Khun Rice Shop .

Innovative Rice Shop for Personalizing Own Rice Recipe

#ServiceDesign

Academic Team Project l King Mongkut’s University of Technology Thonburi, Thailand l Jan – Feb 2014 l Role: Trend and User Research, Service Design

Context

Due to globalization, familiar Thai rice seems to be boring compared to fancy international food choices. Having a less strong belief in folklore about rice than did their ancestors, Thais tend to overlook the values of rice; and this definitely aggravates the crisis in the Thai farming industry.

Outcome

In-class Conceptual design and sample projects for a consulting client in service design workshop, 2015

The Challenge

How to ‘seamlessly’ bring customers over ignorance and naturally become appreciated in Thai rice?

Understand

Thais and their rice

Trend Decoding / User Interview / Liturature Review

..A variety of rice types. and their benefits together with ..the local wisdom to mix rice. for a specific purpose fit just right with target users’ concerns about health and their motivations to personalize their own unique rice recipe.
Moreover, in the users’ ..purchasing state. , the moment of choosing and mixing rice was found to allow them to pay more attention, learn about, and become appreciated in rice naturally.

Mix and match to raise awareness

Design Statement

Therefore, the project aims to let the users ..“mix and match their own rice recipes”. .during their buying process to raise their awareness in rice value.

From an analysis of the current user journey, the solution should provide an online touchpoint, give recommendations on what might fit the users, allow private space when they are choosing, cherish hands-on participation during the process, and support trial and error of adjusting recipe.

Design

Let's mix the rice

Ideation and Scenario Sketches

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Outcome

Khun - an offline and online rice shop with the slogan “Every choice is yours’’

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A group at a service design workshop in 2015, I helped facilitating, was inspired by the project and took the idea further into an experience prototyping.

A group at a service design workshop in 2015, I helped facilitating, was inspired by the project and took the idea further into an experience prototyping.

Working prototype by the group in the workshop.

Working prototype by the group in the workshop.

 
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