Client & project overview

Kaffegreven is a company based in Gothenburg, established in 2007, specializing in tailoring and delivering high-quality coffee and meeting solutions to businesses. Their services encompass a wide range of food and beverages for private sector companies and organizations, offering everything from coffee and chilled carbonated water solutions to bakery services, fruits, and snacks.

Over seven weeks, our goal was to revamp the user experience for Kaffegreven's clients, focusing on enhancing various stages of Kaffegreven's processes. We employed course methodologies to understand user needs and developed a design concept aligned with both customer requirements and Kaffegreven's business framework.

Main challenge - Identify and redesign the backstage processes that prevents Kaffegreven to deliver a better customer experience and make additional sales.

Research - Understanding the customer experience

To better understand the customer experience we had the following approach:

• Conducted and analyzed 3 semi-structured interviews with Kaffegreven's customers.

• Analysed raw data from 2 additional interviews that another project group had orchestrated.

• Secondary research which also consisted of looking at reviews and cognitive walkthroughs of kaffegreven's different touch points.

• Made a competitive analysis to see what competitors are doing well/bad.

Key takeaways

• Customers wanted to informed of special offers or campaigns relevant to the specific company.

• To make additional sales Kaffegreven needs to know what products match the specific company profile.

• The personal service and accommodation was important for the customer experience.

• Kaffegreven use of digital tools and communication was way less then their competitors.

• Made a customer journey map to visualize the customer experience.

• Customers needed a more clear confirmation when placing an order.

Research - Understanding Kaffegreven's processes

To understand the workflows, communication and processes we proceeded with the following:

• Conducted and analyzed semi-structured in-depth interviews with every department.

• Had a tour of Kaffegreven's office and storage facility to observe the workflows, processes and internal communication.

• Analyzed raw data from in field observations with service technician and hygiene service.

Key takeaways

• Kaffegreven used a lot of paper and time printing material for their every day tasks such as schedules, order forms and various lists.

• Service technicians and hygiene service received a lot of extra orders when visiting customers which they had to forward via text.

• Service technicians and hygiene service often received difficult to answer questions about products from customers.

• Customer service have a big workload by also handling incoming orders and questions that Hygiene service receive from customers.

Because of Hygiene service importance when it comes to customer contact and the making of additional sales we chose to focus on designing a way to enhance their process.

We realized that the biggest pain point for Hygiene service was when they recieved extra orders. So to vizualize and better understand this process we made a service blue print.

Ideation - how do we solve the problem

Brain storming and requirements

We started of by brain storming different solutions to hygiene service and customers pain points. We then proceeded to discuss and decide the best approach.

After the decision we wrote out requirements for the design which lead us into our first sketches.

With the insights from our research and to facilitate our ideation process we wrote the following HMW:

How might we improve hygiene service and optimize the internal process so that Kaffegreven can deliver a better customer experience and increase sales?

First sketches

We used Sketch storming to generate and visualize different ideas on how the interface could be designed.

After we were satisfied with the amount of sketches we voted on ones that we wanted to go forward with.

Mid-Fi prototype and wireframes

Next step was to create the first version of our prototype and to decide the user flow in Figma. We decided it to have few interactions but in grayscale.

The goal here was to put in to less time building and to test the prototype as soon as possible to validate our design choices and to gather data for our next iteration.

User testing and iteration

Our next step was to test the prototype with the Hygiene service staff. We facilitated the test with 2 users who had been with working at Kaffegreven since the beginning.

The focus of this test was to follow and do certain tasks, we told the test persons to speak out on what they saw and what they expected to happen when they pressed a certain button. We also tested the navigation of the interface and the time it took for them to get to the next page.

Feedback from users

With an overall positive feeling to the prototype, the hygiene service staff had a few suggestions on what we could change.

• Make it possible to see the order form and packing list if there is a delivery connected with the hygiene service order on the landing page.

• Be able to see where all the different coffee machines are located around customers offices.

• In the detailed view of the Hygiene service order instead of having a step by step checklist they wanted scrollable checklist of all the different parts and a camera function to document the service has been made.

The Design

Landing page - Todays schedule

• See the daily orders and errands or for the entire week.

• Easy access to order form and order list.

• Send automated texts to the customer.

• See all the different phone numbers for every contact within the company.

• Address link connected to google maps.

Detailed view

• See information about the different coffee machines and where to find them.

• Scrollable checklist of all the parts that needs to be cleaned and the last time service was made.

• Camera function to document the service.

Extra orders

• Take orders from customers directly.

• Access more information about the product if the customer asks.

• Search for a specific product or jump to a category to make it easier to find what your looking for.

• Easily remove or add a product to the order.

Customer view

• Make additional sales by showing the customer special offers based on earlier purchases and business profile.

• Good when you aren't comfortable or have the possibility to make a sale.

Order overview and confirmation

• Give the customer a feeling of control by overseeing their order.

• Make it possible for the customer to change their order.

• And give the customer a clear confirmation that the order has been placed.

Learnings and Reflections

What I learned:

• The experience of working with a real client gave me insights in how to communicate better and handle different stakeholders.

• Applying service design methods like customer journey map, business blue print and business modal canvas. I was very surprised with how much these methods helped us during this project.

• Working with new people made me learn how to better adapt my approach to the team and design process to be able to collaborate better with every group member.

What I would do differently today:

• Based on the timeframe I would've chosen a smaller scope and working on solving one or two problems instead of trying to solve every pain point we identified.

• I would've also done more user testing because of the valuable insights it gives and also a good way to involve the user. I would've also done more testing where there's only one test person because of the risk of test persons influencing each other.

• Conduct more customer research and with more different methods to build a stronger case for the design choices we made. I would've also tested the design on customers to validate the design.

Thank you for reading my case study!