TORA Café Online Service Design
I noticed that the owner received repeated questions and complaints from customers, burdening the development during the pioneer stage. By reviewing customer feedback and conducting depth interviews, I defined the problem and proposed strategies to build a bridge with customers, which ultimately successfully promoted and increased the sales.
Client: TORA Café, a start-up online retailer which sells coffee beans and desserts.
Project Time: 6 months
My Role: Service designer
Methods: Interview, UX strategy, UX writing
What is the problem ?
From FB message history, I observed that the owner received similar and repeated questions and complaints from customers. After interviewing with participants, I found out that the weakness of the FB page could be summarized in the following points:
Solutions
The issues mentioned above cause low awareness and low trust, leading to weak connections with clients. To tackle this problem, I made necessary adjustments on the sales process and post strategy with digital tools.
Part1. Sales Process Adjustment with Digital Tools
Part 2. Redesigning the Writing Structure.
Part 3. Arranging Posting Schedule
Schedule to introduce products regularly to keep clients engaged. For example, we updated the bakery dates every week and renewed the coffee bean list monthly. Additionally, we shared product stories and host activities to not only increase interaction with the followers, but also reach new potential consumers.
Results and Takeaway
After redesigning the service process, the following changes were observed:
The FB page followers had increased by 87%
The post reach rate has also grown 2-folds compared to the same period last year.
According to coworkers’ perspective, the improvements raised customers satisfaction and reduced errors immensely
Through the efforts, I learned that the service is a conjunction between customers and business owners. As a service designer, I need to consider the opinions from both sides during the process to hit a balance, meeting requirements of both sides.
