END PRODUCT
A report containing an analysis and definition of internal operations and employee tasks, target group demographics and user needs, product-and marked analysis, recommendations for development and refinement of the company’s brand and product - in the shape of a customer loyalty program, to encourage repeating customers.
GOAL
• A thorough research and analysis of the pains and gains a customer experiences when using Chefmades services, and suggestions on how to improve the customer journey through digitalisation.
• A definition of the possibilities for resale to existing customers and their guests
• One or more prototypes for Chefmade to further develop
PROBLEM
As a start-up company, Chefmade had reached the point where systemization and growth of customer base was necessary to further develop the company. They struggled with:
• A customer base that still consisted of primarily B2B customers, and they were established through direct contact from a Chefmade-salesman.
• Very few B2C customers signed up, and only as a result of word of mouth reference.
• The contact and coordination between Chefmade and a restaurant was often characterized by bad communication from the chefs, making the process extremely difficult and time consuming for Chefmade’s customer service.
Chefmade concentrates on their image and forgets to focus on the customer.
RESEARCH AND ANALYSIS
Research of the company showed that as a start-up company the different positions and work tasks had developed organically as problems arose. As a result, tasks and processes were ill defined, and the employees were unsure of which tasks belonged to whom and how the different processes were constructed. This often lead to ineffective workflows.
Research of the user journeys defined the customers pains and gains as follow:
• Unsure of the service beforehand. Describes the experience to be a “pleasent surprise”.
• The customers only contacts Chefmade when they have a specific event in mind (Retirement party, Christmas party, birthdays etc.)
• Forget about Chefmade after an event as the contact from Chefmade ends with the event – there is no flow set up to keep Chefmade “Top of mind” with the existing customers.
RESULTS
• Mapping and definition of work tasks made work processes more efficient internally.
• Definition of user needs through insights and recommendations has sharpened Chefmade’s communication to their customers.
• From a need for repeating customers a recommendation was made for a customer loyalty program based on user needs and the pains and gains uncovered through analysis.
RESPONSIBILITIES
I worked on this project as a UX designer as a part of a team consisting of an economist, an innovation manager, and a journalist.
Main areas of responsibility:
UX research and analysis (flows, persona, user journeys, competitor analysis)
Lo-fi prototyping (basic flow and interactions)
Interviews (employees and customers)
