Chinese Traditional Tea House Lock Cha and Mido Café: Usability Analysis

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Table of Contents

Introduction
Interaction and Usability Design
Usability Analysis Emotional Response
Conclusion
References

Introduction

Interaction design may be regarded as one of the key elements of customer-care policy. It is created with the only aim – make a customer enjoy the interaction process, especially if it is performed in electronic or any other independent way. The aim of this paper is to analyze the usability of the service patterns used by two companies: Chinese Traditional Tea House Lock Cha, and Mido Café. The analysis will be mainly performed based on emotional response, associated with these two companies and the experience of interaction with web-site design and posters, offered by these two companies. The data for the analysis is derived from the personal experience of using these cafes, and comparison in accordance to particular parameters.

Interaction and Usability Design

Previously, to analyze the emotional response associated with the design interaction and usability patterns, the technical aspects of interaction usability and effectiveness needs to be studied. First, it should be stated that the interaction principles are not linked with design in general, while the relevant factors of this usability and emotional response of users are as follows:

Human factor and ergonomics
Cognitive psychology of every individual
Human-computer interaction
Design structure (Gorsuch, 2004)

These are the key factors that create the basis of usability; hence, in order to create a suitable design, a company needs to perform a reliable analysis of the target audience, and define which design patterns will be suitable and effective, and which should be avoided. Considering the instance of Lock Cha, and Mido Café, the target audience of these companies are various, however, while Lock Cha is mainly intended for older audiences, Mido Café attracts youth. However, these tendencies are not defined in their positioning, the division of the target audience is evident die to the interior design of the restaurants. The key differences of design are as follows: Lock Cha emphasizes the values of traditional Chinese interior, while Mido Café is created with European design patterns, while the cooking is mainly intended for youth and tourists. Hence, the diversification of the target audience plays an important role for the web site creation and usability principles used for it. Considering the theoretic approaches of usability creation, the statement given in Schraagen, Chipman and Shalin (2007, p. 165) should be emphasized:

Products often have unexpected effects on users, changing their routines, needs and attitudes. This is an important reason for usability problems and unintended social consequences. Integration of knowledge about how products guide and change user behavior can help to better anticipate product use and to design for desired behavior. In addition, the necessity to consider the aims of the design usability patterns needs to be analyzed from various positions.

In the light of this statement, it should be stated that the knowledge base of the designers is unknown, and the motives may be only guessed, however, the reasons of a usable design are not tool complex, and they are as follows:

Importance to increase customer’s satisfaction, which is important for trust and loyalty
Increase customer’s productivity which improves the sales rates
Reduce long-term development costs, as perfect website usability decreases the time of penetration, and improves awareness
It originates positive media coverage
It increases the amount of returned customers, especially if they have an opportunity to leave a feedback (Coltekin, Heil, et.al., 2009)

Additionally, these factors define the emotional response of the visitors, consequently, the in-depth analysis of these factors, from the perspective of design, service and atmosphere of the regarded cafes is required.

Usability Analysis Emotional Response

The personal impression of using the websites and services of both restaurants are various, though, every company is featured with its unique usability and interaction patterns. In fact, the personal impressions of a visitor need to be assessed, however, if the analysis is performed in accordance to this criteria, it will be purely subjective, as while some people prefer calm interior and relaxing surrounding, the others do not have enough time to relax, and need to have a quick snack. The same may be stated about the interior, as the tastes and preferences of the target audience differ, and while some prefer traditional Chinese elements and decorations, the others would like to see something progressive, in hi-tech style.

In general, the analysis may be performed in accordance with the score table, as various parameters of usability will help to create the objective analysis scale for both cafes.

Atmosphere

Lock Cha is featured with the relaxing atmosphere and patient personnel. Waiters are glad to help visitors with their choices, and always stay calm independently on the surrounding environment. In Mido, waiters make an impression of a prison guard, as he or she does not have any will to help visitors with making a choice, and make a feeling that no one is invited here. People are shouting, and the music is too loud even if it was a snack bar in a business center. Lock Cha 1 : 0 Mido

Serving

In Lock Cha waiters are patient and polite. Actually, an option of tasting various sorts of tea can not be counted in the common rating, however, it ads points for the café. The Chinese tea ceremony traditions are preserved and performed properly; though, visitors are able to refuse from it if there is not much time for enjoying the whole ceremony. Waiters in Mido are impolite, and the requests for better patience and better tone are useless. The only thing they o with pleasure is taking the paid bill. Lock Cha 2 : 0 Mido

Additionally, the floors in Mido are constantly wet because of the large visitors’ turnover. It reminds me of a famous fast food network which is too famous for being mentioned here.

Design

Lock Cha is created with the only intention – to get relaxed. Hence, you will not find any contemporary element in the design. As for Mido, the European hi-tech style is full of Eastern patterns, which reminds of progressive course of Chinese People. It is glad to realize that China aims to follow the global, tendencies, and is able to preserve its own traditions. Lock Cha 2 : 1 Mido

Development

Lock Cha is aiming to keep Chinese traditions, and make little emphasis on development. Hence, it is impossible to find this café in various places. Mido, in its turn, fully corresponds to the nature of Hong Kong. The growing network of Mido Café makes it more comfortable if you need to have a snack and then go on with your own business. Lock Cha 2 : 2 Mido

Visitors and Dress Code

In fact, both cafes do not have a dress code established, however, visiting Lock Cha one may think that it is obligatory to wear a suit or business dress. People are speaking softly, and it seems that it is located in a temple with numerous wizards who are deeply involved into their meditation. Mido is an overcrowded place where it is impossible to get relaxed. Visitors have to shout to each other, and it is often hard to find a free table, while some visitors just talk for hours with each other. Lock Cha 3 : 2 Mido

In spite of the fact that the entire analysis is based on the personal observations of a single person, these parameters may be regarded as objective, as most will agree that it is impossible to get relaxed in an overcrowded place. Moreover, it is more comfortable to refuse from an option and do not have it (tea ceremony, for instance) then not to have such an option at all. That is why Lock Cha is the favorite of the usability derby, while Mido gets the consoling price for the progressive development tendencies. Moreover, what sometimes is an advantage may be the largest disadvantage in other circumstances.

Conclusion

Finally, it should be emphasized that usability analysis in general can not be an objective analysis measure, as the target audience of these cafes are different, consequently, the representatives of each audience will have their own preferences. Additionally, the aims of both companies are various, while Lock Cha aims to relax their visitors; the administration of Mido café makes an emphasis for quick and high quality food service.

References

Coltekin, A., Heil, B., Garlandini, S., & Fabrikant, S. I. (2009). Evaluating the Effectiveness of Interactive Map Interface Designs: A Case Study Integrating Usability Metrics with Eye-Movement Analysis. Cartography and Geographic Information Science, 36(1), 5.

Gorsuch, R. L. (2004). Factor Analysis (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.

Schraagen, J. M., Chipman, S. F., & Shalin, V. L. (Eds.). (2007). Cognitive Task Analysis. Mahwah, NJ: Lawrence Erlbaum Associates.

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