1. DESIGN A BETTER
RAMEN EXPERIENCE

2. 3 different locations:
 on campus
 University Crossings Residence Hall
 grocery store in the ramen aisle.
STEP 1: IMMERSE

3.  Ramen is cheap and easy to make, so the main buyers
are college students.
 Ramen is unhealthy as it contains high levels of
sodium
 Ramen is experiencing increasing popularity as it is
considered trendy food among the hipster
community. In NY there are a lot of Ramen
restaurants where you can get it for about $7.
3 BIGGEST LEARNINGS

4. We interviewed 10 people.
video
STEP 2: OBSERVE, ENGAGE

5. The first time I ate ramen was: “I was 8, my mom made
it for me”
It reminds me of: “College and living in poverty”
The last time I ate Ramen was: “In college, 4 years ago”
“I eat it only when I don’t have anything else at home.
It’s not good for you”
Interview

6.  One of the guys that we
interviewed had never tried
Ramen before. He is one of the
rare American college students
who can survive without
ramen.
 What did he think about
ramen? He said, “Mmm, I think
that it should be more spicy
and flavored”.
What surprised us

7. How is ramen perceived by our interviewees?
 Cheapest option
 Quick meal
 Unhealthy
 Perfect meal for finals
 Cozy winter meal
Findings
#CollegeLife

8.  Nobody would pay more than
$3 for a package of ramen.
 Several people would like to
have a larger variety of
flavors.
What else?

9. “Sorry, I cannot try it because I’m vegan! If there was a
vegan instant ramen I would try it though!”
Interesting quotes

10. What does ramen mean to our users? Real value
 cheap
 quick
 easy to make
STEP 3
DEFINE: POINT OF VIEW

11. College students
Ramen is broke college
student food!
Main buyers

12. TARGET: College students between 18-23 with low or no
income
STEP 4 AND 5: IDEATE, PROTOTYPE
AND DISCOVER

13. 3 FLAVORS:
 Chicken
 Vegan
 Protein Plus
What do they want? More flavors!

14. LOW SODIUM RAMEN
What do they want? Healthier ramen!

15. What do they want? Engagement!

16. #FindYourRamen CAMPAIGN
GOAL: to create engagement
3 lines based on student habits:
 Cozy Ramen
 Late Study Ramen
 Party Ramen
What do they want? Engagement!

17. What do they want? A new
packaging!

18. #FindYourRamen

19. #FindYourRamen

20. USER COMMENTS
 “I love it! I would definitely buy the late study ramen multipack! I
don’t have time to buy groceries during finals and ramen always
saves me from starvation!” Sarah
 “A ramen party sounds great!” Andrew
 “I am definitely a cozy ramen girl! Warm blankets and ramen are
perfect for my winter Friday nights!” Abby
 “You should build a ramen community!” Jack
STEP 6
TEST: OBSERVE AGAIN

21. HOW TO BUILD A THRIVING RAMEN COMMUNITY?
Mobile app based on Tinder’s business model to mix
and match different ramen users.
#FindYourRamen
STEP 7
IMPLEMENT: ITERATE