The reader

The Reader

A s i m p l e way to e n h a n c e p e o p l e understanding food and nutrition.

The Reader is a app allow customers interact with digital food label according to their own priorities to filter the food products which match their needs through scanning barcode.

Chih-yu Lo Supervisor: Dr Fabrizio Ceschin Second superviour: Peter Evans Brunel University MSc Integrated Product Design Dissertation

Foremost and sincere, I would love to appreciated my supervisor, Dr Fabrizio Ceschin, who supported and guided me throughout this dissertation, and inspired me to my researches when I had a hard time, and gave me power to image my design and supplied insightful suggestion.

I would love to second supervisor, Peter Evans, Paris Selinas, who supplied the key insight of this project, and assisted my research. Moreover, I would like to thank participants who involved in this dissertation. They are without any questions help me out my research, design test. In spite of their busy day, they arranged a time to support me. Finally, would love to appreciate my family give me limitless supports to finish this dissertation.

Thanks for reading this dissertation, hopefully, this dissertation would make people to notice more food label development and application.

Acknowledgements

Tittle: The reader

Abstract

The reader is an app that aims to enhance consumers understanding and interaction with food labels.

The dissertation is relating to open food project, the ultimate way of this project is that create a new ICT platform to crowd-source sensory and experiential perceptions for food industry and enhance consumer understanding and enjoyment of food, and lead to health and social benefits.

Course: Integrated Product design Supervisor: Dr. Fabrizio Ceschin Keywords: Customised, Food label, Digital, App, Food choice, Awareness of nutrition, Personalised food label.

Purpose: The main purpose is to understand users’ perception around food labels and explore different aspect of reading food label by several researches to establish solid database.

With a shadowing test, an online survey, make own label activities and focus group to approach the core user experience of design concept. This dissertation accomplishes design detail and end with a business plan to discuss the commercial possibility of app.

Research questions: 1. How to enhance food understanding? In the is phase, discussing food labels develop in the UK, what extent consumers comprehend and their experiences with food labels.

2 . H ow i n te r a c tio n w i th fo o d la b e ls?

It base on what kinds of information

user care about and the possibility of personalised food information Deliverable: 1. A customized digital food label app 2. The benefits for business to use the Reader in supermarkets and further development base on final concept.

Table of contents

Introduction and review

1

Intordution Research question Goals Outline

Research methodology

7 Strategy

Project plan Methodology analysis Summary

Design in Food labels

13

Food label development in UK The health state and NHS diet’s strategy The basic nutrition people need to know Respond

What do consumers and marketer think about food label?

Benchmark

Publics’ respond Marketers’ version Summary

Users’ experience

35

Shadowing test Questionnaire Consumer

Make own label activities Interview Summary: Challenges and insights

FAT ACID MINERALS

?

Understanding

Experience

Benchmark

Concept Design

57

Initial concept direction PEST

Apps Case study

63

My fitness pal Nutracheck

Initial concept design

73

Concept wireframe Focus group: initial paper test Summary

Evaluation and concept delivery

83

Focus group with Persona Design scenario Demo testing Final design Summary

Further development and the commercial possibility

111

Food Industry

Benefits

Conclusion

117

Reference

119

1

Introduction and review

2

Highlight • Introduction the relationship between ICT platform and food label, and he awareness of nutrition • The three project definition: display, understanding, interaction • Research question for project definition and three goal: Health benefits, social benefits and users’ behaviours change • Outline: the whole flow of this dissertation

3

Introduction This project is related to Open food project, it aim to building a new ICT platform for both manufactures and customers to crowd source and experiential perceptions of food products and to translate for new products. For food manufacturers, scale up and simplify consumers’ innovation, making it more cost effective, reduce waste. For consumers enhance people's understanding and enjoyment of food, leading to health and social benefits. Besides, Open food project include three phase: Crowd-sourced packaging solutions to reduce households’ food waste, enhancing user understanding and interaction with food labels, Understanding food sensorial perceptions. The whole dissertation is investigating how to enhance consumers understanding food and interaction with food labelling through a new ICT platform to crowdsourcing consumers’ feedbacks (company’s version) and make purchasers enjoy foods, leading to health and social benefits. As the graphy shows on below.

Nowadays, the awareness of well-being is increasing, more and more people realise whether a balanced diet or regular exercise is important for their healthy.

The government of United Kingdom decides to redesign food label, which call Front of Pack food labelling providing general nutrition information on the front of package to make consumer follow the message. Moreover, there have several apps design for users track calories and record the exercise information through calculating the gram of foods and typing the time of exercise. However, it is still not enough to enhance the awareness of well-being and it is not expedient for user to calculate how many grams of foods. Basically, most people cannot genuinely comprehend all of nutrient information. Only if people are on special diet, they notice the essential of nutrient or health diet. General people simply recognise common nutrition, such as, calories, sugar, salt, fat, saturated fat. That would be useless to help consumers who need to control weight and have special diets. As the result, the major mission is that enhance the awareness of nutrition through food labels with a streamlined way.

4

Project definition Display: The message.

Energy

Fat

Sat

sugar

salt

892 KJ 213CAL

12.9g

3.3g

0.3g

0.5g

18%

17%

1%

5%

11%

The government of United Kingdom always try to improve publics’ health, through redesign food labels, lunched diet strategies. The food labels developing and food/eating strategies are related to culture and consumers behaviours.

FAT ACID MINERALS

?

Understanding: User experience. What extent users comprehend food and food labels? What are their expectations?

Interaction: Connection.

Make a link between companies, food labels and consumers.

Apparently, this relationship does not attach.

Research Question The first phases of research question start with what extent do people understand food labels?

Before enhancing consumers comprehend foods, it is essential to understand what consumers realise with foods. Moreover, what kinds of user’s behaviours would affect consumers to purchase? Secondly, how create new ICT platform to make user interact with food labels.

Food labels directly provide the information about food and nutrition, so that make consumers interact and understand those messages genuinely would be required.

5

Goal This dissertation is the investigation into customising digital food labels to make users create their own labels and enhance food understanding.

Through food labels enhance consumer’s consciousness of nutrition and health, such as using the directly messages to simplify information. Moreover, consumers base on their priorities to buy the food they genuinely needs, it is not only reduce the resource waste, but also improve their mental health (More happy).

Health benefits: For both consumers and companies.

Social benefits:

Consumer could depend on their priorities to choose foods, and it can let consumers do not need to cost the food they do not like. Moreover, people could refer or discuss friends’ food labels to improve their diet. For companies, reducing the unnecessary fees to produce new food is the situation they would love to see, besides, companies can obtain the information from customers to optimize their food products.

Through technology to change users’ behaviours, such as, using apps to support consumers choose food and potentially encourage publics to notice their health states, also can let food manufacturers to obtain information from consumers in a conven ience way. This could make consumers more easy or quick to choose, and avoid unnecessary condition involved.

Users’ behaviour change:

Outline

The whole project will commence with a brief description of the initial concept, covering researches involve the motivation of new food label, the eating habits, the purchasing behaviours and what extent users understand food labels. Those researches base on different research methodologies which will demonstrate to the principle of design concept and address to design question.

This project have four different phases: Design in the food labels, Users’ experience, design phase, the benefit for companies. The literature review (Display: Design in Food labels) is the first step in this project, which is in order to comprehend the food label and health stat in United Kingdom, which is based on the reports from department of health, NHS and nutrition science books.

6 2 Energy

Fat

Sat

sugar

salt

892 KJ 213CAL

12.9g

3.3g

0.3g

0.5g

18%

17%

1%

5%

11%

Understanding:Users’ experience (Primary research) Consumer FAT ACID MINERALS

Food Label

1

Display: Design in Food labels (Literature review)

Fat

Sat

sugar

salt

892 KJ 213CAL

12.9g

3.3g

0.3g

0.5g

18%

17%

1%

5%

11%

Experience

Understanding

Purchasing behaviours

The extent

Benchmark

Development Energy

?

What is the problem?

3

Design

Respond Health state Behaviours

The Health and social benefits

4

The benefits: cost effective reduce waste

Benchmark

Consumers

Food Industry

Learning outcome and conclusion

The users’ experience (Understanding) is done by primary research though several workshops, the goal of this phase is for what extent people understand food labelling and their thoughts, which is important step in the project.

The third parts, concept design, it is based on the Open food project to seek how can resolve the current situation (enhance consumers understanding food and interaction with food label) through case study, persona, demo testing and research to evaluate the benefits. Moreover, the third steps (concept design) and the fourth phase have significantly link.

The fourth step investigates how and what concept design lead benefits for food industry, it will figure out from some mobile marketing researches and case study of existing app. Finally, the learning outcome from this project and recommendation for further developments will brief in conclusion.

7

A successful project simply involves finding a workable combination, that can conceptualise, develop, and prototype ideas through an iterative process of gradual improvement.

(Mark Stickdorn, 2012)

8

Research methodologies

Highlight • Project plan: Explain the methods of project definition and research question.

• Critical thinking of each method: shadowing test, online questionnaire, make own label activity and interview, case study for design app, focus group, paper test, persona and user scenario, demo test and storytelling for final design.

• Illustration of whole methodologies.

9

Project plan

The whole dissertation project will apply wild range of different research methodologies, each of the methodology has a distinct goal; In order to figure out a reliable result. Those methods used for divergent and convergent design thinking.

In this project, the significant thing is that understand user experience; what consumers experience food labels and how they feel? In order to investigate enhancing user understanding food and interaction with food labels more clearly, it separate three parts of this project: display, understanding and conceptualisation.

FAT ACID Energy

Fat

Sat

sugar

salt

892 KJ 213CAL

12.9g

3.3g

0.3g

0.5g

18%

17%

1%

5%

11%

Display

MINERALS

?

Understanding

Conceptualisation

It discusses the development The most impor tant to note It is using research to practice of food labels in the UK. The i s t h a t w h a t s c o p e u s e r s concept design. T his par t Food Standards Agency was experience food. What extent i s i n v e s t i g a t i n g t h e i d e a launched new food label last users comprehend food label. h o w w o u l d w o r k a n d t h e year. What is the motivation How consumers think about commercial possibility. the UK government wants to th e new fo o d lab e l? W hat redesign food labels? What information they want to know, consumer and marketer think and they care about mostly? about food labels. This phase This investigating is essential base on literature review.

to the whole project and the results from this phase will direc tly relate to concept design.

10

The methods of understanding Starting with shadowing test that aim to observe consumer behaviours and purchasing motivation. After shadowing test done, there will be an online questionnaire to understand how consumers deem food labels and the more detail about what factor influence them to buy food.

This part will write with understanding stage on chapter four: Users’ experience online survey and make own food label activity use in this phase. Make own food label activity are facing to face to participants to let them select food information that depend on their priorities, and also interview them why they choose this information. Moreover, what kinds of users’ experience would affect their purchasing motivation.

When the primary and secondary research done, the initial concept design will generate by paper mock-up, after that will organise a focus group to discuss what else information or service can be involved. Also, it is the excellent opportunity to look for social and health benefits through member’s discussion. Before the demo app produce, users experience journey map and scenario will be used by redefining the design brief and function. The demo app testing will practice at supermarket to make participants to review and image the entire program of app and evaluate the final design.

Methodology Analysis

Users’ experience is quiet complex to research and design, as so selecting the right methods and how to organise all of them become critical to this project. In this stage, it will discuss why choose those methods to do the primary research and concept testing and talk over the pros and cons of each method. As the graphic shows on below,

11

(Display) Secondary Research: Design in food labels

N

Benchmark

Nutrition knowledge

Consumers’ respond

Health strategy

Marketers’ respond

The reason for adopting shadowing test is that designers need to know what kinds of user’s behaviour will be when consumers purchase food. The most important thing is that cannot make consumer know observer is observing them, just watching and thinking about why they do that. After that, asking them what is the motivation they want to want buy this food. In this test, choosing different target groups, such as students, middle-aged people, household and elder people. The advantages of this test are you can observe unseen parts which are from survey and report, because user’s behaviours are inadvertent; consumers just use to do this act that is without reason.

(Understanding) Primary research: Users’ experience on food

Benchmark

Shadowing Test On-line questionnaires

Make own food label activity Interview

The online survey is designed to gather people’s opinions of food label, what kinds of message users precisely would want to experience. These are access to old and new food labels, and the information users will use when they are in the supermarket. The online questionnaire put on the social network. As so, most of the participants are between from 20 to 30 years old and reside UK right now. The advantages of online survey are that can easily design and collect numerous data in a very short time. Moreover, the result can transform into graphs and charts in short way. However, the weaknesses of using the questionnaire that is hard to control the source of participants and multiple choice sometimes could not exactly indicate user’s opinions. However, there still have some reasonable results which are from members who leave comments on open answer, so that the online survey’s outcomes could be equitable both in quality and quantity.

Make own food label activity is kinds of face to face interviews, but it design like a game to make participant feel fun with this activity. This action seeks for comprehending what kind of information purchasers exactly care about and do they understand food label?

12

In this method, participants are asked to use several cardboards that have information about food labels and nutrition information, and those cardboards separate two sizes to make members make list of their priorities depend on the different type of food. The participants in the stage are from distinct eating habits which are useful for research, because some of them have a special diet, some of them are not. It can easily see they have very divergent priorities. The advantage of this method is that can see something interesting results, such as, when they select an information, they will talk to themselves and say: “I do not know why I choose you, I just will read this every time.” “It would be good if this information shows on labels.” “I do not know nutrition, but I will look for it.” Moreover, in this research, it can be seen some of them cannot really know all of the information which show on food labels, and this could not be seen on the online survey. The disadvantage is that need to spend more time to prepare and review.

(Conceptualization)

Mind mapping

Create your own labels!

Log in

Concept desing and development

P

Sign up

Scan the barcode!

Log in

Paper prototype

Demo test

Sign up

PEST

Focus group

Case study

Persona & scenario

Mind mapping and PEST analysis use to determine first concept, after then, Case study of app would be an essential step to involve in concept design, it use to realize the rule and consider how customers feel this app while using it. What designers want users to experience?

The first focus group determines what function or service they would like to experience, and lead to social, and health benefits with a paper prototype. The advantage of it is to gather various comments and give the host some idea to do the design concept. However, those comments could be a problem as well. The original target of the initial concept would be easily overthrown. Next, the persona and user scenario are very helpful to evaluate and present and simulatethe whole flow of concept and investigate unseen parts. The advantage: it can simply review concept design and make an explicit list think about what kinds of function can use and what is not necessary to the final design.

Summary Based on the feedback from those methods, could be used to the benchmark of design and build up the final app demo. Moreover, in the final phase, using apps’ case study and mobile market’s to figure out the benefits to food industry.

13

Food label development in the UK Highlight • The motivation of redesign food label • The relationship of food label and health diet strategy.

• Publics and markets respond for food labelling and diet strategy • The link between new food label and diet and open food project

14

sugar Satof t his l it t le evide nsalt ce is applied at a policy level, while public health campaign groups argue that 0.3g growing mental 892 KJ 0.5g 3.3g 12.9g ill health is linked to our modern diet.

213CAL (Allan McNaught, 2012)

Energy I t note s Fat t h at

11%

18%

17%

1%

5%

15

As it is well known, there have many different types of the food label in the world. The primary function of labelling is support consumers to understand the detail of food. Examples of standard food labelling include company information, nutrition, list of ingredients, best day, products of origin, suitable for vegetarian and s torage; i t is inte r me diate be t we e n manufacturers with consumers. Each of the food label shows the component of food and its nutrition and what consist of it. In consequence, food labelling becomes an essential role to help consumers to oversee themselves, what the food they eat is healthy or not.

The health state of UK

In this chapter will discuss two different intention strategy of food label in the UK: Five a day and Front of food traffic light labelling. Before introduction strategies, the first think need to note is that the health state of UK. Government costs the great amount of money in order to deal with the obesity, which causes potential risk to

conditions such as high blood pressure, heart disease and diabetes. Redesigning food labels are the option for government; encourage consumers to eat healthily and make a healthier decision of food, and also, that is the primary value that a hope could involve in the whole open food project.

16

“Among the most quoted figures on the topic are those of the 2007 Foresight Report, which stated that almost half of the UK population could be obese by 2050 and that the total cost of this problem could reach £50 billion a year.”Obesity in the UK: analysis and expectations.

As the infographics displayed from Aviva Health Check UK Report, The aged 18-24 seem to be at a healthy weight, with 60% of the population. However, with the growth of age, people seem more overweight, the ages are located on above 35 years old with average 35% of the population. It is interesting to note that the age range of 35 to 44 shows high rates of overweight and the publics of 45 to 54 years old and the age of above 65 have the obesity issue.

17

This map shows the obesity and healthy weight of each area in the UK, there are just five regions that are below the 50% population of overweight or obese people; London with 43% is the lowest, South West (44 percent), 47 percent of South East, East of England and North West (47%). That would be a great issue in United Kingdom need to deal with obesity.

18

Two type of food labelling to encourage health choose.

The five of day labelling had been launched for a while. National Health Service, is subordinate department of health. In the NHS website, there has a service about living well, giving recommendations to people how to have a healthy life. It is public knowledge when consumers purchase fruits like apples they can see the food label shows the information about five a day.

The meaning about five a day from NHS defined “highlights the health benefits of getting five 80g portions of fruit and vegetables every day. That is five portions of fruit and vegetable in total, not five portions of each.� The advice is based on the World Health organization guidelines, recommending having a minimum of 400g of fruit and vegetables per day can reduce the risk of health problems, such as heart disease, type 2 diabetes, obesity and stroke, but the principle only sites for over 25 years old publics.

Fruit and vegetables are the sources of numerous vitamins and minerals, like vitamin C and potassium. Moreover, they have abundant dietary fibre. A high diet of fibre can help maintain a healthy intestinal tract, preventing constipation, digestive problems and lowering risk of bowel cancer. The most important thing is that fruit and vegetables promote the health and balanced diet. Fruit and vegetables are low in fat and calories. That is the main reason eating them could help publics keep a healthy weight and heart. As so, the government of United Kingdom believes that the label of five of the day could make consumers eat more health by encouraging them to buy fruits.

19

Three type of FoP labelling.

The backpage of labelling combine traffic light.

Another food labelling is Front of food labelling combined traffic light. The Food Standards Agency of United Kingdom (FSA) launched a new food label which is called Front of food label (FoP labelling) last year. The backgroud of FoP food labelling is that the government think they need to “provide a vision of clear and consistent summary nutrition information to help consumers make better informed food choices, also to help them improve their health, such as obesity, high blood pressure, heart disease and diabetes.” (Food Standards Agency and Department of Health, 2013) The Front of pack food labelling used traffic light colour with five nutrition (fats, saturated fats, sugars, salt and calories) to warm people that the red colour is higher than Guideline Daily Recommendation /Reference intakes and the term of “ready to go or eat to go” is also a concept of FoP food labelling. Nutrients of fats, saturated fats, sugars, salts are confirmed that would impact on people’s health negatively if people have eaten in large quantities. As the result, the government choose those nutrition information, such as fats, salt, sugar and energy to show on the front of pack to make users who seek to diet and lose weight, generally cook from scratch and shop for food for children can make the right decision, also potentially encourage healthier choices.

However, the new labelling is provided voluntarily by food manufacturers so that consumers will see many different kind of FoP labelling in the market. In other words, the government of UK does not restrict manufacturers to use the sample of the food label which design by government, just providing the rule of nutrition intake. Besides, this traffic light labelling is not only used in FoP labelling, but also is used in backpacking. As a result, it could make consumers confuse about that different type of FoP labelling.

20

The guideline of FoP labelling The principle of Front of pack food labelling is based on the rule of reference intakes or guideline daily recommendation; in order to calculate easily, the information shows the energy value on FoP food labelling is according to 100g/ml per unit. Moreover, the food labelling needs to provide size of a portion. For example, half a pack or one burger.

As the table (Reference intakes of Ready meal) shows the reference intakes which people should eat a maximum of nutrition intake; the six type of nutrient are the standard of FoP labelling.

Per 100g

Per Portion (400g)

Energy (kJ) Energy (kcal)

8,400 2,000

Fat

70g

2.2g

8.8g

Saturates

20g

0.4g

1.6g

Sugars

90g

1.5g

6.0g

Salt

6g

0.35g

1.4g

353kJ/84kcal

Amount of nutrition or energy per portion RI

1,411kJ/336kcal

*100 = % RI

21

The health strategy Behind the food label, the other thing need to note; Balance diet is an important attitude for public.

It involves healthy eating and lose weight with a healthy method. Moreover, diet relate to food which you eat, as so how to buy food and eat is an issue that can investigate (How to make consumers understand food). As we all know, eating health is important to everyone, the NHS launched a strategy about those diets.

Balance diet The balanced diet the government of United Kingdom had released the guild line about it; eat well.

The strategy of eating well separates five group of food, such as fruit and vegetables, starchy foods(bread, rice, potatoes and pasta), meat, fish, eggs, beans and other non-dairy sources of protein, milk and dairy foods, as you can see the picture below.

Fruit and vegetables (Includes fresh, frozen, juiced, dried or tinned fruit and vegetables)

Starchy foods (Includes bread, rice, pasta and potatoes) is consist of Energy, fibre, and vitamins and minerals

is consist of Vitamins, minerals and fibre How much have to eat each day?

A: Five portions

How much have to eat each day?

A: A third of everything we eat

Meat, fish, eggs and beans (Includes fresh meat, fresh and tinned fish, eggs, nuts and pulses) is consist of Protein and vitamins and minerals

Milk and dairy foods (Includes milk, cheese and yoghurt)

How much have to eat each day?

A: Two to three portions (one portion is an egg or a serving of meat/fish the size of a deck of cards)

How much have to eat each day?

A: Two to three portions (one portion is a small pot of yoghurt or glass of milk)

Foods containing fat and sugar(Includes cakes, biscuits and fizzy drinks)

“ When it comes to a healthy diet,

is consist of Protein and calcium

balance is the key to getting it right.

This means eating a wide variety of

is consist of Energy

foods in the right proportions, and

How much have to eat each day?

A: One portion (two biscuits or a small chocolate bar)

consuming the right amount of food and drink to achieve and maintain a Hagen dazs

Source From BBC science

healthy body weight.”(NHS, 2014)

22

Indeed, these five groups of food consist in wide nutrition that we need. Putting on starchy foods such as potatoes, bread, rice and pasta; with plenty of fruit and vegetables; with some protein-rich foods (meat and fish), some milk and without eating too much highly sugar and fat; these kinds of meal is not only make people feel full, but also get a healthy body. That is important that human being need eat balance.

What is healthy eating?

Health eating is relating to balance diet. In

this strategy is that it needs to comprehend two

the food labelling development phase, we

important criterion of healthy diet; eat the right

already know that government made efforts to

number of calories which depend on how you

improve peoples’ health and bad eating habits.

activity for that you can balance the energy you

For example, eat too much fat and sugar from

consume with the energy you use, after then

processed food, fizzy drinks and sweets. As

ensure having a wide range of foods that is

so NHS offered a simple tip to make people

based on balanced diet.

follow healthy diet; the Eight tips for healthy

The next step is following the eight simple tips:

eating. This method is based on balance diet with the five of day labelling. The first step of

Base your meals on starchy foods.

Ensure having lots of fruit and vegetable.

Eat more ďŹ sh.

Cut down on saturated fat and sugar

Have less salt as you can.

Get active and be a healthy weight.

Do not get thirsty.

Do not skip breakfast

The first and second tips accord to balance diet. The third tips is due to fish normally has more good fat than meats. The fourth step is that eat too much salt will raise blood pressure and too much saturated fat increases the risk of developing heart disease and sugar will gain weight. Physical activity is usually related loss weight (consume excess energy). The reason

of tips 7 is that the human body needs 1.2 litres of fluid every day to prevent from getting dehydrated, but drink water or milk or fresh fruit would be better. Breakfast would help people control weight according the nutrition science; also, a healthy breakfast is part of a balanced diet.

23

Loss weight with a healthy method

The final strategy is the most people

fundamental method which is the healthy diet

(especially younger people) care about, and

and regular physical activities with individual

the government try to use new food label to

loss weight plan (12 weeks); it is also the normal

reduce the population of obesity. There have

way to suit for everyone.

several methods to lose weight which is depend

As we all know that, the healthiest way to

on different and have medical diagnostics,

decrease weight is neither overeating nor

physique such as low carbohydrate (carb) diet,

bursts of exercise, because the body likes slow

low-GI diet. However, what is the method of

changes no matter eating food or exercise. As

losing weight which is suitable for public’s?

NHS said “the best way to lose weight is to

Smolin published the Nutrition: Science and

make long-term changes to diet and physical

Applications indicate “Weight reduction can

activity that result in a steady rate of weight

be accomplished by reducing energy intake or

loss.” Moreover, loss weight benefits for both

increasing energy output. The rate of weight

physical and mental health, and it is important

loss is increased when a reduction in calories

to help people from the weight loss strategy

is combined with regular exercise.” This

and choose food (diet).

method as NHS and BBC good food provide the

The basic nutrition people need to know The nutrition consist in different type food, the table from the Nutrition UK provides a simple and clear way to make consumers understand, this could be a benchmark for design.

Name

Function

Carbohydrate Provides energy for the body.

Sources All starchy foods, such as bread, rice, potatoes, pasta, cereals and cereal products;fruit and starchy vegetables, milk and milk products, sugar, preserves and confectionery.

Protein

Provides amino acids (building blocks) that we can’t make ourselves. Needed for growth, development and repair of the body. Also provides energy.

Meat, fish, eggs, dairy foods, cereal products such as bread, soya products, nuts and pulses.

Fat

Provides essential fatty acids (that we can’t make ourselves but need in small amounts), as well as energy. It also carries important fat-soluble vitamins and is important for their absorption.

Fats and oils, meat and meat products, dairy foods, oily fish, nuts, cakes, biscuits, pastry products, crisps and other snacks, chocolate.

Vitamin B1 (Thiamin)

Helps to release energy from carbohydrate. It is also involved in the nervous system and the heart.

Whole grains, nuts, meat (especially pork), fruit and vegetables and fortified breakfast cereals.

Helps to release energy from food and is needed for the normal structure and functioning of the skin and body linings.

Milk and milk products, eggs, rice, fortified breakfast cereals, liver, pulses, mushrooms and green vegetables

Helps to release energy from food, and is important for the normal structure of the skin and body linings. It also keeps the digestive and nervous systems healthy.

Meat, wheat and maize flour, eggs, milk and milk products and yeast.

Helps to release energy from protein, and helps to form haemoglobin in blood (the substance which carries oxygen around our bodies).

Poultry, white fish, milk and milk products, eggs, whole grains, soya beans, peanuts and some vegetables.

Vitamin B2 (Riboflavin)

Vitamin B3 (Niacin)

Vitamin B6

Vitamin B12 Important for making red blood cells and to keep the nervous system healthy. Also helps to release energy from food.

Meat, fish, milk and milk products, cheese, eggs, yeast extract and fortified breakfast cereals.

24

25

Name

Folate/ Folic acid

Function

Needed for the formation of healthy red blood cells. It is also needed for the nervous system and specifically for the development of the nervous system in unborn babies.

Vitamin C

Acts as an antioxidant and is important for the normal structure and functioning of body tissues. It also helps the body to absorb iron from non-meat sources such as vegetables, as well as assisting the healing process.

Vitamin A

Important for the normal structure and functioning of the skin and body linings, e.g. in lungs. It also helps with vision in dim light as well as keeping the immune system healthy.

Vitamin D

Vitamin E

Sources

Green leafy vegetables, wholegrain products, liver, nuts, peas, oranges, bananas and fortified breakfast cereals.

Fruit especially citrus fruits and berries; green vegetables, peppers and tomatoes.

Also found in potatoes.

Liver, whole milk, cheese, butter, spreads, carrots, dark green leafy vegtables and orange-coloured fruits, e.g. mangoes and apricots.

Needed for the absorption of calcium and phosphorus from foods, to keep bones healthy.

Recent research also suggests that vitamin D enhances immune function and improves muscle strength.

Oily fish, eggs, meat, fortified cereals and spreads. Most is obtained through the action of sunlight on our skin during the summer months.

Acts as an antioxidant and protects the cells in our bodies against damage.

Vegetable and seed oils and spreads, nuts and seeds.

Needed for the normal clotting of blood and is required for normal bone structure.

Green leafy vegetables, meat and dairy products.

Important for the formation and maintenance of strong bones and teeth, as well as the functioning of nerves and muscles. It is also involved in blood clotting.

Milk and milk products, cheese and other dairy products, some green leafy vegetables such as broccoli, fortified soya bean products, canned fish (if containing bones that are soft and can be consumed) and bread.

Vitamin K

Calcium

Fluoride

Iodine

Helps with the formation of strong teeth and protects against dental decay (caries).

Fluoridated water, tea, fish and toothpaste.

Needed to make thyroid hormones, which control many metabolic processes, and keep our bodies healthy.

Milk and milk products, sea fish, shellfish, seaweed and iodine-fortified foods, such as some salt.

Name Iron

Function Required for making red blood cells, which transport oxygen around the body. Also needed for normal metabolism and the functioning of enzymes that remove unwanted substances from the body.

Sources

Liver, red meat, pulses, nuts, eggs, dried fruits, poultry, fish, whole grains and dark green leafy vegetables.

Magnesium Helps to release energy from food and to maintain water balance. It is also important for the formation of strong muscles, bones and teeth.

Found widely in foods, particularly green leafy vegetables, nuts, bread, fish, meat, milk and milk products.

Needed for the formation of healthy bones and teeth, and for the release of energy from food.

Red meat, milk and milk products, fish, poultry, bread, rice and oats.

Phosphorous

Potassium

Sodium

Zinc

Selenium

Water

Fibre

Controls water balance in our bodies and helps maintain a healthy blood pressure. It is also involved in the normal functioning of nerves.

Helps regulate the water content in the body and the balance of electrolytes. Also involved in the use of energy, as well as the functioning of the central nervous system.

Helps to release energy from food. Needed for cell division, growth and tissue repair. Also necessary for normal reproductive development, the immune system and healing of wounds.

An important component of the body’s defence system that protects our bodies against damage. It is also necessary for the use of iodine in thyroid hormone production, as well as the normal functioning of the reproductive system.

Not a nutrient in the classical sense, but is essential for our bodies to work properly, for example for regulating body temperature, cushioning the joints, controlling blood pressure and keeping the body in balance.

Not a nutrient, but improves the movement of the gut contents and helps prevent constipation.

Some types of fibre also help lower blood cholesterol and glucose levels.

Fruit (especially bananas), vegetables, meat, fish, shellfish, milk and milk products, nuts, seeds and pulses.

Very small amounts in raw foods. Often added during processing, preparation, preservation and serving. Currently intakes of sodium are too high and so although some sodium is essential, most people need to reduce their intake substantially.

Meat, milk and milk products, cheese, eggs, shellfish, wholegrain cereals, nuts and pulses.

Brazil nuts, bread, fish, meat and eggs.

All drinks including water, milk, and juices. We actually get roughly 20% of our water requirements from the food we eat. Water-rich foods include fruit and vegetables, soups, stews and sauces.

Cereals, beans, pulses, lentils, fruit and vegetables.

26

27

What do consumers and marketer think about food label?

The government of United Kingdom launched several strategies to maintain public health, also provided the way to let people to understand how to eat (NHS website). However, public seem not satisfied, even the UK government organization launched the strategy about health diet, it just a partial success and there have some argument about those strategies. In this phase, investigating about how consumers and marketers feel the new food label and their feedbacks of strategies.

28

The five a day

The report released from Health and Safety

fruit and vegetables than younger generations,

Executive (HSE) in 2010 showed “less than a

which are around 33% of aged 65+, 12% of

third of adults currently meet the five a day

aged 25 to 34 and 15% of 18 to 24 years old.

target and around one in five children aged

Another point need to highlight is that greater

five to 15 meets the target, with the average

proportions (25%) do not have even a single

being just three portions a day.� Moreover, it

daily portion of fruit or vegetable. Also, there

is interesting to note that a survey from Aviva

have significant aspect to note that public

in April 2014 indicated that just 20% of the UK

would be more interesting in coffee/ tea and

population meet the goal of five a day and

biscuit more than fruit and vegetable. More

vegetables while two-fifths (40%) of people

Britons (28%) having at least five cups of tea or

have the equivalent of just one portion of fruit

coffee daily and 26% of British consume at least

or vegetables a day or less, that is a quite deal

one fizzy drink daily- rising to 33% amongst

of difference from five a day and recent call

the obese. Additionally, the report of Aviva said

seven a day recommendation. Around 39%

that 34% of British have at least one portion of

of publics are basically eaten two and four

chocolate or crisps per day and 25% of public

portions per day. Moreover, women are likely

have daily sweets, biscuits. Apparently, even if

to reach the guideline more than men- 22% of

government released five a day labelling, which

women compared with 17% of men, and elder

aim to encourage public to eat more fruits and

generation seem to care about eating more

vegetables, it seemed not genuinely success.

29 FoP food labelling

Energy

Fat

Sat

sugar

salt

892 KJ 213CAL

12.9g

3.3g

0.3g

0.5g

18%

17%

1%

5%

11%

Before government launched the front of pack food labelling, FSA organized the citizens’ forums and joint response to the consultation to discuss the possibility of front of pack food labelling (city forum FoP).

Energy

Fat

Sat

sugar

salt

892 KJ 213CAL

12.9g

3.3g

0.3g

0.5g

18%

17%

1%

5%

11%

The positive

Even if consumers strongly suspect the FoP food labelling, there have some positive point to note. In the report, it said that FoP food labelling would be useful for obesity or people who need to maintain their weight. Also, the visual prompts could make consumers identify healthier food immediately without referring nutrition value. Furthermore, respondents said that the new label can used to balance diet, if they want to buy the red labelling of chocolate bar, they could be the green sandwich and front of food labelling could not make shopper stop buying food while make them eat not too much.

The doubts

T h e r e h ave s o m e a r g u m e n t s a t t h i s repor t. Firstly, par ticipants argue that even overall people think provide the five basic information on FoP labelling is enough, some of them believe FoP labelling should also supply the nutrition such as, carbohydrates for diabetes and also commented on public health aspects., and the other food information such as, unprocessed, as sold, as consume.

Moreover, some participants thought that traffic light labelling is usefulness to colourblind consumers.

30

Secondly, the purchase motivation and consumers’ behaviours, the report of city forum FoP showed that people would not watch the food label all the time; one of participant said “if you don’t need to look at it, then don’t look at it. It should be there just if you need it, if you want to know about it.” This report shows that most publics seem not be changed the behaviours of purchase just because of the food consist of bad nutrients; they would more care about other conditions. For examples, if there have the labelling showing half price, it would make consumers choose this food; even it is not good for them. Another interesting point is ages; the motivation of purchasing would change in different disparity age. Younger people would think they are still young as so they can eat what they want, although the FoP food labelling tell you it is unhealthy. Moreover, elder older respondents would feel that they are unlikely to learn all the different features of multiple schemes.

They feel that it is the complexity involved in comprehends how to use all of the different systems.

In the awareness phase, a respondent said “I have looked online for information before.

However, I am on a diet. I am attending a place to diet, so I am always looking for different ideas and more information, so I do not know if that is the only reason.” People get the nutrition information would be when they are on a special diet, or they see or hear on TV or radio, but not use the food labelling to comprehend the nutrition; this is a similar situation with an online journal from Marketing Week, 37% participants strongly agree that nutrition information is not easy to understand, and also 35% significantly think that consumers have the responsibility for health and balance diet.

Finally, the trust is also a considered view of consumer. The infographics indicate that consumers hope retailers explain more what exactly in the product they sell with 22% strongly agree and 38% agree. It is as the report of citizens’ forums on food: Front of Pack from FSA said that people generally just want to know what is in the food and that consumers indeed have a right to know what food producers were putting into their food.

31 The awareness of health diet and exercise The overall strategies have the common is that to enhance peoples’ awareness of nutrition, or it can be said enhancing the healthy consciousness. This part is important to the whole open food project, which hope can leads the health and social benefits to the food labelling.

Men Women

Proportion agreeing with attitudes to healthy eating, by sex Base: Aged 16 and over Healthy foods are enjoyable I really care about what I eat The tastiest foods are the ones that are bad for you I get confused over what＇ s supposed to be healthy and what isn't If you do enough exercise you can eat whatever you like Healthy eating is just another fad 0

10

20

30

40

50

60

70

80

Percent strongly agree/agree

HSE 2007

Figure 5: Responses of adults to the question ‘What difficulties might you have with eating more healthily?’

Cooking skills I don't know enough about healthy eating Experts keep changing their minds Busy lifestyle Taste preferences of household members I don't want to change my eating habits No difficulty trying to eat healthier Lack of will power I don't want to give up foods that I like Price of healthy foods 0%

10%

20%

30%

40%

Source LIDN, 2005

The report of The Aviva Health Check UK Report and Knowledge and attitudes towards healthy eating and physical activity: what the data tell us from NHS, which involved the HSE, LINDS and TGI survey, showed very interesting points. Most people have the knowledge of balance diet and would like to change their diet. As the HSE 2007 asked adults to declare how strongly they agreed with attitudes to healthy eating. 80% of women said healthy foods are enjoyable and 66% of men feel enjoyable, 74% of female and 64% of male stated I really care about what I eat. In turn, 34% men got confused over what’s supposed to be healthy and what isn’t (24% of women) and male (20% male compared 14% of female) appeared believe that did enough exercise you can eat whatever you love. However, it seemed a little hard to change their eating habit. The other significant factor is the price.

As the source LIDN,2005 showed that 34% publics think price of health foods is the barriers for them. However, eating health (balanced diet) it can costs less money.

32 Poor

Net good 64%

Very poor

Neither good nor bad

Very good

13%

Excellent

Net good 54% Net good 49% 51%

15%

8%

44%

41% 41%

39%

Net good 32%

32%

4% 27% Net poor 23%

28%

2% 21% 13%

Net poor 10% 1%

Net poor 9% 1%

9%

8%

Underweight

Healthy

Overweight

Obese

The Aviva Health investigated the obesity and mental health, in the obesity phase, it showed that even half of the UK population is either overweight or obesity, a considerable population of them still think they are in very good or excellent health.

Marketers’ version The marketers’ version is discussing what marketers think about the front of pack food labelling and the communication with consumer.

The rebound of new food label The most point that marketers think FoP food labelling would affect their sales. The manufacturers of Mediterranean food- the Parma ham, mozzarella and sausage indicate would be classify to red colour due to front of pack food label highlight the salt, fat and sugar, and it could be influence consumers to choose food. However, this point would also an advantage for industry that in adopting an integrated front of pack nutrition label; “because of standardised system across manufacturers and supermarkets would be to ensure that no one manufacturer or supermarket would be able to disguise high nutrient levels in their food products” said from the report of Citizens’ forums on food: Front of Pack Nutrition Labelling. Nevertheless, the front of pack food labelling seems not a great disadvantage for marketers, there have another issue that operators need to consider; the communication with consumers.

33

The infographics from Marketing Week showed some interesting points. As it mentioned before, most consumers prefer that marketers explain what is in the food, but in the marketers’ view, 81% of marketers think they always try to provide consumers with clear, accurate product information. It seems that consumers and marketers have nothing in common in this survey. Also, the journal said that “91 percent of companies share information about food labelling standards and nutritional information with both marketing and product development teams, yet just half make it available to 7 per cent to the public.� Consumers without faith to brands are reasonable, as this journal mention that if brands actually have explicit policies to consumer, but they does not show the information to publics that would be the main problem even there have front of pack food labelling.

34

Summary The development of food labelling in the UK involves significant effort, in order to enhance the level of living, and help people to improve their health. For example, obesity through front of food labelling to provide a simple way to make consumers notice that could be make consumers fat.

Five a day labelling encourage people to eat great amount fruit and vegetable as possible as they can. Moreover, NHS provides the guideline to let publics refer the balanced diet and healthy eating, as well as losing weight. However, there have some arguments. Examples of five a day, BBC health argued that five a day should be change to seven-a-day, because of research indicate that eat more fruits and vegetables reduce risks of death more. Moreover, publics seem not appreciated the strategy of five a day. “Less than a third of adults meet the five a day target and around one in five children aged five to 15 meets the target, with the average being just three portions a day.�

(HSE,2010) In the front of pack food label phase, publics appear that it is hard to change their eating behaviour, but it could make them notice the information that the government wants to deliver, also even they would watch out the labelling, consumers lack the faith to manufactures. On the other hand, marketers feel not comfortable in the beginning. They think it could affect the sales of products; however, it is also some advantage of front of pack food label such as, fake the nutrition, moreover, markers think that they already share the amount of information to each other and effort to provide a clear labelling, but consumers do not think so. In the balance and health eating stage, people seemingly have this awareness, while it is hard to change their behaviours as the FoP food labelling, especially obesity.

In sum up, the challenge of this project would be located on how to change the behaviours of consumers, and how to establish the customer and the company relationship to make consumers trust brand and brand share the information to purchaser effectively.

35

Users experience Highlight • Understanding the consumers’ behaviour • Online questionnaire to seek the experience of consumers (Food labelling ) • Make own label activity to figure out the detail of what kind of information consumers need.

• Interview to understand the special diet.

• The challenge of design

36

According to the Open Food project, this is

This chapter is to figure out the unseen parts

about building a new ICT platform that enable

of food labelling and what extent purchaser

the food industry to crowdsource sensory and

understand food label/nutrition and what are

experiential perceptions and attributes of food

their priorities (to provide the information for

products, due to marketers need to deal the

manufacture to consider about). There have

uncertainty and risk surrounding the level

four phase to observe users’ experience;

of success to create a new product because

shadowing test, online questionnaire, make

the limited access to customers that current

own food label activity and interview.

market research ability.

37

The shadowing test involves ten people, four Asian students from Brunel University; others are British (three elder people).

Shadowing test Introduction

Goal

Shadowing test is a useful method to

The goal of shadowing is that understand

understanding what kinds of situation would

the motivation of purchasing food through

affect users’ motivation when they purchase

observation. It is important to involve this test,

food, and that is essential for this dissertation.

it is a tool to let designer to comprehend what

Enhancing users understanding food labels,

factors of purchasing food are consumer care

it needs to know what kinds of experience

about, it could be not only food labels, but also

consumers have. In this stage will explain the

package, brand, culture and eating habit. As the

goal of this test and the results.

result, there have three tasks need to achieve at this test: Firstly, what kinds of food consumers will use food labels? Secondly, how long they read food labels? Third, what else information/ factor affect them.

38

Finding with three stages

In the first part, most elder people prefer to use food label or nutrition information more than younger people, and they will spend more time to read food labels. The reason is that elder people will more consider eating health; they look for the food that is healthy for them, such as salmon.

An elder woman who answers the question: why you look for same type food for a long time? She said that: “I just want to buy health food, like I buy salmon because I know it is good for me.” How do you know the salmon is good for you? “I search the information online.” On the other hand, younger people prefer choose the food they want to eat. If they buy biscuits and frozen sweets, they will notice the nutrition labels, but, they will still purchase that type of foods. If younger people who have a special diet, such as loss weight they will consider the nutrition information, but generally, they will just know calories.

The second phase, most people will read food label at least 30 seconds to two minute. Especially, younger people would read food label in very short time.

The other conditions influence consumer purchasing food are: the product they have been bought before, is fresh of products or not (vegetable, fruit, meat...), package, friend recommendation, brand, size and price. Consumers would think about the product that if they have been bought it before; it is reasonable because purchaser know how is the taste. Moreover, friend recommendation is another important section for people, the reason is if consumers want to try a new product it would be helpful when their friends recommend some foods to them. It is interesting to note that price is always a big issue for consumers. Most consumers will consider the price firstly when they buy food. How much costs of this food could affect purchasers’ intention. At this point, it could be a challenge and also be an opportunity for the design concept.

Overall, shadowing test see the direct user’s motivation of purchasing food, what are consumers thinking about. At this stage, it shows some interesting results, for example even consumers know biscuit, and frozen food are not health for them; they still buy it. To sum up, the important thing of shadowing test is that observes users’ behaviours and uses critical thinking to relate those results to next step researches and design.

39

Questionnaires Are you on a special diet?

Gender

Ages

90%

8% 30-40

10%

3% 40-50

Low trans fat

89% 20-30 Male 26

Female 36

0.2%

Yes

No

And what is it?

Low carbohydrate

0.3%

Low Calories

0.5%

Goal This part would continue shadowing test, it refer results from shadowing test to do online questionnaire to retest the outcome if it is useful or not, but it is more detail. In addition, it more focus on what consumers think food label and what are their recommendations.

In this survey, it will separate five parts. Firstly, what kind of elements consumers will consider firstly when they purchase food? Secondly, what extent they use food information. Third, what do they think about front of pack food labelling. Next, nutrition knowledge is to understand what consumers think about food labels, and the final stage is an open answer to let them leave comments about what else information they want to know and what is the problem of food labels.

Research Identity It needs to identify the goal, before designing this questionnaire. Food labels are designed for consumers who want to look for the information they want. As a result, the target users focus on 20 to 60 years old who are general people, but must have experiences of purchasing food by themselves. The online questionnaires put on the social network. The research target set on UK’s food labels, as so participants live in UK.

There have 62 participants in this questionnaire, involved 26 male and 36 female, and mostly aged between 20 to 50 years old. Moreover, there have six people have a special diet in the total 62 members, they are apart from one low trans-fat, two low carbohydrate and three low calories.

40 Result Analysis How frequently do consumers will use food label?

31%

34%

Who have special diet.

Total participants

8% 3%

4%

14% 1%

8%

5%

Always Usually Occastionally Rarely Never Depend on food 1.2 How much time will you normally spend to read general food labels in the supermarket?

73%

24% 3% Less 1 minute

1 - 3 minute

3+ minute

1.3 Where do you want to read food labels?

53% Supermarket/store

8% Home

34% (21 participants) will usually read food label, 29% (18 par ticipants) occasionally look food label and 3% (2 participants) never read food labels. Generally speaking, most consumers will use nutrition information, particularly consumers who have special diet, in 2 of six people (3% of total participants) always look nutrition information, 3 of 6 people (4% of total people) are usually read it.

Only one is occasionally use nutrient. The result is reasonable, because people with special diet need to count what kinds of nutrition they

Both 39%

eat and record it, as so they will more notice nutrient than general consumers. Question 1.2 shows that 46 participants (73%) would spend less 1 minute to read food labels in the supermarket. 15 people (24%) spend 1 to 3 minute, and just two participators (3%) cost more than three minute on reading food label.

In the location phase, 33 of people (53%) read food labels in the supermarket or store, only 5 participants (8%) read it at home, but it is surprising that 24 people (39%) will both read at home and in the supermarket/store.

41 2. What element consumers would look for firstly?

4% 11% 19% 10% 9% 1% 23% 7% 2% 12% 1% 1%

8% 8% 6% 9% 11% 0% 1% 20% 5% 3% 18%

Price

Brand

Fresh

Package

Use by/ Sell by Nutrition

Friend recommendation

Size/Weight Country of origin Organic

Snacks

Drinks

20% 8% 5% 7% 3% 0% 19% 7% 9% 6% 4% 5%

9% 7% 4% 7% 3% 1% 20% 13% 8% 12% 4% 10% 2%

Vegetable and fruit, meat and fish

Dairy food

20%

Cooking guidance Bought it before I don't buy it Other

8% 3% 11% 8% 6% 1% 10% 5% 12% 5% 3%

Processed food

This part is to understand more detail about what conditions (both message on labelling and other factors which this the results from shadowing test) would affect users’ intention. It is not surprised that the price option is always on the top in all food group. In the vegetable, fruit, meat and fish (fresh food) section, most people would care about if it is fresh or not (22%), which is as the same as shadowing test, consumers through the colour of food to understand it if is fresh, even the package provide the “best date” element. It could say that consumers seem do not trust marketers. Third and fourth one are size and nutrition, which is 20 (9%) and 17 (8%) people. Diary food, besides price, second and third are nutrition (23 consumers, 13%) and brand (22 consumers, 12%). The reason that nutrition will rise on top two is that the impression of diary food would let users think that is unhealthy and too much fat. In the processed food and snacks (biscuits) part, the outcome is the same between these two sections, brand and package, which 21 (11%) and 35 (19%) of consumers choose brand, 23 people (12%) will consider package. The outcome from shadowing test is close to this result. Most processed food and snakes cannot see inside. As a result, purchasers need to use the image shows on the package to determine if it is delicious.

In drinks section (including juice and alcohol), brand (34 people, 18%) and bought it before (21 people, 11%) are the selection consumers prefer it. The reason consumers would think “bought it before” is important to them is that drinks is less type than other food group, and drink is more hard to image the taste.

42 3.1 Will Fop labeling make you notice nutrition information more than general food labels?

No

15% 16%

I don’t know

69% Front of pack labeling

Yes

3.2 Can you understand the nutrient information which shows on the front of pack labeling?

50%

Not very clear

3% 3% 6%

3.3 Do you think Fop labeling provides enough nutrition information?

Or does the information you want to look for?

Not all of them

55% 8%

No, I can't understand all of them

47%

No Other 2%

3% 6%

35% Yes

Yes Who have special diet.

Who have special diet.

The third part, what do consumers think about Fop labelling. The outcome of question 3.1 displays that 69% (43 participators) will pay attention nutrient more than packages which just have general labelling, 15% and 16% (9 and ten people) say that no and I do not know would notice or not. The reason around 31% participants think they do probably not note this nutrition labelling is that front of pack food labelling is small and people could not aware this information simultaneously.

The secondary question, the answer shows that 50% (31 people) cannot surely understand, they think it is not clear, 47% (29 people) say they understand all of the information. It can be seen that most people do not have enough awareness of nutrition.

Those information shows on FoP labelling are common nutrient, but half of all participants still cannot understand.

In Question 3.3, 55% (34 people) do not think it provides enough information, 35% (22 people) say yes, and in the people with a special diet, 4 of six people both can understand all information and believe it provides the information is they want, only two people both feel that is not clear and not sufficient to them. Similarly, if consumers do not have a special diet, they would not know what is mean of that information even UK government launch the FoP labelling, this problem still there.

43

Nutrition knowledge

4.1 Can you understand nutrient meaning that are provided on food label?

Not all of them

4.2 Can you understand what lower fat, reduced fat or sugar free really means?

Not all of them

52%

71% No 3%

3%

6%

26% Yes

Who have special diet.

No 6% 3% 6% 42%

Yes Who have special diet.

The fourth stage discusses about nutrition knowledge, what extent consumer know nutrient. 71% (44 people) cannot understand all of nutrient provide on food label, just 26% (16 participants) comprehend that nutrition. Next, 52% (32 people) do not undoubtedly understand what does the lower fat/ reduce fat and sugar-free mean, 42% (26 participators) say yes, they can understand all of them. The outcome from this stage shows that most people do not know that what kind of nutrient is good for their body, what nutrition can eat more and what does not.

The point I am making is that most people do not really want to read food labels, because they think it is not easily to find the information they want, scientific words they cannot understand, a n d t h ey d o n o t t r u s t B r a n d s . T h ey wa n t m a n u f a c t u r e r to t e l l t h e t r u t h a n d t o u s e t h e d i r e c t l y o r i n t e r e s t i n g w ay .

44

Open answer In the final phase, what is the main problem of food labels, what else information consumers want to know and

The problem of food label: “Using the label low-fat on products just makes them look healthier, improper labelling with the intent of selling healthy alternatives can be confusing and annoying.”

“Some of them are too complicated to understand, no attraction and scientific word used.”

“Text size is too small for some products.”

“Doesn’t explain what is trans fat, saturated fat.”

“Sometimes it is difficult to find that information.”

The other information: “how does taste?”

“Is it delicious?” ”Artificial pigments.” ”The direct effect from the element.”

“If this brand helps disadvantaged people.”

“It is not about design of the label...It is about making people aware of those nutrition facts.”

“It is too cluttered. ”

How can it improve?

“Would be nice to have an advice on how the calories can be burnt from this or that product.”

“To put all nutrition facts on the front in big letters, in a humorous way (like the Innocent brand: which mentions: NEVER FROM CONCENTRATE!” “Information on how this vitamin, for instance, helps our health.”

Overall, there have some significant point in this online questionnaire. Firstly, in the phase of what element consumers would look at when they shop food. The price and brand are the most important option for consumers, but there has something interesting note is bought it before and friend recommendation. In these five groups of food, bought it before and friend recommendation have over average 10% rates. At this point, it could be an opportunity to concept design; these two sections can combine with brand section, make users review these products and lead social benefits. Secondly, it can be seen that most participants do not genuinely comprehend nutrition information. People do not have enough awareness of nutrient. Thirdly, message showed on the food label is mess, and the text is too small, consumers think that no attraction to make them watch. Finally, participators’ comments that what others information they want to know is divergent. Traditional food labels and cannot provide all information they want.

45

MAKE OWN FOOD LABEL ACTIVITY.

46

The rules

Introduction

The goal of make own label activity is to

There have two different sizes of cardboard,

understand users’ priority. This workshop

the big one mean very important message,

not only observes users’ behaviours, but also

the small size one is less important. In

understands and looks for unseen part of

other words, the large size means that show

shadowing and online questionnaire. Make own

more details; the small is that just display this

label activity can see what kind of information

type of food match this information Those

people exactly want and how distinct between

information of this activity shows on the

those participants; as it mentioned before

cardboard includ ed the fundament al

in the online survey phase, there have quite

information of food labelling and the

different requirements of the food label from

feedback from online questionnaire and

participants comment. Moreover, they will give

shadowing test. For example, exercise

the quality feedback. Make own label activity

information (e.g. how to burn energy),

involve eleven members, there have four male

health advice (i.e. good for your skin), price

and six female, which have two people have a

and taste.

special diet, and their age are between 25 years

Members need to make a list of food and

old to 30 years old.

healthy elements with sequence (the most important element is needed to put on the top.) to each nine food groups which are vegetables and fruits, meat and fish, dairy food, process food, sweets, drinks, biscuits, take ways and sauces and spices.

47

Participants’ priorities

Price

Date marks &storage conditions

Friend Recommendation

Taste

Bought it before

Calories

It is not surprised that the option of price is

they would not think price is the significant

always the one of top choice for consumers. In

factor to affect them to purchase even though

the nine type food, at least 63% (7 participants)

they put the price in the box, as well as the

will choose this information; the next overall

calories, some food like sweets and biscuit

options are date and storage conditions, taste,

they would care about it, but they still buy it. It

friend recommendation and bought it before.

is interesting to note that nutrition information

On the other hand, if it bases on people priorities to comprehend what kinds of element they select, even the option of price is still in the box, but it can be seen there are quite distinct priority between each participant. Some participators deem that the price is the most condition for them. The others would depend on the different

seems is not important for them (especially, the aged between 25-28 participants). The nutrition information is located on vegetable and fruits, meat and fish, dairy food and take ways. The sweets, biscuits and drinks are not the options they would consider the nutrients, even the participant who has lost weight issue.

type of food to decide the priority. Such as even biscuits typically expensive than vegetable, but

“if I see the nutrition or calorie is bad for me, it will make me unhappy; it is exhausting to eat a meal or food because of eating sweets or biscuits is happy thing or in the celebration events.�

48

In the what information/elements they really heart; that would be great for me.” want to know phase, Addition information such as exercise information bought it before, friend recommendation and health advice that do not show on the tradition food label; people would prefer to consider the friend recommendation and bought it before. It needs to underline that exercise information and health advice seem interested for participants; “if there have the information such as how many calories I need to consume after I finished this food could be good.” “Such as this food is good for skin or your

The par t of how do they think about the colour of traffic light labelling? In addition, the participants give the feedback of colour coding of the front of pack labelling; the result is quite different between researchers from literature.

10 of 11 people do not know about the colour meaning immediately, but if examiner remind them they can figure out the meaning.

49 Health Information

Food Information and Purchasing Motivation UK France Italy Germany Greece Spain

Country of origin

Fat-soluble vitamins

Vitamin B1 Vitamin B2 Vitamin B3 Vitamin B6 Vitamin B12 Vitamin C Folate/Folic acid

Vitamin A Vitamin D Vitamin E Vitamin K

Health Information

Food Information and Purchasing Motivation

Date marks and storage conditions Preparation and storage instructions

Allergy information

Organic food

Date marks and storage conditions

Nutrition information

Water-soluble vitamins

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Health advice

Cooking guidance The food will be thoroughly heated to a core temperature of 75°C, which minimises the risk of food poisoning.

Good for children/ Good for heart... etc

Trans Fat

Fat

How many gram should eat per day.

Protein High Protein Low pretein

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Health advice

Good for children/ Good for heart... etc

Bought it before

Package

Nutrition information

Brand

Health claims

Minerals

Calcium Fluoride Lodine Iron Magnesium Phosphorous Potassium Selenium Zinc

Carbohydrate Starchy Sugar

Sophie Meat and fish

Vegetables and fruits

Food Information and Purchasing Motivation

Health Information

Price

Price

Taste

Taste

Date marks and storage conditions

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Bought it before

Organic food

Bought it before

Friend recommendation

Date marks and storage conditions Preparation and storage instructions

Genetically Modified (GM)

Abby

Food Information and Purchasing Motivation

Health Information

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Cooking guidance The food will be thoroughly heated to a core temperature of 75°C, which minimises the risk of food poisoning.

Friend recommendation

Country of origin

Vegetables and fruits

Meat and fish

Overall, there have some results are similar with online questionnaire, for example, people care about price, brand and test. However, if it is depend on people’s priorities, it would be quite divergent. There have two examples of this activity. The first one, shopie, the participant cares

about the food information; the other (Abby) just cares the cost and calories. It can be seen that one select lots of information, others does not. It is hard to make manufacture to lighlight each elements on the food label.

50 Health Information

Food Information and Purchasing Motivation

Date marks and storage conditions Preparation and storage instructions

Ingredients

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Date marks and storage conditions

Allergy information

Health Information

Food Information and Purchasing Motivation

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Allergy information

Ingredients Protein

Cooking guidance The food will be thoroughly heated to a core temperature of 75°C, which minimises the risk of food poisoning.

with extra chicken made with butter with real cream

Bought it before

High Protein Low pretein

Trans Fat

Fat

How many gram should eat per day.

Fat Acids

Saturated fats Monounsaturated Polyunsaturated

Nutrition information

Organic food

with extra chicken made with butter with real cream

Ingredients

Nutrition information

How many gram should eat per day.

Health claims

Minerals

Calcium Fluoride Lodine Iron Magnesium Phosphorous Potassium Selenium Zinc

with extra chicken made with butter with real cream

Allergy information

Carbohydrate Starchy Sugar

Water-soluble vitamins

Fat-soluble vitamins

Vitamin B1 Vitamin B2 Vitamin B3 Vitamin B6 Vitamin B12 Vitamin C Folate/Folic acid

Vitamin A Vitamin D Vitamin E Vitamin K

UK France Italy Germany Greece Spain

Country of origin

Health Information

Food Information and Purchasing Motivation

Weight or volume Date marks and storage conditions

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Calories

You should eat how many calories in this food

Sugars

Sugars free Low Sugars

How many gram should eat per day.

Package

SWeets(supermarket/frozen)

PRocessed food

Food Information and Purchasing Motivation

Health Information Calories

Price

You should eat how many calories in this food

Food Information and Purchasing Motivation

Date marks and storage conditions Preparation and storage instructions

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Cooking guidance The food will be thoroughly heated to a core temperature of 75°C, which minimises the risk of food poisoning.

Calories

You should eat how many calories in this food

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Fat

Health advice Health claims

Bought it before

Friend recommendation

Brand

Health Information

Calories

You should eat how many calories in this food

Price

Taste

Taste

Bought it before

Food Information and Purchasing Motivation

Health Information

Price

Date marks and storage conditions

Taste

Bought it before

dariy food

Friend recommendation

Date marks and storage conditions

Organic food

Best day....

------------------------------------------------* -6°C for 1 week (pre-frozen food only)

Friend recommendation

SWeets(supermarket/frozen)

PRocessed food

dariy food

Make own food label activity is considerable for design food labels; it is not only shows that different people have their priorities, but also have opportunities which can be the function in the design. Such as the condition of price, how to make user purchase the health food in the budget could be an attractive point for the design. Also, the friend recommendation could be the customers’ review and lead the social benefits in the final design.

51

Interview

Users’ experience is most important thing in this dissertation; before enhancing users understanding food and interaction with food labels, it is essential to explore what users think about and what are their experiences. Moreover, the government encourage people to eat health (balance diets) and do more physical activities, especially residents who suffer obesity, overweight.

Curry is 28 years old; she studies marketing in Brunel University.

The interviewer is from Taiwan, who has some experiences of special diet and food allergy, such as she has great experience of loss weight, and she has lactose intolerance, also she cannot have too many iodine intakes. The main reason choosing her to interview is that she has adequate knowledge of food and nutrition during the Make Own Label Activity. As a result, I ask her some question about how she eats when she has a special diet and how she uses food label.

Question one: As you know there have several way of losing weight according to different physique, such as low- carbohydrates, low-calories, low-fats, low-GI…etc. Which one is your way for losing weight? Alternatively, you use another way to decrease your weight?

I try every single to lose weight and see a doctor. According to my experience, people can lose weight through diet without physical activity. For example, low-carbohydrates and low-calories are the ways that can let me decrease a large amount of weight (20kg) in a short term and do not exercise. However, if I just use the way like low- carbohydrates or not to eat any carbohydrates, I will feel a faintness and hungry quickly. It actually is not health for me, both physical and mental health. Moreover, it is painful to maintain whole process; because you cannot eat the food you like, such as rice, bread…etc. Low-calories also have the same problem, for example, if you want to eat cake; it is easy to achieve the recommendation of calories, like two pieces of cake, and then you cannot eat another food. The other way I have tried is that using physical activity to decline weight, but if I only rely on exercise not to control diet, it does not make my weight loss. Due to I eat the wrong food, after exercise. Every time, I will eat a banana immediately, after exercise, but banana has high Glycemic index that is the main reason I do not lose my weight. Nowadays, I try to use the way of controlling my diet and combine with physical activity. During this period, my friend told me I look thin than before, but the fact is that I am fat more than I use low- carbohydrates. As a consequence, I think balance diet with physical activity is better than just rely on low-calories or others, even though I do not like exercise.

Question two: Why do you think balance diet and physical activity is the healthy way to lose weight, and how do you get this information? Does it just due to your experience?

Yes, most of the reasons are from my experience, but some of them are from a doctor. Doctors hope you can lose your weight in a healthy way, and it is the truth. The first reason that I think

52 balance diet and physical diet is the most healthy way to slim; I actually had tried to skip one meal to lose my weight once. Indeed, it loses large amount of weight, however, after that I lose my hair.

Moreover, this way or low-calories would makes you weight increase quickly, when you decrease your weight, and if you do not maintain. Secondly, as I have said, if I just exercise and not to control my diet, it still make my weight gain. As so, I start to try balance diet with physical activity. I eat every meal but try to change the sequence of food. As a result, I become eat less than before (fewer calories), but I still eat every type of food. Moreover, I have fruit five a day, so that I have all nutrition intake that from recommendation. What is more, balance diet with physical activity is most safe and comfortable for everyone. The most important thing of balance diet is that if people who have diabetes they need to control blood sugar, it does not mean they cannot eat foods that contain carbohydrate. The reason is that diabetes patients need to maintain blood sugar levels, as so they need to have carbohydrate intake, but they need to choose the food that is absorbed glycemic index lower.

Question three: When you are during the process of loss weight, do you confuse to choose food/�healthy food�? Moreover, will you use the nutrition information from the food label when you lose weight?

I do not feel confuse when I purchase food due to I have the experience of losing weight. However, I feel inconvenience because there have too many ways of loss weight. In beginning, I start to lose weight; I would search information about losing weight and see doctors find the way that is suitable for me. Additionally, there have some apps, for example; I bought Jawbone wearable for recording what you eat every day, and gathering nutrition intake statistics, and moreover, this wearable can track your activity to calculate calories consumption. However, you need to keep upload those information by yourself to build your database. Thus, when there have massive amount information, you can choose the food instead uploading information. Because what kinds of food you eat is already in your database. It is a great design for users, but it is hard to maintain before you have established your database. Will I use the nutrition information from the food label? Actually, I would not. I only read calories. However, if just record calories, it is not enough and unhealthy.

Question four: Do you think is this would be a good way to let users to purchase food from the nutrient and combine some information, such as reminding you to consume how much calories and what kinds of exercise can achieve the amount of calories you need consume? Or encourage people to maintain their weight and how to maintain.

I think is a good way for users, according to maintain weight vision, if there have a design can support people to let know how to eat can maintain weight and health, it would be a convenience for them. For example, it can be a set for special diet, like low-fat food with high- protein. Or it can give some advice like this food is good for low-GI users. Or it can warn users such as, the whole food you buy would overload you can consume calories per week, as so you need to do more exercise this week, or you can change the toast to whole grain toast. Alternatively, it can give a recommendation about what kinds of exercise can make you consume how many calories, like one-hour walk, consume 230 calories.

53

challenges Eating is the essential factor of organism. The awareness of well-being gets more and more attention, as so nutrition science provides the information and makes the food safety for human health. However, Allan McNaught indicated “we know there is a link between a diet too rich in fats or salt cardiovascular disease; we understand the link between liver damage and alcohol. However, making that connection between our mental health and what we eat is proving a much tougher challenge in 2012.� Indeed, even though people realise that some nutrition could make bad effect for health, but the habit of eating already exists for long term. How to make people choose the food they want, also eating healthy would be an issue for this project.

The awareness of health During the primary and secondary research, it can experience that people are lack of awareness of nutrition, and they seem that would be complex to understand. Most people would not choose the nutrition information apart from calories, sugar, trans fat and saturated fat; those elements are prevalent in news and magazines. However, if people focus on the elements which are proved bad affects for people more than good nutrition, which could be make people reduce consumption considerable influence nutrition for a the human body. The significant example is that vegetarian, they need to gain the nutrients through the other way, because the lack of the nutrients not easily consumed by eating; as so they would rely on sunbathe to make body convert the nutrition.

In addition, people prefer to eat the food which is highly sugar and fat, such as cakes, chocolate, frozen foods, although they comprehend that are not health for them in the long term, especially overweight people. As a how to enhance the awareness of health or nutrition intakes (not just avoided badly effected nutrition), it would be a tough issue for design.

54

The X factor

Massive divergent requirements

As most of the results showed on research,

As it can be seen, the result of online

the condition of price for publics is always

questionnaire and shadowing test show that

an important thing when they purchase food

people have massive divergent requirements.

more than other information. It is interesting to

As we already know that there have significant

note, people seem having health diets need to

distinguished priorities between general and

spend a significant amount of money. The other

special diet in nutrient demand. The results

conditions they would consider is brand and

show that people do not just think the basic

package, in the branding phase, if it is a popular

condition such as price, brand, taste, but also the

or broad-scale company; people would put the

information that is not be showed on traditional

food in the box that is produced by the company

food labelling such as health advice, the exercise

or a brand if has social responsibility. In the

recommendation‌..etc. This would be a major

package phase, it would confuse consumers to

challenge in design phase; how to design a mode

shop food, because of the package delivers an

that suitable for both and make consumers easily

information: it seem taste good.

find the elements they need.

55

Insight The illustration summarizes the key point of above researches, it is separated five parts and make a link to clean out the whole relationship of users’ experience; what consumers think about health information, food information, the hidden benefit could be create and the elements that consumers want and the opportunities of idea.

Provide basic information to understand easily Divergent requirement Health adive understand y l l a e r ’t not Can

Exercise information

Not clear about how nutrition would affect body Humorous Way Sciencific words Health?

Nutrition Information

Food Labels

Consumers

sive in

f or m atio n

Graphic

1 min later...

Food Information

Text too small No time to read Not easy to find Dekicious?

No attractive ??

Where?

High rate of obesity

How to eat Nutrition benefits Brand Location

M as

Not explain clearly Enhance Health benefits

Enhance Social benefits

Consumers think health information is...

Consumer think food information...

The potential benefit Consuemr’s wants

The opportunities of idea

56

How to collection those divergent requirements, make them find the information they want easily and how to relate that experience of the user to health and social benefits.

Tradition food labelling is not enough for consumers, due to massive requirement.

Stander food labelling system to read and understand; too many types of food labelling make consumers feel confused.

To create a simple way to find the information that consumers want, due to the text of food labelling is too small, and some foods do not show all information.

Tell the truth about this type of food is health or not.

Customers review; taste, friend recommendation, the brand has a social responsibility.

Enhance the awareness of nutrition.

Price is an issue.

Scientific word use; could show a direct effect from the element.

57

Concept Design

Highlight • Concept generation from the feedbacks of chapter Design in Food labels and Users’ experience • PEST analysis determine the initial concept

58

Concept direction Fun to learn nutrient

Consumers Digital games

B C A

C

Customised digital food labels

Based on consumer’s priorities

No time to read Not easy to find

Enhancing awareness of nutrition

Communication and supervise!

Food Labels

A

Divergent requirement

pros

Integrated Social platform chips

NO!

chips

Support consumer make choose!

Good

Health benefits

Social benefits

pros

pros

Compare food

Health?

The design target The concept The finction The problem

Initial concept design delivered This illustration is continued the summary from participants. According to the research, it could be developed three design directions which all of them are cell phone application. The first design direction is the customised digital food labels; it is based on consumers’ massive different priorities and delivers a humour way to make consumers understand nutrition easily. The second concept is an integrated social platform; this path relies on making purchaser compare food due to most consumer care about the taste, the brand information and the price. The final idea takes as the basis that most members think that nutrition is not easy to understand even the front of pack food labelling still has a problem. As so using fun way learn nutrients and lead awareness of nutrition.

59 PESTLE Analysis As it is mentioned before, the whole project is investigating how to enhance consumers understanding food and interaction with food labelling through a new ICT platform to crowdsourcing consumers’ feedbacks (company’s version) and make purchasers enjoy food, leading to health and social benefits. In this stage, it needs to decide which deign direction is suitable for people, as so the PESTLE analysis would be an excellent choice to dissect the initial concept.

Open food projec t is based on creating a new ICT platform; in the food labelling phase for government would be a challenge.

The food labelling has much legislation and strong relationship with publics’ health or further saying: wellbeing. Food label is the

Food development considerably influence

principal mode that makes people check and make a decision when they purchase food.

Designing for food labelling has significant interact between government, manufacturers and publics. Otherwise, the government of United Kingdom would not redesign the food label to effort to improve people’s health.

Moreover, the technology is accelerates

manufacturers, nowadays, people’s habit change a lot and publics increasingly attach importance to living well, people care about food qualit y more than others, as so the food industry try to produce “healthier food.” growing and invest new way to manufacture foods, such as genetically modified food.

However, it is not accepted by every single public. As a result, open food project- food labelling phase would be economic to let food manufacturers gain the right information and correct the wrong messages immediately. The other dramatic change is online shopping.

Apparently, the online store(e - commerce) constantly increases, and it is interesting that online stores not only sell clothes, books and 3C products, but also it offers fresh food for sale, such as Tesco, Sainsbury, they all invest into online shop. “Online market was valued at £6.5m and is expected to be worth £14.6bn by 2018.” (BBC News magazine, 17 January 2014)

60

Nowadays, society currently tends to care

“ With over 1.8 billion of the world’s four

about life quality. The online and mobile

billion cell phones now a smartphone, mobile

marketing become an indispensable tool to

saturation is at an all-time high. Increasingly,

make consumers shop easily. The reason

consumers are using their cell phone as

public what to change to shop online is that “it

their first port of call to access the internet.”

can also be easier to access all of the deals in

(Microsoft Tag, 2013) As the mobile become

one place when someone is on a supermarket

famous, the major of business have mobile

website. The first step is understanding that

strategy. Moreover, the research indicates

as a shopper it is easier to browse on Tesco.

that people use mobile to shop growing

com rather than in a Tesco store” (Marketing

4.39% between November and December

week, 2013) Likewise, people would order the

last year, and the people tend to pay or check

food from online, after then pick the stuff at

information through NFC-enabled, QR code,

supermarket. This would be influence design

barcode. “One of the more successful mobile

phase. Moreover, the awareness of maintain

payments systems to date is the QR-code

healthy weight and healthy eating are rising.

based system from Starbucks Corp. After just

The Food in society of the chapter of food

two years, Starbucks reports that a fifth of all

quality said that “food safety is an increasingly

card transactions are conducted using a mobile

important aspect of quality. Health issues

app and that the coffeehouse chain processes

surrounding the food chain have been driven

2.1 million mobile payment transac tions

to the top of the political.” As so the open

weekly.” (Euromonitor International, 2013) The

food project would be the means to make

applications of cell phone, pad and table would

users to supervise food industry (Transparent

be an issue can involve into Open food project.

information and make better quality of food).

61

The government of UK legislated the food label,

It goes without saying that environmental

it could provide a fair trade and competition

friendly become the significant issue in

for food manufacturers. The other point was

20-21 century. Publics would care if food

that create a way to let consumer refer which

i n d u s t r y c o r r e s p o n d t h e e nv i r o n m e n t a l

one is match their favourite. Although, the

friendly. Such as a package if can recycle,

open food project could not break the law,

the food p roc essing if i t is sui table for

it can base the legislation to supply a mode

ecosys tem. In the ope n food projec t , it

to suppor t consumers or manufac turers

could create a new method to let consumers

to figure out their needs in a convenience

choose the food that meet their priorities;

way. Moreover, establishing a platform to

furthermore, it could reduce the food waste.

make consumers have a faith to brands, the legislation would be a benchmark.

62 Mind mapping

Fun to learn nutrient T

S

Consumers

Digital games

pros

Too much information could not put all words on labels

Not explain clearly Graphic for display Humorous Way Sciencific words

Just say nutrition benefits and damages

Communication and supervise!

Food Labels

pros

A

Health benefits pros Social benefits

B C

Divergent requirement

P E T L E

Enhancing awareness of nutrition

A

Integrated Social platform

C

Customised digital food labels

Based on consumer’s priorities

P S T

chips

NO!

No time to read

chips

Good

Compare food

Nutrition benefits How to eat Sciencific words Dekicious?

Health?

Not easy to find

Support consumer make choose!

The design target The concept The finction

The problem

P E

S

Match the PESTLE

T L E

These three concepts have each advantage and disadvantage according to the result of PESTLE analysis and the feedbacks of participants from primary research. Such as the concept of digital game, the advantage could enhance consumers the knowledge of nutrition. The disadvantage of it would lack the social benefits and could not resolve the massive divergent priorities. The idea of integrated social platform, it is good for users to compare food and give some feedbacks of food product, but the improvement of nutrition would not be a feature. On the other hand, the customised digital food labelling appears the better option in the three ideas. The reason is that it could make consumers create the elements they want and easily find the information, moreover, in the layout phase; it could streamline the message of nutrition, using the directly way to tell people how it could affect health. The most important thing is that food manufacture could base on consumer’s priorities to crowdsourcing the information to produce new products, but social function in this concept would be a lack. In sum up, the initial idea could be customised digital food label with the social platform.

63

Case study Highlight • The relationship between health and fitness apps and food labels • The link of initial design

64

Designing apps is important to realize the rule and consider how customers feel this app while using it. What designers want users to experience? The best way is by researching oppositions / similar apps to find out what is right/ wrong with the app, using that to be an advantage. Another important thing is the customer reviews which are veritable goldmine of information for app developers to repair app’s errors.

(Dave Brown, 2014)

65

Overview

A case study of apps, it is a necessary step

The food label is kinds of guideline to make

for design concept. The case study is based

users follow food and health information as

on health and fitness apps. The reason of

well as the and health and fitness apps . As the

choosing this category is that the primary and

aim of FoP food labelling (potentially encourage

secondary research show consumers’ lack of

publics to notice their health), the design

nutrition awareness, and even publics know

would involve this category for consumers to

balance diet and exercise is one of the parts

enhance awareness of nutrition, also, provide

in well-being, it seems not encourage them

a message of direct effect of nutrition. Those

to do it. In health and fitness app phase,

apps are referred to refine my app’s feature.

Ruder Finn found that “among respondents who say they currently use a health app, nearly half use healthy eating apps (49%), followed closely by fitness/training (48%) and calorie counter apps (48%) in 2012.“

The information shows on below base on users review from the apple store, google play, App Annie (a website of app analysis) and my experience when using these apps.

66

My Fitness Pal (App)

Description If a person who genuinely care about fitness, he/she would prefer to use this app. My fitness pal is a “pop-ups� health and fitness system. Health and fitness (H&F) applications market is rapidly increasing nowadays; Apps of H&F sales total $1.3 billion in 2012, over 40,000 H&F apps available and almost 500k users download and use.

The service The company of my fitness Pal was founded in 2005 in San Francisco, California.

The main purpose of MyfitnessPal is to help user lose weight with using fastest and easiest calorie counter for cell phone and pad. Also, providing exercise entry and track both cardio and strength training. The database of MyfitnessPal is over 3 million foods and hundreds of exercises, which is mega database. In addition, the exercise entry can help users track with calories and other nutrition easily. Moreover community support is other point of this app; connect with friends or become part of them, each of membership have own journey to health (The global community has over 65 million people).

67

Feature FOOD 1.Barcode scanner: scan the barcode of a food and easily find its match in our database.

2.Track all major nutrients: calories, fat, protein, carbs, sugar, fiber, cholesterol…etc 3.Recipe calculator - Enter your own recipes and calculate their nutritional contents 4.Create an unlimited number of custom foods

EXERCISE

FRIENDS

1.Track both cardio and strength training, including sets, reps, and weight/rep 2.Create an unlimited number of custom exercises

GOALS

REPORTS

1.Customized goals based on your specific diet profile: age, gender, activity level, etc.

2.Enter your own goals if you’ve gotten specific recommendations from a doctor, nutritionist, etc.

1.Track your weight, measurements 2.View charts of your progress over time for motivation 3.Daily nutritional summary with all major nutrients

1.Connect with friends and easily track and motivate each other 2.Forum: share your success story and discuss the nutrition.

Customs’ review “MyFitnessPal users have lost more than 100 million pounds to date, demonstrating the massive potential of digital health technology to improve the lives of millions” (Reuters.com, 2014) If smart phone users go to either Apple store or Google play or App Annie, they will find that users of My fitness pal are really satisfied. Most users say it is useful tool for recording calories, the huge database let them find the foo easily. One of them indicated that “I am only using this as a tool to help me record what I eat. The database with all the products and items is vast and very helpful. If you have worked out your BMR yourself then I think this will help you to stay on that target. Search the web to find out how. You should always eat on or above your BMR.”

68

As the graph chart display on below, the statistic of ranking history is from 1 March to 31 August 2014. The blue line presents the rank of overall category in UK, the red line means the sort of health and fitness. The chart shows that the highest rank of this app is 32, which is quite high in the United Kingdom. And in the health and fitness is undoubtedly No.1 .

The layout phase, when I test this app, the interface is quite easy to comprehend the button where I press would link to the function I want that is necessary for design apps’ interface, and it is clear to understand the information in each section.

In the usage parts, the way of typing diet would be slight annoyed for users who need to entry every meal, even people can scan the barcode. However, the function for recording nutrition is comfortable to read, but just for the p ie chart, in the nutrition detail would be not attracted. However, the progress and goals service is great for users to realise what situation is it now. Also, it provides notes and states function which is reasonable when users need to note something they do not need to switch to other apps or notebook.

69

N u t r a c h e c k Calorie Counter +

Description It is designed by Nutracheck.co.uk online weight loss. It is similar with My fitness pal, they both have same function such as food and exercise dairy and aim to lose weight quicker, easier and more convenient. However, the different between My fitness pal and Nutracheck’s calorie counter provides the database of eating out, and the competition and task of weight loss. Moreover, Nutracheck focus more forums function than my fitness pal.

70 Feature FOOD

MEALS/RECIPES CALORIE COUNTER

1.Barcode and Food type If the food product is not in database, add it once and it can be use next time- building your personal database.

2.Popular restaurant meals, Fast Food & Takeaway 3.Water monitor

FORUMS

Provide a service for counting cooked meals/recipes/snack calories, and store them for future reference.

WEIGHTINS

Hundreds of real life Q & As from our Nutrition and Fitness Experts, Read and post on the go!

1.Track your weight, measurements 2.View charts of your progress over time for motivation 3.Daily nutritional summary with all major nutrients

Customers’ review The proportion of users is much less than My fitness pal. The reason would not be available for global. Most of consumers comment similar feedback with my fitness pal.

The high rate of nutracheck locate on 186 Great Britain’s overall category of apps, in the sort of health and fitness apps, the great rate is sx.

71

Create meal

Homepage

Goal

Reward

Social

In the function phase, the differences between my fitness pal are that Nutracheck can create user’s own meals and recipes, it would be use for people to establish their own database. Moreover, in the service of weight in provides the awards function to encourage users to keep the willpower of weight loss. Besides, the social function is stronger than my fitness pal. People can easily post their own journey and communicate with other users to discuss how to lose weight.

In the display function, it is simple and easily read. As well as my fitness pal is quite easy to comprehend the button where I press would link to the function I want. Also, the scan function is clearly to find comparing my fitness pal.

72 Compared My fitness pal and Nutracheck Strength

Weakness

1.The function of this app is fairly completed and is good for lose weight.

2.Tracking function: The Ingredients of tracking are common nutrition which could simply realise for general users. Especially for members who want to lose weight and could be useful for diet health.

3. M a ke u se r wa tc h t h e i r we i g h t l o s s progress/schedule easily.

4.The nutrition of s tatis tic is easy to understand (only pie chat and weekly phase).

5.Can invite friends (connect with Facebook) and lose weight together.

Strength

1.The way of collecting food nutrition: it is hard to count how many grams food you eat. Even though users can scan barcode, it is difficult to know how many you eat per meal and it is complicate for user to count every single food when they eat and cook.

2.Target user: Indeed, people comprehend that controlling weight and living well are the big issue in the world. However, if you do not have the nutrient cognitions, it would be hard to eat well genuinely.

3. Social: User can invite friend to use this app and share/ talk with them. People in this social community just ask questions about nutrition and how to lose weight.

Weakness

1. The forum would be the strength in this apps 2.Customised recipes and meals can make users to build database 3.The institution of award and goal becomes an attraction and motivation for users.

4.The dair y week analysis is great to understand how calories users burn and eat.

5.The way of using serving not gram is easy for users to calculate.

My Fitness Pal (App)

Nutracheck Calorie Counter +

1. It is the specific function for losing weight, it just highlight the calories and fats. It would not helpful for enhancing people awareness of nutrition.

2. The icon would be confused.

3. It need to upload the every single meal would make users feel wear y to keep updating.

Summary In general, these two apps are good and could useful for health diet. Certainly, they are not perfect, they have some pros and cons while users using it. Those goldmine of information would use in concept design.

The pros function: My fitness pal is a great nutrition recording app. The daily/weekly statistic could be refer to customised food label to make user recording their nutrition intake in the convenience way.

The competition of Nutracheck could be beneficial for attract consumers to use app in long term.

The social phase in these two apps is considerably helpful for users, which is not only let people comments the feedback, but also would not make them feel lonely.

In the weakness phase: Need to entry information every meal could be a annoyed thing.

There two apps is design for loss weight or maintain weight users, but somehow, they also provide a function to record other nutrition intake, the display of it is not good as pie chat. It would not helpful for enhancing awareness of nutrition.

73

Initial design concept

74

75 Wireframe

There have four main functions: create the

way, the way one is based on users who have

own label, scan the barcode to display the

special diet or have the knowledge of nutrient,

food which what elements meet consumers’

they can type the nutrition priorities and this

favours, communicate with your friend to

method would directly relate to the path B

compare food and give comments and search

of display phase. The other way of selecting

function could find friend’s own labelling to

peoples’ priorities is according that users do

refer, such as people are on diet.

not know the nutrition information, they need

In addition, each stage has different way to use and display, for example, the function of creating own food labelling, there have two different

to choose the total nutrition information, such as protein, minerals and vitamins, after then the system would depend on gender and age to refer the guideline of nutrition intake to make

76

the best choice for users. Moreover, in the The social function is an idea for consumers display phase, as I mention before, the way B can easy compare food, and also, it could be is for special diet, and the way A is for general used for users to share their own labelling and users, the way C would be used to people who discussing what kind of food label can use are in hurry.

to special needs. Moreover, the manufacture could use this function to gain the information to optimise food products.

77

Focus group with initial paper test This focus group involves five people to

The overall focus group separate three stages:

discussing the initial concept and to discover

pre-, during- and after-. The three steps accord

the unseen parts. The focus group is a user

to the flow of concept, pre- is mean before

central method which is great to crowdsource

users use the scan function at the supermarket

the opinions of concept and is important to

that users need to collect their elements. At this

relate two product design, one design and

phase, the function separate three priorities:

branding strategy and three marketing students

very important, just enough and less important

in this stage. The goal of this focus group is

which depend on distinguish type of food.

to test the whole flow if it is reasonable and

During part is discussing the layout of peoples’

understanding how user collect the elements

priorities and other factor which would affect

and the usage of function and durability of this

the usage. The third stage (after-) is used to

app.

examine the usage of social function and if it is sensible.

78

PreGive some sample AT&T

11:57 AM

AT&T

11:57 AM

Back

Title

Title

AT&T

AT&T

11:57 AM

Back

11:57 AM

Back

Content

Content

Priority

Content

Content

Priority

Priority

Dashboard

Greate

Scan

Search

AT&T

“It probably will take some time.”

11:57 AM

Vegetarians

You will be sick.

Run Brunel university once

Then use it to customize

Touch point Mood Feeback Suggestions Could get information from BBC good food, Sainsbury’s, NHS( A five day)...etc.

The first step: The usage of selecting user’s priorities, I give the participant the concept paper protot ype to make them pretend they are using this function. They will select elements of food information and reckon time simultaneously. All of them need to spend at least one minute and thirty seconds to two minute. They feel that is hard to read because of massive information. Moreover, they would not select the nutrition elements, because they do not understanding. In the five participants, one are on diet, she says that even she understand nutrients, she is lazy to select, she will just press

Scan

“The barcode or QRcode could seperate two ways gathering in one place,like door, wall and food labels.”

“If I am parents, I probably wouldn’t use in the supermarket.”

the reference of GDA. As so, they think that if can give some example and can customise to their priorities would be great, or if it can provide nutrient knowledge when we select conditions, it will be better, like this vitamin for instance helps our health.

79

During11:57 AM

Fiber Frozen food

2g

4g

A

B

Directly nutrition effects

10g

Pork

Soft drink

Seasoning Baking

Here

Beer/wine

Bacon /ham

Fish

Vitamins

Cabbage

Meat

50%

Run Brunel university once

Vegetable

You will be sick.

Fruit

Bread

10%

Baby food

30%

11:57 AM

Snack/Biscuit

Minerals

AT&T

Canned food/Sauces

Vegetarians

AT&T

Dairy food

11:57 AM

Noodles/Rice

AT&T

Food to go

C

“It is useful if I am in a hurry.”

“It is good if it can be used to recipe could help me to choose food.”

“It is necessary to involve social media, it will be fun if my friends use it.”

“It could be a way to compare brands.”

The second step: in the location of barcode, participants say if the food is fresh food like vegetable and fruit that people rarely to read the nutrition label, as so could design a big labelling put on the wall or the other place to attract people’s attention. The other food such as processed food, people can just use the price label or the barcode which is already on the package. At layout phase, participants prefer the way B and C, they say B can easily compare food and also choose the alternative product if the top 1 is not they love to eat. One participant

said that if he is an work and purchase the lunch at supermarket, he would want to select the food in short time and way C is the fast way for him. The other participant say that I do not really understand nutrition and lazy to read, it would be helpfully to provide some information, like exercise or what is good for skin in a humour way.

80

After“Basically, I don't understand nutrition, it would helpfully provide some information, like exercise or what is good for skin.”

AT&T

11:57 AM

AT&T

11:57 AM

Back

Vegetarians

You will be sick.

Run Brunel university once

Game

“It is good to be fun,because nutrient is boring and too scientific.

If it is game could push me to learn.”

AT&T

11:57 AM

Back

My Label

The third step, the usage of social function and if it is sensible. The participant curry she has special diet, such as lose weight and controlling the iodine intakes, she says that it is necessary to involve social media, it will be fun if my friends use it and if I am on diet, I would hope someone is during the same situation, we can discuss. Also, it could be a way to compare brands. The others participants also agree with her. Finally, the feedbacks for the improvement of this concept, they says that it is important to know how to arrange in other food, because

I don’t know what kind of type of food I eat together are health. And some of them indicate that it is important to provide not only creating their own elements, but also giving nutrients’ knowledge in appropriate time.

81

Summary

Overall, the way of collecting elements and the path link of all function would need to modify. The information collection would be a big issue in further development. How to make feel comfortable in this step is hard to deal with. The stage of display, participants have different feedbacks, and the mode they pick could be a little complex for this project, such as the map display, it would need to spend a lots of resource to handle. Moreover, the goal of enhancing publics’ awareness of nutrition

is not resolved, the health benefits is a main aim in this project, as so it need to do more design in step. In addition, the other factors such as the usage of wife, and if people carry the basket they may not want to use this app and how to attract people to scan or use this app would be need to consider in next step.

82

83

Evaluate and concept delivery Highlight • Personas and user scenario to determine the final concept.

• Dome test (base on the flow of app) and redesign • Story telling with concept design

84

More development After the first group- concept paper prototype test, there have some problem need to think about. Such as, way the collecting elements and the path link of all function. And, the goal of enhancing publics’ awareness of nutrition is not resolved.

85

Persona

The goal of persona is to examine the concept

have five different target users, and each of

in an accurate way. Personas are the mode of

them has divergent and similar favours, such

human behaviour that is from research data

as younger women who are on the diet (lose

and need to describe as they are real people

weight), her priorities are located on calories

as possible. Persona is good in this stage

(more on nutrition intake). The household needs

when the initial idea come out to check which

to prepare every single family member’s food.

function is primary and how to link all function

Sometimes, it is hard to record what kinds of

in a better way.

food it good for the child. A fatty office work;

The background of persona is from the citizens’ forum of FSA, online questionnaires, shadowing test and make own food label activities. There

He all care about time and money, which is better make him choose the food he wants in the short time.

She is a 22 years old student, and has special diets, inactivity. She needs to control calories and iodine intake. But she sometimes feels lazy to look for all of food information, sometimes want to eat the food she likes, such as sweets. She always purchases the food she had bought it before. Price is also her priority, brands if have social responsibility. Normally shop once a week and preparing shopping list eveytime.

User goal: 1. Easily choose foods that meet her priorities. 2. Find other foods could Mary

match the alternative nutrition intake. 3. Statistic nutrition intakes He is a 45 years old people, and looks for healthy food. Normally, he searches healthy food information through online. He wants to know what is in food, health or not? Sometimes feel the text of food label is too small.

Normally, shop once a week.

User goal: 1. Easily choose foods that meet his priorities. 2. Customers review

Robert

He is a 28 years old people, basically, he doesn’t have any problem with eating food. He just buys the food he wants, because he doesn’t what kinds of food are good for him. But sometimes will read calories, he just know what calories use for, and very care about if the brand is friend recommendation, and if have the social responsibility. And how does it taste?

Shop once or twice a week.

User goal: 1. Enhancing his awareness of nutrition 2. Customers’ review 3. Health Gery

advice He is a 35 years old office worker, he doesn’t have much time to buy food for lunch, such as supermarket/Costa takeaway. He likes to buy frozen food, because it is easy to cook. He hates cooking. Normally, buying food he loves to eat.

Shop thrice or four times a week.

User goal: 1. Enhancing his healthy awareness.2. Easily choose foods that meet his

Jack

priorities. 3. The awareness of exercise 4. How to cook 5. Reduce bad nutrition intake She is a 32 years old household, she needs to cook for her family. She feels hard to handle the priorities of her family member, such as she needs to note children’ nutrition intakes.. Also, she prefers to buy frozen foods, because it is easy to cook. She prefers the information of cooking guide.

Shop once a week.

User goal: 1. Enhancing her healthy awareness. 2. Easily choose foods that meet her

Sally

priorities. 3. Meet special diet priorities. 4. Shopping list

86

87

Virtual Supermarket

Focus group This focus group is for determination of personas The workshop involves five people, all of them and design scenario into the final design. Overall, are 26 to 30 years old, two of them are product this workshop is based on feedbacks from first design students, two design and branding focus group and evaluates those services with strategy, one are international business student persona. It separates four parts; the first step is in Brunel University. that discuss what the attraction of this concept design is; it could be both the transmission (paper food label) and reception (app). The second stage is that modify the collection of customised information. The aim of the third part is investigation the way of display phase and what else health and social benefits can involve.

In the beginning, participants will choose a persona which they accord to the role that is close to their background, after then think about what situation they would meet at the supermarket.

88

Energy

Fat

Sat

sugar

salt

892 KJ 213CAL

12.9g

3.3g

0.3g

0.5g

18%

17%

1%

5%

11%

How to attracte user to read food label?

In the first step, discussing what is the attraction of this concept design. The members say if this concept apply NFC into design, it will spend extra fees. If can cost less money to implement this idea, it will be better. For example, using the existing material- barcode or price label and redesign it. Participants indicate that it can be redesign to a unify barcode/ price label with graphic or some slogan on products’ front of a package. One of five participants who is an international business student, he say that if could be use the NFC because Walmart had used NFC on trolley; it aim to let consumers can check out easily. As so it probably can refer Walmart’s concept into this project.

Consumers, such as household (Sally), elder people (Robert) would prefer the pad with trolley.

Create

What is the easy way to customize own food labels?

Elder people (Robert) thinks that initial way (create own label) is considerable complex, as so it would be great to classify group, for examples, elder people who have some special need in the nutrition phase, it could arrange in category of disease, such as cardiovascular, diabetes. Yonger people (Mary) says that if there have a label is about loss weight or a meal in summer that would be useful for her in this stage, because people would feel lazy to set up information. Sally (house hold) says that if is possible to combine with nutritionists, such as the online shop in Japan, there have a service about consumers supply the nutrition they need and the nutritionists would accord purchasers priorities to provide a meal, after then delivery to home. I think this would be easy for users to select the nutrition, because I need to prepare whole family members food, it is not easy to note all of needs. If I just tell what I need could be better. Gery (general people) indicates that could be offer the introduction when people choice the nutrition information. Jack (office worker) agrees with Gery’s opinion, he says I think it can just show the effect of nutrients directly. For examples, vitamins B is good for immune system, you can eat more. Or it can be classify different content, such as the popular information from previous research (price, date, Tate), putting on the same page.

89

AT&T

11:57 AM

AT&T

11:57 AM

Back

Vegetarians

My Label

You can’t eat asshole.

Run Brunel university once

The display phase and what else health and social benefits The aim of the third part is investigation the display phase and what else health and social benefits can involve. Robert (Elder people) indicates that it can use ranking list; if I use this app, I will expect that has a function to compare the same type food, as so it is a great way to show users’ priorities. In social stage, Jack(office worker) says that it could compete with people’s nutrition analysis to enhance publics’ awareness of health. He further explains that “If people who are on a diet or like me, I know I am overweight, I have no motivation to lose weight, if my friends who are in the same situation, it would make me do it.” Another point is about how to let company easier to collect consumers’ opine and the priorities (e.g. taste, friend recommendation) from make own food label activity and online questionnaire. Mary (younger people) comments “it could just share the experience, for example, using the slider bar control the taste of food or other review of food products.

Design Scenario This design scenario is in order to examine and determine function and apps’ interface from initial design to final design. As it mention before, the personas expend two patterns which is based on different target users, and this design scenario will develop from each pattern of persona.

90 The process of scenario 30 years old Mary

Aged 20

Gery Robert

Jack

Rare read food labels

Gery

Jack Gery

Sally

Jack Gery

Robert

Less time for 10 min >shop

Mary

Robert Robert Mary

Sally

Mary Gery Sally

Mary

Robert

Jack Jack

Mary Sally Gery Jack

Robert Sally

Jack Gery

Mary Gery Jack Sally Gery

Jack

Mary Gery Jack

Mary Sally Robert

Cooking guide

Cook for -self

Sally

Robert

Less care about price

Less care brand info Such as, social responsibility

Robert Mary Robert

Sally

Jack Robert

Abby Mary

Sally

Gery

Sally

Gery

Mary

Aged 45

Often for shop > four times

Mary

Sally

Jack

Customers review No shopping list

Jack

Gery

Mary Robert More than once a week

Normal

Health advice

Jack

Sally

Less than once a week

Non statistic nutrition intakes

Robert

Sally Abby

Rarely for shop

Less awareness of nutrition

Gery

40 years old

Robert

Special diet Often read food labels More awareness of nutrition Statistic nutrition intakes Health warning Rely onf customers review Having shopping list Care about price Having Cooking guide Care about brand info Such as, social responsibility Cook more than 2 people More time for shop> 30 Min

20 min Pattern 1.

Normally shop once a week.

Special diet.

Care about nutrition intakes Often read food labels, but sometimes would not (Lazy, not easy to ďŹ nd) Have average awareness of nutrition Need statistic nutrition intakes Rely on customers review Very care about price link link Cook for more than people Spend more time to shop Brand info, such as responsibility Shopping list

Pattern 2.

Often shop Do not have special diet Sometimes read food labels Need to enhance awareness of nutrition Give some advice of nutrition impact More health advice, exercise information Cooking guide Less time to shop

link

Pattern generation

link

91

Pattern 1.

It is based on people who have special diet, need to gather statistics as so according to the purchasing behaviours of shop for once a week, to alarm which nutrition lack. Besides nutrition information, other food information such as price, taste, bought it before so that could need the function of customers’ review.

They spend more time at supermarket, normally need a shopping list. Multi-user patterns.

Mary

Sally Robert

Primary persona

User wish: Customised nutrition selection Show the food which match priorities.

Keep health with simple way Shopping history page Easily control the portion for family Food in the budget Shopping list Highlight customers’ review Gery

Jack

Secondary persona

Pattern 2 It is accorded to consumers who are often shop at supermarket, but just sometimes read the food labels (calories, fat...etc); do not have special diet as so it could not understand nutrients well, need to highlight the cooking guide, recipe, also brand information, less time at supermarket.

Gery

Jack

Primary persona

User wish: Showing how this food would impact health Provide some samples of nutrition intake, such as good for skin Give some advice of nutrition impact, and exercise information Display function need to show their priorities in a clear and easy way; due to spend less time for shopping Is the company good?

Recipe used Mary

Sally

Robert

Secondary persona

Prioritize personas and pattern

92

Determine scenarios

User wish: 1.Customised nutrition selection 2.Show the food which match priorities.

3.Keep health with simple way 4.Shopping history page 5.Easily control the portion for family 6.Food in the budget 7.Shopping list 8.Highlight customers’ review

*Ranking page *Nutrition page for selecting: could be necessar y to separate different groups of nutrients *Shopping history with nutrition intakes record *Food in the budget *Putting some top food information: customers’ review *A function for shopping list

User wish: 1.Showing how this food would impact health 2.Provide some samples of nutrition intake, such as good for skin 3.Give some ad vic e of nu tri tio n impact, and exercise information 4.Display function need to show their priorities in a clear and easy way; due to spend less time for shopping 5.Is the company good?

Recipe used

*Advice could be the main function *Browse *Enhance nutrition awareness *Putting some top food information *History record *Qucik food check

93 Pattern 1.

AT&T

AT&T

11:57 AM

Information set up...

AT&T

11:57 AM

Information set up...

Information set up...

High/Weight

Calories

cm

kg

Aged

years old

Male

Female

11:57 AM

Are you on sepcial diet?

Yes No

AT&T

11:57 AM

Salt

g

Fat

g

Fat acid

g

Minerals

g

Vitamins

g

Protein

g

Carbohydrate

g

Press here

Less important As the same as former

Some users would choose special diet, even they are not on diet

Information set up...

Calories

Vegetable and friuts Very important

Others

11:57 AM

11:57 AM

Have not created yet?

Let go!

Allergy

AT&T

AT&T

kcal

Very important Less important As the same as former

Want to cancel this elements

kcal

Sugar

g

Salt

g

Fat

g

Fat acid

g

Could change to this.

Others nutritions

Someday, Mary feel tried to look for information

After setting up information, she chooses the

that show on food label, she uses an app which

vegetable and fruit to create her food label, she

can create her own food label according to her

tap the very important button.

priorities. She uses this app in the first time.

She go through the information setting up, she find a little lazy to entry nutrition information, but it is fine. (She thinks that why not have a GDA reference button).

94

AT&T

Back

11:57 AM

Search

Type information to search category, such as, honey, which would be link to ingredients in sweets phase.

Search

AT&T

11:57 AM

AT&T

11:57 AM

Back

Date and storage

Brand information

Scan

Food information Customers review

1.

Suitable for Vegetarians

Price in the budget

Done

AT&T

Allergy information

Next

Done

Scan

Next

Brand information

2.

AT&T

Back

AT&T

11:57 AM

Back

11:57 AM

Search

Search

Brand information

Brand information

Customers review

Customers review

Price in the budget

Price in the budget

01/08/2014

Search

Vegetable and friuts Meat and fish

Date and storage Food information

ÂŁ Done

Next

Done

TO

Ingredients Organic food Genetically modified(GM)

ÂŁ Next Done

Done

24/07/2014 Processed food

If food people need to refer their history.

She choose the brand information firstly, but the After she finished her food label, she goes to when she choose the food information, she want supermarket to shop food. She finds it hard to cancel the brand information.

to hold both shopping list and cell phone.

95

The X fact is shopping or carring stuffs AT&T

11:57 AM

Back

1.

Organic from London Good for hemoglobin Great to Stomach More

Calories

80kcal per 100g

Vitamins I will buy it.

B9, K Press

2.

More

Good for teeth Vitamins I will buy it.

AT&T

E Press

11:57 AM AT&T

Create

The link between Scan and Note needs to close each other

But she needs to check the same type of food, as so, she scan the function. She selects the food she wants from the ranking list.

Show the directly nutrition message

96

AT&T

Repeat?

11:57 AM

From 01/09/2014~ 07/09/2014 Shopping History

Day

AT&T

AT&T

AT&T

11:57 AM

AT&T

11:57 AM

11:57 AM

Your label

1.

AT&T

11:57 AM

Friend’s Post

2.

Better Better 280 280 gg

in

50 g

Fat acid

65 g

Carbohydrate

Fa

t

Fat

Minerals

2

Follower

2

Processed Easy

Detail Protein

2

Following

Dashboard

Fa ta cid

ls ra

dra te

oh y

Ca rb

ine

am

Pro te

Vit

M

ins

Vegetable A

300 g

Find your firend

1.

Edit profile

Scan

Log out

500 g

3.

Protein

Better 280 g

Protein

Better 280 g

Protein

Better 280 g

Protein

Better 280 g

2.

User may not press it.

After shopping Remind function, during shopping , scan it

Back to create label page

Back to personal infotmation

After finishing this shopping journey, she feels the taste of this vegetable is great. She opens the app and find the community page to review this food, but she forgets the what the name is it, as so she tap the statistic page and tap the shopping history button. And gives the comment on the community.

97

Pattern 2.

AT&T

11:57 AM

AT&T

11:57 AM

AT&T

11:57 AM

AT&T

11:57 AM

Back

Search

Information set up...

Search

Search

High/Weight

cm

kg

Aged

years old Are you on sepcial diet?

Brand information

Have not created yet?

Let go!

Press here

Yes No

Date and storage Food information

Vegetable and friuts Very important

Meat and fish Very important

Less important

Customers review Price in the budget

As the same as former

Fat acids Sugar

Suitable for Vegetarians Allergy information

Less important

As the same as former

Calories

Salt Other Nutrition

Minerals Done

Next

Done

Next

Done Vitamins

Next

Protein Carbohydrate Done

Nutrtion labelling sample AT&T

Back

11:57 AM

Nutrition for...

Nutrition for teeth Nutrition for skin

Full in small portion

The difference between pattern 1. is that the personal information setting.

The general mode does not need users to entry too much information. However, in the create phase, it needs to choose the nutrition information they want. But this could have a doubt of awareness of nutrion, it can use the statistic to show what nutrients are lack.

98

Demo test

Introduction

The demo test is for examining the usage of

University. Two is product design student,

this app, such as the flow of the whole app,

one participant major in design and branding

semiotics, accessibility which accessible

strategy, one is a marketing student who is on

when people can navigate and understand it,

a special diet and one study in human resource

and achieve their goals. In this test, it involves

and psychology.

five students who are both study in Brunel

99

The way of collection-the accessibility

Information set up: participants think that can do more personalized information setup, they think that information would directly affect users selecting the element. Even a special diet mode does not need to type nutrition information, the others two pages (food information) would make people feel massive information. As so, they think the personalized information in the beginning sets up more information would be better. Or those massive information could use to users who are the first-time users, after then the system can refer the setting, they do not need to do it again, as so it can separate first-time users pattern, and the model for people who have been used. They also can use search function to look for the information they want. In the semiotics (icon connects each function), it is clear, but it could consider deep how to more clear. In creating personalised labelling phase, participants feel a little confused in this step. Most of the participants indicate that they do not know what is the next step, even there have description, it seems not very clear.

As so they think that could have a tutor page to introduce how to use. Besides, some participants say they may not know the difference of very important or less important. They would think they choose the important elements why they need to choose the other information.

100

The function phase

The untrition phase will be automatically selected The function of statistic

The participants says that the function of social phase could not just make people leave the comments, it could employ slide bar with some keywords, such as, taste, fresh, hard, soft, flavour heavy or light. It not only simplified this function and could make users or manufacturers easy to understand. In the other uncertain function which mention in focus group (browse function), participants say that it would be a great benefit in this app, but is not necessary service, it indeed offer a simple way to improve people health and potential make them understand nutrient. However, if this concept seems too complex, it would be options for further development. The participant who have special diet said that note function would be helpful for her because she always prepare shopping list to shop, and she does not need to swipe tool, especially carrying basket. One participant point out it could be used to shopping apps, users not only can use this app in the physical store, but also in shopping apps/online shop. Moreover, it could provide a function for consumers who already buy the food and scan this product for statistic nutrition intake, or they can directly research this food, in order to record nutrition intake.

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The display phase

Most participants think that statistic page is great to read and understand. Using the bar chart to show the nutrition intake stat would make them use it. In the ranking phase participators say that it could use more icons to show the information, like the logo of vegetarians, flag. Because it seems that the maximum information only can shows six or seven could not enough for some users. Or if the system could use the database for the primary researchers that indicated some elements are maximum proportion, like price, data, taste (the selecting page is based on the sequence of alphabet), and show the information automatically.

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Overall, the demo testing finds some problems in this app; the major issue is still the selection phase. Most participants feel confused at this stage; they point out the difference of important and less important and the information would make users feel massive. The other problems, for example, browse function cannot use in this stage, but in further developments, the personalised information setting can provide more information, because people would not entry massage every time. Moreover, it could have a function for consumers who already buy the food and scan this product for statistic nutrition intake, or they can directly research this food. In conclusion, the selecting phase is a significant point, it needs to redesign in the next step. How to make it clear to users is the issue to consider.

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Final design

Someday, Abby feel confuse to read food label, the she find the app, called The Reader.

Final design demo link https://www.justinmind.com/usernote/tests/12585275/12585282/12640034/index.html

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Information set up

Three mode of target group.

Just choose high and low, system will depend on the height ,weight and age to refer the GDA

Go to create!

For people are know what they need.

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The tutor

Choose the type of food want to create.

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Priorities chose.

Normal mode will separate the sort of information,the other target group will filter nutritional element from personal information in the information setting.

Or type the elements

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Ranking list of the food

Read more information you need Using the directly effect of nutrition.

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Add to your shopping history.

This action is in order to make system record nutrition statistic.

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Enhance you awareness of nutrition.

Look what you lack.

Statistic of different type of food.

The system will refresh per week. (Dietitians indicate that the rule of statistic of nutrition is no more than one week.)

Review you label, edit and share.

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Social function!!

What is your friend's label?

Prodcut review, Marketers can use this funtion to gain the infor mation to optimize food products

Use the slider bar.

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F u r t h e r d e v e l o p m e n t: t h e commercial possibility companies Benefits

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Highlight • Nowadays, the development of mobile marketing. • SWOT analysis of The Reader to examines the benefits of commercial possibility.

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Product summary

The reader for food label is a mobile-base application which consumers can interact with digital food label according to their own priorities to filter the food products which match their needs through scanning barcode and price code. Also, it provides a simple way to enhance people understanding food and nutrition. The reader gives users power to create their labelling and share the experience. Also, it is great benefits for users, who are on a special diet, can easily filter information and record their nutrition intake. Moreover, the social function is a benchmark for manufacturers to gain the information of consumers’ feedbacks.

The system of product can be both businesses to customers (B2C) and business to business (B2B) mode. As the B2C model, this app can involve into companies’ existing shopping app and directly connect customers to receive the feedbacks to output new food products and provide a channel for users to look for their products. As the B2B mode, it can use a different source to establish a database, the benefits of this model is that if it would not be resisted the food product which only can find out in one company, also the compare price function would be more useful.

Introduction

“We found that over the course of 2013 mobile traffic increased from a 22.8% share to a 37% share of web visits on the sites polled.” (Intelligent positioning, 2014)

Nowadays, more and more food manufacturers/marketers invest into mobile marketing. Some of food brands focus on using mobile to shop foods, others concentrate on price saving or social involved.

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The research from Jiwire in November 2013 indicated something interesting fact of grocery shopping that “65% of consumers would use mobile or tablet to look up nutrition. 85% people prefer use smartphone or tablet to help them shop in the store. Note this research is based on population of US.

The benefits for Manufacturers Indeed, developing an app needs to cost extra fees for business and the costs would depend on how complex of this app. However, the benefits of creating apps are clear. “EBay more than tripled mobile trade in 2010, generating nearly $2bn in sales compared to $600m in 2009. Debenhams has launched Android and Nokia apps after its iPhone app achieved 360,000 downloads and sales of nearly £1m within five months of launch.” (Computerweekly, 2011) However, nowadays, people are more care about wellbeing, as the research above, users of smartphone trend to download health and fitness apps to help them to maintain their weight and record calories intake and burn, also, food and drinks become popular, people use smart phone as a recipe. Moreover, as the research from Jiwire indicate that people prefer to use smartphone and tablet to help them shop in the store, as so it would be an opportunity to involve this app for the existing app or food products/company. Such as health and fitness apps or food shopping apps of Tesco, Sainsbury’s.

This app provides a customised digital food label through scanning barcode and price code, and offers an easy way to enhance people understanding food and nutrition, which is not involved in existing apps. Moreover, the most important thing is that the social function is a benchmark for manufacturers to gain the information of consumers’ feedbacks can reduce unnecessary costs to produce food products.

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SWOT analysis Strength

Weakness

1.Customised food label, make users to search the element they want.

2.Record nutrition intake in an easy way.

3.Suitable for general and special diet to look for their priorities.

1.Huge database 2.Would become complex 3.Older people may not use 4.Need the wiďŹ /internet 5.Need to design a new price label or new food label show the message about this function

Opportunities

Threats

1.Enhancing publics the awareness of health which match the strategies from the government of United Kingdom 3.Potential reducing the waste of food and resource 4.Not only using in physical store, but also for online shopping/mobile shopping

1.The similar apps 2.Costs extra fees 3.How extent acceptability consumers can revive

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Summary

In the further development phase, either using the B2C or B2B model, it would be invests into mobile shopping function. In additionally, cooperation with food companies or brands would establish the database easier. Moreover, the benefits of this app it is not only remind people the awareness of health, but also and reduce the damage of environment e.g. food (output) and resource (input) waste.

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Conclusion

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This project can separate three parts of researches; first part is done by literature review, which is to understand the development of food label, health strategy, publics’ health states, and what people respond the food label developing. The second part is primary research with several methods. For example, shadowing test is to understand consumers’ behaviour, online survey to comprehend how consumers deem food labels and the more detail about what factor influence them to buy food, make own label activity let participants select food information which is based on their priorities, is the database in this design. Interviewing participant realise the needs of people who is on a special diet. The third part investigate the concept, such as mind mapping, pest analysis, focus groups, case study, persona, scenario and SWOT analysis for the commercial possibility.

The big feedbacks for this dissertation not only just learn the nutrient but also observe consumers’ behaviour. Search the developing of food label make me understand the food and the strategies of health eating. Consumers’ behaviours are the major points in this project, learning how to observe and insert into design are the issue for design. For example, the shadowing test is a significant step in the beginning, the persona is a primary method for design, especially, in the evaluated concept design, and persona can be used to examine the concept. In the mobile marketing phase, studying the trend of apps design, and the final phase, interface design, is the big parts in this project, it involves the infographics display, the design language and experience design. During this dissertation, two main results have been reached, as the personalised service would become the essential elements for business strategy, the customised digital food label make users look for the information easily, and also enhance people awareness of health in the direct way. Moreover, for business, it can use the social function to gain the users feedbacks to produce new food products.

Clearly, this app would be change users behaviours when they buy food. For consumers, users can genetically depend on their priorities to choose food, also can potentially encourage users do not to waste food. E.g. They can purchase the food they want; product review could avoid people purchase the food they do not like when they try a new product, and shopping history could make people reducing the food waste. Moreover, the reader potential arouses people awareness of health. For examples, the service of nutrition recording and statistics remind people that the nutrient is over or fewer standards. For manufacturers, it could spend extra fees to the developer this product, however, there have several benefits for manufacturers, such as attracting other users to use this app and a further step to purchasing this company’s products. Moreover, manufacturers could reduce the price of producing unnecessary foods. To sum up, the goal of the open project is for creating a platform to involve consumers and marketers to crowd source after then manufacturers the new product. This dissertation using the reliable searches (big amount of primary research) is closer to users’ needs, it is both quality and quantity value.

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