Designing service to help people find their suitable food.
Year:
2021
Role:
Innovation Creator
Design At
Claymore Innovation Lab
Design for
AP Thailand PLC
After launching the new service of Fit.Friend for a while, we got many requests from the customers to help them with their food as well. We would like to explore this opportunity regarding the need of the same target group.
We came up with this approach to develop the service innovation in a very short time due to my resignation. This project is the using of design sprints to come up with MVP and test along the development cycle.
We tried to utilize the resources and the infrastructure we already had for Fit.Friend since it’s the same target group in the area of health & well-being.
How might me assist people in the working age between 25-45 who have specific health & fitness goals to awaken their sense of self-awareness and understanding of “healthy eating habits”, establishing a long-term positive relationship with Body, Food & Nutrition.
We formulated the design principles to transit from the framed insights into the guideline of basic concepts that were grounded in objective research.
To generate competitive advantages in the market, we used the formulated design principles to create new core values to deliver the service to the users.
After we consolidated every detail and idea, we came up with planning on how we were going to deliver these services to the users.
We created the customer journey to plan out all the experiences customers will face when they receive the service. To deliver a seamless service, we also created a concrete service blueprint to plan how to deliver service from a backstage perspective. After all the details were created, we used the business model canvas to come up with monetizing strategies.
This project is the extension of Fit.Friend, we gathered the existing information that we already had to plot into this map to foresee the early concept for this service.
I developed this conceptual framework to draft all the variables(events) related to the user’s diet to see how they are related to each other after doing some preliminary desktop research.
I found out that dietary changes are most likely to fail if the changes are too rushed and forced. People tend not to can’t maintain their new habits and bounce back to the previous ones.
To explore further opportunities, I created a stakeholder map based on the user’s interview to explore the relationship between the user and the others involved in their dietary behavior.
I found that stakeholders like a nutritionist or personal trainers who can be trusted and have certified knowledge who suppose to be the ones who help users in this situation are outside their inner circle. Users are surrounded by influencers who don’t understand nutrition correctly.
To uncover more insights, my team interviewed 30 participants from many user profiles.
Expert User [N=3] - Nutritionist, Personal Trainer, Doctor
Extreme User [N=15] - Keto Eater, IF, Vegan, Athletes
Mass User [N=12] - Office employees
After interviewing target users, we created Persona based on their eating behaviors. In this way, we can understand their individual goal and constraint. Our target persona is to turn extreme YOYO and OnOff Healthy Eater to healthy eaters that can last-long and are not stressed.
Why target user can’t maintain their new habit.
Why healthy eater persona can maintain their new habit.
We found out that the true keys are the correct knowledge and creating a good relationship with food
We explored the existing players in the market. We found out that the current services are focusing on food and calorie intake. The numbers are the things that drive the users into stress.
I validated the service with the method called “Diary Study”. With this method I recruited 20 participants from Fit.Friend and let them receive Whichmeal Service and had them record every feeling toward whichmeal for 1 month.
14 participants love our service and want subscribe the monthly service.
12 participants are able to achieve their milestones and missions.
10 participants find the outcome positively and feel that they’re achieving their goals.
Whichmeal successfully launched after 2 iterations
Whichmeal enhances circular economy by encouraging user to support local restaurant.
With MVP, we were able to create a proof-of-concept very fast and able to transform to real automated service shortly.
With MVP, we were able to attract the investor to invest more in the service.