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FOODPOP

Digitally facilitating inclusive community through shared meals in private homes.

Product and Service Design Research

Team
Natalie Thao, Laura Munoz, Nataliya Musyaka

Role
Customer Experience Design and Research

Tools

Figma, Premiere Pro, Photoshop, Miro

 

TLDR: Used scenarios, interviewing, surveys, ethnographic research, prototyping and storytelling to develop insights. Built out customer journey map to help identify problem spaces. Used a Lean Canvas and Value Proposition to understand and convey goals and business objectives. Designed user flows and wireframes to prototype and iterate. Video prototyped the full experience to identify gaps in service and to act as an artifact for stakeholders.

Service Prototype

The Problem

How might we inclusively facilitate community ?

Service Prototype

Balancing the psychological and philosophical aspects of experience in design projects that incorporate a majority of off the screen moments is more complex, and therefore required focus on methods and tools that I may not lean on in a typical user experience.

 

Journey mapping, while nice to have in UX, was critical in holistically identifying pain points and sweet spots. 

 

Ethnographic research and observations were huge when it came to understanding the different wants and needs of a participant and offered insights on the varying personal comfort levels of "connecting" face-to-face vs. connecting online and sharing a meal in private homes vs. public settings. I was able to use these insights to build in more ways to connect and confirm assumptions around the desire to explore community in private homes. 

Takeaways

Ideation Notes
 

OG Ideas.jpg

Research

Interviews were performed with three participant groups: those who actively engage in community outreach and offerings, those who eat out at least once per week but rarely participate in community activities, and those who rarely eat out or participate in community events.

 

A survey was designed to understand attitudes around eating out and participating in events outside of the home. There were 43 respondents. 

 

Contextual observations of restaurant, in-home and take-out experiences were conducted over one month.  

 

This research showed that people prefer micro-level experiences when dining outside of the home. They care less about the broad history of different cuisines and more about where a specific recipe, ingredient or visual interior element came from.

 

This is likely due to the disconnect between various cultures. When personal stories associated with obtaining recipes were shared, participants were able to find parallels to match their own. For instance, we all have family, and we all have experienced "walking down the street one day". These parallels were found to help participants relate to the person and their culture or sub-culture easily because it is grounded in their own reality.

 

Participants and respondents enjoy some interaction with the preparation of their dining experience, but don't feel the need to witness or participate in the whole process. Far from it, a majority of survey respondents stated they'd prefer the interaction be 5 minutes or less. 

 

People were also interested in connecting with other people over food, but not all the time - this is something that participants would prefer was scheduled so that they can prepare for it.

 

Additionally, people are not always brave enough to try new foods on their own, and would like guidance from people who know how to prepare and eat foods outside their norm.

 

Lean Canvas

Lean Canvas.jpg

Customer Journey Map

Journey Map.jpg

User Flow

User Flow.jpg

Prototyping

Initially we tested the whole experience with five participants. Scenario storytelling and role play were used along with a paper prototype for the digital experience. This allowed us to identify parts of the service that were the most compelling to participants and areas of concern. 

 

In the second round of prototyping we focused on the usability of the digital experience with a low-fidelity prototype and retrospective probing. 

Paper Prototype.jpg
Proto 1.jpg
Proto 2.jpg

High Fidelity Prototype

Final Proto 1.jpg
UI 3.jpg
Final Proto 2.jpg
UI 2.jpg

Evaluate and
Iterate

 

Insights from prototyping with participants spanned from small details to larger conceptual changes. After reviewing data from each session and synthesizing we made the following changes:

  • Increased detail of foodPOP information offered before participants create an account.

    • Why? Participants didn't feel comfortable entering details about themselves before knowing what they were signing up for.​

  • Adjusted questionnaire questions based on feedback about wording and privacy.

  • Increased information offered about events, including the host and the cook.

  • Refined post-event connection experience

  • Increased ability to attend future events with newly established connections

 

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