Kafka Cafe

Kafka Cafe

Service Redesign

Partnering with a local coffee shop Kafka, making the customers experience more efficient, cozy and enjoyable through interaction design methods.

Services

Brand Design

UX Design

Scope

1 month

Industries

Food and Beverage

Date

January 2023

Design Brief

Design Brief

My objective was to design a thorough experience that delights, comforts, and brings a feeling of belonging to the customer.

Rather than a narrow definition of “new service”, I broadened the brief to customer experience where service would be materialized through actions performed for the customers or through physical products.

Research

Research

Primary Research

To understand the friction points, I dedicated four days observing the cafe during the morning, lunch rush, and pre-closing times.

What's Kafka's charm?

  • The minimal and artistic brand identity.

  • A creative, social environment with a tad bit of chaos.

  • Appealing to the contemporary Vancouverite modernity.

  • The minimal and artistic brand identity.

  • A creative, social environment with a tad bit of chaos.

  • Appealing to the contemporary Vancouverite modernity.

  • The minimal and artistic brand identity.

  • A creative, social environment with a tad bit of chaos.

  • Appealing to the contemporary Vancouverite modernity.

What is the nature of interactions between people, objects, and space?

  • The space is decorated with local artists’ work, serving as a shop/rental display.

  • The customer interacts with the barista for functional reasons, no small talk happening.

  • The big dividing table functions as a line divisor and décor, often confusing the customers.

  • The minimal and artistic brand identity.

  • A creative, social environment with a tad bit of chaos.

  • Appealing to the contemporary Vancouverite modernity.

  • The minimal and artistic brand identity.

  • A creative, social environment with a tad bit of chaos.

  • Appealing to the contemporary Vancouverite modernity.

Who is there? What is their role and behaviour?

  • Around 50% of the customers are college students (primarily from Emily Carr)

  • Many local office workers

  • Some local residents

  • The minimal and artistic brand identity.

  • A creative, social environment with a tad bit of chaos.

  • Appealing to the contemporary Vancouverite modernity.

  • The minimal and artistic brand identity.

  • A creative, social environment with a tad bit of chaos.

  • Appealing to the contemporary Vancouverite modernity.

Analysis

Analysis

What do the customers do?

Before Coffee

During Coffee

After Coffee

Before Coffee

During Coffee

After Coffee

Before Coffee

During Coffee

After Coffee

Root of the Problem

After interviewing the cafe employees and owners, we discovered that the business had been slow for the cafe after the pandemic.

To help bring in more foot traffic, our first priority was still to incentivize the regulars and people who know and have tried Kafka to return to the cafe. Whether that be the experience overall, the interactions, the food or even events.

We funeled it down to three key focuses:

Efficient ordering

Minimizing confusion of the ordering process


Visual affordances

Easy navigation via signage changes and flow orientation.

Community building

Emphasizing Kafka's artistic and community-driven brand

Ideation

Ideation

Persona

Persona

Based on the interviews, I developed tangible representations of the customers in the form of personas.

For the case of redesigning the cafe's orientation flow, we wanted to really take into account the busy student archetype who needs a clean and efficient way to order her morning cup of Joe.

Sarah

Single

Vancouver

Student

20 years old

Goals:

Find a comfortable and inspiring environment to study, work on projects, or relax between classes

Discover a go-to coffee shop that meets her needs and preferences

Build connections and socialize with fellow art students and creatives.

Frustrations:

Overwhelming and disorganized menu, making it hard to decide on a drink or snack

Inefficient and confusing ordering process

Lack of transparency in pricing, leading to unexpected costs.

Needs:

A clear and efficient process for queuing, waiting, ordering, and receiving their order

Transparent pricing for all items, including desserts, to make informed choices and avoid surprises

A friendly and helpful staff that can guide them through the process and address any concerns or questions.

Interests:

Art, design, and creativity

Discovering new places to study, relax, and socialize

Trying new and unique coffee flavors and pastries

Sustainable and eco-friendly practices.

Early User Journey

Early User Journey

Our user journey captures the experience of a solo-visitor and a visitor coming with a group (let's say he's on a lunch break).
Notice that the current flow emphasizes the confusion of where to order/pick up their drink.

Our user journey captures the experience of a solo-visitor and a visitor coming with a group (let's say he's on a lunch break).
Notice that the current flow emphasizes the confusion of where to order/pick up their drink.

With identifying the user's pain points, we went to problem ideation…

How might we…

How might we…

optimize the cafe ordering pipeline, providing an efficient, enjoyable experience?

optimize the cafe ordering pipeline, providing an efficient, enjoyable experience?

Problem solving

Here are the design-driven implementations we came up with:

Changing the layout for a more clear flow

  • Maps

  • 3D models

  • Sketches

Connecting the art and cafe mix of kafka:

  • Events

  • Posters

  • Booklets

  • Competitions

Adding more menus for better experience pre-ordering

  • Design menus

  • Mockups

Signage for clear flow

  • Design signs for order pick up

  • Navigation visual affordances

Design

Design

Posters:

Posters:

Urban Sketchers Program

Urban Sketchers Program

Kafka has an established reputation for signal-boosting local artists through selling local artwork and decor.

Implementing the in-house 'Coffee Cup Drawing' and 'Urban Sketches' programs will give customers an opportunity to express their creativity and imagination while enjoying a cup of coffee in a social setting.

By providing a fun and engaging experience, we aim to create a memorable and positive atmosphere and association with our coffee shop.

Additionally, these events can help increase foot traffic while attracting new customers!

Wall Displays Redesign

Wall Displays Redesign

Intuitive Menu:

Intuitive Menu:

Kafka's prior menu combined the food and drinks in a singular poster atop the cash register. The font used posed accessibility issues and was hard to navigate.

Kafka's prior menu combined the food and drinks in a singular poster atop the cash register. The font used posed accessibility issues and was hard to navigate.

Kafka's prior menu

The redesigned menus separate the food and drinks for easy navigation.

The redesigned menus separate the food and drinks for easy navigation.

Navigation Signs:

Navigation Signs:

To fit Kafka's established style and aesthetic choices, the "pick up" and washroom signs have gotten a makeover as well.

To fit Kafka's established style and aesthetic choices, the "pick up" and washroom signs have gotten a makeover as well.

Updated Signs:

Updated Signs:

The end result

The end result

With a more intuitive service flow, customers are able to place orders more efficiently, as well as locate their desired menu items quicker. The Urban Sketchers program brings a more community-driven atmosphere to the cafe and brings an opportunity for locals to get together!

With a more intuitive service flow, customers are able to place orders more efficiently, as well as locate their desired menu items quicker. The Urban Sketchers program brings a more community-driven atmosphere to the cafe and brings an opportunity for locals to get together!

Angelina Rudakova 2024 All Rights Reserved

Angelina Rudakova 2024 All Rights Reserved

Angelina Rudakova 2024 All Rights Reserved