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Fruit Paradise – Rethinking Wet Markets in Singapore

Project Scope

Wet markets in Singapore have long been an integral part of the nation’s cultural and social fabric. These bustling hubs of commerce are not just places to buy fresh produce, but also community spaces where people connect and traditions are upheld. The significance of wet markets in Singaporean culture cannot be overstated; they embody the vibrant, multicultural essence of the nation and provide a crucial link between consumers and stall owners (vendors).

In recent years, the Singaporean government has undertaken various initiatives to modernise and improve wet markets, ensuring they meet contemporary standards of hygiene and efficiency. However, alongside these improvements, the government has also ceased building new wet markets, focusing instead on upgrading existing ones. This decision highlights the importance of preserving these cultural landmarks while adapting them to current needs.

Recognising the critical role wet markets play in the community, we at Design Sojourn saw the necessity of sustaining their relevance and functionality. We identified numerous design opportunities to enhance the experience for both stall owners and customers. This inspired us to collaborate with the owners of Fruit Paradise to address their operational challenges and showcase how thoughtful design can revitalise and sustain wet markets for future generations.

Fruit Paradise, a fruit stall in Ghim Moh Market, Singapore, faced several significant challenges. The stall, managed by ageing owners, struggled with limited manpower, which led to inefficiencies in daily operations. The physically demanding nature of the work, combined with the constraints of the wet market environment, made it difficult for the owners to maintain the stall effectively. Additionally, the stall’s appeal to younger customers was dwindling as these customers preferred convenience, cleanliness, and comfort offered by supermarkets and online markets.

The overarching goal was to help Fruit Paradise remain competitive and relevant in a modern retail landscape without losing its unique cultural essence.

To address these challenges, we conducted thorough research using a combination of interviews, role-playing, and shadowing exercises with the owners and customers of Fruit Paradise. We also performed competitor analysis by visiting other fruit stalls across Singapore’s heartlands. Our research aimed to understand the motivations behind customers’ preferences for wet markets, supermarkets, or online markets.

Our key findings were:

Customer Preferences

Despite varying individual preferences, the main factors driving customer choices were convenience, cleanliness, and comfort. Traditional customers valued the close relationships with sellers and the fresh produce, while younger customers sought more modern retail experiences due to its convenience and accessibility.

Operational Inefficiencies

Limited manpower resulted in operational challenges, including setup, customer service, cleanliness, and food waste reduction. The stall’s infrastructure and layout were under-utilised, with excess display and storage issues.

Product Visibility

Poor visibility of products, especially those displayed on overhead hooks, and inefficient use of display tables were identified as major pain points.

Quick spatial design concepts suggested to the owners of Fruit Paradise to explore.

Using Design Thinking principles, we developed practical and innovative solutions tailored to the specific needs and constraints of Fruit Paradise. Our solutions focused on improving both the operational efficiency and customer experience.

Optimising Display Tables

  • Redesigned layout to maximise the use of existing tables and enhance product visibility.
  • Proposed the use of dual-tiered tables to display more products efficiently.
  • Suggested the removal of overhead hooks in favour of banana stands, making fruits more accessible and reducing manual labour.

Enhancing Customer Experience

  • Introduced the concept of supermarket-style aisles to encourage cleanliness and organisation.
  • Proposed a centralised payment counter to improve customer service efficiency.
  • Recommended a “Ripe N’ Ready” section using a Pay-As-You-Wish model for ripe or bruised fruits. This allows customers to purchase the fruits at lower prices and reduce waste.
  • Suggested repackaging fruits into smaller portions for convenience, catering to the needs of young adults.
  • Introduced a fruit delivery subscription service for office workers to ensure a steady supply of fresh fruits tailored to their preferences.

Operational Improvements

  • Advised the use of designated fridges corresponding to display areas for efficient restocking and setup.
  • Proposed the utilisation of excess display tables for signs and infographics to guide customers, improving the shopping experience.

Quick concept storyboard of one of the service improvements suggested to the owners of Fruit Paradise to explore.

These proposed solutions aimed to address the immediate operational inefficiencies, enhance customer satisfaction, and attract a broader customer base, including younger generations. By focusing on small, impactful changes, Fruit Paradise could implement these solutions incrementally, making the process manageable and cost-effective.

This case study highlights how Design Thinking can rejuvenate traditional businesses, ensuring they remain relevant and resilient in a rapidly evolving market landscape while preserving their unique cultural heritage. Join us in building a future that honours and elevates the essence of Singapore’s wet markets and hawker culture.

For a detailed exploration of our methodology, insights, and proposed solutions, download the full article here.

Status: Completed (July 2023 to November 2023)
 
Competence: Ethnographic Research, Experience and Service Design

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