Responsibility Participated with UX designers to interview customers to dig out insights Drawing story board based on opportinities Involving in ideation and conceptual development
WORKSHOP
Boohee Information Technology Company Boohee focus on helping people keep in good shape and eat healthy. I joined the workshop that leaded by Project manager of Boohee to explore a new way of thinking, which is pleasuring people by improving their eating experience. We opened up the topic as an original angel, where we researched people based on the factor that they are eating on-the-go. Let us have a look, see what we group found and our suggestions.
Project goal The research aimed to help Boohee in the process of designing a new set of foods/snacks that can be eaten on-the-go. There can be problems which people face while eating on-the-go. We wanted to explore and ďŹ nd insights to help Boohee with better eating experiences.
Qualitative Research Target group
Objective
Observation Methods
Young student among 15-25 years old are people with purchasing power.
Understand human behavior when eating on-the-go and to gain some insights in solving or improving their situation when eat while moving.
Non-participant observation and participant observation. Convenient sampling and international sampling.
Location
Food Dierent kinds of food were bought and consumed in the observation.
Observation were made in several places where people generally passing by.
Bread Bus Stop
Platform Daytime Streets
Fruits Snacks
Drinks Breakfast Snack Truck Morning market
Snack Streets Nighttime Streets
Key ďŹ ndings During the analysis, we categorizes eating on-the-go behavior and its related enviroment in several aspects.
Gender(F>M)
The portability of food
More female than male were observed to be eating on-the-go.
Esay carrige of food is important because eating on-the-go largely means not pay attention on the eating.
Hands cleaning
Solid or liquid food(S<L)
Hands are usually licked by hands or brushed on the denims when the eating was ďŹ nished, which is not the best solution.
Comparing with solid food, liquids are easier to handle and not involve hands dirtying.
Disposal Time of the day People usually snack between main meals. The food which they eat is depend on time of the day.
Disposal is easier if there is a trash bin nearby. Otherwise people tend to throw it on the ground or carry with it by hand or trash them in their bag.
Objective The previous observation presents three main issues affecting eating on-the-go behavior: social interaction, multitasking and needs of clean disposal. Next to the hypothesis of correlations between the issues and quantitative research was conducted to verify them.
Social Interaction
Interaction within peer groups and enviroment when people eat on-the-go.
Multitasking
One of the most common and difficult activity is people perform simultaneously while eating on-the-go.
Clean&Disposal
The necessity, frequency and common way of cleaning hands before eating.
Methods An online questionnaire was developed to collect qualitative data and 81 people participated in the study. There were total 19 questions which ideally enable respondents to finish in five minutes. The data is futher analyzed via Statistical Product and Service Solutions.
Findings&suggestions
Social interaction
There is no significant gender preference based on food choices and there is no need to design an eat-on-the-go product specifically for one gender.
Easy-open package or portion
The package of the food should be easier for consumers to do other activities such as using cell phone at the same time. So Boohee could develop a smart package which is easy to open with one hand or smaller portion for products.
Bakery&Baverages
Most repondents prefer bakery products with beverages. So it will be advisable for Boohee to develop a set of bakery and beverage products as breakfast menu.
Hands cleaning&disposal package Respondents emphasized on cleaning of hands and disposal of packages after eating on-the-go. Boohee could work on exploring package material that could be disposed easily.