PowerPoint Presentation

Pd project- Ikea tampines restaurant Chung Li Min 108039

Problem statementIkeas a household furniture company. There are people whose main objective is to go to their restaurant to eat.

What can you do to enhance their dining experience or create a new dining experience for them?

Can we relocate the Ikea restaurant / implement a new outlet for Ikea restaurant?

Shop for productsIkea Restaurants & Caf Shop for productsExitEntrancehttp://www.ikea.com/ms/en_SG/the_ikea_story/the_ikea_store/practical_tips.html#/link5

ResearchIkea businessAt IKEA, their vision is to create a better everyday life for the many people.

Their business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

As for their restaurant purpose is to allow the customers to have a break and have their meal before continuing with their shopping.Ikea floor planIntention: is to keep customers in store longer, as long as they could.

It makes the customers feels compelled to pick up a few extra impulse purchases.Market hallTo Level 3Ikea restaurant & Caf Staircase & liftToilets/ phonesSmaland playroomEscalator & lift(Entrance)Living roomLiving room storageDining iiiiiiiiChildrens ikeaiiiiiiiiiiiiiishortcutshortcutshortcutworkspaceWardrobes & storageBedroomKitchen Effective restaurant designDesigns that encourage eye contact: Lots of diagonal seating or a bar in a U shape might be well received in restaurants that target a young, single market.

Breaking up the dining space with partitions or other visual barriers makes the restaurant appear pleasantly busy even during slower periods, and allows guests to feel connected to but not necessarily part of a larger group.

If given a choice of where to sit in a restaurant, a majority of people prefer sitting at a table next to some kind of permanent architectural feature:

A window, a wall, or even a low partition. This anchoring behaviour is most likely related to psychological needs.

We need personal space around us to feel comfortable.

https://docs.google.com/viewer?a=v&q=cache:qWPyUgIcyeMJ:www.informedesign.org/_news/dec_v02-p.pdf+&hl=en&gl=sg&pid=bl&srcid=ADGEESgQSeRWzgSw6N8H5k_KnDqgF7dzseIrT46gd5M6hahC1sb5Fwiv8508J9p6aVxQ8_A_s9YWNNpuopB7vuHu3tvh1Ce_Lr2svCbuJ1XrEqmPGq9lpfQzJCLGEv4dLau9qauYVwG5&sig=AHIEtbQGQIurc-eb0tp9NTFxrnUDKlTzGw

Seats near to windows is most desirable for romantic dinners or intimate meals with friends.

If eating alone, they will have strong preference for anchored table in low-status part of the dining place.

Rare individuals will prefer no anchoring features tables in the middle of the place.

Diners will select an empty anchored table first but if no anchored table is available then they will choose an unanchored one that positions the diner well away from strangers.

https://docs.google.com/viewer?a=v&q=cache:qWPyUgIcyeMJ:www.informedesign.org/_news/dec_v02-p.pdf+&hl=en&gl=sg&pid=bl&srcid=ADGEESgQSeRWzgSw6N8H5k_KnDqgF7dzseIrT46gd5M6hahC1sb5Fwiv8508J9p6aVxQ8_A_s9YWNNpuopB7vuHu3tvh1Ce_Lr2svCbuJ1XrEqmPGq9lpfQzJCLGEv4dLau9qauYVwG5&sig=AHIEtbQGQIurc-eb0tp9NTFxrnUDKlTzGw

Effective restaurant design (contd)ObservationsObservations of current siteFurniture:

Not all the restaurant furniture brings familiarity of Ikea showroom.

Using Ikeas products as the furniture for the restaurant.

Place Ikeas products and promote them in the restaurant along the path or where the patrons seats.

Food:

The menu board does not show the description and prices clearly.

Enhance the menu board of Ikea restaurants popular food. (Eg: enlarge the image at the same time can see the prices and proportion better.)

Ambience:

Currently, the lights do not directly have spot-lights on specific tables.

Using warm lightings and give the customers a cozy feel so that they will enjoy their food and will visit Ikea Tampines restaurant the next time.

Architecture:

Currently the wall remains white.

Giving the customers a plain wall without textures what will they feel in that place. What makes them satisfied and appealed to eyes?

Paint the walls with different patterns

Location:Is the location easily accessed by the customers? Where is the satisfied location for them?Drafting the surveyQuestions asked?How is the current Ikea dining experience like?Do they include Ikea specialties in the restaurant?Where can the restaurant be located instead of being inside Ikea?What is the concept of the restaurant?What is Ikea objective for the restaurant?

Understanding Ikea Tampines RestaurantUnderstand the users needs and wants before continuing to design.

Crafting survey to get feedbacks from the users then further enhance the dining experience.Draft Survey QuestionsName, age, profession.Do you live near Ikea Tampines? Yes/ NoHow frequent do you visit Ikea Tampiness restaurant? Daily/weekly/ monthly/ occasionally. Please elaborate.If you were to rate the restaurant (0-worst, 5-excellent):Atmosphere__Food__Architecture__Ambience__Overall dining experience__What improvements can be done to enhance the dining experience?If it were to be relocate or franchised out, where would you want it to be?What should be remains or replaces with new elements?____ Why?_____(eg: atmosphere, ambience, architecture, food and etc.)

Improvised Survey Questions (Page 1)Understanding Ikea Tampines Restaurant

Introduction: Hi, I am student from Design for interactivity. I am doing this survey for my project. It is regarding user-research for Ikea Tampines restaurant. Please kindly give me your valuable feedbacks for Ikea Tampines restaurant. It will roughly take about 6 minutes of your time. Thank you.Improvised Survey Questions (Page 2)About yourself

Name: Email Address:

Age Range: under 18 18-24 25-34 35-54 55+

Do you belong in any of the following profession?DesignFood & BeverageBusinessNone of the above

Improvised Survey Questions (Page 3)2. How frequent do you visit Ikea Tampines Restaurant? Daily Weekly Once in a month Once in 3 months Others (please specify):

Improvised Survey Questions (Contd Page 3)3. How would you rate the Ikea Tampines restaurant? (Provide a tick for each row)

Very SatisfiedSatisfiedNeutralDissatisfiedVery DissatisfiedAtmosphereAmbienceFoodArchitectureLocationOverall Dining ExperienceImprovised Survey Questions (page 4)4) In your opinion, which of the following could provide you a satisfying dining experience? (Tick all that applies)

ATMOSPHERE- In your opinion, which will be the suitable and satisfied atmosphere? Placement of the furniture Layout of the restaurant Environment Sound (music played etc.) Others (please specify):

AMBIENCE- In your opinion, which will be the suitable and satisfied ambience? Soft lighting (dim light , warm light) Bright lighting (white light) Signage (menu board etc.) Seating (different seating plans) Others (please specify):

Improvised Survey Questions (contd page 4)FOOD- In your opinion, which will be the suitable and satisfied food? Swedish Meatballs Chicken Wings Najad Salmon Fish & Chips meal Others (please specify):

ARCHITECTURE- In your opinion, which will be the suitable and satisfied architecture? Furniture (tables, chairs etc.) Wall structures (shapes, colours etc.) Flooring (tiles, textures etc.) Others (please specify): LOCATION- In your opinion, where is a suitable and satisfied location for the restaurant? Inside Ikea at the right side of the Entrance Outside of Ikea at the left side of the Exit Outside of Ikea nearby shop houses, shopping malls. Others (please specify):

Improvised Survey Questions (contd page 4)Improvised Survey Questions (Contd page 4)5) Any suggestions you would recommend for improvements to enhance your dining experience:

6) If the FOOD prices were to be changed due to the NEW DINING EXPERIENCE. Will you still be willing to pay for the food?Yes No Depends, please elaborate:

Thank you for your valuable time and have a nice day!

Comments/ remarksAtmosphereAmbienceFoodArchitectureImprovised Survey Questions (online)

Improvised Survey Questions (online)

Improvised Survey Questions (online)

Improvised Survey Questions (online)

Improvised Survey Questions (online)

Improvised Survey Questions (online)

Improvised Survey Questions (online)

Improvised Survey Questions (online)

Survey resultsSurvey detailsTotal survey size collected: 46

Rating of Ikea RestaurantAtmosphereHighest ratings:36.4% Environment28.6% Sound

Most common comments: PrivacyCozyMore spaceAdd music/entertainment

AmbienceHighest ratings:43.8% Soft lighting(dim light, warm light)35% Seating (different seating plans)

Most common comments: To play some background music.Spot-lights (with soft lightings) at each table.Provide homely feel and peaceful ambienceDifferent arrangement of seating plans/themes

FoodHighest ratings:29.5% Swedish Meatballs28.4% Chicken Wings

Most common comments: More varieties and better quality of food

ArchitectureHighest ratings:47.4% Furniture (tables, chairs etc.)

Most common comments: Have different design of furniture from Ikea to fit different seating plansTheme diningComfortableUse of furniture/themes to create homely environment.

LocationHighest ratings:67.4% Inside Ikea at the right side of Entrance

Most common comments:None.

New dining experience vs moneyWhether the users will be willing to pay for a new dining experience:

47.8% Yes6.5% No45.7% Depends and elaborated

Most common comments:

If the environment becomes better and the food is worth the price, I do not mind paying.

Depends on how much they increased the price to.

Proposed DesignDesign ConsiderationsIncrease the privacy level.

Pipe in music

More spaces

Change the type of lamps used.

Change of setting.

Enable restaurant patrons to feel homely and comfortable.

Change the overall surrounding with different arrangements of seats and furniture used.

Use of Ikea furniture

DesignCategoryHighest ratingsMost common commentsDesignAtmosphereEnvironment (Overall setting/surrounding)

Sound Privacy

Cozy

More spaces

Music/ EntertainmentIncluded dividers/partitions

Lessen the amount of seats

Pipe in musicAmbienceSoft lightings

Seating plans Spot-lights on each table using soft lightings

Have different arrangements of seating plans/themes

Provide homely feel and peaceful ambience

Ceiling hanging lamps with warm lighting

Floor lamp s with warm lighting

Create personal space with different seating arrangement

Use of Japanese tatami mat style ArchitectureFurniture Different furniture designs to fit different seating plans

Comfortable

Use of furniture to create homely environmentUses different furniture from Ikea

Uses furniture and seating arrangements to provide comfortable and homely environment

Current seating plans

Improvised seating plans

Changes made - AtmosphereImprovised design with new setting and pipe in music.New setting

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7Pipe-in Music

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1Partitions/Dividers added to provide privacy.Pipe in music

2Pipe in music

3Pipe in music

4Pipe in music

5Pipe in music

6Pipe in music

6Pipe in musicChanges made AmbienceImprovised design with soft lighting and using different seating plans.

12345Soft-lighting and Seating plans

1Create personal space with alternate seating arrangement

1Partitions/Dividers added to provide privacy.Change to vertical arrangement to provide more space.

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5Changes made ArchitectureImprovised design uses Ikea furniture in different seating plans.

12345Use of Ikea Furniture6

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AMMERBar table, dark brown, beige

AMMERBar stool, dark brown, beige

1MELLTORPDining table, whiteIKEA Nils Padded dinning chair

1

IKEA can customize this kind of tables and chairs for their restaurant.

MELLTORPDining table, whiteIKEA Nils Padded dinning chair

2

Ikea Foto Pendant LightDark grey

2

MELLTORPDining table, whiteIKEA Nils Padded dinning chair

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MELLTORPDining table, whiteIKEA Nils Padded dinning chair

IKEA can customize this kind of tables and chairs for their restaurant.

IKEA can customize this kind of tables and chairs for their restaurant.3Ikea beanbag sofa, whiteVITTSJCoffee table, black-brown, glass3

Ikea beanbag sofa, whiteVITTSJCoffee table, black-brown, glass

ALNGWall lamp, nickel-plated, white

3Ikea Malm occasional tablewhite

MARTINChair, silver-colour, black

4

IKEA can customize this kind of tables and chairs for their restaurant.

4

OKATIRug, high pile, whiteHAMPEN Rug, high pile, black

KLUBBOCoffee table, black-brown

4

OKATIRug, high pile, whiteHAMPEN Rug, high pile, black

KLUBBOCoffee table, black-brown

5

AMMERBar table, dark brown, beige

AMMERBar stool, dark brown, beige

IKEA Nils is a padded dinning chairIkea Foto Pendant Light - Dark GreyIkea Orgel Floor Lamp Types of furniture

ALNGWall lamp, nickel-plated, white

AMMERBar stool, dark brown, beige

Ikea beanbag sofa, white

MELLTORPDining table, white

VITTSJCoffee table, black-brown, glass

AMMERBar table, dark brown, beige

BJURSTADining table, brownFor Tatami style

OKATIRug, high pile, whiteHAMPEN Rug, high pile, black

KLUBBOCoffee table, black-brownFood menu

Food menu

Touch point Touch PointsExpectationsDefectsWalk-inPrivacyComfortable seatingDo not have privacyAtmosphereCozySpaciousMusic/entertainmentDo not have clear musicDo not have enough personal space.Ordering serviceClarity of food menuService of staffSome of the food menu description and picture overlaps.Food & DrinkDelicious foodDisplay of foodReasonable

Leave the restaurantDifferent route to leaveNot packed with human trafficTHE END