CRAFT
CRAFT
Using service design to create a sense of safety for adults seeking to recapture the artistic freedom of childhood
Using service design to create a sense of safety for adults seeking to recapture the artistic freedom of childhood
Using service design to create a sense of safety for adults seeking to recapture the artistic freedom of childhood
Using service design to create a sense of safety for adults seeking to recapture the artistic freedom of childhood
Photo by collaborator Mariangela Marin
Photo by collaborator Mariangela Marin
Photo by collaborator Mariangela Marin
Photo by collaborator Mariangela Marin
Photo by collaborator Mariangela Marin
SUMMARY
THE PROBLEM
THE PROBLEM
CRAFT is a pay-by-the-hour arts and craft space for adults that seeks to empower its guests to create in a safe, inspirational environment. However, the existing onboarding process for new customers often left them so confused and frustrated that they were unable to conceive and execute on a project they valued. This initial poor experience eroded their trust in the service and their own abilities, and discouraged them from returning to CRAFT.
Our role as service designers was to identify opportunities to make the CRAFT customer experience more comfortable and joyful.
CRAFT is a pay-by-the-hour arts and craft space for adults that seeks to empower its guests to create in a safe, inspirational environment. However, the existing onboarding process for new customers often left them so confused and frustrated that they were unable to conceive and execute on a project they valued. This initial poor experience eroded their trust in the service and their own abilities, and discouraged them from returning to CRAFT.
CRAFT is a pay-by-the-hour arts and craft space for adults that seeks to empower its guests to create in a safe, inspirational environment. However, the existing onboarding process for new customers often left them so confused and frustrated that they were unable to conceive and execute on a project they valued. This initial poor experience eroded their trust in the service and their own abilities, and discouraged them from returning to CRAFT.
CRAFT is a pay-by-the-hour arts and craft space for adults that seeks to empower its guests to create in a safe, inspirational environment. However, the existing onboarding process for new customers often left them so confused and frustrated that they were unable to conceive and execute on a project they valued. This initial poor experience eroded their trust in the service and their own abilities, and discouraged them from returning to CRAFT.
CRAFT is a pay-by-the-hour arts and craft space for adults that seeks to empower its guests to create in a safe, inspirational environment. However, the existing onboarding process for new customers often left them so confused and frustrated that they were unable to conceive and execute on a project they valued. This initial poor experience eroded their trust in the service and their own abilities, and discouraged them from returning to CRAFT.
MY ROLE
MY ROLE
MY ROLE
UX researcher
Service designer
Facilitator
Service Design
Qualitative Research
Participatory Research
Service Design
Qualitative Research
Participatory Research
Service Design
Qualitative Research
Participatory Research
TIMELINE
TIMELINE
TIMELINE
TIMELINE
October 2017 - December 2017
October 2017 - December 2017
October 2017 - December 2017
October 2017 - December 2017
Research
Research
Research
Research
Using contextual inquiries, secret shoppers, and participatory research to understand the customer experience at CRAFT
Using contextual inquiries, secret shoppers, and participatory research to understand the customer experience at CRAFT
Using contextual inquiries, secret shoppers, and participatory research to understand the customer experience at CRAFT
Using contextual inquiries, secret shoppers, and participatory research to understand the customer experience at CRAFT
Using contextual inquiries, secret shoppers, and participatory research to understand the customer experience at CRAFT
To build empathy for both customers and employees at CRAFT, my team and I created both front-of-house and back-of-house research plans. In addition to intercept interviews, we recruited 8 customer participants to do contextual inquiries with us or be secret shoppers. We also interviewed and observed the 2 staff members at CRAFT, asking them to describe and visualize their own experiences and those of their customers.
To build empathy for both customers and employees at CRAFT, my team and I created both front-of-house and back-of-house research plans. In addition to intercept interviews, we recruited 8 customer participants to do contextual inquiries with us or be secret shoppers. We also interviewed and observed the 2 staff members at CRAFT, asking them to describe and visualize their own experiences and those of their customers.
To build empathy for both customers and employees at CRAFT, my team and I created both front-of-house and back-of-house research plans. In addition to intercept interviews, we recruited 8 customer participants to do contextual inquiries with us or be secret shoppers. We also interviewed and observed the 2 staff members at CRAFT, asking them to describe and visualize their own experiences and those of their customers.
To build empathy for both customers and employees at CRAFT, my team and I created both front-of-house and back-of-house research plans. In addition to intercept interviews, we recruited 8 customer participants to do contextual inquiries with us or be secret shoppers. We also interviewed and observed the 2 staff members at CRAFT, asking them to describe and visualize their own experiences and those of their customers.
To build empathy for both customers and employees at CRAFT, my team and I created both front-of-house and back-of-house research plans. In addition to intercept interviews, we recruited 8 customer participants to do contextual inquiries with us or be secret shoppers. We also interviewed and observed the 2 staff members at CRAFT, asking them to describe and visualize their own experiences and those of their customers.
Contextual inquiry with a CRAFTer: The Hunt
Contextual inquiry with a CRAFTer: The Hunt
Contextual inquiry with a CRAFTer: The Hunt
Contextual inquiry with a CRAFTer: The Hunt
Contextual inquiry with a first-time CRAFTer: The Hunt
Contextual inquiry with a CRAFTer: Making
Contextual inquiry with a CRAFTer: Making
Contextual inquiry with a CRAFTer: Making
Contextual inquiry with a CRAFTer: Making
Contextual inquiry with a CRAFTer: Done!
Contextual inquiry with a CRAFTer: Done!
Participatory design, photo by Mariangela Marin
Participatory design, photo by Mariangela Marin
Immersion with staff, photo by Mariangela Marin
Immersion with staff, photo by Mariangela Marin
Synthesis
Synthesis
Synthesis
Synthesis
Mapping the customer experience at CRAFT and creating insights and design principles to identify opportunities to improve the CRAFT service
Mapping the customer experience at CRAFT and creating insights and design principles to identify opportunities to improve the CRAFT service
Mapping the customer experience at CRAFT and creating insights and design principles to identify opportunities to improve the CRAFT service
Mapping the customer experience at CRAFT and creating insights and design principles to identify opportunities to improve the CRAFT service
Using the data we gathered from our research, we mapped the first-time customer experience for CRAFTers.
Using the data we gathered from our research, we mapped the first-time customer experience for CRAFTers.
Using the data we gathered from our research, we mapped the first-time customer experience for CRAFTers.
Using the data we gathered from our research, we mapped the first-time customer experience for CRAFTers.
Using the data we gathered from our research, we mapped the first-time customer experience for CRAFTers.
Through facilitated workshops with our client, we chose to focus our interventions on the three parts of the customer journey that were creating the most serious problems for users: seeking inspiration, hunting for materials, and seeking help.
Through facilitated workshops with our client, we chose to focus our interventions on the three parts of the customer journey that were creating the most serious problems for users: seeking inspiration, hunting for materials, and seeking help.
Through facilitated workshops with our client, we chose to focus our interventions on the three parts of the customer journey that were creating the most serious problems for users: seeking inspiration, hunting for materials, and seeking help.
Through facilitated workshops with our client, we chose to focus our interventions on the three parts of the customer journey that were creating the most serious problems for users: seeking inspiration, hunting for materials, and seeking help.
Through facilitated workshops with our client, we chose to focus our interventions on the three parts of the customer journey that were creating the most serious problems for users: seeking inspiration, hunting for materials, and seeking help.
Seeking Inspiration
Seeking Inspiration
Seeking Inspiration
INSIGHT
INSIGHT
Guests are not able to get inspired because they are presented with one way to get inspiration that doesn't necessarily resonate with them.
Guests are not able to get inspired because they are presented with one way to get inspiration that doesn't necessarily resonate with them.
Guests are not able to get inspired because they are presented with one way to get inspiration that doesn't necessarily resonate with them.
Guests are not able to get inspired because they are presented with one way to get inspiration that doesn't necessarily resonate with them.
DESIGN PILLAR
Our solution must inspire guests in ways that cater to multiple intelligences so that they are empowered to independently problem solve.
Our solution must inspire guests in ways that cater to multiple intelligences so that they are empowered to independently problem solve.
Our solution must inspire guests in ways that cater to multiple intelligences so that they are empowered to independently problem solve.
Our solution must inspire guests in ways that cater to multiple intelligences so that they are empowered to independently problem solve.
Finding Materials
Hunting for Materials
Hunting for Materials
INSIGHT
Guests aren't able to easily access materials because the space is disorienting.
Guests aren't able to easily access materials because the space is disorienting.
Guests aren't able to easily access materials because the space is disorienting.
DESIGN PILLAR
Our solution must reduce the cognitive load of guests searching for crafting materials.
Our solution must reduce the cognitive load of guests searching for crafting materials.
Our solution must reduce the cognitive load of guests searching for crafting materials.
Our solution must reduce the cognitive load of guests searching for crafting materials.
Seeking Help
Seeking Help
Seeking Help
INSIGHT
The small CRAFT staff is focused on completing daily upkeep tasks and digital interactions. Therefore, the customer experience is deprioritized.
The small CRAFT staff is focused on completing daily upkeep tasks and digital interactions. Therefore, the customer experience is deprioritized.
The small CRAFT staff is focused on completing daily upkeep tasks and digital interactions. Therefore, the customer experience is deprioritized.
The small CRAFT staff is focused on completing daily upkeep tasks and digital interactions. Therefore, the customer experience is deprioritized.
DESIGN PILLAR
Our solution must enable CRAFT management and employees to view customer service as a skillset that can be improved.
Our solution must enable CRAFT management and employees to view customer service as a skillset that can be improved.
Our solution must enable CRAFT management and employees to view customer service as a skillset that can be improved.
Ideation and Prototyping
Ideation and Prototyping
Ideation and Prototyping
Ideation and Prototyping
Using our insights and design pillars as guides to plan and implement interventions
Using our insights and design pillars as guides to plan and implement interventions
Using our insights and design pillars as guides to plan and implement interventions
We created three prototypes to address the core problems we found during synthesis.
We created three prototypes to address the core problems we found during synthesis.
We created three prototypes to address the core problems we found during synthesis.
We created three prototypes to address the core problems we found during synthesis.
SEEKING INSPIRATION
Inspiration Gumballs
Inspiration Gumballs
Inspiration Gumballs
It was one of the client’s core values that customers should not be provided example pieces as inspiration because she believed a key part of the CRAFT experience was enabling CRAFTers to stretch as creators, not simply copy others’ work. With that constraint in mind, we created the Inspiration Gumballs, two old-fashioned gumball machines that dispensed prompts for "thingamajig"s (something you could make) and "theme"s (a style you could emulate). These could provide users with an idea or stimulate them into branching off into their own ideas.
It was one of the client’s core values that customers should not be provided example pieces as inspiration because she believed a key part of the CRAFT experience was enabling CRAFTers to stretch as creators, not simply copy others’ work. With that value proposition in mind, we created the Inspiration Gumballs, two old-fashioned gumball machines that dispensed prompts for "thingamajig"s (something you could make) and "theme"s (a style you could emulate). These could provide users with an idea or stimulate them into branching off into their own ideas.
It was one of the client’s core values that customers should not be provided example pieces as inspiration because she believed a key part of the CRAFT experience was enabling CRAFTers to stretch as creators, not simply copy others’ work. With that value proposition in mind, we created the Inspiration Gumballs, two old-fashioned gumball machines that dispensed prompts for "thingamajig"s (something you could make) and "theme"s (a style you could emulate). These could provide users with an idea or stimulate them into branching off into their own ideas.
It was one of the client’s core values that customers should not be provided example pieces as inspiration because she believed a key part of the CRAFT experience was enabling CRAFTers to stretch as creators, not simply copy others’ work. With that value proposition in mind, we created the Inspiration Gumballs, two old-fashioned gumball machines that dispensed prompts for "thingamajig"s (something you could make) and "theme"s (a style you could emulate). These could provide users with an idea or stimulate them into branching off into their own ideas.
It was one of the client’s core values that customers should not be provided example pieces as inspiration because she believed a key part of the CRAFT experience was enabling CRAFTers to stretch as creators, not simply copy others’ work. With that value proposition in mind, we created the Inspiration Gumballs, two old-fashioned gumball machines that dispensed prompts for "thingamajig"s (something you could make) and "theme"s (a style you could emulate). These could provide users with an idea or stimulate them into branching off into their own ideas.
Photo by collaborator Adam Chasen
Photo by collaborator Adam Chasen
Photo by collaborator Adam Chasen
Photo by collaborator Adam Chasen
Film noir photo by Roy Clarke
Film noir photo by Roy Clarke
Film noir photo by Roy Clarke
Film noir photo by Roy Clarke
HUNTING FOR MATERIALS
Wayfinding Mats
Wayfinding Mats
Wayfinding Mats
Since the client was reluctant to place labels near the materials because the walls were already so busy with the many supplies available for CRAFTers, we created Wayfinding Mats that pointed to the materials we most often observed customers fruitlessly searching for.
Since the client was reluctant to place labels near the materials because the walls were already so busy with the many supplies available for CRAFTers, we created Wayfinding Mats that pointed to the materials we most often observed customers fruitlessly searching for.
Since the client was reluctant to place labels near the materials because the walls were already so busy with the many supplies available for CRAFTers, we created Wayfinding Mats that pointed to the materials we most often observed customers fruitlessly searching for.
Since the client was reluctant to place labels near the materials because the walls were already so busy with the many supplies available for CRAFTers, we created Wayfinding Mats that pointed to the materials we most often observed customers fruitlessly searching for.
SEEKING HELP
Design Thinking Toolkit
Design Thinking Toolkit
Design Thinking Toolkit
To help the CRAFT staff adapt their culture to be more customer-centered, we created a CRAFT-specific Design Thinking Toolkit.
To help the CRAFT staff adapt their culture to be more customer-centered, we created a CRAFT-specific Design Thinking Toolkit.
To help the CRAFT staff adapt their culture to be more customer-centered, we created a CRAFT-specific Design Thinking Toolkit.
Iteration
Iteration
Iteration
Iteration
Learning from our first prototypes and creating better interventions for CRAFT
Learning from our first prototypes and creating better interventions for CRAFT
Learning from our first prototypes and creating better interventions for CRAFT
After implementing our first three interventions, we conducted a round of evaluative research with new secret shoppers, contextual inquiries, and staff interviews. Our new data showed us how we could improve upon our prototypes.
After implementing our first three interventions, we conducted a round of evaluative research with new secret shoppers, contextual inquiries, and staff interviews. Our new data showed us how we could improve upon our prototypes.
After implementing our first three interventions, we conducted a round of evaluative research with new secret shoppers, contextual inquiries, and staff interviews. Our new data showed us how we could improve upon our prototypes.
After implementing our first three interventions, we conducted a round of evaluative research with new secret shoppers, contextual inquiries, and staff interviews. Our new data showed us how we could improve upon our prototypes.
SEEKING INSPIRATION
Idea Cards
Idea Cards
Idea Cards
Customers enthusiastically used the Inspiration Gumball machines, pleased by the nostalgia of the physical process of turning the lever and opening their “gumballs.” However, while some did find the prompts inspiring, many found them to be too prescriptive or referencing styles or artists they weren’t familiar with.
To address those findings, we created Idea Cards, a set of more general ideas users could flip through to browse a series of possible inspiration options. In addition to eliminating the Themes, we also included more prompts that reflected the goals of the CRAFTers we had observed, such as making a gift, or creating a decoration for a holiday.
Customers enthusiastically used the Inspiration Gumball machines, pleased by the nostalgia of the physical process of turning the lever and opening their “gumballs.” However, while some did find the prompts inspiring, many found them to be too prescriptive or referencing styles or artists they weren’t familiar with.
To address those findings, we created Idea Cards, a set of more general ideas users could flip through to browse a series of possible inspiration options. In addition to eliminating the Themes, we also included more prompts that reflected the goals of the CRAFTers we had observed, such as making a gift, or creating a decoration for a holiday.
Customers enthusiastically used the Inspiration Gumball machines, pleased by the nostalgia of the physical process of turning the lever and opening their “gumballs.” However, while some did find the prompts inspiring, many found them to be too prescriptive or referencing styles or artists they weren’t familiar with.
To address those findings, we created Idea Cards, a set of more general ideas users could flip through to browse a series of possible inspiration options. In addition to eliminating the Themes, we also included more prompts that reflected the goals of the CRAFTers we had observed, such as making a gift, or creating a decoration for a holiday.
HUNTING FOR MATERIALS
HUNTING FOR MATERIALS
Hanging Signs
Hanging Signs
Hanging Signs
Though, when asked, customers said they liked the Wayfinding Mats all right, in reality they did not use them at all. There was so much furniture in CRAFT that the line of sight to the Wayfinding Mats was blocked until customers were right on top of them, at which point they preferred to just look at the walls to find the materials they wanted.
In response, we designed Hanging Signs that could be seen from any location in the main room at CRAFT.
Though, when asked, customers said they liked the Wayfinding Mats all right, in reality they did not use them at all. There was so much furniture in CRAFT that the line of sight to the Wayfinding Mats was blocked until customers were right on top of them, at which point they preferred to just look at the walls to find the materials they wanted.
In response, we designed Hanging Signs that could be seen from any location in the main room at CRAFT.
Though, when asked, customers said they liked the Wayfinding Mats all right, in reality they did not use them at all. There was so much furniture in CRAFT that the line of sight to the Wayfinding Mats was blocked until customers were right on top of them, at which point they preferred to just look at the walls to find the materials they wanted.
In response, we designed Hanging Signs that could be seen from any location in the main room at CRAFT.
SEEKING HELP
Staff Training
Staff Training
Staff Training
After soliciting feedback from the owner of CRAFT, we facilitated a training session about the Toolkit’s concepts with the CRAFT staff members. With that knowledge, CRAFT’s owner then conducted an interview with a customer.
After soliciting feedback from the owner of CRAFT, we facilitated a training session about the Toolkit’s concepts with the CRAFT staff members. With that knowledge, CRAFT’s owner then conducted an interview with a customer.
After soliciting feedback from the owner of CRAFT, we facilitated a training session about the Toolkit’s concepts with the CRAFT staff members. With that knowledge, CRAFT’s owner then conducted an interview with a customer.
CRAFT's owner interviewing a customer, photo by collaborator Adam Chasen
CRAFT's owner interviewing a customer, photo by collaborator Adam Chasen
CRAFT's owner interviewing a customer, photo by collaborator Adam Chasen
Outcome
Outcome
Outcome
Outcome
Eighteen months later, the Inspiration Gumballs, Idea Cards, and wall signs are still in place and regularly used by customers. Both experienced CRAFTers and the client stakeholders have also reported a positive shift in their interactions.
Eighteen months later, the Inspiration Gumballs, Idea Cards, and wall signs are still in place and regularly used by customers. Both experienced CRAFTers and the staff have also reported a positive shift in their interactions.
Eighteen months later, the Inspiration Gumballs, Idea Cards, and wall signs are still in place and regularly used by customers. Both experienced CRAFTers and the staff have also reported a positive shift in their interactions.
Eighteen months later, the Inspiration Gumballs, Idea Cards, and wall signs are still in place and regularly used by customers. Both experienced CRAFTers and the staff have also reported a positive shift in their interactions.
"Working with you has inspired me to be more systematic and have more empathy with the guests/customers. We already rearranged parts of the studio and changed the tour based on your observations and recommendations."
"Working with you has inspired me to be more systematic and have more empathy with the guests/customers. We already rearranged parts of the studio and changed the tour based on your observations and recommendations."
"Working with you has inspired me to be more systematic and have more empathy with the guests/customers. We already rearranged parts of the studio and changed the tour based on your observations and recommendations."
Eli, owner and founder at CRAFT
Eli, owner and founder at CRAFT
Eli, owner and founder at CRAFT
Copyright 2021 Mary Hannah Duhon