Experience Redesign

Project Overview

Project Name: Stomping Grounds/Bar La Tosca Experience Redesign
Role: Experience Designer (Collaborated with a Team)
Project Type: UX/Service Design

Summary:
The Stomping Grounds/Bar La Tosca Experience Redesign aimed to enhance the overall customer experience by leveraging sensory design principles. Our team conducted a comprehensive sensory audit of the space, analyzing the environment through the lens of sight, sound, touch, and smell. Using this data, we proposed targeted changes to improve wayfinding, create a cohesive atmosphere, and foster a more inviting and memorable experience for patrons.

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Problem Statement

The Challenge:
The cafe’s existing environment was cluttered, visually overwhelming, and lacked intuitive wayfinding. The space felt disjointed, with inconsistent themes across seating areas, a chaotic counter setup, and an underwhelming entrance experience. These factors contributed to a fragmented customer journey and decreased overall satisfaction.

Key Insights from Field Research:

• Entrance: Visually busy, lacked cohesive signage, and created a sense of compression upon entry.
• Counter Area: Disorganized setup with no clear guidance, creating confusion during the ordering process.
• Seating Area 1: Dim lighting and uneven elevation changes impacted comfort and spatial perception.
• Seating Area 2: Dark tones and compressed seating arrangements led to a lack of intimacy and visual harmony.

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Hypothesis & Goals

Hypothesis:
By enhancing the sensory environment of the space, we believed that we could create a more intuitive, comfortable, and visually cohesive experience for patrons, ultimately improving customer satisfaction and fostering brand loyalty.

Project Goals:

• Improve wayfinding by introducing clear signage and orientation cues.
• Create a cohesive identity by redesigning visual, auditory, and tactile elements.
• Foster intimate one-on-one interactions through optimized seating arrangements and ambient enhancements.
• Enhance the olfactory experience by infusing subtle, inviting coffee aromas throughout the space.

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Research & Discovery

Sensory Audit & Field Notes

Our team conducted multiple site visits to observe and document the sensory experiences across four key areas:

1. Entrance
   • Medium noise levels with cluttered visual elements.
   • Inconsistent lighting, overwhelming bulletin board, and lack of clear signage.
   • Confined space creating a feeling of compression upon entry.
2. Counter Area
   • Clanking of dishes and machine noises, creating auditory chaos.
   • Lack of a visible menu, leading to ordering confusion.
   • Dim lighting and inconsistent thematic decor.
3. Seating Area 1
   • Dim lighting contributed to a lack of visual clarity.
   • Overhead speakers were too loud, impacting comfort.
   • Level changes created uneven spatial experiences.
4. Seating Area 2
   • Compressed seating arrangements with limited movement.
   • Dark color tones, making the space feel enclosed and less inviting.
   • Inconsistent bar theme, contributing to visual dissonance.

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Design Process

1. Ideation & Brainstorming

We brainstormed solutions based on sensory feedback and identified key areas for intervention. Our goal was to align the design with customer expectations while addressing sensory gaps in the environment.

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2. Proposed Solutions

Entrance Area:

• Introduced cohesive signage to guide patrons and reduce visual overload.
• Relocated bulletin board to declutter entryway and create a more focused visual experience.
• Adjusted lighting to create a welcoming ambiance.

Counter Area:

• Cleaned up counter space and reoriented the layout for intuitive navigation.
• Added physical and digital menu options to reduce confusion.
• Enhanced coffee aromas to create a stronger olfactory connection with the brand.

Seating Area 1:

• Improved overall lighting to balance ambiance and visibility.
• Optimized speaker placement to distribute sound evenly.
• Adjusted elevation changes to provide a smoother, more cohesive spatial experience.

Seating Area 2:

• Redesigned the bar area to establish a unified theme.
• Added wall decor and brighter lighting to create a more inviting atmosphere.
• Rearranged seating for improved flow and intimacy.

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User Testing & Refinement

3. Prototype Testing & Iterations

We implemented a prototype of the new layout and design changes, then conducted user testing to evaluate:

• Ease of wayfinding and orientation.
• Visual harmony and theme consistency.
• Sound distribution and comfort levels.

Key Findings:

• Patrons reported improved clarity in navigation due to new signage.
• Enhanced lighting and thematic cohesion created a more immersive atmosphere.
• Changes in seating arrangements encouraged longer stays and one-on-one interactions.

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Final Deliverables

Final Experience Design

• Redesigned entrance with simplified visuals, clear signage, and ambient lighting.
• Reoriented counter space with added menu options and enhanced coffee smells.
• Balanced seating areas with optimized lighting, seating flow, and thematic consistency.

Documentation & Presentation:

• Comprehensive sensory audit report with detailed recommendations.
• Visual mood boards and sensory maps.
• High-fidelity designs for all proposed changes.

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Results & Impact

Positive Outcomes:

• Improved customer satisfaction due to reduced visual overload and enhanced sensory experiences.
• Increased engagement through clearer wayfinding and more comfortable seating arrangements.
• Enhanced brand identity by creating a cohesive sensory journey that engages all five senses.

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Key Learnings & Reflections

• Sensory design plays a critical role in shaping customer perceptions and behavior.
• Incorporating diverse sensory elements enhances brand recall and loyalty.
• A well-balanced space promotes both intimate and group interactions, catering to varied customer needs.

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