The 1st video gaming cafe in Singapore, Saint Games was hugely popular when it started the business in 2009. However, a steady decline in demand over the years gave the impetus to refresh their identity and redesign their customer experience.

Design Research

Interviews & Surveys:
Understand and align business strategy
Understand customer’s needs and issues
Identify the strengths, weaknesses, opportunities, and threats related to the business

Customer Journey Map:
Identify pain points and design opportunities

Experience Design
Visual Identity
Content Design

Brand Identity & Experience

Issues Identified through Design Research
There was low brand recall
There was a low percentage of returning customers
Customer experience was poorest during Product Engagement & Post-Purchase phases

Project Objectives

Create a strong visual identity
Develop ideas to improve customer retention rate
Improve customer experience during Product Engagement & Post-Purchase phases

Design Outcome

Brand Concept & Visual Identity
Customer Loyalty Programme Concept
Fun Way Finding & Space Design

Fun Tribes to Build Community

For Saint Games, brand tribes can be established through grouping customers sharing the same preferences for fun.

MDA: A Formal Approach to Game Design and Game Research by Robin Hunicke, Marc LeBlanc and Robert Zubek from Northwestern University states that there are 8 types of fun associated with gaming.

After discussions with the founders of Saint Games, this was narrowed down to 4 (fun types can be used to categorize their game offerings).

Base on their preferences for fun, customers applying for membership will be allocated their Fun Tribe. This could allow customers to identify with other patrons and strengthen their affinity to the brand and the community.

Unique tribe theme competitions and events can be conducted to build bond and develop a collective sense of belonging.