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Modern Digital Commerce Infrastructure and Mobile Experience for Frictionless Guest Engagement

Dave & Buster’s is on a mission to transform its Guest experience and have Guests eat more, drink more, and play more, more often. Stuzo partnered with Dave & Buster’s to co-define, design, and deliver a digital commerce infrastructure and mobile commerce experience.

Customer Challenge

Remove Friction from the Store. Deliver Exceptional Guest Experiences. Build Business Value.

Dave & Buster’s (D&B) set out to identify opportunities to remove points of friction, add more value and fun to the Guest experience, and generate net incremental lift via new mobile and kiosk experiences.

D&B knew it needed a modern digital infrastructure to seamlessly connect all of its disparate digital and physical store systems, introduce new ways for Guests to pay, order, play, and get rewarded, and to empower the business with speed and efficiency to transform and innovate on its digital platform out into the future.

D&B selected Stuzo as their partner to address these mission-critical opportunities.

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Solution at a Glance

Stuzo Involvement

image Product Definition
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Team Involvement

22

Team Size
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20,000

Hours Worked to Date
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Technologies Used

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Stuzo’s Solution

Set Hypotheses, Employ Design Thinking and Lean Research Methodologies, Validate

D&B alongside Stuzo’s research team selected a subset of hypotheses to test with D&B Guests.

Stuzo defined its research plan, tools, and methodologies, including ethnographic and qualitative research, went into the field, interviewed dozens of Guests, and observed over a hundred hours of Guest interactions in various D&B stores across the US.

Stuzo concluded the initial strategy and validation phase with a Feature Prioritization and Stakeholder Alignment Workshop (“FPSA”) at D&B headquarters, where data from Guest research was used to align all stakeholders on go-forward strategy.

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CX Design: From Validation to Guest Experience

Based on alignment coming out of the FPSA workshop, Stuzo designed Guest journey flows for mobile and kiosk that addressed the wants and needs of D&B Guests.

The resulting Guest experience designs, driven by “voice of the customer,” represented a significant increase in value and utility compared with the existing in-market solutions.

Interface Design & Rapid Prototype

With Guest experience and journey design complete, Stuzo designed pixel perfect mobile and kiosk screens, inclusive of mobile wallet and payments, loyalty/rewards mechanics, game activation, gameplay and prizes, and more.

Modern Digital Commerce Infrastructure

D&B required a modern digital infrastructure to power their business today and into the future. This infrastructure included a set of foundational technologies to modernize legacy systems, remove point to point integrations, and add web services for abstraction, normalization, and business orchestration.

Stuzo deployed a modern digital infrastructure for D&B, empowering the business to:

  • Modernize and extend its legacy technology infrastructure,
  • Leverage interoperable data,
  • Utilize real-time analytics and metrics to drive business outcomes and Guest behavior,
  • Streamline operations across teams,
    Extend its digital experiences with speed and agility, and
  • Decrease dependency on specialized technology resources.
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Engineering & Delivery

Stuzo then built native iOS and Android mobile commerce and loyalty applications on top of the Digital Infrastructure Experience API (a modern GraphQL-based public API).

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Stuzo’s Results

A Guest-Validated, Frictionless Mobile Commerce Solution

Working closely with Apple, Stuzo and D&B were approved by the Apple iOS team to become the world’s first-ever iOS app to utilize Apple’s iPhone and Apple Watch NFC hardware for Tap-to-Play capabilities. Fun, awesome, and like magic.

D&B’s new mobile commerce app empowers Guests with frictionless Power Card® activation, Power Card recharging, game activation and gameplay, and is gaining fast adoption by D&B Guests.

As a leading North American owner and operator of entertainment and dining venues, we are deeply invested in creating exceptional Guest experiences through engaging and relevant technology. We worked with our Guests to understand what digital capabilities would make their experience more entertaining, rewarding, and fun. Our digital transformation program represents a big leap forward in delivering more seamless out of store and in store experiences. We’re thrilled to bring these capabilities to market and have an exciting roadmap already underway to expand and enhance our digital experience offering.”

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