The game: K’Fée des Jeux, a board game café in Grenoble open since 2008, created its own game: La Main dans le Cube. One player slides a hand inside an engraved wooden cube and can no longer see what they are handling. They depend entirely on their teammates’ instructions to get free. Two to four players, thirty to sixty minutes, by reservation.

The problem: The venue offers more than 850 games free of charge, and the Cube sat on the shelf among them. Customers who came across it could not see why that one cost money. On-site observation confirmed it: people were not refusing the price, they simply could not see any difference with a free game.

Our answer: The project was split between two teams, ours working solely on the Cube, the other on the café’s identity and organisation. We delivered a field diagnosis, a redesigned booking journey cut from five pages to three clicks, a clear separation between the consumer and the trade message, printed materials, and a costed business case including an investment rule: four consecutive sold-out weekends trigger the build of a second Cube.

The outcome: More than 100 hours of work, concluded with a full report, a client summary and a thirty-minute presentation to the owner. The café’s website has since been redesigned, and several of the obstacles we identified are no longer there.