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Design for Experience: Bottom Line Impact

Apr 28th, 2015

User-centricity and a commitment to the quality of user experiences are not generally ends in and of themselves.

They serve a much greater purpose: driving business success.

“Bertucci’s (a 30-years old restaurant chanin) saw that it had to throw out its old restaurant model in order to court (and keep) a younger generation of diners. They decide to create an entirely new brand. The restaurant group partnered with a design and innovation consultancy to create a new restaurant concept called 2ovens, using in-depth research into Generation Y and Millennial diners’ eating preferences and social habits to create a dining experience relevant to hip youngsters.

They also decided to tap into one of their core competencies: brick oven cooking. “As the 2ovens name implies, two giant ovens—one wood-fired and one gas—sit in plain view of customers. This allowed the restaurand to expand its offering without forcing a new skill onto the organization—and that increases the new restaurant’s chances for long-term success. The open kitchen also exposed Bertucci’s culinary strengths and provided a point of differentiation from the throngs of fast-casual restaurants that microwave their food behind closed doors.”

To test the 2ovens concept, Bertucci’s rolled out a prototype restaurant in an off-the-beaten-path strip mall in a Boston suburb. The prototype surpassed revenue targets, far exceeding executives’ expectations. The restaurant also experienced strong employee engagement, with one assistant chef actually tattooing the 2ovens logo on his forearm.”


(by UX Magazin Staff/ Design for Experience: