Crafting a unique brand experience for a cocktail bar in The Hague
Tasks: Market & user research, Concept creation, Concept validation/experimentation, Prototyping, User testing, Consulting
Client: Shandong Cocktails ⎮ Time: 17 weeks
Note: This is my university thesis project, not a "real" client
Project
Overview
Shandong Cocktails is a Chinese-inspired restaurant/bar in the centre of The Hague.
In a process of continuous iteration, I tested multiple concepts/prototypes with the desired target group to deliver an end product that would solve the client’s challenge to attract more customers in the city’s saturated bar market.
Outcome: An event series called Cocktails & Creations was created to attract more young bar-goers to the bar.
Unfortunately, the business closed down shortly after my project. Even though the event received positive feedback from the testers, it was not possible to further monitor the effectiveness of the end product.
Project
Process
Quick
Links
Discover
In A Sea Of Bars, How Can We Float?
During the initial research phase of the project,
I conducted a thorough internal and external analysis to better understand the company, the environment of the problem, and the (potential) target audience for Shandong.
This chapter outlines several of my research methods. TL;DR?
(1) VRIO Analysis:
If You Want To Grow, You Got To Take A Look Inside
To assess Shandong Cocktails' internal strengths, I used the VRIO framework, focusing on value, rarity, inimitability, and organization.
This analysis, based on stakeholder and customer interviews, helped identify key resources that could drive sustainable competitive advantage.
Insights
Shandong has a sustainable competitive advantage using its unique Northern Chinese influence and leveraging their facilities and network.
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VRIO framework (click to expand)
(2) Competitor Analysis:
Shine Bright With A Strong & Consistent Brand Experience
Through observational and online research, three direct competitors of Shandong Cocktails were analyzed to identify strengths, weaknesses, and opportunities.
This analysis focused on four key elements: operational practices, offerings, customer reviews, and atmosphere (observational).
Competitor Profiles
Insights
Compared to its competitors, Shandong Cocktails struggles with brand consistency, lacks a strong social media presence, and focuses more on the product than the overall experience. Additionally, Shandong has no additional revenue streams like workshops or events, which competitors leverage to enhance their appeal and profitability.
(3) Market Survey:
Why Do People Visit Cocktail Bars Anyways?
To uncover potential target groups, I conducted a market survey inquiring about cocktail bar visitors' needs, expectations, and drivers of choice.
The survey was spread over three bars (Shandong & two main competitors) and was active for two weeks. It received 54 responses in total.
It was then analyzed in three parts (1) overall, looking at all participants; (2) by age groups; (3) by bars. This was done to see if needs expectations vary by age and if there are certain target groups in the different bars - especially at Shandong.
Overall Insights
How often do you visit cocktail bars?
For which occasion do you visit them?
(multiple votes possible)
What are the most important factors when choosing a cocktail bar? (up to 4 votes possible)
What kind of vibe/atmosphere are you looking for in a cocktail bar?
Insights by Age Groups
(also represented in the below-shown personas)
The age group 20-25 years goes to cocktail bars monthly and prefers a casual atmosphere.
The age group 26 -35 years visits less frequently (a couple of times per year). The group shows no preference for a more relaxed or vibrant atmosphere.
Overall Research Insights
01 - Shandong Cocktails faces strong competition from other bars and entertainment options, making differentiation essential.
02 - Consumers expect more than just drinks. Enhancing the overall guest experience is key.
03 - Shandong’s unique Northern Chinese inspired menu isn’t fully leveraged as a competitive advantage in the market.
04 - The lack of clear business & brand strategy is causing internal uncertainty, which may be limiting the bar's ability to fully leverage its strengths and opportunities.
All insights from the observational research & the market survey were translated into personas of the main target groups.
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Design Question: How can Shandong stand out among the competition to increase visitors?
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Frame & Define
Crafting The Perfect Cocktail Of Ideas
Using insights from the Discover phase, I developed frames that highlight key strengths or address weaknesses of Shandong Cocktails.
Below is a summary of each frame, outlining the main problem, research methods, and solution ideas.
While all frames had promise, I chose to move forward with frames 3 and 4, as they focus on creating memorable experiences—key to building emotional connections and driving customer visits and word-of-mouth.
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Only Two Will Advance To The Next Stage
Even though all frames have potential, the choice was made to continue with frames 3 & 4 since experiences are essential in creating an emotional bond with customers and significantly affect visit & WOM intention.
Develop
Step By Step, Method by Method
In this stage, the broad ideas of the two frames shown above were further explored and refined by utilizing several creative techniques and collecting user and expert feedback.
To maintain clarity and avoid overwhelm, I have chosen to present only one of the two frames. Here, you can see the iterative process of developing Frame 3 from a rough concept to a concrete idea.
(1) Brainstorm Session:
Tell Me, What Do You Want?
I facilitated a brainstorming session to generate ideas for potential events/themed nights at Shandong together with the target groups.
Through a dot voting process, we narrowed down the options to eight ideas! (see below in the How-Now-Wow-Matrix)
Crazy 8 brainstorming sheet of one participant (click to expand)
(2) How-Now-Wow Matrix:
It All Sounds Good, Now What?
During a collaborative session with Shandong's manager, we employed a structured approach, the "How-Now-Wow" matrix, to prioritize ideas based on their originality and potential ease of implementation.
This method enabled us to systematically evaluate and categorize the ideas, allowing for a more comprehensive and efficient decision-making process.
Ultimately, we chose to go further with four ideas: Han-Fu Party; Art Class; Game Night; Brunch
(click to expand)
(3) Expert Interview
Combining Heritage With Cocktails
Lo-fi prototypes (data sheets) for the four ideas were presented to an event expert to collect feedback on their viability and feasibility.
This process enabled me to refine and validate the concepts before making further decisions.
As a result, I decided to proceed with the art workshop idea, because of its overall feasibility and incorporation of Shandong's unique concept.
Data sheet for chosen idea (click to expand)
And We Have Our Final Concept
Both concepts were compared to each other through all prior established design criteria. Eventually, the art workshop concept was chosen to be developed further and formed into a viable end product that could be handed over to the client.
The choice was made since as a differentiating factor this concept shows a higher possibility of generating short-term profit (one of the client's business goals). Additionally, selling tickets and upselling cocktails during the event can contribute to a return on investment for this idea.
Deliver
And Then There
Was One...
The following section outlines the iterative design process of refining the art workshop concept named: Creations & Cocktails.
(1) A/B Testing:
People Prefer It Casual
In an A/B test, two versions of promotional material (Instagram stories) for 'Creations & Cocktails' were shown to 7 members of the target audience. They were then asked to fill out a quick questionnaire (the test was remote).
This method was used to identify the audience's expectations and preferences related to the event and the communication surrounding it.
Questionnaire
After each version, participants were asked to state their opinion.
To conclude, they were asked to make a choice between the two versions and explain their decision.
Outcome
🎨 5/7 users preferred the first versions as it was perceived as more "informal"
User quotes:
"For me, the first one is more friendly in a way, feels more chill and for all levels"
"Not as much of a lesson on art, but more of a good time. I like that."
(2) Trial Event:
Nothing Beats The Real Thing
During the trial event, I was able to test assumptions regarding the desirability and feasibility of the concept, such as that the target audience would be excited to discover Chinese art forms, learn a new skill, and be motivated by and enjoy interacting with other participants.
To gather real impressions, opinions, and emotional motivators of the target groups, I conducted a post-event feedback survey to acquire user feedback.
Seven people signed up for the event. (goal: 10 - 15 people)
Topic of the event: Chinese calligraphy
Here are some responses from the questionnaire:
Does the event make you want to (re)visit the bar/restaurant on a regular night?
Why did you decide to attend this event?
(What were your expectations?)
What was your favorite experience/moment of the event?
What could be improved?
Step By Step To The 'Perfect' Event
Through the insights of the A/B test and the trial event, I was able to create a customer journey map outlining the experiences and feelings of users throughout each step and interaction. This allowed me to identify opportunities and improvements for the event.
All insights were considered in the final advice to the client (see 'End Product' below.
For better resolution of the below image, please refer to the Mural file.
End Product
Art Workshop:
Creations & Cocktails
To ensure a smooth possible implementation of the developed idea, the client was advised on the
(1) essentials, (2) marketing, and
(3) execution.
The event manual serves as a formula for the ‘Creations & Cocktails’ event and includes elements like brand assets, the structure of the event, and a messaging approach (see example pages on the right).
Reflections
With "Testing Business Ideas" by David Bland as my bible, I made it my mission to explore a variety of different methodologies within this project.From hosting brainstorming sessions with the target audience to employing two mystery shoppers to evaluate the business in a real-life scenario, I learned that there is always a way to engage users in creative ideation and validation processes. The project taught me the importance of choosing the "right" methodology based on resources and research goals. Now, armed with a diverse toolkit and a feel for choosing methodologies, I'm ready to tackle future projects with confidence and precision.
Think We Might Be A Good Fit?
I am open to part-time or full-time opportunities in
● Brand Strategy ● CX Strategy ● Market/User Research
● Product Mgmt ● Product Marketing, and more...
I would love to hear from you about your ideas or projects!
Don't like filling out forms? Mail me then:
Laura.Hopfenmueller22@gmail.com