Wu Pao-Chun Service Design Project
Revitalizing an Artisanal Bakery Experience.
Intro
Wu Pao-Chun, a renowned bakery chef from Taiwan, gained international acclaim by winning the 2010 'Coupe du Monde de la Boulangerie' bread competition in Paris. However, the store encountered a bottleneck in its expansion due to new competition from emerging bakery brands. This project aims to revitalize the customer experience by introducing a Scenario-Based Experience Proof-of-Concept event. This shift focuses on customer-centric experiences rather than just products, differentiating the bakery from younger, emerging competitors, and reconnecting with its artisanal bakery roots.
My Role
Service Designer Photographer Graphic Designer
Project Type
Service Design
Timeline
Apr 2019 - Aug 2019
Team
Wu Pao-Chun Bakery Team. Cheng-Chi University TIIPM Research Team - Delfina, Charlene. Soochow University MBA Team - Dr. Su-Hua Ou, Yi-Lin, Yang Fan.
Responsibilities
Conducted customer and research internal staff interviews to inform design decisions.
Created personas and customer journey maps based on research findings and insights.
Captured product photography, designed the menu, and planned the overall store design.
Curated store layout and product selection for an enhanced customer experience.
Managed communications with suppliers.
Impact of Project
Outcome
We drove store traffic up by 13.2% and achieved an 11.7% increase in sales compared to other events by proposing the “Picnicking Under the Eiffel Tower” event, which established a foundation for future company popup events.
Event Scheduling Overlaps
The first challenge that caught us off guard was the discovery of two events happening simultaneously due to prior company planning. This unexpected overlap created scheduling conflicts and posed logistical and design challenges, requiring us to quickly find effective solutions to harmonize these concurrent activities.
Bakery Store Limitations
There was some limitations due to the physical constraints of their bakery store. In particular, certain essential hardware elements could not be relocated, limiting our ability to reconfigure the space for a better shopping experience.
Overburdened Frontline Staff
Their frontline staff already have demanding workload. They were engaged in preparing for upcoming company events, leaving little room for additional tasks and responsibilities.
We conducted interviews with Wu Pao-Chun to understand the current state of his store. We discovered a growing presence of younger competitors and a waning champion boulangerie image, along with a lack of planning for enhancing the in-store customer experience.
Chaotic Store Traffic Flow
One major issue was the disorderly store traffic flow, which left little room for customers to move freely. This led to concerns, such as a pregnant women feeling uneasy due to the narrow walkways.
Unorganized Bread Selection
A problem we saw was the extensive variety of bread, which paradoxically made it difficult for customers to choose. While the bread quality was exceptional, there was a lack of proper curation to attract and guide customers.
Missing the Champion's Prestige
Some customers felt that the store didn't exude the premium ambiance expected of an internationally renowned bakery champion. They found the menu and social media imagery lacking the appeal and quality associated with championship bakeries.
Following these findings, our goal was to plan and design a Proof-of-Concept event that would highlight the champion status and the story of a champion bread artisan. Simultaneously, we aimed to introduce an event system that would enable further adaptability and planning for their brand.
We conducted extensive investigations to gather inspiration and identify potential opportunities. Recognizing the busy schedules of the frontline staff, we took great care not to disrupt their work while seeking to understand their thoughts and perspectives. This involved visiting their bakery, conducting interviews with staff, and initiating conversations to build positive relationships, all while observing consumer behavior on-site.
Opportunities - Great Quality, Great Location.
We then mapped the customer journey based on our research and interviews with our defined persona, identifying design and business opportunities for this project. We also aimed to highlight the professionalism and artisanship of the bakery team. Additionally, their location near the 101 Tower, with a mix of local and international visitors, offered opportunities for growth and success.
Design & Prioritization Workshop
During the pitch with the Wu Pao-Chun team, we had the opportunity to thoroughly understand the limitations they faced, gather insights about their preferred ideas, and discuss how to effectively execute those concepts. Given the challenges at hand, we focused on three key aspects:
Redesigning the flow and movement within the store to create a more comfortable and enjoyable experience for customers.
Creating scenario-based experiences that showcase the product quality, boost purchasing demand, and enhance customer engagement.
Establishing a consistent online brand experience that aligns with their offline presence to revitalize their bakery's champion artisanal image.
Design Concept
The concept of the design was inspired by Wu Pao-Chun's brand statement, "I like to understand the world through bread." This served as a starting point to demonstrate the brand's core philosophy and offer a systematic model for cultural bread experiences from different countries, all while showcasing artisanal bakery. Thus, we started the series with France, scheduling the first event for Bastille Day (France's important national holiday).
Redeisgn the Flow and Movement
Within the constraints of rearranging chairs, tables, and queue posts, we created a more open and spacious environment, enhancing the shopping experience while also imparting a sense of improved hygiene. The removal of barriers, such as queue posts, contributed to this perception, ultimately benefiting both the store's flow and overall impression.
Scenario Design: Picnicking Under the Eiffel Tower
To portray French bread culture and the spirit of craftsmanship, this design is centered around the theme of "Picnicking Under the Eiffel Tower," offering our customers a scenario of having breakfast while picnicking beneath the iconic landmark. By focusing solely on French-related bread products in the selection area, we've established a thematic approach, reducing the dilemma of choosing among too many options. The sales area was reconfigured to feature French bread alongside complementary products such as jam, olive oil, and vinegar, promoting cross-selling, and creating a living tableau of this lifestyle.
Reimagining an Artisanal Bakery Champion
To align the bakery more closely with the concept of an artisanal champion, we created a new bilingual menu with French-themed meals, planned their social media strategy, and conducted professional photography to emphasize artisanal baking techniques, enhancing their brand's image and engagement with customers.
On the event day, we added prestige to the opening ceremony by inviting the French Ambassador of Taiwan, Benoit Guide, and the former Taiwan Ambassador of France, Ching-Long Lu. It was heartening to witness the frontline staff's active participation, reflecting the event's theme. Customers were equally enthusiastic, engaging with the food, capturing moments with photographs, displaying joyful smiles while savoring their meals, and thoroughly exploring the menu.
Opening Ceremony
French ambassador of Taiwan Benoit Guide and former Taiwan ambassador of France Ching-Long Lu invited to participate in the opening ceremony.
Passionate Staffs
Frontline staff in the kitchen prepared meals for the customers. This new concept sparked enjoyment and even led to some of them proposing new ideas for it.
Intrigued Customers
Customers began taking pictures and expressed their interest in learning more about the cultural relevance of the bread.
Look Holistically, Not Just at Touchpoints
Great service doesn't solely come from individual touch points; it's the seamless connection and alignment of these touch points that creates a compounding effect, forming a continuous service experience.
Communicate with All Stakeholders
Effective communication should extend beyond just the owner and the customers, it should involve all relevant stakeholders, including the front line staff. This inclusive approach makes sure that the design considers the needs and perspectives of everyone involved.
Focus on the Experience, Not Just the Product
Shifting the focus from the product to the overall customer experience is crucial. In this case, it allowed other products to receive the attention they deserved, highlighting the importance of providing a holistic and engaging experience for customers.
Next Project
Christmas at the Royal Albert Hall
A Symphony of Holiday Wonder
My journey into photography began with a fascination for the natural world, drawing inspiration from the pages of National Geographic. Over time, my lens has evolved to authentically capture life's moments. I was very fortunate to be invited to document the behind-the-scenes of "Christmas at the Royal Albert Hall" with American Hollywood composer Michael Giacchino and the Royal Philharmonic Orchestra, intimately documenting the rehearsal process, and focusing my lens to convey the raw emotions of the actors, musicians, and singers.
