Appendix 0 - Aalborg Universitetprojekter.aau.dk/projekter/files/198181754/Appendix_0.pdf · restaurant industry could be sensitive to new ... and answers on clar-ifying questions

1 20of

Appendix 0

Restaurant and Supermarket typesContext observationsInspirational output - Victors MadhusDesign scenariosEnvisioned ExperienceEmployee interviewContact EstablishmentTest panel

Page

2-34-56-78-9

10-1314-15

1617-20

2 20of

RestauRant and supeRmaRket typesRestauRant types

While constructing imaginary scenarios it became clear that the restaurant industry could be sensitive to new technology. Different types of restaurants had to be understood. Therefore a desktop re-search was made to categorize and define human use approaches based on own experiences.

Type

DescripTion

reference

prise level

personal service

fooD selecTion

fooD qualiTy

aTmos-phere

Time spenD

cusTomizaTion level

ExpEctations to ovErall sErvicE

Quick service restaurant - Ordering at counterFood in packaging - Self service - Pre pre-pared food - Take away.

fasTfooD

macdonnals - burgerking - sunset - subway - bogø - nadjas.

Fast and easy service, get what I pay for. Or-dering and paying at counter. Self-pick up. 0-5 min waiting time

Not expected - but I would liked to be in-formed about relevant offers

Get what I pay for - Cheapest eat-out option.Easy lucid prises

easy lucid menu.

initial expectation that the things I order looks like the picture. Reality - I know it dose not. No complains if its a bit different. But still fresh food/freshly made food.

Do not expect any.

Clean tables if I eat in. Minimalistic and func-tional.

t/a: max 10 min. 20-40 min

Ordering at counter - Semi self service - Self-additional ordering - Food served on plates - Paying at counter - Pre prepared food - “Food heating”

fasT casual

Ulla Therkelsen - Café vi to - Klostertorvet

Lower amount of self service. Ordering and paying at counter. Receiving food at table. 10-15 min waiting time

Additional information, and answers on clar-ifying questions form staff. To get the food served.

Get what i pay for. Bit higher prices than fast food.

Easy lucid menu. Choice of starter - main - desert - coffee. Choice of drinks and alcoholic drinks

Fresh ingredients. Some homemade optionsMedium visual appealing level

To deselected or exchange minimum amount of ingredients

Cozy, relaxing - like inviting a friend over.(Living room - games)

40min- 1,5t

Table direction/or self seating - Ordering from table - Food served on plates - Waiter check up - Direct additional ordering - Paying at table or counter - Cosy modern atmosphere focus - Drinks menu - Can turn into nightclub.

casual Dining

Stygge krumpen - Saltlageret - Café Minister-iet - Club Vesterå

That I will be taken care of from going in to out. 15-20 min waiting time.

Higher service, friendly and informed person-al. Waiter check up, served food. Additional sales options during stay

A bit higher than fast casual. but not the most expensive option.

Easy lucid menu and pricing.Starter - main - dessert - coffeeChoice of drinks and alcoholic drinks

Fresh ingredients. Some homemade option.House specialtiesVisual appealing

To deselected or exchange of ingredients. To add ingredients for additional cost. Alterna-tives if allergies or vegetarian.

Cozy, relaxing. Attention to interior. Nice and clean.Staff dress code.Nicely dressed co-customers

1 time - 2timer

Table direction/ or self seating - Ordering from table - Food served on plates - Waiter check up - Direct additional ordering - Paying at ta-ble or counter

casual family Dining

Restaurant flammen - Jensens Bøfhus - Bones

That I will be taken care of on a “machine ser-vice” level. Buffet access immediately after ordering. 15-20 min time

Same as casual dining

Same as casual dining

Easy lucid menu. choice of starter - main - desert - coffee.

But fresh food in buffet and freshly made food on the plate.

Expect to be able to deselected ingredients

Disturbance by other customers - family restaurant-canteen atmosphere.

1 time - 2timer

Table direction - Ordering from table - Specif-ic menu specialties - Wine specialties menu - Relaxing atmosphere focus - Food served on plates - Waiter check up - Direct additional ordering - Paying at table

fine Dining

Pingvin - Restaurant Mest - Søgaards Bry-ghus - Mortens Kro - Azzura

That I will be taken care of all they way from going in to out. Free appetizer.25-30 min waiting time.

High personal service, friendly knowledge personal. Recommendations that fits my re-quirements. Waiter check up, served food. Additional sales options during stay

Expect to get what I pay for. To be surprised by receiving more in terms of personal ser-vice.

Easy lucid menu and pricing.Starter - main - dessert - coffee- Drinks - vines - alcoholic drinks.

Fresh ingredients. House specialties - everything homemade. High visual appealing level. “Eat with eyes”

Expects a high level of course combination = no need for personalization.Expect alternatives if I have allergies or are vegetarianNeat and nicely atmosphere. “Personal space” around tables. Only “disturbance by waiter” - same waiter all evening. Plants and candles. High quality in visual identity

1,5 time - 4 timer

The expectation for personal service increases from Fast Casual to fine dining, these restaurant types seems to be more sensitive. Fo-cus is set on fast food industry.

Lots of self services, and customers does not expect high level of personal service.

Customers expect a medium level of personal service. They expect to be served by a waiter.

Customers expects a bit personal service, but are willing to stand in line to order and pay.

Customers expect a high level of personal service, quality food and to be served during their entire stay.

Fast Food industRy Casual dining industRy

Fast Casual industRy Fine dining industRy

http://en.wikipedia.org/wiki/Types_of_restaurant

3 20of

The observations in Føtex and Salling showed differences in terms of concept base, product range offers and customer segments. As regular customers in Rema 1000, it is clear that this supermarket is a contrast to both Salling super and Føtex therefore Rema 1000 is brought back into the project.As with the restaurant type definition scheme these three supermar-kets are held up against each other to clarify similarities and differ-ences. This exercise is done by a comparative analysis that clarify customer segments, touch points, personal service, store offers, website and applications. General immediate thoughts regarding ibeacon is added to the scheme.

Føtex Rema 1000salling supeRNearly everybody shops at Føtex. Their costumers prefers a wide as-sortment.

Overwhelming amount of touch points.

Is a possibility and is available, since the employees are visible in the store.

They offer a wide range of articles. They offer different price levels, and have multiple brands within every article type.

They have a website, that provides meal plan, shopping list, and su-permarket leaflet.

They have an application that contains the same tings as the website and gives the customers possibility to scan QR codes in the store.

High class/low class - parallel to the restaurant types this store can be considered “fast casual/casual dining”.Complex organization and structure

ibeacon concern:Will be another touch point boom for the customers and will increase work tasks for the management, unless beacons can replace exiting touch points.

Nearly everybody shops at Rema 1000. The customer prefer “Discount with a stand”.

Huge amount of touch points

Is a possibility, but customers have limited access, there are only em-ployees in the store to fill op articles.

They offer a wide range of articles. Their selection contains of basic everyday groceries. Their prices are low, but lives up to the quality.

They have a website, that provides meal plan, shopping list, and super-market leaflet, specified recipes.

They have an application that contains the same tings as the website and gives the customers possibility to scan bar codes in the store.

Medium/Low class - parallel to the restaurant types this store can be considered “Fast food/fast casual”.The organization is not a part of a chain. They are open to application, lower complexity of articles.

ibeacon thoughts:Optimal testing contest in terms of size. Customers familiar with appli-cation use.

Customers that prefers quality over prise

Huge amount of touch points

Is important, their employee addresses their customers.

They offer special groceries and have a limited selection of household articles. Focus high quality and high prise.

They do not have their own website, they are present on the Salling site.

They do not have an application.

High class - parallel to the restaurant types this store can be considered as “fine dining”.

Ibeacon possibilities:Provide customer with an experience - add extended information about specific groceries, for example the history behind the articles, how did it get here, where does it come from. Push with combination suggestions.

Customer segments

Touch points

Personal service

Store offers

Website

Applications

General thoughts

ibeaconthoughts

Salling Super has the highest level of personal service, Føtex is mid leveled and Rema 1000 lowest. Føtex and Salling Super is a part of Dansk Supermarket and their organization structure is more com-plex compared to Rema 1000.

Rema 1000 is an independent organization and offers everyday products with focus on basic articles, that everybody needs. Since the selection within the every article category is low their assortment is more likely to be seen through, if direct contact cannot be estab-lished.

Differences and similarities ware highlighted and based on this ex-ercise it was decided to focus on Rema 1000 as the representative for the retail industry.

supeRmaRket types

4 20of

Context obseRvationsObservations and shadowing within the cases were conducted, si-multaneous with contact establishment. The shadowing part is done as obstructive as possible. The observing part of the session will be to keep an eye on user segments, clarify service touch points and user journey for the customer and note employee tasks, record visit-ing time, map customer and employee movement.

østeRågade

sunset boulevaRd - Fast Food

session time 11.45-13.00

CustomeR JouRney notesThe customer meet signs outside, walks in, meets more signs, stand in line, order at counter, pays either by card or cash. The service employee hands over a receipt with an order number, and an empty cup, if the customer have ordered drinks. If drinks are ordered the customer walks to the drinks counter, fills up the cup, before finding a table. From the table the customer keeps an eye on a screen, when the order number appears, the customer walks to the pick up area to collect the food and walks back to the table. Here the cus-tomer eats the food, gathers garbage, and puts the garbage in the bin before walking out of the restaurant.

CustomeR segmentsMostly families and teenagers.

immediate expeRienCe - design team.Signs are uninformative, and its hard to get a real overview. Most tasks are left to the customer. There was a mix-up between food received and food shown at the delicious pictures.

kennedy aRkaden


CustomeR JouRney notesThe customer meets the exacts same touch points as in the first restaurant observed. There are a few differences, the overview sign is placed on a pole facing the counter and not the queue, there are no customer drinks area. In this restaurant the employees are tapping drinks at the counter and hands over a filled cup to the customer. The garbage bins are placed in a longer distance from the entrance door, compared at the other restaurant.

CustomeR segmentsMostly families and teenagers.

immediate expeRienCe - design team.This have the same uninformative signs. Its even more difficult to have a menu overview, the sign were resisted when walking away from the counter. The employee work flow seems more clear in this restaurant.

5 20of

By observing the context real time insight was provided to the project. It clear that at Sunset Boulevard the observation session were easier to accomplish, since the context was smaller, it was possible to sit down and keep an eye on customers, without getting noised. This session showed that even though Føtex and Salling Super serve customers within the same industry they differ a lot.

supeRmaRkets

Føtex salling supeR


CustomeR JouRney notesDifferent customers stopped at different locations, all journeys were different. Some went directly to what they were aiming for and they quickly to the counter. Others were more relaxed and stopped after interest during their visit, they used more time inside the store.

CustomeR segmentsSenior citizens, mothers with small children/babies, women around the age of 40+.

immediate expeRienCe - design team.The store is huge and it was quite hard to follow customers without getting noised, as well as keeping track om them. The store had an overwhelming amount of signs, from ceiling signs, rank signs, shelf signs to individual goods signs. Eight out of fourteen counters were self service.


CustomeR JouRney notesThere were only a few customers at this time. The shop is smaller than føtex.

CustomeR segments?

immediate expeRienCe - design team.The first thing happening when entering the store was a very kind “can I help you” from the lady in the butcher department. There was not really any customers to track at this time. When walk-ing around in the store another employee addresses us to offer help. The amount of signs are huge, as in Føtex, but it is clear that Salling Super aims themselves at another type of customer segment.Salling in regards to Føtex is primarily food. Special/exclusive food. The prize level is higher than Føtex and the quality seems to follow up. There are only one shelf with household products like shampoo, toilet paper, soap etc, which is a low amount compared to Føtex.

Rema 1000


CustomeR JouRney notesThe customer meet signs outside, walks in, there are lots of signs especially above shelf, on shelfs and in the ceiling. First the custom-er meets special offers, plants, bread, fruit and vegetables, fresh articles, frozen articles, on bots sides of these cooling areas, dry food are placed on shelfs. Then cold meat, dairy products. See illus-tration for further store arrangement. The customers can take differ-ent routes, inside the store, there are multiple offers-zones that can tempt the customer, and closest to the payment area all sweets and snacks are placed. There are no self-service and customers often stand in line.

CustomeR segmentsNearly all type of persons. From young to retired people.

immediate expeRienCe - design team.There is a clear overview, but if in search of something special, you would have to search or ask to find it.

6 20of

inspiRational input - viCtioRs madhus

about

CustomeR JouRney step by step

To bring the human perspective into the project, after looking at business and locating criteria for both industries, inspiration are in search. To find out what works and what does not. By testing, ob-serving and experience a new restaurant, with an innovative con-cept and clarify what this is information can add to the project.

Victors Madhus is a brand new restaurant that open the 13th of Feb-ruary 2014. The restaurant has an interesting and relevant concept for this project. Their concept is that they have no waiters, but focus on quality food and the best chefs. The guests order and do every-thing the waiter would do themselves.

The design team tested out the concept. Ordered, had lunch and observed each others experience and the other guests in the restaurant.

1. Entering an orientation. How does this work, how do you order when there are no waiters? Computer screen or what?2. Saw some people in line in front of a machine. Walk closer to find out more.3. Discovered the sign with the menu. This was a physical tall sign with text of the menu. Placed ourself in line to get to read the sign. While reading to decide what to order, other people got in line be-hind us.4. When have decided, we stood in line to order on the machine. It was not just a computer screen, it was a machine with a screen, a payment area, credit card only, and a receipt “hole”. This machine looked sort of like the one you order train tickets on at DSB, or Cine-ma tickets at the movies.5. Interacted with the machine, found the food order, found the drinks, filled in a name, chose credit card, put in the credit card, filled in 4 digit pin-code, got the receipt. 6. Waited for Jane to make her order.7. Found a table together.8. Waited to hear our name/ order get called.9. Did not hear anything, got up an waited in front of the pick-up/kitchen area.10. Order was ready, i picked up the food and my drink and went back to the table.11. Ate the meal.12. When leaving, we were in doubt if we should clean or not. Choose not to, we had not seen a place to place it, or s sign encourage us to clean. And we though perhaps the woman/waiter cleaned up for us. Which it turned out she did.

Jane ordering

People in line waiting to order.

The woman who sort of is the only waiter/person to ask questions etc.

People in line to look at he menu. The kitchen is behind them.

7 20of

disCoveRies

The food. Your name is called and you have to get it yourself, and pay attentions all the time and listen.

Only one machine and one menu creates a line.

The menu is placed behind the ordering machine, even though this a step you need to do before your order, so the two lines conflict with each other. Some guest went to the kitchen and ask questions.

The interface and the machine was not working optimal, the touch surface was not accurate and did not react correctly according to what we touched.

The ordering process on the machine took approximately 2 minutes.

The area where you type in your credit card code was like the one at ATM machines, but physically placed “Low” so i had to bend down to see what i was typing.

It´s only possible to pay by card - This process was quick and smooth.

We could see the chef’s got the orders on iPad’s in the kitchen. We could also see the orders being made, the kitchen was very open, only distance between us and them was a “bar/ counter”

When an order was ready the chef called the name the customer had typed in, and what the order was.

There is noise in the restaurant, so one could experience a fear of not hearing your order. You could not relax before you had received the order, and you are not informed about how long time it approxi-mately will take, therefor you are always on guard.This results in people getting up and waiting in front of the kitchen. It took between 10-15 minutes before your received the order.

The ordering yourself concept was fine, it was the more the lack of more than one menu and only one ordering machine that made the problem. And the fact that the machine was not very good, that were cons during this experience.

Another thing, is that if you have to get up, get in line and order on the machine, does not encourage additional sales like a coffee/ dessert.

The confusion about cleaning was due to that there was no infor-mation about this, and that we had heard there was no waiter, but we could see there was a woman acting like a waiter/cleaning lady/ helping lady.

All in all, fine concept that clearly is very new and sort of in a test-ing process, there were many people both in day and evening so the concept attracts peoples and they are curios. Since it is new, we could spot many improvement areas. Improvements that easily could be solved with our solution. The visit gave us a lot of inspira-tion.

8 20of

design sCenaRiosTo explain the current case potentials, imaginary scenarios within each case have to be clarified. This is done by use of imagination and knowledge from research and life experience.

1 - Self guide kit

In Real Estate there are three main actors, a seller, a buyer and an estate agent.

The seller wants- His house sold to the highest prise possible- Does not want to handle the trouble and difficulty - A trustworthy estate agent

The buyer wants- A new home - An overview over possibilities whithin a budget- A trustworthy estate agent- Inspection coordination- Access to inspect

The estate agent wants- Effective inspections - To use sales psychology- To provide negotiation

Real estate

2 - informAtion ApplicAtion

In hotels the welcoming information folder could be replaced with an application, the beacons could send a welcome push to the cus-tomers, guide them through their possible activities and function as indoor navigation.

Potential collaborative partners: Cabinn, First

hotel sCenaRios

The estate agent can sell this kit to people who cannot afford or will not hire an estate agent. Thereby private sellers do not have to be present to show possible buyers around in their house.

Security should be incorporated so only the specific interested buy-er can enter the house in a specific time. There might be a need for surveillance and burglary protection.

Potential collaborative partners: EDC, Realmæglerne, Home, Danbolig

By implementing ibeacon technology in houses a self guide kit for buyers can be developed. Then the estate agent dose not have to be present at the inspection. This could ease the coordination and the buyer can inspect a house of interest within a self chosen time frame. The estate agent can mount beacons in the different room, and push notifications can explain about the house when the buyer are placed within a specific location.

The hotel industry can be sensitive to technology implementation, because people go here to relax and be undisturbed. Hotels near by are small and the scenarios does not really need the beacon func-tionalities to work, therefore this branch is eliminated at this point.

The Real estate context is not well known to the design team and therefore contact establishment is essential.

9 20of

3 - SupermArket

If customers accept an application to a supermarket, they could plot in all their basic groceries. When walking around in the store, a cus-tomer can receive a push notification reminder to buy their basic groceries. The ibeacon will make sure that the reminder appears on the customers phone, when the customer reach a near distance, to that specific grocery.

The customers could choose which offers they would like to receive in store. If a customer knows that he/she will have guests i a near future, the customer could register that he/she wants pushes on special items within the next two weeks, when shopping for basic groceries.

Different scenarios can be formulated within this context. All people needs food, many goes shopping for food several times within a week. There are different customers, with approaches for coming to the store, and approaches differs for the individual customer from time to time.

Potential collaborative partners: Coorp Dk, Dansk Supermarked, Rema 1000

Retail sCenaRios RestauRant sCenaRios

Every human need to go to a supermarket to purchase food gro-ceries, therefore it is assumed that there are many approaches for going here. Contact have to be established to this industry to gain more insight.

When formulating scenarios to the Bar, coffee shop and restaurant industry it became clear that the scenarios are aimed at the restau-rant industry at this point. People come into this industry in their spar time, and it is imagined that incorporating a technology in this in-dustry can be rather sensitive. Contact have to be establish contact to this industry for further insight. The outcome of this exercise provided us with five more specific case scenarios. It was clear that contact had to be established to some potential partners to gain more insight and move on with the project.

The scenario construction also gave a reminder to look into human approaches in connection to the restaurant industry. The hotel in-dustry was eliminated and Bar, coffee shop and restaurant was re-duced into restaurant industry. Following scenarios are brought into the further process at this point.

Self guide kitretAildrive infASt food chAinS cAfé environment - deSk ordering

4 - drive in

If ibeacon technology were implemented in zones, the customer could have an order pre installed then when driving to a beacon zone, then the order will be activated, the customer pays and when the food is ready the customer can drive to the pickup area an col-lect the order.

Thereby no staff person have to take the order, and can focus on making the order.

Potential collaborative partners: Mc.Donald´s, Burger King, Bakery in City Syd Aalborg.

5 - fASt food chAinS In fast food chains the customer could order via phone in stead of standing in line, pay through a smartphone. The chain makes the order and sends a push notification to the customers smartphone when the order is ready to be picked up.

Hereby the customer do not have to stand in a physical line, are able to pay right away. A loyalty program can be incorporated so regular customer could get something for free every tenth time they visit - like coffee stamp cards.

Potential collaborative partners: Mc.Donald´s, Burger King, Subway, Sunset Boulevard, Baresso.

6. cAfé environment - deSk ordering

The customer walks in and take a seat, makes an order via his/her smartphone, the staff brings the food when its ready, the staff are able to send addtional sale push notifications to the customers with-out disturbing in person. The customer can agree to the additional sales notifications if they want, and have another look in the menu. When the customer is ready to pay he/she can pay via the smart-phone and leave the café.

The café can have a loyalty program for regular customers, or offer customers to read new papers or magazines in store.

In this context queue to the counter for either ordering or paying can

be eliminated. If customer do not like personal interaction, this can be avoided. The customers can go through the menu without hasten the ordering process in sake of the staff.

In this context an awareness on service level, value i personal in-teraction, amount of push notifications, peoples approaches and expectation to the context have to be taken into the account. The context can be sensitive to digital disturbance, since people today might expect to be taken care of, not disturbed when going out.

Potential collaborative partners: Café Ulla Terkelsen London and other desk ordering cafés.

10 20of

envisioned expeRienCeTo understand the users experience, and their emotions during a journey interacting with the service touch points an activity is set up to envisage experience and emotions based on earlier observation and shadowing sessions. The goal is to clarify questions that can be translated into a survey. This survey will be send to users, for gaining real user insight.

1

2+23

3+ 24

5 6 7 8 9 10 11 124

Approach: Last week I saw somewhere that Sunset had a 10kr snackwich, I am really hungry for that one now.....

When arriving I am checking the signs for spotting the deal, it not on the signs any more.I am in doubt, but decides to enter and ask the em-ployees.

Why did you choose Sunset?How often do you come here?What are you opinion on their selection?What do you think about that?

Did you enter a queue, for how long did you stand there, and what do you think about it?

Did you know in advance what to order?Were you in need for a menu overview? If yes, was it hard/easy to get? What do you think about it?

How was the ordering process? Were you in doubt when reaching the counter? Did something elongate the ordering pro-cess? If so, what do you think about it?

In connection to information - what did you notice during your visit? which information did you use and why?

What do you think about tie information?

Du you like Sunset, why/why not?Are you aware about their facebook and website, and do you use it?

How would you describe your overall experience?

When I finally reach the counter, I ask the employee in regard to the 10kr deal. They still have it, so I feel satisfied and order it. The employee asks a few questions, I am not interested in the additional offers. I pay by card, while the employee finds my sandwich and puts it to heating. I am surprised by the multitasking.

seRviCe touCh points

envisioned expeRienCe

Questions

inFoRmation

The queue is rather short, three in from of me, so i enter the queue di-rectly. From the line I am trying to locate the deal on the counter menu pictures, but is hard to see the pictures from this distance and I give up from frustration, because I do not want to leave the queue. More customers have joined the queue after me.

11 20of

Doing this exercise provided questions to construct a questionnaire for the customers. The same exercise was done for employees and entailed a questionnaire for them as well for later use. See next pag-es for original Danish material.

22211613 15 18 19 2017

?14

How was it to pick up the food yourself?Did you experience any doubt?Did you talk to the employees, why/why not?Did you receive what you expect-ed? What is your opinion on the food, and why?Does it meet your expectations? What do you think about that?

What did you do after finishing eating?How was it to clean up, and what do you think about it?

I find a table near a screen, facing it, while i take out my computer, to entertain me while waiting. When I register my number on the screen i walk directly to the pickup area. I try to keep an eye on my computer meanwhile, is quite uncomfortable to leave it alone.

When arriving at the pickup area i get in doubt, my order no is 2, but the pickup station was no 3 or was it the other way around?! I have to check more times, before discovering my sandwich.This was a bit frustrating, but I forget all about it when tasting the snackwich - its really delicious fresh and warm low cost food, so I feel happy and satisfied.

After finishing my sandwich i get in doubt what to do. I scan the store for bins, and cannot really see any. Also the table in front of me is left dirty. While scanning I see another customer walking around with his tray filled with waste, I keep an eye on him, and realize that the bin is placed i the back end of the restaurant, opposite the entrance.I feel annoyed by walking a detour before leaving. Is also unpleasant to walk between tables where peo-ple are sitting and eating.

The i get my number without intro-duction, but i know the process. I experience this process as quick, easy and pleasant. It was as ex-pected.

Were you aware that you had to keep an eye on the screen? Were you well informed, and what do you think about it?What do you think about the waiting time, why do you think that?What did you do while waiting, why?What do you think about the screen and why?Did you register your order right away, why/why not?

Did you order drinks, if you did, how was it to fill it up yourself?

12 20of

Costumer experience at sunset boulevard by Jane

FACEBOOK

WEBPAGE

TV-REKLAME

STREETSIGN

WINDOW SIGN

ENTRANCE DOOR

INDOOR SIGN

COUNTER SIGN

OVERVIEW SIGN

NUTRITION SIGN

QUE TO COUNTER

ORDERING AT COUNTER

PAYING

HANDOVER

WATITING

PICKUP

EATING

CLEANING

WALKOUT

WEBPAGE

FACEBOOK

Approach - have en billig sandwich - har set et skilt med snackwich til 10 kr for noget tid siden

Der er ikke noget skilt på gaden så er i tvivl om der er åben. ser skilt inde i arkaden.

Der er ikke nogen dør så kan gå direkte i kø. der er 3 foran mig. Leder efter et skilt med snackwich - vil helst ikke forlade køen. Kan se et skilt med småt men vil ikke gå derhen. Damen bagved mig står alt for tæt på - vildt irriterende. forvirring fortvivlet

Spørger den ansatte ang snachwich - det har de og jeg bestiller dette. let og ubes-varet, svarer neg til hendes spørgsmål. Betaler med kort, hun sætter sandwich over og jeg får mit nummer. Det går hurtigt og det er rart. ubesværet. gik som forventet.

Jeg sætter mig et sted hvor jeg kan se skærmen. Bruger ventetiden på at logge på computeren.opdager mit nummer - henter min sand-wich. Da jeg har no.2 tjekker jeg flere gange om det er min sandwich - da den skal hentes på station nr 3?.Det er en dejlig frisk og varm sandwich tirlfreds,

Er i tvivl om hvor jeg skal efterlade mit skræld. får forvirret rundt med min bakke, og opdager det er helt i bagenden af butikken.Det er lidt irriterende at gå igennem hele butikken for at gå tilbage og ud.irriterende ubehageligt

Spørgsmål:Hvorfor gik du på sunset?hvor tit kommer du der?Tog det lang tid at bestille? Hvorfor? hvorfor igen? hvad synes du om det?Vidste du hvad du ville have?

menuen - overblikHvor tit kommer du?Hvad bestiller du typisk?

Hvordan var det selv at tage sodavand?hentede du flere gange?Må man hente flere gange?

Hvor valgte du at sætte dig? hvorfor?Hvad brugte du ventetiden på?Hvorfor?Opdagede du at din mad var klar da den kom på skærmen? hvorfor/hvorfor ik?Had synes du om skærm.Var du sikker på at det var din mad du tog?Hvad synes du om maden? levede den op til dine forventinger?Lade du mærke til de ekstra informa-tioner der var på bakken/emblallagen?Hvad gjorde du da du var færsig med at spise?Var det let at finde skraldespanden?

Kunne du tænke dig at komme igen?

Hvad kan du lide ved Sunset?Er der noget du ikke kan lige ved sunset?

Har du givet sunset ris/ros?hvad? Hvor?hvad gjorde de?Er du medlem af deres facebook side?

Tjekker du om de har gode tilbud før du kommer?

Hvor tjekker du det?

Hvad synes du om servicen?Hvornår snakkede du med de ansatte?

Kundens tilgangsvinkel

Hvorfor gik du på sunset?

Hvor tit kommer du der?

Sunsets udvalg

Hvad synes du om deres udvalg?

Var det let at få overblik over deres menu?Hvad synes du om det?

Bestillings proces oplevelse

Vidste du på forhånd hvad du ville have?

Stod du i kø inden du kunne bestille?Stod du der i lang tid?Hvorfor?Hvad synes du om det?

Hvordan gik det med at bestille?Var du i tvivl om noget?Var der noget der tog længere tid i forbindelse med bestillingen?Hvad synes du om det?

Hvad bestile du?Hvorfor bestilte du det?

Hvad bestiller du typisk?Hvor mange forskellige ting har du prøvet at bestille her?

Bestilte du drikkevarer? (hvis ja)Hvordan var det selv at tage sodavand?hentede du flere gange?Må man hente flere gange?

Ventetids oplevelse

Hvor valgte du at sætte dig? Hvorfor?

Hvad synes du om ventetiden?hvorfor synes du det?Hvad brugte du ventetiden på?Hvorfor?

Vidste du at du skulle hølde øje med en skærm?Hvordan vidste du at du skulle det?

Hvad synes du om at man skal holde øje med en skærm?Hvorfor?

Opdagede du at din mad var klar da den kom på skærmen? Hvorfor/hvorfor ik?

Afhentning af ordre oplevelse

Var du sikker på at det var din bestilling du tog?hvorfor?Var der noget du var i tvivl om, da du skulle hente?hvorfor?snakkede du med personalet?Hvordan sikrede du dig at du hentede det rigtig mad?

Forventing og oplevelse af ordre

Fik du det du bestilte?hvorfor?

Hvad synes du om maden? hvorfor? Levede maden op til dine forventinger?hvorfor hvorfor ikke?

Efter spisningHvad gjorde du da du var færdig med at spise?Hvorfor?Hvad synes du om det?

Var det let at finde skraldespanden?Hvrodan havde du det med det?Hvad synes du om det?

Kunne du tænke dig at komme igen?Hvorfor/hvorfor ikke?

KundeinformationLagde du mærke til de ekstra informationer der var på bakken/emblallagen? (hvis ja)hvilke informationer så du?Brugte du dem til noget? hvorfor?

Hvilke informationer fik du ellers under dit besøg?

manglede du informationer?hvilke, hvorfor?

Overordnet service på sunset boulevard

Hvad synes du om den overordnede servicen på sunset?Hvorfor?

Hvad synes du om den personlige service på sunset?Hvorfor?

Hvornår snakkede du med de ansatte?Var der situationer hvor du gerne ville have snakket med dem?Gjorde du det?hvorfor/hvorfor ikke?

Har du givet sunset ris/ros?hvad? Hvordan?hvad gjorde de?

Er du medlem af deres facebook side?

Tjekker du om de har gode tilbud før du kommer?

Hvor tjekker du det?

overordnet oplevelse af sunset boulevarrd:

Har du lyst til at gå på Sunset igen?Hvorfor?

Hvad kan du lide ved Sunset?hvorfor?

Er der noget du ikke kan lide ved Sunset?hvad og hvorfor?

Hvis noget skulle forbedres, hvad skulle det så være?Hvorfor?

Hvad er din overordnede oplevelse af at være kunde hos Sunset?hvorfor?

SUNSET BOULEVARD - KUNDEOPLEVELSE.

Question dRag outCustomeR envisioned expeRienCe

13 20of

Service employee experience at sunset boulevard (guessed) by Jane

FACEBOOK

WEBPAGE

TV-REKLAME

STREETSIGN

WINDOW SIGN

ENTRANCE DOOR

INDOOR SIGN

COUNTER SIGN

OVERVIEW SIGN

NUTRITION SIGN

QUE TO COUNTER

ORDERING AT COUNTER

PAYING

HANDOVER

WATITING

PICKUP

EATING

CLEANING

WALKOUT

WEBPAGE

FACEBOOK

Jeg bærer skiltet ud når vi åbner, det er heldigvis på hjul men det er tungt. Jeg bliver irriteret hvis jeg ikke kan få det over dørtrinnet.

Når jeg har ekspeditionsvagt skal jeg hol-de øje med døren - Det er lidt irriterende fordi jeg også skal fylde op. Bliver nogle gange frustreret over at blive afbrudt i det jeg laver.

jeg kan blive irriteret over at jeg ikke kan se skiltene over mit hoved når jeg skal forklare kunderne noget. Eller svare på spørgsmål.

Jeg synes det er irriterende at kunderne ofte spørger til indholdet i vores varer - for det er tidskrævende at forklare hvor-for der er flere kalorier i vores fuldkorn end hvores lyse brød.

Jeg kan godt blive stresset når der er lang kø. Især fordi kunderne er meget ubeslut-somme. Det er frustrerende og irriteren-de at de ikke kan bestemme sig. Hvis de ikke kan bestile hurtigt, ka de heller ikke få mad hurtigt.

Når kunderne betaler med kort bliver jeg glad, for så kan jeg sætte brød i varmeren imens.Hvis de skal betale med kort, tager det længere tid, og jeg skal vende ryggen til de næste kunder for at sætte brød over. Det er frudtrerende at vende nye kunder ryggen.

Når der er travlt har jeg ikke tid til at gå i restauranten og tøre borde af. Der er frustrerende når jeg kan se at der er beskidt flere steder.

EMP 2Jeg er den der laver maden, jeg kan godt lide at jeg kan se at kunderne. Men når det er travlt er det forvirrende at skulle svare på spørgsmål, fordi når jeg har trykket ordren på op på skærmen, kan jeg ikke se bestillingen mere. det er irriterende og frustrerende ikke at kunne svare. men det er det også, at blive afbrudt.

Spørgsmål

Hvad består dine arbejdsopgaver i, step by step?

Er der forskellige arbejdsopgaver på forskellige vagter?

Har du forskellige arbejdsområder hver gang du er på arbejde?

“hvis vi lader om at der er forskellige vagter”

Hvad skal du når du står ved kassen?Hvad synes du om det?

Skal du trykke på mange knapper?Hvad synes du om det?

Er kasseapperatets skærm overskuelig?Hvorfor/hvorfor ikke?Hvad synes du om det?

Er det let at betjene kunderne?Hvorfor/hvofor ikke?Hvad synes du om det?

Er der mange der spørger ind til jeres varer?Hvorfor/hvorfor ikke?Hvad synes du om det?

Er der noget de spørger mere om end andet?Hvad kunne det være?Hvorfor tror du det?Hvad synes du om det?

Vil kunderne gerne have det du sprøger dem om?Hvorfor/hvorfor ikke?Hvad synes du om det?

Hvor ofte tager de imod tilvalg?Hvorfor tror du/hvorfor ikke?

Laver du mad imens du tager imod bestillingen?Hvorfor/hvorfor ikke?Hvad synes du om det?

Hvordan er det at tage imod betaling?Hvorfor er det det?Hvad synes du om det?

Er der foreskel på hvor lang tid det tager at bet-jene de enkelte kunder?Hvorfor er det sådan/ hvorfor ikke?Hvad synes du om det?

Hvad laver du når du ikke ekspedere?Hvorfor gør du det?Hvad synes du om det?

EMP 2Hvike arbejdsopgaver har du step by step? typisk vagt.

Hvad synes du om det?hvorfor synes du det?

Hvor meget kundekontakt har du?Hvorfor?Hvad synes du om det?

Hvad er det bedste ved dit job?Hvorfor?hvad synes du?Hvad er sjovest at lave?Hvorfor?hvad synes du?Hvad er ikke så sjovtHvorfor?hvad synes du?

Service employee experience at sunset boulevard (guessed) by Jane

FACEBOOK

WEBPAGE

TV-REKLAME

STREETSIGN

WINDOW SIGN

ENTRANCE DOOR

INDOOR SIGN

COUNTER SIGN

OVERVIEW SIGN

NUTRITION SIGN

QUE TO COUNTER

ORDERING AT COUNTER

PAYING

HANDOVER

WATITING

PICKUP

EATING

CLEANING

WALKOUT

WEBPAGE

FACEBOOK

Jeg bærer skiltet ud når vi åbner, det er heldigvis på hjul men det er tungt. Jeg bliver irriteret hvis jeg ikke kan få det over dørtrinnet.

Når jeg har ekspeditionsvagt skal jeg hol-de øje med døren - Det er lidt irriterende fordi jeg også skal fylde op. Bliver nogle gange frustreret over at blive afbrudt i det jeg laver.

jeg kan blive irriteret over at jeg ikke kan se skiltene over mit hoved når jeg skal forklare kunderne noget. Eller svare på spørgsmål.

Jeg synes det er irriterende at kunderne ofte spørger til indholdet i vores varer - for det er tidskrævende at forklare hvor-for der er flere kalorier i vores fuldkorn end hvores lyse brød.

Jeg kan godt blive stresset når der er lang kø. Især fordi kunderne er meget ubeslut-somme. Det er frustrerende og irriteren-de at de ikke kan bestemme sig. Hvis de ikke kan bestile hurtigt, ka de heller ikke få mad hurtigt.

Når kunderne betaler med kort bliver jeg glad, for så kan jeg sætte brød i varmeren imens.Hvis de skal betale med kort, tager det længere tid, og jeg skal vende ryggen til de næste kunder for at sætte brød over. Det er frudtrerende at vende nye kunder ryggen.

Når der er travlt har jeg ikke tid til at gå i restauranten og tøre borde af. Der er frustrerende når jeg kan se at der er beskidt flere steder.

EMP 2Jeg er den der laver maden, jeg kan godt lide at jeg kan se at kunderne. Men når det er travlt er det forvirrende at skulle svare på spørgsmål, fordi når jeg har trykket ordren på op på skærmen, kan jeg ikke se bestillingen mere. det er irriterende og frustrerende ikke at kunne svare. men det er det også, at blive afbrudt.

Spørgsmål















Er der foreskel på hvor lang tid det tager at bet-jene de enkelte kunder?Hvorfor er det sådan/ hvorfor ikke?Hvad synes du om det?



Hvad synes du om det?hvorfor synes du det?

















Er der foreskel på hvor lang tid det tager at betjene de enkelte kunder?Hvorfor er det sådan/ hvorfor ikke?Hvad synes du om det?



Hvad synes du om det?

hvorfor synes du det?



Personale spørgsmål Sunset Boulevard.Question dRag outemployee envisioned expeRienCe

14 20of

employee inteRviewSPØRGSMÅL (service medarbejdere)

Forståelse for arbejdsgange

- Hvad er din rolle hos Sunset?

- Hvilke arbejdsopgaver har du?

- Er det forskellige arbejdsopgaver du har fra vagt til vagt?

- Typiske arbejdssteps?

TOUCHPOINTS DYBERE SPØRGSMÅL - KUNDEBETJENING

- Hvad skal du når du står ved kassen?

- Er kasseapperatets skærm overskuelig, let at bruge? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

- Hvordan fungere kasseapperatet?

- Er det let at betjene kunderne? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

- Er der mange der spørger ind til jeres varer? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

- Hvad spørger folk typisk om? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

- Er der noget du skal spørge kunderne om?

- Laver du mad imens du tager imod bestillingen? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

- Er der foreskel på hvor lang tid det tager at betjene de enkelte kunder? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

TOUCHPOINTS DYBERE SPØRGSMÅL - MADLAVNING

- Hvilke ting skal du gøre når du skal lave maden?

- Får du ordren på en skærm?

- Er skærmen overskuelig, let at bruge? (Hvorfor/hvorfor ikke? Hvad synes du om det? hvad gør det svært?)

- Hvornår skal du bruge skærmen - skal du have handsker af og på?

- Er det let at lave bestillingerne? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

- Er der mange der vælger ingridienser fra/til? (Hvorfor/hvorfor ikke? Hvad synes du om det?)

- Henvender kunderne sig til dig når du står her? (Hvad synes du om det?) Hvor tit oplever du det?

- Hvad spørger de typisk om? (Hvorfor tror du de gør det? Hvad gør du ved det?)

- Er der foreskel på hvor lang tid det tager at lave mad til de enkelte? (Hvor-for/hvorfor ikke? Hvad synes du om det?)

- Tager du altid ordrene i nummer rækkefølge? hvorfor/hvorfor ikke, hvad synes du om det?)

- Er det let at holde overblik over bestillingerne når der er travlt? (hvorfor/hvorfor ikke, hvad synes du om det?)

dato VI HAR OPLEVET AT....

- Folk kan være forvirret over skiltene i butikken - er det noget du oplever? Hvorfor tror du? Er folk tit i tvivl? - hvad mangler de info omkring?

- Folk bliver overrasket over prisen når de skal betale - er det noget du oplever? Hvorfor tror du? Er folk tit i tvivl om prisen?

- At nogen ikke ved at de skal holde øje med skærmen - er det noget du oplever? Hvorfor tror du? Hvor tit oplever du det?

- At nogen bliver forvirret over at få en tom kop - er det noget du oplever? Hvor tit oplever du det? Hvorfor tror du? - At nogen er i tvivl om de må refill er det noget du oplever? Hvor tit oplever du det? Hvorfor tror du?

- At nogen glemmer at holde øje med skærmen er det noget du oplever? Hvor tit oplever du det? Hvorfor tror du?

- At nogen er i tvivl om de tager den rigtig bestilling - er det noget du oplever? Hvor tit oplever du det? Hvorfor tror du?

- At nogen har oplevet at der var levet en fejl med deres bestilling (tomat) - er det noget du oplever? Hvor tit oplever du det? Hvorfor tror du? HVad sker der hvis der er lavet fejl, hvad synes du om det?

- Hvor tit kommer kunderne og giver ros? (Hvad roser de typisk?)

- Hvor tit oplever i at kunderne brokker sig? hvad brokker de sig over? Hvorfor tror du de brokker sig? Hvad gør du typisk ved det?

- Hvad synes du om at skærmen viser nummeret?

AT ARBEJDE HOS SUNSET GENERELT

- Hvad er det bedste ved at arbejde hos Sunset - hvorfor?

- Hvad er sjovest at lave - Hvorfor?

- Hvad er ikke så sjovt at lave - Hvorfor?

- Hvad var det sværeste at lære - hvad gjorde du for at lære det?

- Hvis du kunne bestemme at der skulle lavet noget om, hvad skulle det være og hvorfor?

- Hvorfor tror du at kunderne vælger Sunset?

- Hvad synes du der er det bedste ved den service Sunset tilbyder kunderne?

Forestil dig at kunderne havde en sunset app og kunne bestille over mobilen, hvad synes du om den ide?

Hvordan tror du fremtidens Sunset ser ud?

Then a question paper was constructed for the employee interview, based no envisioned experience activity and set up, ready for putting on notes during the interview.

15 20of

For full output material see appendix A4.

Here an approach sum up is made in terms of doing interviews.

IntervIew approach sum upeven though we had prepared some questions, we tried to have a nice chat with the employees, people love to talk about themselves, so being attentive is a key com-petence to drag as much knowledge out of the meet-ing as possible. To ask questions where you dig deeper, depending on what they say is very helpful as well. (fx regarding the screen and colour codes.)pen an paper were present and especially one of them were eager to draw screen layout and tell how they used them. By showing the customer service touch points as illustration - a common knowledge regarding what we talks about were established. The ground plans were helpful as well, the employees could draw directly on them.

Well since they were very eager to tell about their job is was sometimes quite difficult to stay on track, discuss-ing/staying focused on the subject. so we had to control the discussion a bit. But though it is important to let them talk, and leave the focus, because in these areas you sometimes find the key point information for your project. Of cause as interviewer you have to be effective and not waste your own and the interviewees time. so it is impor-tant to be able to tackle the balance between staying on track and give room to reach the key points.

16 20of

ContaCt establishment

Real estate (selF guide kit)

RestauRant (dRive in)

RestauRant (Fast Food Chains)

RestauRant (desk oRdeRing)

Retail (supeRmaRket)

To get more insight within the case scenarios, direct contact was tried to establish for further branch insight. A project information sheet was made and based on this calls visits and emails was con-ducted.

To be able to pitch the project when contacting people an informa-tions sheet is developed to stay focused. The illustration below show the main pitch structure.

Before calling the different companies see illustration to the right. Websites were look through to find out if they were interested in stu-dent collaboration. Based on previous experience other companies could be eliminated as well, because access would be nearly non existing. This eliminated some contact possibilities llustration to the right for further contact journey.

After the contact journey, initial contact was established to Sunset Boulevard and Salling. The real estate case was eliminated as well as some imaginary scenarios within Retail and Hospitality, the focus is left on Sunset boulevard and Salling at this point.

CONTACT PITCH- Introduction (we are)

- Project focus

Improve user experience with new technology

Develop an application that have a new layer

- Technology functions

- Usage examples in their industry

- Advantages for them

- We want/need

A contact person

Acces to employees and customers

EDCHomeDanbolig

Mc.Donald´s, Burger KingCity Syd Bakery

EDC visited, they offered 5 minutes for pitching to a real estate agent. The agent was skeptic towards the idea, because human interaction is highest priority. She saw po-tential for technology implementation in “open house” inspection, since it can be hard to reach all buyers in these situations. It would require easy and quick system setup.

After visiting EDC, it was clear how hard it was to com-municate the project at this point, and since a potential contact to Sunset Boulevard was in progress Café Ulla Therkelsen was eliminated at this point.

Due to website they are open to student projects. After a call, it was advised to con-tact the local Føtex or Salling, and ask for their store managers. At Salling a 5 minutes pitch for the store manager were conducted. He sounded interested and an email ex-plaining the project were send, so he cloud set up meetings, with relevant employees.

They are located near by, could not get through by calling. Decided to visit.

Are not interested in participating in student projects.

It was decided not to establish contact at this point, since contact to Salling was in progress.

Do not have an interest in collaborating with students, so the were eliminated

Is a Danish chain, and are interested in hearing from students. A call to their main office in Esbjerg was set up. The secretary directed attention to contact the marketing manager in following week due to holiday.

The first two companies are international, from experience it is clear that chains are hard to establish contact. Implementing ibeacons would probably not much value in the this scenario. Therefore this scenario was eliminated.

Sunset BoulevardMc.Donald´s, Burger KingSubwayBaresso

Coop Danmark (Superbrugsen, Daglig brugsen, Kvickley, Irma Fakta, Fakta Q)Dansk supermarket(Netto, Føtes, Bilka, Salling)Rema 1000

Café Ulla Therkelsen

inFoRmation sheet

ContaCt JouRney

bRanCh aCCess

17 20of

Tiden efter du havde bestil 16. Hvad gjorde du da du havde bestilt og betalt, og hvorfor?

17. Hvis du satte dig, hvor valgte du at gøre det, og hvorfor?

18. Hvis ja, hvad synes du om det sted du satte dig og hvorfor?

19. Hvor langt ventede du inden din mad var klar, og hvad synes du om det?

20. Hvad brugte du ventetiden på og hvorfor?

21. Vidste du at du skulle holde øje med et nummer på en skærm? Hvis ja; hvordan vidste du det? Hvis nej; hvordan fandt du ud af det

22. Hvad synes du om at nummeret kommer på en skærm, og hvorfor?

23. Hvad synes du om selve skærmen og hvorfor synes du det?

24. Opdagede du med det samme at din mad var klar da den kom op på skærmen? (Hvorfor/hvorfor ikke)

Afhentning af bestilling 25. Var der noget du var i tvivl om da du skulle hente din bestilling, og hvorfor?

26. Hvis du var i tvivl, hvad gjorde du så, og hvorfor?

27. Hvad synes du om at man selv henter sin bestilling og hvorfor synes du det?

28. Snakkede du med personalet da du skulle hente din bestilling?....

29…… Hvorfor/hvorfor ikke?... 30…. Hvad synes du om det?

Maden og oprydning 31. Fik du hvad du bestilte? Hvis ja, hvad synes du om det? Hvis nej, hvad gjorde du så, og hvad synes du om det?

32. Hvad synes du om maden og hvorfor?

33. Levede maden op til dine forventninger, og hvorfor/hvorfor ikke?

34. Ryddede du selv op efter dig, hvorfor/hvorfor ikke?

35. Var det let at finde skraldespanden hvorfor/hvorfor ikke?

36. Hvad synes du om at man selv skal rydde op og hvorfor?

test panelBased on the envisioned experience, initial questions was formu-lated and this questionnaire was constructed and given to the test panel after visiting Sunset Boulevard.

p.1 of 3.

p.2 of 3.

Kundeoplevelse af Sunset Boulevard Kære kunde, dette er et spørgeskema som har til formål at kortlægge hvilken oplevelse du har haft som kunde hos Sunset Boulevard. Det meste interessante for os er at høre om hvad du synes om dit besøg derinde og hvorfor du synes det. Vi er meget interesseret i hvilke følelser du har undervejs i forhold til din oplevelse, så noter gerne dem J det kunne fx være;

Glad – tilfreds – utilfreds – stresset – frustreret – irriteret – positiv overrasket – vred – forvirret – usikker – i tvivl. Sunset 1 - Hvornår gik du på Sunset? 2 - Hvorfor valgte du Sunset? 3 – Hvor ofte kommer du på Sunset?

Menu overblik 4 – Havde du brug for et udvalgs overblik, hvorfor/hvorfor ikke?

5. Hvis ja: Var det let/svært at få overblik? 6. Hvad synes du om det?

Kø 10 – Stod du i kø inden du kunne bestille?

11 – Hvorfor/ hvorfor ikke? 12 - Hvad synes du om det?

Bestilling 7 – Vidste du på forhånd hvad du ville have? (Hvis ja, hvor vidste du det fra?)

8 - Hvis nej: Hvordan fandt du ud af hvad du ville have?

9 - Hvad synes du om det?

10. Hvordan gik det med at bestille? 11. Var du i tvivl om noget, hvis ja, hvorfor var du i tvivl?

12. Hvad synes du om måden man bestiller på?

13 – Hvad bestilte du, og hvorfor? 14. Hvis du bestilte sodavand skulle du så selv fylde kruset op?

15. Hvad synes du om det?

QuestionnaiRe

18 20of

Kundeinformation 37. Hvilke information/skilte lagde du mærke til under dit besøg?

38. Hvilke informationer brugte du? 39 Hvad synes du om informationen på Sunset og hvorfor?

Efter dit besøg 40. Har du nogen siden givet ris/ros? Hvis ja Hvordan gjorde du det? Fik du svar, og hvad synes du om det?

41. Bruger du Sunsets hjemmeside? Hvorfor/hvorfor ikke

42 Bruger du synsets facebook side? Hvorfor/hvorfor ikke

Sunset generelt 43. Hvad synes du om Sunset og hvorfor (lide/ikke lide)?

45. Hvad er dit overordnede oplevelse af at være kunde hos Sunset og hvorfor?

Hvordan vil du beskrive din overordnede oplevelse hos Sunset Boulevard? Brug gerne de følelsesladede ord J Kunne du forestille dig at dele af oplevelsen foregik på din mobiltelefon igennem en app – I så fald vil du uddybe hvad du kunne forestille dig? Tænk slet ikke over hvad der er realistisk – alle ideer og forestillinger er tilladt også skøre og urealistiske J

Tusinde mange tak for din tid og besvarelse! Vi er ovenud taknemmelige! Email dokumentet til

[email protected]

p.3 of 3.All answers was recieved and a sumup was made to gather answers. (Appendix A6 contaions answers) following pages show the supup, that set the basis for making the expereinve and emotion map on page 24 process report.

19 20of

mægtigt at der ikke var kø

Nej - jeg spiser der ikke.

nemt at se hvilke burgere der var at vælge mellem - dejlig overskueligt

ingen kø = Dejligt med hurtig betjening

nem bestillinguopmærksom på studierabat og genopfyldning = extra omkostningerdet kan være svært at overskue alle muligheder på én gang

god måde at fordrive tiden på. måske upraktisk for familier

vidste jeg skulle holde øje fra tidligere besøg - blev ik gjort opmærksom på det ved betaling. kræver fuld opmærk-somhed - ikke er hensigtsmæssigt (bippere giver en mere afslappet ventetid. I forhold til opråb giver det dog mere ro.)meget simpel skærm

uopmærksom på skiltene der markerede hvilken plads min burger stod på. Jeg spurgte om hjælp. Prisen taget i betragtning synes jeg ikke det er god service. Det giver god mening at hente ting selv for at holdeprisniveauet nede men 77 er efter min opfattese ikke billigt.

i tvivl om hvilken af bakkerne der var min. hurtigt løst så ikke noget problem. virker som en mindre smart løsning

naturligt på vej mod udgangen. Det er med til at holde prisniveauet nede så det er ok.

skuffende burger den fejlede ikke noget, den levede bare ikke op til for-ventningerne var en smule kedelig. Brødet var af god kvalitet, men fyldet var ikke så spændende.

5 og 10 minutter. Det var ok. jeg var midt i en samtale og så det først bagefter. mangel på skamler - kunne man ikke gøre noget ved pga fast montering

mangle tilvalgspriserdårlig bestillingsproces - pga merpris for ost - bacon + manglende oplysninger ang studie-korts rabattvivl om tilvalgspriser og rabatordningerbestillingsmetode ok - men mangel på kombinerings mulighed i kø tiden

nice at fylde sodavand selvfint at man kan sidde og vente - 5 - 10 min ven-tetid ok. venner opdagede at ordren var klar

skærm okay = slipper for støj forurening, den er kedelig - design passer ikke til indretningen

Det er vel fint at man selv henter bestilling - hvis maden er billigere af den grund. OK ikke at snakke med personalet ved afhenting

burger og sodavand OK - fritter øv. forventinger til fastfook lave = Opfyldt. burger over, fritter under

naturlig placering af skraldespand (ved døren)selvoprydning fint - hvis det er billigere

skidt at man først får pris ved bestilling

?

Nej, de besidder ikke information jeg mangler. Hvis jeg skulle bruge den skulle det være til at lokalisere nærmeste afdeling

kender efterhånden menuerne, så jeg valgte det jeg lige havde lyst til på dagen. forholdsvis let at finde rundt i udvalget. dejlig overskueligt, at der er billeder på skærmene af udvalget

I denne butik, skulle man ikke selv fylde kruset op. Det var okay. Det gør ikke noget, hvis man selv skal gøre det.

Det er det mindste man kan gøre. Det gør mig ikke så meget. Det var let at finde skraldespanden.

sunset er et fint og hyggeligt sted. Jeg kan godt lide maden især deres pommes.

Har alrdig givet ris/ros, benytter ikke hjemmeside og facebook

Jeg synes det er en rigtig smart system, så kan man følge med i hvor langt de er. Det vidste jeg pga. Erfaringen. Selve skærmen er ganske behageligt.

Nej, på skærmen stod der hvilken stand min mad ville stå på. Så jeg gik bare hen og hentede det. det fungere meget godt. Der er meget styr på tingene, hvilket er rart. Personalet sagde velbe-komme, det var dejligt. Det var god service, at de vælger at gøre det. Det gør at man som kunde føler at man bliver set.

fik den menu, jeg ønskende og den levede op til de forventninger jeg havde. hver tid foretrække sunsets bruger i stedet for mc D. Da den ikke virker smattet og brødet, kødet og salaten virker mere frisk.

ventede omk. 10-15 min. Synes det tog lidt lang tid, men jeg var også meget sulten. Opdagede at ordren var klar, holdte bevidst øje med skærmen. Jeg synes det var meget hyggeligt, vi satte os et sted, hvor der var ”dobbelt” borde, så var der mere plads til væres bakker og mad.

ingen kø - dejlig nemt

fristet af deres dobbelt mexican bruger menu. det fungerede meget godt.

rimelig rutineret på menuerne, var det ikke besværligt. Det var ligeledes en god betjening. Jeg synes det fungere meget godtDet gikk fint med bestilling, jeg ble også vist hvordan vannmaskinen fungerte. måden man bestiller på er helt fininformert om nummeret til maten, så jeg var ikke helt sikker på hvordan jeg skulle vite når maten min var ferdig.jeg skulle selv fylde opp vann. Det var uklart om man hadde lov til å ta ekstra påfyld

Jeg hadde bruk for dette, da jeg ikke hadde vært der før og ikke viste hva de hadde. Det var lett og få overblikk, men man sto i veien for de som bestilte mat når mn skulle kikke på utvalget. Det bliver litt uoversiktlig når det var mange mennesker i kø.

ventede ikke mer enn 10 min.

Opdagede ikke mit nummer før de andre jeg satt sammen med nevnte det.Skærmen var ok, men de kunne hatt en lyd eller noe tilsvarende som signaliserte at nummeret var på skjermen. Den var stor nok og godt plassert. opdagede nummert med det samme

Ja, jeg var ikke sikker på om jeg hadde forstått sys-temet emd å hente maten ved en kasse. Jeg spurte i kassen om det var riktig at maten var min. Det er ok, men litt forvirrende å skjønne systemet

Ja, det virket som det var det man skulle. Det er ok på et sånt type sted

veldig fornøyd over at få hvad jeg bestilte. Maden var litt under middels, litt smakløs

ingen kø - veldig fint

ingen kø - ok

Leste på udvalgsoverblikket ok - det er sådan jeg plejer at vælge. Det gik godt med at bestille. Det var OK

Ja, jeg har prøvd det før. Det var OK slik at man kunne se når maden var klar, men man måtte følge med på den ofte. Den var tydelig nok. Ja opdagede min bestilling med det samme, for min veninde havde nummeret før meg så jeg visste at jeg var neste

Det var ok og lyst der hvor vi sad. 10 minutt, det var OK

Det er godt å få det man bestiller. Det var lidt større enn jeg hadde forestilt meg. Det var godt, spesiellt med tanke på at man kunen velge groft brød og man fikk mer grøntsager til enn vanlig

Den var placeret på veg ud - Det er helt OK

Det var fint nok

Middels (at få overblik

10 min, kunne godt tatt noget mindre tid

Syntes personalet kunne ryddet opp

fink nok at man selv henter maden. tog kvittering med op. vidste ikke om jeg skulle medbringe den eller ej. Personalet sagde “vel-bekommen”

Burgeren var god. Pommes fritesen var smakløs

Fint at påfylde sodavand selv. så slipper jeg å få det udvannede isbit-infernoet man får andre steder der de fylder sodavand op for dig

Nei vidste ikke jeg skulle holde øje med skærmen, ble fortalt dette av de jeg kom sammen med.skærm - Fint nok, men det betyr at man må sitte å holde øye med denne konstant... skærmen er stor nok.Ja opdagede mit nummer med det samme, fordi jeg turde ikke annet enn å holde øye med den

Ja.(havde brug for udvalgsoverblik) For å se hvad dem hadde å tilby. (let cvært at få overblik?) Nej Fint udvalg, havde brug for overblik - kender ikke udvalget så godt. Kiggede på tavlen hvor alt er listet op - Lidt uoverskueligt, når man bare hurtigt vil have lidt mad

Jeg havde set deres tilbud på et skilt uden for og ville have det, men da de så ikke havde flere af den slags måtte jeg hen og kigge på menuen. Ekspedienten havde ikke rigtig noget forslag til alternativ valg, så det endte “bare” med pomfritter. Jeg ikke kunne overskue at sætte mig ind i menuen og bare ville havde en hurtig snack.

der var ingen i kø, de var der med det samme. Det var da rart

facebook - nej, Det siger mig ikke noget

Valgte bord i midten. Ikke så fedt, det var rimelig krummet og der var ikke meget plads. Pomfritter kom hurtigt. Så ventetiden var fin

Det er fint at man skal holde øje med skærm i deres store butikker. Det er nemt at finde ud af ikke til min oprindelig tanke, men gode pomfritter

Nej, jeg spiser ikke så ofte der

Nei, viste ikke de hadde noen hjemmeside. Nei, det ser jeg ingen grunn til at bruge facebooksiden.

Hørt om burger reklame og avis. Synes ikke noget særligt om det

20 20of

reklame for frugt der ikke bliver solgt.ift deres koncept, burde skilte være mere brugervenlige, vise endelige priser

stoler ikke på sunset da jeg ikke aner hvilke råvarer de bruger.

for dyrt - overfladisk sted hvor der tænkes mere på at lokke, snyde og profilleredet var ok - ville aldrig gå alene derind. Maden var vel OK. Blvier provokeret af health branding

det var ok - ville aldrig gå alene derind. Maden var vel OK. Blvier provokeret af health branding

sunset

mangelfuld information om prisen for en stor menuprisniveauet er højt i forhold til kvalitetenOverordnede oplevelse - Medium. Jeg foretrækker en anden type fastfood. Opbygningen minder meget om andre fastfood-kæderIntetsigende, besøget var præget af sociale relationer.følte ikke at sunset som ramme for en social interaktion tilbød noget særligt.meget effektiviseret og fabriksagtig oplevelse af at være num-mer kunde nummer 250 eller lignende den dag. Ingen hyggelig eller personlig atmosfære.

Jeg kunne forestille mig en bestillingsapp så det var muligt at krydse af og bestille og betale fra pladsen eller på vej til restauranten. Så kunne man undgå at stå i selve køen og blot holde øje med nummeret.

Tja, hvis man kunne bestille over telefonen imens man var der ville det vel være ok.. En app der faktisk kunne skabe overblik over udvalg, kombinationer, priser samt information om maden generelt… betalingen kunne også foregå via telefon, evt. med en ”Note til ordren” hvor man kan informere om allergi, custom burgr etc… men da prissætter hver ingrediens kan det måske være lidt overvældende for dem at skulle administrere?

Bruger mest menu skiltene, og prisinformationer. Jeg synes de et let tilgængelige

Jeg er meget tilfreds med at være kunde hos sunset. Men det kan godt variere, hvordan servicen er i de forskellige butikker.

Det var en dejlig og behagelig oplevelse. Hvor jeg fik stillet min sult.

hm, nej, det ville jeg have meget svært ved. Men jeg kan nu også godt lide at der er kontakt ved kassen. Det hele vil hurtig blive alt for mekanisk også vil jeg nok føle at kvaliteten ville falde samt få en ”ind og hurtig ud af butikken følelse”.

lod mærke til menuen billederne på væggen og skærmen. Det var informativt.

De var ok, men tror ikke jeg vil spise der igjen, synes jeg kan få bedre og like billige sandwicher andre steder.Det var helt ok, ingen dårlig, men heller ingen fantastisk op-plevelse, menselskapet var hyggelig.Ok, rent, fine farger, ikke et voldsomt særpreg, middels mat, gode priser

Kunne vært en god ide å ha nummeret på mobilen, evt menyen

Generent er sunset fint nok. Den overordnede oplevelse er;Ok, får det man bestiller, men servicen er begrenset, (tenker da på at man må selv følge med når maten er klar, selv hente den, selv rydde opp…)

Muligens på en app der rangerte de ulike spisesteder i umiddelbar nærhet, - slik at man senere kunne sammen-likne de ulike rangeringene på nærliggende spisesteder inden man vælger sted at spise.

Anders - en gang hver 8. år

Anna - ca. 1 gang om året

Britta - 2-4 gange pr md

Ingunn - første gangs besøgende

Karoline - 2 gange om året

Scharmini - sjældent

Kristina - et par gange om året

Tilbud og menu skilte. Det var findt, men kunne måske vært lidt tydeligere med hvad de har studentrabatt på

Sunset er helt okay. Det var en helt normal opplevelseservicen på sunset er ok, den passer til det som det er fint alternativ til junk food - Det er sundere (tror jeg i hvert fald) Det er hvad det er. Hvis jeg har bedre tid eller andre alternati-ver i samme genre og prisklasse vælger jeg ofte noget andet. Det er lidt den mcdonnalds stemning (ind og ud - ingen hygge - ikke noget speciel service - alt er standart

igen er det jo et fint koncept, så ved jeg ikke. Jeg kunne godt lide i gamle dage hvor man selv kunne vælge ind-gredienser når de lavde sandwichene, tror jeg har valgt det fra da hele blev mere standart

Det hadde vært godt å kunne se havd type mad de har å tilby, hvor langt det er å gå, måske hvor lenge man må vendte i kø og før maden er ferdig slik at man kunne velje hvor man vil spise når man er sulten i forkostpausen

Documents

Appendix 0 - Aalborg Universitetprojekter.aau.dk/projekter/files/198181754/Appendix_0.pdf · restaurant industry could be sensitive to new ... and answers on clar-ifying questions