The Rippple Thesis Development

stay in the game

amal alnaniah

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Enhance the Experience to Stay in the Game.

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Contents 006

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concept development b a c k g r o u n d , p r o b l e m , st r at e g y , g o a l

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topic research p e r s o n a s , i n t e r v i e w s , i n s i g h ts , c o m p e t i to r s

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b r a n d e x p l o r at i o n i d e at i o n , t i m e l i n e , i n s p i r at i o n , i n i t i a l d e s i g n

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test and interpret u s e r t e st i n g a n d f e e d b a c k

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d es i g n so lu t i o n i d e n t i t y s yst e m , b r a n d d e l i v e r a b l e s

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CONCEPT DEVELOPMENT background

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problem

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strategy

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goal

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01.

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forward

How I Chose My Thesis.

t h e p o w e r o f o b s e r vat i o n It all started with observation, I enoy watching and analyzing people’s behavior, How people react to enviroments and their sorroundings. I noticed it effects their attitude and their decisions subconciously. I speciaily notcied how a space designed could alter their judgement and their loyalty.

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Judge a man by his questions rather than his answers.

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I designed posters to capture my observations.

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background

What I Do Know.

w h y i s d e s i g n i m p o r ta n t ?

Design speaks to all our senses, it enhances ones perspective and lifestyle. People buy brands that bolster and communicate their attitudes, which is why we should carefully design the places we go to and the things we choose to own.

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85%

67%

32%

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It takes exactly 3 seconds to make a judgement based on design only

People would choose form over function, pleasure over practicality.

People find beautiful things to be valuable and worth spending money on.

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22% Small Restaurants and Bars number one priority is design, the remaining undermines its value

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w h y r e s ta u r a n t s a n d b a r s ?

Their success depends on repeat customers Less than 50% of the businesses stay open longer than 3 years.

Their businesses depends on pleasing people.

80% of companies believed they delivered superior experience to their customers, but only 8% of customers agreed. This highlights the need for services to be designed for what users really need. according to bain and company

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“

Small businesses number one concern is not money. It is finding and keeping the customers.

—professor

”

of entrepreneurship of babson college

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problem

How I Defined The Problem.

challenges To convince small restaurant and bar owners that they need design in order to succeed in the business. Figure out an approachable and digestible way to receive the knowledge.

There is more than one way to experience design. g oa l s Increase their profit by educating them on the power of design, Prepare them to be better design clients while connecting them with designers.

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TOPIC RESEARCH personas

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interviews

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insights

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competitors

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research

Where I Found Possibilities.

findings

Small Restaurant owners wear multiple hats, they need tools and resources that are convenient and time sufficient.

After interviewing some of the restaurant and bar owners, I continued researching some of the materials they use for any knowledge to help their business grow. What is mostly available out there for them are account and financing tools, cheap website design tips, and top notch magazines that only remind them that their dream restaurant is yet far.

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Questions.

Assumptions.

2/ what does creativity mean to regular people?

1/ what is the relationship between form and function?

3/ are you assuming that it is difficult to yell at an attractive woman?

4/ how does our minds see things?

5/ how is trust related to design?

8/ are you assuming that design tells you how to behave?

6/ how does economy relate to good design?

10/ how can a mood influence an aesthetic decision?

7/ what does it mean to look powerful?

12/ what do you mean by pleasure is deep?

9/ what youthe mean byof emotion design?

11/ howdo does value origins and relate to aesthetics?

13/ are you assuming that there are other ways people respond to aesthetics?

14/ do people like things that are extensions of themselves?

15/ how do people associate type of personality with aesthetics?

16/ are you assuming that aesthetics suggest a promise?

18/ what would make people care about aesthetic design?

17/ Do you assume that beauty means success?

20/ why would someone assume that expensive stuff are more pleasurable?

21/ what is the probability of something looking good to taste good?

24/ are you implying music can be seen and not only heard?

25/ are there reasons to believe that aesthetic design can be cross cultural?

27/ how does status apply to aesthetics?

29/ could nature be an example to represent the integration of effect and cognition?

22/ could you assume that emotion trumps logic?

23/ all your reasoning depends on the idea that design should be affordable. functional and pleasurable?

26/ what assumption and decision people make based on the form of the design?

28/ what factors of aesthetics matter to influence one’s experience?

30/ do the public believe that aesthetics have social and cultural importanc?

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32/ is there evidence to show how fast one judges aesthetics?

31/ why do attractive things work better?

34/ why is aesthetic design important?

35/ why good aesthetic designs last longer?

37/ does it matter what things look like?

39/ what effects does good aesthetic design have on creativity/problem solving?

41/ how did the philosopher Alexander Baumgarten define aesthetics?

43/ would an image of raw uncooked meat compel you to eat/

45/ how does one person from another measure aesthetics?

48/ why do people dispose or neglect a bad design?

33/ how would designers respond to usability should equal beauty?

36/ could good design convince people easily?

38/ how do synthetics respond to aesthetic designs?

40/ how does the public view aesthetic design?

42/ do decisions based on aesthetic design shape our cultural landscape?

44/ what would someone who believed that cost and comfort outweigh aesthetics would say?

46/ could good aesthetic design operate in a non equitable world?

47/ would aesthetics refine peoples’ views and tastes?

50/ where and when do you think aesthetic design is necessary?

49/ do people in beautiful environment think clearer?

52/ could pleasing designs make people more tolerant of difficulties?

1- put the 50 to 80 questions here in this box in small type

54/ are you implying that people like to look and feel expensive?

53/ when you say emotion and design, did you mean human-centered designs?

55/ if good design can cause pleasure, can it also cause pain?

56/ how can one settle this question “could good aesthetics control one’s mind?”

57/ what would happen if things were design as if it were human?

58/ if aesthetics influences people, then can it be influenced by people?

59/ can you measure emotion? does it have a timeline?

60/ is aesthetic design viewed the same globally or is it different?

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personas

Who Got My Attention?

Widen the pool until I find the perfect target.

w h o i s t h e p r oj e c t f o r ?

Since the project began from observing design’s effect on people, I listed the target audience that would best fit the objective of my topic. For example, design enthusiast, a collector, and a restaurant owner.

From research, I found that restaurants are in most need to understand the power of design and apply the theory for their success.

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YOU TALKING TO ME? JAKE, THE AMBITIOUS RESTAURATEUR

— you dont need to be rich to look expensive.

She dreams big, and aims for her goals Strives for elegance and uniquness in her lifestyle She believes that you do not need to be rich to obtain Good design aesthetics

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online

Survey.

Ask, and you shall receive... Gold Feedback

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onsite

Interviews.

Close and personal.

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WHERE DO YOU THINK AESTHETIC DESIGN SHOULD BE MOST IMPORTANT? WHY?

HOW DO YOU GET INSPIRED? PLACES? ENVIRONMENT? PEOPLE?

YOU WORK FOR A COMPANY, HOW WOULD YOU LIKE THEIR OFFICES OR ROOMS TO LOOK,FEEL OR SOUND LIKE?

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WHY DO YOU LIKE THE THINGS YOU LIKE?

WHY DO YOU THINK AESTHETICS IN DESIGN IS IMPORTANT?

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SHORT BIO full name

age

nationality

degree in

gender: F/M

describe yourself

SHORT BIO full name

age

nationality

degree in

describe yourself

Tell us

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The way something is packaged could trigger and attract people.

—wang-tig

gender: F / M

Tell us

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Everything has its own standards of aesthetics.

—ziv

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SHORT BIO full name

age

nationality

degree in

gender: F/M

describe yourself

SHORT BIO full name

age

nationality

degree in

gender: F / M

describe yourself

Tell us

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Design reflects on the object wether it can be trusted or not.

—roman

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Tell us

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Ugly things make me unhappy and uninspired.

—zanglin

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Food is connected to everything. It’s the glue between people, it’s how we interact with each other.

—barbara

putman cramer

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insights

What is My Next Step?

forming insights _01 Restaurants/bars do not fully recognize the value design _02 Restaurant/bars can learn to leverage the language of design _03 The owners require proof of concept that design effects R.O.I

From research and interviews, I formed three strong insights that guided me to effective strategies for design solutions.

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competitors

What is Out There?

event

pinch food design So we created Pinch Food Design, a bold new brand of catering powered by a state-of-theart kitchen and design workshop devoted solely to the creation of one-of-a-kind “food furniture.� Our intention? To impress, entertain and inspire with food as delicious as it is daring, and design as inviting as it is innovative.

my opportunity Pinch focuses on food catering designs to promote it to chefs and food lovers. However, my event will focus on giving SMB a chance to recreate a new experience, be connected with designers, and get analysis on people’s reactions and behavior for future purposes.

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magazine

r e s ta u r a n t d e v e l o p m e n t a n d d e s i g n The magazine helps facilitate a conversation and exchange of ideas among restaurant development executives at the corporate and franchisee levels, design consultants, construction providers and other integral players in this building and renovation process. restaurant development + design provides a platform that allows these professionals from divergent backgrounds to come together to share best practices, perspectives and experiences in the pursuit of developing solutions they can apply in the building, maintenance and repairing of their various locations.

my opportunity The competitor speaks to too many interested parties, and positions itself to speak to corporations and designers. My magazine will completely speak to and focus only on small business, specifically restaurant and bars, The goal is to educate them without overwhelming them with design talk.

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BRAND EXPLORATION ideation

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timeline

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inspiration

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initial designs

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03. p . 57

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i d e at i o n

How I Solved The Problem.

ta r g e t

e x p e r i e n c e d e s i g n f o r r e s ta u r a n t s

Undeserved small restaurateurs, and bar owners.

Experience design is to have a great experience across all touch point, from the colors used to the music played. When appealing to consumer’s other senses; sight, hearing, smell and touch then it will influence their behavior, increase satisfaction, and capture quest loyalty on a deeper level.

t h e va l u e o f e x p e r i e n c e d e s i g n Experience design will allow for meaningful connections and interactions, it is the key differentiator that makes us go back to the brand, product or company. Giving people what they really need and want will maintain a competitive advantage.

Good design helps businesses stand out.

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Outcomes and Strategies. o u t c o m e s e x p e r i e n c e d e s i g n i n r e s ta u r a n t s Their success depends on repeat customers Less than 50% of the businesses stay open longer than 3 years.

Their businesses depends on pleasing people.

Experience design will increase a business profit by at least 20% according to nile

,

experience and service design studio

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-

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c u l t i vat e a n e x p e r i e n c e design mindset

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p rov i d e bas i c e x p e r i e n c e d es i g n tools and resources.

-

c r e at e o p p o r t u n i t i e s t o r e d e s i g n e x p e r i e n c e s f o r r e s ta u r a n t s .

-

at t r a c t yo u n g d e s i g n e r s t o r i p p p l e .

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timeline

Time For Production.

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initial designs

How I Explored Design Solutions.

To best speak to the restaurants and bars, I have to explore the appropriate design language to convey the objective of the brand in an approachable way.

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Toblerone is not just chocolate, it is the thank you chocolate.

that so when they asked me if I had an idea for Coffee & Cigarettes, I said I was thinking of drawing a coffee mug and ash tray with faces on them, and make one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.”

that so when they asked me if I had an idea for Coffee & Cigarettes, I said I was thinking of drawing a coffee mug and ash tray with faces on them, and make one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.”

sicontem hos, c. Catil veses pecit; nihille rfectel lerdit; nu que ad in addum

featured business cellarmaker brewing co location san francisco, ca industry type brewery branding by gamut gamutsf.com website cellarmakerbrewing.com

SPACE Nick fullmer & cellarmaker brewing interview aste consicontem hos, c. Catil veses pecit; nihille rfectel lerdit; nu que ad in addum

Nick fullmer & cellarmaker brewing interview aste consicontem hos, c. Catil veses pecit; nihille rfectel lerdit; nu que ad in addum

Niquitatio, pro intiderumus auctatu inatiam medo, audam publicavo, condien ihicum viliciaet facia cons commo inum rehebat, superit.

featured business cellarmaker brewing co location san francisco, ca

one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.” Incim autecus es ex et ex eat maiosam dolore escieni ssequas maximen imillibea dolupta ectiatem aut lignisi nveliqui ut hilis nos molent. Aditium ese corehenis eat enihitio berferate sum estio. Nem sed quo odiosse quatia invel exces que volut hilique volupta soluptium qui unde dis ut a andam, intio enis incia dis restem. Et laut ad mil iuntempe vere nusapid qui corehen ihiliquisime quibus.

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industry type brewery

SUGARFISH

TOBLERONE

shirts as beers came out. That design was really easy. Growing up I loved to draw inanimate objects and add a face to them.

I’d look at a Windex bottle and see how I could turn it into a face. I loved doing that so when they asked me if I had an idea for Coffee & Cigarettes, I said I was thinking of drawing a coffee mug and ash tray with faces on them, and make one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.”

branding by gamut gamutsf.com website cellarmakerbrewing.com

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bottles had to age for a long period. I think everybody involved was excited and eager to get something out that people could see. Coffee & Cigarettes had already started to become cultish. They had a last second idea to do a run of shirts as beers came out. That design was really easy. Growing up I loved to draw inanimate objects and add a face to them.

I’d look at a Windex bottle and see how I could turn it into a face. I loved doing that so when they asked me if I had an idea for Coffee & Cigarettes, I said I was thinking of drawing a coffee mug and ash tray with faces on them, and make one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.”

shirts as beers came out. That design was really easy. Growing up I loved to draw inanimate objects and add a face to them.

I’d look at a Windex bottle and see how I could turn it into a face. I loved doing that so when they asked me if I had an idea for Coffee & Cigarettes, I said I was thinking of drawing a coffee mug and ash tray with faces on them, and make one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.” Incim autecus es ex et ex eat maiosam dolore escieni ssequas maximen imillibea dolupta ectiatem aut lignisi nveliqui ut hilis nos molent.

Essulude ad patam dies etius, culturibus, mentrem Romnequam tam iam

shirts as beers came out. That design was really easy. Growing up I loved to draw inanimate objects and add a face to them.

I’d look at a Windex bottle and see how I could turn it into a face. I loved doing that so when they asked me if I had an idea for Coffee & Cigarettes, I said I was thinking of drawing a coffee mug and ash tray with faces on them, and make one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.”

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featured business cellarmaker brewing co

“This brilliant menu design serves as a coaster and a chart to help you remember what beer you’re trying.

Since the brewery experiments with all sorts of different beers in tiny batches, you’re going to need a little help keeping track of them all. So clever, so intoxicating.”

featured business cellarmaker brewing co

6 REASONS TO PRIORITIZE DE

BY BRIAN STECHSCHULTE

The first the beer

featured business cellarmaker brewing co

Maybe you’r to see a bottle for your atten promotional build their br like Jim Stitt chor Brewing er Brewing de a Brett Drei S born artist N

featured business cellarmaker brewing co

featured business cellarmaker brewing co

did you find the beer label format constraining

did you find the beer label format constraining

at all?

at all?

The only thing that’s constraining is that I draw, and I didn’t realize this, I draw a lot vertically. I like tall art, and labels are simultaneously landscape, but you also only see a vertical portion from one angle. It’s a little different thinking about what people are going to see head on, from that angle, and have it work where you can see it no matter where you are. There’s a lot of dimension to it that I hadn’t really considered. So that part was challenging. I use to hate size constraints and now I like them because they tell you when to stop.

Uga. Ucium quiduntio doluptatur?

The only thing that’s constraining is that I draw, and I didn’t realize this, I draw a lot vertically. I like tall art, and labels are simultaneously landscape, but you also only see a vertical portion from one angle. It’s a little different thinking about what people are going to see head on, from that angle, and have it work where you can see it no matter where you are. There’s a lot of dimension to it that I hadn’t really considered. So that part was challenging. I use to hate size constraints and now I like them because they tell you when to stop.

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BY BRIAN STECHSCHULTE

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did you find the beer label format constraining at all?

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30

bottles had to age for a long period. I think everybody involved was excited and eager to get something out that people could see. Coffee & Cigarettes had already started to become cultish. They had a last second idea to do a run of shirts as beers came out. That design was really easy. Growing up I loved to draw inanimate objects and add a face to them.

I’d look at a Windex bottle and see how I could turn it into a face. I loved doing that so when they asked me if I had an idea for Coffee & Cigarettes, I said I was thinking of drawing a coffee mug and ash tray with faces on them, and make one look like it’s caffeinated, and the other like it smokes cigarettes. Tim said, “That’s exactly what I was going to say, this is amazing.”

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The first thing that grabs your eye is the beer label or package design. Maybe you’re drawn to a bold font, or you’re shocked to see a bottle covered in animal feathers. Breweries vie for your attention. Not only on the shelf, but also with promotional schwag and clothing, all of which helps build their brand. Artists and designers play a big role, like Jim Stitt, who’s been designing nearly every Anchor Brewing label since the 1970’s.

When Cellarmaker Brewing decided to bottle it’s very first beer in 2013, a Brett Drei Saison called Jezebel, they asked Berkeley born artist Nick Fullmer to create Ommodisquod que venis et ut ex eossim conestion proviti aboritem escid mo ommodiaecus des eliqui officatem sit estiam, omnihit amendae. Nam, quiscient eniandernam, offici conesec totaeped et autenim usanditam, sin repudae est, utem. Nem faccati secaectium ilignimi, odi omnis simoluptas corit dolut re nonsequi cum vollabo rroruntius que omnistiam, corpore iciatem quasped ut autem quisinum qui qui con ratum el eium eatum volo tem aute nes et quia nonecta nonestis nam re comnimi nullita temolor rorionsed quo conestis ut omnietur rem quianda ntionseque dolut ent, adit iumqui omnis soluptis iunt inciendam, santis maximusciur sanderum idusdaest magnam, samet ma dipicat ionsecerio. Secab ium et est, aut molorem et quis autemque nus sitis event.

The first thing that grabs your eye is the beer label or package design. Maybe you’re drawn to a bold font, or you’re shocked to see a bottle covered in animal feathers. Breweries vie for your attention. Not only on the shelf, but also with promotional schwag and clothing, all of which helps build their brand. Artists and designers play a big role, like Jim Stitt, who’s been designing nearly every Anchor Brewing label since the 1970’s.

When Cellarmaker Brewing decided to bottle it’s very first beer in 2013, a Brett Drei Saison called Jezebel, they asked Berkeley born artist Nick Fullmer to create

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cipsam q

Itaquae v

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Undus a n

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fig.01 title here

SIMPLE 56

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46

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47

M OS T CR PE OPL E B US IN E S featured business

NO TWO BEERS ARE EXACTLY THE SAME

STATEMENT

Working closely with night-life guru Serge Becker and architect Jason Volenec, Farewell developed a kinetic branding system that was loosely inspired by the cut & paste punk aesthetic of the Japanese cult-classic film Hausu.

featured business

Working closely with night guru Serge Becker and archi Jason Volenec, Farewell develo a kinetic branding system that loosely inspired by the cut & p punk aesthetic of the Japan cult-classic film Hausu.

featured business

Working closely with night-life guru Serge Becker and architect Jason Volenec, Farewell developed a kinetic branding system that was loosely inspired by the cut & paste punk aesthetic of the Japanese cult-classic film Hausu.

HERE 53 54

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20

c r e at i v i t y b e

a

d i f f

-

c a n “If there’s one thing all small businesses have in common, it’s that they all face competition.

And to set themselves apart, they generally have a handful of differentiators, whether those include pricing, quality, customer service, or something else entirely.”

e r e n t i at o r

The first thing that grabs your eye is the beer label or package design. Maybe you’re drawn to a bold font, or you’re shocked to see a bottle covered in animal feathers. Breweries vie for your attention. Not only on the shelf, but also with promotional schwag and clothing, all of which helps build their brand. Artists and designers play a big role, like Jim Stitt, who’s been designing nearly every Anchor Brewing label since the 1970’s. When Cellarmaker Brewing decided to bottle it’s very first beer in 2013, a Brett Drei Saison called Jezebel, they asked Berkeley born artist Nick Fullmer to create Ommodisquod que venis et ut ex eossim conestion proviti aboritem escid mo ommodiaecus des eliqui officatem sit estiam, omnihit amendae. Nam, quiscient eniandernam, offici conesec totaeped et autenim usanditam, sin repudae est, utem.

Nem faccati secaectium il-

ionsecerio. Secab ium et est, aut molorem et quis autemque nus sitis event.

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STAFF

r i p p p l e

Jessie PRODUCT

RIPPPLE FOOD DESIGN WAVE DAY 2015

PEOPLE

PLE D DESIGN WAVE

2015

RIPPPLE FOOD DESIGN WAVE DAY 2015

A

AT YBCA

AT YERBA BUENA CENTRE WWW.RIPPPLE.ORG

615.585.4567

AT YERBA BUENA CENTRE WWW.RIPPPLE.ORG

LUNCH TICKET LUNCH TICKET

Present this ticket to the restaurant you enjoyed the most today, Present this ticket to the restaurant courtesy of your Rippple Team, you enjoyed the most today, and enjoy!

PONSOR

IGA

courtesy of your Rippple Team, and enjoy!

Creamy Parmesan Pasta

Creamy Parmesan Pasta

Deep Pan Spicy Pizza Deep Pan Spicy Pizza Family Time Box Caramel Cake

Family Time Box Caramel Cake

RESTAURANT IL FORNO

RESTAURANT IL FORNO OFFER EXPIRES

54

OFFER EXPIRES

54

08.10.2016

08.10.2016 FOOD DESIGN WAVE DAY 2015

FOOD DESIGN WAVE DAY 2015

LE D DESIGN WAVE

015

APRIL 28. 2015

CHOOSE

7

CHOOSE

015

AT YBCA

AT YBCA

AT YBCA

AT YBCA

DINNER TICKET

DINNER

HOME IS WHERE THE FOOD IS

“Black and white patterns with bright orange accents loosely mimic the cut-and-paste aesthetic of Japanese film Hausu for restaurant and disco Maison O.” Working closely with night-life guru Serge Becker and architect Jason Volenec, Farewell developed a kinetic branding system that was loosely inspired by the cut & paste punk aesthetic of the Japanese cult-classic film Hausu.

Farewell designed menus, matchbooks, signage and business cards with dazzling black and white optical patterns, and bright orange accents that also informed the use of orange electrical tape within the space.

Unfortunately, Maison O was too much fun, and shut down after only a year following a series of noise complaints about its late-night revelry.

When stylish people come to the city, they don’t want to go to a nyc-style bar, they want to go to a Japanese place. And if you want more fun than a Japanese-washoku restaurant, what is left? Just Trump Room, Red Bar, Casbah, a few Golden Gai places..?

In fact, without Robot Restaurant, Tokyo would be without a funky spot to go to just be weird.

So it’s funny that I’ve found the perfect Tokyo club, but it’s here in New York City. Maison-O has a high-design Izakaya-style joint that is so new

PLACE QUOTES

BY RESTAURANT OWNERS HERE

Working closely with night-life guru Serge

featured company homeroom location oakland, california

Becker and architect Jason Volenec, Farewell developed a kinetic branding system that was loosely inspired by the cut & paste punk aesthetic of the Japanese cult-classic film Hausu.

Farewell designed menus, matchbooks, signage and business cards with dazzling black and white optical patterns, and bright orange accents that also informed the use of orange electrical tape within the space.

Unfortunately, Maison O was too much fun,

featured company beauty’s bagel shop

and shut down after only a year following a series of noise complaints about its late-night

location oakland, california

revelry.

Rem

Thank You

You are now here, and we have something for you! C pick it up to start your jo the Rippple Food design

Experie

DESTINATION TO MUMBAI Working closely with night-life guru Serge Becker and architect Jason Volenec, Farewell featured company juhu beach club location newyork, new york

developed a kinetic branding system that was loosely inspired by the cut & paste punk aesthetic of the Japanese cult-classic film Hausu.

You are now here, and w have something for you pick it up to start your j the Rippple Food desig

Farewell designed menus, matchbooks, signage and business cards with dazzling black and white optical patterns, and bright orange accents that also informed the use of orange electrical tape within the space.

Unfortunately, Maison O was too much fun, and shut down after only a year following a series of noise complaints about its late-night revelry.

EACH HAS A DIFFERENT STORY

WEL Rachel and I cant help but to love our time here at Rippple Food wave! come join us.

I just discovered twirl’s cafee here at Rippple food wave, It is dope! @RIPPPLE pic.

Look at these chairs! #designrocks at Rippple food wave event.

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Website Wireframe.

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TEST & INTERPRET user testing

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user feedback

t h e s i s

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04.

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user testing

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website

Understanding Our Users.

t est i n g ov e rv i ew The goal of this research effort was to assess to overall usability of the rippple.com website while it is still in development. Specifically, the product team was interested in learning whether users could gain a solid understanding of this resourceful platform as well as easily performs common tasks. To meet this goal, a usability study was conducted of the current website design.

a m a l

top findings The first finding could be written here, something useful.

The first finding could be written here, something useful.

The first finding could be written here, something useful.

a l n a n i a h

test environment The product prototype evaluation was conducted on a mac laptop and two ipads, and viewed at a 1280 x 967 pixel screen resolution using the safari browser and invision application. The review was conducted using interactive prototype screens published on March 11, 20016 .

user profile

m e t h o d o l o gy user

Ten users were invited to the one of the business owners private residence in the East Bay of San Francisco to participate in a usability study of the rippple.com web site. During the test session, users were asked to perform several tasks including signing up to become a member, listing resources and services on the network, bu, and responding to the design and usability in general. Users’ errors, comments, and satisfaction ratings were observed and recorded during the study. The session lasted 2 hours and participants were paid with 50% Graphic Design services for their time.

#

sex

j o b t i t l e / c o m pa n y

business type

p l at f o r m

Windows/ Internet Explorer

01

Male

Restaurant Owner

12-22 employees

02

Male

Restaurant Owner

9-15 employees

Mac/ Safari

03

Female

Bar Owner

7 employees

Mac/ Safari

04

Male

Cafe Owner

13-23 employees

Mac/ Safari

05

Female

Bar Owner

7-15 employees

06

Male

Restaurant Owner

15-32 employees

Mac/ Safari

07

Male

Restaurant Owner

10-20 employees

Mac/ Safari

08

Female

Bar Owner

9 employees

Windows/ Internet Explorer

09

Male

Ice Cream Shop Owner

4 employees

Windows/ Internet Explorer

10

Female

Restaurant Owner

Windows/ Internet Explorer

Mac/ Safari 32-52 employees

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t h e s i s

h o m e pa g e s c r e e n s h o t

intro slides

More Clear Statement when each slide changes.

Should it be clickable?

about the event

Make it look more important

l at e s t p o s t s

Make it clear which are active links and which are not

p r oj e c t p o s t s

These are the most appealing topics to our users, make it stand out more.

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w h i c h l i n k s w o u l d yo u c l i c k o n f i r s t

user

#

response

01

Intro Slides

02

Post

03

Post

04

Join us

05

06

co m m e n ts

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Intro slides

08

Posts

09

Join Us

10

Posts

h o m e pa g e c o m m e n t s

user

#

co m m e n ts

But it’s not clickable, should it be?

01

I want to dive in right away

02

The blocks is playful, I like it

03

The blocks is playful, I like it

Interested to know what you offer

Join us Other tabs

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04

Unify some things on it so its not too much

I am too old to use a website

05

I usually like to skim past then go back carefully

I am too old to use a website

06

07

I want the active links to be more clear

08

Some of the black and whites are not clear

09

But which ones are clickable?

10

I want to see the event offer first

r e c o m m e n d at i o n s Ten users were invited to the one of the business owners private residence in the East Bay of San Francisco to participate in a usability study of the rippple.com web site. During the test session, users were asked to perform several tasks including signing up to become a member, listing resources and services on the network, bu, and responding to the design and usability in general. Users’ errors, comments, and satisfaction ratings were observed and recorded during the study. The session lasted 2 hours and participants were paid with 50% Graphic Design services for their time.

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t h e s i s

p e o p l e pa g e s c r e e n s h o t

the interviewee

Make the interviewee’s recommendation a lot clearer. Maybe show one of his recommendations as an image

i n f o r m at i o n

Dont change the order or the layout of the each interviewee, it becomes a bit confusing for the users.

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w h at i s yo u r u n d e r s ta n d i n g o n t h i s p e o p l e pa g e ?

user

#

co m m e n ts

01

02

03

04

Their biography?

05

06

Their work?

#

co m m e n ts

More options

02

03

Other types of inspiration

04

Link to pinterest

06

Section to see all my boards

07

Their businesses?

09

10

user

05

07

08

a n y c e r ta i n e x p e c tat i o n s t h at w e r e n o t m e t ?

01

Important people, I guess...no?

a l n a n i a h

Businesses Consultants or designers?

08

Tips on how to communicate it to a designer

09

I am too old to use a website

10

r e c o m m e n d at i o n s Ten users were invited to the one of the business owners private residence in the East Bay of San Francisco to participate in a usability study of the rippple.com web site. During the test session, users were asked to perform several tasks including signing up to become a member, listing resources and services on the network, bu, and responding to the design and usability in general. Users’ errors, comments, and satisfaction ratings were observed and recorded during the study. The session lasted 2 hours and participants were paid with 50% Graphic Design services for their time.

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t h e s i s

p o n d pa g e s c r e e n s h o t

t h e f i lt e rs

Have more options for filters, make it more personal and customizable. ex: color, minimal or complex.

the grid

Moe separation between the images, so it doesn’t seem cluttered or overwhelming

type of content

Would be interesting to include other contextual elements, other then the context of restaurants/bars

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w o u l d t h e p o n d b e h e l p f u l t o yo u ?

user

#

response

01

Yes

02

Yes

03

Yes

05

Maybe

06

Yes

It’s fun

Useful to be in the same place as the website

Yes

09

Maybe

10

Yes

user

#

co m m e n ts

More options

02

03

Other types of inspiration

04

Link to pinterest

05

I like that it is up to dates with the trends

Yes

08

i s t h e r e a n y t h i n g yo u w o u l d like to add to the pond tool?

01

Yes

04

07

co m m e n ts

a l n a n i a h

06

Section to see all my boards

07

08

Tips on how to communicate it to a designer

But, how would I know its up-to-date?

09

I am too old to use a website

It will be easy when I try to communicate my ideas to a designer

10

r e c o m m e n d at i o n s Ten users were invited to the one of the business owners private residence in the East Bay of San Francisco to participate in a usability study of the rippple.com web site. During the test session, users were asked to perform several tasks including signing up to become a member, listing resources and services on the network, bu, and responding to the design and usability in general. Users’ errors, comments, and satisfaction ratings were observed and recorded during the study. The session lasted 2 hours and participants were paid with 50% Graphic Design services for their time.

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final questions

Questionnaire Results 1.

r at e yo u r o v e r a l l i m p r e s s i o n o f r i p p p l e . c o m t h at yo u u s e d t o d ay

1

2

3

4

5

6

7

d i f f i cu lt to us e

m e a n = 5.6

e a sy t o u s e

confusing

m e a n = 4. 3

clear

c lu t t e r e d

m e a n = 4. 5

clean

boring

m e a n = 6. 3

e xc i t i n g

2.

r at e yo u r a r g u m e n t w i t h t h e f o l l o w i n g s tat e m e n t

i a l ways k n e w e x a c t l y w h e r e i wa s i n t h e w e b s i t e a n d h o w t o g e t t o w h e r e i wa s g o i n g

1

2

3

4

7 st ro n g ly ag r e e

d o yo u s t i l l h av e a n y u n a n s w e r e d q u e s t i o n s a b o u t r i p p p l e . c o m ? user

#

j o b t i t l e / c o m pa n y

02

If I was a member, is it possible to communicate with fellow restaurant/bar owners?

06

If I wasn’t a member, would it limit the type of content I can view on the website?

10

4.

6

m e a n = 3.7

st ro n g ly d i sag r e e

3.

5

Could we get notifications sent to us regarding any specifics?

w o u l d yo u b e i n t e r e s t e d t o u s e r i p p p l e . c o m a s a r e s o u r c e f o r yo u r b u s i n e s s ?

user

#

response

01

Yes

02

No

03

Yes

co m m e n ts

I am too old to use a website

user

#

response

04

No

05

06

co m m e n ts

I prefer a magazine for a resource, something tactile

user

#

response

07

Yes

Maybe

08

Yes

Yes

09

No

co m m e n ts

I dont have luxury of time to be check in always for trends and news.

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a l n a n i a h

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It is such a relief to have everything I need in one place.

—

I think rippple.com is straight forward.

user three, ca f e co - ow n e r

—

us e r f i v e , ba r ow n e r

I enjoy the simplicity, and the approachable feel the website possess.

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u s e r o n e , r e sta u r a n t o w n e r

The information is refreshing and easy to digest.

—

user nine, r e sta u r a n t a s s i sta n t o w n e r

I would most definitley sign up on rippple.com.

—

u s e r t e n , r e sta u r a n t o w n e r

.

Rippple made design very enjoyable to understand.

—

us e r s ev e n , ba r co - fou n d e r and designer

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DESIGN SOLUTIONS identity system

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brand deliverables

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05.

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identity

The Brand The three major components that defines the Rippple discipline; people, product, and profit. The 3 P’s.

People Product Profit

who is rippple?

A global community at the intersection of experience design and restaurants/ bars, we help restaurant owners create experiences that connect people to their business. We engage customers to deliver dynamic experiences and gain a competitive advantage.

our mission To deliver great customer experience centered around customer research.

Promote awareness of experience design and its role increasing profit.

Serve as a source of education and inspiration for small restaurants and bars.

Support the demand for design excellence within the hospitality industry.

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rippple’s members Architects and Interior Designers Graphic Designers Branding and Experience Consultants Design Educators

a l n a n i a h

rippple’s business model Rippple is not another design studio for small restaurants and bars. However, we bring experience design to restaurants and the restaurants to right people.

We provide the necessary content and resources that would elevate restaurants knowledge on experience design through a publication. We offer an online platform to inspire restaurants to indulge into experience design tools and inspire designers to enhance a restaurant or a bar’s experience. We host events that connect the public to explore the participated restaurants and their redefined experience.

Rippple aims to promote a clearer understanding of Experience Design and its value in restaurants and bars.

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Identity System

concept Since the brand was born from how people are effected by design, we thought of the results it could creates. For instance, the better the design, the more people would be interested, and hence there more likely it will increase a business’s profit, or vice verse.

Everything is connected and effected by one another. Therefore, we added an extra ( P ) the word Rippple. Each of the P’s stands for: People, Product, Profit. Product is placed in the center for its important in connecting both people and profit.

Typography & Colors

APPETIZING RED

SOPHISTICATED CREAM

F R I E N D LY BLUE

MELLOW ORANGE

Haptik # f54c3c

#fcfbe3

#91d4d9

#fbb249

BRANDON GROTESQUE BRANDON GROTESQUE

white

use

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negative

40% or greater

logo

appetizing

for

40% black or greater

red

black

sophisticated

cream

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rippple logo colors

the logo grid

The colors specified for each operating company can be used as

The use of a grid system, especially for a design that might

backgrounds for one-color, black and reverse signatures. Only

often render at extreme sizes , very large or small , it can help

approved artwork should be used; download it from rippple.com.

you create something that has visual harmony, an organized aesthetic and purposeful design.

LOGO USAGE_COLOR

Whenever possible, the full color logo should be used. When it is not possible to use the gray logo, the one color reverse or positive logos may be used. In addition, the logo may be produced as a blind emboss/deboss, or as a white or clear foil stamp.

LOGO USAGE_BACKGROUND

When positioning the logo on a colored background, the value of the background determines how the logo is used. When positioned on a colored background, the logo should appear in solid black or reversed out to white.

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45°

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45°

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Products and Services.

c a m pa i g n A set of posters and online ad to promote the brand and guide the restaurants/bar owners to the website, which will introduce them to Ripppl’e benefits. It serves as a point of entry.

STRATEGY - 0 1

t h e s i s

a m a l

event Restaurant and bars Design Exhibition event to create an impression and keep them connected with the target audience.

STRATEGY - 0 3

website

m aga z i n e

A Website for educational resources to connect the owners with to the latest Tools, news, and resources that will enhance their businesses and continually engage customers.

A publication to learn how to engage visitors and activate a space through case studies, research and inspiration, which will be available at a reduced rates for Rippple members.

STRATEGY - 0 2

STRATEGY - 0 4

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design solution

The Campaign.

Promote the brand, and encourage the owners to look closer.

the point of entry The campaign is called “more than what’s on a plate”. Marketed for the owners to encourage them to look closer, its not just food, its the details, the people and the story you tell.

I designed a series of 6 posters using the Rippple mark abstractly as a container And incorporating the Rippple colors, the appetizing red and orange, the friendly blue, and the sophisticated cream and black.

The posters will be distributed during sf restaurant week and food festival The campaign exist online on some of the sponsors website. For example, the chambers of commerce and Facebook The campaign’s will guide them to the Rippple website.

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a l n a n i a h

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t h e s i s

chambers of commerce

fa c e b o o k m a r k e t i n g pa g e

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t h e s i s

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design solution

The Website.

A platform of resources and tools to enhance business

f e at u r e s _At the home page, they find quick posts and articles. _The projects page, is for new small businesses sharing their process and input. _The people page, for interviews of respected entrepreneurs lending advice and recommendations. _I designed The pond page, for a pond of inspiration for them to create their own moodboards to communicate their ideas with confidence. _The shop page, for products such as the Rippple magazine for subscription or single issues. And the Rippple t-shirts, or the Rippple coasters, either the classic or limited edition. _Finally At the about page, there is a promotional video, ripple’s values, achievements and the team.

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design solution

The Event.

The event’s goal is to bring in the three P’s in Rippple -Connect them with design studios to improve product -Promote the new rest/bar to increase profit -Encourage the public to come to enhance their experience.

w h at h a p p e n s ?

An incentive event to close the ties to customers that help enhance customer loyalty. The event abides by entertainment, excitement and enterprise. The event is directly marketed to the public. Where it acts as a large focus group disguised as a food/beverage event. The Rippple team will use the timing and tracking system to evaluate people’s reactions and behavior during their visits. All of which will be in the record for owners to access.

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t h e s i s

YOU ARE WHERE YOU EAT.

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design solution

The Magazine.

For small restaurant and bar owners to get insight, knowledge and proof of concept on the power of design.

w h at ’ s i n s i d e ?

The magazine categorized into people, product and profit.

The people section proves that design effect decisions with articles such as how spaces influences our subconscious or how people interpret the world in terms of design.

The product section proves design details matter, With the cream of the crop, for successful rest/bars. Or the visual essays for quick design comparison and inspiration.

The profit section proves that design increases R.O.I With articles of the critics, where designers who worked with food industries share their experience and tips when communicating with a designer. There is also case studies of the big guys in the business who did in fact start small who share their goals, strategies and results.

Finally, an article of a small restaurant makeover,for details of the design process, and the owner’s feedback.

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design solution

The Future.

My respect and appreciation for small businesses does not stop at restaurants and bars.

w h at ’ s n e x t ?

In the future Rippple will be a non-profit international design society that promotes research, development, and education For a network of designers and industries such as food, beauty, and hotels who can contribute to enhancing their experiences.

One example is to cater a magazine that would best speak to each industry, or an exhibition.

After all, people behave and react differently towards each industry.

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ac k n ow l e d g e m e n t I would like to thank the instructors who have shaped my experience, my skills and my creative confidence. I thank Phil Hamlett, Dave Gottwald, Mary Scott, and Hunter Wimmer.

I would also want to thank my beloved friends who I call today family. Thank you Jayeeta Kundu, Adriana Del Mar, Hugo Ugaz, and Alberto Carvajal for being there for your drama queen and Saudi Diva. For making a light of a difficult situation, and for always reminding me I am tougher than I think I am. All of you have influenced me in your own way to be a better Graphic Designer. Thank you.

I would like to thank my mom, dad, my siblings and my cousin Shaza, for never failing to be there in an instant. For having faith in me and pushing me through all my challenges.

Finally, I thank my husband Mohammad, and my daughter and angel Diala, for being my motivation and my source of strength and muse every day I wake up to work. I wouldn’t have done anything right without you by my side.

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look closer, i t i s m o r e t h a n w h at ’ s o n t h e p l at e .

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