Pauline`s pizza Backup_Mar_17.key

Eco System Study
Sara Ras
Jherin Miller
Noam Zomerfeld
Spring 2015 // Design Research
Competitors
Pauline’s Pizza is unique – it is a seed to table
restaurant.
The owner owns not only
the restaurant but a ranch,
a garden, a winery and is
the main supplier for
vegetables, herbs, fruit,
meat and wine for the
restaurant. Everything they
make or purchase is
certified organic and has
been so for ever 20 years.
Sidney Weinstein, owner
Photo: Camille Baptista, Berkeleyside
Phase 1
•
Secondary Research
•
Preliminary interviews
•
On-Site Immersions
Phase 2
•
More Interviews
•
Synthesis
•
Customer Journey Map
Phase 3
•
Verification with owner
•
Eco-System map
•
Insights
Customer Interviews
•
What are their goals? (Just getting food? On a date?
Eating with family?)
•
Who are they? (Demographics)
•
How did they come here? (We suspected there are areas for
improvement there…)
Customer
Interviews
Interview Synthesis - Customers
Pauline’s customers
•
Pauline’s attracts an older
crowd: 35+
•
Most of the restaurant’s
patrons are repeated
customers.
•
Very family friendly – most of
the earlier patrons are parents
and children.
•
A big percentage of the
restaurant income comes from
large parties (upstairs).
•
Pauline’s does a significant
amount of take away orders.
Persona
Synthesis
Persona Making
Persona Synthesis
Greg
Age:
36
Occupation:
Software Engineer
Location:
The Mission
Goals and Motivations
•
Eat healthy and delicious pizza
•
Have a casual fun dinner with a friend
Conflicts
• Prefers to know the specials beforehand
•
Wants Delivery
•
Gets confused with the multiple menus
“Pauline’s is unpretentious, a damn good meal and there’s almost no wait.”
Staff Interviews
Sidney
Owner
(~28 years)
Mike
Produce Manager
(+Wait Manager,Pastry Chef, Cook, SNS Manager)
(~8 years)
Everett
Waiter / Host (~6 months)
H
Ex Head Cook (~10 years)
A
Cook (~1 year)
On-site Immersions
Props - POS
Props - POS
“The Aloha POS system revolutionized our business.”
Sidney, Owner
Clipboards
Clipboards
“As long as people read their clipboards, the day will run smoothly”
Mike, Manager
Synthesis
Eco-System
v
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
Entice
Enter
Quality of rating
and reviews
Quality Measures
How welcoming
the host is
Hear about
restaurant
Read reviews/
google
Look inside
restaurant
Pick a door:
wine bar or
restaurant
Enter restaurant
Exit
Readability
of menu
Comfort of
seats/space
4-8 min
Time
Customer Action
Experience
How long the
wait list is
How long
the queue is
Quality of waiter’s
answers
Drinks in stock
Write name on
waitlist
Sit in
waiting area
3 min
Get seated
at table
Met by host
Receive menu
Browse menu
Timing of food
courses
Food in stock
4-6 min
Receive drinks
Order drinks
Decide on
what to order
6 min
Order food
Draw on table
Take food order
Add order to POS
Salad delivered
Eat salad
Deliver salad
Decide and ask
to fire pizza
Pizza delivered
to table
Employees
greeting goodbye
Bill is correct
20-30 min
3-5 min
Eat pizza
Finish eating
Think about
dessert
4-6 min
Decide not to
get dessert
Pauline’s Pizza
Extend
Pizza
temperature
15 min
5-7 min
3 min
Ask to box food
and bring check
Receive bill and
takeout box
Look at bill, take
out credit card
Put credit card
into bill holder
Receive bills
and credit card
Check accuracy,
think about tip
Calculate and
write tip, sign,
take card
5 min
Leave bill,
head out
Tell friends/
post review
Leave restaurant
Line of Interaction
Service Employees
Digital & Devices
Greet customer
Locate available
table, enter into
computer
POS Computer
Set table
Cross off name
from list
Seat customers
Pour customers
water
Give menus,
talk about special
Ask if customer has
questions, answer
them
Take drink order
Add order to POS
Pour drinks
POS computer
Deliver drinks
POS computer
Open Kitchen
Take salad
from kitchen
Take pizza
from kitchen
Order prints out
to kitchens
Deliver pizza
Check in,
refill water
Take any
dirty dishes
(pre-bussing)
Give dessert menu
Check in
about dessert
Take food to
kitchen to box
Box food
Go to computer
to print bill
POS computer
Cooks make pizza
Cook fires pizza
Take bill and box
to customer
Bill gets printed
Take bill and
credit card to
POS computer
Make transaction
on POS
POS computer
Cook plates pizza
Line of Visibility
Back Kitchen
Cooks make salad
Salad is made
Line of Internal Interaction
Support Processes
Aloha POS
systems
Aloha POS
systems
Wine from farm,
wine from other
providers
Aloha POS
systems
Ingredients from
farm, other sources
Aloha POS
systems
Aloha POS,
CC provider
Return bills
and credit card
Additional bills/
receipts printed
Greet customer
as they walk out
Take signed bill
and tip
Bus and clean table
Prepare table for
next customer
Service Blueprint
Service Blueprint
Entice
Enter
Quality of rating
and reviews
Quality Measures
How long
the queue is
How welcoming
the host is
Sit in
waiting area
Met by host
4-8 min
Time
Customer Action
How long the
wait list is
Hear about
restaurant
Read reviews/
google
Look inside
restaurant
Pick a door:
wine bar or
restaurant
Enter restaurant
Write name on
waitlist
Line of Interaction
Service Employees
Digital & Devices
Greet customer
Locate av
table, ent
compu
POS Com
Open Kitchen
Line of Visibility
Back Kitchen
Line of Internal Interaction
Support Processes
Aloha
syste
Service Blueprint
Experience
ng
er
Readability
of menu
Comfort of
seats/space
Quality of waiter’s
answers
Drinks in stock
4-6 min
Get seated
at table
Locate available
table, enter into
computer
Set table
Cross off name
from list
Seat customers
Receive menu
Pour customers
water
Give menus,
talk about special
Browse menu
Order drinks
Ask if customer has
questions, answer
them
Take drink order
Add order to POS
POS Computer
POS computer
Aloha POS
systems
Aloha POS
systems
Pour
Wine fr
wine fro
prov
Service Blueprint
k
r
Food in stock
3 min
Receive drinks
Add order to POS
Pour drinks
POS computer
Deliver drinks
Decide on
what to order
6 min
Order food
Draw on table
Take food order
Add order to POS
POS computer
15 min
Salad delivered
Take salad
from kitchen
Order prints out
to kitchens
Cooks make pizza
Cooks make salad
Aloha POS
systems
Wine from farm,
wine from other
providers
Aloha POS
systems
Ingredients from
farm, other sources
Salad is made
Deliver salad
Eat s
Decide
to fire
Service Blueprint
Timing of food
courses
Pizza
temperature
15 min
Take salad
from kitchen
Salad delivered
Eat salad
Deliver salad
Decide and ask
to fire pizza
20-30 min
Pizza delivered
to table
Take pizza
from kitchen
Order prints out
to kitchens
Cooks make pizza
Cooks make salad
Ingredients from
farm, other sources
Cook fires pizza
Salad is made
Cook plates pizza
Deliver pizza
Eat pizz
r
Service Blueprint
Draw on table
Take salad
from kitchen
Add order to POS
POS computer
Eat salad
Deliver salad
Decide and ask
to fire pizza
Order prints out
to kitchens
Cooks make pizza
Cooks make salad
Aloha POS
systems
Salad delivered
Ingredients from
farm, other sources
Cook fires piz
Salad is made
Service Blueprint
Exit
Pizza
temperature
20-30 min
Pizza delivered
to table
Deliver pizza
3-5 min
Eat pizza
Finish eating
Check in,
refill water
Take any
dirty dishes
(pre-bussing)
Give dessert menu
Think about
dessert
4-6 min
Decide not to
get dessert
Check in
about dessert
Ask to box food
and bring check
Take food to
kitchen to box
Box food
Go to co
to prin
POS com
a
Aloha
syste
Service Blueprint
Bill is correct
5-7 min
3 min
Receive bill and
takeout box
Box food
Go to computer
to print bill
POS computer
Aloha POS
systems
Take bill and box
to customer
Bill gets printed
Look at bill, take
out credit card
Put credit card
into bill holder
Take bill and
credit card to
POS computer
Receive bills
and credit card
Make transaction
on POS
POS computer
Aloha POS,
CC provider
Return bills
and credit card
Additional bills/
receipts printed
Check accuracy,
think about tip
Calcula
write ti
take
Service Blueprint
Employees
greeting goodbye
5-7 min
Receive bills
and credit card
ction
uter
OS,
der
Pauline’s Pizza
Extend
Return bills
and credit card
Additional bills/
receipts printed
Check accuracy,
think about tip
Calculate and
write tip, sign,
take card
5 min
Leave bill,
head out
Greet customer
as they walk out
Tell friends/
post review
Leave restaurant
Take signed bill
and tip
Bus and clean table
Prepare table for
next customer
Customer Journey
Pauline’s Pizza
Customer Journey Map
Entice
Enter
Experience
Exit
Extend
Satisfaction
Level
Stages
Discover restaurant
Decide to eat there
“I wish I knew what the specials
were in advance”
Feelings
Thoughts
“Pauline’s doesn’t really do
marketing; mostly word of mouth”
“I only wish they would deliver!”
“I often forget that Pauline’s exists
when I’m looking for places to eat”
Values
“A friend recommended it to me
because I have Celiac”
(can only eat gluten-free)
Strength
Pain Point
Opportunity
Enter restaurant
Wait
Always good energy in restaurant
Confusion about the difference
between front vs wine bar
“It was fancier than expected, all
or more upscale”
Met by host
Get seated
“They’re not the most friendly”
Receive and browse menu
Order drinks
Receive drinks
Decide on what to order
Order food
“I really like Pauline’s specials, they
are unique”
“The menus are confusing‒
you can order from two kitchens?
Wait, draw on table
“I love the crayons on the
table, I see people of all ages
using them”
Fast, attentive service
Restaurant is loud–poor acoustics
There’s usually no wait, which is
amazing in the Mission
“It’s weird to decide on wine
before you choose your food”
Didn’t know you could order
kitchen food from wine bar
“Things that are in season taste a
lot better”
Salad delivered, eat salad
Pizza delivered, eat pizza
Don’t get dessert
Ask to box food and bring check
Receive bill and takeout box
Pay bill, leave tip
Leave restaurant
Tell friends, post reviews
“The timing is perfect, nothing felt
rushed or slow”
Pauline’s is known for their quality,
the self-grown ingredients, and
the freshness
“[the food] was actually really
really good”
“I’m appreciative of places that
serve good gluten-free stuff”
Great healthy pizza for a great price
“I like to order a lot so that I can
take home left overs”
“The service was friendly, lots of smiles,
consistent”
“I can influence people to find
hidden gems.”
Customer Journey
Customer Journey Map
Entice
Enter
Satisfaction
Level
Stages
Discover restaurant
Decide to eat there
“I wish I knew what the specials
were in advance”
Feelings
Thoughts
“Pauline’s doesn’t really do
marketing; mostly word of mouth”
“I only wish they would deliver!”
“I often forget that Pauline’s exists
when I’m looking for places to eat”
Values
“A friend recommended it to me
because I have Celiac”
(can only eat gluten-free)
Strength
Pain Point
Opportunity
Enter restaurant
Wait
Always good energy in restaurant
Confusion about the difference
between front vs wine bar
“It was fancier than expected, all
or more upscale”
Met by host
Get seated
“They’re not the most friendly”
Receive and browse men
“The menus are confusing
you can order from two
Fast, attentive service
Restaurant is loud–poor acoustics
There’s usually no wait, which is
amazing in the Mission
Customer Journey
Experience
ated
ndly”
Receive and browse menu
Receive drinks
Decide on what to order
Order food
“I really like Pauline’s specials, they
are unique”
“The menus are confusing‒
you can order from two kitchens?
d–poor acoustics
is
Order drinks
“It’s weird to decide on wine
before you choose your food”
Wait, draw on table
“I love the crayons on the
table, I see people of all ages
using them”
Didn’t know you could order
kitchen food from wine bar
“Things that are in season taste a
lot better”
Salad delivered, eat salad
“The timing is perfe
rushed or slow”
Pauline’s is kno
the self-grown
the freshness
ages
Customer Journey
Exit
Salad delivered, eat salad
Pizza delivered, eat pizza
Don’t get dessert
Ask to box food and bring check
Receive bill and takeout box
Pay bill, leave
“The timing is perfect, nothing felt
rushed or slow”
Pauline’s is known for their quality,
the self-grown ingredients, and
the freshness
“[the food] was actually really
really good”
“I’m appreciative of places that
serve good gluten-free stuff”
Great healthy pizza for a great price
“I like to order a lot so that I can
take home left overs”
“The servic
consistent
Customer Journey
ually really
hat
ff”
Pauline’s Pizza
Exit
Don’t get dessert
Ask to box food and bring check
Receive bill and takeout box
Extend
Pay bill, leave tip
Leave restaurant
Tell friends, post reviews
Great healthy pizza for a great price
“I like to order a lot so that I can
take home left overs”
“The service was friendly, lots of smiles,
consistent”
“I can influence people to find
hidden gems.”
Insights
•
Marketing - Stop being a hidden gem.
•
Wine bar / Main confusion
•
The upstairs - is it utilized enough?
•
Attract a younger crowd