Project

User Research

Group/Individual

Individual

Date

2024

Overivew

This project aims to understand and address the challenges faced by customers at By George Café, focusing on long wait times, unclear queuing systems, and order pickup confusion. Through a combination of field observations, interviews, and surveys, the project identifies key pain points and provides actionable insights to enhance customer satisfaction and streamline service efficiency during the café's busiest hours.

How might we enhance
customer experience
at the By George Café?

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.

Field Study

Lunchtime Challenges at the By George café

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.

Process

Field Study

Field Study

Observation prepatation

Conducting Observations

Data Collection

Analysis

Observation prepatation

Conducting Observations

Data Collection

Analysis

Observation prepatation

Conducting Observation

Data Collection

Analysis

Interivew

Interivew

Conduction Interviews

Participant Recruitment

Data Collection

Analysis

Conduction Interviews

Participant Recruitment

Data Collection

Analysis

Survey

Survey

Survey Design

Participant Recruitment

Data Collection

Analysis

Survey Design

Participant Recruitment

Data Collection

Analysis

Field Research

Deep hanging out to observe customers' 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.

Field Research Results

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

Hear from users through interviews

The interviews aim to gain deeper insights into customer experiences and identify specific pain points during peak lunch hours at By George Café. Each interview was semi-structured and lasted 30 minutes. These interviews complement the field study by providing qualitative data that helps explain the observed behaviors and inefficiencies.

Interview Progress

Conducting Interview

Conducting Interview

Semi-structured interviews were scheduled at convenient times for participants and conducted either in-person at the café during less busy times or via Zoom. Each interview lasted approximately 30 minutes to ensure detailed insights without causing fatigue.

Semi-structured interviews were scheduled at convenient times for participants and conducted either in-person at the café during less busy times or via Zoom. Each interview lasted approximately 30 minutes to ensure detailed insights without causing fatigue.

Data Collection

Data Collection

Data collection involved audio recording (with participant consent) and detailed note-taking to capture key points and observations during the interview.

Data collection involved audio recording (with participant consent) and detailed note-taking to capture key points and observations during the interview.

Participant Recruitment

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.

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.

Data Analysis

Data Analysis

Recorded interviews were transcribed using otter.ai for data analysis, and affinity diagrams were used to organize data into themes, identifying common patterns and insights. This method helped to understand the issues and develop targeted recommendations thoroughly.

Recorded interviews were transcribed using otter.ai for data analysis, and affinity diagrams were used to organize data into themes, identifying common patterns and insights. This method helped to understand the issues and develop targeted recommendations thoroughly.

Interview Findings

The pickup location is disorganized but, when done well, is quick.

The pickup system at By George Café, where names are written on containers and called out when ready, often appears disorganized and prone to mistakes. However, participants noted that when the system works well, it is intuitive and quick, highlighting the need for accuracy and speed during busy lunch hours.

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.

Simply calling the name is much faster than in other places. It seems less confident, or there are more mistakes to be made.

Participant 1

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.

Participant 2

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.

Participant 3

Long wait times and limited alternatives impact student satisfaction

Long lines are a significant obstacle affecting student satisfaction at By George Café. Despite the inconvenience, students often choose this café due to its convenient location and lack of better alternatives, indicating a need to address service inefficiencies to improve satisfaction and loyalty.

If I go as soon as class ends, the line will be long, but I usually wait because I have no other options.

Participant 1

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.

Participant 2

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.

Participant 3

Preference for larger tables by solo diners engaged in multitasking

Long lines are a significant obstacle affecting student satisfaction at By George Café. Despite the inconvenience, students often choose this café due to its convenient location and lack of better alternatives, indicating a need to address service inefficiencies to improve satisfaction and loyalty.

It depends on my situation. It is crowded, and I'm eating alone. And it's kind of like feeling guilty about occupying a large table, but at the same time, I prefer to occupy a large table. On campus, I normally do something when I am eating, like homework.

I prefer to occupy a large table. On campus, I normally do something when I am eating, like homework.

Participant 1

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.

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.

Participant 2

If I plan to study there, I prefer four seats to just put my stuff on the table, like laptop and books.

Participant 3

Survey

Survey to expand key insights

The survey aims to quantitatively validate the insights gathered from the field study and interviews conducted at By George Café. 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 Progress

Conduct the survey

Conduct the survey

Use Google Forms to create a survey with a mix of question types to gather quantitative and qualitative data.

Use Google Forms to create a survey with a mix of question types to gather quantitative and qualitative data.

Distribute the survey

Distribute the survey

Target University of Washington students, faculty, and staff who visit By George Café during peak lunch hours. Use university email lists, social media groups, and direct recruitment at the café.

Target University of Washington students, faculty, and staff who visit By George Café during peak lunch hours. Use university email lists, social media groups, and direct recruitment at the café.

Data analysis

Data analysis

Clean the data for analysis, then use pivot tables in the spreadsheet to gain insights from various perspectives.

Clean the data for analysis, then use pivot tables in the spreadsheet to gain insights from various perspectives.