DARK LAB
@Aug-Nov 2021
Service Strategy | Co-create| Workshop | Branding
DESCRIPTION
Dark Lab is O'PASTA's innovative monthly workshop, designed to foster co-creation between chefs and customers in the development of new recipes. This initiative aims to continuously fuel creativity in crafting localised dishes through collaborative user engagement. Additionally, it seeks to capture public interest and enhance customer loyalty through these unique co-creation experiences.
Deliverables
Co-creation Workshop
Printed stickers
Guest card
Wechat Mini-app
Design Tool
Questionnnaire
Workshop
Service Strategy
UI/UX Design
SaaS
Team
2 Designers
1 Business Expert
Responsibility
User Research
UI/UX Design
Service Blueprint
Vsual Identity
Information Architecture
ABOUT O'PASTA
A Western Fast Food Restaurant Brand
O'PASTA is a newly established high-quality Western fast food chain targeting people who demand high quality food and like to find more possibilities in their daily meals.
The first restaurant of O'PASTA was opened in December 2021, in Jing'an Temple district, Shanghai.
Various dinning occasion with localised menu
O'PASTA aims at covering more dine-out occasions, so it is necessary to develop a variety of dishes. In the current business strategy, people who dine out for working day lunch and casual dinner are our main target customers.
In oreder to be more in line with local customers, O'PASTA hopes to incorporate the taste of Chinese food into the form of western meals.
Goal of Development
VARIOUS, FAST, HIGH-QUALITY RECIPE INNOVATION
The process of recipe development and innovation has become a vital part, which will be a huge challenge for achieving the goals.
MORE PUBLIC ATTENTION, STRONGER BRAND LOYALTY
As a new brand, attracting more attention is what O'Pasta urgently need. In the long run, user brand loyalty has a greater impact on the management and profits.
recipe development process
It is a long process, and it is difficult to get customers' feedback.
questionnaire
Survey results based on 165 participants
CONCLUSION
● People are generally interested in developing new recipe with professional guide.
● Improving cooking skills, having an interesting experience, having a sense of accomplishment are the top three things people look forward in the event.
● 80% of people are willing to try new dishes in a restaurant.
persona
ideation
What our customers need & What works for us?
Perference
Understanding customer taste preferences and expectations allows us to tailor our dish development more effectively and reduce information asymmetry.
Feedback
The user’s evaluation of the dishes helps us improve the menu and guide the direction of future development.
Creativity
Creative solutions from customers can be unexpected and inspired. Adopting these ideas can enhance the competitiveness of our menu.
Exclusive recipe
During the localisation process, we aim to learn about local culinary practices, which can be shared by food enthusiasts from this area.
insights
Co-create with customers!
What is
Co-creation?
Co-creation is an approach that allows users to participate in the innovation and combination of dish ingredients. With appropriate guidance, users can offer their views, feedback, and suggestions, which are crucial for initial concept formation and ingredient selection.
This participation offers valuable customer insights, aiding us in understanding and meeting customer needs early in the product development stage.
scenario
We create a scene with Lego blocks to present different roles, and how they participate in or contribute to the event.
stakeholder map
service blueprint
Co-create with Stakeholders
We invited staff and customers to picture this activity with us, and give professional advice from their perspectives.
Staff from Restaurant
"Attend the workshop and prepare ingredients."
● We would be interested in the event if it includes extra compensation. This event could help us build stronger relationships with customers.
● We directly engage with customers, allowing us to suggest recipe elements and gather their opinions and feedback.
suppliers
"Seasonal food first."
● As seafood, vegetables, and some other ingredients have seasonal availability, it's advisable to pre-set our menu choices according to the different seasons.
chef
"I need recorded steps and assistants."
● I like contacting with customers, I want to know how they feel about the dishes.
● How users make, and what they use should be recorded, for reproduction after the event.
● Assistants will be needed in the process, to ensure safety and alleviate my workload.
● Culinary students could be ideal for this role. I aspire to become a influencer and attract followers, but I'm uncertain about the approach.
marketing & operation
"Maximize the influence"
● This event have the potential to gain more public attention. We should maximise the influence of this event on social media, by inviting KOL, creating trendy theme.
● We can create engaging merchandise to be sold after the event.
customers
"Less rules, good results, fun experience."
● I hope we don't have to do every step in accordance with strict regulations.
● Only results with good-looking photos can be appealing to others.
● It would be enjoyable if I can share my work with others.
User experience
"Post-event rewards can improve user experience ."
● If the excellent recipe developed by participants can be included in the menu of restaurant, they will be more likely to treat the process seriously.
● We should take the work of the participants seriously, no matter it tastes good or bad. They are seeking a sense of achievement from this experience.
Storyboard
Simulate the process of recipe development
2. Choose ingredients
Participants chose the ingredients to be used from all the ingredients written down.
1. Brainstorm
Participants wrote down ingredients, feelings, tastes, images came to their mind according to the topic.
3. Cooking methods
Participants decided how to cook and use every ingrdients they choose.
4. Outcomes
Participants drew what it shoud look like and the setting. Participants named the recipe and wrote description for the dish.
Conclusion
Participants have clear ideas on how to deal with each ingredient, but they cannot imagine the taste as a whole.
Participants enthusiastically share their results with each other, suggesting the addition of more interactive activities like photo sessions and peer scoring.
Participants effectively noted ingredients, emotions, flavors, and visualised concepts, offering valuable input for recipe development.
Next step...
Intergration of touchpoints
Merging the interactive and creative experiences of the offline workshop with the functionalities of the application, to further elevate customer engagement and overall experience.
User Participation & Feedback
Leverage user feedback from workshops for ongoing recipe innovation, design an interactive form, including a rating system, comment section, and suggestion submission feature.
Loyalty Incentive Scheme
Reward active event participants and feedback providers with vouchers, loyalty points, or special experiences, incorporate features like Ranking, friends Invites, dietary habit analysis.
DARK LAB
"The Innovation Service System Design for A Food Brand"
Client Project
