IBM IX × SWISSLINK
Service Design
IBM iX × Swisslink Bakery is a research-led service design project aimed at improving the visibility of a traditional bakery in Singapore. Conducted over a two-week agile sprint, the project studies the bakery’s brand and service touchpoints to identify UI/UX and service design opportunities that enhance engagement while retaining its traditional character.
Project Type
Agile Sprint, Live Project, Service Design, UI/UX
Team
Daniel Yeo
Koh Jing Ting
Denise Chen
Year
2025
Problem Context
Many traditional bakeries in Singapore struggle to maintain visibility and relevance in an increasingly digital and experience-driven food landscape. Without clearer service design and digital integration, these bakeries risk being overlooked in favour of more modern competitors, threatening their long-term sustainability.
Initial Research
Initial desk research shown that many long-established bakeries were found to rely primarily on physical storefronts and word-of-mouth, with limited online visibility beyond basic listings or social media presence.
During this research phase, Swisslink Bakery emerged as a relevant case study due to its long-standing operations while keeping a minimal digital footprint, highlighting a clear opportunity to explore how service design could support greater visibility without compromising its traditional identity.
Name
Swisslink Bakery & Cafe
Ratings
Google - 4.2 stars
Tripadvisor: 3.6 stars
Facebook: 3.8/5
Location
109 Clementi Street 11, #01-07, Singapore 120109
Years in Operations
40 years
Signature/Specialty Items
Curry Puff, Chicken Pie and Apple Pie
Field Research
We conducted a site visit to Swisslink Bakery and spoke with its owner, Mr Ong, to better understand the bakery’s background, daily operations, customer relationships, and current challenges, as well as his reflections and aspirations for the business’s future.
This field research also allowed us to observe customer interactions, foot traffic patterns, and service flow within the physical space, providing firsthand insights into how the bakery operates on the ground and where opportunities for service and experience improvements may exist.
Captured Photographs
Interviews
Insights from the interview highlighted distinct pain points affecting both customers and the shopkeeper. These findings revealed a limited use of digital tools within the bakery’s operations, which restricted its ability to reach a wider audience and resulted in missed service opportunities.
Mr Ong
Owner of the bakery
Customers are locals that live around the Sunset Way area. Especially proud of his traditional pastries, such as chicken pie and curry puff.
Hard to reach customers outside of the localised area, as the shop’s location is not easily accessible by public transport (requiring bus transfer).
Thought about expanding to digital means before, but rejected to due it being troublesome/“mafan” to upkeep.
Bryan
Customer/Student from NTU
Found Swisslink Bakery mentioned in a Reddit thread while searching online for the best chicken pie in Singapore.
Decided to visit the store physically, travelling from NTU, as he was unable to find any information about the business (only a facebook page).
Did not know about call-to-order and delivery options that Swisslink offers, would have preferred to order due to long travelling duration.
Empathy Maps & Service Blueprint
Team's Observations
Hard to find on google maps when searching for "traditional bakery"
Bad location & low foot traffic (15~ customers in 90mins time frame on one of their busiest weekend days)
Most customers preferred “take away” as compared to dine in
Not a lot of seating accommodations (mostly 2 seaters)
Research Insights
Insights were synthesised from a combination of the interview with the bakery owner and on-site observations of customer interactions and service flow.
Less Physical Traffic but More Takeaways 🚶🥡
During a 90-minute weekend observation, approximately 15 customers visited the store. Despite it being a peak period, the turnout was relatively low. Most customers chose takeaway over dining in, likely due to the pastry- and cake-focused menu.
Out of Sight from Digital Platforms 💻🫣
From our personal experience, it was difficult to find any information about the store online. Most of the customers appeared to be regulars, likely familiar with the shop, and many bought in larger quantities — possibly to bring home or reduce the need for frequent visits.
Past Failed Expansion Attempts ❌🏬
Tried to expand in the past, but due to bad business outcomes it was unfortunately closed (caused by not so ideal location, low foot traffic, little digital reach, resulted in lower profits and unable to sustain the business at the newer location).
Adaptation to Younger Audiences 🧑💼
Tries to attract younger customers by offering an updated menu consisting of cakes and drinks, and upgrading the shop with air-conditioning to encourage dine-in and create a refreshed and updated shopfront.
Problem Statement
Mr Ong (SwissLink Bakery) needs a way to create a stronger online presence such that he is able to reach out to audiences outside of his localised area (Clementi).
Goals & Objectives
Improve Swisslink Bakery’s online visibility beyond its immediate neighbourhood in Clementi.
Enable the bakery to reach and engage new customer segments through digital touchpoints.
Support the long-term sustainability of the business while preserving its traditional identity.
DVF Framework and Opportunity Areas
To prioritise potential solutions, the Desirability, Viability, and Feasibility (DVF) framework was applied to evaluate each opportunity identified during research. This approach helped assess user needs, business sustainability, and operational practicality from Mr Ong’s perspective.
Menu Revamp
Current menu is unclear and hard to reference to the physical display case within the store.
A refreshed menu helps customers understand the variety of pastries available in the store.
Easy and feasible to implement
Refreshing Digital Platforms
A updated and refreshed platform keeps customers updated on the ongoings of the brand.
Easy-to upkeep and manage by the brand owner as it is part of their implemented digital platforms.
No additional costs & manpower required to upkeep these platforms.
Online Presence (Website)
A simple yet clear website that explains about the history and stories of the cafe, along important information such as delivery options and FAQs.
One time implementation and enquiries are routed to current existing company yahoo mail.
One time cost & no extra manpower is required to upkeep the platform.
User Journey
The following user journey maps illustrate how customers currently interact with Swisslink Bakery compared to the proposed experience after the service design interventions.
Reduced travel time improves convenience and contributes to a more positive overall brand experience.
Shorter delivery times ensure fresher baked goods compared to extended travel to and from the store.
Clear online information allows customers to learn about the bakery in advance, reducing uncertainty and confusion.
Before
After
Menu Revamp
The original menu relied heavily on text and included multiple additional elements that did not meaningfully support customer decision-making. This resulted in a cluttered layout that made it difficult for customers to quickly scan options or understand the bakery’s offerings.
In response, the redesigned menu prioritises visual clarity by incorporating images alongside simplified text, allowing customers to browse more intuitively. By reducing unnecessary elements and organising items more clearly, the new menu improves readability, supports faster decision-making, and enhances the overall browsing experience.
Before
After
Digital Platform Refresh
The digital refresh for Swisslink Bakery’s Facebook presence aligns its visual style with the updated menu and website to create a more consistent brand experience. The refreshed page improves clarity and recognisability while maintaining the bakery’s traditional character.
Before
After
Website
As Swisslink Bakery did not previously have a website, this platform was introduced as a new digital touchpoint to support the bakery’s visibility and accessibility. The website is designed to be simple and informative, sharing the bakery’s history and stories while clearly presenting essential information such as delivery options and frequently asked questions.
Implemented as a one-time setup, enquiries are routed to the bakery’s existing Yahoo Mail account, requiring no additional manpower or ongoing maintenance to manage the platform.
Gallery Showcase
This project would not have been possible without the generous support and openness of Mr Ong, who welcomed our team into Swisslink Bakery and shared his time, experiences, and insights throughout the two-week process. I am also grateful to the teaching team, as well as our industry guests from IBM iX, Jeremy K and Ari Widjanarko, whose guidance and perspectives helped shape our thinking and approach.
Reflection
This project introduced me to service design beyond a purely UI/UX focus, requiring me to consider the broader brand experience of a real business within its operational constraints. Working directly with Mr Ong highlighted the importance of conducting research sensitively without disrupting daily operations, while also understanding factors such as physical space, costs, and long-standing customer relationships. The two-week agile timeframe pushed our team to make timely decisions, adapt quickly, and prioritise research and insights over polished outputs.
Through this process, I gained a deeper appreciation for why some traditional businesses choose not to adopt digital platforms immediately, as their lack of online presence can itself be a marker of trust, quality, and heritage. This project reinforced that effective service design is less about applying templated solutions and more about aligning human needs with realistic business goals. Moving forward, I hope to continue refining my ability to adapt my approach across different briefs, balancing research, constraints, and design decisions to create thoughtful and context-aware experiences.
