The Brief
This round of design sprint demanded an expanded communication design solution focused on New Zealand Natural’s experience and identity as a food and beverage retailer, specifically ice cream and sorbet. One requirement expressed by New Zealand Natural was that they wanted pleasure principle and social responsibility incorporated in the final design proposal.
Firstly, I chose to take on the project by understanding what the pleasure principle is. Furthermore, I chose to solve the experience customer’s face when ordering something off the menu — decision paralysis. Using social marketing and customer nudging as guiding principles, I designed a short game for New Zealand Natural customers to play to let them avoid the choice process, while also giving back to a social cause.
“The instinctual behaviour in searching pleasure, and also avoidance of pain. It aims to fulfil both psychological and biological needs.”
Customers come into the store, can’t decide what flavour to have. Sees the game, decides to go for it. Shuffle up the round cards given out by the staff.
Picked out a card out of the deck, and was happy with the choice! Told the staff what flavour they will be having, in a cone — the only way to have ice cream, really.
Was told by the staff to flip over on the flavour card, and was surprised that they scored 3 points for a food charity group. Asked the staff what it meant, was pleasant to know a good deed was done in their little game. Goes on to find out what the group does and their advocacy.
The end goal for this game was to highlight the New Zealand Natural offerings in a fun way. Customers may end up with a flavour they have never tried before.
The game also works in championing groups within the community. Customers might have increased awareness of these groups, their mission, the challenges they face in their advocacy, and ways that customers can extend help for their efforts.
DESIGNED FOR
New Zealand Natural, mentored by Oliver Vodeb
Brief given in Advanced Communication Design Studio, March 2019 Semester