La Malcriada
How might we redesign waiting and service experience for brunch customers at La Malcriada on high-demand days in order to set expectations and reduce frustration?
Goals
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Define the brunch archetypes and vision.
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Analyze the current service user journey and blue print.
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Identify whether the waiting experience effectively addresses user pain points.
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Redesign the service experience to reduce frustation and set expectations.
User Personas
The Social Media Influencer
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Zara
Age: 23āā
The Value-Concious Diner
Aiko
Age: 34āā
User Story: As a social media influencer, I want to discover brunch locations with visually striking decor and photogenic food, so that I can create engaging content that appeals to my followers and helps maintain my online presence.
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Goals:ā
Capture high-quality photos of beautifully plated dishes and trendy decor.
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Pain Points:ā
Inconsistent presentation or long waits that impact scheduling.
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Prefered Experience:ā
Instagrammable setting, photogenic food, attentive service.
User Story: As a budget-conscious diner, I want to find brunch spots that offer satisfying meals at reasonable prices, so that I can enjoy an occasional treat without exceeding my budget, while still experiencing good value for money.
Goals:ā
Balances good food with fair prices and portion sizes.
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Pain Points:ā
Finds prices high for portions, expects efficient service for the cost.
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Prefered Experience:ā
Decent portions, quick service, comfortable seating. Foodie Tourist
The Foodie Tourist
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Jacques
Age: 48āā
User Story: As a traveler exploring Barcelona’s food scene, I want to uncover local brunch spots that serve authentic, traditional dishes, so that I can immerse myself in the city’s culinary culture and try flavors unique to the region.
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Goals:ā
Experience authentic or unique brunch options in a popular setting.
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Pain Points:ā
Language barriers and long wait times, especially during peak hours.
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Prefered Experience:ā
Friendly service, clear menu descriptions, and a memorable culinary experience.
Archetypes
The long-term vision for La Malcriada can be destilled into three archetypes whose objective is to evolve from a trendy brunch spot into a dynamic Creative Brunch Space. This space will seamlessly hybridize brunch offerings with workshops, art installations, curated exhibitions, and collaborative creative events, transforming it into a vibrant hub that fosters creativity, craftsmanship, and artistic expression.
The Lover who seeks to live a warm experience through comfort and company.
The Artist who needs to express its creativity, vision and passion.
The Explorer who wants to live new experiences.
Research Methodologies
Users were screened were divided into two: staff members (cross-variables included age, gender, staff role) and clients on high-demand days (cross-variables included age, gender, procedence and user persona role).
1-1 Qualitative Interviews (5+5)
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Conducted semi-structured interviews to allow natural conversation while focusing on key topics.
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Asked open-ended questions to uncover frustrations, needs, and behaviors related to the waiting moment and service.
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Collected qualitative insights on pain points, mental models, and expectations regarding waiting experience and its previous and post services.
User Journey, Blue Print and insights
Solution
1.
When guests arrive at La Malcriada, they are warmly welcomed by a dedicated waiter stationed at the entrance.
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The waiter records each guest's name on a prominently visible wall board outside. Alongside their name, the board displays the time of arrival, an estimated waiting time
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To enhance the waiting experience, the waiter serves seasonal refreshments: tea during the winter and refreshing Mexican waters in summer, accompanied by a small biscuit. A nearby waste bin is strategically placed for guests to dispose of cups and other items, ensuring the area remains tidy.
4.
Additionally, each guest receives a beautifully designed, sustainably printed tri-fold menu. The menu includes:
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Face 1: Details of the café's food and drinks offerings.
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Face 2: Information about the featured artist of the week, including descriptions of their work on display and available for purchase, along with a QR code linking to a 5-7 minute interview with the artist.
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Face 3: Merchandise and special items for sale at La Malcriada, plus the recipe of the week.
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The back: Features an exclusive illustration signed by the artist with their Instagram, encouraging guests to connect and share their experience online.
