KEY POINTS:
ACTIVITY: BUYING A COUPON
To analyze an activity, understand the process involved , the mental models, the functionality of the activity, emotional connections, generate insights, find the right gap/ opportunity.
RESEARCH METHODS: Observation with Parameters Following the User Contextual Enquiry( sharing experience) User journey mapping Questionaire, (drivers,purpose, motivations, associations)
FROM KHOPCHA
ELEMENTS OBSERVATION OF ACTIVITY What is seen from a distance?
CUSTOMER APPROACHING THINKING/DECIDING COMMUNICATION TRANSACTION LEAVING
OPERATOR
OBSERVATIONS
DECISION
Hunger, refreshments, peer influence time, habit, socialize, availability, affordability, quantity of food, taste, craving, prior experience, information interface, willingness to spend WHAT AFFECTS
COMMUNICATION
Language Changes (cash) available Enquiry Ranjit bhai aaj special kya hain?
TRANSACTION Coupon+Coupon Coupon +Cash Coupon Credit Complimentary
Just handing over the coupon No further communication Busy with the next client
DELIVERY
USER JOURNEY MAPPING
MENTAL MODELS NEED OF VISITING KHOPCHA
FAMILIAR UNFAMILIAR
EXISTING THOUGHTS
CLASS THEORY
KNOWS
HUNGRY NOT HUNGRY RELAX HABIT SOCIALIZE
PRIOR WORK
TASK TO FINISH PRIORITIES PLANS
WHAT TO BUY
ENQUIRY
HOW TO BUY
ASK THE COUNTER PERSON
KNOWS THE OPTIONS AVAILABLE
IMMEDIATE
INSIGHTS
KEY INSIGHTS
DECISION
FINDING FOR SOMETHING(RESEARCH)
PREFERENCE HOT/COLD/SPECIALITY TIME
MENU EATING PREFERENCES AT THAT MOMENT WHAT IS GOOD/BAD (JUDGEMENTS) TASTE MONEY TIME TO COOK WHAT OTHER PEOPLE ARE EATING
BUYING COMMUNICATION
DOESNOT SPECIFY MONEY , ONLY ORDERS THE FOOD USER CALCULATES THE COST AND TELLS HIM
THE LANGUAGE IN THE MENU IS HINDI, BECOMES DIFFICULT TO UNDERSTAND FOR MANY USER HANDWRITTING IS ILLEGIBLE SOMETIMES
TRANSACTIONS SOMETIMES UNFAMILIAR USER DONT KNOW WHAT NEXT TO DO
PROBLEM OF CHANGES (CASH)
EXCESS AMOUNT EXACT AMOUNT USER LEAVES NO FURTHER INFORMATION
CREDIT COUPON
NO RECORDS MAINTAINED ABOUT CREDITS FEEDBACK WAIT FOR AGREEMENT
DEAL COUPON HANDSIGNED
WHAT NEXT? FURTHER RESEARCH WAS CARRIED TO VALIDATE THE FINDINGS AND FIND DIFFERENT ASSOCIATIONS ONE HAS WITH KHOPCHA, MOTIVATION, DRIVERS OF THEIR DECISION AND THE FACTORS THAT AFFECT THE EXPERIENCE OF BUYING A COUPON IN KHOPCHA
USER knows what to buy
A questionaire was prepared to interview different user to find the value associated with khopcha and canteen
confused what to buy dont know what to buy
OPERATOR
depends on the person accompanied
Kishore bhai Ranjit bhai Gajju bhai
depends on what are the options dont know how to buy
Behaviour, co peration and attitude of all the operator is good
depends on how much money the user is willing to spend to spend quality time
depends on worthiness of the money spend/ value
to meet friends of other departments
familiar
)
to watch others accompanied
some users sits in their regular places
User looks around unfamiliar
finds a place to sit accompanied by visiting faculties accompanied by outside friends accompanied by family,relatives
belongingness own connections
think about money/budget worthiness looks for the vacancy of the place where the user usally sits show off what they are wearing
KEY INSIGHTS:
looks for the friends who called him/her to catch up
The experience of buying a coupon depends on many factors apart from hunger and quality of food. Peer influence matters a lot in decision making Budget and willingness to pay shapes the decision of what food to choose Many users have a fix set of food they order
topics of discussion that escites him gossips
want to spend time alone socialize comfortable company knows about the types of discussion from prior experience
wants to be updated news in the campus wants advice/suggestion break monotony
Habits and belonging ness to a particular place affects the likings to
(
mood of the person
break from work
Ramesh bhai
ACTIVITY:
Sanjay-Dhananjai (the sitting near ramesh bhais stall)
BUYING A COUPON
Jhula
FROM KHOPCHA
Dynamics of khopcha, peoples movement
QUESTIONAIRE What all do you like about khopcha?
What appeals you when you look around?
Hammock
Favourite places(associations)
Noise Lights Lack of sensibility to keep the place clean among few people Dogs
OPPORTUNITY AREAS AROMA INFORMATION INTERFACE (esp: language) MENU BOARD
What bothers you in khopcha?
LIGHTS COUPONS
Rawness What are the rational judgement that comes to your mind when you buy a coupon?
Earthiness Greenery Openess of people
What do you frequently buy
Openess of the place (physical) Friends Discussions
How much money do you mostly spend at one time?
Aroma
CREDIT SYSTEM SITTING STRUCTURES PET FEEDS CHAI- TALKIES