Service/UX Upgrade for TAURUS Company
Service/UX Upgrade for TAURUS Company
Service/UX Upgrade for TAURUS Company
Concept Prototype of TAURUS mini-app
Concept Prototype of TAURUS mini-app
Concept Prototype of TAURUS mini-app
Storyboard of upgraded TAURUS service
Storyboard of upgraded TAURUS service
Storyboard of upgraded TAURUS service
Project Name
Project Name
Project Name
Service/UX Upgrade
for TAURUS Company
Service/UX Upgrade
for TAURUS Company
Project Nature
Project Nature
Team Project (Internship)
Team Project (Internship)
Team members
Team members
Team members
Sherin Chen, Fucong Xu,
Haotong Wang, Jinbang Tan
Hongyun Wang
Sherin Chen, Fucong Xu,
Haotong Wang, Jinbang Tan
Hongyun Wang
Sherin Chen, Fucong Xu,
Haotong Wang, Jinbang Tan
Hongyun Wang
Project Type
Project Type
Project Type
Service/UX design
Service Design
UX design
Service/UX design
My role
My role
My role
Visual Design, User Research,
Video Making, User testing
Visual Design, User Research,
Video Making, User testing
Duration
Duration
09.2021—12-2021
09.2021—12-2021
Abstract
Abstract
Abstract
Our team work with TAURUS Guangzhou Lighthouse Camp and jointly conduct a field case study of the experience and service upgrade. TAURUS is the rope climbing company in China.
Our team work with TAURUS Guangzhou Lighthouse Camp and jointly conduct a field case study of the experience and service upgrade. TAURUS is the rope climbing company in China.
Through user research, we discovered the following problems in the service process and we proposed several service improvements regarding the TAURUS rope-climbing base, including new product line, a wristband of multi-values, mini-app redesign, etc.
Through user research, we discovered the following problems in the service process and we proposed several service improvements regarding the TAURUS rope-climbing base, including new product line, a wristband of multi-values, mini-app redesign, etc.
In the end, four of the six service optimizations in our output were adopted. It is worth mentioning that we redesigned the WeChat mini program of TAURUS, leading to an increase in its average daily visits by 375% and the total number of users boosted to 205% in six months.
In the end, four of the six service optimizations in our output were adopted. It is worth mentioning that we redesigned the WeChat mini program of TAURUS, leading to an increase in its average daily visits by 375% and the total number of users boosted to 205% in six months.
Menu
Menu
Enterprise Requests & Desk Research
Enterprise Requests
& Desk Research
Enterprise Requests & Desk Research
Rope climbing, an emerging sport, has seen a steadily growing market in China, showing a promising trend. TAURUS is the leading brand in China's rope climbing industry. However, the COVID-19 pandemic disrupted everything, with almost all team-building activities being suspended. TAURUS urgently needed to adapt to increase visitor numbers, conversion rates, and customer retention.
Rope climbing, an emerging sport, has seen a steadily growing market in China, showing a promising trend. TAURUS is the leading brand in China's rope climbing industry. However, the COVID-19 pandemic disrupted everything, with almost all team-building activities being suspended. TAURUS urgently needed to adapt to increase visitor numbers, conversion rates, and customer retention.
Existing Journey Map
Existing Journey Map
Existing Journey Map
Field Trip
Field Trip
Field Trip
After conducting thorough desk research, we brought our questions to the TAURUS rope climbing facility, where we experienced their services firsthand to explore user pain points and gain insights.
After conducting thorough desk research, we brought our questions to the TAURUS rope climbing facility, where we experienced their services firsthand to explore user pain points and gain insights.
Key insights
Key insights
Key insights
Insight One:
Wearing process should make the customer feel involved and stimulate to be confident
Insight One:
Wearing process should make the customer feel involved and stimulate to be confident
Insight Two:
Customers do not like to feel stressed while learning an entertainment activity.
Insight Two:
Customers do not like to feel stressed while learning an entertainment activity.
Insight Three:
People practice new skills to feel accomplished, but forgetfulness can lead to negative outcomes.
Insight Three:
People practice new skills to feel accomplished, but forgetfulness can lead to negative outcomes.
Insight Four:
Substantial feedback is needed to improve customer satisfaction and experience.
Insight Four:
Substantial feedback is needed to improve customer satisfaction and experience.
Observation & Interview
Observation & Interview
Observation & Interview
Wearing Process Analysis
Wearing Process Analysis
Wearing Process Analysis
Result One:
The 4 locks are the first objects to be noticed.
Result One:
The 4 locks are the first objects to be noticed.
Result Two:
Too many unnecessary and repetitive checks.
Result Two:
Too many unnecessary and repetitive checks.
Result Three:
Put on the feet harness is an important and first step in the whole process, it simplify the visualization harness greatly.
Result Three:
Put on the feet harness is an important and first step in the whole process, it simplify the visualization harness greatly.
Commercial Sport Competitive Analysis
Commercial Sport
Competitive Analysis
Commercial Sport Competitive Analysis
Result One:
Coaches don't have standards on wearing and teaching process, which lead to fluctuating service quality
Result One:
Coaches don't have standards on wearing and teaching process, which lead to fluctuating service quality
Result Two:
Climber and fall arrester is much easire than descender.
Result Two:
Climber and fall arrester is much easire than descender.
Result Three:
The step where forgetfulness and mistakes most easily occurred by tension is switching.
Result Three:
The step where forgetfulness and mistakes most easily occurred by tension is switching.
Result Four:
Descender is the most difficult to use and the first taught, but the last to use in practice.
Result Four:
Descender is the most difficult to use and the first taught, but the last to use in practice.
Commercial Sport Competitive Analysis
Commercial Sport
Competitive Analysis
Commercial Sport Competitive Analysis
Result:
The average ratio of Experience Time / Teaching Time is 0.175. The average ratio of Price / Experience Time is 1.66.Customers cost ￥150 to experience 90 mins and no more than 16 mins teaching time.
Result:
The average ratio of Experience Time / Teaching Time is 0.175. The average ratio of Price / Experience Time is 1.66.Customers cost ￥150 to experience 90 mins and no more than 16 mins teaching time.
Problems Analysis
Problems Analysis
Problems Analysis
Based on the above research, we identified five opportunities for optimizing services and user experiences.
Based on the above research, we identified five opportunities for optimizing services and user experiences.
Based on the above research, we identified five opportunities for optimizing services and user experiences.
Opportunity 1:
Locks, as the main part of harness, teaching and climbing process, could be the key point of solving muti-problems.
Opportunity 1:
Locks, as the main part of harness, teaching and climbing process, could be the key point of solving muti-problems.
Opportunity 2:
The teaching Order should exchange to teaching easy one first and difficult one last.
Opportunity 2:
The teaching Order should exchange to teaching easy one first and difficult one last.
Opportunity 3:
In any service loop, increase customer's own experience time and shorten the teaching time. (6:1 best)
Opportunity 3:
In any service loop, increase customer's own experience time and shorten the teaching time. (6:1 best)
Opportunity 4:
Substantial feedback is needed to improve customer satisfaction and experience.
Opportunity 4:
Substantial feedback is needed to improve customer satisfaction and experience.
Opportunity 5:
Separate some offline teaching process.
Opportunity 5:
Separate some offline teaching process.
Mid-Project Report
Mid-Project Report
Mid-Project Report
Locks visual design
Locks visual design
Locks visual design
Wristband
Wristband
Wristband
Harness wearing method
Harness wearing method
Harness wearing method
Teaching Method
Teaching Method
Teaching Method
Mini app
Mini app
Mini app
Product Lines
Product Lines
Product Lines
Service Upgrade
Service Upgrade
Service Upgrade
Overview
Overview
Overview
New Service Blueprint
New Service Blueprint
New Service Blueprint
Physical evidence 1 - New Product Lines
Physical evidence 1
Physical evidence 1 - New Product Lines
Physical evidence 2 - Muti-Value Wristband
Physical evidence 2
Physical evidence 2 - Muti-Value Wristband
Digital evidence - Mini-app Redesign
Digital evidence
Digital evidence - Mini-app Redesign
Acceptance & Reflection
Acceptance & Reflection
Acceptance & Reflection
Acceptance
Acceptance
Acceptance
It is a pity that our locks visual design and wristband design were not adopted by TURAUS at the end. The coash and marketing manager said “the visual design of locks and wristband is good but hard to implement.” Well, I think it is because we lack more user experience tests on that, not just tests of customers but of all the coaches. If we finished our whole service test before the delivery date, wristband design could be accepted.
It is a pity that our locks visual design and wristband design were not adopted by TURAUS at the end. The coash and marketing manager said “the visual design of locks and wristband is good but hard to implement.” Well, I think it is because we lack more user experience tests on that, not just tests of customers but of all the coaches. If we finished our whole service test before the delivery date, wristband design could be accepted.
It is a pity that our locks visual design and wristband design were not adopted by TURAUS at the end. The coash and marketing manager said “the visual design of locks and wristband is good but hard to implement.” Well, I think it is because we lack more user experience tests on that, not just tests of customers but of all the coaches. If we finished our whole service test before the delivery date, wristband design could be accepted.
Personal Reflection
Personal Reflection
Personal Reflection
Collaborating with the enterprise has given me a deeper understanding of service design. I realized that communication and collaboration skills are crucial in practical work. Working with different departments and teams is an essential part of optimizing service design in a corporate context. Effective communication and collaboration with various stakeholders—users, the business, and employees—ensure that the design solutions align with the company's desired objectives.
Collaborating with the enterprise has given me a deeper understanding of service design. I realized that communication and collaboration skills are crucial in practical work. Working with different departments and teams is an essential part of optimizing service design in a corporate context. Effective communication and collaboration with various stakeholders—users, the business, and employees—ensure that the design solutions align with the company's desired objectives.
Collaborating with the enterprise has given me a deeper understanding of service design. I realized that communication and collaboration skills are crucial in practical work. Working with different departments and teams is an essential part of optimizing service design in a corporate context. Effective communication and collaboration with various stakeholders—users, the business, and employees—ensure that the design solutions align with the company's desired objectives.
Additionally, considering the cost-effectiveness for the business is a vital aspect of service design. While adhering to the "user-centered" design principle, it is important to evaluate which optimization solutions can maximize business benefits. Balancing cost and user experience is key to creating feasible and effective solutions.
Additionally, considering the cost-effectiveness for the business is a vital aspect of service design. While adhering to the "user-centered" design principle, it is important to evaluate which optimization solutions can maximize business benefits. Balancing cost and user experience is key to creating feasible and effective solutions.
Additionally, considering the cost-effectiveness for the business is a vital aspect of service design. While adhering to the "user-centered" design principle, it is important to evaluate which optimization solutions can maximize business benefits. Balancing cost and user experience is key to creating feasible and effective solutions.
Get in touch
Get in touch
Get in touch
Feel free to reach out if you're interested in collaboration or have recruitment opportunities. I'd be happy to connect!
Feel free to reach out if you're interested in collaboration or have recruitment opportunities. I'd be happy to connect!
Feel free to reach out if you're interested in collaboration or have recruitment opportunities. I'd be happy to connect!
Email: xuanlinchen86@gmail.com
Email: xuanlinchen86@gmail.com
Email: xuanlinchen86@gmail.com
More Information:
More Information:
More Information:
© 2025 Sherin Chen
© 2025 Sherin Chen
© 2025 Sherin Chen