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Client Book


7

an INTRODUCTION

The local culture of mixology in Savannah | IDUS 711


METHODS OF CONTEXTUAL RESEARCH

Ethnography

“

Ethnography is a research method based on observing people in their natural environment. When it is applied to design, it helps designers understand the relationship between what they produce and the meaning their product has for others in order to create more compelling solutions. While useful ideas can emerge during casual observation, the most powerful insights come from a rigorous analysis of systematically collected data. Ethnography allows us to discover meaning, understand norms, make communications powerful, be worldly, observe reality, and identify barriers. In ethnographic research we found

An Ethnography Primer

problem, find people who it affects, plan an approach, col-

AIGA

insights before arriving at potential design solutions.

lect data, analyze data, interpret opportunities and share

“

that we need to follow the steps which define the design


9

Mixology in Savannah

The local culture of mixology in Savannah | IDUS 711


2. Research Planning Survey The research planning survey consisted of short and loosely constructed questionnaires to understand people’s behaviour, activities and attitudes about the topic during the early phase of research. For Mixology, we conducted three different cultural probes in order to gather data from the people of different age groups, profession and cultural background. For our first cultural probe, we divided our cultural probe in two parts in order to collect multiple data points. Our data points included questions about our participant’s favorite type of mixed drink, their preferred places to drink and the reason for the same. As Savannah is a very diverse city with people from all parts of the world, especially students, we gathered data points regarding their different cultures. In order to tap into more “heartbased” information, our second part of the cultural probe was focused upon the participant’s best and worst experiences involving alcohol.

Things we learned from our initial cultural probes: Based on the feedback we received, we realised the following Successes • Simple, interactive and attractive on a cognitive level. • The steps to be followed by our participants were easy to understand and clearly mentioned on the board avoiding any confusion. Improvements for the future • Arrangement of the type of questions asked in the questionnaire. • According to the data we analysed after the probe, we concluded that our questionnaire needs to be redesigned so that its not lengthy for the participants and also none of the questions are left unanswered.

You

The Bartender’s

Secret

H2O

Cock

Insert here

1.Choose the marker that mat 1.Choose the marker that matches your gender. 2.Fill out the questionnaier

2.Fill out the questionnaire Female

Male

Other

3.Give it to the bartender for safe keeping.

THANK YOU & CHEERS IDUS 711-02 | | Prof. Hermanns | | Christopher Beard | John Clark | Jahnavi Mange | Mengnan Sha | Zhu Wang | Shruti Shyam | Yuyi Tsai

3.Insert the sheet into your fa IDUS 711-02 | | Prof. Hermanns | |


29

Questions asked on The Bartender’s Secret: 1. Age 2. Race 3. Sexual orientation 4. Sub-culture 5. What is your preferred beverage of choice? 6. Describe the best experience that you had with alcohol. 7. Describe the worst experience that you had with alcohol. Questions asked on Your Drink of Choice: 1. Age 2. Race 3. Sexual orientation 4. Sub-culture 5. Where are you from? 6. Where do you like drinking? Why? 7. What’s your favorite place to drink? Why? 8. How many drinks do you consume in a week?

ur Drink of Choice

?

ktail

Wine

Shots

Beer

tches your gender

avorite beverage

Female

Male

Other

Other

THANK YOU & CHEERS

Christopher Beard | John Clark | Jahnavi Mange | Mengnan Sha | Zhu Wang | Shruti Shyam | Yuyi Tsai


Our second cultural probe was conducted during the Food truck festival in the Daffin park. It was a fun event as locals and tourist from all areas gathered in one place to enjoy different cuisines for a day.

In accordance with the feedback received from the first cultural probe, we modified our questionnaire for our second cultural probe at the food truck festival. We took into account the fact that people would be very busy enjoying the festival, and kept the questions short and simple.

What’s your Fa

H2O

Cocktail

Wine

Please fill out a questionnaire & i

Thanks &

SCAD Savannah | IDUS 711-02 | Prof. Hermanns | Christopher Beard | Jahnav


31

avourite Drink?

? Shots

Beer

Other

insert it into your favourite drink!

& Cheers!

vi Mange | John Clark | Mengnan Sha | Shruti Shyam | Yuyi Tsai | Zhu Wang |


Our third cultural probe was set up at the Art March in the Starlandia District.


35

The local culture of mixology in Savannah | IDUS 711


Establishments in Savannah

Music

Bartender efficiency

Customer Relation History of Mixology

Gender results from cultural probes Bars then vs now

Strengths

Affordability

Drink influence by food

Age and Cocktails preference and middle age

City events Self-service in bars

Turkish women like cocktails

Opportunities

Where we are from

High energising drink establishments Mixology hobby at home

S O

Bar scenarios

Time spent in bar

Older people cultural drinking habits

Millenials and alcohol Bar etiquette Techies like Manhattans

LGBTQA Drink choice


57

Regional comparison

Drink standardisation

Beer based on age stats

W T Cocktails

Bartender salaries

Alcohol statistics

Prohibition Ambience influence of bar choice

Relaxation Asian males don’t prefer wine

Latin choice in drink Quantity as a selling point

Weaknesses

Healthy drink choice

Threats

Innovation

Restaurants that serve alcohol

Worst experience

Favorite place to drink

Beer Preference

Plastic Cup

Price influence perceived to quality

The local culture of mixology in Savannah | IDUS 711


61

The local culture of mixology in Savannah | IDUS 711


the LOCAL CULTURE of MIXOLOGY in SAVANNAH


The Drink Fit is a wearable fitness gadget. that consists of the following features: • Measures the amount of alcohol consumed by the wearer • Indication of the level of sobriety • Measures the glucose level and calorie intake by the user • The user can save 5 emergency contacts which can be immediately contacted during the event of an emergency, speeding up the process for safe transportation


The Drink-Fit The concept of the Drink-Fit was driven by the following data: Our research showed that majority of the individuals in the age group of 21-35 are more health conscious than other age groups and opt for healthy choices related to drinking. Drink-Fit will help the user monitor the amount of alcohol intake and indicates when the user is about to cross their sober state. It also consists of features that indicate the amount of sugar levels in the body. Additionally it has the facility where the user can directly call a cab or contact someone in case of an emergency.

Current State without the Drink-Fit

Possible State with the Drink-Fit

Fear of consuming too much alcohol during working days

Ability to track the level of alcohol consumed at a given time and warning sign if the level is about to exceed for stable state of mind

Dependent on people around you to reach home safely after consuming too much alcohol

Access to save up to five emergency contacts and ability to book a cab

Potential stakeholders: Primary stakeholder Health and Nutrition industry Secondary stakeholders Sports companies (Nike, Adidas) Taxi services (YellowCab, Uber)

Expensive

Short term

Long term

Cheap

2x2 Matrix This 2x2 Matrix explores the parameters of time taken and cost incurred to implement the Drink-Fit for each potential stakeholder.


The Artist’s Statement allows creatives to express themselves, either individually, or in collaboration by using different combinations of edible paints and mixed alcohols to create works of art. These works of art can be exhibited and sold in mixology galleries, where the art can be seen, tasted & experienced. It is also a technique of learning about art movements through mixology.


The Artist’s Statement The concept of The Artist’s Statement was driven by the following data: Research came from the interviews and cultural probes we conducted, where people stated that they enjoyed drinking in aesthetically pleasing environments. For them mixology was more about the experience than just the drink itself. This was an opportunity to encourage people to get in touch with their creative side for a multi-sensory experience.

Current State without The Artist’s Statement

Possible State with The Artist’s Statement

Standard/universal glass designs for cocktails in any bar/restaurant

Ability to customise the design that reflects the flavour of the cocktail

Being served according to the environment present in the bar

Enables the freedom of self expression while enjoying the drink

Potential stakeholders: Primary stakeholder Bar owners Secondary stakeholders Artists Museums (Telfair Museum) Galleries (Non-Fiction Gallery)

Expensive

Short term

Long term

Cheap

2x2 Matrix This 2x2 Matrix explores the parameters of time taken and cost incurred to implement the The Artist’s Statement for each potential stakeholder.


Multipurpose intimate clothing that alerts the wearer any time someone adds something to their drink, they have consumed too much alcohol to drive or if their belongings are taken away from them. While targeted towards women, this range of apparel could evolve into intimate clothing for all genders that have safety features for anyone frequenting crowded public spaces where alcohol is being served.


The Vi-Bra The concept of the Vi-Bra was driven by the following data: Our research has proven that women are more approachable than men, and more likely to try out innovative products and services. Keeping belongings safe and socialising while drinking are design opportunities that arose out of challenges that we saw coming out of the research we conducted through our surveys and cultural probes.

Current State without the Vi-Bra

Possible State with the Vi-Bra

No security for people’s belongings inside a bar

Indicates when your belongings are out of the vicinity range of the micro chip

One may be ignorant of any harmful ingredient is mixed in their drink

Ability to detect any anonymous or poisonous ingredient in the drink

Potential stakeholders: Primary stakeholders SCAD Security The Police Department Women’s Self-defense Groups (RADS) Secondary stakeholders Bar owners/ Restaurant owners Lingerie Retailers (Victoria’s Secret)

Culturally acceptable

One time use

Durable

Taboo

2x2 Matrix This 2x2 Matrix explores the parameters of cultural acceptability and durability to implement the Vi-Bra for each potential stakeholder.


A sustainable program that encourages tourists and locals to reuse drinkware through the purchase of locally produced and distributed Savannah-souvenir cups. These cups encourage a sene of local community, provide employment opportunities, and are environmentally friendly. As an incentive to encourage sustainability, local establishments will provide a discounted price on drinks. Money spent by bar owners on to-go cups will reduce, and proceeds from the sale of the reusable cups will go towards better recycling containers in the historic downtown area, so that it doesn’t add on to taxpayers’ money.


Savannah for Sustainability The concept of Savannah for Sustainability was driven by the following data: This concept came out of the research that participants were interested in sustainable options. Several of the stakeholders we interviewed including bar owners, restaurant owners, bartenders and the Recycling Department of Savannah talked about waste in the food and drink industry in Savannah. In our third cultural probe, too, when we asked participants to choose a type of container to drink out of, a large percentage picked the bio-degradable options in an effort to be ‘green’.

Current State without Savannah for Sustainability

Possible State with Savannah for Sustainability

Generation of plastic waste on a large amount in the form plastic cups and the open-cup rule

Limits the amount the waste produced as the containers are reused

Inadequate revenue with the government for installation of additional recycle bins

Revenue generated will be used for betterment of recycling process in the city

Potential stakeholders: Primary stakeholders Bar owners & managers Savannah City Sanitation Bureau

Expensive

Short term 2x2 Matrix This 2x2 Matrix explores the parameters of time taken and cost incurred to implement Savannah for Sustainability for each potential stakeholder.

Long term

Cheap


Eat your Drink is a mixology kit that includes pre-measured food additives, specialized molecular tools as well as a DVD that teaches you all about molecular mixology and gastronomy. It encourages consumers to appreciate the process of making their drinks, and also allows them to get creative with the state they can consume their alcohol in - a solid, liquid or a gas.


Eat Your Drink MIXOLOGY KIT The concept of Eat Your Drink was driven by the following data: Research showed that of the people that consumed alcohol, a large percentage don’t like the taste of alcohol. People who responded to our cultural probes stated that they enjoyed the experience of going out, but liked creating and consuming their own drinks at home. An opportunity arose when we realised that most people didn’t know what exactly mixology entails, so we decided to encourage creativity and create awareness through this design solution.

Current State without Eat Your Drink

Possible State with Eat Your Drink

Difficult to look for perfect recipe and ingredients to prepare a customised drink

Ability to receive a complete mixology kit for a customised drink with the recipe and making from the mixologist

Consuming drinks in just one form

Ability to consume cocktails in unconventional forms of solid foods and gaseous states

Potential stakeholders: Primary stakeholders Food & Restaurant Industry Bar owners & managers

Expensive

Short term

Secondary stakeholders Sushi restaurants Prepackaged Food industry (Lunchables)

Long term

Cheap

2x2 Matrix This 2x2 Matrix explores the parameters of time taken and cost incurred to implement Eat Your Drink for each potential stakeholder.


When you travel to a new city, you can only experience the surface of it. Most of the places you go are places that all the other tourists’ visit. What if you want to explore the city like a true local? That is where the Drinking Tour Guide comes in. It helps tourists to explore local dive bars and local haunts in Savannah. Participating tour guides are actually local residents who will take you around the city based on your preferences. It’s just like having a friend that shows you around their city!


Local Drink Guide The concept of Local Drink Guide was driven by the following data: Research from our project shows that people enjoy drinking and being social when they go out to drink. The act of interacting with others and making new friends while consuming alchohol gave rise to this design opportunity. Several bars are frequented by locals but are not mentioned on popular travelers’ apps like Yelp. To encourage visiting tourists to discover local haunts, we created an opportunity through this concept.

Current State without Local Drink Guide

Possible State with Local Drink Guide

Visiting standard tourist places on arrival in a new city using the city tours

Ability to explore the local places as a part of the city

Sharing the company of other tourists while exploring the city

Having the company of locals of the city along with other tourists; getting to know the people and culture of Savannah directly

Potential stakeholders: Primary stakeholders Bar owners & Restaurant managers Tourism Department

Expensive

Short term 2x2 Matrix This 2x2 Matrix explores the parameters of time taken and cost incurred to implement Local Drink Guide for each potential stakeholder.

Long term

Cheap


The “Close Out” app allows users the freedom to go out without having to carry a wallet and is a reassurance both to customers and bartenders that a tab will never be left open at a bar. The user can safely wake up the next day and apply a tip for their last night out, or when they open up the app next. But be warned, if you’re rude to your bartender they can also rate you on your manners.


Did I Close My Tab? The concept of Did I Close My Tab? was driven by the following data: Some of the worst experiences recorded in the interviews and surveys we took showed that paticipants blacked out or lost their memory after consuming too much alchohol. Using this indirectly as a design opportunity for bars and restaurants, we devised a mobile application that reduced both bartenders’ and consumers’ needs to worry about remembering to pay for their drinks.

Current State without Did I Close My Tab?

Possible State with Did I Close My Tab?

Necessity to carry wallet (cash/ card) to pay for drinks and tip

Ability to pay using the mobile application for bills and tips

No direct means of giving and receiving immediate feedback

Provision to rate staff and receiving feedback for any kindness or misbehaviour on customers’ part

Potential stakeholders: Primary stakeholder Bar owners Secondary stakeholder Local government

Expensive

Short term

Long term

Cheap

2x2 Matrix This 2x2 Matrix explores the parameters of time taken and cost incurred to implement the Did I Close My Tab? for each potential stakeholder.


Design solutions created by: Christopher Beardsley Jahnavi Mange John Imus Phoenix Shasha Shruti Shyam Yu-Yi Tsai for IDUS 711 with Professor. Kwela Sabine Hermanns


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