Ryan Spears
My Roles:
Researcher:
We began our process by scoping out Service brewing and conducting competitive research with local breweries utilizing the non-participant observation method. We then sought out contextual interviews with employees and customers. I took initiative to conduct in-depth interviews with one of the owners of service brewing and a then prospective brewer. Our research for ideation was based on our findings and through online ethnography.
Video Editor:
Our team wanted to breath a little life into our finished product by utilizing stop motion to highlight the theory of marginal gains. I took photos of each contribution to service brewing and compiled them.
Service analysis and blueprint developer:
Our Project:
Our team created a laser-cut 3D model of the Service Brewing building out of cardboard. We represented our solutions by color-coding them.
Skills applied: Research | Service Mapping | Blueprinting
Context:
Local establishment, service brewing has found its home in Savannah as a beloved brewery. Their original focus was towards medium scaled distribution and in recent years the owners implemented a "brewing in the back, service in the front model of tap-house." They have a dedicated community, charity effort and a love of beer and veterans.
Service has a "Service" Problem:
Service is experiencing culture shock, as local brewers create experimental beers, new apartments enter the market and students arrive on ground for SCAD. They haven't updated their current tap-house model since the pandemic and require a service tune up. The hard truth is that service lacks simple features for a prolonged experience for die-hards or a welcoming one for new-comers.
Food, Service and schedule
Our team found that food was a hot topic among long-term customers and non-initiated ones. prospective customers were likely to leave if food trucks were not available when they arrived. They also didn't have physical postings of truck schedules and the steps of the journey of ordering were frequently disrupted.
01.
Signage
Service Brewing suffers from inadequate signage. They lack signs that welcome potential customers to the front door, their main chalkboard menu board is too small to read and they have no signage to direct customers towards the restroom and other facilities.
03.
Charity
Service prides itself on their charitable activities, going as far as creating an ingenious work-around in order to provide beer for charitable events. While events have decent turnout, the owners admit that the charities lack visibility within the taproom space during regular business hours.
02.
Whats Fermenting behind the scenes:
Games
when asked about games many customers said they enjoyed them and wanted expanded offerings. They seemed to be popular especially during the weekend.
04.
Interior
The current interior design reflects the needs of the pandemic, provides no back support (important for a veteran friendly establishment), and has no common space aside from the bar.
05.
Second Item
Write a description
Problem:
The Service brewing customer experience lacks a lasting cohesive food and drink experience, proper CX in their tap-house or awareness for their seasonal charities
Stakeholder map
ecosystem Map
In-depth Interview insights
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Breweries can become overwhelmed by distribution goals, other services go by the wayside
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Service brewing management is beer focused, but understands customers food concerns
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Owners are unconcerned with navigation issues
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Service wants to update interior and innovate charity engagment
Contextual Interview insights
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Spatial layout is disorienting
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Service is short-staffed
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Regulars and tourists the bulk customer bas
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customer experiences differ greatly (staff is not trained consistently)
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Ordering food is complicated and redundant process
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Private events are important for revenue
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Customers are not always sure which events are open for public
01
Ordering System
Our team found that food was a hot topic among long term customers and non-initiated ones. They have
02
Signage
We created table that serves as a space for facilitating activities and displaying promotional resources for seasonal charities.
03
Interior
Our team added more games for customer interaction, like foosball, pool and cornhole.
04
Games
Our team added more games for customer interaction, like foosball, pool and cornhole.
05
Charity Table
We created table that serves as a space for activities and promotional resources for seasonal charities.
06
Partition
Our team added more games for customer interaction, like foosball, pool and cornhole.
Our Solution:
We decided to build a model and make adjustments to Service brewing utilizing the theory of marginal gains as our main method of service improvement.
01
Ordering system
Our team found that food was a hot topic among long term customers and non-initiated ones. They have
02
Second item. Click to edit.
We created table that serves as a space for facilitating activities and displaying promotional resources for seasonal charities.
03
Games
Our team added more games for customer interaction, like foosball, pool and cornhole.
