PD PROJECT- IKEA TAMPINES RESTAURANT Chung Li Min 108039
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Problem statement Ikeas a household furniture company. There
are people whose main objective is to go to their restaurant to
eat. What can you do to enhance their dining experience or create a
new dining experience for them? Can we relocate the Ikea restaurant
/ implement a new outlet for Ikea restaurant? Shop for products
Ikea Restaurants & Caf Shop for products Exit Entrance
http://www.ikea.com/ms/en_SG/the_ikea_story/the_ikea_store/practical_tips.html
#/link5
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Research
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Ikea business At IKEA, their vision is to create a better
everyday life for the many people. Their business idea supports
this vision by offering a wide range of well-designed, functional
home furnishing products at prices so low that as many people as
possible will be able to afford them. As for their restaurant
purpose is to allow the customers to have a break and have their
meal before continuing with their shopping.
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Ikea floor plan Intention: is to keep customers in store
longer, as long as they could. It makes the customers feels
compelled to pick up a few extra impulse purchases.
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Market hall To Level 3 Ikea restaurant & Caf Staircase
& lift Toilets/ phones Smaland playroom Escalator & lift
(Entrance) Living room Living room storage Dining i i i i Childre
ns ikea i i i i i i i shortcut workspace Wardrobes & storage
Bedroom Kitchen
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Effective restaurant design Designs that encourage eye contact:
Lots of diagonal seating or a bar in a U shape might be well
received in restaurants that target a young, single market.
Breaking up the dining space with partitions or other visual
barriers makes the restaurant appear pleasantly busy even during
slower periods, and allows guests to feel connected to but not
necessarily part of a larger group. If given a choice of where to
sit in a restaurant, a majority of people prefer sitting at a table
next to some kind of permanent architectural feature: o A window, a
wall, or even a low partition. This anchoring behaviour is most
likely related to psychological needs. o We need personal space
around us to feel comfortable.
https://docs.google.com/viewer?a=v&q=cache:qWPyUgIcyeMJ:www.informedesign.org/_news/dec_v02-
p.pdf+&hl=en&gl=sg&pid=bl&srcid=ADGEESgQSeRWzgSw6N8H5k_KnDqgF7dzseIrT46gd5M6hahC1sb5Fwiv8508J9p6aVxQ8_A_s9YWN
NpuopB7vuHu3tvh1Ce_Lr2svCbuJ1XrEqmPGq9lpfQzJCLGEv4dLau9qauYVwG5&sig=AHIEtbQGQIurc-eb0tp9NTFxrnUDKlTzGw
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Seats near to windows is most desirable for romantic dinners or
intimate meals with friends. If eating alone, they will have strong
preference for anchored table in low- status part of the dining
place. Rare individuals will prefer no anchoring features tables in
the middle of the place. Diners will select an empty anchored table
first but if no anchored table is available then they will choose
an unanchored one that positions the diner well away from
strangers.
https://docs.google.com/viewer?a=v&q=cache:qWPyUgIcyeMJ:www.informedesign.org/_news/dec_v02-
p.pdf+&hl=en&gl=sg&pid=bl&srcid=ADGEESgQSeRWzgSw6N8H5k_KnDqgF7dzseIrT46gd5M6hahC1sb5Fwiv8508J9p6aVxQ8_A_s9YWN
NpuopB7vuHu3tvh1Ce_Lr2svCbuJ1XrEqmPGq9lpfQzJCLGEv4dLau9qauYVwG5&sig=AHIEtbQGQIurc-eb0tp9NTFxrnUDKlTzGw
Effective restaurant design (contd)
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Observations
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Observations of current site Furniture: Not all the restaurant
furniture brings familiarity of Ikea showroom. 1. Using Ikeas
products as the furniture for the restaurant. 2. Place Ikeas
products and promote them in the restaurant along the path or where
the patrons seats. Food: The menu board does not show the
description and prices clearly. 1. Enhance the menu board of Ikea
restaurants popular food. (Eg: enlarge the image at the same time
can see the prices and proportion better.)
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Ambience: Currently, the lights do not directly have
spot-lights on specific tables. 1. Using warm lightings and give
the customers a cozy feel so that they will enjoy their food and
will visit Ikea Tampines restaurant the next time. Architecture:
Currently the wall remains white. Giving the customers a plain wall
without textures what will they feel in that place. What makes them
satisfied and appealed to eyes? 1. Paint the walls with different
patterns Location: Is the location easily accessed by the
customers? Where is the satisfied location for them?
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Drafting the survey
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Questions asked? How is the current Ikea dining experience
like? Do they include Ikea specialties in the restaurant? Where can
the restaurant be located instead of being inside Ikea? What is the
concept of the restaurant? What is Ikea objective for the
restaurant?
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Understanding Ikea Tampines Restaurant Understand the users
needs and wants before continuing to design. Crafting survey to get
feedbacks from the users then further enhance the dining
experience.
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Draft Survey Questions 1) Name, age, profession. 2) Do you live
near Ikea Tampines? Yes/ No 3) How frequent do you visit Ikea
Tampiness restaurant? Daily/weekly/ monthly/ occasionally. Please
elaborate. 4) If you were to rate the restaurant (0-worst,
5-excellent): i. Atmosphere__ ii. Food__ iii. Architecture__ iv.
Ambience__ v. Overall dining experience__ 5) What improvements can
be done to enhance the dining experience? 6) If it were to be
relocate or franchised out, where would you want it to be? i. What
should be remains or replaces with new elements?____ Why?_____ (eg:
atmosphere, ambience, architecture, food and etc.)
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Improvised Survey Questions (Page 1) Understanding Ikea
Tampines Restaurant Introduction: Hi, I am student from Design for
interactivity. I am doing this survey for my project. It is
regarding user-research for Ikea Tampines restaurant. Please kindly
give me your valuable feedbacks for Ikea Tampines restaurant. It
will roughly take about 6 minutes of your time. Thank you.
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Improvised Survey Questions (Page 2) 1. About yourself Name:
Email Address: Age Range: o under 18 o 18-24 o 25-34 o 35-54 o 55+
Do you belong in any of the following profession? o Design o Food
& Beverage o Business o None of the above
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Improvised Survey Questions (Page 3) 2. How frequent do you
visit Ikea Tampines Restaurant? o Daily o Weekly o Once in a month
o Once in 3 months o Others (please specify):
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Improvised Survey Questions (Contd Page 3) 3. How would you
rate the Ikea Tampines restaurant? (Provide a tick for each row)
Very Satisfied SatisfiedNeutralDissatisfiedVery Dissatisfied
Atmosphere Ambience Food Architecture Location Overall Dining
Experience
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Improvised Survey Questions (page 4) 4) In your opinion, which
of the following could provide you a satisfying dining experience?
(Tick all that applies) ATMOSPHERE- In your opinion, which will be
the suitable and satisfied atmosphere? Placement of the furniture
Layout of the restaurant Environment Sound (music played etc.)
Others (please specify): AMBIENCE- In your opinion, which will be
the suitable and satisfied ambience? Soft lighting (dim light, warm
light) Bright lighting (white light) Signage (menu board etc.)
Seating (different seating plans) Others (please specify):
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Improvised Survey Questions (contd page 4) FOOD- In your
opinion, which will be the suitable and satisfied food? Swedish
Meatballs Chicken Wings Najad Salmon Fish & Chips meal Others
(please specify): ARCHITECTURE- In your opinion, which will be the
suitable and satisfied architecture? Furniture (tables, chairs
etc.) Wall structures (shapes, colours etc.) Flooring (tiles,
textures etc.) Others (please specify):
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LOCATION- In your opinion, where is a suitable and satisfied
location for the restaurant? Inside Ikea at the right side of the
Entrance Outside of Ikea at the left side of the Exit Outside of
Ikea nearby shop houses, shopping malls. Others (please specify):
Improvised Survey Questions (contd page 4)
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Improvised Survey Questions (Contd page 4) 5) Any suggestions
you would recommend for improvements to enhance your dining
experience: 6) If the FOOD prices were to be changed due to the NEW
DINING EXPERIENCE. Will you still be willing to pay for the food? o
Yes o No o Depends, please elaborate: Thank you for your valuable
time and have a nice day! Comments/ remarks Atmosphere Ambience
Food Architecture
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Improvised Survey Questions (online)
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Survey results
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Survey details Total survey size collected: 46
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Rating of Ikea Restaurant
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Atmosphere Highest ratings: 36.4% Environment 28.6% Sound Most
common comments: Privacy Cozy More space Add
music/entertainment
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Ambience Highest ratings: 43.8% Soft lighting(dim light, warm
light) 35% Seating (different seating plans) Most common comments:
To play some background music. Spot-lights (with soft lightings) at
each table. Provide homely feel and peaceful ambience Different
arrangement of seating plans/themes
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Food Highest ratings: 29.5% Swedish Meatballs 28.4% Chicken
Wings Most common comments: More varieties and better quality of
food
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Architecture Highest ratings: 47.4% Furniture (tables, chairs
etc.) Most common comments: Have different design of furniture from
Ikea to fit different seating plans Theme dining Comfortable Use of
furniture/themes to create homely environment.
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Location Highest ratings: 67.4% Inside Ikea at the right side
of Entrance Most common comments: None.
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New dining experience vs money Whether the users will be
willing to pay for a new dining experience: 47.8% Yes 6.5% No 45.7%
Depends and elaborated Most common comments: If the environment
becomes better and the food is worth the price, I do not mind
paying. Depends on how much they increased the price to.
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Proposed Design
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Design Considerations 1. Increase the privacy level. 2. Pipe in
music 3. More spaces 4. Change the type of lamps used. 5. Change of
setting. 6. Enable restaurant patrons to feel homely and
comfortable. 7. Change the overall surrounding with different
arrangements of seats and furniture used. 8. Use of Ikea
furniture
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Design CategoryHighest ratingsMost common comments Design
Atmosphere Environment (Overall setting/surrounding) Sound Privacy
Cozy More spaces Music/ Entertainment Included dividers/partitions
Lessen the amount of seats Pipe in music Ambience Soft lightings
Seating plans Spot-lights on each table using soft lightings Have
different arrangements of seating plans/themes Provide homely feel
and peaceful ambience Ceiling hanging lamps with warm lighting
Floor lamp s with warm lighting Create personal space with
different seating arrangement Use of Japanese tatami mat style
Architecture Furniture Different furniture designs to fit different
seating plans Comfortable Use of furniture to create homely
environment Uses different furniture from Ikea Uses furniture and
seating arrangements to provide comfortable and homely
environment
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Current seating plans
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Improvised seating plans
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Changes made - Atmosphere Improvised design with new setting
and pipe in music.
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New setting 1 2 3 4 5 6 7
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1
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2
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3
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4
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5
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6
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6
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7
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Pipe-in Music 1 2 3 4 5 6
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1 Partitions/Dividers added to provide privacy. Pipe in
music
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2
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3
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4
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5
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6
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6
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Changes made Ambience Improvised design with soft lighting and
using different seating plans.
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1 2 3 4 5 Soft-lighting and Seating plans
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1 Create personal space with alternate seating arrangement
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1 Partitions/Dividers added to provide privacy. Change to
vertical arrangement to provide more space.
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1
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2
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2
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3
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3
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4
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4
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4
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5
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Changes made Architecture Improvised design uses Ikea furniture
in different seating plans.
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1 2 3 4 5 Use of Ikea Furniture 6
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1 AMMER Bar table, dark brown, beige AMMER Bar stool, dark
brown, beige
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1 MELLTORP Dining table, white IKEA Nils Padded dinning
chair
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1 IKEA can customize this kind of tables and chairs for their
restaurant.
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MELLTORP Dining table, white IKEA Nils Padded dinning chair 2
Ikea Foto Pendant Light Dark grey
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2 MELLTORP Dining table, white IKEA Nils Padded dinning
chair
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3 MELLTORP Dining table, white IKEA Nils Padded dinning chair
IKEA can customize this kind of tables and chairs for their
restaurant.
3 Ikea beanbag sofa, white VITTSJ Coffee table, black- brown,
glass ALNG Wall lamp, nickel-plated, white
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3 Ikea Malm occasional table white MARTIN Chair, silver-colour,
black
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4 IKEA can customize this kind of tables and chairs for their
restaurant.
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4 OKATI Rug, high pile, white HAMPEN Rug, high pile, black
KLUBBO Coffee table, black-brown
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4 OKATI Rug, high pile, white HAMPEN Rug, high pile, black
KLUBBO Coffee table, black-brown
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5 AMMER Bar table, dark brown, beige AMMER Bar stool, dark
brown, beige
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IKEA Nils is a padded dinning chair Ikea Foto Pendant Light -
Dark Grey Ikea Orgel Floor Lamp Types of furniture
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ALNG Wall lamp, nickel-plated, white AMMER Bar stool, dark
brown, beige Ikea beanbag sofa, white
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MELLTORP Dining table, white VITTSJ Coffee table, black-brown,
glass
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AMMER Bar table, dark brown, beige BJURSTA Dining table,
brown
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For Tatami style OKATI Rug, high pile, white HAMPEN Rug, high
pile, black KLUBBO Coffee table, black-brown
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Food menu
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Touch point
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Touch PointsExpectationsDefects Walk-inPrivacy Comfortable
seating Do not have privacy AtmosphereCozy Spacious
Music/entertainment Do not have clear music Do not have enough
personal space. Ordering serviceClarity of food menu Service of
staff Some of the food menu description and picture overlaps. Food
& DrinkDelicious food Display of food Reasonable Leave the
restaurantDifferent route to leave Not packed with human
traffic