Operational Redesign at WatchHouse Hanover

Transforming a high-end coffee shop using service design, workflow optimisation, and team-centred UX thinking.

December 2022 - May 2023

Service Design: end-to-end workflow mapping

Cognitive Load Reduction: clear physical and mental flows

Progressive Disclosure: training layered to match team pace

Choice Architecture: helped customers choose with clarity

Context

In late 2022, I was appointed Manager at WatchHouse Hanover, a flagship specialty coffee bar in Central London. The store had high potential but was underperforming. I approached the challenge through the lens of UX and service design, treating the store as a complex system with multiple user types: staff, customers, and leadership.

Problem

  • Baristas were overwhelmed by complexity and lack of system support.

  • Front of House staff lacked product knowledge and confidence.

  • Customers were confused by the premium offering and underwhelmed by the interaction.

  • Sales of “rarity” filter coffees were nearly nonexistent.

  • The workflow led to long wait times and staff and customer frustration.

Pain Points

Baristas

  • High cognitive load from fragmented bar layout

  • Lack of SOPs for complex brew methods

  • No support during peak service

Outcome

Front of House Staff

  • Unable to communicate value of products

  • Unsure how to recommend drinks confidently

Customers

  • Overwhelmed by jargon

  • Frustrated by wait times and inconsistent service

Research & Observations

  • Shadowed the team during live service

  • Conducted informal interviews with baristas and FOH staff

  • Reviewed customer feedback and complaints

  • Mapped typical customer and staff journeys

Design Goals

  • Reduce friction in staff workflows

  • Increase sales of high-margin rarity brews

  • Empower FOH to deliver consistent customer experience

  • Align team roles with strengths under pressure

Design Solutions

1. Bar Workflow Redesign

  • Repositioned key tools to minimise movement

  • Removed under-bar barriers for quicker access

  • Created a brew bar station that could be operated solo or shared

    Tools: Sketching, Service Blueprinting, Physical Prototyping

    2. Defined Live-Service Roles

  • Primary barista stays on espresso

  • Secondary barista handles filter

  • Barback provides support as needed

    Reduced friction, improved handoffs, preserved quality under pressure

    3. FOH Training as UX Onboarding

  • Created cheat sheets with talking points for each filter coffee

  • Used progressive disclosure to build confidence over time

  • Introduced simple discovery questions for customers (e.g. Do you prefer sweet or floral?)

    Turned sales into guided exploration, not pressure

Metric Before After

Net Weekly Sales £11,000 £24,000

Rarity Brews Sold. ~20/week 20–30/day

Spend per Head. ~£3.50 £16–£20 (avg. on rarity sales)

Staff Engagement Low High (confidence & clarity grew)

UX Principles Applied

  • Service Design: end-to-end workflow mapping

  • Cognitive Load Reduction: clear physical and mental flows

  • Progressive Disclosure: training layered to match team pace

  • Choice Architecture: helped customers choose with clarity

Reflection

This was my first time formally applying UX methods in a live, non-digital system. I learned that user experience doesn’t start with screens, it starts with understanding human friction. If I’d done this as a digital UX designer, I would’ve prototyped the workflow in Figma, tested interaction flows, and captured structured feedback via surveys.

But the principle remains the same: put the user first, reduce friction, and iterate fast.