Context
Type: Web & Service Design
Duration: June 2015 - Aug 2017
Since establishment in 2015, I had versatile responsibilities on-site and remotely for a poke & teriyaki restaurant in Orange County.
The poke bowl trend started booming a few years ago, and it was important to set foundation in various aspects of design for brand recognition and customer retention.
At Poki Yaki, customers can personalize their preferences, while servers interactively create their customized bowl step-by-step.
This ordering system was a new, unfamiliar idea to many in the beginning, so I worked closely with the owner and manager to provide a friendly, reliable customer experience, which allowed room for growth in reputation and popularity.
Type: Web & Service Design
Duration: June 2015 - Aug 2017
Problem
How might we design an ordering experience with a holistic approach?
Within poke’s ordering process, the core objectives are being considerate, quick, and simple for both new and returning customers. For the business to stay profitable, we worked together to design a productive yet valuable service, giving special attention to not only customer needs but also business budget and work environment. To approach the design holistically, we needed to consider having an efficient process, good business management, and overall customer satisfaction. As a server by day and designer by night, I had first-hand knowledge in empathizing with customers and delivered insights and marketing collaterals to the business.
Role
Position
- Service Designer
- Marketing Designer
- Server (Food Handler)
Tools
- InDesign
- Illustrator
- Photoshop
- SaaS; Wix
- Social Media
Skills
- Web Design
- Branding
- CX Design
- Print Design
- Customer Service
process
1st phase
Stakeholders & Layout
The main stakeholders that I dealt with were customers, business executives, prospective servers, and kitchen staff. By strategizing to pinpoint the their needs and goals, I received a rough outline of the menu and worked together with the owner to formulate a menu design and memorable names for store's homemade sauces.
STAKEHOLDER NEEDS
Customer: Quick and tasty experience with minimal confusion
Business: Profitable plan on budget while also assuring quality
Server: Organized operation plan for handling each step
Kitchen: Receiving teriyaki orders on time to prepare with promptness
Ethnography
As a poke server for the store when it first opened, I was able to interact directly with customers and see their decision-making process. Through this inductive method of examining patterns in the conceptual social space, some observations or pain points that arose were:
It was a work-in-progress as we experimented new ways while the business ran. Not many customers were aware of the new poke menu with the change in ownership, so we had time to pinpoint issues and streamline the overall process by knowing what customers prefer and how many servers should be present when there is a line.
2nd phase
Service Blueprint
By visiting and analyzing competitive stores like Pokinometry and Poke District, we adapted some of their ways of ordering and creating process, while adding our unique touch of mixing sauces and having a grilled menu on the side.
We solved issues like having two servers, each responsible for specific steps, and a separate cashier to expedite the process.
Structure & Branding
Now that the business started to spread through word-of-mouth and online sources like Yelp and Google, it was crucial to have an organized operational structure for current and prospective servers.
Another server and I devised a training manual together to help servers go through the process with customers smoothly and considerately, while also maintaining the poke bar’s cleanliness and functionality (e.g. aligning each step with its visualization of items, asking proactively instead of being asked, having refills on deck inside poke fridge instead of kitchen’s walk-in fridge).
Branding the business was essential, from logo to togo menu, by considering factors like business budget and simple instructions for customers to navigate through the process beforehand or on-site.
3rd phase
Web & Marketing Design
To gain more customer attraction, I built the store’s website through a SaaS like Wix considering budget constraints for a start-up restaurant. I made sure the website was usable and helpful through components like a color-coded visual menu, quality photos, and business information in the footer.
To entice customers to visit the restaurant, some trendsetting marketing tactics were made, such as a stamp card idea adapted from boba shops. By making business social media accounts to ensure a better digital service, I also targeted a Facebook advertisement and Yelp check-in for 10% off poke bowls towards local residents.
Customer Analytics
Acquiring data and reviews of customers’ behaviors and feelings was possible by managing the Yelp for Biz account. It was a great tool to evaluate customers’ experiences, and we always checked to improve upon any given complaints or tips.
STAKEHOLDER SOLUTIONS
Customer: Visual representation of menu layout and suggestive language
Business: Trendy marketing tactics on budget to focus on fish quality and ground-up recipes
Server: Step-by-step training manual for operation and maintenance
Kitchen: Paper ticket of teriyaki order from server or cashier
conclusion
aftermath
With the rise of poke restaurants, the business became more renowned not only for its taste but also quick, friendly service.
Since early 2018, I assisted in branding another affiliate poke restaurant, Poke Time, while also creating promotional materials and managing social media pages, such as Facebook and Instagram. Poki Yaki gave me a good idea of how I can provide better designs with the logo and menu.
