Disciplines
User Research
Date
Spring 2024
As part of a my user research class at the University of Washington, I applied user research techniques to real-world problems. I identified real-world issues and areas requiring improvements through fieldwork, interviews, and surveys. This practical application provided valuable insights and demonstrated the importance of user research in real-world scenarios. Through this class, I learned how to collect, analyze, and apply user information to identify the needs of human-centered design.
How might we enhance customer experience
at the By George Café?
In the full document, a thoughtful design question was crafted using the 5W1H method.
Background
Lunchtime Challenges at the By George café
By George Café, located in the middle of the University of Washington campus, is always crowded during peak lunch hours. This project identifies the problems experienced by users through field observations, interviews, and surveys. By combining qualitative and quantitative approaches, the project provides a comprehensive analysis to improve the lunchtime experience at the café.
Process
Field Study
Survey
Field Research
Deep Hanging out to Observe Customer Behavior
This qualitative field study aimed to observe and analyze customer behavior, wait times, and space utilization at By George Café during peak lunch hours. By understanding the context of the café's busiest times, the study aimed to identify inefficiencies and pain points for improving customer satisfaction and service efficiency.
Research
This qualitative study systematically recorded observations on how customers interacted with the space and services, identifying inefficiencies and pain points. I used detailed notes, timestamps, and visual documentation to capture data.
Field Research Result
Key Findings from Deep Hanging Out
Queuing System Confusion
The undefined queuing system caused customers to be unsure of where to stand, leading to disorganized lines and increased wait times.
Menu Visibility Issues
Due to small text and poor placement, customers needed help reading the menu from a distance, which caused delays at the counter.
Order Pickup Inefficiencies
The order pickup process needed clear guidance, which resulted in delays and confusion. Customers were often required to catch up on their names being called or pick up the wrong orders.
Interview
The interviews aim to gain deeper insights into customer experiences and identify specific pain points during peak lunch hours at By George Café. These interviews complement the field study by providing qualitative data that helps explain the observed behaviors and inefficiencies. The detailed feedback from interviews enhances the understanding of the issues identified during the field study and informs the development of targeted recommendations to improve service efficiency and customer satisfaction.
Interview Plan
Participant Recruitment
Participant recruitment focused on students regularly visiting By George Café during peak lunch hours. Recruitment methods included approaching customers directly at the café and utilizing university social media groups.
Conducting Interviews
Interviews were scheduled at convenient times for participants and conducted in-person at the café during less busy times or via Zoom. Each interview lasted approximately 30 minutes to ensure detailed insights.
Data Analysis
Recorded interviews were transcribed using otter.ai for data analysis, and thematic analysis were used to organize data.
Data Collection
Data collection involved audio recording (with participant consent) and detailed note-taking to capture key points and observations during the interview.
Interview Result
Key Findings and Evidence from Interviews
Interviewer 1
" Simply calling the name is much faster than in other places. But this has pros and cons because, in the end, it seems less confident, or there are more mistakes to be made. "
Interviewer 2
" When the cafe is not busy, I can get my food very easily. Sometimes it's hard to find mine if I miss the staff member's shout. As a result, the acai bowl melted. "
Interviewer 3
" I remember I had to wait an extra five minutes because my name wasn't called, and I had to ask the worker. It turned out that the acai ball was already out, so that was melted. "
The pickup location is disorganized but, when done well, is quick.
Long wait times and limited alternatives impact student satisfaction
Interviewer 1
"If I go as soon as class ends, the line will be long, but I usually wait because I have no other options."
Interviewer 2
"It's hard to say their food is bad, but it's not good. I think their food is a little bit expensive. I just go there because it's close." (
Interviewer 3
I eat at a cafe even if there are no long lines or a lot of food because the cafe is closest and in the middle of everything.(
Interviewer 1
" I prefer to occupy a large table. On campus, I normally do something when I am eating, like homework. "
Interviewer 2
"I usually do assignments or study when I eat lunch or some food. I prefer a dual screen. So, I use my MacBook, iPad, and notebook at the same time, so I use larger space, so I prefer a big table."
Interviewer 3
" If I plan to study there, I prefer four seats to just put my stuff on the table, like laptop and books. "
Preference for larger tables by solo diners engaged in multitasking
Survey Overview
The survey aims to quantitatively validate the insights gathered from the field study and interviews conducted at By George Café. By focusing on critical areas such as wait times, order pickup process, menu visibility, and customer flow, the survey aims to identify specific pain points and areas for improvement to enhance overall customer satisfaction and service efficiency during peak lunch hours.
Survey Process
Design the Survey
Use Google Forms to create a survey with a mix of question types to gather quantitative and qualitative data.
Recruit Participants
Target University of Washington students who visit By George Café during peak lunch hours. Use university email lists, social media groups, and direct recruitment at the café.
Distribute the Survey
Distribute the survey through university communication channels and social media to ensure a broad and representative sample.
Survey Data Analysis
Survey data was analyzed using Google Sheets. It was analyzed thoughtfully, considering graphs and methods appropriate for each data.