Tag: education

The second week of the Design Strategies and Motivation course delved deeper into understanding a brand’s users and marketplace. We read chapters three and four from George Felton’s Advertising: Concept and Copy and continued the Strategic Development project for the fictional Boxpark Sushi in East Side Milwaukee.

Sushi Barriers

The students participating in the Week 2 Live Session shared what we learned about sushi through personal observations and research in week one. We identified several potential barriers to people who haven’t tried sushi.

1. The Japanese language and writing can be intimidating.
2. Eating with chopsticks can be difficult.
3. Ginger and wasabi can be too spicy to the unfamiliar.
4. Ingredients like raw fish, octopus, sea urchin, and roe are unusual to many people.

Removing or mitigating these barriers could make people less hesitant to try sushi. Here are a few ways to make sushi more “comfortable” to Americans.

1. English names and descriptions of each type of sushi and its ingredients.
2. Let people know that it’s acceptable to eat sushi with a fork or your hands.
3. Spiciness “levels” or ratings for sushi and sides.
4. Western sushi innovations like the waffle breakfast sushi, bacon and egg sushi, and peanut butter and jelly sushi (Tom, n.d.) that appeal to American kids and adults who don’t like seafood.

The Sushi Sensei

We also talked about how most people are introduced to sushi by a friend or family member who is already an aficionado. This kind of “sushi sensei” makes the first time less intimidating by explaining various processes and ingredients to the newcomer. Eating sushi can be a “rite of passage” that tests people’s taste buds. There is procedure and a lot to learn, as demonstrated by the infographic below from designer Peter Arkle that illustrates basic sushi etiquette for beginners.

Literal vs Abstract Thinking

Finally, Professor Argo reminded us how literal thinking and imagery lead to unoriginal, ineffective designs. Instead, we are encouraged to think in abstracts, to think of the basic needs that the product or brand is addressing or the problem it is solving. We should “try to find metaphors that capture the psychological essence of a problem more than simply its external reality” (Felton, 2013).

A sushi brand represented by a roll and chopsticks will not be distinctive. Therefore, our strategic development research is meant to funnel down the information we’ve gathered into a singular message that directly addresses the client’s needs. Finding that “zag” is essential before creating any brand visuals.

References:

Felton, G. (2013). Advertising: Concept and Copy (Third). New York: W.W. Norton.

Tom, H. (n.d.) 21 Unique Recipes for Sushi Without Raw Fish. Retrieved from: https://spoonuniversity.com/recipe/21-unique-recipes-for-sushi-without-raw-fish

The second step of the Strategic Development project is to research the brand’s competition. Burstein (2012) refers to three types of competitors in the business world:

1. Direct competitors: brands with similar products that are likely to be used if your client’s product did not exist.
2. Indirect competitors: brand with similar products but a strong differentiation from your client or in another market segment.
3. Replacement competitors: brands with very different products that are competing for the same customer’s time and money.

For this project we are focusing on direct and indirect competitors while being aware of all aspects of the client’s marketplace.

A primary reason for researching a brand’s competition is to find ways to differentiate from competitors and better serve customers.

Comparison Criteria

Traditional Sushi: Sushi is freshly prepared by trained sushi chefs in an area where diners can order directly and interact with their chef. A variety of maki, sashimi, and other traditional sushi are made with locally sourced, sustainable ingredients.

Modern Sushi: Western sushi innovations, especially those without raw fish, can introduce new customers leery of traditional sushi as well as introducing new culinary trends. Tom (n.d.) describes many interesting rolled food options, including waffle breakfast sushi, bacon and egg sushi, and peanut butter and jelly sushi that appeal to American kids and adults who don’t like seafood.

Ordering Options: In addition to the dine-in sushi bar experience, diners should have the option to pick up premade to-go boxes, order take-out, and place orders by phone, text, online, or with an app.

Affordable Prices: Quality chefs and ingredients require more money, but these costs could be offset by the lower overhead of operating from a Boxpark container. Prices should reflect the quality of the sushi while remaining competitive with nearby restaurants.

Direct Competitors

Three popular sushi restaurants were located in East Side Milwaukee using Google Maps.

Maru Sushi: Located on North Prospect Avenue, Maru Sushi features an all-you-can eat lunch special and a simple menu with classic and signature maki rolls. Online reviews are mostly positive, but a few mention slow service and too much rice in the rolls.

Fushinami: A Japanese buffet and sushi bar on North Farwell Avenue, just around the corner from Maru Sushi. Many online reviewers enjoyed the all-you-can eat buffet, especially the seafood. Sushi is included with the buffet, and all sushi is made fresh to order by the sushi bar chefs. The restaurant also includes a full bar and “party tray” platters of sushi available for take-out.

Kawa Ramen and Sushi: A small and modern style restaurant that serves a variety of sushi, noodle dishes, and Japanese appetizers and beverages. Their sushi prices are higher than other nearby restaurants, and their website notes that they only serve 120 bowls of ramen each day. Online reviews range from average to “the best sushi and ramen I have ever had in my life,” (Dix, 2019).

Indirect Competitors

Asian Fusion: A modern restaurant serving traditional and modern takes on Chinese dishes from a variety of provinces. Known as a home-away-from-home for Chinese-born college students (OnMilwaukee, 2019).

FreshFin Poké: A bright, modern counter-serve restaurant featuring signature and build-your-own poké bowl. Poké is a Hawaiin dish of raw, marinated fish tossed with rice and vegetables that has been described as “the next generation of sushi” (Pfeffer, 2017).

Huan Xi Chinese Restaurant: A small restaurant with a bar and Hot Pot stations at each table, so diners can prepare their own hot pot dishes. Online reviews suggest that many local students order take-out here, but the service is slow.

Features used as criteria to determine that the business is a competitor:

• Asian Cuisine
• Location in East Side Milwaukee
• Popular with College Students
• Dine-in and Take-out options

References:

Burstein, D. (September 28, 2012). Market Competition 101: The 3 Types Of Competitors To Keep An Eye On. Retrieved from: https://rpablog.marketingsherpa.com

Dix, Z. (2019). Review of Kawa Ramen and Sushi. Retrieved from: https://goo.gl/maps/3S4zL8hsNvgTrPeU6

OnMilwaukee. (October 25, 2019). East Side dining guide. Retrieved from: https://onmilwaukee.com/dining/articles/east-side-dining-guide.html

Pfeffer, S. E. (June 5, 2017). What Is a Poke Bowl, Anyway? A Chef Breaks Down the Food Trend. Retrieved from: https://people.com/food/poke-bowl-food-trend-recipe/

Tom, H. (n.d.) 21 Unique Recipes for Sushi Without Raw Fish. Retrieved from: https://spoonuniversity.com/recipe/21-unique-recipes-for-sushi-without-raw-fish

The first assignment for the Design Strategies and Motivation course is a Strategic Development project for a fictional client: a Boxpark sushi shop in East Side Milwaukee. To understand a brand, we must first learn everything about the product, its competitors, and its users.

Step 1. Firsthand Use

I’ve enjoyed sushi since my late teens, but it was an acquired taste. I first tried it out of curiosity and my love for Japanese culture. Like many people, I was dubious of eating raw fish but found the combinations of flavors to be irresistible. In college and beyond, sushi was a rare treat only enjoyed once every two or three years with select friends. More recently, I’ve tried pre-prepared “supermarket sushi” but found it far lacking in flavor compared to freshly prepared sushi from a Japanese restaurant.

Restaurant Sushi

Chico, California has ten restaurants that serve sushi. They range from the award-winning Japanese Blossoms to fast food Sushi Burrito King. On a recent visit to Sushi Burrito King, I observed no customers eating inside the restaurant. Instead, most customers opted to use the drive-through or take-out their order, suggesting that it was popular for people looking for a quick meal on the go.

In contrast, sit-down restaurants like Japanese Blossoms encourage the dine-in experience with high end décor and a wider variety of menu items. These kinds of establishments make eating sushi feel like a more authentic experience compared to just grabbing a fast meal.

Supermarket Sushi

As sushi gains acceptance in the U.S. and other Western nations, it has become available in many supermarkets and even gas station convenience marts. The quality varies greatly depending on who produced the product, as well as the ingredients. Save Mart, a local bargain supermarket, carries Okami brand prepackaged sushi. I have tried this brand twice in the past and was disappointed by the flavor and texture.

Across the street, the high-end Raley’s supermarket carries a wider selection of sushi freshly made by the in-store sushi chef. I watched as she prepared the day’s product, and she even offered to make anything that wasn’t already available. I didn’t buy anything that day, but I’ve tried Raley’s sushi before and can attest that it looks and tastes the same as sushi I’ve eaten at Japanese restaurants. The prices are about the same as restaurant sushi as well.

Boxpark Sushi

Boxpark was inspired by the street-food scene, combining the diversity of Asian street markets with Western mall culture. Although I haven’t personally visited any of the three Boxpark locations, I spent many months in Thailand and other parts of Southeast Asia. The markets and food carts there always had amazing food at great prices, often cooked right in front of you. Combined with live entertainment, eating at the street markets was always a sensory experience. I believe that Boxpark Sushi can be a similar experience. Freshly prepared sushi at a good price, better than most supermarket sushi but a different experience than a sit-down restaurant.

Step 2. Secondary Research

Misconceptions About Sushi

One of the biggest misconceptions that Americans have about sushi is that it’s just “raw fish”. Many confuse sashimi, slices of raw fish, for sushi which is actually vinegared rice topped with other ingredients which may or may not include fish. The use of raw fish in sushi only became possible after the invention of refrigeration. Before then, the fish was preserved by salt and fermentation (Lee, 2019). Many Americans are only familiar with sushi “rolls”, or Maki sushi which is rolled tightly and sliced to form short cylinders. However, there are other types of sushi including Nigiri, shaped rice topped by raw fish, and Uramaki, which is a western style “inside out” Maki roll.

Sushi in America

House (2018) notes that in the 1950s, sushi made the transition from being served at “indigenous” Japanese restaurants serving primarily an intra-ethnic clientele to an “ethnic” cuisine being marketed to non-Japanese. Sushi bars became a staple of Japanese restaurants and played a significant role in increasing the accessibility and popularity of sushi in America throughout the 1960s and beyond.

Sushi Innovations

New creations like the California roll helped sushi gain acceptance, as ingredients like crab and avocado were considered more palatable to white Americans than raw fish (Bhabha, 2013). Other regional innovations include the Philadelphia roll with smoked salmon, cucumber, and cream cheese. More recently, the sushi burrito has gained popularity at fast-casual restaurants. Creator Peter Chen asked, “What would happen if you made a really large sushi roll, operationalized it for speed, and also modernized it by infusing Latin flavors?” (Gabriele, 2019). The resulting hybrid dish combined the flavors and textures of sushi with the convenience and portability of a burrito.

East Side Milwaukee Demographics

Demographic data gathered from the 2017 American Community Survey revealed interesting information about consumers in East Side Milwaukee. Employment statistics show that there are 92.27% white collar employees compared to 7.73% blue collar employees. Education numbers show that 67% are college educated. Despite the Median Household Income being lower than the Wisconsin state average, East Side Milwaukee consumers between the ages of 25-64 have a higher than average income as illustrated in the chart below.

These statistics and other numbers from East Side Milwaukee Demographics (n.d.) suggest that residents of East Side Milwaukee may be more upscale and educated that other urban neighborhoods and therefore more open to cuisine from non-American cultures.

Step 3. Consumer Thoughts

I conducted primary research by interviewing personal acquaintances and by collecting social media responses to the question “Do you like sushi? Why or why not?”

The responses varied greatly, from people who eat sushi often to those who have never tried it and probably never will. Those who enjoy sushi appreciate the “freshness” and “combination of different flavors and textures.” Others eat sushi occasionally because it is “something different” or “reminds me of the ocean.” One person also expressed their love of wasabi, commenting that sushi is one of the few things that goes well with the spicy sauce. Maki rolls, especially Americanized ones like California rolls, are more recognized and popular than other types of sushi. Most of the people I spoke with did not have a favorite sushi, preferring to try something new every time or looking at the menu and trying “whatever looks good.”

People who did not like sushi had either tried it and did not like the taste or had never tried it mostly due to an aversion to raw fish. Negative comments describe the taste as “nasty” and texture as “slimy”. One person said, “seaweed should stay in the ocean” and described sushi rice as “sour”. However, most people who didn’t like sushi focused on uncooked seafood ingredients, confirming my findings on American misconceptions about sushi. Several people expressed concern over contracting “parasites” or “worms” from raw fish and assumed it was part of all of sushi cuisine.

These findings suggest that education about sushi’s various ingredients and food safety could help overcome the common misconceptions that make many Americans hesitant to try sushi. A few people also said that sushi is “too expensive for not enough food,” or “it doesn’t fill you up.” This “filling” aspect of food is something to consider when catering to students and other young Americans.

Step 4. Category

Shipping Container Parks

Boxpark is a food, retail, and entertainment park made of repurposed shipping containers. Roger Wade conceived Boxpark as a “pop up mall,” launching the first park in Shoreditch, England in 2011 (Fry, 2017).  The video below provides a first-person tour of the Shoreditch Boxpark.

Similar container parks have since appeared across the world. Many of these parks feature live entertainment and group dining. Boxpark now has three malls in the U.K., which are distinctive with their black and white branding. Other “cargotecture” shopping centers continue to flourish in urban centers as adaptable public markets (Miller, 2019). Because container parks are largely made of repurposed materials, they are models of sustainability and innovation.

Sushi Bars

Sushi bars let customers order directly from the chef rather than wait staff. The sushi is prepared in front of customers, providing a personalized interactive experience (Grabianowski, 2005). This is very similar to the way street food is enjoyed across the world. The sushi bar model also fits in well with other small and personable eateries in Boxpark shopping centers.

Boxpark Asian Food

The following is a current list of Boxpark eateries that serve Asian food, gathered from the Boxpark website.

Wembley

• Bun House: authentic Chinese steamed buns, bao and traditional dishes from Hong Kong.
• Koolcha: stuffed naans, cocktails, biryanis, small plates and Indian beer.
• Mitsuryu: traditional Japanese cuisine from sushi to curries.
• Thai Express UK: freshly prepared Thai cuisine with gluten free, vegetarian and halal options.
• Yamagoya: Japanese ramen and rice dishes.

Croydon

• Bao Bao Taiwanese Street Food: authentic Taiwanese street food serving traditional bao buns and noodle soups.
• Camile Thai: healthy Asian and locally sourced Thai food with sustainability in mind.
• Kubo: authentic mouthwatering recipes all the way from the Philippine islands.
• The Noodle Bar: authentic noodles with sizzling fresh vegetables, prawns and meats.
• Thai Express UK: freshly prepared Thai cuisine with gluten free, vegetarian and halal options.
• Tashi Sushi: Croydon’s finest sushi.

Step 5. Important Takeaways

1. Sushi quality depends largely on the chef and ingredients, not where it was made.
2. East Side Milwaukee has a young, educated population that may be more accepting of sushi than the average American.
3. Boxpark and other container markets combine modern brands and traditional street food.
4. Negative perceptions of sushi are mainly focused on the raw fish aspect due to health concerns and personal taste.
5. Maki rolls are more popular with Americans than other types of sushi.
6. Sushi bars provide a personal, interactive experience for diners.
7. Many Boxpark restaurants are inspired by regional street food.

References:

Bhabha, L. (2013). The History of Sushi in the U.S. Retrieved from https://food52.com/blog/9183-the-history-of-sushi-in-the-u-s

Burstein, D. (September 28, 2012). Market Competition 101: The 3 Types Of Competitors To Keep An Eye On. Retrieved from: https://rpablog.marketingsherpa.com

East Side Milwaukee Demographics. (n.d.) Retrieved from https://www.point2homes.com/US/Neighborhood/WI/Milwaukee/East-Side-Milwaukee-Demographics.html

Fry, S. (2017). Boxing clever: The firms based in shipping containers. Retrieved from https://www.bbc.com/news/business-38742250

Gabriele, A. (2019). The Origins of the Sushi Burrito: Q&A with the Inventor. Retrieved from https://www.themanual.com/food-and-drink/sushi-burrito-sushiritto/

Grabianowski, E. (2005). At the Sushi Bar. How Sushi Works. Retrieved from https://science.howstuffworks.com/innovation/edible-innovations/sushi2.htm

House, J. (2018). Sushi in the United States, 1945–1970. Food & Foodways: History & Culture of Human Nourishment, 26(1), 40–62. https://doi.org/10.1080/07409710.2017.1420353

Lee, A. (2019). SUSHI. History Today, 69(3), 84–88. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=a9h&AN=134556318&site=eds-live

Miller, P. (2019). Is cargotecture the future of construction? What you need to know for your next project. Retrieved from https://inhabitat.com/is-cargotecture-the-future-of-construction-what-you-need-to-know-for-your-next-project/

Sushi. (2018). Funk & Wagnalls New World Encyclopedia, 1; Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=funk&AN=su217350&site=eds-live

The new year and second half of the Media Design MFA program begins with the Design Strategies and Motivation course. In the first week, we read several articles about Design Strategy and two chapters from George Felton’s Advertising: Concept and Copy. We also began a Strategic Development project for a fictional client: a Boxpark sushi shop in East Side Milwaukee.

The Value of Strategic Design

In the week 1 live session, Professor Bartley Argo encouraged us to dive deep into our research of sushi, East Side Milwaukee, and container park malls in order to create the brand. We need to understand what consumers want and why they want it. Argo noted that many companies will already have the business established before they come to a designer, but the design skills and strategies we are learning help build our value. Rosebrook (2017) reaffirms this, saying “A designer who spends time giving insights on how you can solve a business problem with a creative solution will ultimately help you position yourself as more than a pixel pusher.” These problem-solving skills are what separates designers from production artists.

Researching the Client’s Product

The first step of the Strategic Development project is to research the client’s product, in this case sushi. Argo recommended following four prompts from Advertising: Concept and Copy (Felton, 2013).

1. If possible, use it: wear it, eat it, drive it, drink it, bathe with it, etc. Learn everything about the product firsthand by conducting primary research on YOURSELF as a consumer.
2. Become its student, learn what’s in it, how it’s made, who makes it, how it works, what its history is, all those things. Learn about the different types of sushi and the history of its use in the USA.
3. Find out what consumers think about the product. Talk to people like sushi chefs, food critics, and the average person who likes (or dislikes) sushi.
4. Don’t just focus on your client’s product, learn about the category too. There are many different kinds of sushi prepared in different ways and served by different types of establishments. A wide knowledge of the category helps you find ways to differentiate the product.

Types of Competition

The second step of the Strategic Development project is to research the brand’s competition. Burstein (2012) refers to three types of competitors in the business world:

1. Direct competitors: brands with similar products that are likely to be used if your client’s product did not exist.
2. Indirect competitors: brand with similar products but a strong differentiation from your client or in another market segment.
3. Replacement competitors: brands with very different products that are competing for the same customer’s time and money.

For this project we are focusing mainly on direct and indirect competitors, but it’s good to be aware of all aspects of your client’s marketplace.

References:

Burstein, D. (2012). Market Competition 101: The 3 types of competitors to keep an eye on. Retrieved from https://sherpablog.marketingsherpa.com/marketing/competition-types-to-watch/

Felton, G. (2013). Advertising: Concept and Copy (Third). New York: W.W. Norton.

Rosebrook, D. (2017) What is Design Strategy? Retrieved from https://read.compassofdesign.com/what-is-design-strategy-497453c9d83a

Human Centered Design.

IDEO’s David Kelley talks about including behaviors and personalities in taking a more human-centered approach to design. Kelly notes that the hardware has become less important than the user experience when designing products. As a result, “Designers are more trusted and more integrated into the business strategy of companies” (Kelly, 2002). Master Designers should have a broad knowledge of many fields, including psychology. By including human behavior and target audience personalities in our design process, we create more effective solutions.

The Long Goal of Design

Too often, designers are focused on the short goals of a project: establishing a style, creating graphic elements, etc. Michael Bierut’s talk at TEDNYC reminded me of the importance of the long goal. How will this design change someone’s life?

“I was just focused on a foot ahead of me, as far as I could reach with my own hands. Instead, way off in the distance was a librarian who was going to find… a source of inspiration so that she in this case could do her work really well…” (Bierut, 2017).

The long goal may be a mystery at the start of the process, but Bierut’s story of how the murals of children inspired the librarian is a good reminder of why design is all about building human connections.

Week 4 Assignments

The Mastery Reflection assignment opened early to help us get started. Dr. Baldowski recommends that we focus on academic writing and answering all the questions in detail. The reflection demonstrates our understanding of material and concepts presented this month. Categorizing the overview helps us organize the information and reflect on what we learned.

The Annotated Bibliography helps us find new sources of information and evaluate those sources. The 150-word analysis of each source is not a summary. Instead, it is a description of the central theme and scope of the article or book. The Cornell University Library (n.d.) recommends that authors “Include one or more sentences that:

1. evaluate the authority or background of the author
2. comment on the intended audience
3. compare or contrast this work with another you have cited, or
4. explain how this work illuminates your bibliography topic.”

We will refer to the annotated bibliography in future classes, so I look forward to taking on this project.

References:

Bierut, M. (2017). TEDNYC How to design a library that makes kids want to read. Retrieved from https://www.ted.com/talks/michael_bierut_how_to_design_a_library_that_makes_kids_want_to_read

How to Prepare an Annotated Bibliography: The Annotated Bibliography. (n.d.) Cornell University Library. Retrieved from https://guides.library.cornell.edu/annotatedbibliography

Kelley, D. (2002) TED2002 Human-centered design. Retrieved from https://www.ted.com/talks/david_kelley_human_centered_design