Bengawan Solo
To the next level
My Role
Conceptualization & Spatial Design Lead - Customer Flows, 3D visualization, User experience design.
Team
Yinuo(myself) - Spatial domain
Angie - Spatial domain
Yang - Communication domain
Jodi - Communication domain
Sharlyn - Communication domain
What's this project about?
Our design project focused on enhancing the experience of tourists encountering Bengawan Solo, a beloved Singaporean Nyonya kueh brand. We identified a lack of awareness among foreign customers about the cultural significance of Nyonya kueh.
To address this, we utilized different design strategies, including redesigned and optimized the user experience of their Changi Airport flagship store, promoting cultural understanding and appreciation alongside the delicious kueh.
Timeline
2022 Oct - Dec, 2 months
How might we share Bengawan solo Kueh with tourists in Singapore?
0.1 Pitch Video
What is Bengawan Solo?
0.2 Introduction
Research
0.3 Secondary SWOT Analysis
Branding Study
0.4 Study of the most recent rebranding.
Case Study
0.5 Competitor study of the brand Harri Anns
Primary Research
0.6 Survey and Interview findings
0.7 Competitor study of the brand Harri Anns
Primary Research
0.8 Foreigners who's looking for a luxurious experience
Personas
0.9 Foreigners who's looking for a luxurious experience
1.0 Down to earth Backpacker
Empathy Mapping
1.1 To allow us to further understand our target audience's perspective.
Problem Statement
1.2 Problem statement to Objectives.
Service Blueprint
1.3 Planning through the entire service.
Stakeholder Mapping
1.4 Mapping out all the possible stakeholders.
Our Strategy
1.5 Our 5 branches strategy.
01 Singapore Airlines Inflight Menu Packaging & Entertainment
1.6 Frist engagement through collaboration with Singapore Airline.
02 Experiential Store
1.7 Experiential Store.
Kueh Making Area
1.8 Render & 3D Visualization of Kueh Making Area.
Cashier Area
1.9 Render & 3D Visualization of Cashier Area.
Dine In Area
2.0 Render & 3D Visualization of Dine In Area
Bar Area
2.1 Render & 3D Visualization of Bar Area
Merchandise Area
2.2 Render & 3D Visualization of Merchandise Area
Workshop Area
2.3 Render & 3D Visualization of Worklshop Area
03 Hotel Touchpoint
2.4 Introducing Kueh as a welcoming platter.
04 Gardens by the Kueh
2.5 Introducing original Kueh ingredients in gardens by the bay.
Gardens by the Kueh
2.6 Explaining the key ingredients used in Kueh.
05 Moblie Cart
2.7 Strategically placing Kueh Carts in tourist attractions.
2.8 Cart locations
06 Tasting & DIY Kit
2.9 DIY Kueh allow tourists to share this cultural experience.