Jinnie Hyojin Bae
UX DESIGN · PRODUCT TOUCHPOINTS · SERVICE DESIGN · GRAPHIC DESIGN
KOKORO
Connecting customer insight, service operations and visual experience
Strategic Designer · Aug 2020–Jul 2023 · Food & Beverage
My work combined customer research and journey mapping, service opportunity development and customer-facing visual design. The project also explored physical and digital ordering touchpoints, but original UI and product implementation evidence still needs confirmation.
01 / THE CHALLENGE
Following a decline in sales after the pandemic, KOKORO needed to understand customers’ store experiences alongside staff communication, operations and brand consistency across more than 80 UK locations. The opportunity was to improve how these parts of the service worked together.
02 / RESEARCH & EXPERIENCE MAPPING
I used on-site research, customer feedback and desk research, then translated findings into personas and a journey spanning purchase intent, research, ordering, usage and repeat purchase. Mapping customer needs alongside operational issues exposed recurring friction in information, choice, personalisation, waiting and branch communication.
03 / UX & PRODUCT TOUCHPOINTS — ORDERING & INFORMATION
The verified customer-facing work centres on how people explore the food offer and make purchase decisions. The Made to Order concept addressed personalisation and freshness; menus, TV menu boards and in-store communication presented food options and practical information at the point of choice. Kiosks and connected displays were proposed in the service direction, but a shipped kiosk interface has not been verified.
04 / SERVICE DESIGN — CONNECTING FRONT AND BACK OF HOUSE
From more than 20 initial ideas, I used strategic value, desirability, feasibility and viability to help prioritise opportunities. Two directions emerged: a shared approach to communication between Head Office and branches, and a more responsive Made to Order offering. Together they addressed customer-facing experiences and the operations behind them.
05 / GRAPHIC & VISUAL DESIGN
The work includes menu systems, TV menu screens, printed leaflets, promotional materials and brand applications across formats.
06 / CONNECTING THE EXPERIENCE
The work linked research and journey mapping to two service directions and then to customer-facing communications. Made to Order is the clearest documented example: a need for personalisation informed a service proposition that was then expressed through store communication. The shared operations system remains a proposed concept unless implementation evidence is provided.
07 / OUTCOMES & REFLECTION
The source materials document research synthesis, prioritised service proposals and visible brand and Made to Order applications. They do not establish a measured sales uplift, a full rollout of the operational platform or ownership of particular software UI components. This case study therefore separates proposed systems from photographed customer-facing work.
← Work
Jinnie Hyojin Bae
UX DESIGN · PRODUCT TOUCHPOINTS · SERVICE DESIGN · GRAPHIC DESIGN
KOKORO
Connecting customer insight, service operations and visual experience
Strategic Designer · Aug 2020–Jul 2023 · Food & Beverage
My work combined customer research and journey mapping, service opportunity development and customer-facing visual design. The project also explored physical and digital ordering touchpoints, but original UI and product implementation evidence still needs confirmation.
01 / THE CHALLENGE
Following a decline in sales after the pandemic, KOKORO needed to understand customers’ store experiences alongside staff communication, operations and brand consistency across more than 80 UK locations. The opportunity was to improve how these parts of the service worked together.
02 / RESEARCH & EXPERIENCE MAPPING
I used on-site research, customer feedback and desk research, then translated findings into personas and a journey spanning purchase intent, research, ordering, usage and repeat purchase. Mapping customer needs alongside operational issues exposed recurring friction in information, choice, personalisation, waiting and branch communication.
03 / UX & PRODUCT TOUCHPOINTS — ORDERING & INFORMATION
The verified customer-facing work centres on how people explore the food offer and make purchase decisions. The Made to Order concept addressed personalisation and freshness; menus, TV menu boards and in-store communication presented food options and practical information at the point of choice. Kiosks and connected displays were proposed in the service direction, but a shipped kiosk interface has not been verified.
04 / SERVICE DESIGN — CONNECTING FRONT AND BACK OF HOUSE
From more than 20 initial ideas, I used strategic value, desirability, feasibility and viability to help prioritise opportunities. Two directions emerged: a shared approach to communication between Head Office and branches, and a more responsive Made to Order offering. Together they addressed customer-facing experiences and the operations behind them.
05 / GRAPHIC & VISUAL DESIGN
The work includes menu systems, TV menu screens, printed leaflets, promotional materials and brand applications across formats.
06 / CONNECTING THE EXPERIENCE
The work linked research and journey mapping to two service directions and then to customer-facing communications. Made to Order is the clearest documented example: a need for personalisation informed a service proposition that was then expressed through store communication. The shared operations system remains a proposed concept unless implementation evidence is provided.
07 / OUTCOMES & REFLECTION
The source materials document research synthesis, prioritised service proposals and visible brand and Made to Order applications. They do not establish a measured sales uplift, a full rollout of the operational platform or ownership of particular software UI components. This case study therefore separates proposed systems from photographed customer-facing work.
← Work