Research & Key findings

Field Observation (Service Safari)

We visited the café and simulated our persona’s journey. We took notes, ordered drinks, and observed customer behaviors for two hours.

Secondary Research

We analyzed online reviews to identify recurring issues:

• Inconsistent order pickup process

• Confusing or missing signage

• Overcrowded waiting areas

• Long wait times for ordering

Journey Mapping

We mapped the current customer journey and found critical friction points:

• The order collection area was overcrowded and unclear

• Order readiness was hard to track due to noise and lack of visual cues

• There was no signage directing customers through the process

Design Direction

Before jumping into solutions, we created “How Might We” statements to keep our design focused:

• How might we make the pickup process clearer and less stressful?

• How might we reduce crowding without disrupting the café’s layout?

• How might we support first-time visitors through the service flow?

Spatial Redesign

We created multiple layout iterations in both Figma and physical sketches to test ideas.

Key Changes Introduced

• A self-ordering kiosk placed next to the cashier to streamline flow

• A digital order status display for visual clarity

• Clear pickup signage to reduce crowding and anxiety

• Rearranged menu placement at the entrance for early decision-making

• Additional staff at peak hours to reduce bottlenecks

Service Blueprint

We mapped out frontstage and backstage interactions to visualize how our redesign improves flow for both customers and staff. With a second barista added backstage, the cashier could focus solely on orders, helping to reduce line buildup.

Final Prototype

Storyboard

We also created a storyboard that shows Laura’s journey after the redesign. This visual storytelling helped us clearly communicate how each pain point was being addressed, and how the service felt from the user’s perspective.

Prototyping the Experience

Instead of a digital prototype, we decided to go hands-on and build a 3D paper prototype of the redesigned café. We modeled:

• The layout with counters, kiosks, signage

• Cutouts of Laura and other characters

• A mini story with expressions to show her emotional journey

We filmed a short video using this setup to show how our proposed solution plays out in real time.