Kasama Chocolate
A pop-up booth product design project with external partner, Kasama Chocolate, located in Vancouver, BC on Granville Island.
Product Design | Linh Phan (Collaborator) | January 2023 - March 2023
The Problem
Ineffective communication of the Kasama brand story to customers and relationships in the local market.
The Goal
Increase brand awareness among consumers and make Kasama chocolate more accessible to Vancouver chocolate enthusiasts.
Front View
360-Degree Visibility
Sited at ground level and featuring multiple openings on various sides, the booth is designed to attract attention from all angles and increase campaign footfall through open communication.
Back View
Inclusive Interaction
Positioning an interactive game outside the booth attracts more passersby and ensures accessibility for individuals who use wheelchairs. Additionally, the game will include captions for the deaf and hard of hearing, as well as described video services for the blind and visually impaired.
Side View
Brand-Consistency
Inspired by Kasama Chocolate's renowned craftsmanship, our booth design captures the essence of their distinct illustrative packaging tone, ensuring unwavering brand consistency.
Full View
Easy Transportation
Designed in a cubular shape, this booth seamlessly accommodates both indoor and outdoor activations, fully addressing location and transportation requirements for setup and dismantling.
DESIGN PROCESS
01 EMPHASIZE
RESEARCH
Kasama Chocolate has won International Chocolate Awards and makes its chocolate from cacao beans sourced worldwide from scratch. However, despite its high-quality products, the brand faces challenges in effectively communicating its chocolate-making story to potential consumers.
Customer Research
How much consumers spend on chocolate monthly in Canada 2020? According to a survey carried out by ProdegeMR in Canada in May 2020, most respondents stated that they spent between $1 - 15 CAD on chocolate per month. Some two percent of respondents spent between $51 - 100 CAD monthly.
Kick-off Meeting
During the kick-off meeting with Kasama stakeholders, we gained valuable insights into the challenges the brand was facing. The lack of staff and machinery was identified as a major barrier to scaling in business.
USER JOURNEY
02 DEFINE
AFFINITY MAP
How Might We...
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Scale up Kasama without the cost of opening new store fronts?
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Spread awareness about the Bean to Bar process to a wider audience?
Design Objective
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Learning and celebrating the products and brand story
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Compelling storytelling through taste, visuals and emotions
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Promoting brand through fun and interactive experience
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Budget-friendly
03 IDEATE
User Test
Through trials of user tests, I discovered that users were hesitant to use the machine, primarily due to their perception of vending machines as quick-purchase devices.
To address this, I rebranded the machine, moving away from the term "Vending Machine," which implied rapid transactions. Instead, I prototyped a public booth with an interactive game display, gallery, and purchase station.
05 TEST
Pop-up Booth
Transitioning from the term "Vending Machine," with its connotation of rapid transactions, we experimented with a public booth that integrates an interactive game display, gallery, and purchase station.
Role-playing
Through role play prototyping, participants responded more positively to the booth environment, as it allowed them to take their time to learn about Kasama's story without feeling intimidated by using a new device in a public space.
Challenge
Scaling up poses a significant challenge for Kasama due to budget constraints and limited machinery. However, there's a unique opportunity to position the product as a premium chocolate experience by leveraging the compelling selling story associated with hand crafting. Early roleplays and user testing have provided valuable insights into how the design concept contributes to establishing strong connections with customers. Recognizing the importance of fostering these connections is essential for cultivating a loyal customer base.
Next Steps
Trade Shows
Kasama stakeholders expressed strong interest in utilizing this service at trade shows, particularly large international trade shows, to open new doors for future growth opportunities.
Cost
Research detailed cost estimation and breakdowns to give a clear understanding of the expense and budget for small to medium companies.
Experience
Creation of interactive game of making hand-craft chocolate bars through motion sensor interactions for placing it outside the booth.
MOODBOARD
STORYBOARD
CONCEPT SKETCH
04 PROTOTYPE
Vending Machine
Considering a low-cost, compact and mobile solution for Kasama, we approached the idea of a vending machine that gamifies the process of Bean-to-Bar handcrafted chocolate making.
User Feedback
Through trials of user tests, we discovered users were hesitant to use the machine in public spaces, primarily due to their perception of vending machines as quick-purchase devices.
