The Chocolate
Passport
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The
CHOCOLATE
PASSPORT
The
CHOCOLATE
PASSPORT
The
CHOCOLATE
PASSPORT
Problem
Problem
Problem
Opportunity
Opportunity
Opportunity
Hypothesis
Hypothesis
Hypothesis
Customers tend to stick with buying the same chocolate—but what they’re really craving is a memorable experience.
Customers tend to stick with buying the same chocolate—but what they’re really craving is a memorable experience.
Customers tend to stick with buying the same chocolate—but what they’re really craving is a memorable experience.
Encourage customers to embark on a journey of discovery—unlocking rewards as they explore beyond the familiar.
Encourage customers to embark on a journey of discovery—unlocking rewards as they explore beyond the familiar.
Encourage customers to embark on a journey of discovery—unlocking rewards as they explore beyond the familiar.
There is an opportunity to create a service that induces proactive outreach through interpersonal moments.
There is an opportunity to create a service that induces proactive outreach through interpersonal moments.
There is an opportunity to create a service that induces proactive outreach through interpersonal moments.
That was Pretty High-Level, you ready for take off?
That was Pretty High-Level, you ready for take off?
That was Pretty High-Level, you ready for take off?
Service Design Airport is Now Accepting The Chocolate Moose Airlines
Service Design Airport is Now Accepting The Chocolate Moose Airlines
Service Design Airport is Now Accepting The Chocolate Moose Airlines
THE WORLD
THE WORLD
THE WORLD
UNWRAP
UNWRAP
UNWRAP
CHOCOLATE
PASSPORT
CHOCOLATE
PASSPORT
CHOCOLATE
PASSPORT
Now What is a Service [Re] design?
Now What is a Service [Re] design?
Now What is a Service [Re] design?
or simply...
or simply...
or simply...
it’s the practice of planning and organizing people, processes, and touchpoints to create seamless, meaningful user experiences across a service. It takes a holistic view of all interactions—both front-stage and back-stage—to make sure the service is useful, usable, and valuable to both customers and the business.
it’s the practice of planning and organizing people, processes, and touchpoints to create seamless, meaningful user experiences across a service. It takes a holistic view of all interactions—both front-stage and back-stage—to make sure the service is useful, usable, and valuable to both customers and the business.
it’s the practice of planning and organizing people, processes, and touchpoints to create seamless, meaningful user experiences across a service. It takes a holistic view of all interactions—both front-stage and back-stage—to make sure the service is useful, usable, and valuable to both customers and the business.
Here it’s Comprehension, in Real world - it’s a Business
Here it’s Comprehension, in Real world - it’s a Business
Here it’s Comprehension, in Real world - it’s a Business
it’s the practice of planning and organizing people, processes, and touchpoints to create seamless, meaningful user experiences across a service. It takes a holistic view of all interactions—both front-stage and back-stage—to make sure the service is useful, usable, and valuable to both customers and the business.
it’s the practice of planning and organizing people, processes, and touchpoints to create seamless, meaningful user experiences across a service. It takes a holistic view of all interactions—both front-stage and back-stage—to make sure the service is useful, usable, and valuable to both customers and the business.
it’s the practice of planning and organizing people, processes, and touchpoints to create seamless, meaningful user experiences across a service. It takes a holistic view of all interactions—both front-stage and back-stage—to make sure the service is useful, usable, and valuable to both customers and the business.
An Extensive Collection of User Research Methodologies and rapid Ideating to Get the Best Possible Perspective and Framing of the Chocolate Moose
An Extensive Collection of User Research Methodologies and rapid Ideating to Get the Best Possible Perspective and Framing of the Chocolate Moose
An Extensive Collection of User Research Methodologies and rapid Ideating to Get the Best Possible Perspective and Framing of the Chocolate Moose
Pre-Research
Pre-Research
Pre-Research
we’ll keep it "short”
we’ll keep it "short”
we’ll keep it "short”
This gave us some..
This gave us some..
This gave us some..
we found a lot from sitting there and conducting Interviews for several weeks of thorough ethnographic studying
we found a lot from sitting there and conducting Interviews for several weeks of thorough ethnographic studying
we found a lot from sitting there and conducting Interviews for several weeks of thorough ethnographic studying
Each Frame Represent a Specific user Perspective from the Research
Each Frame Represent a Specific user Perspective from the Research
Each Frame Represent a Specific user Perspective from the Research
FINDINGS
FINDINGS
FINDINGS
OPPORTUNITIES
OPPORTUNITIES
OPPORTUNITIES
Long-lasting community builder
Long-lasting community builder
Long-lasting community builder
Personal yet passive approach
Personal yet passive approach
Personal yet passive approach
Exploratory interactions
Exploratory interactions
Exploratory interactions
Large variety of products
Large variety of products
Large variety of products
Accessible, low barrier to entry
Accessible, low barrier to entry
Accessible, low barrier to entry
Strategic neighborhood positioning
Strategic neighborhood positioning
Strategic neighborhood positioning
and from those 3 Ideas, we Min-Maxed the Options...
and from those 3 Ideas, we Min-Maxed the Options...
and from those 3 Ideas, we Min-Maxed the Options...
and their Possible Service Architecture...
and their Possible Service Architecture...
and their Possible Service Architecture...
That Then Gave us some ideas...
That Then Gave us some ideas...
That Then Gave us some ideas...
CONCEPT 42
CONCEPT 42
CONCEPT 42
Chocolate Passport
Chocolate Passport
Chocolate Passport
42
42
42
Customers can collect stamps for trying chocolates from around the world. As they build up the number of countries/locations they’ve collected stamps for, they get tiered rewards. Encourages variety and consistent engagement.
Gamified to engage customers as active participants; blueprinting via structuring a journey through different stages.
Customers can collect stamps for trying chocolates from around the world. As they build up the number of countries/locations they’ve collected stamps for, they get tiered rewards. Encourages variety and consistent engagement.
Gamified to engage customers as active participants; blueprinting via structuring a journey through different stages.
Customers can collect stamps for trying chocolates from around the world. As they build up the number of countries/locations they’ve collected stamps for, they get tiered rewards. Encourages variety and consistent engagement.
Gamified to engage customers as active participants; blueprinting via structuring a journey through different stages.
CONCEPT 37
CONCEPT 37
CONCEPT 37
Candy Catcher
Candy Catcher
Candy Catcher
37
37
37
A candy catcher console setup inside the store to swipe a dollar or quarter and grab as many candies as possible - engaging people inside the store and co-creating experiences with customers.
Value-generating activities
A candy catcher console setup inside the store to swipe a dollar or quarter and grab as many candies as possible - engaging people inside the store and co-creating experiences with customers.
Value-generating activities
A candy catcher console setup inside the store to swipe a dollar or quarter and grab as many candies as possible - engaging people inside the store and co-creating experiences with customers.
Value-generating activities
CONCEPT 14
CONCEPT 14
CONCEPT 14
Self-Service Gift Wrapping
Self-Service Gift Wrapping
Self-Service Gift Wrapping
14
14
14
Instead of employees wrapping gifts for the customers, allow customers to be more hands-on in the process and wrap gifts themselves using themed decorations for custom creations. This way it feels more intentional and personalized.
Co-creating with customers, making them active participants in
the service.
Instead of employees wrapping gifts for the customers, allow customers to be more hands-on in the process and wrap gifts themselves using themed decorations for custom creations. This way it feels more intentional and personalized.
Co-creating with customers, making them active participants in
the service.
Instead of employees wrapping gifts for the customers, allow customers to be more hands-on in the process and wrap gifts themselves using themed decorations for custom creations. This way it feels more intentional and personalized.
Co-creating with customers, making them active participants in
the service.
(Apologies if this is Blurry, Hardware Acceleration for Different Browsers have different End Results)
(Apologies if this is Blurry, Hardware Acceleration for Different Browsers have different End Results)
(Apologies if this is Blurry, Hardware Acceleration for Different Browsers have different End Results)
The Direction
The Direction
The Direction
Leveraging Research to Drive our Design, the result?
— Something Functional
Leveraging Research to Drive our Design, the result?
— Something Functional
Leveraging Research to Drive our Design, the result?
— Something Functional
A Resolute Shopper
A Resolute Shopper
A Resolute Shopper
Goal-oriented, sensible, low-engagement until incentivized.
Goal-oriented, sensible, low-engagement until incentivized.
Goal-oriented, sensible, low-engagement until incentivized.
The Resolute Shopper doesn’t typically shop
at candy stores. But while waiting for a friend near The Chocolate Moose, he gets handed a Chocolate Passport and learns that completing it earns him a limited-edition gift box.
The Resolute Shopper doesn’t typically shop
at candy stores. But while waiting for a friend near The Chocolate Moose, he gets handed a Chocolate Passport and learns that completing it earns him a limited-edition gift box.
The Resolute Shopper doesn’t typically shop
at candy stores. But while waiting for a friend near The Chocolate Moose, he gets handed a Chocolate Passport and learns that completing it earns him a limited-edition gift box.
The passport introduces a ritual that turns a passive category into an active routine. This opens the door for brand education and higher-engagement customers.
The passport introduces a ritual that turns a passive category into an active routine. This opens the door for brand education and higher-engagement customers.
The passport introduces a ritual that turns a passive category into an active routine. This opens the door for brand education and higher-engagement customers.
Explorer/Enthusiast
Explorer/Enthusiast
Explorer/Enthusiast
The passport offers an emotional anchor — she comes back not just to buy, but to collect and experience. This builds long-term affinity as she advocates for the store.
The passport offers an emotional anchor — she comes back not just to buy, but to collect and experience. This builds long-term affinity as she advocates for the store.
The passport offers an emotional anchor — she comes back not just to buy, but to collect and experience. This builds long-term affinity as she advocates for the store.
Passionate, adventurous, curious, nostalgic.
Passionate, adventurous, curious, nostalgic.
Passionate, adventurous, curious, nostalgic.
The Explorer stumbles upon The Chocolate Moose while wandering through the neighborhood. The idea of a chocolate passport immediately excites her.
The Explorer stumbles upon The Chocolate Moose while wandering through the neighborhood. The idea of a chocolate passport immediately excites her.
The Explorer stumbles upon The Chocolate Moose while wandering through the neighborhood. The idea of a chocolate passport immediately excites her.
Has a deep love for storytelling through sensory experiences.
Has a deep love for storytelling through sensory experiences.
Has a deep love for storytelling through sensory experiences.
Finally, we chose the Fan Favorite
—low-risk, easy to implement,
and with the greatest potential reward.
Finally, we chose the Fan Favorite
—low-risk, easy to implement,
and with the greatest potential reward.
Finally, we chose the Fan Favorite
—low-risk, easy to implement,
and with the greatest potential reward.
And A Service Architecture that works around the bottle Necks
And A Service Architecture that works around the bottle Necks
And A Service Architecture that works around the bottle Necks
Key Improvements
Key Improvements
Key Improvements
Pre-checkout interactions are distributed
(sampling, questions, exploration) to reduce last-minute decision-making.
Chocolate Passport runs in parallel
Allowing stamping and rewards before reaching the register.
Staff complete orders and issue rewards early
smoothing checkout flow.
Backstage marketing and inventory prep
ensure shelves are ready, minimizing delays.
Support systems (payment, shipment, tracking)
streamline backend processes at checkout.
Staff training and quality control
reduce service errors and time spent resolving issues.
Website and signage assist decision-making
lowering customer reliance on in-person help.
Pre-checkout interactions are distributed
(sampling, questions, exploration) to reduce last-minute decision-making.
Chocolate Passport runs in parallel
Allowing stamping and rewards before reaching the register.
Staff complete orders and issue rewards early
smoothing checkout flow.
Backstage marketing and inventory prep
ensure shelves are ready, minimizing delays.
Support systems (payment, shipment, tracking)
streamline backend processes at checkout.
Staff training and quality control
reduce service errors and time spent resolving issues.
Website and signage assist decision-making
lowering customer reliance on in-person help.
Pre-checkout interactions are distributed
(sampling, questions, exploration) to reduce last-minute decision-making.
Chocolate Passport runs in parallel
Allowing stamping and rewards before reaching the register.
Staff complete orders and issue rewards early
smoothing checkout flow.
Backstage marketing and inventory prep
ensure shelves are ready, minimizing delays.
Support systems (payment, shipment, tracking)
streamline backend processes at checkout.
Staff training and quality control
reduce service errors and time spent resolving issues.
Website and signage assist decision-making
lowering customer reliance on in-person help.
Value Flow
Value Flow
Value Flow
Analyzing how this could stand as a Service itself
—What if it Can't? It Can.
Analyzing how this could stand as a Service itself
—What if it Can't? It Can.
Analyzing how this could stand as a Service itself
—What if it Can't? It Can.
We’re
Aligned
We’re
Aligned
We’re
Aligned
We’re
Aligned
We’re
Aligned
We’re
Aligned
Chocolate Passport increases retention & visit frequency
Chocolate Passport increases retention & visit frequency
Chocolate Passport increases retention & visit frequency
Social sharing & gifting potential attracts more customers
Social sharing & gifting potential attracts more customers
Social sharing & gifting potential attracts more customers
Generates actionable customer data
Generates actionable customer data
Generates actionable customer data
Targeted marketing from data creates new customers
Targeted marketing from data creates new customers
Targeted marketing from data creates new customers
ENGAGEMENT
ENGAGEMENT
ENGAGEMENT
USER DATA
USER DATA
USER DATA
HIGHER SALES
HIGHER SALES
HIGHER SALES
CUSTOMERS
CUSTOMERS
CUSTOMERS
Embark on a journey of discovery through your taste buds.
Embark on a journey of discovery through your taste buds.
Embark on a journey of discovery through your taste buds.
Discover chocolate from around the world.
Unlock rewards as you explore beyond the familiar.
Discover chocolate from around the world.
Unlock rewards as you explore beyond the familiar.
Discover chocolate from around the world.
Unlock rewards as you explore beyond the familiar.
Why Not Adopt the Chocolate Passport?
Why Not Adopt the Chocolate Passport?
Why Not Adopt the Chocolate Passport?
WITH CHOCOLATE PASSPORT
WITH CHOCOLATE PASSPORT
WITH CHOCOLATE PASSPORT
$36 ($12 × 3)
$36 ($12 × 3)
$36 ($12 × 3)
10% increase in avg. spending
10% increase in avg. spending
10% increase in avg. spending
REVENUE = ~$40
REVENUE = ~$40
REVENUE = ~$40
WITHOUT CHOCOLATE PASSPORT
WITHOUT CHOCOLATE PASSPORT
WITHOUT CHOCOLATE PASSPORT
$12
$12
$12
REVENUE = ~$12
REVENUE = ~$12
REVENUE = ~$12
Metric
Metric
Metric
Estimate (Year 1)
Estimate (Year 1)
Estimate (Year 1)
Program Cost
Program Cost
Program Cost
$2,000-$4,000
$2,000-$4,000
$2,000-$4,000
Revenue
Revenue
Revenue
$40,000-$60,000
$40,000-$60,000
$40,000-$60,000
ROI
ROI
ROI
1,000-1,600%
1,000-1,600%
1,000-1,600%
Customer Retention
Customer Retention
Customer Retention
+15-25%
+15-25%
+15-25%
Avg. Spend Increase
Avg. Spend Increase
Avg. Spend Increase
+10-20%
+10-20%
+10-20%
Estimate (Year 2)
Estimate (Year 2)
Estimate (Year 2)
$4,000-5,000
$4,000-5,000
$4,000-5,000
$50,000-$55,000
$50,000-$55,000
$50,000-$55,000
800-1,200%
800-1,200%
800-1,200%
+25-45%
+25-45%
+25-45%
+15-22%
+15-22%
+15-22%
Estimate (Year 3)
Estimate (Year 3)
Estimate (Year 3)
~$2,000
~$2,000
~$2,000
$40,000-$45,000
$40,000-$45,000
$40,000-$45,000
700-1,000%
700-1,000%
700-1,000%
+30-50%
+30-50%
+30-50%
+18-22%
+18-22%
+18-22%
Estimate (Year 4)
Estimate (Year 4)
Estimate (Year 4)
~$3,000
~$3,000
~$3,000
~$50,000
~$50,000
~$50,000
800-900%
800-900%
800-900%
+32-45%
+32-45%
+32-45%
+19-23%
+19-23%
+19-23%
Estimate (Year 5)
Estimate (Year 5)
Estimate (Year 5)
Repeat Cycle
Repeat Cycle
Repeat Cycle
< ~$50,000
< ~$50,000
< ~$50,000
< ~900%
< ~900%
< ~900%
< 35%
< 35%
< 35%
< 15%
< 15%
< 15%
*Based on Population Peaking Size
*Based on Population Peaking Size
*Based on Population Peaking Size
*Based on Cyclic Local College Graduation Class
*Based on Cyclic Local College Graduation Class
*Based on Cyclic Local College Graduation Class
PASSPORT
PASSPORT
PASSPORT
$8-$12 (includes 3 tastings)
$8-$12 (includes 3 tastings)
$8-$12 (includes 3 tastings)
BUNDLES
BUNDLES
BUNDLES
$18-$22 “Around the world” flight
(6-8 chocolates + passport)
$18-$22 “Around the world” flight
(6-8 chocolates + passport)
$18-$22 “Around the world” flight
(6-8 chocolates + passport)
REWARDS
REWARDS
REWARDS
Complete passport for premium chocolate or special discount
Complete passport for premium chocolate or special discount
Complete passport for premium chocolate or special discount
Irresistible Returns that Sets a Higher Base Level
Irresistible Returns that Sets a Higher Base Level
Irresistible Returns that Sets a Higher Base Level
Passport
Passport
Passport
Setting the New Standard
Setting the New Standard
Setting the New Standard
Jan.
Jan.
Jan.
Dec.
Dec.
Dec.
June
June
June
Mar.
Mar.
Mar.
Sep.
Sep.
Sep.
Original
Original
Original
Buy international chocolates, collect stamps, earn rewards.
Buy international chocolates, collect stamps, earn rewards.
Buy international chocolates, collect stamps, earn rewards.
How will this catch on?
How will this catch on?
How will this catch on?
INTERACTIVITY
INTERACTIVITY
INTERACTIVITY
In-store displays, tasting events, “passport parties”
In-store displays, tasting events, “passport parties”
In-store displays, tasting events, “passport parties”
REFERRAL PROGRAMS
REFERRAL PROGRAMS
REFERRAL PROGRAMS
“Bring a friend, earn a stamp.”
“Bring a friend, earn a stamp.”
“Bring a friend, earn a stamp.”
PERSONALIZED OFFERS
PERSONALIZED OFFERS
PERSONALIZED OFFERS
Birthday rewards based on passport activity
Birthday rewards based on passport activity
Birthday rewards based on passport activity
Avg. Returns
Avg. Returns
Avg. Returns
≈250%
≈250%
≈250%
Service Brand Pitch Process
Service Brand Pitch Process
Service Brand Pitch Process
Re-Initating the Brand and Identity, The Focus?
—Setting that New Standard and Using it as Momentum
Re-Initating the Brand and Identity, The Focus?
—Setting that New Standard and Using it as Momentum
Re-Initating the Brand and Identity, The Focus?
—Setting that New Standard and Using it as Momentum
The Branding Process
The Branding Process
The Branding Process
Advertisement Video & Poster Process
Advertisement Video & Poster Process
Advertisement Video & Poster Process
Advertisement Video & Poster Finale
Advertisement Video & Poster Finale
Advertisement Video & Poster Finale
Customer Discovery & Engagement Flow
Customer Discovery & Engagement Flow
Customer Discovery & Engagement Flow
we created a seamless, unified experience that shaped the final optimized flow.
we created a seamless, unified experience that shaped the final optimized flow.
we created a seamless, unified experience that shaped the final optimized flow.
with some initial Storyboarding
with some initial Storyboarding
with some initial Storyboarding
and Some Promotional poster Drafting
and Some Promotional poster Drafting
and Some Promotional poster Drafting
By combining the immersive storytelling of the first flow —
By combining the immersive storytelling of the first flow —
By combining the immersive storytelling of the first flow —
the personalized engagement of the second —
the personalized engagement of the second —
the personalized engagement of the second —
and the loyalty-building incentives of the third —
and the loyalty-building incentives of the third —
and the loyalty-building incentives of the third —
Interactive Chocolate Experience Flow
Interactive Chocolate Experience Flow
Interactive Chocolate Experience Flow
Post-Purchase Loyalty & Incentive Flow
Post-Purchase Loyalty & Incentive Flow
Post-Purchase Loyalty & Incentive Flow
Our Focus:
Our Focus:
Playful & handcrafted style that reflects Chocolate Moose’s adventurous brand personality.
Organic shapes evoke a sense of breaking the mold and going beyond the ordinary.
Approachable and friendly feel, perfect for inviting customers to explore new flavors.
Unique character design aligns with the spirit of tasting and discovering the world’s sweetest treats.
Emphasizes exploration and indulgence — encouraging customers to unwrap the world one bite at a time.
Playful & handcrafted style that reflects Chocolate Moose’s adventurous brand personality.
Organic shapes evoke a sense of breaking the mold and going beyond the ordinary.
Approachable and friendly feel, perfect for inviting customers to explore new flavors.
Unique character design aligns with the spirit of tasting and discovering the world’s sweetest treats.
Emphasizes exploration and indulgence — encouraging customers to unwrap the world one bite at a time.
Our Focus:
Playful & handcrafted style that reflects Chocolate Moose’s adventurous brand personality.
Organic shapes evoke a sense of breaking the mold and going beyond the ordinary.
Approachable and friendly feel, perfect for inviting customers to explore new flavors.
Unique character design aligns with the spirit of tasting and discovering the world’s sweetest treats.
Emphasizes exploration and indulgence — encouraging customers to unwrap the world one bite at a time.
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
Chocolate Passport
The End
The End
The End
“We Hoped you had a Great Jounrey with us so far”
“We Hoped you had a Great Jounrey with us so far”
“We Hoped you had a Great Jounrey with us so far”
-The Oompa Loompa Team
-The Oompa Loompa Team
-The Oompa Loompa Team