Phase Two: Understanding the Users

To see things from the flip side, we ran interviews with key project stakeholders, potential customers and existing users.

Stakeholder Interviews

The goal of interviewing the Sales and Customer Success teams was to help inform our understanding of their existing customer base, outreach processes and on-boarding sessions with potential customers.

Key Findings

  • Customers are driven by value.
  • Customers are concerned with how to use the software, how will it benefit them and how it will integrate with their business.
Affinity Map for Stakeholder Interviews

User Interviews

The scope was focused on customer usage profiling to understand the current technologies and processes that restaurant/cafe owners and chefs have adopted.

Key Findings

  • Users are hesitant to use new technology because of the learning curve.
  • They have developed their own methods of doing the accounting as well as keeping track of orders.
  • They communicate with their suppliers via WhatsApp or calls. Some have been working with the same supplier for many years.
  • Those who have been in the industry for a long time are very comfortable with their current communication methods with suppliers.
Affinity Map for User Interviews

How did the current website fared for the users?

We led usability tests with the interviewees to see what they took away from browsing the website for the first time.

  • The display of clientele is a good selling point as it builds confidence.
  • studies are not necessarily important to the users as they don’t have time to read.
  • Homepage failed to convey who and what FoodRazor is, at a glance.

Persona & Customer Journey Map (CJM)

With all the research data and insights collected, we created 3 personas to represent the different types of users that might use FoodRazor.

The CJMs were designed to highlight key interactions that the personas have with the product through storytelling. It conveys user goals, emotions, pain points and opportunities in which FoodRazor can tap in to bridge the gaps.

First Persona: Max, 28, Business-Chef Owner

Max is open to using new technology in his work processes for greater efficiency but is concerned that his older staff might not be able to adapt to the change. He needs a way for his staff to see the value and benefits of new technology in order to convince them get on board with it.

Max’s Customer Journey Map

Second Persona: Jolene, 54, Business Owner

Jolene does not rely heavily on technology to run her business. She only uses Excel to track her accountings. Due to her low tech proficiency, Jolene is resistant to advanced technology. She needs to know that the new software will be as easy and simple to use as the current ones she is using.

Jolene’s Customer Journey Map

Third Persona: Kenny, 41, Head Chef

As the sole decision maker in the kitchen, Kenny has to ensure that logistics are handled well and supplies are always in stock to anticipate demand and prevent cancellation of menu. He needs to know what his options are when he troubleshoots.

Kenny’s Customer Journey Map



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