Envision New Food Experiences in Pandemic Time: Foodagogo (I)

04/05/2020

Project Scope: 5 months

Project Members: Thanyapart Klowoothipat

Role: Research and investigation for the case studies, Brainstorming for ideas, Structure of the business model, Visualize the presentations, Logo design, Wireframes animation, Prototype, and demo video

Tools: Sketch, Invision, Photoshop, Illustrator, Premiere Pro, After Effect, Audition

In Collaboration With Ktchn Lab, Vinhood, Morsy

Overview

Due to the Covid-19, the global crisis has revealed how the food and beverage sector is crucial to our basic needs and lifestyle. From environmental issues to the interdependence of economies and possibilities and threats that a connected world offers, to the advantages (and limitations) of technology, this current situation has rendered visible both the strengths and fragilities (and differences) of our 'global' society. We are experiencing an unprecedented moment with its difficulties, uncertainties, and human tragedies. This context can and should be a starting point for reflections on and for the future. We are already experiencing many wide-ranging consequences that will not disappear quickly and some that will inevitably have far-reaching effects, redefining and impacting welfare, economy, culture, politics, and social interactions. Perhaps, personal values and societal norms will also be challenged.

Challenge

Design innovative ideas for the Horeca industry, proposing new business models and disruptive communication campaigns, able to engage people, and meet their new needs.

Design Process

1. Research

- Customer segments after the Covid-19 crisis

- Consumer behavior change

- The change of the new food environment

- HMW questions

2. Define

- Personas analysis

- Key insights

- Mapping customer journey map

3. Ideate

- Best practices

- The best possible solution

4. Build

- Final UI screens

- Prototype

- Cost and revenue calculation

1. Research

Customer Segments after the Covid-19 Crisis

Get to normal

Spending largely unchanged. Daily lives were never really affected. Least concerned about the pandemic overall.

Cautiously extravagant

Middle to high income. Very focused on health but relatively optimistic despite a strong belief that a global recession is coming. They will spend more in areas that important to them

Stay Frugal

Spending slightly less, but some deep cuts. Trying to get back on their feet. Among the most pessimistic about the future.

Keep Cutting

Least educated. Least likely to be working. Making deep spending cuts. Changing what they buy and how. The pandemic was always a huge worry.

Back with a Bang

Younger and in work. Spending much more in all categories. Their daily lives were most disrupted. Now they're the most optimistic.

Consumer Behavior Change

Consumer responses

52%

Avoid crowds

44%

Fear for self-health/safety

33%

Leave house less often

32%

Reduce eating outside

13%

Order more restaurant delivery

9%

Work from home

The Change of the New Food Environment

Increased use of delivery as a percent of total foodservice sales

Expanded sanitization behaviors

Curbside pick-up will become more popular

Improved take-out / delivery packaging

Food-safety-first mentality, people desire to know where their food came from and processed

In-store, self-ordering will be reinvented to a no-touch solution

HMW Questions

How might we create a contactless experience in-store?

How might we design a platform for ordering food to become easier?

How might we maintain a food-safe environment for a customer?

How might we keep interaction between consumers even we keep social distancing?

How might we keep the elderly safe from the pandemic?

Keywords: Contactless, Food-safety, Social distancing, Self-ordering, Platform, Touchless

2. Define

Persona Analysis

Key Sights

Vanessa Nelson

1. I don't want to have any contact with restaurant staff.

2. I worry to bring germs into the household.

3. I don't want to spend lots of time in a public place.

4. I want everything to go as I planned.

Mei Hong

1. I want to rely on myself.

2. I am afraid of getting sick.

3. I don't want to be a burden elderly.

Customer Journey Map

Before the Covid-19

During the Covid-19

3. Ideate

Best Practices

Zara Collection Point

1. Automated collection system

2. Pick up the online order

3. A faster alternative for lining up in-store

4. Integrate online and offline shopping experience

Ichiran Ramen

1. Solo dining experience

2. Minimum interactions with staffs

3. Ramen without distraction

4. Communication through a bamboo screen

5. Isolated the seats by the divider on both sides

6. Personalized bowl

Sprinkles Cupcake ATM

1. Contactless cupcake bar

2. 24/7 service

3. Drive emotion experience

4. Cashless payment

The Best Possible Solution

What is Foodagogo?

Foodagogo is a contactless service that makes your ordering experience stay safe, clean, healthy. We are also sustainable, and environmentally friendly.

The goal of Foodagogo is to provide a contactless experience to maintain a food-safe environment for customers and also connect with a local farmer or grocery store directly to solve food surplus problems. Foodagogo is consists of two ordering services, ready-to-eat and ready-to-cook.