Discussion guide

[ To lead me through my interview/prototyping session, ensuring that I cover all of the questions and tasks that I have ]

Things will be shared internally, and we will use quotes, but everything will be deidentified.

General Discussion (15 min)

Introduction

• Introducing the platform and brand that I am drafting concepts around, that I am carrying out iteration design
• Are you comfortable with me noting down some of your details just to get a clear idea of the audience that I am targeting/interviewing?
• Tell me a bit about yourself (generic self-introduction; anything they want me to know about them)
• What type of places do you usually dine at? What are some of your favourite dining places? Do you go to cafes and bakeries?
• Do you make online purchases? What is the nature of these purchases? Have you purchased food and beverages online before?
• Have you patronised Tiong Bahru Bakery before? Specifically, did you consume their goods at the physical outlets, or did you make the purchases online?

Last

• Recall the last time you visited Tiong Bahru Bakery / a similar cafe. What was the experience like?
  • If you enjoyed it, what parts of it made it enjoyable and pleasurable?
  • Otherwise, what was bad about it? What would you have preferred?
• Think about the last time you browsed through products and/or made purchases online. (specifically for Tiong Bahru bakery website, if applicable)
  • What was effective about the platform?
  • Was anything surprising or shocking?
  • What elements/components of the platform informed or influenced your decision to make purchases?
  • What are your thoughts about their product descriptions? Did they affect your purchasing decisions? How so?

Values and behaviour

• What do you value in a website/platform that sells food and beverages?
• What is your decision-making process like when purchasing goods? Are you thorough with your purchasing choices or do you tend to be more impulsive/impatient?
• What are your typical online retail practices? How do you go about searching and browsing through products?

Concepts (15 min)