A full scope design project

peggy’s pretzels

While I may not have had experience as a baker, I was confident that my vision for Peggy's Pretzels would provide a unique avenue for me to gain invaluable hands-on experience in the world of design and entrepreneurship. This venture has allowed me to blend my creative instincts with a newfound appreciation for the artistry and craftsmanship that goes into both crafting delicious pretzels and a successful business.

SECTOR

Entrepreneurship
B2B
Food Service
Hospitality

CLIENT

Given that Peggy's Pretzels was my own business venture, there was no external client in the traditional sense. Instead, I assumed the role of both entrepreneur and designer, spearheading every aspect of the brand's development and visual identity. Being both a designer and a business owner was an incredibly rewarding experience, profoundly benefiting all facets of my career.

my role

As the owner and founder of Peggy’s Pretzels, my role involved everything from marketing and branding to baking and invoices. My love for effective and fun design translated through our website, packaging, print material, social media, and merchandise.

problem

Facing unexpected unemployment during the early stages of the Covid-19 pandemic, I decided to utilize my time and savings to embark on a new venture. Recognizing a gap in the local food service market for an affordable, creative, and straightforward catering option suitable for events of all sizes, I delved into researching my local food policy and developing a concept to address this need.

Research

Empathize with user

User Story: As a local artist, I want to find inspiration so that sort through less information.

What are you looking for in a small business?

Before launching, gathering consumer feedback in the form of both quantitative and qualitative research was crucial to me.

Surveys: I conducted numerous surveys via social media and paper forms, receiving hundreds of responses.
Interviews: I distributed sample boxes of pretzels to local small businesses and followers, exchanging them for feedback.
Observation: I hosted "sample nights" at my house, experimenting with recipe tweaks, toppings, and dips, which provided invaluable face-to-face interviews that helped define both my business structure and product.

I found research to be essential to all aspects of my design and business methods because it ensures that I can create products and services that are user-centered, intuitive, and effective in meeting the needs of my target audience.

define

Problem Statement: The user is a Employee at Google who needs a fast, delicious, and fun food experience at work because they work hard and want to feel appreciated.

Hypothesis: If the user can access a streamlined ordering process, reliable service, and a creative experience then they will achieve feeling inspired and satisfied.

Value Proposition: Peggy's Pretzels will offer affordable, creative, and customizable pretzel catering solutions for events, including B2B sales. Our innovative menu and hassle-free ordering process ensure a memorable culinary experience for both businesses and individual customers, while our commitment to reliability and quality guarantees satisfaction across the board.

The product provides creative and customizable pretzel catering solutions for events of all sizes. It offers a diverse menu of delicious pretzel options, including unique flavor combinations and customizable toppings and dips. Peggy's Pretzels aims to enhance the overall event experience by providing high-quality, affordable, and hassle-free catering services that delight customers and leave a lasting impression.
Unique Offerings: Peggy's Pretzels offers creative and customizable pretzel catering solutions that stand out in the market, providing users with a memorable culinary experience that they may not find elsewhere.
Affordability: By offering affordable pricing options, Peggy's Pretzels makes high-quality pretzel catering accessible to a wide range of customers, allowing them to enjoy delicious food without breaking the bank.
Convenience: The hassle-free ordering process and reliable service provided by Peggy's Pretzels make it easy for users to plan and execute their events without added stress or complications, saving them time and effort.
Quality and Reliability: Peggy's Pretzels prioritizes quality and reliability in every aspect of its business, ensuring that users can trust in the consistency and excellence of the products and services provided.
Customer Satisfaction: By focusing on customer satisfaction and feedback, Peggy's Pretzels strives to exceed user expectations and deliver an exceptional experience that leaves a lasting impression, fostering loyalty and repeat business.
Unique Event Experience: Provide creative and unique food offerings that stand out in the market. This could involve experimenting with flavors, unique and fun presentation, and themed menus for various events.
Fast and Affordable Options: We offer customizable catering packages with tiered pricing options, allowing customers to tailor their orders to fit their budget. A key focus in our virtual bookings.
Brand with a Story: Providing flexible catering options that accommodate different types of events and preferences. This could involve offering customizable menus, accommodating special requirements, and providing flexible delivery, pickup, or setup schedules.
Creativity: Provide creative and unique food offerings that stand out in the market. This could involve experimenting with flavors, unique and fun presentation, and themed menus for various events.
Simplicity: Simplifying the catering process for my customers by offering straightforward ordering and delivery options. This could involve streamlining the menu selection process, providing clear pricing information, and offering convenient delivery or pickup options.
Flexibility: Providing flexible catering options that accommodate different types of events and preferences. This could involve offering customizable menus, accommodating special requirements, and providing flexible delivery, pickup, or setup schedules.

idea

Competitive Audit

HMW EXERCISE

CRAZY 8

Product Goal Statement: Our business will offer users a streamlined ordering process, reliable service, and a creative experience which will affect their quality of life by providing them an accessible, creative, and delicious treat. We will measure effectiveness by ratings and return clients.

There are several competitors to our product on the market. Through analyzing direct competition, we can ideate on both their strengths and weaknesses. We found that much of the negative feedback in the competitions reviews centers around the lack luster presentation, cost per guest, monotonous offerings, and limited flexibility.

How might we make a memorable experience?
How might we make booking an event easy and accessible?
How might we create a way to make our product affordable?
How might we keep our environmental impact low?
How might we make a way for users to easily find, buy, and enjoy our product?
How might we make the process less stressful for users?

design

More coming soon…

test

More coming soon…