2022 | UX Design
Unveiling Business Insights from a Customer-Centric Perspective
7 minutes reading time
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Project Details
My Role
User Research
Team
Aditi Taksh, Vismaya Khatokar, Harshita Sikchi
Duration
3 weeks
Tools
Figma
Overview
In a class focused on exploring tools for business analysis, our group chose Harsha Bakery as the subject of our study. Situated in Yelahanka, Bangalore, Harsha Bakery enjoys popularity among local residents and students from Srishti, thanks to its convenient location and a diverse array of food items. The bakery has become a go-to spot for customers looking for a quick and delicious bite.
Our primary goal in this project was to gain a comprehensive understanding of Harsha Bakery's business and the services it provides, with a specific emphasis on viewing these aspects through the lens of the customer. By delving into the customer perspective, our aim was to identify areas where the bakery could potentially enhance its offerings or operations to better meet customer expectations and improve overall satisfaction.
Understanding Stakeholders
We initiated the project by administering questionnaires to gather extensive feedback from the Srishti community regarding Harsha Bakery. Additionally, we conducted in-person interviews with locals in the surrounding area, including the bakery owners who also serve as the sole workers. The insights we gathered include:
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Word-of-Mouth Influence: A majority of people discover the bakery through recommendations from friends.
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Location Appeal: The primary attraction for customers is the bakery's strategic location, attracting individuals who come to meet friends and socialize.
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Limited Expansion: The store owner is hesitant to expand, aiming to preserve the quality and essence of the store.
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Owner-Operated: With only two individuals (the owners) managing the store, they are reluctant to hire additional staff due to past negative experiences.
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Security Concerns: Customers tend to avoid the bakery due to previous incidents of harassment and the perceived lack of response from the store.
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Menu Evolution: Over its 10-year existence, the bakery's menu has adapted to the changing customer base, reflecting evolving preferences over time.
Personas
Drawing from our research, we narrowed down on two distinct personas
User Journey
We conducted user journeys to pinpoint precise pain points for each persona, unraveling key insights into their experiences. This method not only illuminated challenges but also provided valuable benefits in user research, giving us a deeper understanding of user interactions, preferences, and potential areas for improvement in the overall user experience
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Accessibility Frustration: Customers express frustration with the inconvenience of walking to Harsha Bakery.
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Payment Hassles: The payment process can be irksome, particularly with UPI, where network issues may arise.
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Safety Concerns: Customers, especially after daylight hours, harbor feelings of insecurity due to past incidents of eve-teasing.
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Communication Comfort: Despite challenges, the bilingual and friendly staff facilitate easy communication, allowing customers to express their preferences seamlessly.
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Diverse Offerings Attract Customers: The wide variety of items available at the bakery serves as a significant draw for customers.
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Service Speed Concerns: Slow service, particularly during peak hours, becomes a source of irritation for customers, potentially impacting their overall experience.
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Stock Availability Discrepancies: Occasional unavailability of desired items disappoints customers, discouraging repeat visits.
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Convenient Accessibility: The easily accessible location ensures that the bakery is within reach for a broad audience.
SWOT Analysis
We conducted a SWOT analysis to streamline our thoughts and gain a comprehensive understanding of the business. This tool helped us in terms of user research include a clearer focus on key areas for improvement, a strategic roadmap for addressing challenges, and a foundation for making informed decisions to enhance the overall user experience.
Top Findings
We synthesized our Top Findings from the user research above and formulated them into actionable 'How Might We' statements, in form of Opportunity Areas, setting the stage for addressing key challenges and generating effective solutions.
Ideation
We also made task flows to Building upon the Opportunity Areas, we generated ideas through brainstorming sessions for each area using the Lotus Blossom method.
Prioritization
In the process of prioritization and refining our ideas, we employed the Effort-Impact Matrix and Moscow Analysis. This strategic approach facilitated the transformation of 45 initial ideas into a focused selection of 17 ideas
Following the refinement to 17 ideas, we conducted an online voting session, utilizing a pen tool to identify ideas deemed feasible for the business owners and beneficial for the users
The refined ideas aim to elevate the overall experience at Harsha Bakery by optimizing storage and expanding the product range to attract a broader user base. Additionally, proposals include refurbishing the floor and stairs to create a more appealing seating area for customers, extending the roof to offer shelter during Bangalore's unpredictable weather conditions, featuring special deals and beverages for promotional visibility, and introducing weekly or festive specials to establish an alluring trend and communicate the diverse offerings available at the bakery.
My Learnings
Communication plays a key role
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As we delved into the project, clashes regarding work ethics surfaced among team members. It became evident that maintaining project momentum was crucial, even when some faced challenges due to personal reasons. Given the tight timeline, it was important for us to collaborate seamlessly and swiftly transition from one project stage to the next without dwelling too long on individual phases. Navigating through diverse schedules posed a significant challenge, demanding efficient coordination and time. Overcoming these obstacles helped me adept time management, a skill that evolved as we collectively balanced multiple assignments and individual commitments. Despite these intricacies, I believe, I successfully led the team forward, ensuring consistent progress despite variations in team members' availability and work approaches.