italian city where he lives is a real need. It starts looking for online reviews that are generally recognized by Italian local residents, so it decides to rely on the Chinese community to select the venues in Italy. After interacting with his fellow country mates and being therefore sure of the quality of the product, he finally decides to eat Chinese at the restaurant. His expectations about the quality of food and the look of the dishes are high. He would like to easy order a typical dishes with original ingredients included in the recipe. During the experience different feelings comes out in relationship of the location, the service, the dishes, the cost.

the types of people who could live a similiar situation. So, we have distinguished three categories of customers: the “expert” who is familiar with oriental cousine, he/she knows

THOUGHTS

ACTION

perfectly the language and the origin of the EXPECTATIONS • quality like at home • warm environment • familiar taste

FINDING A PLACE • online searching • customer filters • reviews and feedbacks

Will it taste like in my favorite place at home?

Will I find a real typical place? Should I trust about the online reviews?

ORDER • traditional dishes • easy communication • changeable ingredients

CONSUME • nostalgic perception • disappointing • mixed feelings

CHECK OUT • cost comparision • final considerations

recipes, the right use of cutlery and so on, the “globetrotter” who has no problem to experiment different cousines, she/he has no prejudices and is willing to try new things

Will they use the traditional ingredients or they will adapt the recipe for European taste?

Is this chinese food?!

Will I ever come back to this place in the future? Will it be expensive?

and finally the “choosy”, who is the most problematic customer because he/she has

POSITIVE NEGATIVE

Gnam! I’m ready to have a delicious meal!

TOUCHPOINTS

FEELINGS

no trust and needs more assistance. In these experence maps, we add a short

OH! This is so popular in China!

It’s so hard to choose a place!

This is not the right name of the dish!

Price is acceptable.

biography of the characters to understand their background, the specific actions

Taste is different from home..

done during an experience in an oriental restaurant, the related feelings and thoughts and, at least, the touchpoints between the customer and the restaurant.

review on website

tradition

prize

personas 1 22

FOOD EXPERIENCE | Perception of Chinese food in Milan

EXPERIENCE MAP THE GLOBETROTTER

BARBARA

EXPECTATIONS • discover new taste • experience

TOUCHPOINTS

POSITIVE

Will I try a real typical chinese dish?

I hope to find a real chinese restaurant!

FINDING A PLACE • reguard to the place • looking for a possible typical location

Is this a good area for searching a restaurant? Is this place typical?

ORDER • easy communication • clear ingredients

What is that name?! How can I understand all the ingredients?

CONSUME • pleasant taste • doubt about dish composition

What is the main ingredient of the dish?

CHECK OUT • estimate the cost • personal considerations

Will this restaurant be expensive? Is a good location to trust in?

This seems really typical location! The general taste is good

NEGATIVE

FEELINGS

THOUGHTS

ACTION

Barbara is an Italian girl who has always been attracted to international cuisine. His culinary tastes are very varied and driven by the curiosity of discovering something new. Her experience starts by accident when traveling around the city she comes across a Chinese restaurant in the typical Chinatown area of Milan. Although the place seems a very typical location, she decides to try without checking online reviews, relying on her location perceptions. The disposition of the location allows her to see clearly what and how food is prepared, even though the menu out is written in Chinese language, so it’s difficult to understand the ingredients and name of the foods. The environment has really typical characteristics; in fact there aren’t any forks or knifes but just chopsticks. Chinese waitress provides the service so sometimes there’s a lack of communications to understand the order. Unfortunately the prince of the restaurant is high so she can’t order or try much dishes.

I can’t understand anyting on the menu!

traditional location

menù

personas 2 23

Too expensive, how could it be?!

prize

FOOD EXPERIENCE | Perception of Chinese food in Milan

EXPERIENCE MAP THE CHOOSY

LUCA

ACTION

Will it be edible? Will I enjoy the meal?

TOUCHPOINTS

FINDING A PLACE • social reviews • feedback of clients

Should I trust the online reviews? Would this judgment be reliable?

ORDER • reassuring communication • doubtful ingredients • difficult approach

Will they use common ingrediets or will they serve strange dishes?

CONSUME • not pleasant tasting • disappointing • insecurity

But what am I eating?! How can I recognize this flavor?

I am happy because I can talk to the waiter!

POSITIVE NEGATIVE

FEELINGS

EXPECTATIONS • quality and fresh products • familiar service

THOUGHTS

Luca isn’t interested in try new recipes. When he goes to international restaurant his attitude is not always positive because of the past experiences and the information he found out on media. He tries Chinese food because his friends decided to go in a new Chinese restaurant. He is concerned about the place because he feels a traditional atmosphere around: in the location, in the service, in the table arrangement and in the layout of the menu. He can’t see clear pictures and explanations of the ingredients, so he isn’t sure about what to order. He’s reassured by the waitress because she can speak Italian and easily understands his required; she’s also available to give advices and explanations about the dishes. Unfortunately his personal taste doesn’t really match with the Chinese kitchen so he doesn’t try more than 2 dishes. The price is affordable but he doesn’t enjoy the experience.

Oh, why do we have to try chinese food?!

I do not feel safe. It’s better to check online

feedback

I am not sure about the origin of the ingredients!

service

personas 3 24

CHECK OUT • cost comparision • final feedback

Will I ever do this experience again? How much will I spend?

I am reassured because the price is acceptable.

I don’t much like the taste

I don’t think I will try Chinese food again

prize

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP To have a total view of the experience, we

somethong individual. Then, we wrote these

top half part of the chart that describes the

did a Mental Model Map. It was a very long

feelings, expectation, reactions in differents

mental model patterns across a set of people

process so, for this reason, we divided it in

boxes which became the basic building blocks

and the low half part where we put the

several parts: first of all, we collected our

of the entire chart. After this, we put the boxes

opportunities, that the restaurant could adopt

thoughts and our different feelings about the

with affinity under the same tower (Ex: food

to improve its service.

same experience because, even if we ate in

appeal, interior..). Towers with affinity form

the same restaurant, an experience is

clusters called mental spaces. So we have the

DECIDE TO EAT A CHINESE FOOD EXPECTA TATIONS ABOUT FOOD

TATIONS EXPECTA ABOUT THE SERVICE

PREJUDICES ABOUT FOOD

CHOICE OF CONTEXT PREJUDICES ABOUT THE SERVICE

T TAKE AWA WAY

DELIVERY

EXPERIENCE RESTAURANT T

INTERIOR

FOOD APPEAL

HOW TO EAT A

HUMAN INTERACTION

RESTAURANT T OBJECT INTERACTION

CUSTOMER

LOCAT A ION

NEW AW AWARENESS

PLACE IDENTITY

REVIEWS

observe the target

check value ffor money

POSITIVE

NEGAT A IVE

try a new place experience try a new atmosphere spend time in a cosy and relaxed location share the experience with others have an interaction with environment read a comprehensible menu esh food f well presented food f try ingredients of good quality eat well-preserved food f

talk to multilingual waiters talk to polite and helpful waiters experience the typical Asiatic atmosphere

check the restaurant’s condition

hygienic problems ffeel insecure about food f origin be afraid of food f conservation ffeel unsaffe with food f quality

experience an unhygienic place receive a bad rom media receive a bad rom people’s reputations

buy low price food f have a fast f experience possibility to choose a exible location

receive a handy service no guaranty ffor the food f eat in a comfo f rtable personal location possibility to have exibility of time

ffeel surer of ffood quality explain your needs and doubts

check if the atmosphere is suitable to the china context check if the illumination is suitable

ffocus on food f presentation

discover real chines habits

pay attention to the environment smell

ffocus on ffood smell

be waited on hand and f foot

dy, y safe, f clean environment

ffocus on food f consistence

mantain their own identity through meaningfull details

study armony of colors and shapes

design for f senses respect hygienic rules

!reach a central restaurant

test kindne understand table tools function

sy to reach place

test the langauge competence check the understability of the menù

consider the security of the area

understand cultural habits of eating

test the willingness of the

understand how to approach physically to the f food

te attention towards the custumer needs

check the ergonomy of the object

explanations on paper/ r digital device about how to use tools

langauge skills required in

digital device to support the order phase

vote best dishes through a digital device

teambuilding ffor waiters

explanations on paper/ r digital device about how to eat certain kind of foo f ds

get interested in italian culture

provide a digital menu with resear rs (gluten, vegetarian..)

vote best dishes through a board

explanations on paper/ r digital device about cultural traditions related to certain recipes

get interested in italian costumers’ needs

observe others’ way of acting observe othes’ dishes choices

ffeel out of comfo f rt zone area (China To T wn)

show the best way to reach teh location

observe the brand comunication check the cleanness understand the typology of the restaurant

care abouth the graphic gain an attractive comunication

pay an average bill observe ffood aesthetics ation appeal

cer

quality

f food

many supposed typical ffood are not actually typical no problem of digestion less ffear of trusting new kind of goodies

no usage of drinking water high prices

make costumers aware of real cultural habits

website with ffood pictures website with enviroments pics show awards

give feedbac f ks t

explanations on paper/ r digital device aboutway of making food f

team work 25

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP In these two first mental spaces we decided to put what happen before the real experience. DECIDE TO EAT A CHINESE FOOD EXPECTA TATIONS ABOUT FOOD

TATIONS EXPECTA ABOUT THE SERVICE

PREJUDICES ABOUT FOOD

So, the first step is when a person decides

CHOICE OF CONTEXT PREJUDICES ABOUT THE SERVICE

T TAKE AWA WAY

DELIVERY

to eat chinese food. In this specif moment RESTAURANT T

EXP

different and prejudices INTERIOR expectations FOOD APPEAL HOWare TO EAT A born, in base of the type of customer. When a person is sure to eat chines food he/ she has the possibility to chose different kind

try a new place experience

of contexts that are: take away, delivery and

try a new atmosphere

restaurant. We wrote what could happen

spend time in a cosy and relaxed location share the experience with others have an interaction with environment read a comprehensible menu esh food f well presented food f try ingredients of good quality eat well-preserved food f

talk to multilingual waiters talk to polite and helpful waiters experience the typical Asiatic atmosphere

check the restaurant’s condition

hygienic problems ffeel insecure about food f origin be afraid of food f conservation ffeel unsaffe with food f quality

experience an unhygienic place receive a bad rom media receive a bad rom people’s reputations

buy low price food f have a fast f experience possibility to choose a exible location

receive a handy service no guaranty ffor the food f eat in a comfo f rtable personal location possibility to have exibility of time

ffeel surer of ffood quality explain your needs and doubts

if someone chose one context rather than another. In our case, we did the experience in a restaurant since we thought there would be more elements to analyze like the service,

check if the atmosphere is suitable to the china context

the location, the food and so on. check if the illumination is suitable

ffocus on food f presentation

discover real chines habits

pay attention to the environment smell

ffocus on ffood smell

be waited on hand and f foot

dy, y safe, f clean environment

ffocus on food f consistence

mantain their own identity through meaningfull details

study armony of colors and shapes

design for f senses respect hygienic rules

understand table tools function

understand cultural habits of eating

understand how to approach physically to the f food

explanations on paper/ r digital device about how t use tools

explanations on paper/ r digital device about how t eat certain kind of foo f ds

explanations on paper/ r digital device about cultura traditions related to certain recipes

team work explanations on 26

paper/ r digital device aboutway o

ANT

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP The experience mental space is the biggest RESTAURANT T part of the chart. In this space we told our

EXPERIENCE INTERIOR

FOOD APPEAL

HOW TO EAT A

HUMAN INTERACTION

OBJECT INTERACTION

CUSTOMER

LOCAT A ION

PLACE IDENTITYduring theREVIEWS POSITIVE sensations food experience

in Paolo Sarpi chinese restaurant and in particular we focused on the interior, food appeal, how to eat using their table tools, human interactions, object interactions and

perience

w ere

customers. In this case, in the low half part we

cosy and tion

wrote, under each tower, the opportunities, to imporve the service.

nce with

ion with

e ndition

d quality

eds and

es habits

and and

check if the atmosphere is suitable to the china context check if the illumination is suitable pay attention to the environment smell

ffocus on food f presentation ffocus on ffood smell

dy, y safe, f clean environment

ffocus on food f consistence

mantain their own identity through meaningfull details

study armony of colors and shapes

design for f senses respect hygienic rules

!reach a central restaurant

test kindne understand table tools function

sy to reach place

test the langauge competence check the understability of the menù

consider the security of the area

understand cultural habits of eating

test the willingness of the

understand how to approach physically to the f food

te attention towards the custumer needs

check the ergonomy of the object

explanations on paper/ r digital device about how to use tools

langauge skills required in

digital device to support the order phase

vote best dishes through a digital device

teambuilding ffor waiters

explanations on paper/ r digital device about how to eat certain kind of foo f ds

get interested in italian culture

provide a digital menu with resear rs (gluten, vegetarian..)

vote best dishes through a board

explanations on paper/ r digital device about cultural traditions related to certain recipes

get interested in italian costumers’ needs

observe others’ way of acting observe othes’ dishes choices

ffeel out of comfo f rt zone area (China To T wn)

show the best way to reach teh location

observe the target observe the brand comunication check the cleanness understand the typology of the restaurant

care abouth the graphic gain an attractive comunication

check value ffor money pay an average bill observe ffood aesthetics ation appeal

cer

quality

no problem of dig

less ffear of trusting kind of goodie

f food

website with ffood pictures website with enviroments pics show awards

give feedbac f ks t

explanations on paper/ r digital device aboutway of making food f

team work 27

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP The two final mental spaces are realeted to RESTAURANT T

OBJECT INTERACTION

CUSTOMER

LOCAT A ION

NEW AW AWARENESS

PLACE IDENTITY

REVIEWS

POSITIVE

NEGAT A IVE

the feauters of the restaurant and the new awareness. For the first in particular, we focused on how to reach the location, the place identity, that is the communication part of the brand, and the reviews by the customers. Instead the new awareness are about

the positive and negative

considerations and emotions after the experience. Also in this part we put the opportunities.

!reach a central restaurant sy to reach place

check the understability of the menù

heck the ergonomy of the object

consider the security of the area observe others’ way of acting observe othes’ dishes choices

digital device to support the order phase

vote best dishes through a digital device

provide a digital menu with resear rs (gluten, vegetarian..)

vote best dishes through a board

ffeel out of comfo f rt zone area (China To T wn)

show the best way to reach teh location

observe the target observe the brand comunication check the cleanness understand the typology of the restaurant

care abouth the graphic gain an attractive comunication

check value ffor money pay an average bill

many supposed typical ffood are not actually typical

observe ffood aesthetics ation appeal

cer

quality

no problem of digestion less ffear of trusting new kind of goodies

f food

no usage of drinking water high prices

make costumers aware of real cultural habits

website with ffood pictures website with enviroments pics show awards

team work 28

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP This is my personal output of the previous

because I think that the reasearch phase was

Mental Model Map. I wanted to change the

well done.

layout to make the visual impact of the chart clearer, using different colours. I also add in each boxe the type of personas who could feel that emotions,needs .. About the contents, they remain the same

personal work 29

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP CHINESE PEOPLE (persona 1) PEOPLE WHO TRUST CHINESE FOOD (persona 2) PEOPLE WHO DON’T TRUST CHINESE FOOD (persona 3)

personal work 30

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP CHINESE PEOPLE (persona 1)

PEOPLE WHO TRUST CHINESE FOOD (persona 2) PEOPLE WHO DON’T TRUST CHINESE FOOD (persona 3)

personal work 31

FOOD EXPERIENCE | Perception of Chinese food in Milan

MENTAL MODEL MAP CHINESE PEOPLE (persona 1)

PEOPLE WHO TRUST CHINESE FOOD (persona 2) PEOPLE WHO DON’T TRUST CHINESE FOOD (persona 3)

personal work 32

FOOD EXPERIENCE | Perception of Chinese food in Milan

PERSONAL STRATEGY | to sum up

To do my personal sysntesis I worked in this way: firts of all I have read again the Mentl Model Map and I selected the categories more relevant for me, that are: enviroments, choice of food, food approach service and socialization. I put under this categories the boxes that could be the start point for the major number of opportunities. Then I linked the boxes, that had a consequential relationship, in one or double way.

Environment

Choice of food

Food approach

Service

Socialization

Hygiene of the place

Clarity of the ingredients

Appealing food presentation

Different languages skills

Shared experience

Appealing brand identity

Smart menù

Use of table tools

Attention to customers’ needs

Feedback to waiters

Typical details

Customers feedback

Manners of recipes

Collaboration among waiters

Contact with the target

FOOD EXPERIENCE | Perception of Chinese food in Milan

PERSONAL STRATEGY || focus

Knoledge of different languages

Respect hygiene rules

This is the result of my first synthesis where I would have to concentrate on a specific area about eating chinese food in a restaurant and

Share experience with other customers

HUMAN INTERACTION

Ask for allergies or intolerances

Open kitchen FEELING LESS LOST DURING A CHINESE FOOD EXPERIENCE

Menù with filters Check other customers review show photos of dishes

ENVIRONMENT

Mantein their own identity with chinese details

CHOICE OF FOOD

Totem to show how to use table tools for each receipes

USE OF TABLE TOOLS

Device to know the sourse of receipes

Icons on Menù Device on the table to know chinese habits Suggestion of waiters

propose my solution. But, my mistake was stay in a too general area and not put the attention on a specific problem.

FOOD EXPERIENCE | Perception of Chinese food in Milan

PERSONAL STRATEGY || focus

The waiters should speak different languages, in order to communicate easily to many customer. In particular they should speak at least local language (italian) and international language (english) Show with a flags the known languages on the uniforms of the waiters so that, everyone can choose the waiter who speaks his language

While, in this new synthesis I have decided to

MAKE CUSTOMER AWARE OF WHAT THEY EAT

Show the allergnes and write in detail all the ingreients of the recipes

Put photos of dishes

OTHERS’ FEEDBACK

COMMUNICATION

Provide a personal device with the comments of other customers about the recipes like the smell, consistence, ease in digesting..

focus on one of the greatest fear of people when they go to eat Chinese food that is ignore what they are eating. I heard a lot of time, people who don’t trust about origin of the food, people who don’t know the specif ingretients of the recipes, maybe because the menu is not clear and the waiters are not able to give the righ explanations. The suggested solutions can be useful not only for those who have prejudices and do not trust the quality of Chinese food, but also

CHOICE OF FOOD

ENVIROMENTS

Show cultural tradition of the recipes Divide the menu in section according to the different type of customers (vegetarian, vegan..)

Design a kitchen with a big window to allow customers to see the preparation of their dish

for those who suffer from intolerances and need to know exactly what they are going to eat.

03 RETAIL & DIGITAL TECHNOLOGIES

RETAIL & DIGITAL TECHNOLOGIES | Analysis of the brand

THE NORTH FACE The goal of the final assignment was related to the importance of the digital technologies in the retail world so, the task was to improve an app of a brand. My team and I have choosen The Norh Face brand because, after a research, we discovered that it hasn’t an official app so, for this reason, we thought it could be an excellent opportunity to test our skills.

RETAIL & DIGITAL TECHNOLOGIES | Analysis of the brand

BRAND IDENTITY First of all, we did a research to understand the brand identity of The North Face. We discovered that it is a brand which is specialized in sport equipement and, in particular, it sell clothing, backpack and tent and footwear. These goods are projected to be suitable for extreme outdoor situations in the nature, during exploration but always without forgetting the principle of the sustainability, visible in the choice of the materials.

RETAIL & DIGITAL TECHNOLOGIES | Analysis of the brand

THE USER The users of our application would have been the same of The North Face physical retail shop, for this reason we made a research to understand the target of the brand and their needs. We found out that The North Face is a valid and popular brand for both professional athletes and amateur sport lovers who include also family with children. As customers,who buy these items , are subjected to uncommon atmospheric situations, their need are several and specific like: comfort, weather protection, durability and be updated on brand news. The brand pleases this needs thanks to flexibility, specific textures, hight quality and an active social networks.

RETAIL & DIGITAL TECHNOLOGIES | Analysis of the brand

SOCIAL NETWORKS For The North Face is very important to encourage its customers to be a community and to spred “The North Face life style” that is live in contact with nature, be a sustainable person, respect the enviroment, practise a lot of sport and so on. For this reason it is very active on social networks like Facebook, Instagram, YouTube and Twitter in order to reach as many people as possible.

RETAIL & DIGITAL TECHNOLOGIES | Analysis of the brand

MOODBOARD Here there is a moodboard about the world of The North Face and its slogan: NEVER STOP EXPLORING.

RETAIL & DIGITAL TECHNOLOGIES | Analysis of the brand

COMMENTS Analyzing the strenght and weakness of the brand we wrote comments about fields in which to move in order to design an app that is as efficient as possible.

RETAIL & DIGITAL TECHNOLOGIES | the App

FLOW OF ACTIONS Is not easy choose and buy goods to wear wihout fit them, in particular buy shoes is even more complicated because even a centimeter more or less can make the difference. For this reason, in the design of this app we decided to focus on the footwear. In this chart is represented the flow of actions that a customer could do on our app from the moment during which he/she decide to buy a sport shoes toward the delivery of the article. We divided the process in six general phases, adding for each of them the thoughts of the user and more detailed actions.

RETAIL & DIGITAL TECHNOLOGIES | the App

WORK FLOW welcome

Thanks to the work flow is easy to understand

customization of the profile

FIRST USE

how the app works, through the screenshots of every meaningful steps that an ideal customer could do. Also, the screeshots are placed in order to make more clear the sequential steps from one function to another. We devided the process in first use and ordinary use: in the first the user,

research

choose

after the subscription, has the possibility to customize his/her profile selecting the sports in which he/she is keen on. In this way, the app can suggests the right articles

ORDINARY USE

feedback

pay

choose

for that specif sport. Also the app works like a sort of social network in which the user can follow their favourite athletes to be updated about their awards and experiences. During the ordinary use, the most innovative function of the app is the Fit Finder: it is a

RETAIL & DIGITAL TECHNOLOGIES | the App

WORK FLOW

athletes

function

that,

thanks

several

questions is able to propouse the right number and model of shoes. We thought that it could be a useful way to encourage customers to buy

ORDINARY USE - EXPLORE

discovery

events

footwear without the fear of make a mistake. We also add the opportunity to see the goods at 360° and not only with few photos of them, in order to check every details. Finally is possible to give a vote to the goods and read the feedback and reviews of the other customers.

RETAIL & DIGITAL TECHNOLOGIES | the App

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