Background

Because of COVID-19 last year, many shops have been greatly affected. In order to resume normal business this year, many local desserts have updated their environment and tastes in order to attract more customers. Because my sister and I are also running a dessert shop, I started to do research from my own shop. We should not only satisfy customers in taste and quality as usual, but also update the environmental experience of the shop, so as to attract more customers. Therefore, in order to complete task 1, I plan to study consumers’ preferences and requirements for the dessert shop and how to optimize  Consumers’ environmental experience in the dessert shop.

Mindmap

Interview

• 1. What is your gender? 
• 2. What’s your age? 
• 3. Do you often go to the dessert shop?
• 4. Do you have high requirements for the environment of the dessert shop? 
• 5. Do you like sweet food?
• 6. What’s your occupation? 
• 7. Please rank these three elements 

Summary

I collected a total of 68 questionnaires, among which women and office workers accounted for the largest proportion. The feedback information included the requirements for the sense of environmental experience, the frequency of going to the dessert shop and the style of the environment. In fact, in my hometown, there are few shops with good environment and good taste, so it can be intuitively seen in the survey that shops with environmental decoration preference are more popular. According to the data, environment and taste are the most important among people’s preferences, and on the premise of good taste, people tend to pay more attention to the sense of experience brought by environment.

Through a lot of research and questionnaire surveys, I made the user’s thoughts and behaviors into empathy maps.

EMPATHY MAP

After fully understanding and analyzing the user’s psychology, I made a persona. The role described is a 28-year-old woman who works as a doctor and often goes to dessert shops during breaks.

PERSONA

Finally, I made a user journey map, about the process of the user going to dessert with colleagues after work and after get off work

USER EXPERIENCE MAP