Service design

Good nose and taste

My sister often says "you're getting trendy". My friendsr's words are, "How did you see that coming?" “How did you find this place”. What my family and friends mean is that I have a good nose for trends, products and special businesses. 

That's how I found cateroo foodshop, not only because its branding is very attractive. cateroo has the quality that you like it more and more as you get to know it.

cateroo

Cateroo is a takeaway foodshop. It offers a variety of dishes, fresh, without preservatives and handmade. 

My desire to make cateroo foodshop a case study was because its appearance caught my attention, it made me very curious.

While many businesses were closing or having trouble adapting to new realities due to the pandemic, cateroo foodshop opened its doors in November 2020. Offering a fresh, healthy, sustainable, friendly, practical and delicious experience for those who work in nearby offices or those who do home office. 

What did I do for cateroo?

I mapped the touchpoints between customers and cateroo fooshop, to improve the whole experience and generate value to both parties.

So far I have talked about cateroo's dishes as the star of the show, but there are behind-the-scenes processes that are largely responsible for the success or failure of the product.

Understanding the behind-the-scenes and on-stage processes is the work of service design. 

This was the approach I used for the shop analysis. The focus of the study was the moments of interaction between a customer and cateroo foodshop. These interactions can be physical in the store or digital on the website. The development process will be visualized in the following graph.

Result

At the end I generated a list of requirements that would serve as an aid for the website that was under development at the time. The requirements were divided into 

• Functional

• Informational

• Contextual

• Nice to have

The list included the explanation of the requirements, to understand their importance, as well as the possible departments involved. This way you can know who might be involved in decision making, initiate dialogues and delegate tasks.

It is important to note that service design covers the user experience (UX) and the customer experience (CX). So we can know about the experience people have with the product and perceive the business. It allows us to understand: emotions, motivations, perceptions and customer behavior.

Conclusions

The line between product and service is very thin. Analyzing the processes on stage and behind the scenes, will always show opportunities for improvement in the experience with direct impact on employees and indirect impact on customers.

cateroo is impeccable with their products and now as well on its website. For me it was a pleasure to have analyzed and had the opportunity to get to know cateroo closely as a business. I always look back with joy on the report I did for them.

If a company has a mindset of continuous improvement and has an honest interest in every element that compounds its company, service design is an excellent way to examine its business.

Learnings

Information is king

The more information you get from customers and business members, the better the quality of your requirements.

Contact the user no matter what

No matter what the conditions, always try to have contact with the user. Due to the second confinement caused by the pandemic, it was not possible to have direct contact with customers, so the online survey worked very well. Especially thanks to the help I received from the cateroo team, who helped me distribute the survey on their social networks.

Be prepared

Being well prepared for the interview. Having done my homework well made the interview with the CEO full of insights that helped me frame the possibilities and limitations of the list of recommendations. In addition to having the experience of immersing myself in the vision and energy of a business like cateroo, from the captain of the ship. 

The illustrations used are from the website of cateroo.