Ikea Tampines Restaurant

PROJECT 1:IKEA TAMPINES RESTAURANTChung Li Min

Problem statement

• Ikea’s route is created to be a maze to get people to stay longer. However, you are a café patron you went there for food but you have to walk a long way out.

• What can you do to solve this problem? Can we relocate the Ikea restaurant / implement a new outlet for Ikea restaurant?

• Or create a new dining experience for them?

Shop for productsIkea

Restaurants & Café

Shop for products

ExitEntrancehttp://www.ikea.com/ms/en_SG/the_ikea_story/the_ikea_store/practical_tips.html#/link5

http://www.ikea.com/ms/en_SG/the_ikea_story/the_ikea_store/practical_tips.html



Ikea floorplan?• 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.

Market hall

To Level 3

Ikea restaurant & Café

Staircase & lift

Toilets/ phones

Smaland playroom

Escalator & lift

(Entrance)

Living room

Living room storage Dining

iiii

ii

iiChildren’s ikea

ii

ii

ii

ii

ii

ii

ii

shortcut

shortcut

shortcut

workspace

Wardrobes & storage

BedroomKitchen

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.

Questions asked?• What is Ikea dining experience like?• What kind of “Ikea style” in the restaurant?• Where can it be instead of Ikea?• What is the concept of it?• What are the stakeholders’ view?• Ikea objective for the restaurant?

Ikea Dining Experience

Idea 1

Furniture:• Using Ikea’s products as the furniture for the restaurant.

• Place Ikea’s products and promote them in the restaurant along the path or where the patrons seats.

Food:• Ikea restaurant’s popular food. (eg: Sweden food like meatballs and etc.)

Ikea Dining ExperienceAmbience: • 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• For instance, giving the customers a plain wall without

textures what will they feel in that place. What makes them satisfied and appealed to eyes?

Location• Is the location easily accessed by the customers? Where is

the satisfied location for them?

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.

Draft Survey questions1) Name, age, profession.

2) Do you live near Ikea Tampines? Yes/ No

3) How frequent do you visit Ikea Tampines’s 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.)

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.

Improvised Survey Questions


1. About yourself

Name: Email Address:

Age Range:o under 18o 18-24o 25-34o 35-54o 55+

Do you belong in any of the following profession?o Designo Food & Beverageo Businesso None of the above



2. How frequent do you visit Ikea Tampines Restaurant?o Dailyo Weeklyo Once in a month o Once in 3 monthso Others (please specify):


3. How would you rate the Ikea Tampines restaurant? (Provide a tick for each row)

Very Satisfied

Satisfied Neutral Dissatisfied Very Dissatisfied

Atmosphere

Ambience

Food

Architecture

Location

Overall Dining Experience


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):


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):


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 (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:

Comments/ remarks

Atmosphere

Ambience

Food

Architecture






Thank you for your valuable time and have a nice day!

Survey details• For your information, the survey is still ongoing. This is

the survey link: http://www.surveygizmo.com/s3/776695/Understanding-Ikea-Tampines-Restaurant

• Currently, there is 26 people who did this survey.

• From their survey answers, it seems to have some patterns however I cannot judge it now because it is still ongoing and there will still be different answers coming in.

http://www.surveygizmo.com/s3/776695/Understanding-Ikea-Tampines-Restaurant



A few examples of similar answers Atmosphere:How would you rate the Ikea Tampines restaurant?(Provide a tick for each row)SatisfiedSatisfiedNeutralNeutralNeutralSatisfiedNeutralSatisfiedSatisfiedSatisfiedNeutralSatisfiedSatisfiedSatisfiedSatisfiedSatisfiedVery SatisfiedSatisfiedSatisfiedVery SatisfiedSatisfiedSatisfiedSatisfiedSatisfiedSatisfied

Ambience:How would you rate the Ikea Tampines restaurant?(Provide a tick for each row)SatisfiedSatisfiedNeutralNeutralNeutralSatisfiedNeutralSatisfiedSatisfiedSatisfiedNeutralVery SatisfiedSatisfiedSatisfiedSatisfiedSatisfiedSatisfiedSatisfiedSatisfiedVery SatisfiedSatisfiedSatisfiedSatisfiedSatisfiedSatisfied

Food:How would you rate the Ikea Tampines restaurant?(Provide a tick for each row)SatisfiedSatisfiedSatisfiedSatisfiedNeutralSatisfiedNeutralSatisfiedSatisfiedSatisfiedNeutralNeutralSatisfiedSatisfiedSatisfiedSatisfiedNeutralVery SatisfiedSatisfiedVery SatisfiedSatisfiedNeutralVery SatisfiedNeutralSatisfied

A few examples of similar answersPlacement of the furniture:ATMOSPHERE- In your opinion, which will be the suitable and satisfied atmosphere?:In your opinion, which of the following could provide you a satisfying dining experience? (Tick all that applies)

Placement of the furniture

Placement of the furniturePlacement of the furniturePlacement of the furniture




Placement of the furniturePlacement of the furniturePlacement of the furniture

Layout of the restuarant:ATMOSPHERE- In your opinion, which will be the suitable and satisfied atmosphere?:In your opinion, which of the following could provide you a satisfying dining experience? (Tick all that applies)Layout of the restuarantLayout of the restuarant

Layout of the restuarant


Layout of the restuarantLayout of the restuarantLayout of the restuarant


Layout of the restuarantLayout of the restuarantLayout of the restuarantLayout of the restuarant



Environment:ATMOSPHERE- In your opinion, which will be the suitable and satisfied atmosphere?:In your opinion, which of the following could provide you a satisfying dining experience? (Tick all that applies)Environment

EnvironmentEnvironmentEnvironmentEnvironment

EnvironmentEnvironment

EnvironmentEnvironmentEnvironmentEnvironmentEnvironmentEnvironment

Environment

Environment

Environment