CHEESE DON'T TELL

CHALLENGE

To create a ‘pop-up’ experience (8' X 4') for the retail of cheese. Part of the challenge was to design an experience that communicates a concept for the future of retail, with immersive physical and digital signature moments to engage the audience.  

SOLUTION

Cheese Don’t Tell is a phygital pop-up store experience that focuses on the eternal sensory ritual and pleasure cheese provides. Customers enter a 'cheese confessional' and narrate a personal story about their relationship with cheese. Based on their tastes, they are matched to a cheese package by the brand ambassador or 'cheese priest.' Through cheese confessions, we uncover personal relationships with cheese in order to take visitors on an intimate, witty and supremely cheesy journey. Unlike generic grocery stores and overwhelming cheese shops, our offering provides a sensory and experimental experience that encourages indulging in life's guilty pleasures. 

ROLE

Design Researcher, Storyteller, Fabrication Specialist

pROJECT TYPE

Experience Design, Prototyping (Physical + Digital) 

 

 

 

discover

Customer discovery and development through intercepts, ethnographic interviews, social listening and observation. The insights were used to build customer personas and journey maps that resulted in a clear understanding of the problems with the existing cheese buying experience.

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    Key findings

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DEFINE

A key part of the project was framing the 'people problem statement' or challenge area that we wanted to focus on. While a number of insights were surfaced, synthesizing findings and distilling information to its core was crucial to the success of the project. 

URBAN DWELLERS PERCEIVE THE RETAIL OF CHEESE AS IMPERSONAL. THEY SEEK INTIMATE AND CURATED WAYS TO EXPERIENCE CHEESE.

ideate + DESIGN + DEVELOP 

Divergent thinking techniques such as brainstorming, storyboarding, rapid prototyping and role playing were employed to generate a number of concepts. Journey maps were created in order to explore the experience from the customer's perspective holistically. Shortlisted concepts were further developed as high fidelity models and tested through micro pilots to gauge customer engagement.

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TEST + REFINE 

Micropilots were designed to test our hypotheses around the level of interest in sharing a personal cheese story and willingness to enter and spend a few minutes at a cheese confessional. We ran a twitter campaign that gained immediate traction, with individuals all over the world sharing anecdotes on their relationship with cheese. Subsequently, we staged a mock experience at a public location and attracted several users eager to share their stories, surpassing our desired metrics by far. 

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DELIVER

After several cycles of testing, gathering feedback and refining the concept, the pop-up store was built inclusive of both interactive digital and physical components for the public to engage with.

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