QBurger Service Design

Differentiate QBurger from other brunch cafes
Concept Evaluation
Usability Testing
Role
Project Manager
UX Designer
UX Researcher
Prototyper
Prototype Video editor
Team
Jack Cheng
Ching Ya Chang
Chieh Yun Lu
Yu Hsin Ku
Chih Fan Chen
Hsi ChenSun
Timeframe
March - June 2021
4 months
Tools
Figma
Google Workspace
Overview
Develop a unique service design and concept evaluation for QBurger's brunch cafe brand, aimed at setting it apart from competitors through innovative design choices. Emphasis will be on refining the concept to ultimately boost Net Promoter Score (NPS) by 12 points.
A Glance of Some Final Concept
12.
Fast Entrances for member
Allow members to enjoy exclusive fast entrance.
11.
Walk to Earn Rewards
Record steps, reach targets, and earn coupons with QBie! Interact throughout the day for more app fun!
04.
Seat-side Online Order
The seat-side ordering system enables NFC based ordering and payment at tables.
Results
Prioritizing 6 Design Concepts Based on Testing with 33 Target Users and boost NPS by 12 points
After using the *KANO model and *IPA(Importance-Performance Analysis) to test our design concepts with 33 target users (selected from 134 users), we prioritized 6 concepts to be implemented first, which we believe will help the QBurger brand grow. As a result of our efforts, the NPS(Net Promter Score) increased by 12 points compared to the original service.
Background: How is the brunch cafe market in Taiwan?
Despite the growth in the brunch cafe market, QBurger's market share remains low.
What problems does QBurger face?
Following interviews with the store manager and 10 customers, 3 main problems were identified.
However, after analyzing public data, interviewing QBurger store managers and consumers, it was found that there are 3 service gaps between brand strategy and consumer experience:

Problem 01: Experience not reaching Expectations

Problem 02: Low Brand Stickiness

Problem 03: Low App Download Rate
Who are the Customers in QBurger?
After grouping and dividing 10 QBurger customers based on price sensitivity and savoring levels, we decided to focus on the group of "Smart Eater"
What are "Smart Eaters'" eating habit and needs?
5 Key Insights from the Customer Journey Map
01
Lack of incentives to come
02
Complex menu presentation increases decision-making cost
03
Unclear movement lines
04
Emphasize warm service and clean environment
05
Unable to differentiate from other brands
What are the challenges in building customer loyalty?
Inadequate digital membership system is the main problem of customer loyalty
After the interviews, we developed a customer relationship model to analyze customer loyalty and found that the primary issue lies in the inadequacy of the digital membership system.
HMW Statement
How might we create a delightful start to the day for "Smart Eater" with an enjoyable membership system?
Design
Enhance Brand Impressions with 5 In-store Services and 9 Digital Membership Concepts
Some examples of final concept
12.
Fast Entrances for member
Allow members to enjoy exclusive fast entrance.
11.
Walk to Earn Rewards
Record steps, reach targets, and earn coupons with QBie! Interact throughout the day for more app fun!
04.
Seat-side Online Order
The seat-side ordering system enables NFC based ordering and payment at tables.
Testing
Conduct 33 online testings with video prototypes to prioritize 6 Design Concepts
Results
Prioritizing 6 Design Concepts Based on Testing with 33 Target Users and boost NPS by 12 points
After using the *KANO model and *IPA(Importance-Performance Analysis) to test our design concepts with 33 target users (selected from 134 users), we prioritized 6 concepts to be implemented first, which we believe will help the QBurger brand grow. As a result of our efforts, the NPS(Net Promter Score) increased by 12 points compared to the original service.
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