DESIGN A BETTER RAMEN

EXPERIENCE

3 different locations: on campus University Crossings Residence

Hall grocery store in the ramen aisle.

STEP 1: IMMERSE

Ramen is cheap and easy to make, so the main buyers are college students.

Ramen is unhealthy as it contains high levels of sodium

Ramen is experiencing increasing popularity as it is considered trendy food among the hipster community. In NY there are a lot of Ramen restaurants where you can get it for about $7.

3 BIGGEST LEARNINGS

We interviewed 10 people.

video

STEP 2: OBSERVE, ENGAGE

The first time I ate ramen was: “I was 8, my mom made it for me”

It reminds me of: “College and living in poverty”

The last time I ate Ramen was: “In college, 4 years ago”

“I eat it only when I don’t have anything else at home. It’s not good for you”

Interview

One of the guys that we interviewed had never tried Ramen before. He is one of the rare American college students who can survive without ramen.

What did he think about ramen? He said, “Mmm, I think that it should be more spicy and flavored”.

What surprised us

How is ramen perceived by our interviewees? Cheapest option Quick meal Unhealthy Perfect meal for finals Cozy winter meal

Findings

#CollegeLife

Nobody would pay more than $3 for a package of ramen.

Several people would like to have a larger variety of flavors.

What else?

“Sorry, I cannot try it because I’m vegan! If there was a vegan instant ramen I would try it though!”

Interesting quotes

What does ramen mean to our users? Real value cheap quick easy to make

STEP 3 DEFINE: POINT OF VIEW

College students

Ramen is broke college student food!

Main buyers

TARGET: College students between 18-23 with low or no income

STEP 4 AND 5: IDEATE, PROTOTYPE AND DISCOVER

3 FLAVORS:

Chicken Vegan Protein Plus  

What do they want? More flavors!

LOW SODIUM RAMEN

What do they want? Healthier ramen!

What do they want? Engagement!

#FindYourRamen CAMPAIGNGOAL: to create engagement

3 lines based on student habits:

Cozy Ramen Late Study Ramen Party Ramen

What do they want? Engagement!

What do they want? A new packaging!

#FindYourRamen

#FindYourRamen

USER COMMENTS

“I love it! I would definitely buy the late study ramen multipack! I don’t have time to buy groceries during finals and ramen always saves me from starvation!” Sarah

“A ramen party sounds great!” Andrew

“I am definitely a cozy ramen girl! Warm blankets and ramen are perfect for my winter Friday nights!” Abby

“You should build a ramen community!” Jack

STEP 6TEST: OBSERVE AGAIN

HOW TO BUILD A THRIVING RAMEN COMMUNITY?

Mobile app based on Tinder’s business model to mix and match different ramen users.#FindYourRamen

STEP 7 IMPLEMENT: ITERATE