USER EXPERIENCE DESIGN · Savannah, GA.
How might we improve the coffee experience at foxy?
· Mobile APP + Waiting experience RE-DESIGN ·
Project developed with Lindsay Courtney and Carolina Jakubowski
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 spaces 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 lead to a congested Foxy Loxy that was not prepared for the heavy flow of clients, specially during SCAD hours. We conducted contextual research for three months which included: secondary research, fly on the wall observations, interviews, a day in life, draw your experience, stakeholders map, competitive analysis, surveys, user journey and personas.
Draw your experience by Savannah LaCroix, Lucila Conen and Chetan Kunwar
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.
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
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.
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.
Link to access app prototype:
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.