Chicha San Chen
CUSTOMER EXPERIENCE · TEAM PROJECT · PECHA KUCHA · MAR-JUN 2026
THE THREE MOVES
Brand storytelling and education
Menu and decision support
Loyalty and relationship design
TIMELINE
Mar to Jun 2026
ROLE
Cluescanning and strategic narrative
Team of 3
SKILLS
Cluescanning: auditing every clue a customer experiences
ZMET: interviews that surface what people feel but don’t say
Journey mapping · Gap analysis · Brand positioning
OVERVIEW
When Chicha San Chen brought its premium Taiwanese boba brand to Chicago, the in-person experience didn’t quite back up the price. I audited the store and interviewed real customers to find exactly where that gap was, then turned it into three moves the brand could make without changing anything physical.
PROCESS
01 — Mapped the landscape
Brand position, target customer, and competitive set.
Situation Analysis + Persona
02 — Audited the store
Sorted real differentiators from table stakes from friction.
Cluescanning
03 — Listened underneath
Interviews to surface what customers felt but didn’t say.
ZMET (Metaphor-Based Interviews)
04 — Found the gap
Where intent and reality split, translated into three moves.
Gap Analysis
PECHA KUCHA
Presentated as a Pecha Kucha: 20 slides, 20 seconds each. Forced us to cut to the one insight per slide that matters.
THE GAP Quality without legibility.
WHAT THEY FEEL Customers want to choose with confidence.
THE AUDIT Humanic, functional, mechanic: what the store already does well.
