Service Design for Singapore’s Biryani Haven, Tekka Centre

Project 3 is about designing a service, both digital and physical that focuses on information architecture and content strategy for visitors to my allocated hawker Centre, Tekka Centre. The design process focuses on following the best practices in meeting the goals of our users and goals of the Tourism Board.

Welcome to Tekka Centre, the go-to for the island’s best biryani. It was originally called Kandang Kebau in Malay (buffalo pens) and Teh Kia Kha in Hokkien (foot of small bamboos) in 1915. In the past, it went through a few relocations and eventually a significant renovation at present venue in 2008. Today, Tekka Centre remains a landmark in Little India, where different ethnic communities and tourists abroad congregate.

1. Competitive Analysis

Based on Abby Covert’s 10 IA heuristics, I have evaluated 3 competitor websites and picked up their strengths and flaws. SgOpenrice and Hungrygowhere are credible, useful & accessible with an active community of reviewers and informative flow of content. On the other hand, Tiong Bahru market is findable, learnable and delight with a strong and clear visual of an interactive directory map as center piece. All these websites have responsive layouts that span across different target audiences and a wide range of devices.

2. Persona

With 3 unique personas provided by the board, I have selected Christina Ang as my primary target audience. She is a local who wants to try different variations of famous dishes preferably Indian and Muslim food, along with her friends during dinner. She will need to take note of that food intake due to her diabetic condition. Nevertheless, she is a good fit for our food Centre.

In her customer journey map below, the info graphics are segmented into 6 rows — storyboard, stages, emotional experience, user actions, frontstage (people/process), user thoughts and opportunities (features proposed). The map shows us Christina’s experience dinning with friends at Tekka Centre. As you can see, the lack of knowledge and availablity of resources can lead to many emotional dips. As the stages of planning, discovery, comparison, inquiry, purchase, reflection and exit progresses, opportunities surfaced and only 3 were prioritised according to high low efforts and implementations.

3. Customer Journey Map

Prioritising Features:
1. Search function for hawker stalls and food menu details
2. Live update of stalls and seats available

3. An Facebook-like event invitation
4. Reviews and photos uploaded by customers and reviewers
5. Easy to get directions via mobile GPS trackers
6. Search results auto sorted by name of dish, cuisine type and number 
of ‘LIKES’ ranking on default

7. Detailed health information on hawker stall sub page
8. Auto queue system
9. Cashless transactions like Apple Pay / Pay-wave
10. Bookmark feature for future references 
11. ‘Dislike’ feature for stall ratings

3. Card Sorting & Results

Card sorting is a method used to help design information architecture of a site. Typically, an open and closed cards sorting are carried out respectively.

Open sorting — 5 locals and foreigners
1 set of dish names- 63
1 set of stall and dish names - 88
Result: The majority of local and foreigner testers sort by cuisine types. To further validate this logical grouping, I went on to a round of closed card sorting with testers matching closer to my persona.

Closed sorting by cuisine type — 5 locals
1 set of stall and dish names —88
Result: All have no issues of grouping the dishes. These findings will later generate an useful site map and content inventory for the website.

5. Content Inventory

A content inventory is an accounting of the location, type and quantity of all content on a website or portal. It’s often one of the most valuable tools of the UX Architect. While the content inventory process can be time consuming, the results are often the foundation of good Information Architecture. Analysis of Content Inventory data results varies depending on the client and need with common data metrics such as Quantity of content types, depth of content and usage statistics.

4. Wireframes to Digital Prototypes

During exploratory phase of this project, ideas are manifested, considered, compared and tested via wireframes and low-fidelity mockups. The quick nature of low-fidelity such as pencil sketches and mobile simulation on ‘POP’ app, allows more design iterations, exploration and validation with my user testings. UI workflow is also emphasised during this process

In the generative phase of using various softwares such as Sketch and Adobe Illustrator, allows me to dive into the details and digitalising my design idea. Creating in greater fidelity of interactive mockups on Invision could mean longer and fewer iterations, but a more faithful version of the proposed application. Branding, font, colors and food imagery were put into considerations during the final design output. Hence, user test results were improved drastically.

Home Screen — Live updates of stalls & seats available, Hot Picks, Hawker Stalls and Good For categories on swipe-able rows
Menu — A navigation menu that slides out from the side
Search function — A list of popular search results
Search function 2 —After keying in your key words, u will see a list of stalls sorted by popularity. It also shows real time stall operations.
Directory map — Shows an overview and latest status update of food Centre . Green boxes display stalls open now.
Hawker Stall home — All information like food menu and images, address, operating hours, menu, user reviews and photos, and a GPS tracker to guide user.

5. Experience Prototype Testing

The experience prototype is a new testing method implemented for this project. It is a simulation of customer experience that foresees interactions through the use of the various digital and physical touchpoints, typically used on service designs. This form of paper prototype is a fast and low-cost method for UX designers to observe and test the solution. 3 tasks were given to 3 selected testers, whom are a closer fit to my persona, Christina.

Task 1: Check out which stalls are serving Chicken Biryani.
Task 2: Find out which hawker stalls are still opened.
Task 3: Getting directions to ‘Ar-Rahman Royal Prata’ stall.
Results: They completed all tasks with ease and find it pretty informative and useful.

6. Live Persona Demonstration

To present a clearer picture of how the customer’s journey improved by using the new mobile features on the digital and physical touchpoints, a live persona demonstration video was filmed and showcased.

7. Next Steps and Final Thoughts

  • Advanced search function with elaborate filters and sorting
  • User reviews & photos upload
  • Food menu list with health information
  • Audio visual interactive kiosks at main entrances that feature stalls and seats display, photo booth, historical walkthrough and recommendations of famous cuisines

Though the 2 weeks design sprint, I have learnt that Service design involves lots of time for planning and organizing people, infrastructure and material components of a service in order to improve its quality and the interaction between client and customers. There were times I had difficulties on understanding and designing the customer journey map and service blueprint, which in my case is a hybrid of both methods. This project gives me an opportunity to explore a less frequent food centre, to try its famous Indian cuisines like Chicken Biryani and observe the culture and behaviors of service staff and customers involved.

Though this project is a love hate situation for me, I am definitely looking forward for the next service design challenge.

உங்கள் நேரம் நன்றி (Thank you for your time!)