THE PIVOT
Concept Evolution
The Pivot: from discounts to corporate clients...
Initial Concept: Weekday Special — a "$20 jazz ticket with a free drink" promotion
After presenting to Con Alma's owners, we quickly learned they weren't looking to attract budget-conscious diners, they wanted higher check sizes and a clientele that already matched their existing brand.
During our visits to Con Alma as customers, we paid attention to who was actually in the room, the type of clientele, the average spend, the atmosphere the owners had cultivated. It was clear this was a venue built around a unique experience. Rather than broadening Con Alma's audience, we narrowed our focus entirely, shifting from B2C promotions to a B2B corporate partnership service targeting clients who already spend the way Con Alma's business needs.
Final Concept: B2B Corporate Partnership Service
DESIGN PROCESS
Designing the Service
By repositioning corporate buyers as central actors in Con Alma's service ecosystem, this shift revealed that corporate groups already have the desire, budget, and behavior patterns that align with Con Alma's goals.
I analyzed Con Alma's existing value proposition to determine what the service should offer and how it should be packaged. This meant mapping out the full corporate booking experience, separating what clients see from the operational processes running behind the scenes to ensure the service would be both compelling to buyers and feasible to run.
PROBLEM
Discovering the Friction
The existing website was catered the individual diner. There was gap for potential corporate clients to discover, understand, or initiate a booking in the front-end of the service.
THE SOLUTION
Website Redesign
The website redesign was the solution to a discovery problem. I designed a modular corporate booking service that transforms Con Alma's weeknight capacity into a premium team experience, complete with pre-defined food, beverage, and live jazz tiers.
Try it Out!
FOR CON ALMA
The service fills weekday gaps with high-value customers, maintains brand integrity by positioning the venue as a sophisticated experience, and requires minimal operational overhead through standardized packages.
FOR CORPORATE CLIENTS
The service offers a distinctive, hassle-free way to host team events in an environment that feels genuinely special.
IMPACT/PROCESS
A New Revenue Stream for Con Alma
The service targets clients who already match Con Alma's ideal customer profile, high-spending groups seeking unique venues for team events. By filling weekday capacity with advance corporate bookings, the service creates predictable revenue streams without compromising the weekend experience that defines Con Alma's brand.
WHAT THE TEAM DELIVERED
1. Fully designed corporate partnership service with operational blueprint
2. Modular package structure (food, beverage, jazz tiers)
3. Video prototype showing booking-to-event journey
4. Business case demonstrating revenue opportunity and operational feasibility
WHAT I DELIVERED
5. Website redesign concept introducing the corporate service as a distinct B2B entry point
REFLECTION
Key Takeaways & Reflection
Good service design isn't about inventing everything from scratch, it's about reconfiguring existing value in ways that better serve specific users!
Client Feedback Reshapes Vision
I redirected my energy from my initial concepts toward what actually aligned with their values. This taught me that designing for a real client means focusing on a specific segment.
Research Happens Everywhere
The biggest insight came from a casual observation at a company dinner, not a formal interview. I learned to stay attentive to patterns in everyday life, sometimes the most valuable design inputs are the ones you notice unintentionally.
Balance Stakeholder Needs with User Needs
We had to balance what would be best for corporate employees as the end users with what Con Alma wanted and what was operationally feasible.
Thank You to Con Alma! :)
This project wouldn't have been possible without the openness and trust of Con Alma's owners. They welcomed us into their space, shared candid insights about their business challenges, and gave us the creative freedom to explore bold ideas.
Thank you for sharing the magical experience of live jazz and for showing us what it means to run a business with soul!
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