Snakes & Lattes Service Expansion
Snakes & Lattes Service Expansion
PROBLEM BRIEF
PROBLEM BRIEF
Snakes and Lattes is seeking to improve their current service model in order to appeal to a middle aged, urban and educated market demographic. They plan to maintain the basic service modelling, brand characteristics, and preserve their original value proposition and product/service offerings but not at the expense of ‘losing’ or compromising the experience of their current customer base.
Snakes and Lattes is seeking to improve their current service model in order to appeal to a middle aged, urban and educated market demographic. They plan to maintain the basic service modelling, brand characteristics, and preserve their original value proposition and product/service offerings but not at the expense of ‘losing’ or compromising the experience of their current customer base.
GOAL
GOAL
Break the current service model down and refine, rearrange and improve existing service components to increase the customer base to include a middle aged, urban and educated market demographic.
Timeline: 1 month
Skills: UX, Research, User Design Methodologies, Service Design, Visualizations
Role: User Research, Problem Statement, Proposition
Break the current service model down and refine, rearrange and improve existing service components to increase the customer base to include a middle aged, urban and educated market demographic.
Timeline: 1 month
Skills: UX, Research, User Design Methodologies, Service Design, Visualizations
Role: User Research, Problem Statement, Proposition
OVERVIEW
Established in 2010, Snakes and Lattes is a board game café located in downtown Toronto where customers can enjoy a wide variety of board games while sharing food and drinks. The concept combines the social experience of playing games with the comfort of a café or casual dining environment and is the first and largest of its kind in North America.
OVERVIEW
Established in 2010, Snakes and Lattes is a board game café located in downtown Toronto where customers can enjoy a wide variety of board games while sharing food and drinks. The concept combines the social experience of playing games with the comfort of a café or casual dining environment and is the first and largest of its kind in North America.
SERVICE MODEL ANALYSIS
This project began by exploring Snakes and Lattes as a service in order to identify and consider the elements that are employed to provide and deliver the service. The structure, delivery, interactions and user value propositions of the service were analyzed through a visit of Snakes and Lattes within a 4 person group. In our visit we participated fully in the service by enjoying food and drinks and playing board games for three hours on a Friday night. Firstly, I broke the service experience into processes involved, interactions with people and interactions with props.
SERVICE MODEL ANALYSIS
This project began by exploring Snakes and Lattes as a service in order to identify and consider the elements that are employed to provide and deliver the service. The structure, delivery, interactions and user value propositions of the service were analyzed through a visit of Snakes and Lattes within a 4 person group. In our visit we participated fully in the service by enjoying food and drinks and playing board games for three hours on a Friday night. Firstly, I broke the service experience into processes involved, interactions with people and interactions with props.
I then analyzed each step in the service and highlighted the touchpoints, pros and cons.
I then analyzed each step in the service and highlighted the touchpoints, pros and cons.
SERVICE MODEL INSIGHTS
SERVICE MODEL INSIGHTS
USER RESEARCH
Now that I had gained a fundamental understanding of the current offerings of Snakes and Lattes we moved on to crafting personas we would be catering this experience to as a team. This was done through an interview of our two professors Jules Goss and Audrey Carr who aligned with the demographic we were designing for. Through these interviews we created two personas.
USER RESEARCH
Now that I had gained a fundamental understanding of the current offerings of Snakes and Lattes we moved on to crafting personas we would be catering this experience to as a team. This was done through an interview of our two professors Jules Goss and Audrey Carr who aligned with the demographic we were designing for. Through these interviews we created two personas.
Key differences between these personas include:
Bartholomew values efficiency and structured experiences to save time, while Emily is more focused on personalized service and low-tech interaction
Bartholomew seeks a balanced experience with curated recommendations for his first visit but prefers autonomy later, while Emily enjoys a calm and inviting atmosphere with guidance for new experiences
Both personas prioritize social interaction over gaming, but Bartholomew is more driven by time-saving measures like quick service, while Emily prefers relaxed, personalized interactions
Key differences between these personas include:
Bartholomew values efficiency and structured experiences to save time, while Emily is more focused on personalized service and low-tech interaction
Bartholomew seeks a balanced experience with curated recommendations for his first visit but prefers autonomy later, while Emily enjoys a calm and inviting atmosphere with guidance for new experiences
Both personas prioritize social interaction over gaming, but Bartholomew is more driven by time-saving measures like quick service, while Emily prefers relaxed, personalized interactions
We then moved on to creating low fidelity user journeys to contextualize their experience within the service.
We then moved on to creating low fidelity user journeys to contextualize their experience within the service.
Emily's user journey followed her on a night out at Snakes and Lattes with her coworkers. She has an overall good time but is confused by game play at times and doesn't like that they do not take cash easily.
Emily's user journey followed her on a night out at Snakes and Lattes with her coworkers. She has an overall good time but is confused by game play at times and doesn't like that they do not take cash easily.
Bart's user journey followed him on a night out with his family. He has has an overall good time and suffers no issues besides having to ask for a game master.
Bart's user journey followed him on a night out with his family. He has has an overall good time and suffers no issues besides having to ask for a game master.
REFINEMENT
When we presented our work for critique to Prof. Carr she told us one question to keep in mind:
REFINEMENT
When we presented our work for critique to Prof. Carr she told us one question to keep in mind:
On reflection we realized there was little difference between Emily and Bart. Their journeys also went very smoothly with little issues which did not reflect our interviews. We realized this was because our personas were shallow and poorly developed. We could not come up with in-depth painpoints, detailed emotions or realistic interactions as we did not understand who they were.
With the critique in mind I took on the role to rework the personas and answer another question:
On reflection we realized there was little difference between Emily and Bart. Their journeys also went very smoothly with little issues which did not reflect our interviews. We realized this was because our personas were shallow and poorly developed. We could not come up with in-depth painpoints, detailed emotions or realistic interactions as we did not understand who they were.
With the critique in mind I took on the role to rework the personas and answer another question:
This led to a reanalysis of the initial interviews and more discussions with them. I found that Prof. Carr emphasized the experience as a social gathering and wanting to be engaged in the moment due to talking about her friends and not wanting phones to be present. She also highlighted comfortable, warm spaces and welcoming atmospheres to relax and spend her time. Therefore, her value from Snakes and Lattes would come through being in a space that facilitates gatherings and focuses on the social aspect; providing a break from daily stress and busy spaces.
This led to a reanalysis of the initial interviews and more discussions with them. I found that Prof. Carr emphasized the experience as a social gathering and wanting to be engaged in the moment due to talking about her friends and not wanting phones to be present. She also highlighted comfortable, warm spaces and welcoming atmospheres to relax and spend her time. Therefore, her value from Snakes and Lattes would come through being in a space that facilitates gatherings and focuses on the social aspect; providing a break from daily stress and busy spaces.
Prof. Goss later explained in class that his family was going through many changes and facing a turbulent time. He detailed some of those changes to us and why a night out at Snakes and Lattes would ultimately be one where he gets to spend it with his family with no chaos. Alongside this, he mentioned how he is treated differently due to his age and servers are often not willing to teach him. Hence, his value from Snakes and Lattes would come through being able to have fun and controlled family time.
Prof. Goss later explained in class that his family was going through many changes and facing a turbulent time. He detailed some of those changes to us and why a night out at Snakes and Lattes would ultimately be one where he gets to spend it with his family with no chaos. Alongside this, he mentioned how he is treated differently due to his age and servers are often not willing to teach him. Hence, his value from Snakes and Lattes would come through being able to have fun and controlled family time.
Prof. Goss later explained in class that his family was going through many changes and facing a turbulent time. He detailed some of those changes to us and why a night out at Snakes and Lattes would ultimately be one where he gets to spend it with his family with no chaos. Alongside this, he mentioned how he is treated differently due to his age and servers are often not willing to teach him. Hence, his value from Snakes and Lattes would come through being able to have fun and controlled family time.
Key changes made were:
Emily was much more social and community focused
Bart's family life was added and given as a key factor to his experience
Desires replaced drives as the beliefs and drives overlapped
"Goals" was added to illustrate clearly what they would ultimately like to gain from their service interactions alongside their functional needs
Better distinction in what an attitude was to them versus a belief versus a desire
With our updated personas we reworked our user journeys to more accurately exhibit them as users and realistically detail the service experience they would face.
Key changes made were:
Emily was much more social and community focused
Bart's family life was added and given as a key factor to his experience
Desires replaced drives as the beliefs and drives overlapped
"Goals" was added to illustrate clearly what they would ultimately like to gain from their service interactions alongside their functional needs
Better distinction in what an attitude was to them versus a belief versus a desire
With our updated personas we reworked our user journeys to more accurately exhibit them as users and realistically detail the service experience they would face.
Developing Emily allowed us to accurately envision her experience and feature a more detailed explanation of the situations and emotions taking place. Our older map included her painpoints as having to wait in long lines and unpleasant smells which didn't accurately reflect the service but was instead us trying to force painpoints to exist. However, due to our increased knowledge on her desires and needs we were able to come up with real issues she might face such as the noisy environment and a phone distracting her.
Developing Emily allowed us to accurately envision her experience and feature a more detailed explanation of the situations and emotions taking place. Our older map included her painpoints as having to wait in long lines and unpleasant smells which didn't accurately reflect the service but was instead us trying to force painpoints to exist. However, due to our increased knowledge on her desires and needs we were able to come up with real issues she might face such as the noisy environment and a phone distracting her.
Developing Emily allowed us to accurately envision her experience and feature a more detailed explanation of the situations and emotions taking place. Our older map included her painpoints as having to wait in long lines and unpleasant smells which didn't accurately reflect the service but was instead us trying to force painpoints to exist. However, due to our increased knowledge on her desires and needs we were able to come up with real issues she might face such as the noisy environment and a phone distracting her.
Bart's user journey was improved as we were able to delve into the impact his family would have on his experiences and how that further defines who he is as a user. We realized that the service could very easily create conflict for his family and go against his goals and desires. This further helped in accurately detailing emotions he would have and why, such as him patiently waiting for food becoming him feeling pressured that everything will continue to go well.
After these user journeys we created service blueprints to study the relation between the different elements of the service delivery to understand how the functional aspects of the service impact the emotional aspect.
Bart's user journey was improved as we were able to delve into the impact his family would have on his experiences and how that further defines who he is as a user. We realized that the service could very easily create conflict for his family and go against his goals and desires. This further helped in accurately detailing emotions he would have and why, such as him patiently waiting for food becoming him feeling pressured that everything will continue to go well.
After these user journeys we created service blueprints to study the relation between the different elements of the service delivery to understand how the functional aspects of the service impact the emotional aspect.
Bart's user journey was improved as we were able to delve into the impact his family would have on his experiences and how that further defines who he is as a user. We realized that the service could very easily create conflict for his family and go against his goals and desires. This further helped in accurately detailing emotions he would have and why, such as him patiently waiting for food becoming him feeling pressured that everything will continue to go well.
After these user journeys we created service blueprints to study the relation between the different elements of the service delivery to understand how the functional aspects of the service impact the emotional aspect.
SERVICE MODEL REFINEMENT
With our maps and personas finished we began to analyze them in order to mark down the main problems within Snakes and Lattes that is preventing them from appealing to a middle aged (40-50), urban and educated customer base. We started with the main problems of the service.
SERVICE MODEL REFINEMENT
With our maps and personas finished we began to analyze them in order to mark down the main problems within Snakes and Lattes that is preventing them from appealing to a middle aged (40-50), urban and educated customer base. We started with the main problems of the service.
These issues are seen when they question what food to order, what games are suitable for them, how to close out their bill via the QR system, where to place dirty dishes etc. These problems result in annoyance, confusion and discomfort that negatively impacts their experience and prevents them from coming back or enjoying the service.
We noticed that these issues connected back to one prominent theme in the service model of Snakes & Lattes.
These issues are seen when they question what food to order, what games are suitable for them, how to close out their bill via the QR system, where to place dirty dishes etc. These problems result in annoyance, confusion and discomfort that negatively impacts their experience and prevents them from coming back or enjoying the service.
We noticed that these issues connected back to one prominent theme in the service model of Snakes & Lattes.
These issues are seen when they question what food to order, what games are suitable for them, how to close out their bill via the QR system, where to place dirty dishes etc. These problems result in annoyance, confusion and discomfort that negatively impacts their experience and prevents them from coming back or enjoying the service.
We noticed that these issues connected back to one prominent theme in the service model of Snakes & Lattes.
The users order the food themselves on their own phones, they pick the games themselves, they read the rules themselves, they clean up themselves etc. While the option does exist to gain guidance it is still limited and filled with issues that only further promote self guidance.
The users order the food themselves on their own phones, they pick the games themselves, they read the rules themselves, they clean up themselves etc. While the option does exist to gain guidance it is still limited and filled with issues that only further promote self guidance.
The users order the food themselves on their own phones, they pick the games themselves, they read the rules themselves, they clean up themselves etc. While the option does exist to gain guidance it is still limited and filled with issues that only further promote self guidance.
The reason Snakes and Lattes relies on self guidance is because of the current demographic their service model satisfies.
The reason Snakes and Lattes relies on self guidance is because of the current demographic their service model satisfies.
The reason Snakes and Lattes relies on self guidance is because of the current demographic their service model satisfies.
In order to attract the older demographic, we determined that there are three needs that must be met in order to attract them to Snakes and Lattes.
In order to attract the older demographic, we determined that there are three needs that must be met in order to attract them to Snakes and Lattes.
In order to attract the older demographic, we determined that there are three needs that must be met in order to attract them to Snakes and Lattes.
We understood these needs are not currently met so the problem we identified was:
We understood these needs are not currently met so the problem we identified was:
We understood these needs are not currently met so the problem we identified was:
But what is the solution that will maintain their basic service modelling, brand characteristics, and their original value proposition and product/service offerings while also meeting the needs of an older 40-50 demographic?
But what is the solution that will maintain their basic service modelling, brand characteristics, and their original value proposition and product/service offerings while also meeting the needs of an older 40-50 demographic?
But what is the solution that will maintain their basic service modelling, brand characteristics, and their original value proposition and product/service offerings while also meeting the needs of an older 40-50 demographic?
The cafe must adopt a more guided, sociable approach to capture this demographic and we propose this through catered staff assistance. Catered staff assistance would involve a three step process implementation consisting of a staff greeting, more accessible assistance and regular table check-ins.
The cafe must adopt a more guided, sociable approach to capture this demographic and we propose this through catered staff assistance. Catered staff assistance would involve a three step process implementation consisting of a staff greeting, more accessible assistance and regular table check-ins.
Starting with a personalized greeting will quickly allow customers to feel comfortable and let staff easily assess whether the customers require a guided experience or not.
Starting with a personalized greeting will quickly allow customers to feel comfortable and let staff easily assess whether the customers require a guided experience or not.
Staying closer to customers allows them to comfortably ask for help without feeling like a bother and makes it easier to approach and find them.
Staying closer to customers allows them to comfortably ask for help without feeling like a bother and makes it easier to approach and find them.
This makes the customers feel like the service cares and notices them and creates a connection between service and customer which an older demographic needs.
This makes the customers feel like the service cares and notices them and creates a connection between service and customer which an older demographic needs.
To test the improved service we mapped out our low fidelity and high fidelity user journeys based on the improved service.
To test the improved service we mapped out our low fidelity and high fidelity user journeys based on the improved service.
To test the improved service we mapped out our low fidelity and high fidelity user journeys based on the improved service.
We could clearly see that painpoints and negative emotions had been reduced and improved while the events that took placed were much more sociable and less individual focused.
Furthermore, this solution is highly feasible as it does not require a high amount of excess resources or abandoning the current offering, service model and brand of Snakes and Lattes.
We could clearly see that painpoints and negative emotions had been reduced and improved while the events that took placed were much more sociable and less individual focused.
Furthermore, this solution is highly feasible as it does not require a high amount of excess resources or abandoning the current offering, service model and brand of Snakes and Lattes.
While issues could arise and some adjustments are needed, they are minimal and would not hurt Snakes and Lattes.
It is also desirable and viable as it lets them adhere to their current service offerings and customers while opening themselves to a new demographic and increasing revenue.
While issues could arise and some adjustments are needed, they are minimal and would not hurt Snakes and Lattes.
It is also desirable and viable as it lets them adhere to their current service offerings and customers while opening themselves to a new demographic and increasing revenue.
While issues could arise and some adjustments are needed, they are minimal and would not hurt Snakes and Lattes.
It is also desirable and viable as it lets them adhere to their current service offerings and customers while opening themselves to a new demographic and increasing revenue.
In conclusion, this provides a high amount of value to Snakes and Lattes and the customers to encourage them to implement this.
In conclusion, this provides a high amount of value to Snakes and Lattes and the customers to encourage them to implement this.
In conclusion, this provides a high amount of value to Snakes and Lattes and the customers to encourage them to implement this.
Therefore, this targeted service approach has a strong potential to expand Snakes and Lattes' customer base, offering a welcoming and social experience that resonates with older guests while keeping the essence of its successful café model intact. This solution maintains the original requirements to maintain the basic service modelling, brand characteristics, and preserve their original value proposition and product/service offerings, while appealing to a middle aged, urban and educated market demographic.
Therefore, this targeted service approach has a strong potential to expand Snakes and Lattes' customer base, offering a welcoming and social experience that resonates with older guests while keeping the essence of its successful café model intact. This solution maintains the original requirements to maintain the basic service modelling, brand characteristics, and preserve their original value proposition and product/service offerings, while appealing to a middle aged, urban and educated market demographic.
REFLECTION
I found it intriguing to break down the service model and felt a growth in my skills. It took me a while to work on the personas until I was satisfied and I enjoyed the back and forth process as it further made me realize the importance of understanding users. I also felt I improved in creating user journeys, analyzing services and users. I wish we were able to spend more time on our concept proposal and value proposition in a quantifiable way. For example, if we had revenue numbers to predict the revenue growth and cost implementing our solution.
REFLECTION
I found it intriguing to break down the service model and felt a growth in my skills. It took me a while to work on the personas until I was satisfied and I enjoyed the back and forth process as it further made me realize the importance of understanding users. I also felt I improved in creating user journeys, analyzing services and users. I wish we were able to spend more time on our concept proposal and value proposition in a quantifiable way. For example, if we had revenue numbers to predict the revenue growth and cost implementing our solution.
NEXT STEPS
To enhance this project future steps would include testing out the service advancements at Snakes and Lattes and analyzing the impact it has and then working on the solution more based on our results.
NEXT STEPS
To enhance this project future steps would include testing out the service advancements at Snakes and Lattes and analyzing the impact it has and then working on the solution more based on our results.