Ordering desserts their way
It became clear after the interviews with the seven participants that we had materialized two user persona identities. One that enjoyed dessert socially and only ordered desserts for special occasions, preferring to pick up. A second persona that enjoyed dessert regularly and is a habitual delivery orderer, not liking to step out into the stores.
I developed the two separate user personas to summarize all my research findings in a human-centered way to better relate to our users and their problems .
With our two target personas in place, I put myself in their shoes and created Customer Journey Maps to focus on their user experiences in a single scenario with a single goal. Plotting the persona's sentiment with emoticons under their journey map, so that we can see how their emotional experience changes with each touchpoint. In this way we can view opportunities within rapid drops and positive peaks while ordering delivery or curbside pickup.
From the Customer Journey Mapping we could see that the user that preferred to pick up for special occasions chose to pick up themselves as they liked to see the desserts in person to choose, and also didn't trust the delivery service to deliver their dessert order safely. With the pandemic lockdown, they might be forced to step outside of their comfort zone and place a delivery order. My task at hand would be to design a safe pick up, while also making the option of the delivery as comfortable as possible for them.
And the desert lovers that preferred to place delivery orders? Their frustrations came from not finding what they wanted to order easily enough, and they wondered where their orders were once it was placed. My goal would be to be make the order on demand process as communicative as possible for them.
Redefining the problem space
Organizing my findings from the phase together, I asked myself a series of who, what, where and why questions to articulate the design problem and provide a clear cut objective to work towards.
Dessert, in essence, is not essential. For a user to want to have dessert most likely meant that they hoped to return to a life they remembered. If only just to taste a moment of normalcy away from the chaos.
How might I relieve their worries and return a sense of normalcy in getting our users their desserts in today’s chaotic times?
With our north star in place, I wanted to also plot out the business side on a service blueprint to understand what procedures and costs would need to be implemented for the new venture. Indoor dining had been banned due to the pandemic, so overhead charges were lowered with less hands needed for table service and cleaning. This could potentially fund the new in-house delivery driver costs. In addition, existing inventory management would only have to be on a larger scale than what they were already doing with third party delivery and wait-in-line services.