ERBN Green Service Design

About ERBN GreenERBN Green, a privately-owned corporation led by women, specializes in integrating cannabis into daily life, aiming to explore its role in creativity and modern living. They prioritize safe access to cannabis products and experiences, highlighting their benefits within Canada's cannabis revolution.
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Challenge
‍The challenge lies in the recent legalization of cannabis and the prevailing negative opinions surrounding it. Many individuals remain unfamiliar with the product and its effects, further hindering new customer acquisition. This poses a barrier for the store, when the majority of their customers are returning patrons.

Highlights

My Role

As the service designer, I conducted desk research on social media and Google reviews, and familiarized myself with cannabis regulations. During the site visit, I observed operations while my teammate interviewed staff. Together, we created a journey map and service blueprint to identify areas for improvement. To address the problem, I drafted the initial pamphlet and developed a digital tool.

Design process

After conducting desk research and site visits, a journey map and service blueprint were created to identify areas for improvement. Our analysis led to the design of a pamphlet for customer education and a digital tool for decision-making.

Desk Research

We started with reviewing the business's online presence provides insight into the company and its industry, preparing for the upcoming site visit. When an issue is discovered during the research phase, it is worth exploring during the site visit, especially if it pertains to customer comments.

Site Visit

To understand the business service comprehensively, both front-end and back-end, we visited the store to observe its operations firsthand. We also conducted interviews with the staff to gain insight into their roles and responsibilities.

User Persona

After completing the desk research and site visit, we now possess a fundamental understanding of the business and its target audience. Using this information, we created a user persona to align our target audience for future strategic solutions.

Customer Journey Map

With the user persona and its pain points in mind, we mapped out the journey to identify key touchpoints and interactions throughout the customer experience.

Service Blueprint

To map out the connection between back-of-house operations and front-of-house interactions, we created a service blueprint to identify key processes and touchpoints.

Problem Analysis

After analyzing both the customer journey and service blueprint, we identified the issue and broke it down for analysis using problem tree and objective tree methodologies. This helped us recognize the lack of user education or assisted tools for customers, as they currently heavily rely on staff education. This poses challenges for acquiring new customers and expanding the market.

Solution

A user-friendly digital tool accessible via the website and in-store iPads, along with printed pamphlets strategically placed near entrances and pathways for easy visibility. These tools provide personalized cannabis product recommendations, inviting both existing older audiences and new users to explore with ease.