Service Design Layers

1. Interface: experience when meeting a barista

 

The coffee shop that has a modern industrial architecture with gravel pavement and tropical plants around is more than a bar, so people can dine in to enjoy their coffee or/and snacks. When customers come here, they will find the entrance and order table on the right side. Then, customers can also find a coffee table easily, both indoors and outdoors. Also, the coffee shop has live music at certain times which can be enjoyed by customers. Moreover, maintenance of the coffee shop is going well, it is quite clean.

 

• The entrance and ordering table can be found easily
• There are coffee tables, both indoors and outdoors
• The coffee shop is quite clean
• Meet a friendly barista
• The barista offers a menu to the customer
• The customer starts asking and choosing coffee and snacks from the menu
• For entertainment, the coffee shop has live music at certain times

Pros

1. The customer understands where he can order a coffee
2. The customer can find the menu easily

Cons

1. The customer can’t understand directly what the coffee offers on the menu

Improvement

1. Create menus with detailed information, especially signature menu

2. Expertise: the overall level of knowledge

 

The menu of this coffee shop is not clear enough because it uses its own signature name without any description below, so customers, especially new customers, will find trouble ordering. But, when customers ask to barista, even a young barista, for every single name that is not general for them, he can give a short explanation friendly that mentions general ingredients and flavors. The barista has some basic knowledge such as the difference between coffee and espresso, and how to serve hot, ice, or Vietnam drip coffee.

 

• Some items on the menu didn’t have any description, so the customer needs to ask what is that to the barista
• The barista gives an explanation based on what the customer asked
• The barista understands the difference between coffee and espresso, and how to serve hot, ice, or Vietnam drip coffee
• There’s no availability of items information

Pros

1. The barista can give a short explanation about items on the menu

Cons

1. The customer can’t understand directly what the coffee offers on the menu
2. The customer didn't know how big the cup size was from the menu
3. There’s no availability of items information

Improvement

1. Create menus with detailed information, especially signature menu
2. Provide more information about cup size, sugar, etc

3. Processes: the customer ordered some items

 

In this coffee shop, customers need to go ordering table to order their coffee or/and snacks. For ordering 3 cups of coffee and a snack, the customer needs around 10 minutes to get them. But, it’ll need more time if the coffee shop is in high demand. If customers order for taking away, they can wait at a table near the order table, so they can pay attention to a bell ring from the barista. While, if customers make dine-in orders, the waitress will take orders for them.

 

• To make an order, the customer needs to go to the ordering table
• The barista recaps items ordered by the customer
• The customer pays the bill with some methods, e.g QRIS (e-wallet)
• The barista receives a payment confirmation
• The barista creates the items ordered
• If the customer makes dine-in order, the waitress will take the order to them. While, if the customer makes take away order, they'll need to wait near the ordering table.

Pros

1. The barista makes sure the order first before creating them

Cons

1. There's no table number or nickname for order, so it'll be confusing when the coffee shop is in high demand

Improvement

1. Provide table number or call system button to the customer

4. System & Tools

 

The customer got some information from Instagram about the coffee shop that contains open hours, addresses, live music schedules, and a little menu. The coffee shop has an Instagram account only. Then, the menu is not provided in digital or QR code but provided in a print design. The coffee shop also didn’t have any membership or something for collecting and engaging their customers.

 

• The coffee shop has an Instagram account that provides some information such as open hours, addresses, live music schedules, and a little menu (not complete)
• One of the payment methods is using QRIS or e-wallet
• The barista uses the coffee machine, pan fryer, and packaging presser

Pros

1. The customer can pay cashless
2. The packaging machine makes customers can handle the coffee easily (no worry it'll spill)

Cons

1. The customer needs to show their complete payment screen as a confirmation
2. The coffee shop hasn't a digital menu so the customer needs to go to the ordering table first

Improvement

1. Make cashier machine can receive a complete (cashless) payment confirmation automatically
2. Make a digital menu

5. Offering

 

The coffee shop serves a medium cup of coffee (around 12oz) for ice and is not fully filled. While, for takeaway ordered snacks, they serve with a small paper lunch box (around 5in x 3.5in). For dine-in ordered snacks, they serve on a plate. Their coffee has no strong coffee scent or taste.

 

• The barista uses a bell to call customers to give the takeaway ordered items
• The customer gets his items
• For the ice coffee menu, they serve with a medium plastic cup size (around 12oz), but not fully filled
• For the snack coffee menu, they serve with a small paper box (around 5in x 3.5in) for takeaway and serve on a plate for dine-in ordered
• Their coffee has no strong coffee scent or taste

Pros

1. The barista can give items according to the customer's orders

Cons

1. There's no table number or something, so the customer needs to pay attention to the order table

Improvement

1. Provide table number or call system button to the customer, so the customer no need to staring the order table