etiquette.

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Overview

Serving in a restaurant is a stressful, physical, mental, and emotional job. Dealing with one difficult customer can affect the server’s emotional and mental state for the rest of their shift. It is not uncommon for servers to put up with verbal, emotional, and sexual abuse on a daily basis. With our society adopting the “customer is always right” attitude they have to put up with it while appearing to have no problem with the conflict. A lot of conflicts that arise in a restaurant setting are caused by simple misunderstandings or lack of awareness. Etiquette uses a variety of deliverables that aim to answer some of the questions people have surrounding the service industry. By answering some common questions, customers can begin to understand how restaurants are run, and therefore encourage a bit of empathy. The objective is to: reduce the number of negative encounters between servers and customers, provide a resource for people to find quick information, encourage empathy from servers and customers alike, and increase the likelihood of an enjoyable experience for all involved.

this project combines:

  • Design Research

  • Identity Design

  • Illustration

  • Page Layout

  • Social Media Ad Design

Process

This process began with a lot of research and ideation. It was important to figure out what needed to be said, how it needed to be said, where to put the content, how to design it, and how the content would ultimately look under one single brand. Through research, designing personas, mind mapping, journey mapping, sketching, prototyping, and refining etiquette was created.

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sketch it

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but make it digital

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Deliverables

The deliverables are specific handouts that are available at the time the misunderstanding is likely to arise, in a format that makes sense in that context. After looking at the research, the different misunderstandings and when they are encountered were mapped out, and individual solutions were designed accordingly. In addition, there is one booklet containing all of the information in one place, with a similar digital version on an etiquette website. The website also contains links to additional resources and articles that may be helpful. Lastly, there is a social media marketing campaign to raise awareness and get etiquette’s name out. All of the text is written to spark curiosity, with headings written like questions the customers may have, rather than the information being presented in a pointed or overly confrontational way. The content should read friendly and educational.

Wait Times Coaster: People who are waiting for their food are likely already sipping on a beverage and will have a bit of time to look at their coaster.

Wait Times Coaster: People who are waiting for their food are likely already sipping on a beverage and will have a bit of time to look at their coaster.

Reservation Business Card Holder: This card has die cuts so that it can hold the restaurant’s card inside of it. If a restaurant recommends someone makes a reservation they will likely hand them a business card. This way, they can hand them both together and the guest can have a bit of information as well.

Reservation Business Card Holder: This card has die cuts so that it can hold the restaurant’s card inside of it. If a restaurant recommends someone makes a reservation they will likely hand them a business card. This way, they can hand them both together and the guest can have a bit of information as well.

Tipping Card Insert: This card explains how tipping works and is presented inside of the bill fold when a guest’s bill is presented.

Tipping Card Insert: This card explains how tipping works and is presented inside of the bill fold when a guest’s bill is presented.

Seating Tent Fold Card: This card sits on the tables at the restaurant and on the hostess station in the lobby area. It gives guests more information about how seating works and why they may be sat in a certain location.

Seating Tent Fold Card: This card sits on the tables at the restaurant and on the hostess station in the lobby area. It gives guests more information about how seating works and why they may be sat in a certain location.

 

The booklet

The Style guide

 

SOCIAL MEDIA