RamenX
Design Thinking | UX Research | Strategy
Introduction
Overview: This project was completed in an introduction to design thinking course at UT Austin. For this specific project, we worked in a small group to improve the instant ramen experience.
Purpose: The goal of the project was to explore design thinking methods and understand how we can use design research to create insights that inform our designs.
Task: Instant ramen is a college staple but has many areas of improvement; redesign a better experience for people.
Role & Duration: UX Researcher and Strategist (Spring 2023)
Initial Hunches + Assumptions
At the start of the project, our professor had us do an initial activation activity where the class wrote down our initial hunches and assumptions regarding instant ramen. These sticky notes are a compilation of the classes pre-conceived notions about instant ramen. The intent of this activity was to externalize our thoughts about instant ramen, and we found that many of these ideas were negative. This helped us gain inspiration for our secondary research topics.
Secondary Research
We began our secondary research with an exploratory research activity. During this time, we found articles and websites from subtopics relating to ramen. Ranging from upgrading ramen as a college student to cellular agriculture and clean meat in the ramen industry, our research helped us hone in on a few main areas we wanted to focus on.
Our two most relevant topics that we discovered during our research ended up being about upgrading instant ramen and brick and mortar 2.0. The appeal for upgrading instant ramen comes from the idea of adding nutritional value and elevating an already affordable and convenient meal. The research on brick and mortar 2.0 showed that traditional brick and mortar stores and restaurants are incorporating automation and AI concepts. We used this and the data we gathered from our primary research when creating our final solution.
Corn Patch
Our corn patch for this project was inspired by food vending machines. This idea came from some of our secondary research as we saw companies like Subway had already started to implement this into their business model. In addition, we found that food vending machines were very popular in other countries, especially in Japan. Because of the Japanese origins of ramen, we felt that this could be an avenue worth exploring. In the end, it played a large role in our final product, but we improved this concept through further research and testing.
Empathy Interviews
During our primary research, we spoke with various college students to understand their perceptions of instant ramen. These interviews revealed many key themes and insights which helped to inform the next steps in our research process. We documented the feedback from our interviews and synthesized overarching ideas.
From our interviews, we found three main pain points to focus on:
Lack of variety: Users expressed frustration with the limited options available in most instant ramen offerings
Need for customizability: Users wanted the ability to build their ramen for their specific tastes and dietary needs
Importance of convenience: Users emphasized the need for a quick way to get their ramen without sacrificing quality
Primary Research
Participatory Design
The participatory design research method allowed us to understand how users conceptualized our idea. I sat down with a friend and explained our vision for the product, asking her to draw what she imagined based on my description. Our initial idea focused on creating a customizable and convenient experience, and my friend sketched a ramen vending machine that perfectly aligned with our vision. Although our idea eventually evolved, this research was valuable in confirming that our concept resonated with users' desires.
Synthesis
Our team analyzed the primary and secondary research we gathered and focused in on our pain points as well as something we found during our group synthesis session: the gap between restaurants and instant ramen
How Might We…
POV Statements*
*Our solution targeted multiple demographics, as a result, we created POV statements for more than one target audienceOur Solution: RamenX
RamenGo is a ramen vending machine that provides healthy and high-quality ramen with fresh ingredients. This is the most affordable option and can make a bowl of ramen in about 90 seconds. Users can use a touch screen to select their ingredients and customize their bowl however they liked. RamenGo can be easily placed in office buildings, shopping malls, and other high-traffic locations, such as university campuses and airports.
RamenGo
RamenPod is a micro ramen shop that can be easily placed in high-traffic areas and is similar to a food stall. RamenPod will utilize micro leases and automated technology to have zero employees and provide high-quality ramen at a fraction of the cost of traditional ramen restaurants. RamenPod will serve beer, wine, and sake and customers can order and pay for their ramen through a mobile app. This model allows for ramen to be ready in minutes while providing the option to eat at the bar or take it home.
RamenPod
RamenWorks is a build-your-own-bowl style ramen experience where customers can see all the ingredients and choices they have while still having a quick, fast-casual experience. Customers can customize their bowl of ramen and see it being prepared in front of them. RamenWorks will focus on high-quality ingredients and fast service, making it a great option for busy professionals and on-the-go consumers, who want a indoor place to eat their meals. This model will also serve bottled drinks like RamenPod as well as craft cocktails.
RamenWorks
Could This Plan Actually Work?
While this project was hypothetical, we did a lot of research in order to create an idea that had potential to be sustainable and scalable. Here is some relevant information we found:
The global ramen market is projected to reach $42.8 billion by 2026
In the U.S. alone, ramen sales have increased by 15% in the past five years, and the market is expected to continue growing at a compound annual growth rate of 6.3% through 2025
The COVID-19 pandemic has accelerated the trend towards delivery and takeout, with online food delivery expected to grow by 11.5% annually through 2024
This presents a huge opportunity for the RamenGo vending machine concept, which provides a fast and convenient option for customers on the go
According to Open for Business, the average cost to open a traditional ramen restaurant is between $100,000 and $500,000, depending on the location and size of the restaurant
In addition to the high startup costs, traditional ramen restaurants also require significant ongoing expenses for rent, utilities, staffing, etc., making RamenX a more streamlined option
