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Table of contents Content Page
Pg 2-3
Introduction
Pg 4-5
Project Objective
Pg 6-7
Methodology
Pg 8-9
-5Whys
Pg 10-11
- Food Trends
Pg 12-13
-Envision
Pg 14-15
-Surveys
Pg 16-17
-Case Study
Pg 18-19 Pg 20-21
-Persona -How Might We
Pg 22-23
Pg 24-25 -Design Recomendations 3
Introduction
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Twelve Cupcakes was open by Jamie Teo and her husband Daniel Ong, it opens its doors in 2011 where they sold unique and localised flavour cupcakes that look too pretty to be eaten.
Twelve cupcakes have tried to expand their menu by not just selling cupcakes but coming up with bigger events cakes and also other pastry items.
But after many years late the cupcake hyped died down and the business became very quiet.
But it did not blow up as much as the first time they started out their business.
And as of last year, the married duo got a divorce and later sold the company to Kolkata-based Dhunseri Group, an Indian tea company for $2.5 million dollars.
This research report will explore the different insights and opportunities gained during this research.
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Project Objective
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My project objective is to help come up with ideas to improve Twelve cupcakes brand and services for not only the users but the brand and company.
Which will include -Design methods used -The insights gain -Design Concepts
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Methodology
- 5 whys regarding twelve cupcakes business and design - Studying the food trends - Envision for the brand
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- Market Survey -Data insights to understand the user’s wants and needs
- Case study on twelve cupcakes
-Communicate and summarize my finding
-Identifying stakeholders
-Map out the experience of our persona
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5Whys Why is 12 cupcakes bussiness/sales dropping?
Supply Demand
No new experiences
Losing its hype
Competitors taking over (new content )
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Only one source of income
Motto and their Speciality
Not using their website for other sources of income
Founder’s love for bite size treats
Lack of manpower to manage the orders
Short of income to hire
Insights Why is 12 cupcakes business/sale dropping ?
Supply and Demand Base on simple economics it was on supply and demand. After twelve cupcakes lost its hype over the years they have been quite low-key and very quiet about their business.
Not using their website for One thing that stood out to me was that with technological advancement in recent years, Twelve cupcakes have not really put it to use. Base of secondary research the only thing that they caught on or form a partnership with was The food delivery services, which was the first step, but it did not take off from there. After realising they have a website which is mainly just giving out information which nowadays needs a whole lot more.
Competitors are taking over Next on the list, is that Singapore is known to be a foodie haven, where the locals adore food and tourist come to try the food, Food trends go in and out really quickly, in Singapore as seen in the next page where I study the pattern of food trends over the past 2 years. So automatically, once the brand doesn’t start losing its hype the other competitors started taking over.
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Food Trends (2016-2018) Pattern 1 : Healtier foods are always making a comeback
The rain drop was counted as a healtier option as if you eat it by itself it is actually 0 calories. Within 1 year ecaxtly Acai bowl made a mark in the food trend by having this really pretty colourful looking bowls that are really healty and good for the body. Both items are not only heathlier but they also look good on the feed.
Artisanal popsicels
Dounut
Started in June 2011
Started in July 2013
USP : -healtier as compared to ice cream
USP: - Krispy Kerme Dounut came in
- Seems more posh
-There many varities of dounts each brand had its own take .
-Looks good on camera
S
-Lo
Perfo
Eating healtier would also make the user feel more put together like they got adulting down.
Pattern 2: Pretty doesn’t cut it anymore Over the years, the food was just pretty and looks good on camera, but as of recent being pretty does meet the cut anymore it needs to be interactive for the feed. There needs to be some kind of performance or interaction to attract people
Cupcakes Started in late 2011
Key 2011
- Looks pretty
2013
- Customizeable looks
2016 2017
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USP: -Twelve Cupcakes open it’s doors
Salted eg
Started in Feb
USP
Raindrop Cake
Started in April 2016
Galaxy Cakes
USP: - Healtier dessert
Started in May 2016 USP: -Out of the norm look
ooks good on camera
-Food ormance/intereaction
gg yolk
bruary 2016
P
-One of a kind design -Looks good on camera
Salted Egg Buger
Acai Bowl
Started in June 2016 USP:
Started in April 2017 USP:
with a modern twist Comment: The salted egg yolk trend was so big even Macdonalds pick it but but was not a successful attempt
-Healtier choice -Looks good on camera -The posh vibes
Cheese Tarts
Cheese Toasts
Raclette Cheese
Cheese Tea
Started in April 2016
Started in May 2016
Started in Dec 2016
USP: -Looks good on camera
USP: -Social Media presents
Started in May 2017
-Food Performance/intereaction
-Food Perfomance /Interaction
USP: -Social Media presentence -Different ways of eating the tart
-Looks good on camera
USP: -Social Media presents -Out of the norm
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“Busy parents ordered cakes from the bakery or grocery store, which, at $10 or $15, cost ten times as much as the packaged ingredients. “ Welcome to the Experience Economy By . Joseph Pine and James H. Gilmore
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Envison Mine envision for twelve cupcakes was to provide another type of service other than just selling cakes and cookies. This might be able to catch people attention as Twelve cupcakes are not only well-known for their pretty looking cakes but also their unique, limited edition flavours (like holicks and blueberry vanilla)
The service could be a self- customize cake workshop; a fun experience with a touch of sweetness involved
Base on the article, Welcome to the Experience Economy by Joseph Pine and James H. Gilmore.
But at this stage one still needs to be able to get down and dirty to bake and do the decorations.
It shows 5 stages of how our economy progresses. As seen in order to enter the next stage of the economy the item or product needs to undergo customization which would be unique to each and every one.
In the service economy, ordering a cake is just $10 more and it comes pre-done plus you don’t have to get the ingredients and bake it. It like buying convenience.
This is put in a simplified version but the article did mention a really good example, by using a birthday cake. During the agrarian economy, mothers will make the cake from scratch, with all the basic ingredients (egg, flour, sugar and butter ) This are all commodities which are easily accessible. But if one pays a dollar more you get a premix, in the goods-based economy where you can add a different assortment of items in order to personalize the cake.
To go along with this vison I did some secondary, regarding the progression of economic value and the economy that we are in.
While the baking workshop would come in with a bit of the twist, what people dread to do is the luging of all the ingredients home to bake, having to clean up after baking is just too much effort, the only fun part is the decoration bit. As a business, Twelve cupcakes can provide the service of cake decorations, and the users get the experience and memories of customizing their own cake, not only will it make memories but all the mess is left in the kitchen and no need to lug any ingredients home.
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Customize cakes? Nah...
Have you visted the twelve cupcake website before?
Have you tried twelve cupcakes before ?
100% of the surveyors has not visited the website .
> 50% of the surveyors knew what twelve cupcakes are. - People are aware of twelve cupcakes
-But do they go there ?
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- There was really no extremely useful information on the website if you just a regular customer, but with this information I do fell they are wasting resources that they have a website that is functioning but not put to use. The website might be able to help in enriching the experience.
Have you purchase any twelve cupcakes in the past 6 months ? If No, why not ?
54.4% finds it too pricey It is about $3 per cupcake, which is quite pricey. As $3 can buy you a meal. It is definately a luxury.
36.4% Doesn’t Like cupcakes
Would you like to customize your own cake without the need for baking?
63.7% would like to customize a cake - The people is rather postive about the idea. But i need more information, and feedback on the idea. Like to go into details, - How much will it cost ?
From the Food trend, one of the - What where their idea or vision for patterns is that people are now preferring healthier options which is the this concept ? understandable that people are not a fan of sugary cupcakes.
9.2% Never heard of twelve cupcakes
Might be an invalid response or there might be a misunderstanding of the question.
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Case Study
Why does it matter? After having an understanding of what the market wants, it did seat right with me. Like the workshop, the idea seems all cool but one bakery already had that idea and it was also riding on the hype train which not something I want. When back to do more secondary research and found out that the 3rd party delivery apps are not doing the cupcakes justice. There were multiple complaints and a lot of feedback from the customers regarding the cancellation of the order and the cake delivery.
This can tarnish twelve cupcakes reputations, and affect their business as people will lose faith in them and not want to purchase from there again. Once more delivery apps are supposed to make once life more convenient and ease the experience of getting food but the 3rd party not only did they not fulfil their task but ruin the cakes. Word spreads like fire thru social media posts and this will make users or customers have a bad impression of the brand.
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Age :24 year old Career : Banking Assitant Character: Bubbly Rachel a super bubbly girl, always there to cheer you up when needed and has a sweet-tooth for baked goods
Pain Points
Goals
- Has sweet cravings quite often
time
-Her snacks usually get stolen/misplaced from the pantry
Goes about their own day
Buys
Plans 01
-To explore be able try more food options
02 05 03
04
06 07 09
08 01) Craves for a sweet treat in the morning.
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02 ) Buys a 03) Place it cupcake from twelve pantry. cupakes that is near her home.
04) Starts working.
05) Luchtime
06) Has a meeting.
07) Feeling Drained from a meeting looks forward to have her cupcake.
08) Realised someone has taken her cupcake.
09)Tries to focus on work for the rest of the day.
Age :26 year old Career :General Manger Character: Hot tempered Edward holds his head high and only talks when needed too.But when things don’t go his way he gets pissed off.
Pain Points
Goals -To suprise his loved ones
- Orders keep getting cancelled by the ordering app .
-To be app to express feedback honestly
- The third-party keeps messing up his order -His feedbacks are not heard
Plans
Buys
Goes about their own day
01 05 02
04 03
09 07 06
02)Orders twelve 03) Order cupcakes via food keeps getting Birthday delivery apps. ,planning to cancelled by surprise her with various food some cakes. delivery apps.
04)Tries to 05) Finally, one 06) Girlfriend order again. order make it thru. sends him a picture of the cake was completely destroyed.
08 07) Messages the person who delivered the item.
08) Doesn’t get a response.
09) Decided to take it on social media to comment about his bad experience.
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How might we ensure the appearance of the cupcakes are kept in their prime condition ?
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How might we
Taking into account the project objective and the insights gained from this research a design statement is formed to work around the statement in order to reach the goals of the project.
permanent solution to solve a realworld problem, that the company is facing. In order to improve the users ‘ experience with the brand and the product.
The how might we statement is based on the case study and the personas as I try to come up with a
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Design Concepts
Pick up point
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A collaboration with the supermarkets to set up a pickup point for the cupcakes instead of going to the store itself which are quite scattered around Singapore. The pickup point very feasible as a supermarket already has this display fridges and twelve cupcakes can work out a partnership to be able to place their cupcakes there for collection. This will also be more convenient for users who want to purchase but would not like the 3 rd party delivery
De Se
Having their o would be bett control the sit out of hand an professionals to to the custom as cakes are fr
elivery ervice
own delivery service ter as they are able to tuation when it goes nd able to hire trained o deliver the cupcakes mer in the proper way ragile and perishable goods.
Feedback Page This not really related to the how might we statement but I thought it was a good point to bring up that the feedback on social media is not the best idea as not only it would be seen by millions of people it is hard to reply and contact the user or customer directly.
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Created by Kylie
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