1. Pd project- Ikea tampines restaurant
Chung Li Min
108039

2. Ikea Restaurants & Café
Problem statement
Shop for products
Ikea Restaurants & Café
Shop for products
Entrance
Exit
Ikea’s a household furniture company. There are people whose main objective is to go to their restaurant to eat.
What can you do to enhance their dining experience or create a new dining experience for them?
Can we relocate the Ikea restaurant / implement a new outlet for Ikea restaurant?

3. Research

4. Ikea business
At IKEA, their vision is to create a better everyday life for the many people.
Their business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
As for their restaurant purpose is to allow the customers to have a break and have their meal before continuing with their shopping.

5. Ikea floor plan
Intention: is to keep customers in store longer, as long as they could.
It makes the customers feels compelled to pick up a few extra impulse purchases.

6. i i i i i i i i i i i Living room i Kitchen Bedroom i i i i
Living room storage i i
shortcut
Smaland playroom
Dining i i
Escalator
& lift
(Entrance) i i i
Wardrobes & storage
Toilets/ phones i
shortcut
Staircase & lift
To Level 3 i
shortcut i
Market hall
workspace
Children’s ikea i
Ikea restaurant & Café i

7. Effective restaurant design
Designs that encourage eye contact: Lots of diagonal seating or a bar in a U shape might be well received in restaurants that target a young, single market.
Breaking up the dining space with partitions or other visual barriers makes the restaurant appear pleasantly busy even during slower periods, and allows guests to feel connected to but not necessarily part of a larger group.
If given a choice of where to sit in a restaurant, a majority of people prefer sitting at a table next to some kind of permanent architectural feature:
A window, a wall, or even a low partition. This “anchoring” behaviour is most likely related to psychological needs.
We need personal space around us to feel comfortable.

8. Effective restaurant design (cont’d)
Seats near to windows is most desirable for romantic dinners or intimate meals with friends.
If eating alone, they will have strong preference for anchored table in low-status part of the dining place.
Rare individuals will prefer no anchoring features tables in the middle of the place.
Diners will select an empty anchored table first but if no anchored table is available then they will choose an unanchored one that positions the diner well away from strangers.

9. Observations

10. Observations of current site
Furniture:
Not all the restaurant furniture brings familiarity of Ikea showroom.
Using Ikea’s products as the furniture for the restaurant.
Place Ikea’s products and promote them in the restaurant along the path or where the patrons seats.
Food:
The menu board does not show the description and prices clearly.
Enhance the menu board of Ikea restaurant’s popular food. (Eg: enlarge the image at the same time can see the prices and proportion better.)

11. Ambience:
Currently, the lights do not directly have spot-lights on specific tables.
Using warm lightings and give the customers a cozy feel so that they will enjoy their food and will visit Ikea Tampines restaurant the next time.
Architecture:
Currently the wall remains white.
Giving the customers a plain wall without textures what will they feel in that place. What makes them satisfied and appealed to eyes?
Paint the walls with different patterns
Location:
Is the location easily accessed by the customers? Where is the satisfied location for them?

12. Drafting the survey

13. Questions asked? How is the current Ikea dining experience like?
Do they include Ikea specialties in the restaurant?
Where can the restaurant be located instead of being inside Ikea?
What is the concept of the restaurant?
What is Ikea objective for the restaurant?

14. Understanding Ikea Tampines Restaurant
Understand the users needs and wants before continuing to design.
Crafting survey to get feedbacks from the users then further enhance the dining experience.

15. Draft Survey Questions
Name, age, profession.
Do you live near Ikea Tampines? Yes/ No
How frequent do you visit Ikea Tampines’s restaurant? Daily/weekly/ monthly/ occasionally. Please elaborate.
If you were to rate the restaurant (0-worst, 5-excellent):
Atmosphere__
Food__
Architecture__
Ambience__
Overall dining experience__
What improvements can be done to enhance the dining experience?
If it were to be relocate or franchised out, where would you want it to be?
What should be remains or replaces with new elements?____ Why?_____
(eg: atmosphere, ambience, architecture, food and etc.)

16. Improvised Survey Questions (Page 1)
Understanding Ikea Tampines Restaurant Introduction: Hi, I am student from Design for interactivity. I am doing this survey for my project. It is regarding user-research for Ikea Tampines restaurant. Please kindly give me your valuable feedbacks for Ikea Tampines restaurant. It will roughly take about 6 minutes of your time. Thank you.

17. Improvised Survey Questions (Page 2)
About yourself
Name: Address:
Age Range:
under 18
18-24
25-34
35-54
55+
Do you belong in any of the following profession?
Design
Food & Beverage
Business
None of the above

18. Improvised Survey Questions (Page 3)
2. How frequent do you visit Ikea Tampines Restaurant?
Daily
Weekly
Once in a month
Once in 3 months
Others (please specify):

19. Improvised Survey Questions (Cont’d Page 3)
3. How would you rate the Ikea Tampines restaurant? (Provide a tick for each row)
Very Satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied
Atmosphere
Ambience
Food
Architecture
Location
Overall Dining Experience

20. Improvised Survey Questions (page 4)
4) In your opinion, which of the following could provide you a satisfying dining experience? (Tick all that applies)
ATMOSPHERE- In your opinion, which will be the suitable and satisfied atmosphere?
Placement of the furniture
Layout of the restaurant
Environment
Sound (music played etc.)
Others (please specify):
AMBIENCE- In your opinion, which will be the suitable and satisfied ambience?
Soft lighting (dim light , warm light)
Bright lighting (white light)
Signage (menu board etc.)
Seating (different seating plans)

21. Improvised Survey Questions (cont’d page 4)
FOOD- In your opinion, which will be the suitable and satisfied food?
Swedish Meatballs
Chicken Wings
Najad Salmon
Fish & Chips meal
Others (please specify):
ARCHITECTURE- In your opinion, which will be the suitable and satisfied architecture?
Furniture (tables, chairs etc.)
Wall structures (shapes, colours etc.)
Flooring (tiles, textures etc.)

22. Improvised Survey Questions (cont’d page 4)
LOCATION- In your opinion, where is a suitable and satisfied location for the restaurant?
Inside Ikea at the right side of the Entrance
Outside of Ikea at the left side of the Exit
Outside of Ikea nearby shop houses, shopping malls.
Others (please specify):

23. Improvised Survey Questions (Cont’d page 4)
5) Any suggestions you would recommend for improvements to enhance your dining experience:
6) If the FOOD prices were to be changed due to the NEW DINING EXPERIENCE. Will you still be willing to pay for the food?
Yes No
Depends, please elaborate:
Thank you for your valuable time and have a nice day!
Comments/ remarks
Atmosphere
Ambience
Food
Architecture

24. Improvised Survey Questions (online)

25. Improvised Survey Questions (online)

26. Improvised Survey Questions (online)

27. Improvised Survey Questions (online)

28. Improvised Survey Questions (online)

29. Improvised Survey Questions (online)

30. Improvised Survey Questions (online)

31. Improvised Survey Questions (online)

32. Survey results

33. Survey details
Total survey size collected: 46

34. Rating of Ikea Restaurant

35. Atmosphere Highest ratings: 36.4% Environment 28.6% Sound
Most common comments:
Privacy
Cozy
More space
Add music/entertainment

36. Ambience Highest ratings: 43.8% Soft lighting(dim light, warm light)
35% Seating (different seating plans)
Most common comments:
To play some background music.
“Spot-lights” (with soft lightings) at each table.
Provide “homely” feel and “peaceful” ambience
Different arrangement of seating plans/themes

37. Food Highest ratings: 29.5% Swedish Meatballs 28.4% Chicken Wings
Most common comments:
More varieties and better quality of food

38. Architecture Highest ratings: 47.4% Furniture (tables, chairs etc.)
Most common comments:
Have different design of furniture from Ikea to fit different seating plans
Theme dining
Comfortable
Use of furniture/themes to create homely environment.

39. Location Highest ratings:
67.4% Inside Ikea at the right side of Entrance
Most common comments:
None.

40. New dining experience vs money
Whether the users will be willing to pay for a new dining experience:
47.8% Yes
6.5% No
45.7% Depends and elaborated
Most common comments:
“If the environment becomes better and the food is worth the price, I do not mind paying.”
“Depends on how much they increased the price to.”

41. Proposed Design

42. Design Considerations
Increase the “privacy” level.
Pipe in music
More spaces
Change the type of lamps used.
Change of setting.
Enable restaurant patrons to feel homely and comfortable.
Change the overall surrounding with different arrangements of seats and furniture used.
Use of Ikea furniture

43. Design Category Highest ratings Most common comments Design Atmosphere
Environment (Overall setting/surrounding)
Sound
Privacy
Cozy
More spaces
Music/ Entertainment
Included dividers/partitions
Lessen the amount of seats
Pipe in music
Ambience
Soft lightings
Seating plans
Spot-lights on each table using soft lightings
Have different arrangements of seating plans/themes
Provide homely feel and peaceful ambience
Ceiling hanging lamps with warm lighting
Floor lamp s with warm lighting
Create personal space with different seating arrangement
Use of Japanese tatami mat style
Architecture
Furniture
Different furniture designs to fit different seating plans
Comfortable
Use of furniture to create homely environment
Uses different furniture from Ikea
Uses furniture and seating arrangements to provide comfortable and homely environment

44. Current seating plans

45. Improvised seating plans

46. Changes made - Atmosphere
Improvised design with new setting and pipe in music.

47. New setting 2 1 4 3 5 7 6

48. 1

49. 2

50. 3

51. 4

52. 5

53. 6

54. 6

55. 7

56. Pipe-in Music 2 1 3 4 5 6

57. Partitions/Dividers added to provide privacy.
Pipe in music 1

58. 2
Pipe in music

59. 3
Pipe in music

60. 4
Pipe in music

61. 5
Pipe in music

62. 6
Pipe in music

63. 6
Pipe in music

64. Changes made – Ambience
Improvised design with soft lighting and using different seating plans.

65. Soft-lighting and Seating plans5 1 2 3 4

66. 1
Create personal space with alternate seating arrangement

67. 1 Partitions/Dividers added to provide privacy.
Change to vertical arrangement to provide more space.

68. 1

69. 2

70. 2

71. 3

72. 3

73. 4

74. 4

75. 4

76. 5

77. Changes made – Architecture
Improvised design uses Ikea furniture in different seating plans.

78. Use of Ikea Furniture 5 1 2 3 6 4

79. 1 AMMERÖ AMMERÖ Bar table, dark brown, beige
Bar stool, dark brown, beige

80. 1
MELLTORP
Dining table, white
IKEA Nils
Padded dinning chair

81. 1
IKEA can customize this kind of tables and chairs for their restaurant.

82. 2 MELLTORP IKEA Nils Dining table, white Padded dinning chair
Ikea Foto Pendant Light
Dark grey
MELLTORP
Dining table, white
IKEA Nils
Padded dinning chair

83. 2
MELLTORP
Dining table, white
IKEA Nils
Padded dinning chair

84. 3
IKEA can customize this kind of tables and chairs for their restaurant.
MELLTORP
Dining table, white
IKEA Nils
Padded dinning chair

85. 3 VITTSJÖ Ikea beanbag sofa, white
Coffee table, black-brown, glass
Ikea beanbag sofa, white
IKEA can customize this kind of tables and chairs for their restaurant.

86. 3 ALÄNG Wall lamp, nickel-plated, white VITTSJÖ
Coffee table, black-brown, glass
Ikea beanbag sofa, white

87. 3
Ikea Malm occasional table
white
MARTIN
Chair, silver-colour, black

88. 4
IKEA can customize this kind of tables and chairs for their restaurant.

89. 4 KLUBBO Coffee table, black-brown HAMPEN OKATI Rug, high pile, black
Rug, high pile, white

90. 4 KLUBBO Coffee table, black-brown HAMPEN OKATI Rug, high pile, black
Rug, high pile, white

91. 5 AMMERÖ AMMERÖ Bar table, dark brown, beige
Bar stool, dark brown, beige

92. Types of furniture IKEA Nils is a padded dinning chair
Ikea Orgel Floor Lamp
Ikea Foto Pendant Light - Dark Grey

93. ALÄNG
Wall lamp, nickel-plated, white
Ikea beanbag sofa, white
AMMERÖ
Bar stool, dark brown, beige

94. VITTSJÖ
Coffee table, black-brown, glass
MELLTORP
Dining table, white

95. AMMERÖ
Bar table, dark brown, beige
BJURSTA
Dining table, brown

96. For Tatami style OKATI Rug, high pile, white HAMPEN
Rug, high pile, black
KLUBBO
Coffee table, black-brown

97. Food menu

98. Food menu

99. Touch point

100. Touch Points
Expectations
Defects
Walk-in
Privacy
Comfortable seating
Do not have privacy
Atmosphere
Cozy
Spacious
Music/entertainment
Do not have clear music
Do not have enough personal space.
Ordering service
Clarity of food menu
Service of staff
Some of the food menu description and picture overlaps.
Food & Drink
Delicious food
Display of food
Reasonable
Leave the restaurant
Different route to leave
Not packed with human traffic

101. THE END