Foxy Loxy
DIGITAL & PHYSICAL EXPERIENCE RE-DESIGN for FOXY LOXY CAFE
2018 · Savannah, GA.
A digital & physical experience
to elevate one of Savannah’s
favorite coffee shops
Since we wrapped up our engagement, Foxy Loxy has implemented some of the proposed solutions such as the Express Line (A pick-up window, in the same location we prototyped), as well as the space re-design and digital services to order ahead.
My role
• Plan and execute semi-structured moderated interviews with Foxy’s customers & employees to empathize
with current needs, pains, and opportunities
• Implement contextual research methods to immerse ourselves in the Foxy Loxy experience
• Synthesize data points collected into actionable insights
• Lead digital experience by developing key UX artifacts, including Information Architecture, user flows, low to high-fidelity wireframes, and prototypes
• Lead visual language and system for the overall experience
How might we…
How might we extend Foxy’s beloved in-person experience into a digital app experience for users?
How might we understand current coffee shop trends in order to predict and innovate for the future?
How might we ease congestion and waiting time for users while improving the employee experience as well?
Meet the Fox!
Foxy Loxy is one of the most iconic and beloved coffee shops in Savannah. Jenn Jenkins, SCAD alumni, conceived Foxy as a safe place for students to study and have access to a studio space that she felt Savannah lacked. Without expecting it, Foxy turned into the number one spot for multiple things like studying, catching up with friends, having formal meetings and visiting the events available. This success led to a congested Foxy Loxy that was not prepared for the heavy flow of clients, specially during SCAD hours.
We conducted contextual research for six months, including, secondary and primary research, immersion, moderated interviews, competitive analysis, user journeys and personas, wireframing and prototyping.
Draw your experience by Savannah, Lucila and Chetan
Anchor Words
Authentic, Community, Consistent,
Congestion, Nostalgia, and Tradition.
From our research we noticed how important it was to develop a new experience that was more efficient and responsive to the client’s flow while preserving Foxy’s unique personality. We also found out that Foxy’s clients expect a consistent experience every time they visit and this is link to the nostalgia associated to the place and the traditions behind it. The community built around Foxy is big and strong, we wanted to take advantage of it to improve the congestion.
Insights
Users organically control the flow of activities.
Users strategize to avoid congestion and long wait times.
“My Foxy”: Users feel a sense of ownership and attachment
Proposals
The research made us realize that Foxy needed to different approaches: one digital and one physical.
· Digital Experience: A component to improve the experience while providing the same home welcoming feeling.
· Physical/Waiting experience: Redesign the waiting experience to ease the congestion and alter perception of waiting time.
Waiting Experience
The Express Line suggested was implemented by Foxy Loxy in 2022
Photography by Vibrahc, Feb 2022
Prototyping & re-designing the waiting experience
In order to improve the waiting experience we designed the Express Line. A service that complements the app by allowing costumers to access their go-to orders through a side window. In order to build the Express Line we had to understand first which where the main products ordered and the times this service would be offered. We prototypes this idea three times offering different products, using different days of the week and times. The conclusion was that the line was a solution that customers were interested in and wanted it to stay, the products offered must include kolaches, a variety of breads, cold brews and Single Origin/Foxy blend coffee.
With each iterations we tried multiple visual approaches in order to explain what the service was about. The most successful one is showcased underneath. This prototype included arrows and a navigational system that made it easier. We also included signs higher than usual which allowed customers to see it from the other side of the sidewalk and anticipate that something new was taking place.
For the customers who didn’t fit into the express line, because their products were not included in the list or just didn’t require the service because they are not in a rush, we re-designed the waiting experience on the inside as well. The sofa that Foxy used to have right in front the fire place was removed in order to provide more waiting space for customers. The need for feedback was one of our biggest insights which made us propose a digital system that notifies customers when their order is ready instead of the system currently used by Foxy of shouting names. This new feedback system allowed customers to keep track of their product without standing next to the coffee bar causing congestion and increasing the flow confusion.
Digital Experience
App Wireframes
The Foxy app was developed taking into account the most important issue: ease congestion. Foxy currently offers the possibility to order online but with a limited menu. We prototyped the possibility of offering a full menu that included drinks and this allowed to reduce congestion as customers were able to order for pickup. Most orders include a coffee and pastry which made vital to offer both things through online ordering.
The “Foxy Now” feature allows customers to post real-time reports of the congestion at the coffee shop so that incoming customers know what to expect and decide if they are willing to wait in line or not. This helps reduce the anxiety while waiting as well as going through a bad time due to waiting and having to leave because you’re running late (most SCAD students case).
The app also includes a calendar featuring all the events for the month as well as a music section for customers to add their own song to Foxy’s playlist. The possibility to personalize your experience while you are at Foxy, and being able to take it home with you through ordering online or the playlists, completely changed the customer’s experience.
TEAM: Lindsay Courtney, Caroline J & Natalie Budiman