The Multiverse

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A digital experience designed to elevate customer engagement & brand identity for The Fancave, a superhero-themed café, featuring an interactive website, in-store app, and augmented reality interactions.

Role

Product Designer

Project

Graduation

Timeline

4 Months (2023)

Tools Used

Figma, Adobe Illustrator

Awarded as ★

Best Graduation Project of NIFT 2023

Overview

Prompt

A digital experience designed to elevate customer engagement & brand identity for The Fancave, a superhero-themed café, featuring an interactive website, in-store app, and augmented reality interactions.


This project is part of a graduation requirement completed during an internship at Awesome Sauce Creative Pvt Ltd., Lucknow, Uttar Pradesh

Design Process

Initial Thinking

Target Users

  1. General café-goers, including families, young adults, older patrons, and anyone seeking a dining experience.

  2. Anyone interested in superheroes, comic culture, or themed experiences, looking for an immersive and memorable café environment.

Research Methods

  1. Online surveys to gather insights on customer preferences and expectations.

  2. In-person interviews with café customers to understand their experience and interactions with themed elements.

  3. Market research on digital engagement trends in themed cafés and restaurants.

How Might We Questions

  1. How might we create a digital experience that enhances the dining experience and appeals to all patrons, regardless of their familiarity with superhero themes?


  2. How might we enable a wide range of customers to easily explore and interact with the café's offerings in a way that feels exciting and engaging?


  3. How might we foster repeat visits and customer loyalty through an integrated digital platform that makes The Fancave a memorable and enjoyable destination for all?

User Research

Background Research

Research Goals

  • Examine Platforms: Identify online and in-store engagement tools in themed cafés.

  • Explore Interactions: Understand how The Fancave patrons engage with superhero themes.

  • Analyze Competitors: Review digital tactics of similar themed cafés.

  • Evaluate Preferences: Identify customer preferences for ordering and experience.

  • Assess System Usage: Analyze customer navigation of The Fancave's current offerings.

  • Spot Strengths & Gaps: Find strengths and improvement areas to boost loyalty.

Research 1 - Brand, Existing System & Market

  • Brand Values ( Nostalgia, Playfulness, Inclusitivity, Creativity, Quality )

  • Brand Experiences ( Interior Design, Menu, Events, Social Media )

  • Brand Identity ( Interior Design, Menu, Events, Social Media )

  • Social Media Platforms

  • Loyalty Programs, Discounts & Customer Driver Events

  • Third Party Delivery Apps (Swiggy, Zomato, BlinkIt, BigBasket, Zepto)

Market Analysis

  1. Themed cafés, like Cafe HQ in Kolkata, combine unique dining with superhero themes, appealing to both fans and general diners.

  2. Customer Engagement Trends: Modern diners favor immersive experiences; digital elements like AR and interactive menus boost engagement.

Competitive Analysis

  1. Online surveys to gather insights on customer preferences and expectations.

  2. In-person interviews with café customers to understand their experience and interactions with themed elements.

  3. Market research on digital engagement trends in themed cafés and restaurants.

User Interview

Real Insights - Primary Research

The user learnings area of interest comprises of the following:

» Awareness of the cafe

» Consumer behavior in the cafe

» User interests and needs

» Awareness about the touchless menu signage

» Expectations for AR feature in the cafe.

How often do users visit cafés for leisure or work?

  1. 50% visit cafés weekly.

  2. 30% visit cafés monthly.

  3. 20% rarely visit or do not visit cafés at all.

What motivates users to choose a café?

  1. Social interactions: 31% prefer cafés for hangouts.

  2. Relaxation: 16% seek peace of mind.

  3. Exploration: 27% enjoy trying new food or unique experiences.

Why Users Visit Cafes ?

User Preferences for Cafe App Features

What do users want to achieve through a café app?

  • Streamlined ordering: 35% seek ease of ordering via the app.

  • Rewards programs: 40% are interested in loyalty rewards.

  • AR content: 25% want engaging AR features to enhance the café experience.

How helpful would users find an app integrating AR, touchless menus, and café management?

  • Users rated the idea 8.6/10 on average.

  • 64.3% indicated they are likely to visit The Fancave Café if these features are available.

Affinity Diagram

Research Findings / Pain Points

01

Younger generations are open to trying new experiences and promoting cafes they enjoy through positive word-of-mouth.

02

Many users lack experience with Augmented Reality, cafe websites, and apps, often relying on instinct and word-of-mouth to choose cafes.

03

Millennials, in contrast, prioritize past experiences, gut feelings, or food quality when making decisions.

04

Designing for a diverse audience requires redefining the problem statement to accommodate varied preferences and behaviors, making this the right time for innovative solutions.

Final Problem Statement

The Fancave Cafe must address the need for a significant competitive advantage by building a strong and consistent online presence through an effective visual communication strategy. To achieve nationwide recognition and create a lasting impact, the cafe must position itself as a distinctive "Comic-Inspired Cafe," leveraging its unique theme to attract a diverse audience and establish a memorable identity both online and offline.

Prototype

Wireframes

Design Decision

Based on the project scope, requirements, and goals, I proposed to :


  1. Develop a comprehensive online presence for the brande

  2. Design a n interactive website for The Fancave

  3. Progressive web application featuring touchless menu signage feature inside the cafe.

  4. An Augmented Reality Experience.

Design Concept

Visual Identity

High Fidelity Designs

Progressive Mobile Application

Website

Augmented Reality Experience

Takeaways

Learning

Participating in this project proved to be an exceptional learning opportunity for me. I had the privilege of applying the majority of my academic knowledge while comprehending and adhering to the industry's best practices and conventions.


Thorough comprehension of user experience and interface were fundamental factors that drove the success of my Graduation Project, while knowledge of design thinking and research methodology played a complementary role.


Moreover, my involvement in this project helped me to gain a wealth of knowledge regarding the Augmented and Virtual Reality space and their respective industries. Ultimately, I believe that my graduation project was very informative and helpful. It enabled me to gain practical experience while contributing to the development of a design system and interaction for The Fancave's Website and PWA.

For in-depth understanding, you can see the enitre project here

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