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Interview with Gong Cha USA CA |
Home > Designer Interviews > Gong Cha USA CA |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Gong Cha USA CA (GCUC) for A’ Design Award and Competition. You can access the full profile of Gong Cha USA CA by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
GCUC: Gong cha has always been committed to building a company with user-centered design as a multi-national brand. Not only does Gong cha focus on selling products and providing excellent service but it’s also actively interested in connecting with its customers. The brand invites customers to actively participate in shaping Gong cha’s tea culture and seeks to build lifelong customer relationships. One of the core values that Gong cha presents is empathy. Empathy is the foundation of design thinking, which allows the brand to understand, connect and relate with customers. This core value has revolutionized the company's product development, franchise business development, talent recruitment, market research, store opening strategy, peer competition, and brand building.
FS: Can you tell us more about your company / design studio?
GCUC: Design theory into practice Developing the customers' experience for any project requires a combination of capabilities, skills, and talented people from different departments. Gong Cha practices the "Braided" Design model - three elements, including design, business strategy, and technology, all pass through the five stages of the design process: Frame, co-create, prototype, validate, and govern. First, the company reframes the problem, defines the value proposition, and identifies data and technology. Then, skillful people from different departments make decisions to ensure design and business strategy align, deliver value and prioritize the customer experience. All new projects begin with the team. Depending on the subject of the project, Gong cha selects individuals with the recommended skill set from various departments, such as design, engineering, operations, R&D, marketing, business, and project management. The selected individuals are invited to a kick-off meeting to meet the team and begin a collaborative discussion about the project. For example, the design department consists of researchers and people with a background in user experience, industrial design, interior design, interaction and visual, service design, and rapid prototyping designers. The selected team will discuss the project goals, practices to implement, and the user's needs and metrics to meet the project's requirements. Using the project management software known as "Asana", tasks are created, assigned, and observed amongst the team. Team members can view the project's description, progress, and feedback. The software also enables prompt communication within the team, from general questions and concerns to finalizing decisions. With collaborative efforts from diverse departments, they can raise questions or provide insight about customers and franchisees, and together, the team can develop relevant and inspiring solutions.
FS: What is "design" for you?
GCUC: Bringing humanity and empathy to the brand An essential part of running a design-led company is verifying that the right people with the right skills are in the right places. The first step is to ensure that the lead designer has secured a place in the strategy-setting process and is responsible for advocating the consumers' demands. The lead designer must incorporate the consumer's perspective into crucial decisions, develop goals that benefit the consumers, and lead the company's way of thinking about how these decisions affect consumers' culture. Designers should be involved in product or service development and devising a problem-solving procedure based on customer experience. With this involvement, designers play an active role in connecting multiple functions and extending customer-centric empathy to numerous organizational positions. For example, in the digital domain, designers contribute to customer digital experience prototypes and user A/B testing, improve products based on user feedback, and validate the product. In addition, before a new product is released or a new store opens, designers ensure that the experience is consistent across all customer touchpoints, from product imagery to packaging to social media marketing, web design, e-commerce, and brick-and-mortar storefronts. Improving the brand experience demands empathizing with customers in all areas. Companies need to focus on all customer-related data, such as website traffic, customer satisfaction, customer retention, and understanding the customer's demand and potential issues. The goal is to deepen the relationship between customers and the brand progressively.
FS: What kinds of works do you like designing most?
GCUC: Diverse Challenges Gong Cha has various products and services, each with its unique challenges. From core products, seasonal drink recipes, marketing materials, social media, web pages and apps, in-store ordering systems, interior design, event exhibitions design, merchandise design, service design, and design strategy. Each project constantly introduces a new form of technology that brings forth unique insights and imaginative thinking.
FS: What is your most favorite design, could you please tell more about it?
GCUC: Tea room interior design Gong cha invites customers, store managers, tea makers, account managers, designers, and interior designers to develop prototypes for a better tea house interior design. The project's objective is to speed up the tea maker's workflow by streamlining operations and shortening customer waiting time. Gong Cha uses lighting and visual cues to guide customers to the brightest by starting at the ordering counter. Customers can browse the marketing materials and tv menus while in a queue. After the customers have ordered their meals, the pick-up counter is usually located at the end of the ordering station, allowing customers to walk by tables and chairs. This efficient approach lets customers decide where to sit and enjoy their drinks when waiting for their order. Another favorite design of Gong cha would be the location of the trash cans. In general, trash cans are installed near the store entrance. This method allows customers immediate disposal upon leaving the vicinity. However, Gong cha developed hidden trash cans that satisfy the store's aesthetics, the tea maker's workflow, and the customers' flow. The individuals of Gong cha agreed that having a trash can embedded in a dedicated space such as the pick-up counter provides efficient space and operations. With this method, customers can take their order and consume immediately, if desired, by disposing of the wrappings of bamboo straws during pick-up. At the same time, tea baristas can take advantage of the nearby trash can that requires disposal during operations, such as used tea leaves or empty containers. Overall, this hidden feature benefits both the customers and tea makers.
FS: What was the first thing you designed for a company?
GCUC: At the beginning of Gong cha's establishment, red and white color coordination was commonly used and considered the "traditional tea house" appeal. As Gong cha expanded and gained global recognition, the branding needed to revitalize and adapt to an ever-changing culture. The company adopted a more modern and stylized appeal but maintained the traditional feel. During the new store design phase, Gong cha started to include natural and simplistic features such as wooden textures and sleek, minimalist fixtures and furniture, all while keeping the traditional brand colors of Gong cha as accent colors. As a result of this transformation, the brand attained a harmonious and welcoming environment for workers and customers, signifying Gong cha's commitment to "Brewing happiness".
FS: What is your favorite material / platform / technology?
GCUC: The simplest yet most effective and favored material Gong cha has ever implemented in its interior design is beige, natural wooden texture. Before the rebranding structure, the company utilizes red and white color schematics and large graphics and patterns for its products, staging a busy yet, old-fashioned environment. Incorporating natural wooden elements into the walls, counters, and ceiling around the seating area emits a sense of calmness, warmth, and comfort. And when combining the wooden texture with ivory countertops generates a brighter and cleaner appearance for both loyal customers and curious onlookers to walk in and enjoy.
FS: When do you feel the most creative?
GCUC: Brainstorming Gong cha organizes a brainstorming session with the team whenever a new project starts. The team is assembled based on individuals who are well-suited for the project. Using individuals with diverse backgrounds and unique capabilities but sharing the same goal. Team members will generate creative ideas and implementation during this session while addressing possible issues. After a thorough discussion, there will be a series of plans and backups while imagining multiple solutions. During the brainstorming stage, there are two distinct critical phases. In the first phase, team members are encouraged to bring up all possible ideas, free of judgment, to get the project going. The number of concepts during this phase is essential as it increases the likelihood of innovative solutions. In addition, this phase helps the team to understand and develop the project's conceptual map. The next stage is integration. So after the conceptualized idea has a map with a general direction, the team can begin analyzing, integrating, synthesizing, and exploring possible prototypes. When a prototype is finalized, the next step is to schedule a trial run for initial testing. Finally, the team invites customers and decision-makers to participate in the prototype testing. For example, the team will host a focus group to understand what prototype features are crucial, what areas of improvement, and more. After testing many variations of prototypes, the team would host a voting session. And after voting, the focus group will explain how they came to their results and share their opinions and feedback. The primary end goal for this stage is to earn the support of the decision-makers. The creative teams must implement these guidelines when creating an environment that encourages creativity. 1. Set a time limit, usually between 15-60 minutes. 2. Creative Brief: Clearly define goals, users, problems, and plans. 3. Avoid Criticism: No one should be negative about ideas. 4. Encourage strange and wild ideas: Keep an open mindset and safe space so everyone can express their opinions freely. 5. Aim for quantity. 6. Say more "and" say less but: Building one idea on top of another, members have expanded on the ideas of others to gain new insights. Precautions Overall, brainstorming sessions will ignite team synergies and encourage collective thinking for finding various potential solutions. Unlimited thinking and openness can result in challenging effects. A common risk would be that discussions would go off-topic. Team members should focus on ensuring a healthy, centered atmosphere while staying on track with the goal in mind.
FS: Which aspects of a design do you focus more during designing?
GCUC: User experience Imagine being a customer and purchasing a drink at one of Gong cha's stores and a store manager handling the store like a well-oiled machine, fulfilling orders left and right while greeting customers walking in with a smile. Gong cha believes delivering a high-quality customer experience is the main competitive advantage. From a simple transaction of selling our signature pearl milk tea to establishing a relationship with others with warm gestures, we build a foundation of loyal customers who, in return, become fans of the brand and possibly join our franchise operation. To build on customer relations, Gong cha focused on new technological features. One of them is its online ordering and delivery services via Applova. Since its launch, Gong cha's website traffic has increased by 113%. Another new execution was optimizing its POS and customer loyalty program via Fivestars, which resulted in an increase of new member sign-ups by 131%. The Gong cha brand is constantly developing innovative ways for maximum efficiency for the growing list of franchisees. From SOP Product Guide Books and Training Videos, franchisees use and understand how to make the latest seasonal products and maintain service consistency. Gong cha has also launched a series of interior designs and different concepts for new developments. The biggest question for all businesses is, "Is it worth investing in design?" While the metrics for design ROI are notoriously elusive, their value has shown its worth. With such high-quality design and branding, Gong cha has expanded internationally with nearly 250 store openings in the past year. These numerous worldwide openings proved the significance of designs. Overall, Gong cha is committed to continuously improving this route of innovation. This core competency drives business growth and competitive advantage.
FS: What kind of emotions do you feel when you design?
GCUC: Initially, the excitement of introducing new designs comes to mind, especially for new ideas. Designers would have unlimited imagination about the aspects to produce high-quality designs such as colors, feelings, themes, and goals. At the same time, designers would remain thoughtful by ensuring the design fits and meets the customers' wants or is informative for new customers.
FS: What kind of emotions do you feel when your designs are realized?
GCUC: When the designs are officially recognized, there are feelings of exhilaration and success. The designs undergo a long process, starting from planning to revisions to prototypes, a lot of effort, thought, and love goes into the design. When seeing the official product launched and made available for the customers, Gong cha can't help but feel proud of this achievement and delighted to share it for all to enjoy.
FS: What makes a design successful?
GCUC: Truly understand the customer. Gong cha insists on being customer-centric and making executive-level decisions to consider the impact on customers. Gong cha is not just figuring out what the customers want but more on the reasoning of the customers' motive, the "Why?" Gong cha apprehends the cross-benefit of logical data and empathy to understand customer behavior. Gong cha utilizes focus groups by conducting one-on-one interviews, general consumer observations, and researching marketing to observe, listen, and understand how customers and franchisees experience the product. Gong cha plans out the user journey by understanding the motivation of others, their troubles and concerns, and possible opportunities to create delightful experiences. For example, in the Product R&D department of Gong cha, the lead developer would observe the consumption trend of the consumers. Which main factors are essential for the consumers to choose their drinks such as the most preferred, the cost value, and other factors such as health and environmental sustainability. For fruit-related and vegetarian products, Gong cha let the consumers understand the raw materials used to make each drink. Each product will have nutritional labels and allergens available when requested by the consumers. Another example is the storefront design process. Understanding and designing an efficient operation flow, Gong cha would conduct many interviews with multiple store employees for feedback. Designers would keep in mind all factors from top to bottom like appropriate storage cabinets to easy-to-clean tiles for general maintenance while keeping in mind the store's aesthetics. Gong cha uses consumer observation to focus on improving customer flow. From customer behaviors and usage patterns such as payment processing to waiting and picking up the order and then recycling, Gong cha discovered that consumers do not want to open another member account or collect stamp cards. Customers want to have an account that's linked to their phone number and/or credit card, a reward membership similar to other popular brands. This way whenever they visit any Gong cha stores, they can accumulate points from their purchases and use or save up points to redeem a prize they want. Gong cha provides accordingly to the consumers' needs and hones on service experience.
FS: When judging a design as good or bad, which aspects do you consider first?
GCUC: Data-driven design Gong Cha is constantly learning from past products, designs, and services. Design is a continuous improvement by listening to consumer feedback, testing prototypes, and improving. The core of success is that good design can be physical, digital, environmental, service, and commercial. Although excellent products and services can bring obvious business benefits, consumer expectations are rapidly rising because of the advent of the digital age. As a result, only the best design can stand out in the market. How can companies continue to introduce better design? How do you measure the business value brought by design? How does an enterprise conduct design management? What design actions should business leaders take to enhance business value? The leadership of the Gong Cha organization takes all design decisions related to the brand, such as brand image or store design. Design can be as rigorously measured and standardized as time, cost, drink ingredients, and recipes. Combining physical products, digital products, and services provides companies with new opportunities for a range of brand experiences. For example, Gong Cha is not just about brewing fresh tea every four hours. Instead, guests can adjust the sweetness and ice cubes according to their preferences (the service elements). Customers can also browse the menu online, order through the web, and follow social media for new product announcements (digital elements) to remind customers of the brand and encourage customers to order again.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
GCUC: Social Responsibility in Design The designer's goal is to provide users with an unparalleled user experience. Dedicated to detail, meticulous attention to every detail and every interaction experience to create an actual, physical, emotionally positive experience that the product brings to the user. Design acts as a medium between the mind and the physical world. Social responsibility in design is the designer's respect and concern for the individual and the well-being of people. Good design is design committed to the greater good of humanity. Ethical and social responsibility in design is essential. Cultural responsibility in design involves considering the contexts, histories, languages, customs, cognitions, habits, behaviors, and characteristics unique to a particular group. For example, concepts and visual languages may be derived from a specific culture but may have different connotations in another culture. So good design must consider the cultural context so that the ideas expressed cannot be misunderstood. Design thinking is the art of combining technology and culture, dedicated to integrating knowledge of nature, society, and humanities into the ability to solve design problems. Design plays a central role in creating a sustainable civilization from material dimensions such as product design, architecture, industrial design, and regional planning, and immaterial dimensions such as conceptual design, communication design, and brand design. From this, a holistic worldview is generated.
FS: How do you think the "design field" is evolving? What is the future of design?
GCUC: Advocating User-Centered Design - Design Thinking Brands continue to explore design thinking and how to incorporate design thinking into company practices. A common obstacle is that people think that design is all about aesthetics - such as graphics, colors, typography, and fonts. Simple beauty can enhance a product's user experience, but the meaning of design thinking is more than that. Traditionally, many product conferences will start to seek solutions based on what customers want. In the new design method, users are invited to participate in the design process, immediate response to customer feedback and rapid learning, and update as part of the design journey. Design thinking is the key to building a brand. Brands must ensure a great experience across all customer touchpoints - from social media promotions, website introductions, the customer's in-store buying experience, and online ordering delivery apps to long-term brand advocates. Design thinking advocates developing deep empathy for customers and creating solutions that fit their needs. To meet the growing expectations of consumers, the future is expected for senior executives to incorporate design thinking Integrated into the formulation of business strategy strategies.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
GCUC: We are planning exhibitions with the A'Design Award in the next few months.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
GCUC: Inspiration comes from clients The question every company keeps asking again is, do we really know what our customers want? Gong Cha is committed to creating an experience that people love, solving problems through a user-centered perspective, and discovering opportunities that can delight customers, give customers a top-notch tea-tasting experience, and serve lessons. Design thinking enables Gong Cha leaders to think about their products from different angles. A user-centric approach is to deeply understand the decision-making process and market of consumers and convert them into products and services that customers really want. Take the launch of vegan beverages as an example. In market research, we aimed to explore consumers What are the consumption determinants, motivations, and barriers when choosing to buy vegan beverages, and what are the important product attributes? On the surface, the terms vegan and plant-based may appear to be the same, but survey results show that consumers do not look at them in a different way. Consumers tend to see 'plant-based' as a more positive dietary choice, while 'vegetarian' is generally associated with serious commitment, such as for religious reasons, animal rights, or environmental conservationism. Simply choosing words carefully in the company's marketing advertisements and changing the dialogue can make the products more delicious. Every service and product design of Gong Cha comes from the observation of customers. Create an organization that supports creative ideas Creating an environment that supports creativity and nurturing top design talent within Gong cha Enterprise is another important aspect of building a successful brand. Retaining good design talent is not just about bonuses or career advancement. Projects, environments that support innovation, and the right to speak at conferences with different departments. The design has touched many facets of business: beverage formulation, design research, market research, human-computer interaction, interior design, consumer psychology, and behavioral economics, ultimately influencing design strategy, and the development of innovative business models. For most companies, T-hybrid designers work cross-functionally while retaining their empathy for consumers and the depth of their thinking about products. Employees who can influence consumers through their work.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
GCUC: “Gong cha” is a Chinese term for the act of offering the best tea to the emperor. It represents teas and beverages of the highest and finest quality, fit for royalty. Today, Gong cha is dedicated to the same principle of providing premium products to its customers around the globe. Gong cha promises to inspire the human spirit and create happiness with a perfect cup of tea. The symbol mark of the Gong cha logo is a representative visual value, as the seal of the emperor to further convey the brand concept. The color of the Gong cha symbol mark is Gong cha Emperor's Seal Red and Gong cha Pearl Brown. The brand color scheme inspires by the tea-making process, the primary color is Gong cha Emperor's Seal Red, and the secondary colors are Gong cha Pearl Brown, Gong cha Water Blue, Gong cha Leaf Green, and Gong cha Milk Beige. The brand design patterns of Gong cha are fundamental key visuals that can show the brand image and tell the stories behind it. The four elements that make up good tea have been simplified into patterns, creating images of Gong cha that can be used for multiple applications. On the interior side, we emphasize a comfortable first impression and the attractiveness of logo design by using the point colors of Gong cha. The facade uses three key color Gong cha Emperor's Seal Red, Ivory white, and Gong cha Pearl Brown. For the hall, counter, and kitchen use Gong cha key color, natural wood, and warm tones with tea story illustration, brand signature pattern, and tea photography. Learn more about Gong cha Brand: https://gong-cha-usa.com/brand/our-story/
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
GCUC: When designing products and services that appeal to a global audience, things get tricky quickly. After all, what works in one market may not work in another. The needs of people from different cultures and backgrounds vary noticeably. Even seemingly universal concepts can have different meanings depending on the local culture and habits. Managing these design challenges effectively is a must for any company that wants to succeed in the global marketplace. Being an international brand is no easy feat. It requires global brands to localize their growth strategy, where the real challenge begins. Gong cha must adapt our products to local needs and customs to operate in different markets while maintaining a unified brand image across all locations. This can be tricky because every country has its cultural norms, means of communication, and methods of expression. We must navigate these unique circumstances while staying true to Gong cha's brand identity and maintaining a single overarching brand message.
FS: How do you work with companies?
GCUC: 01 Articulating Design Decisions: Communicate with Stakeholders 02 Define the ROI of the design 03 Build confidence within an organization 04 Design Validation vs. Verification. There is no questioning the value of a good working relationship in any industry. This is all the more true for designers, who are often seen as volatile and eccentric individuals. To work with a company effectively, a designer must balance their creativity with business acumen and strategic thinking. In most cases, designers thrive on partnerships and collaboration because it allows them to expand their skill set and expose them to new opportunities. As an independent designer operating primarily in isolation, a partnership can be challenging from day one. Still, designers will see even more significant benefits when they learn how to work with other entities successfully. Articulating Design Decisions: Communicate with Stakeholders At the heart of every design decision is a question of communication. The best designers can see the problem entirely and then create a solution that elegantly and efficiently solves it. This requires engaging with stakeholders and conveying the rationale for each design aspect. With this in mind, we can see how different stakeholders will require different levels of communication. A designer who works with engineers or IT specialists will likely want to communicate the design in a technical language. Stakeholders who are more focused on the business side of the design may want to know how the design fits into their marketing strategy. In each case, a designer should focus on communicating their design in a way tailored to their stakeholders' needs. Define the ROI of the design When it comes to design, it can be challenging to define its ROI in a way easily quantified and understood by stakeholders. First, you’ll need to consider the project's importance within the broader context of the organization. Does this project potentially be a game-changer, or is it just a minor improvement? Next, you’ll want to work with your stakeholders to define metrics to measure success. Considering the level of your stakeholders' satisfaction and the time it takes to design and implement their product without additional costs or time overruns when measuring the design's success is crucial. Build confidence within an organization Design can build confidence within an organization in several ways. First, it can inspire creativity and innovation within the organization through its products and design process. Second, it can give employees and stakeholders a visual representation of what they’re trying to accomplish. And finally, design can provide an easy and immediate way for people to give feedback on the product. Design Validation vs. Verification. Design validation and verification are two different things. Design validation is about ensuring the design is going in the right direction, while verification is about having concrete data that backs up your design. Design validation may involve user testing, feedback from stakeholders, and other external awards, press releases or newspapers. Conclusion You’ll always want to work closely with your clients as a designer. This is crucial during the design process, as it will help you navigate changes in the design and ensure that everyone stays on the same page. When designers and companies work together, they create something unique and new. It’s important to remember that this is a two-way street. The designer can significantly benefit from their client’s input and knowledge, and vice versa. Ultimately, it’s in the best interests of both parties to foster a strong working relationship that benefits both parties equally.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
GCUC: A company’s user experience is how customers perceive its brand, product, or service. When users have a positive experience interacting with the brand, they are more likely to return and recommend it to others. How designers and other team members interact with users impacts the final product. When designing products and services for specific user groups, companies should hire designers who better reflect those users. A diverse team helps create a better and more inclusive user experience. Designers are responsible for understanding and meeting the needs of users. And yet, to create genuinely relevant experiences, designers need to understand and reflect on their users’ identities, including race, ethnicity, gender identity, religion, sexual orientation, and socioeconomic status. However, it can be difficult for hiring managers to prioritize hiring designers who better reflect their target users because we tend to hire people like us. Design leaders need to be aware of this challenge and look for designers to reflect the communities that companies are designing for. When teams are made up of people from different backgrounds and identities, they are more likely to come up with more inclusive solutions for a broader range of people. For more than fifty years, design has focused on the heroic designer, celebrating and focusing on authorship and the genius of a single person. Today, the design team must move past ego and embrace a changing power structure. Designers have enormous power in creating products that are helpful to the people who use them. With the rise of technology and shifting constructs of work and tools, the design industry has increasingly recognized the need to bring greater inclusivity. It’s essential that design leaders bring awareness to inequity and make efforts to create change toward a more representative and inclusive industry. As the world becomes more globally connected and accessible. Increasing team diversity allows companies to bridge the gap between cultures and countries. This makes for broader spectrums of creativity and innovation and builds a new foundation of empathy and understanding.
FS: Can you talk a little about your design process?
GCUC: Good design is fast. Gong Cha generates rapid prototyping design, brings products to market quickly, and updates frequently based on adjustments based on real customer feedback. Gong Cha practices MVP (minimum viable product), which means a minimum viable product Enter the market, learn better from customer feedback, integrate user feedback, and then build and release the next version. Take Applova ordering and delivery software as an example: 2020 In response to the COVID-19 pandemic, brick-and-mortar storefronts closed. Tribute Tea immediately released its online ordering and delivery software. Then he optimized the function from user feedback. Another example of rapid prototyping is that Gong cha often launches high-quality beverages that meet local people’s favorites according to local beverage trends and tastes and launches the market as soon as possible. After three months, another series of seasonal beverages will be launched, according to Sales retain top-selling beverages and remove less popular flavors. Rapid prototyping is essential to get substantial feedback and avoid costly mistakes. In our experience, this approach is used to optimize beverage items, products, or service best meets the expectations of consumers.
FS: What are 5 of your favorite design items at home?
GCUC: 01 Gong cha cup: the white/black font that appears depending on the drink ordered 02 Gong cha red lid caps: Gong cha made its recyclable strawless lids, cap with our trademark color contrasted white cup stands out compared to other coffee/tea brands 03 Gong cha merchandise: In-store artwork to educate customers about the tea story 04 Gong cha merchandise: Compostable sugarcane straw - environmentally friendly
FS: Can you describe a day in your life?
GCUC: The world of design is changing rapidly because it needs to keep up with technology and new trends faster than ever before. So the role of designers has also changed along with it. Today’s designers might code, collaborate with engineers, manage projects, build prototypes from 3D models using laser cutters…the list goes on! So What Does a Day in the Life of a Gong cha Designer Look Like? 8 A.M: Breakfast and check emails for feedback It’s recommended that designers wake up early to get their creative juices flowing and have time to process everything they have learned from the day before. It’s also a good idea to fit in some exercise to help manage stress and make room for clarity of thought. After my morning routine, check emails to see if there are any messages from managers or colleagues that require my attention. The sooner I respond, the more productive my day will be. 9 A.M: Morning design team meeting to understand today's tasks Meet with the design team or manager to understand what needs to focus on for the day. It’s important to stay on top of responsibilities and make sure I’m meeting the specified project deadlines. This is also a great time to ask teams what their feedback is and where they would like to see improvements. 10 A.M: looking for inspiration or create a use case or mood board Grab a notebook and start writing down ideas. A great way to get inspired is to look at other products and see what worked and what didn’t. Another way to get inspired is to create a use case and inspiration mood board. 12 pm: Lunch break and more email responding Try to take a break from the computer and have lunch with colleagues or friends to recharge. 1 pm: Brainstorming session A great way to generate new ideas is by hosting a brainstorming session by inviting design team members, product developers, and clients to attend and share their ideas. 2 pm: Work on the Design of Project 4 pm: Team meeting to provide and receive feedback and plan ahead At the end of your work day, hold a team meeting and provide and receive feedback on how the day went. Did we hit all project goals? Did we learn anything new from colleagues? Did someone solve a problem that I was stuck on? What can be done better tomorrow? This is also a good time to plan ahead for the next week and decide which tasks I need to work on.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
GCUC: How to measure the success of a designer? Many companies will ask about skills on a designer's resume, such as how many different design software they will use, or what kind of expertise a designer brings to the table such as photography, illustration...but in the creative field, it's more often invisible Assets that are hard to describe in words or in form create the most impact. Things like your empathy, your creativity, your big-picture perspective on an issue, your ability to be optimistic in every situation, or your ability to adapt to a case without a plan or structure.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
GCUC: According to the Bureau of Labor Statistics, advertising and marketing are among the fastest-growing job fields in the U.S. while that may seem like good news, it also means there is abundant competition for these roles. Being a designer is challenging — but ultimately rewarding — work. You need to have patience and perseverance because this career path will not be easy or glamorous all the time. Keep reading to see what it’s like to be a designer. The Good There are many perks to being a designer, including good pay, flexibility, and job satisfaction. Additionally, you get to use your creativity, problem-solving skills, and critical thinking to create beautiful designs. You’ll get to exercise your creative muscles and significantly impact your field, whether it’s designing websites, logos, advertisements, or print materials. The Bad Designers often work in isolation, and you can’t always plan how much work you’ll have on your plate. Being a designer can be stressful, especially if you’re trying to meet deadlines. Depending on your design job type, you may have tight deadlines to meet, and you may be working on multiple projects at once. This can be both rewarding and stressful, so it’s essential to have a way to keep your stress in check. The Ugly Being a designer means you have to deal with both the good and the bad of being in a creative profession. This means you might experience rejection, have to face criticism, or have to turn down projects you don’t have time for. Also, you have to deal with the ugly side of design, which is design theft and copyright infringement. Designers face an enormous amount of copyright infringement, and an overwhelming number of designers report copyright infringement. Designers need to be vigilant about protecting their work, and they should know what steps to take if they feel their work is being stolen. Summing up If you’re passionate about design and want to make a difference in the world, then being a designer could be the perfect career. Being a designer means long hours, lots of hard work, and often dealing with rejection and criticism. But it also means using your creative abilities to solve problems and create beautiful things. If you’re willing to put in the effort, you can become a designer and enjoy the many benefits of this rewarding career.
FS: What is your "golden rule" in design?
GCUC: The Teahouse Journey to Sustainability with Circular Design As sustainability efforts evolve, it’s essential for Gong cha to assess their progress and set new goals and timelines to keep going. This not only allows Gong cha to show their customers they’re headed in the right direction, but it also provides a tangible opportunity for employees to see how their efforts are making a difference. Gong cha, one of the multinational tea brands, has announced its tea-specific environmental goals, which include cutting down on its carbon footprint, increasing its use of recycled and renewable materials, and encouraging customers to bring their own reusable mugs and bags to reduce single-use items. By focusing on these three unique examples of circular design, Gong cha has created an experience that is not only sustainable but also comfortable and accessible for guests. Whether vegan and plant-based tea options or reusable packaging, each space feature is designed to be accessible and welcoming to all. Ethical sourcing in purchasing our ingredients, tea, and manufactured goods Before purchasing products for space, companies must ask themselves these questions to ensure they are sourcing items ethically. Does this product source positively impact the environment, its employees, and the surrounding community? For example, the tea offerings served at Gong cha are ethically sourced. The tea comes from a supplier in Taiwan that sources the product ethically by paying their employees a livable wage and supporting sustainable agriculture. The tea leaves are harvested when they are ripe, meaning the product is harvested when it’s ready for consumption. This is opposed to harvesting earlier to speed up the process and make the product available for sale sooner, which often leads to lower quality. Expanding plant-based tea and milk tea options The Gong cha’s teas are naturally sustainable and potentially have a long-term positive impact. The team realized they could do more. To expand their sustainable efforts, they added a selection of vegan-friendly and plant-based milk teas, such as soy milk teas, to the menu. These additions allow customers to enjoy a classic tea experience while still feeling good about their choice. Reduce and Reuse: Stainless Steel Reusable Straw Set, sugarcane straw, and Stainless-Steel Reusable tumbler The Teahouse is home to various experiences, from a quiet space with a cup of tea to a communal gathering. Gong cha added reusable stainless steel straws in the merchandise line and used sugar can straws instead of plastic straws to accommodate guests who would like to be more mindful of the items used. These items help guests minimize their waste before the experience even begins. They are also available for purchase to encourage long-term sustainable habits for those who frequent the space. Beyond the reusable straws, the team has also implemented reusable tumblers to encourage guests to bring their cups the next time they visit. Shifting away from single-use to reusable packaging The packaging that a product comes in isn’t just as important as the product itself; it’s an extension of that product. The Teahouse has prioritized shifting away from single-use packaging to reusable packaging. For example, their Earl Grey tea bag packaging is made of paper that is sustainably sourced and printed with soy-based inks. The soy-based ink, so the excess runoff doesn’t pollute the water supply.
FS: What skills are most important for a designer?
GCUC: Communication Skills Collaboration Skills Computer Skills Organizational skills Cultural Awareness Problem-Solving Skills Time Management Skills Visionary Skills Becoming a great designer will take time and effort, but the investment is worth it. The design industry is booming and there are now more job opportunities for aspiring designers than ever before. As a Gong cha designer, you need to be able to see things from different angles and understand how other people react to your work. You also need to be able to solve problems in an innovative way, think out of the box, organize your work in a logical manner, and much more. There are many roles that involve design as a primary focus such as being a graphic designer or interior designer, but these skills can be useful in almost any field and even any job (no matter what that might be). In a world of constant change and growing complexity, the ability to adapt quickly and effectively is more important than ever. Designers must be able to pivot in response to new information and unforeseen challenges. They must also be able to communicate effectively, work well in teams, and keep their projects organized. These are skills you might not think of as being directly applicable to a career in design, but they’re absolutely essential to thriving in today’s creative field. These skills will give you an edge over your competition when it comes to launching your career as a graphic or user experience designer. Design is more than just a job—it’s a mindset. As a designer, you see the world differently and are able to identify problems that others may not see. You can use your eye for detail and ability to recognize patterns in order to solve problems in a variety of ways. You probably know all this already. What you may not know is how these skill sets will help you succeed as a designer. If you want to become successful as a designer, it’s important to develop those skills that will set you apart from other designers—and give you an edge in the job market.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
GCUC: Designers are a visual bunch and creating meaningful things is what we love to do. As a designer, our job is to transform ideas into visual representations of those ideas. Whether we’re working on brand identity, websites, print materials, or software interfaces, everything must be designed with the user in mind. But when it comes to creating that perfect visual designer needs the right tools for the job. Creativity and innovation are both ongoing processes that require constant upkeep, a fact that is doubly true as technology continues to advance at breakneck speeds. In order to remain competitive as a designer, it’s important that designers have the right tools ready at their fingertips at all times. The following list covers some of the best tools for designers. The Best Tools for Graphic Designers A creative design is more than just a pretty picture. It’s also a strategic communication of information, a powerful branding tool, and a persuasive salesperson for your products or services. When it comes to the best tools for graphic designers, the software you choose will depend on your specific job duties. - Drawing and sketching - Let’s start with the basics. Every designer needs a sketchbook. Whether you’re sketching out storyboards for your next video, doodling ideas for a logo, or creating flow charts for a project management system — a sketchbook is the design tool you can’t be without. - Photo/Video editing - Adobe Creative Cloud includes Photoshop, Illustrator, Indesign, After Effects, Premiere Pro, Lightroom, Adobe Dimension...etc. Adobe Creative Cloud is the industry standard for photo editing software, used by both professional designers and startups alike. The Best Tools for Interactive UI/UX Designers If your job focuses more on the user experience (UX) side of the design spectrum, you’ll need a different set of tools. Interactive designers are responsible for mapping out the functionality of a website, app or software tool and ensuring it meets the needs of the user. The best tools for interactive designers include the following: - Drawing and diagramming software - For more advanced drawing and diagramming, you’ll want software like Adobe Draw, Microsoft Visio, Mirro, or other diagramming tools. Drawing and diagramming software is especially useful if you’re designing user interfaces (UI) or sitemaps for websites. - Prototyping software - One of the best tools for interactive designers is software for prototyping. This allows you to create a clickable prototype of a design with the click of a button. Prototyping software includes popular tools like Figma, Adobe XD, Axure, Mockplus, and Justinmind. When compared to design software, these apps are streamlined for a more user-friendly experience, making them ideal for interactive designers. You can create clickable mockups of your designs with a couple of clicks of the mouse and no code is required. - Code editor - While not all interactive designers need to know how to code, it is an essential skill for web designers. If you create and design websites but don’t know how to code, you can outsource this job to someone else. Code editors are specialized software for writing and editing code. These tools make it easy to write the code for websites, apps, e-learning courses, and more, so no matter what type of design you specialize in, a code editor is indispensable. - Design software - Design software like Adobe Creative Cloud makes it easy to design websites, create logos and branding, create diagrams and flowcharts, create illustrations and visualizations, edit photos, and more. Many of these tools are even integrated with each other, enabling you to design an entire project from start to finish entirely within one app. The Best Tools for Interior Designers Interior designers create layouts and designs for residential and commercial spaces. This type of design is all about functionality, so the best tools for interior designers are those that make their job easier. Some of the best tools for interior designers include: - 3D modeling software - If you’re an architect or interior designer, you’re probably used to sketching out your designs on paper. But for those who want to take their designs to the next level, 3D modeling software is the best tool for interior designers. - Design software - Design software is another must-have for interior designers. Tools like Adobe Creative Cloud used to create layouts, designs, and more. - CAD software - CAD (computer-aided design) software is another useful tool for interior designers, especially those in architecture. - Virtual reality (VR) - If you want to take your design process to the next level, consider designing in virtual reality (VR). The Best Tools for Design Managers If you’re managing design teams or projects, you’re probably already familiar with the best tools for designers. But specific tools are more essential for design managers than for designers. Some of the best tools for design managers include: - Project management software can be helpful for designers, but it’s even more essential for design managers. From managing team members and assigning tasks to keep track of the budget, project management tools are invaluable for managing design projects. - Communication tools - Designers need a platform for sharing designs and collaborating with their team members, but design managers need communication tools, too. These tools include everything from file management to video conferencing and everything in between.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
GCUC: With the ever-changing demands of clients, jobs, and projects, designers often find themselves jumping from one task to another with little breathing room in between. As a designer, time management is absolutely critical. Creative work is fluid, and it can feel like there are endless inputs and outputs that need to be managed. Designers need to juggle multiple tasks and deadlines at the same time. In this fast-paced world where technology advances at an alarming pace and the demand for design services continues to grow, designers today must find creative ways of managing their time so they can be more productive. At the start of every project, it’s important to identify the project goals and set the intention for what the company trying to achieve. Take a moment to write down three things: What problem are a company trying to solve? Why does it matter? And what is the desired outcome? This will help designer stay focused and remind them of the ultimate goal. The more designer know about the tools and software they’re using, the easier it is to work quickly and efficiently. Similarly, the people designer work with can impact the amount of time it takes them to do their job. When a designer plans a project, think about the big picture first. What are the components that go into the project? What do they look like? What do they include? How do they work together? What are the different stages of the project? By spending some time mapping out the big picture, designers can eliminate the distractions of smaller details and get the important stuff done. After defining the big picture, designers can think about the different steps and stages they go through and create a checklist for each one. Workflow checklists can help designers stay focused on the important tasks at hand and keep them from getting distracted by unimportant details. It’s often better to work in small chunks over a longer timeframe. Set timers for each task, and try to get through as much as they can in each time block. Designers are busy people, and it can be challenging to find time to create new things in a world that demands our attention at every turn. To stay on track, it’s important to manage creative workflow and approach design.
FS: How long does it take to design an object from beginning to end?
GCUC: When designing a project, the time it takes to get it from a rough sketch to a launch depends on multiple factors. Depending on the complexity of the project, its type, and particularities, as well as one’s personal skillset and preferences, the time it takes to design something can vary from one project to another. Every new idea has its own challenges and peculiar tricks that designers need to know in order to implement the plan successfully. Design research and planning Research and planning are the two most important stages of the design process. Using the internet, online surveys, 1 on 1 interview,s and the availability of all kinds of information, researching what you need to know about the market and users. Designers also need to plan projects in detail so that they can work out the cost of the design and create a budget for it. Designers need to know the cost of materials and their availability, as well as the price of hiring creative talent and subcontractors if necessary. When it comes to the length of research and planning, designers should take into account the time they spend reading articles and books, as well as watching online video tutorials. Designers also might want to include in their schedule the time it takes to plan out the design project in detail. The whole process of research and planning should take a few days to weeks at most. However, you might be working on a very complicated project that requires more time. Product Photography photoshoot Photography is the visual representation of the company and product. It needs to accurately reflect the brand colors and message and be aesthetically pleasing. When Gong cha hires a professional photographer, Gong cha will usually be given a creative brief list of the concept, props, color theme, preferred locations, times during the day, and other specifics. The length of the photo shoot will depend on the complexity of the visual story, the number of shots, and the size of the team. If Gong cha is shooting seasonal drink product photos and key visuals, the photoshoot might take a whole day, and the post-production might take a week or two. Marketing campaign The marketing campaign is the entire effort that Gong cha put into getting products into the hands of as many people as possible. We need to reach out to our target audience and bring them to a teashop where they can purchase products. A series of marketing campaigns might take 2 weeks. Website Design The Gong cha website is the online version of the Gong cha drinks brochure, and we must ensure that it attracts as many tea lovers as possible. Traffic and engagement on each webpage are metrics that we use to decide how much quality content we want to display on each webpage. The time it takes to create a website depends on the complexity of web design. The whole process of web design should take a few months at most. Commercial tea house design The design of the interior of a commercial tea house will be responsible for setting the tone and mood of the place, and it will be the part of tea lovers that they remember the most. The design of the interior of a commercial tea house will depend on its location, as well as on the materials that Gong cha uses to build it out. The whole process of web design should take a few months at most.
FS: What is the most frequently asked question to you, as a designer?
GCUC: Where do you draw your inspiration and creativity from?
FS: What was your most important job experience?
GCUC: To promote the Gong cha brand To market our products and services
FS: Who are some of your clients?
GCUC: Our clients are Gong cha franchisees, store customers, catering customers, etc.
FS: What type of design work do you enjoy the most and why?
GCUC: We enjoyed creating designs that captivate people’s interest in our brand and vision while complying with the brand guideline. It is fun and challenging to showcase creativity and imagination within the guidelines in order to present a consistent brand image.
FS: What are your future plans? What is next for you?
GCUC: Everything Gong cha creates has a social and environmental impact: from the eco-friendly sugarcane straw to the commercial tea house. The only way to continue living life as we know it today is through sustainability. For this reason, Gong cha has zero emissions objectives and is committed to incorporating circular retail design in the interior design of our commercial establishments. Gong cha is committed to developing sustainability and environmental commitments. In recent years, to respond to the demands of franchisees and consumers, Gong cha is adopting new goals to reduce our social and environmental impact. Architects, designers, and decorators must choose the tools and materials to incorporate the circular economy into interior design. All of this is done to create sustainable commercial establishments operationally and from the moment of their conception and construction. Designing spaces with a circular economy approach is a way of implementing circular economy concepts. A circular economy, in other words, is a system in which products are reused and recycled to prolong their useful lives. A product's circular design encompasses several elements: Durability Longevity Repairability Disassembly Recyclability Gong cha is committed to using recycled construction materials (wood, concrete, steel, facade cladding …). We have also reused interior design elements such as floor and ceiling cladding and lighting. Also, the refrigeration kitchenware and the automatic tea-making areas are recovered thanks to the circular economy and a team of designers who have been in charge of searching and selecting the most sustainable materials for a commercial tea shop. Gong cha only uses recycled and compostable materials and utensils. Going from a linear and conventional business model to a sustainable one with circular retail design requires a team of experts with knowledge and experience in designing sustainable commercial spaces. In this sense, at Gong cha, we are very aware of responsible design and consumption. For this reason, we have a team of experts with the capacity to advise on the search and selection of sustainable materials.
FS: Do you have any works-in-progress being designed that you would like to talk about?
GCUC: We are in the process of updating our website in order to enhance user experience and to drive more traffic while promoting our brand, products, and services Products include our beverages and snacks Services include franchising, catering, hiring
FS: How can people contact you?
GCUC: https://gong-cha-usa.com/
FS: Thank you for providing us with this opportunity to interview you.
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