e x p e r i e n c e d e s i g n

process book

by

HASTI - JACKY - JOSHUA - MANDY - NATHAN - NILOUFAR

W I L L I A M S - S O N O M A

FoundationDomain

The team

Luxury industryExploring market trendsInsights from agencies

IntroductionBusinessCustomer journey frameworkBusiness problemInnovation gapCustomer fr ict ionOppor tunit ies

FrameworkConstraintsCustomer segment ProposalsMetaphor

Exploration

Client

Ideation

C O N T E N T S

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1 5

3 5

5 1

6 9

Construction

Conclusion

FormInfo architecture“Flow” char tProductionCustomer journey framework

Value for businessValue proposit ion

Nathan Lam

Niloufar Kousha

Mandy Wong

Hasti Khaki

Joshua Nicolas

Jacky Chen

T H E T E A M

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Inspired by the vision of the perfect kitchen utility, we designed a digital platform for Williams-Sonoma’s Open Kitchen line,

targeting novice and aspiring cooks to support their passion and develop their culinary skills.

P I T C H

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ION We used experience design as a tool to bring value to the business, moving it from

producing only products and commodities to creating a memorable experience for the customers. Experience design combines the best practices from business, design, and research. Its relevance comes from the combination of the various elements in a

customer-centric way.

“Great products are only a part of the story. . .”- Don Norman

U S E R E X P E R I E N C E

A K Q A B U S I N E S S C L I E N T D I A G R A MIn order to make the project useful, usable, and delightful, we considered the core business problem. We sought to reduce customer friction and add value to the business by looking into the core idea first, before considering the channel or the medium.

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Business Problem

Final Design

Customer FrustrationIdea

& Channel

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L U X U R YThere are several practices that we found common within the luxury industry. First of all, luxury companies rarely compare themselves to another, preferring to represent and state a unique image. The luxury brand must work hard at maintaining this character, be it a specific style, or signature. This is so that the integrity of the brand remains strong and brand confusion remains at bay.

Channel handling is also a delicate task as the brand must refrain from selling overtly or up-selling their clients, both practices being common in regular companies. All in all, luxury companies must be especially careful in crafting and maintaining their image while ‘orchestrating’ the brand experience so that they become synonymous with desirable characteristics, traits, and goals that the audience may have.

“Luxury is the expression of a taste, of a creative identity, of the intrinsic passionof a creator; luxury makes the bald statement ‘ this is what I am’”

- Luxury Strategy

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There are few authentic connections and relationships despite being constantly digitally connected.

Consumers care about having a healthy lifestyle. The general audience spends little time at home to eat with family and often has no time to cook.

Consumers often rely on foodie blogs, online videos and recipes to learn or find inspiration. Showrooming is becoming a common practice, especially for luxury brands. Consumers may first research on the brand or products online and even buy the product online while using the physical store as a showroom.

Tradition becoming something that consumers look for and find value in, emulating a friendlier, more personal time and society.

T R E N D S I N C O O K I N G I N D U S T R Y

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We gathered several insights from AKQA’s project with Audi. One of the main ones being, give less of the platform and more of the brand or product. The details of the platform, such as layout, colors and interactions must reflect the brand as well. This would lead to the brand being communicated better and provide a more enjoyable experience for the audience.

A K Q A - A U D I

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We came to understand that trust and transparency is paramount between business and customers now as we studied Method’s project for Lush. Brand values should be communicated clearly in order to develop an authentic relationship between the company and the customer. Similarly, traditional ways of communicating brand and advertising are no longer effective. Instead, the best way is to let the customer feel like they are a part of the company and their culture.

M E T H O D - L U S H K I T C H E N

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Charles E. Williams founded Williams Sonoma in 1956 with a focus on customer-centric service and handpicking high quality culinary products, such as cookware, cookbooks, cutlery, informal dinnerware, glassware, table linens, specialty foods and cooking ingredients. WIlliams-Sonoma engages their audience and markets these products through retail stores, catalogs, and e-commerce.

Open Kitchen is a new line by Williams Sonoma. The line was introduced in January 2014 by Williams Sonoma for a casual, young, food-loving audience compared to Williams Sonoma’s traditional audience of serious connoisseurs. Open Kitchen provides the same high quality and design while the price range is much more affordable.

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SYMBOL

B R A N D

P E R C E P T I O N

E X P E R I E N C E

P R O D U C T S

P R O M I S E

P E O P L E F I R S TE N H A N C I N G C U S T O M E R S ’

L I F E S T Y L E AT H O M E , F O C U S I N G O N I N S P I R AT I O N R AT H E R T H A N

P R O D U C T S

L U X U R YQ U A L I T Y

C R A F T S M A N S H I PH O S P I TA B L E

C U L I N A R Y P R O D U C T SE - C O M M E R C E

I N S T O R E C O O K I N G C L A S S E S

M E A S U R E D

S T A F F

r e p r e s e n t s

b yL U X U R Y P R E S E N C E

W I L L I A M S -S O N O M A

b u i l d s

d e l i v e r

S T A F F

r e p r e s e n t s

c a n b e

g u i d e s

b y

s h a p e s

B R A N D M O D E L

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20B U S I N E S S

M O D E L

r e t a i l s t o r e

c a t a l o g

w e b s i t e

s o c i a l m e d i a

w o r d o f m o u t h

a d v e r t i s e m e n t

V A L U E P R O P O S I T I O N

K E Y R E S O U R C E S

P h y s i c a l p r o p e r t y

i n t e l l e c t u a l

k n o w l e d g e

e x p e r i e n c e

r e l a t i o n s h i p s

K E Y P A R T N E R S

v a r i o u s s m a l l f a c t o r i e s

s u p p l i e r s

r e t a i l e r s

l o c a l c h e f s

r e s t a u r a n t

C U S T O M E R S E G M E N T S

n i c h e m a r k e t

l u x u r y m a r k e t

C U S T O M E R R E L A T I O N S H I P S

p e r s o n a l t r e a t m e n t

a u t o m a t e d s e r v i c e s

c o - c r e a t i o n

K E Y A C T I V I T I E S

p r o d u c t i o n

d e s i g n

e d u c a t i o n

A S P I R A T I O N A L

e n h a n c e c u s t o m e r ’ s l i f e s t y l e a t h o m e .

I N T A N G I B L E

h e l p m a k e h o m e a r e f l e c t i o n o f w h o t h e c u s t o m e r a r e .

T A N G I B L E

f o o d a n d c o o k i n g r e l a t e d p r o d u c t s .

C H A N N E L S

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Williams Sonoma is currently heavily focused on the top half of this matrix, where they bring existing and new products to their existing market while few of their resources are directed at introducing new products to the new market, or traditional products to the new market. Our design introduces a new market, young food overs, to a new affordable product line (Open Kitchen) at an early stage, so they will be introduced to the traditional, luxury products eventually. This will not only expand the audience of the brand but also create brand loyalty and keeps the company growing in long term.

E X I S T I N G M A R K E T S

N E W M A R K E T S

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E X I S T I N G P R O D U C T S N E W P R O D U C T S

E-commerce

Traditional cooking lifestyle

Luxury cookware

Print (catalog)

Expanding internationally

Partnership with other chains(Whole Foods)

Improve in-store merchandising

Affordable cookware for everyday use

(Open Kitchen)

Technology implementation

Cost cutting (shipping rates)

A N S O F F C H A R T

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P R E - S E R V I C E S E R V I C E

What events are going on?

What is in all these categories?

What do they carry?

How do I navigate?

How can Williams-Sonoma compete with other companies with similar products and lower price tags?

Does the website communicate the brand?

What are people saying about our brand?

Is the site easy for consumer to navigate and find what they are looking for?

How do we bring a potential customer to Williams-Sonoma?

Is there any guides, support, or help?

Where do I find the things I want or need?

What are these products for?

awareness exploration

C U R R E N T O N L I N EF R A M E W O R K

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Are we giving understandable product and information to the customer?

How can we provide support after our products are bought?

Is the checkout process easy?

Are we supporting them and helping them in their decision process

How can we reengage with customer?

Are we instilling trust in this process?

Are we providing holistic experience

How can we invite them to store?

P O S T - S E R V I C E

purchase

How do I use it and why would I use or need it?

Should I physically go see the product?

Where can I find out how to use product?

Did the package arrive on time?

Was the website easy to use?

Is there somewhere I can go to get a feel of the product?

Should I buy it online?

Where can I find support or help with my purchase?

What are the differences between these products?

How much is the total?

Did I buy the right product?

What are other users or buyers saying about this?

What types of payment are accepted?

Is the product easy to use?What is the return, exchange, and warranty?

Is this the best product for me to use?

How long will it take to ship?

Can I add insurance to the package?

Can I track the package?

Is the product quality good?

consideration post-purchase

What companies sell kitchenware and cookware?

Which brand should I choice?

What do others say about Williams-Sonoma?

What are other people using?

Where can I go to learn more about Williams-Sonoma and their products?

Do they have a store near me?

Do they have digital platform that I can go to find out about them?

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What companies sell kitchenware and cookware?

Which brand should I choice?

What do others say about Williams-sonoma?

Is there anyone to help me?

Are the staff knowledgeable and willing to help me?

What are other people using?

What do they carry?

Where can I go to learn more about Williams-Sonoma and their products?

How does the storefront make me feel?

Do they have digital platform that I can go to find out about them?

How can Williams-Sonoma compete with other companies with similar products and lower prices?

Is the store organized and designed appealingly

What are people saying about our brand?

Can customers navigate easily?

Do we have sufficient staff to meet customers’ need?

How do we bring potential customers to Williams-Sonoma?

What are these events they are having?

What are these products for?

What do you do and when is it?

What is the product called ?

How much is it?

C U R R E N T I N S T O R EF R A M E W O R K

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Are the staff properly trained and well educated?

How can we provide support after a purchase?

Is the checkout process friendly?

How can we provide customers with more information without overwhelming the original brand aesthetics?

How can we reengage with customer?

Are we providing relevant information to customer?

How can we inspire trust and confidence?

How can we invite customers to store?

Is there more information available?

Is this really the right product for me?

Where can I find out how to use product?

Did the package arrive on time?

Was the website easy to use?

What is the difference between all these brand?

Where do I pay, is there anyone to help me?

Where can I find support?What is open kitchen? Is there a long wait and

is there anything I can do while waiting?

Did I buy the right product?How do I use it?(What cooking method and technique?) What is the exchange policy?

Is the product easy to use?

How was the service?

Do I need this ?

How is the quality?

Would I be comfortable and confident using these?

Is there warranty?Is the product quality good?

Would I want to come back to this store?

awareness exploration purchaseconsideration post-purchase

P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

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multiple causes for declining sales including dilution of brand as they expand, poor communication of brand values and increasing levels of competition. Another issue is Williams-Sonoma’s exclusive focus on traditional markets while new, younger audiences with buying power emerge. Williams Sonoma would eventually become obsolete if these problems are not remedied. The younger generation know about the brand from their family, but don’t see enough value to buy products from the brand.

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1,006. 068

994. 425

980.709

978.002

2010 2011 2012 2013

Revenue

Year

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ORGANIZATIONAL KNOWLEDGE

INNOVATION GAP

Technology

& Business Models

How People Live Their Lives

One of the issues stated was Williams Sonoma’s expansion as they grew and introduced more products. In doing so, not only did their brand get diluted, they also lost sight of being customer-centric and meeting customers’ needs. In this case, friction grew for customers as they found it harder and harder to approach the brand, this is especially true of inexperienced and novice cooks.

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There are several friction points that customers face. One major friction is that the audience may have limited knowledge themselves to explore the culinary world. Similarly, the lack of a cohesive environment makes it difficult for them to learn, develop and grow their passion.

“If you as a company, stay within that limited emotional range, then you

are cutting yourself off from all the possibilities in the larger world where

people actually live.”

- Bruce Mau

C U S T O M E R F R U S T R A T I O N

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Williams Sonoma developed the Open Kitchen line in response to these issues. Open Kitchen has a clear identity and reaches back to Williams Sonoma’s tradition of hand picking the best products. The new line also introduces a new audience to the brand, building loyalty early on. However, Open Kitchen has received limited attention from its target audience so far.

Hence we find an opportunity to design an experience for Williams Sonoma’s Open Kitchen to introduce them to their audience.

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INSTORE

CATALOG

ONLINE

PRODUCTSAND SERVICES

E X P E R I E N C ED E S I G N

is held by shaping bui lding

PEOPLE FIRST, ENHANCING CUSTOMER’S LIVES AT HOMEFOCUSING ON INSPIRATION RATHER THAN PRODUCT

B R A N D P R O M I S E

P R O J E C T T R E N D SPROMPT

D O M A I N R E S E A R C HEXPERIENCE DESIGN ESTABLISHES

C L I E N T S E L E C T I O N

W I L L I A M S - S O N OMASELECTED CLIENT

BRAND DNA + BUSINESS PROBLEM + TRENDS

P R O D U C T I O N V A L U E E N G A G E D S U S T A I Nthat wi l l

keeps customers

TANGIBLE + INTANGIBLE + ASPIRATIONAL

that wi l l

INDUSTRY

POTENTIAL DESIGN OPPORTUNITIES

GENERATE CLIENTS

BRAND VALUES ANDBUSINESS PROBLEMS

repeat unti l ref ined

FEASIBLE + VIABLE + DESIRABLE

D I G I T A L I N T E R F A C E

T O U C H P O I N T S

D E V E L O P

W I T H I N D O M A I N ?

I S I T W O R K I N G F O R T H E B R A N D ?

R E F I N E

noyes

noyes

yes

B R A I N S T O R Mno

yes

C O N V E R T N E E D T O D E M A N Dobser vation

insight

empathy

human-centered

EXPECTATIONS

shape

bui lds

LUXURYQUALIT YCRAF TSMANSHIPHOSPITABLE

B R A N D P E R C E P T I O N

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Stay away from recipe dependent platforms

Do not create an advertisement or campaign

Stay within the luxury realm of Williams-Sonoma

Avoid using social media based interactions directly

Do not sell directly

Emphasize brand’s traditions

A V O I D C L I C H E

L U X U R Y & B R A N D

D O M A I N B A S E D

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We are targeting the younger generation (Generation Y) and other novice or aspiring cooks and food lovers. We are targeting them because Open Kitchen offers a culture appealing to this group that other similar price-ranged competitors don’t offer.

Similarly, they are an emerging market with increasing buying power and would constitute a new customer pool for Williams Sonoma.

Young and novice cooks may or may not have much experience in cooking. Hence their needs are unique and different from Williams Sonoma’s traditional target. They need an experience that has low cognitive overhead, that allows easy control which inspires courage and confidence. Often times they may also need an audience or a mentor for companionship and guidance.

On the other hand, aspiring cooks and food lovers would be in search of inspiration and further knowledge to refine their culinary understanding.

N E E D SA U D I E N C E S

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IDE

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This concept was to build a story with food, experience and lifestyle as the priority while the products take supporting role in creating these moments. However, we looked back at consumer trends and recognized that the larger part of the audience views food and cooking as something enjoyable already. Hence, our proposal did not provide sufficient value to the consumer and Williams-Sonoma.

Proposal 1 rejected

COOKING AS AN ENJOYABLE

PROCESS RATHER THAN A CHORE.

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We focused on Williams-Sonoma’s Open Kitchen, specifically their idea of ‘Gather, Cook, Eat, Repeat’ for this proposal. In iterating, we found our idea of cooking together with friends or family especially fit this concept. We explored this proposal further and found that it may be interesting but too much of the interactions depend on other participants. This would present a challenge in creating value for the consumer and Williams-Sonoma.

ENLIGHTENING THE COOKING

PROCESS BY REINTRODUCING THE

TRADITION OF PREPARING FOOD

Proposal 2

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rejected

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Realizing the limitations of the previous proposal, we shifted our focus to address frictions that our target would experience. We identified intimidation as a major factor in preventing our audience from enjoying the culinary experience and so, set out to develop a platform that would give them guidance and develop their confidence in the kitchen. As we proceeded though, we branched out in our iterations and found greater opportunities.

REINTRODUCING THE TRADITION

OF COOKING BY LOWERING THE

INTIMIDATION OF COOKING

Proposal 3 rejected

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Following the idea of the proposal to lower the intimidation of cooking, we found that an even larger audience would gain value through inspirations rather than just strictly technical aspects. With this insight, we incorporated cultures and origins of different cooking methods, techniques and tools with proper terminology, encouraging the audience to explore the culinary world and expand their passion.

Final Proposal

INSPIRING CULINARY PASSION THROUGH

REINTRODUCING THE RIGHT UTILITIES

AND CULTURE.

ACCEPTED

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K I T C H E N U T E N S I LH A N D P I C K I N G

E L E M E N T SOur design is a cooking utensil for the aspiring cook. It provides crucial support in the aspiring cook’s journey while providing and supporting an enjoyable cooking experience, similar to the chef’s knife. It is a must have in the cooking process.

The information and knowledge within the application are ‘hand-picked’ to suit the audience’s needs, reflecting Williams-Sonoma’s tradition of hand-picking quality items for their customers.

Form

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We identified three stages of interaction, pre-cooking, cooking and post-cooking, throughout the entire process of cooking by observing actions and activities that the user may engage in. During the cooking stage, the user is faced with many time sensitive tasks and would have greater difficulty going through a large number of information. Recognizing this, our goal was to develop a simple, intuitive hierarchy and layout. Visually, the application needs to be clean, allowing users to quickly grasp essential techniques. We provided high interaction dependent actions during the post and pre-cooking process. We optimized the interaction so the application becomes an essential in the cooking process from inspiration to cooking and plating.

Observing people’s behavior while cooking and using a mobile platform, we noticed the majority of touch interaction occur with wet or dirty hands. Users would often have difficulty with single touch interactions as it requires the user to touch a specific area of the screen in order to activate the interaction. If the user’s hands were not dry and clean, the tablet would be unresponsive. On the other hand, a sliding interaction can occur in various points on the screen, making it easier to do with dirty hands.

U S E R I N T E R F A C E E L E M E N T S

Form

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Tap a zoom icon to view a close up shot at corresponding text

Swipe up to enter the equipment page of the cooking method

Swipe left and right of the top navigation bar to quickly search for a cooking method

Swipe left and right to view different cooking methods

Drag or tilt the device to view the equipment from different angles

Drag the toggle to select cuisine

U S E R I N T E R A C T I O N S

Form

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Place tablet flat to switch to top down view of tutorial

Drag the dials to reveal related information

Tap to initiate a video tutorial

Pinch to exit or tap the close icon

Tap the top navigation to skip segments

Drag to play video at comfortable speed, release to pause at any time

Form

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UX/UI

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Form

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UX/UI

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I N F O A R C H I T E C T U R E

Form

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C

C

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The condition of “flow” is characterized by the users being immersed and completely engaged in what they are doing. People who are in a state of flow “experience intense concentration and enjoyment, coupled with peak performance,” says Mihaly Csikszentmihalyi, psychologist. In our design we aimed to challenge the users at some level but leave a delicate balance so the audience feels confident to handle each cooking method with the technique learn, putting the audience in a state of “flow” where using the application becomes a memorable experience and therefore, the brand becomes memorable.

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P R E - C O O K I N G

Where can I learn about techniques and their origin?

Where am I?

Should I download this app? How do I navigate?

Will it have content that I’m interested in?

What is this being shown?What is this app for?

How many cooking methods are there?

What is Williams-Sonoma?

Can I learn more about these cooking methods?

What is Open Kitchen?

Does it have content that appeals to me?

Where can I get it?

What’s in the techniques section?

What’s in the tools section?

Can I see the tool?

Where can I buy them?

before use first use

D I G I T A L P L A T F O R M

Encounter the app through Williams-Sonoma website, print catalog and social media

Introduced or recommended through word of mouth from other aspiring cooks and foodies

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C O O K I N G P O S T - C O O K I N G

What tools do I need? Do I have them?

Exactly how do I do this technique?

Will I do that again?

What are the differences in the method between the cultures?

Do I understand the directions?

What other cultures are there?

What is this “Origins” option about?

Am I doing it right? What other methods are there?

What cooking method do I want to learn about?

What are the steps? How was cooking with the app?

What should I cook?

Is it easy? Can I do it? How does cooking with this app make me feel?

Which culture method do I want to try out?

Can I use this while cooking?

Where can I learn about the method, techniques, origins and tools?How do I do it? What

techniques do I use?Is it easy?

Where can I go to buy the tools?

continued use

Navigational menus and process bars

Videos demonstrating proper techniques

Explore the favored cooking culture

Relevant information on tools, techniques and origins.

Correct terminology

Feel you have control over the cooking process and you can master each technique

touch points

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W h y t h i s w o r k s f o r t h e B r a n d ?

Our project will introduce a new customer segment of casual food lovers to Williams Sonoma early on as they find their passion for cooking. Through continued usage the audience would be exposed to Williams Sonoma’s culture and products, immersing them in the brand. By reaching to the audience early on and continued immersion in the brand, the user will feel connected to Williams Sonoma.

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S U R F A C E Discovery

Immersion

ConnectionD E E P

SayThink

DoUse

KnowFeel

Dream

WILLIAMS - SONOMA(Brand Knowledge) (Target Audience )

ASPIRING COOK

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F E A S I B L E

V I A B L E

D E S I R A B L E

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Our project combines and uses technology currently available. Williams Sonoma will have the relevant information/knowledge within the company as a well established kitchenware company

Makes the cooking process enjoyable for aspiring cooks, the UI interactions are optimized for convenient usage in and around the kitchen when cooking.

Reduce material and labor costs Develops and supports sustainability measuresIncreases sales levels, brings in a new customer pool and encourages brand loyalty

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Our project provides the opportunity for the aspiring cook to learn and experience the right tools, techniques, and terminology. It inspires the user and supports their exploration of the culinary realm. Through continued use, our project will become a learning and cooking companion for the aspiring cook, developing an emotional connection with them. Our application encourages users to develop their own culinary tastes, satisfying their reflective and aspirational needs as they build the image of being a food connoisseur and belonging to the foodie community.

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