Distill: Insights and design principles

Now that I've analysed the data and gained secondary research, it's time to find some insights and design principles.

I wrote everything down on a whiteboard, to have a better overview of the data between employee and student. And yes, this allowed me to discover some interesting things.

1. Verbal communication

I first looked at common things between the employees and students. 1. Besides receiving tips, employees prefer receiving verbal communication. 2. On the other side is verbal communication the most common reward among students. From this I can deduce that verbal communication is important to use when giving rewards.

Design principle (1): Verbal communication

Verbal communication must be present during the giving of rewards. Prototype testing: Do they prefer sound or writing words?

2. Behaviour of the waiter

45,2% of the participant give sometimes, often or very often tips, which is a lot more than I expected. I noticed that the main reason to tip is because of the waiter. For example when they are very kind or when they deliver the order quickly. I can substantiate this on the basis of the research of www.tipping.org (2001) where the reason "Customer feels he/she is treated and served nicely, where a tip functions as a response for the caring attitude from server to a customer in a restaurant" is number two why people tip in restaurants.

Out of the surveys of the students I see that the people who refers to the behaviour of the waiter, are the ones who sometimes give tips. So whether a tip is given or not depends on the situation of how the waiter behaves.

"Every individual has different motivations to tip, whether it is rational or irrational to them, such as self-interest, reciprocity, guilt, or any other motivations that might occur (Gambetta, 2006)." (Thong, 2015)

Insight (1) : Giving a tip is a personal choice based on the situation.

Design principle (2) : Let the costumer choose

We still need to let the costumers choose whether they give a reward or not. And we need to make sure we don't give them a bad feeling because they decline the choice to give a reward.

3. Tips belong to someone

The main reason why waiters prefer tips is because of the financial freedom they have with the money. When people tip a waiter, it's because they appreciate the way he or she behaves. The tip that consumers give is because of someone and how they behave. So the tip belongs to someone and that someone can do what they want with it. Design principle (3): A reward belongs to someone. A reward needs to be given because of someone and the reward belongs to that person. (Not to others)