Screen Shot 2020-09-19 at 7.55.09 PM.png

JIM BEAM TAP

Things I did

User Research

Strategy

Content Design

Wireframing

User Testing

Team Members

Naoya Odan

Hiroshi Akiyama

Shohei Yamaguchi

Takuya Inada

Nao Kinoshita

Naoya Henmi

Yuki Okamura

Background

In 2019, JIM BEAM Japan redesigned its beer mug by adding a QR code on it. By launching this new type of beer mug, JIM BEAM was looking forward to stimulating the conversation over drinks.

Approach

In the drinking scene in Japan, beer is mostly ordered when a group of friends dine out or at single parties.  My team and I designed a Truth or Dare game, bill-splitting calculator, and selfie filter camera, etc. to offer different topics to break the ice and help to make the checkout easier. We also designed a barrel-making game. Through this game, we was trying to let people know the process to make JIM BEAM's Bourbon to promote the brand culture.

Impact

  • After pitching to the client, our client decided to increase the budget of this project by 150%.

  • Initially, this project was planned to launch in 4 major cities in Japan. In the end, the client decided to extend it to all the prefectures in Japan.

150%

4

Cities 

47

Prefectures

Project Roadmap

Resposibilities.png

Research

We invited our colleagues to a dinner party to observe when users might take out their phones during the party. In Japan, Jim Beam's audience is young people from the 20s to the middle-aged group based on the advanced investigation. For this project, the new beer mug would only be distributed in Izakaya restaurant so that the average group size would be 3 - 8 people. So we set up a similar situation to continue our field survey.

Hypothesis

People who don't enjoy the conversation might take out their phones to kill time.

Jim-Beam_0926.pdf - Adobe Acrobat Pro DC
Screenshot 2021-05-15 103934.jpg

Observations

  • After the 3-hour dinner party, we found out that using the phone during dinner was not as negative as we thought. We saw people sharing things they bought, restaurants they went to, and the conversation became more interactive and continuous.

 

  • People who sat far away from each other had less conversation.

  • After the initial toast, there wasn't another opportunity for all the people to be all together. People broke into small groups of 2-3, and usually, the group wouldn't change until the end of the dinner.

Conclusion

Unlike our hypothesis, using phones didn't look negative at drinking parties, so we decided to create something that would strengthen this feature to help people organize more fun and unforgettable get-togethers.

Ideation

After defining the direction for the app, we had a deeper look at each stage of a drinking party. Based on our previous field research, we learned that people have diffevent needs at each stage, so it's impossible to solve all the problems at once.

Observations.png

Feature

before.png

Barrel making game

Jim-Beam_1002_REX_Page_14.jpg

The barrel-making game was created for the solo diner or people who arrived at the party early and need to kill time. We also wanted to promote the brand culture and educate users about the process of making bourbon.


Design process:

Before reaching the final version, our design team did several rounds of testing to find the best speed and shape of the wood. We didn't want to make this game too complicated and, at the same time, keep the excitement of playing it.


Competitive research:

We also conducted competitive research on popular smartphone games to see how other games maximize the joy of the game while keeping a simple operation.


Finding:

We found that games with a simple operation utilize rhythmical tempo to increase the fun of playing, making their users addicted to it.

post_17817_01.jpg
chrome-dino-hero.png
5fa35757cd1ee8e0782115b1_GoldenEmber_220

Prototype

during.png

Talk High

talk high.png

Talk High is the main feature of the app. It provides topics under different categories for people to discuss and get to know each other. The questions vary from work, what they like, to people's life plan, etc. Users can pick a specific question they want to ask or just let the app picks it for them.

 

Design Process:

This feature aims to provide a variety of questions to stimulate the conversation so people can get to know each other through their answers. We designed questions of different levels, ranging from casual questions to deeper questions, so this game doesn't sound like a job interview. We opened a survey to ask people to submit questions they were asked in the past and thought would be a good fit for ice-breaking at a dinner party.

Prototype

Seat Changer

sit next to the youngest member

sit next to the organizer of the party

pick the one you want to sit next to you

Seat changer is a feature we created to give people more opportunity to get to know each other. Every time users click the button, the app will randomly show one instruction, for example, "sit next to the youngest member," "sit next to the organizer of the party," "pick the one you want to sit next to you," etc.

Design process:

Each restaurant has different ypes of seating, so instead of pointing out a specific place to seat our users, we used member-related information so people can use this feature in all kinds of restaurants.

after.png

Smart Bill Splitter

Splitter.png

This feature helps the organizer to quickly calculate how much he needs to collect from each person. This is not just a calculator. We designed several additional features that make bill splitting easier. If companies o er employee meal subsidies, users will be able to subtract that amount of money from the total amount and then calculate by people.

 

Also, when people who don't drink alcohol attend the party, they usually pay less, so the organizer can put the number of people who don't drink alcohol into the "people who pay less." box, and the app will automatically process it. Users can also set how little they want these people to pay.

Calendar

Users can set the date they want to meet, and the app will automatically create a message and open the messaging app. Users can pick the members from the friend list, and then the app will send a reminder to everyone all at once.


Design process:

We designed a QR code to scan and save the date on their phone for the first iteration, but this iteration had 2 major problems. First, it's hard for people who sit far away from each other to scan; Second, users can't invite people who are not at the dinner.

Version 1

Jim-Beam_0926_Page_20.jpg

Version 2

message.png

Prototype

Sitemap

Sitemap.png

Final Design

2fbab81450fd4d499ad1f3acff12e365.jpg
280f118afa64641531c8424b4d09add0.jpg
c2ae5eab1fab9711be75bd8db28a3126.jpg
93b4de79c618e1984965bb66b06a6911.jpg
balloon_1f388.png