Looks like a game? What if this is how you build a sundae at Ibaco...
more immersive, more delicious, oh-so-real!

Scoop, Weigh, Repeat? Rethinking the Ibaco In-store experience

Year: 2024

A little backstory:
While interning with the Branding & Marketing team at Hatsun Agro, I was working on market research and activation. As my internship was wrapping up, I decided to leave behind something extra - a guerrilla project - a pitch deck full of bold, wild (and some very practical) ideas for Ibaco.

Why? Because I wasn’t just an intern - I was also a regular at their ice cream parlour. So this was me sharing insights and inspiration, from one user to the brand. A voluntary, end-of-internship passion project just to spark something new.

Ibaco is a premium ice cream brand by Hatsun Agro Product Ltd. (HAP) India, known for giving customers the freedom to craft their own sundaes. With 36 globally inspired flavors, a wide variety of toppings and sauces, and options to build your own bars and cones, Ibaco turns ice cream into a fully personalized experience.

From the taste to the quality, it’s a brand I personally love—and frequent often.

Challenges

Based on my observation and experience

1. The Price Surprise
Ibaco follows a pay-per-gram model. You choose your scoops and toppings, the employee builds your sundae, weighs it, and you’re charged accordingly. The catch? You don’t know the final price until billing. As a customer, this uncertainty makes it hard to decide freely - especially if you're on a budget. I personally found myself holding back, just to avoid a surprise at the counter.

2. The Decision Dilemma
With 36 exotic flavours, plus toppings and sauces, Ibaco offers full freedom to craft your own sundae. Sounds amazing?! until you’re standing at the counter, overwhelmed, and someone behind you is waiting impatiently. That pressure can make you rush your decision, and rushed decisions rarely lead to exciting combinations or satisfied customers.

3. The Flavour Barrier
Be honest! how many flavours have you actually tried in your life? Most of us stick to our safe 4–5. While Ibaco employees are kind enough to offer samples, you’re unlikely to try more than 2–3 before it starts to feel awkward. This hesitance limits discovery and keeps customers from exploring the full range of what Ibaco has to offer.

Suggestions

Interactive Self-order kiosk

For easy, engaging and immersive experience

Game like simulations with realistic visuals

Choose the flavour(s)

Choose the sauce(s)

Choose the topping(s)

How this proposal solves the challenges

No More Price Surprises
No shock at the counter...Not anymore. As you add flavours, sauces, and toppings, you’ll see the weight and price update in real-time. If it’s creeping over your budget, just undo a topping or two - no awkward moments, just sweet control.

The Decision Dilemma
Take your time. Browse the menu at your own pace, mix and match flavours, and customize every detail until it’s exactly what you crave. No pressure, no rush -just your sundae, your way.

The Flavour Barrier
Not sure what’s what? While this solution doesn’t magically make every flavour familiar, it lets you explore options virtually before you decide. A little taste-test for the eyes.

Other Perks

No Judgement, Go Crazy – Order the triple-fudge, mango-mint creation of your dreams without anyone raising an eyebrow.
Faster Orders – The kiosk keeps things moving so the staff can focus on you, not the till.
Kid Magnet – The fun, interactive experience will have little ones (and their parents) coming back for more.

More features

1/11