Pub Brawl App Prototype
PROBLEM
The unprecedented times of the coronavirus pandemic affected businesses all around the world. The design brief assigned to my group and I allows us to focus on creating a design solution to address the impacts COVID-19 had on local pubs around Australia. The solution has to be a design innovation which enables local pubs to adapt to the changing circumstances of society.
My Role
Research, data collection, ideation, iterations, final design solution.
Group Members
Oshiania Gunawan, Raian Best, Matt Chin.
FINDINGS
We used research methods including secondary research, observations, questionnaires, and interviews. We undertook a physical observation by visiting a local pub and for the interviews, we developed a broad concept and visually represented it using a storyboard, using it as a stimulus when interviewing respondents. Afterwards, we found patterns from the data collected to discover areas of opportunities.
As a result, the opportunity statement developed is, ''How can pubs use their physical space to further enhance the value of pubs as a place for group socialisation, and adapt their product offerings to the changing needs of the younger demographic (age 18-25), while providing unique products and experiential offerings".
IDEATION
After carrying out the different methods of research, we discovered that our concepts should be one that caters for group facilitation and interaction. Additionally, since the concept would seemingly be carried out post-pandemic, people would prefer taking part in activities that involve active participation and involvement with family and friends. During the interview, respondents mentioned that consumers would want to visit public places to catch up with friends which they haven’t seen in a while. Therefore, if these groups are supported with products and services, they are more likely to achieve better satisfaction. Promotional activities would also incentivise more people to participate, such as using prizes from the pub to facilitate in undertaking activities.
The ideations we developed was gathered through the Mash-ups and Brainwriting 6-3-5 method, sketches and storyboarding. It was also further refined through a series of iterations after gathering feedback from our tutors and individuals in our target market.
In a pub setting
In a home gathering setting
FINAL DESIGN
Our solution is called the Pub Brawl app and it is a game that distribute to pubs on a subscription basis (e.g. $5 a month) to allow them and their customers to gain access to it. The games allow customers to come into the pub in groups and win a coupon for drinks. The pub owners can decide and set what the winners get and could even change every so often to keep it exciting. The solution also involves the pub business model to be changed to incorporate a bottle shop with local brewers’ beer and ciders. This would help assist local businesses and allow home gatherers to play the game too. If they purchase a drink through delivery or go to the pub to buy drinks to take home, they receive a sticker code on the bottles that can be used by the customers to join the game. If they win, they will be able to use their coupon at any of the participating pubs, which would incentivise them to physically visit the local pub next time.
OUTCOMES
Despite local pubs being impacted by the COVID-19 pandemic, with the Pub Brawl app, they will be able to get back on their feet in no time. The Pub Brawl app focuses on the coming together and socialisation of the young adult demographic. It successfully addresses the opportunity statement developed and not only utilises the physical space of pubs to further enhance its value, but also has the flexibility of being able to be brought home too. This project has allowed me to develop my teamwork skills and creating a design solution with the use of research, data collection methodologies, ideations, and a series of iterations in which led us to the final design of the Pub Brawl app.
