DOPA DOPA
Help Dopa Dopa recreate and brand their website and social media platform.
About Dopa Dopa
The name ‘Dopa Dopa’ was derived from the happiness-inducing neurotransmitter dopamine, with the hopes that the gelato here would bring joy and happiness to their customers.
Audience Profile
Target audience for this website
People of all ages
Reason: Cafes are usually visited by all.
Gelato fans
Reason: People who love gelato will search for a gelato cafe.
People who live near Tanjong Pagar / South Bridge Road
Reason: People who live near the area will search for “gelato near me”.
Demographics of the persona of the target audience
15 to 45 years of age
Relevant info that enhances understanding of the persona
Online habits (platforms used, active hours , etc.) - based off research a person only spend 3 sec of attention spend on a post
Their favourite flavours and if they are open to new experiences - To see if they are open to trying the flavors offered or maybe suggest new flavours to the client for promotion or events
Places they live at / usually visit - To see if they are willing to travel for gelato
Basic information - like eating habits, income state, relationship statues, spending habits, eg.
Perception/Tone/guidelines for target audience
Respond to the new presence online
Remember the name of “Dopa Dopa Creamery”
When they talk about ice-cream “Doap Dopa Creamery” will be that one store at appear in their mind
Excited to visit the store
Feel/think about the website
They should feel amazed and excited to find out more about the ice-cream
They should feel interest to read more about the information on the website
They should find the website easy to use and navigate
To say about your website
Want them to say or comment that the websites as interactive, attractive and interesting
Want to think and say “Hey, I should recommend this website to people I know”
Want them to share with other “have you check out this website? You are missing out if you don't”
Competitive Positioning
Competitor websites in the same business?
Birds of Paradise (https://birdsofparadise.sg/)
O Happi Place (https://ohappiplace.com/)
Geometry (https://www.geometry.sg/)
Similar/different
Birds of Paradise starts their website with their best sellers
O Happi Place starts their website with their premium selection menu
Geometry starts their website by showing their premium gelato they serve
Effective in reaching the target audience
Birds of Paradise lets customers know which flavours are best sellers and they used pictures of interesting scoops of gelato
O Happi Place uses pictures of gelato that looks aesthetically pleasing and well decorated
Geometry uses pictures of gelato that are laid out that make it looks appealing.
Main strengths and weaknesses
Birds of Paradise is super popular, always long queues at their outlets
O Happie Place has interesting and one-of-a-kind gelato flavours
Geometry gelato are freshly made in-house, always serving together with a wide selection of deserts
Targeted Message
Share the Happiness!
Persona 1
Chloe Ng | Age: 15
Attributes (Demographics)
Occupation: Sec 3 Student at Toa Payoh Secondary School
Education: Completed PSLE, currently studying for O'Levels
Home Life: Lives with her parents at Bishan
Background: Chloe is your typical secondary 3 student where her life revolves around her family, studies and friends. She comes from a middle-income family.
Media usage: She owns a Iphone 13 where she frequently uses Tiktok, BeReal and Instagram during her free time.
Average day for Chloe:
Lifestyle / Goals (Psychographics)
Goals: To get As for O'Levels
Activities: Doing dancing trends on TikTok. Studying at cafes with friends. Doing chores with her mother
Frustrations: Cafes will kick Chloe and her friends out after a 60 minutes duration. Common cafes are too noisy and crowded to study at. Cannot seem to find menus of cafes online.
Media Competency: High
Frequent Sources of Information : Friends, Social Media, Family, School
Quote: “I scream for ice cream”
Persona 2
Lenneth Kim | Age: 26
Attributes (Demographics)
Occupation: Full time social media blogger
Education: Graduate of NTU Media Design’ 22
Home Life: Lives alone at Tanjong Pagar; single
Background: Lenneth is a food social media blogger. He frequents instagrammable cafes and writes short reviews on them. He also gives each food place his famous out of 5 stars ratings. He has a sizeable following on Instagram and Tiktok.
Media usage: He owns the new iPhone 14 Pro Max and frequently consume media like Youtube, Instagram and Twitter.
Average day for Lenneth:
Lifestyle / Goals (Psychographics)
Goals: To hit 35k followers on both Instagram and TikTok.
Activities: Working out at the Gym. Editing pictures for postings. Watching anime on netflix while editing.
Frustrations: Unable to find a conducive cafe that serves good desserts to work at
Media Competency: High
Frequent Sources of Information : Friends, Social Media, News online
Quote: “Content must always provoke a reaction whether it’s a smile, laughter, an opposing point of view.”
Persona 3
Fatimah | Age: 40
Attributes (Demographics)
Occupation: Office Lady working as HR admin
Education: Degree in Human Resources London
Home Life: Lives with her parents and husband at Outram Park
Background: Despite working in a highly stressful atmosphere, Fatimah is a hard worker who gives it her all. She loves what she does in her job and strives to maintain a healthy work-life balance every day.
Media usage: She owns a Samsung S22 where she frequently uses Facebook, Instagram and Tiktok during her free time or when traveling on public transport.
Average day for Fatimah:
Lifestyle / Goals (Psychographics)
Goals: To take more pictures for her social media to share with family and friends.
Activities: Watch K-Drama on netflix during her free time. Sew plushies for her cats. Reads books at cafes.
Frustrations: Unable to find a space for herself outside of work and family commitment
Media Competency: Intermediate
Frequent Sources of Information : Friends, Colleague, Social Media, Family
Quote: “What’s the name of that dessert with espresso poured over gelato? Because affogato”
Gather Information
Who
Students (13 to 19 years old)
Influencer (20 to 30 years old)
Office workers (31 to 41 years old)
What
A place for customers to relax and enjoy themselves, cool them down physical, mentally and reconnect.
Where
Cafe in CBD area (Tanjong Pagar / South Bridge Road)
Close to MRT station
When
Weekday - afternoon to night
Weekend - whole day
They tend to spend long hours at the cafe
Why
They want to find a great cafe to enjoy the moment and food
They are there for the space to chat and connect with other people around them.
Change of environment when working, studying or resting
How
Creating a mobile application that allows reservation, online purchase of goods, virtual loyalty card, gifting of virtual gift cards, interactive games. Users can also order pick up orders or pre-order before hand on app.
Increase customer engagement by interacting with comments and maintaining a friendly and approachable social media presence.
Create a Tiktok account so people can tag them
Recommend Media Platforms
Recommend Media Platforms
Moodboard
Theme
What can be found on the website
Issues to address
1. User unable to identify which page they are at
- Navigation bar does not indicate the page
- No page title
2. The pages are long
- No back to top feature
- The user will have to scroll back to the top if they want to navigate to other pages
Website pages
To bring out the theme of ice cream I design the different sections with the waves of a melting ice cream to make the overall website more fun and engaging to navigate about especially for students.
I included more image so that it is more visually attractive for the viewers. And let them have a peek of the overall environment of the shop and spark their interest in visiting the shop.
I make use the brand colour yellow contrasting against the pink as the primary colour for the website to bring out a fun and excited theme for the shop. Other than that, I improve the navigated of the website so that it is user friendly.
Link to XD:
https://xd.adobe.com/view/54e441b9-b2ee-46c3-bfcb-fbfde4e496da-01b7/
Landing Page
1920 x 1080 px
In this design, I use visual elements such as line, text, and image of ice cream to add to and bring out fun vibes in the landing page.
I make the lines to guide the user's eye around the page by using contrast with yellow and white as the background colors. I also added wave shapes to make it more interesting and to simulate the melting effect.
I use Hierarchy to draw the reader's attention and make it easier for them to read. I also scaled and contrasted the word "Screaming" in pink to make it stand out and used yellow for the call-to-action button below with bold text to emphasise it and entice users to click on it.
XD Link:
https://xd.adobe.com/view/cc797d54-e10c-4adf-ba36-c70746874a5c-992a/
Instagram Post
1080 x 1080 px
In this design, I use visual elements such as a line, text, and an image of an ice cream to add in fun vibes and to create the effect of melting ice cream. Making use of design principles Scale.
I enlarge the header and ice cream to emphasise both. With the header slightly larger, it will fit in with the word screaming, which is commonly used to refer to loudness.
Instead of having it from top to bottom, I placed the content side by side in this design. This is to bring out contrast and harmony in the design with the reader reading from left to right instead. It is much easier to do so because the space is much larger.
Aside from that, I remove the logo because the company profile picture will be displayed when reposting on Facebook.
eDM- Electronic Direct Mail
600 x 800 px
In this design, I use visual elements such as line, text, and image of the ice cream to add in and bring out fun vibes. I added text labelling to the image location to inform the reader about some of the things they can expect at the shop.
I use Hierarchy to draw the reader's attention and make it easier for them to read. I also scaled and contrasted the word "Screaming" in pink to make it stand out and make it easier for them to read the content.
I included a QR code that they can scan to visit the website. They can also share the QR code with others, so I wrote "share the happiness" there to encourage them to do so.