Over two decades ago, the cultural phenomenon known as the 'Hallyu' or the Korean wave emerged. This movement sought to propagate South Korean culture worldwide, encompassing music, cinema, television series, fashion, beauty, and gastronomy. Through this concerted endeavor, South Korean culture has achieved widespread recognition; its artists rank among the most prominent on streaming platforms, and its films and actors have garnered acclaim in prestigious awards. As a result, there has been a notable increase in attendance at South Korean dining establishments and bars.
I've been lucky to both enjoy Wabar as a regular visitor and work there for quite some time. This special Korean bar mainly welcomes young adults in their twenties and thirties who really love Korean traditions. They serve a menu full of delicious Korean food and drinks. The place is decorated with pictures of famous people and screens playing Korean music, creating a vibrant cultural atmosphere. I started as a customer in 2020 and later took on the roles of cashier and attendant in 2021. This gave me a deep understanding of how the place runs. It was a learning experience, from managing tables to handling orders and payments. It was an eye-opening time that helped me understand how the bar operates.
A distinctive feature is that individual tabs for customers are not available; instead, all orders are consolidated by table. For those who prefer to stand or move around, such as at the counter, payment is required at the time of placing the order, necessitating a visit to the cash register. Although there is a system at the cash register, only the cashier possesses this access. It is worth noting that attendants do not have any means of recording orders, which can lead to occasional errors and delays in service. This is especially noticeable during the transition from attending to a customer, processing the order at the cash register, and relaying the details to the next staff member. Furthermore, there is no integrated system linking the cash register with the kitchen. Consequently, a staff member must manually collect all food orders, go to the kitchen, and personally deliver the orders to the designated recipient.
During peak hours, a bottleneck forms at the cash register due to the single point of payment. The staff member is tasked with both settling the tab for a table and handling individual customer payments. Upon exiting, the security personnel stationed at the door approach customers, inquire about their table, and then phone the cash register to verify the payment status. This process, however, can be inefficient, as customers may not recall their table number, may opt to split the bill due to remaining guests, or, in some instances, may not provide accurate information.
In light of these challenges, I aim to formulate a solution that will not only enhance operational efficiency but also enhance the experiences of both customers and staff members. To develop this solution I used a 5-stage Design Thinking model proposed by the Hasso Plattner Institute of Design at Stanford (empathize, define, ideate, prototype and test). This endeavor is focused on expediting various processes, potentially resulting in enhanced revenue, as instances of customers departing without settling their bill would be diminished. Moreover, it shows potential in addressing concerns related to delays in service and the time it takes for customers to leave the bar.
To carry out this work, I conducted both quantitative and qualitative research, along with a benchmark analysis. The quantitative research included desk research and online surveys, while the qualitative research involved shadowing observations and a section of the online survey, which included open-ended questions for users to respond to. Both qualitative and quantitative research were conducted in April 2023.
Here is the initial version of the CSD matrix before conducting user research.
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Initial CSD matrix: elevating the Wabar experience.
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