Mesa UX Case Study
¿Quieres practicar su español?
Project Overview
Having studied Spanish for years, I personally know how hard it is to attain fluency in a foreign language, especially when there are minimal opportunities for practice. I don't have any close friends who speak Spanish, meaning I don't have anyone to practice with, and this has always hindered my learning. I decided to tackle the problem of learning Spanish, as I know this struggle is widespread. I've always wanted my city to have a restaurant for people to come eat and practice Spanish communally, so I took this seedling of an idea and began to research. I used my research and data to ensure my solution was not tailored to myself but would instead be ideal for a range of people who want to become fluent in Spanish.
The Problem
People want to learn Spanish, but they often don’t get enough conversation practice to feel confident to speak Spanish.
Role & Scope
I conducted this design project during an Experience Design course at TCU. I utilized design thinking methods to research and gather data, which I let drive my solution. The project spanned four weeks.
Competitive Analysis
A competitive analysis for Spanish learning resources kickstarted this project. While all of the following resources have benefits, users for each wanted more opportunities to practice real-time, laid-back conversations to build their confidence speaking Spanish.
Duolingo
Duolingo is a free mobile app with personalized short Spanish lessons. There are no real-time conversations with other users. It uses a game interface and speaking and listening exercises. A benefit is the convenience of practicing at your fingertips. Duolingo focuses on teaching the basics of Spanish, and a reward system encourages users to keep using the app.
Rosetta Stone
Rosetta Stone is an app for computers, phones, and tablets. It is reportedly easy to use and allows for some practice with fluent speakers. It uses images, text, and sound to teach words and grammar by repetition, and it offers live coaching with feedback. It costs money and partners with schools.
Pimsleur Audio
This is a 30-day audio program that costs money. Its hands-free nature allows for multitasking. It teaches users to converse about a wide range of situations from restaurants and shopping to social occasions. There are no real conversation opportunities.
Survey
A short survey was sent to 25 individuals. The most helpful survey question was: "If you had a magic wand to create the best experience to learn Spanish, what would you do?" The top answer was that people want more conversation opportunities in a low-pressure, judgment-free environment. In fact, 88% of respondents said they would go to a restaurant to eat and practice Spanish, so this validated the preliminary concept.
Experiences that help people learn Spanish:
• Conversation opportunities
• Full immersion in Spanish language
• Have a Spanish-speaking friend
• Involving food
• Low-pressure environment
Interviews
Five in-depth interviews were conducted with people ranging in Spanish experience. Their input to better informed the design of this experience.
Interview Questions:
• How experienced are you with the Spanish language?
• Do you think it’s important to learn Spanish? Why or why not?
• Tell me about your experience learning Spanish.
• What do you think is the most effective way to learn a language?
• If you had a magic wand to create the best experience to learn Spanish, what would it be?
• How do you think practicing Spanish with others could be less intimidating?
• What would make you excited to go somewhere to speak Spanish
with someone?
Key Insights
The data was then analyzed and narrowed to six key insights, listed below in no particular order. These insights helped consolidate research and guided the project.
Some people prefer to practice with fluent speakers, and others prefer to practice with non-fluent speakers.
Most people think the best way to learn Spanish is to immerse yourself in Spanish.
People think learning Spanish is important because it allows them to better communicate with people in their communities and at work.
People who want to learn Spanish want more opportunities to practice speaking Spanish with others conversationally.
People need to be reminded it's okay to mess up when practicing Spanish.
People often want to learn more about Latin American culture as they learn Spanish.
Personas
Using these key insights, the survey data, and the interviews, two user personas were developed to humanize the data. These personas represent the ideal target audience for a solution.
The first persona is Charlotte, an immigration lawyer in San Antonio, Texas. She wants to learn Spanish because it would simplify her work by lessening her dependence on a translator. She’s taken several online courses and has used language apps, but she is hesitant to practice her Spanish in the high-pressure environment of her work, where a simple grammar mistake could mess up her immigration cases.
This second persona is Luke, a college student studying Spanish. He wants to learn Spanish to help with future job opportunities, and he wants to be able to interact with Spanish-speakers in San Antonio. He studies hard in school, but his Spanish courses haven’t translated to the ability to speak Spanish confidently outside the classroom.
Point of View
User Luke is a college student who needs to become fluent in Spanish and build confidence in his Spanish speaking skills because he wants to better engage with Spanish speakers in his community.
This point of view defines the target user and their unmet need. Generally, the target user is an individual who wants to become confident in their Spanish skills in order to better communicate with Spanish speakers in their community.
Journey Map
Following is a journey map, which breaks down the process of the problem. Creating this map kindled the designer’s empathy for the user and helped further identify areas of inconvenience, struggle, and opportunity in the user's experience.
How Might We?
• How might we provide opportunities for people to practice Spanish conversations?
• How might we create a low-pressure environment for practicing Spanish?
• How might we educate people about Latin American culture while they learn and practice Spanish?
• How might we create a space where people are excited to learn and practice Spanish?
These question statements guided an execution of a solution. During ideation sessions, these questions were often referenced for accountability.
Design Concept
We will design a space for Spanish conversations that is approachable and engaging so that people who want to become fluent in Spanish can practice real conversations and build confidence in their Spanish-speaking abilities.
This design concept guide the solution process and challenged the solution to be helpful and stay on task with the true problem.
Ideation
An ideation session helped generate creative features and touchpoints to be utilized in the restaurant.
Prototype
The solution is Mesa, a Spanish learning experience and restaurant. The name means "table" in Spanish. While most of what follows is more about the experience than the visuals, it is important to note that the logo is fun and approachable. People are often nervous to practice Spanish, and this restaurant experience needs to be casual and low-pressure, so a playful logo is utilized to carry that message. Following the logo is a floor plan for Mesa, created with research as the driving factor.
Touchpoints
Welcome Signage
A welcome sign will explain the general concept of Mesa, so people will know it’s not just your typical restaurant. It encourages people to only speak in Spanish. Notice the fun, playful nature of the sign below, which is meant to make people feel relaxed and casual rather than serious or intimidated.
1-on-1 & Small Group Tables
The intention behind these tables is for people to meet up and practice Spanish causally over a meal. All waiters and waitresses will be fluent in English and Spanish so Mesa customers will have the opportunity to practice Spanish with fluent speakers.
Community Tables
These tables are for customers who want to practice speaking Spanish with people they don’t know. This works well for people who don’t know anyone personally to bring to Mesa to practice Spanish. And in my research, I found that some people prefer to practice with strangers because they say it’s less awkward, so community tables provide that opportunity.
Menus
Menus will be at each table. The entire menu is in Spanish; even the prices are written out in Spanish so customers can get more practice with their numbers. The menu features authentic Latin American food—not just Tex Mex. There’s also a Happy Hour every weekday with authentic Mexican cocktails to encourage people to come hang out.
Napkins
There are specialized napkins with affirming messages for customers. For instance, they will read something along the lines of, “Nobody’s perfect!” and “It’s all good!” These are meant to remind customers it's okay to mess up, and no one expects their Spanish to be perfect. Mesa is a safe place to learn, and these napkins will remind customers they’re in a low-pressure, judgment-free environment.
Conversation Sticks
Sometimes when speaking Spanish with others, it’s nice to have a guide or prompt. Small jars are on each table, and customers can pull out a stick and read the question. It’ll read something in Spanish, such as “What’s your favorite holiday?” or “What do you do on the weekends?” to get the conversation rolling.
TVs & Speakers
Latin American TV shows will stream as people eat, so if they come alone, they can still get in some Spanish learning. The TV shows will also give customers a taste of Latin American pop culture.
Stage
The stage is for different events that occur at Mesa to foster community and engagement and encourage people to come often. These events provide exciting, memorable ways for people to build their confidence in Spanish. Research showed it's important for people to have fun while learning Spanish, so these events are a great way to weave in fun, memories, and laughter.
Event Table Signs
Latin American TV shows will stream as people eat, so if they come alone, they can still get in some Spanish learning. The TV shows will also give customers a taste of Latin American pop culture.
Tutoring Rooms
While tutoring is not the main focus of Mesa, some user research showed the desire for tutoring. Customers can sign up for tutoring at Mesa, which will be in these designated rooms.
Welcome Signage
Napkins
Conversation Sticks
Events Table Sign
Menu
Iterations
Prototypes were shared with five users to gather feedback, and their input was used to iterate. Their feedback included these points:
• Include a way to denote your level of Spanish
• Incentivize people to come back
• Provide more information on Latin American culture
• Add study group sign-ups
Iterated Prototype
Following is the iterated floor plan for Mesa, as well as some added touchpoints. All of the following changes and additions were made because of user feedback.
Added Touchpoints
Wristbands
These wristbands will be at the hostess stand, where the hostess will explain they are totally optional—meant only to help the customer if desired. The green wristband is for beginners, red for intermediate, and yellow for advanced. This is particularly helpful for community tables, where people often don’t know each other beforehand, and it’s also helpful for the Mesa staff, as it will help them determine how fast they should speak to different customers.
Tutoring and Group Sign-Ups
Call-to-action cards will come with the tab. They read, “Want to get tutoring or join a conversation group? Visit mesa.com to learn more.” This will give customers the opportunity to join conversation groups, which will incentivize them to come to more often, and in doing so, learn more Spanish.
Bookshelf
This bookshelf will be stocked with books about Latin American culture. Not only will this educate people, but it will also provide entertainment for people who come to Mesa during slow hours or alone for a cup of coffee.
Experience Level Wristbands
Tutoring and Study Group Sign Ups
Storyboard
This storyboard demonstrates the role of Mesa in transforming someone's experience learning Spanish; it walks through the circumstances and emotional journey of the problem from start to finish and is intended to reflect what people experience when they come to Mesa.
Product Story
Once upon a time, there was a college student named Luke who studied Spanish. Every day, he worked hard in his Spanish course and studied his notes, but his Spanish skills never translated to real conversations with fluent speakers in his community. One day, Luke’s teacher told him he could earn bonus points by going to Mesa, a Spanish-learning experience and restaurant. Because of that, Luke went to Mesa and loved practicing Spanish conversation in a low-pressure environment. He loved it so much that he joined a study group and finally developed his Spanish skills and confidence enough to speak Spanish with fluent speakers in his community.
This product story, based on Luke's user persona, summarizes the influence of Mesa on customers' lives.
Lessons Learned
One instrumental takeaway for me during this project was that research can generate more creative ideation. I ended up with some solutions I don’t think I would have initially thought of, thanks to my in-depth research. Moreover, my research also fostered my empathy for users and encouraged me to consider a wide range of target audiences rather than just making myself and my personal preferences the focal point. Lastly, and maybe most significantly, I learned that usability is more important than how pretty something is. While both are important, I was on a time crunch for the project during my course finals and had to remind myself over and over that this is an experience design project and the visuals are not where I should be spending all my time.
Have feedback?
UX is all about feedback, so I’d love your input on this project.