ABOUT THE PROJECT
CHALLENGE
Group work conducted during the Design Research/Design Innovation modules at Brunel University. The purpose was to examine and evaluate the design innovation practices of an organisation. We decided to analyse Byron Burgers setting up the following aim: ‘To evaluate Byron’s design and Innovation strategies to enhance customer awareness’.
MY ROLE
I have contributed to the selection of the organisation to analyse and the overall research planning. Along with other members I have designed and conducted the survey 1:1 to the customers who had left the restaurant. I have supervised the customer journey map, set the aim and objectives, researched anti-branding case studies, conducted competitor analysis and analysed the final data. Final recommendations were designed as a group, sharing the key learnings and discussing about best practices.
ACTIVITIES
We analysed the anti-brand strategy that Byron Hamburgers uses in its practice. We conducted primary and secondary research collecting both qualitative and quantitative data. We designed a survey to customers and observed how they interacted; we interviewed the general manager, did some in-deptH interviews with selected customers and created a customer journey map. We then analysed the datas found with different tools as 5 senses and 4D models, visualisation of quantitative datas, visual maps of touchpoints and a SWOT analysis that led us to our conclusions and recommendation.
RESULT
Group project result A-. ‘Good mixture of resources and great combination of research tools. Useful insights collection through customer research and interviews which led to good analysis’ - Tutor’s comments.
GROUP PROJECT
Donghong Choi, Daniel Hoesen, Luisella Borra, Suin Kim, Nana Chen, Jayoung Koo