Jollibee
Workshoping innovative concepts for social currency in the food service space
About Company/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.
Role
Senior UX/UI Designer, Four Winds Interactive
2018
Project Objective/Problem
Jollibee came to Four Winds with the goal to adopt a more efficient solution to their menu boards. Their current system is a problem because it takes a very long time to implement a simple menu change across all of their locations. With the Four Winds Content Manager software, it will be much easier for them to do this.
In addition to menu boards, the leaders at Jollibee are also very interested in the potential to leverage our product to expand on their digital marketing-- specifically when it comes to social media. The Jollibee marketing team has access to an incredible amount of data related to their customers feelings towards Jollibee and their competitors. They use this data to create unique and engaging digital marketing campaigns. Jollibee is making waves with its viral campaigns including YouTube shorts and Instagram contents. To help explore the possibilities with how we can showcase and drive these campaigns, we invited them to our office to hold a design strategy session.
The Design Process
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 social
They are interested in loyalty programs, personalization and customer participation
They 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.
The Jollibee Customer Experience
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.