Jollibee
Client
Jollibee is a fast food giant in the Philippines. They have been described as “The Soul Food of Asia” and compete with the likes of KFC and McDonalds. They are expanding their business across the world and their next restaurant opening will be in Manhattan.
Observational/Secondary Research
Prior to connecting with Jollibee’s Chief Digital Officer and Head of Social Media, I did some research and found that Jollibee has a powerful presence across multiple platforms. Their customers are engaged and regularly participate in their Instagram and Twitter contests.
Stakeholder Interview
To prepare for our onsite visit, I held a series of interviews with key stakeholders to better understand what their strategies are and how they want to connect with their customers. My main takeaways were that It is a priority for them to continue to connect with younger generations via socialThey are interested in loyalty programs, personalization and customer participationThey are focused on “social listening”. Some of the questions they are asking themselves are “How might we create a creative, interesting environment where we can solicit feedback from our customers?” and “How might we implement changes based on their feedback?”
Design Studio
Jollibee came onsite to the Four Winds office to give us a deeper look at their initiatives, participate in a design studio and then receive our best ideas of what could be possible for them.
What is a design studio?
A design studio is a structured sketching session that is kicked off with a creative brief created based on research.
Why do a design studio?
A design studio is a great way to harness many ideas. We get them on paper and have a room full of smart people to help build off of them. Participants included marketers, designers, developers and sales folks. Each sketch encapsulated different ideas and unique ways of thinking.
The Deliverable
After gathering everyone’s sketches and notes, I [independently] distilled them down and created my own sketches. I highlighted what I thought could be the most interesting experiences in this type of customer journey. Below is the result. The next day, I presented these to the group and sent them away with a vision for their future product and relationship with Four Winds Interactive.
Next steps
Moving forward, I handed off all of the information and strategy to another designer who specializes in menus to roll out the menu board designs.