KG Food Groups
This project focuses on improving operations and customer satisfaction at KG Food Group and Catering Services, which operates primarily within the VISTAS University campus.
Process
Research and Analysis
Problem Identification: Created a detailed problem map that visually categorized issues into Quality & Pricing, Customer Service, and Operational failures.
User Segmentation: Identified two key user segments with different needs: Students (the majority) and Staffs (teaching and non-teaching faculty).
Competitor Analysis: Evaluated seven campus competitors (e.g., Smoke Griller, Zan Cafe) across factors like pricing, quality, and staff interaction, which validated that KG Food Group had Very poor staff interactions and Over priced food.
Service Mapping & Blueprinting
Customer Journey Mapping: Created a detailed map showing user steps from "Entering Canteen" to "Eating," which successfully isolated the pain points (e.g., negative feelings during ordering and receiving the receipt) and identified opportunities for intervention.
Service Design Blueprint: Developed a comprehensive blueprint to map the visible Frontstage Actions (staff taking orders) with the hidden Backstage Actions (processing payment, checking stock) and Support Processes (scheduling system, inventory). This provided a holistic view of process dependencies and bottlenecks.
CVP Mapping: Visualized the current Value Proposition (e.g., basic food services, snacks) against the Customer Segment to identify where service delivery was falling short of customer needs.
Proposed Solutions (The Service Design Recommendations)
The blueprinting process directly informed specific, actionable suggestions:
Operational Efficiency: Proposed increasing staff to reduce wait times and improve cleaning; implementing a robust inventory system to prevent "Lack of Dishes available" ; and introducing Digital Menu Boards to ensure real-time price and availability updates.
Technology & Process Improvement: Suggested installing a smart card system linked to the university portal to eliminate cash/card payment issues and huge wait times.
Sanitation: Recommended strict rules for washing dishes and having a permanent stock of disposable cutlery and tissues.
Service Design Blueprint ^
Problem Validation (Evidence & Findings)
Validation Source: The problems were validated through direct observation and the Customer Journey Map.
Key Validation Points: The map highlighted users' negative feelings and thoughts (sad faces, frustrated emojis) during the "Wait and Receive the order" stage, directly supporting the "Delayed Service" and "Rude Staff" pain points. The User Profile (Ananya Anand) defined the core need to "Minimize time spent in the canteen", which the current service was failing to meet.
Service Experience Design
Space Management: Suggested reorganizing the space using individual chairs/tables to prevent overcrowding and utilize space more efficiently.
Ambiance Improvement: Recommended adding a designated area for students to discuss and increasing the number of trash bins for disposable waste, directly addressing the "Ambiance isn't very welcoming" issue.
Conclusion
Achievement: Successfully utilized the Service Design Blueprint methodology to diagnose complex, interconnected failures across the entire service ecosystem (people, process, and physical evidence) of the KG Food Group.
Key Learning: The project emphasized that the Backstage actions (inventory management and staff training) directly influence the Frontstage Customer Experience (dish availability and service speed). Effective service design is as much about streamlining operations as it is about customer smiles.
Future Impact: Implementation of the Smart Card System and Increased Staffing would be the highest priority, leading to measurable improvements in service speed and transaction efficiency, thereby directly satisfying the students' goal to consume meals efficiently during short breaks.