FoodExplorer M.Des in Design Innovation Weizhaofeng Xiao
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Weizhaofeng Xiao (Andy)
content About project
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Design process
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Primary research
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Stakeholder map
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Target users
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Interviews
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Online research survey
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Feild work
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Understand flavor
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Conclusion
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Ideation
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Cases study
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Design solution
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Final concept
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Further research
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About project T h i s p ro j e ct c a m e o u t w h e n I wa s travelling in Europe. I found that it is always difficult to satisfy my stomach, and to get to know local food. I was always struggle about where to eat, what to eat, how to eat, these kinds of question. Later on, I found this is not the only problem that I met. Many people met these problems while they travel abroad. So I start to put my eyes on this case. I hope through design to improve eating experience, and help people understand food while they travel abroad.
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Weizhaofeng Xiao (Andy)
Problems people usually meet
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Design process This times my methodology or more specifically project process is not like double diamond - very structure and one stage by another. I thought I would do the same process as I did before. But actually things changed while I really in the research circumstance. The methodology is more mixed and flexible. For example, ideation always goes with research. As research goes further, earlier ideas always be denied. And research basically is needed in almost each stage. Additionally, all the outcome of research is not always useful, actually.
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Weizhaofeng Xiao (Andy)
Primary research to understand the context I tried to do some desk researches at the beginning, but I found that it is very inefficiency. The information I got from articles, website and book is very random. I cannot catch the point. So to understand the context of this project, I decided to talk to stakeholders directly rather than start from desk research.
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Stakeholder map
Author Book
Restaurant Internet Tour guide
Internet Foodie walk tour
Tourists
Local people
Home cook service
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Weizhaofeng Xiao (Andy)
Local food
Focus point Basically, there are two ways for people to get food while they are abroad. One is restaurant, obviously. The other is, I call that home cook service. This service only emerge recent years. Influenced by the idea of Airbnb. People used this kind of model to catering industry. Generally speaking, Airbnb offer people accommodations, home cook service offer people meals. However, my project focus point is between tourists and restaurants. There are three reasons here. First, the restaurant still is the choice of majority people. Second, home cook service is not something you can find everywhere. In Britain, you can only find some host in London. Third, as my research that I did later, I found most people do not plan for food. In anther words, people do not make appointment for food. But if you do home cook service way, you have to book it in advance and negotiate it with host. In order to have a better understanding of home cook service, I tried one in Glasgow. But it spent me 3 days to set down the meal. At the end, because of the host personal reasons, we have not done one. So I stopped to do the research about this part.
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Target users My research covered people from 18 to 60. but my target user is from 18 30 years old youth and students.
Who they are? 18-30 youth and students Adventure The report also shows that young people continue to identify themselves as ‘travellers’ rather than tourists, and that they are exploring further, spending more, and demanding new types of experiences to fulfil their desire to learn about and discover the world around them. (Tourism Research and Marketing , 2013)
The way people Travel the way youth travellers use technology to communicate and book their travels is rapidly evolving and having a major impact on the industry which is having to evolve to meet travellers increasing and varied requirements. (Tourism Research and Marketing , 2013)
Different motiveation There has been little change in basic travel motivations in the past 10 years. Having a cultural experience, exploring new cultures, learning new things and meeting local people are the most common motivations (all mentioned by over 80% of respondents). (Tourism Research and Marketing , 2013)
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Why are they? Big group young travellers now represent 20 per cent of international tourism, making it a hugely important economic force. (Tourism Research and Marketing , 2013)
Big market In 2012, £138 billion of the £692 billion tourism ‘spend’ worldwide came from young travellers. The rise in youth spending vastly outstripped that of other international travellers whose spending increased by just three percent over the same period. (Tourism Research and Marketing , 2013)
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Interviews
Design for questions In order to get useful information from users, the most important part obliviously is questions. So depend on different stakeholders I tried to prepare different questions. And with interviews go on, my stakeholder map becomes clear. Because this project is about a part of travel, so at this stage I want to understand what is the relationship between travel and food and how different people travel and how they eat while they travel. Because of that the questions I designed are also broad. I tried to design questions by my own, at the beginning. But I found, the view is very limited, if there is only one brain works on questions. So I asked my friend Saumil to help me to design questions. It really helped me a lot. Because we had the ethnographic design course before, so it is easier to discuss questions with him. After this process, I understood the skill of how to design questions better than before.
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Weizhaofeng Xiao (Andy)
We created questions based on three aspects – plan, journey and reflection.
Reflection Many people include me at this stage always try to get answers directly from users, by conscious or unconscious. But the situation is that users do not know the answer usually. So this kind of questions quite often cannot get the answer or always get the answer you already know.
Close questions always can be found. There is no right or wrong about close questions, but it depends on which stage and aims. For understanding the context, the better choice is to let users talk, rather than get a yes or no, 1 or 2. But when designers need data to support their ideas, close questions are easier to get quantitative data fOODEXPLORER
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Geting data and analysis Each interview to me is like a war. The aim is to get data. Language is a weapon, but I am not good at using this weapon. Once an interview finished, to me is just like a triumph, a mission is down. But later on I found the real problem/war is analysis. When I follow the ethnographic design process until the analysis phase, I was kind of stuck. It always spends days to analyze it and discussion always helped. And actually this is the key point to make the project move forward.
I t r i e d t o d o s o m e d e s k re s e a rc h e s at t h e beginning, but I found that it is very inefficiency. The information I got from articles, website and book is very random. I cannot catch the point. So to understand the context of this project, I decided to talk to stakeholders directly rather than start from desk research.
Transcription and coding process fOODEXPLORER
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What did people say -Stephanie -American -University student -Travelling in Scotland “The cuisine here is different but it is not that different from the thing you can find in States. But I think when I get, like Portugal and Spain, I will like more and more, like local food, because, you know, much different.”
-Pierre -French -Spend one year traveling in Asia -Live in Paris “When I was in China, I used body language and see what others eat to solve eating problems. But even that people cannot understand, because there people has different way to use body language.”
-Cpy -French -Driver, good cooker, travel to many countries before. “When I was in China, there was one time, I arrived in a restaurant, then I said, English speaker? He said a little a little. Then I said, me, French, me, want to see something inside, me, want to see table, me, want to see menu. Then he said no no no no no. Then I said, okay, bye, good bye.”
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-Saumil -GSA student “I thought a restaurant like this would order in this way, starter, main meal and dessert. Because in India high level restaurant always like this.” (I brought him to a Chinese restaurant. Waiters there can speak English. But he still got problem with order rule and dishes)
-Luciano -Chinese -Live in Milan -Tourism article author of Qiongyou “If I go to some places where I am familiar, for example, Switzerland, France, Italy. These countries they use the same language, so I do not need consider too much. I can just go directly on my own. But if I go to east Europe countries, first, I do not know too much about these countries. Second, I do not know the languages. Especially if I need to go to some small towns in east Europe, I have to do many works about these areas before I go.” “If you would like to communicate with people, nothing can be a problem”
After talking to these people, I found the core problem people meet while they travel abroad is communication barrier. More specifically, it is language barrier and culture difference. Like Luciano said, if you would like to communicate with people, nothing can be a problem.
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Key insights
Key point 1
Key point 2
Tourists
Language + Culture Local people
Local Food
Service
Until this phase I still tried to dig something from the point of local people, because I strongly influenced by Couchsurfing and Airbnb these service. I believe the power of grassroots could be very strong. At the same time, on the other side, I thought it is difficult to change all the restaurants to cater one kind of users. But because of 3 reasons that I mentioned before, I decided to focus on key point 2, the language and culture problems.
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Weizhaofeng Xiao (Andy)
Understand Persona Persona is a big issue to me. Honestly did not fully understand it before. However, this time persona was mentioned by tutors very often from beginning to end. It was quite bother me all the times. I asked people and checked on Internet what is persona design method. But it was still confused to me. Until to the end I start to understand it. But time was so limited to me. Other wise I could have done a better job. Actually if persona was missed at the early phases, problems pop up at later phases. My case is when I was on design stage, I did not know how to design it. Then I turned to think again who is my user. Then I realized what dose persona use for. At beginning, I thought I know whom I design for. So I did not understand why do I still need to create it out. Moreover, my idea is to design something that is universal. It will be something suitable for everyone. So I did not understand why persona is necessary.
But now I understand it better. Design for everyone is kind of na誰ve. Different people have different needs. Even though the aim is to design for everyone, but still need to consider about the target users. Who they are and how they act in a certain context. With clear personas, the pain points can be found easily, discussions can be clear and efficiency too. In contrast, without clear personas, research and design solution could be weak and unrelated to project brief. Actually, when I reviewed the process I had gone through, in the last phases, I found I am kind of in this situation. So I had to make my persona clear and modify my concept. So persona is not only a tool for explaining concept, but also more importantly, like an anchor to make sure every research for the project is right and proper.
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Context The context is also as important as persona. I considered about my project context either base on Britain or Scotland. Then the outcome of my research could be deeper about food and culture of here, and could be more interesting. And the context should have based on certain places. Because according to my research, many countries have their own very different, special and rich food culture. But honestly, not only me, many local people said that people comes to Britain for beautiful sights not food. The tour guide of foodie walk tour of Glasgow also told me, the culture of food in Scottish roughly starts from 1980s. So I chose a boarder and more universal context – not limited in any certain area. I also thought about Scenarios. Whether the scenario in my case should about big culture difference? Like westerner goes to east or easterner goes to west. Or it should about small culture difference, like British people travel to Europe. After primary research I narrow down my focus on youth and students who travels to the place where has big culture difference compare to their own countries’.
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Weizhaofeng Xiao (Andy)
Alan Chalmers Foodie walking tour of Glasgow I have over 30years experience in the catering industry
“Generally, historically, Scotland is a poor nation. We do not have good history of food. We seriously don't. Our food culture is only from 1980s�
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Further research
After I understood the context of this project, and got the key insights from it. I started to get to know further and more detail information from users. At this stage I did research from two aspects. One hand is to use online survey to get quantitative data. The other hand is to design engagement tool to get more specific Qualitative data.
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Online research survey
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This online survey covered people from 18 to 65 years old. The majority people are exactly from 18 to 34 years old, my target users. From these charts we can see a big gap here. That is nearly 90% people prefer eat local food. But at the same time people have many problems when they try to explore local food. From these quantitative data we can see where to eat is the biggest problem people thought about. Unsure taste is the second one, and what to eat is the third one. These three questions bother people most. However, through these data and interviews I had before, I have a deduction here. That is actually the biggest problem here is people do not know the taste, or we say people have no reference about new food. Then it is easy to pick “wrong food”. Travel always starts with very high expectation. When they are disappointed by “wrong food”, they will think they must got a wrong place. This is why where to eat is the biggest trouble to most people and the real issue is hidden behind surfaces.
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-Linzhu -Chinese -GSA stedent “We went to a restaurant that has thousands of people rate it as good. But after we tried at that place, we found we do not like it at all. We felt it does not worth with such high price.” “At beginning I really would like to try local food, but always get frustrations. Then I turn to prefer to choose food that I am familiar with”
-Saumil -GSA student “When I eat foreign food, I always take time to accept the taste, because it is different. But slowly if I start eat it more, I am little bit understand the taste. And I find references in my country food, the similar taste. Oh it is like that! I got pictures, what have eaten like this before, then I am easier like that and accept it.”
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Feild work Engagement tool
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Weizhaofeng Xiao (Andy)
Reflection I really think engagement tool is a very important point to get useful information. So I think it should be designed seriously. The concept of engagement tool is also a new thing to me. But it is quite easy to understand. Many engagement tools I saw people designed are just like questionnaires, but looks nicer than questionnaires. I am quite doubt about this kind of engagement tool, is it useful? To design a useful engagement tool, I spent a lot of time on it. The engagement tool design process is also an iterative process. The aim is to know specific journeys people have. The first version I see a whole day as one journey. Then ask questions like what did you do in the morning? What did you eat for lunch? What kind of transportation you used? But later I found, the information I got is not useful and quite random. Then I refined it. I put my focus point on one meal. And it turned out the information is quite useful.
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JOURNEY OF EATING WHEN YOU ARE ABROAD
10 9 8 7 6 5 4 3 2 1
Choose a restaurant
Reach a restaurant
Find a seat
Choose food
Order food
Eat
Pay the bill
How
Version 2 I separate eating journey to 7 steps. from choosing a restaurant to pay bills. of course sometimes the process could be different. like some places you need pay first. but it will be discussed while we chat. I ask people to fill in each step what kind of problem they had, and how the experience they felt.
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Getting data and feedback The engagement tool I designed is more or less like what is storyboard used for. Or I will say it is based on storyboard. Additionally, I also asked people to mark the feeling of experience. As I mentioned before, every time to engage with users is like a mission. Once I done, I really feel fulfill. So it leads me a problem that I never thought about asking feedback from users again. Stuart pointed this problem out for me. It turned out very true. Because the first time that people think back to their journey, many details may be forgotten. And some details could be very useful. These details can be reminded easily when you show the information that you have already organized to them again. And ask the user is it right or wrong. Moreover, through using this tool and the mistakes I made, what I learned here is that I think storyboard basically has two functions for designers. One, as a tool to communicate with users, to get real and detailed information; two, as a tool to let clients or other people, like colleagues, to understand the whole context.
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Engagement tool outomes JOURNEY OF EATING WHEN YOU ARE ABROAD Ask waiter for recommendation
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Recommendation may not suitablt
No map
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Wait to be attended Catch eyes, CP
Busy,
Ty p
es
Pri ce Authenticity tion Loca
n
7
tio
8
ra co
De
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disposable packaging, Did not like,
Take away
yes ch e Cat s? Tip bill plit S Fo reg in cu rre nc y
CP sold by weight,
Rondom, pick by sight
5
New taste/style y How
Busy,
4 3
Familiar one
2 1
Point out on menu Menu in English
Vagan option How busy it is, Happy cow, Easy pizza
Recommendation ny friends.
Choose a restaurant
Reach a restaurant
Find a seat
Choose food
Order food
Eat
Pay the bill
This is the consequence that I put 22 people’s experience together.
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JOURNEY OF EATING WHEN YOU ARE ABROAD Difficulty
10 9 8
6
What I learned here.
6.8
7
5.2
5.2
5 4
3.4
3.5
3.2
3.9
3 2 1 Choose a restaurant Price Location Type of food Authenticity How busy it is Decoration
Reach a restaurant Depend on cities
Find a seat Depend on how busy it is
Choose food
Order food
Language barriers New dishes, no reference Big menu Authenticity Special demand of food, vegan Have risks Order rule
EatP
ay the bill
Depend on culture
Pay rules Tax Tips Where to pay Cash/card Split bill
Take the average of each phase’s mark, the result shows on left. Previously I analyze these data in a subjective way. But when I try to design a storyboard I found the result does not match the reality. Then I realized that I made a mistake. So I took one step back. Re-analyze it in a more objective way. That is what shows on left.
Key insights -Too many considerations make decision difficult. -Because people have no reference and guide of new food, so they need to take risks when they choose food. -Whether it worth or not is an important point to measure the experience is good or not. -Language and culture different still the essential problem.
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Understand flavor After primary research, I decided to look into what is flavor, the essential about food. At beginning, I just want to know how people perceive food. Then I found I find a very new and big world for my project. I started to do desk research at this point. Compare to do desk research at beginning to understand contexts, desk research at late phases is more precise and efficiency.
"Now we are beginning to understand that flavor depends on parts of the brain that involve taste, odor, touch and vision. The sum total of these signals, plus our emotions and past experiences, result in perception of flavors, and determine whether we like or dislike specific foods." — ’Seeing’ the flavor of foods (Meeting of the American Chemical Society , 2013)
Example Biology, Some people especially kids are very picky. actually it is programmed by evolution: it would have protected small children from eating strange, possibly poisonous items. (Cook, 2015)
Experiences "Hashes, chilies, stews and cooked sausages have an unpleasant look, like vomit or feces. However, people savor these dishes based on the memory of eating and enjoying them in the past." (Meeting of the American Chemical Society , 2013)
Emotion "People in negative emotional states tend to crave sweets more than those in a positive frame of mind." (Nauert, no date) 34
Weizhaofeng Xiao (Andy)
"Each person’s sense of flavor is like a snowflake or a fingerprint, in this way, shaped by partly by genes, but largely by experience. And always changing as more meals are eaten." — How the Sense of Taste Has Shaped Who We Are (Cook, 2015)
Overall From the desk research that I did, here is what I got. -First, actually, culture shapes people’s tastes. That means people can have totally different preference of tastes. Because research shows that sense of flavor is largely by experience. But experience largely limited by culture. -Second, people’s tastes can change as more meals are eaten. For instance, the first time people drink beer it always tastes bad. -Third, people need time to learn new tastes.
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VEGETABLE
SPICE
PLANT DERIVATIVE
PLANT
NUT, SEED OR LEGUME
MEAT
HERB
FRUIT
FLOWER
FISH OR SEAFOOD
DAIRY
CEREAL OR CROP
ANIMAL PRODUCT
Roasted beef
The frequency with which the food item appears in a global 56,498-recipe database (log scale).
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ALCOHOLIC BEVERAGE
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Number of other foods that share at least one flavor compound
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HELP
CLICK TO SELECT
Black tea
Strawberry
CLICK TO SELECT
Beer
CLICK TO SELECT
31 30 29
Apple
White wine
25 24
Blue cheese Parmesan cheese
23
Cheddar cheese
CLICK TO SELECT
21
Swiss cheese
13 12 11 10 9
5000 4000 3000 2000
1000 900 800 700 600 500
CLICK TO SELECT
100 90 80 70 60
CLICK TO SELECT
50
CLICK TO SELECT
40
CLICK TO SELECT
30
CLICK TO SELECT
Roasted peanut Lemon
Tuna Fish
Apple brandy
CLICK TO SELECT CLICK TO SELECT
Cranberry
Cod
Raspberry
Egg
Corn flake Bread
Honey
3 Sake
Lard
Blackberry Pineapple
Jasmine Lime Butter Wheat bread Sturgeon caviarLavenderMandarin
5 4
Caviar Flower
Wheat White bread
Gelatin
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Katsuobushi Rose
Cream Buttermilk Yogurt
Octopus Shrimp
Grape
BergamotApricot Olive Lemon juice Violet Pelargonium
Bell pepper
Cured pork Pork sausage Chicken
Whiskey Milk
20
CLICK TO SELECT
Peanut butter Port wine Cider
200
CLICK TO SELECT
Green tea
Sherry
6
36
Soybean
Coffee
Rum Red wine
7
1
Orange
Camembert cheese Cheese
Wine
8
2
Beef
Gruyère cheese
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15
10000 9000 8000 7000 6000
CLICK TO SELECT CLICK TO SELECT
20
14
20000
CLICK TO SELECT
22
16
30000
300
27
17
40000
400
28
18
50000
CLICK TO SELECT
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26
100000 90000 80000 70000 60000
CLICK TO SELECT
Cinnamon CLICK TO SELECT Onion Black bean Tea Cocoa Ginger CLICK TO SELECT Lemon peel Black pepper GreenGarlic bell pepper CLICK TO SELECT
Peppermint Pork liver Rosemary Basil
Veal
CLICK TO SELECT
Peanut
CLICK TO SELECT
Peppermint oil
Lamb Cashew Coconut Lovage Citrus peel Ham Dill Vegetable oil Roasted almond Parsley Chicken broth Walnut Yeast Starch
Mushroom Mace Chive Anise Tomato Vanilla
Cumin
Scallion
Sumac
CLICK TO SELECT CLICK TO SELECT
10 9 8 7 6 5 4 3 2
CLICK TO SELECT CLICK TO SELECT CLICK TO SELECT CLICK TO SELECT
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Foodpairing Theory Foodpairing is a method for identifying which foods go well together. The method is based on the principle that foods combine well with one another when they share key flavor components. (Foodpairing, 2015)
The favor connection base on the principles of food pairing Lines connect foods that have components in common; thick lines mean many components are shared. By comparing the flavor network with various recipe databases, the researchers conclude that chefs do tend to pair ingredients with shared flavor compounds—but only in Western cuisine. Dishes from a database of recipes from East Asia tend to combine ingredients with few overlapping flavors. (The Flavor Connection [Interactive], 2013)
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Conclusion What I got Primary research, On this stage I narrowed down my project on the relationship between tourists and restaurants. The key insights I found are language and culture difference.
Further research Online survey shows the gap between local food and tourists. Also the main eating problems people meet while they travel abroad. Field research tells me the detail of how tourists engage with tourists, the main issues people found and emotion experiences. Desk research shows the relationship between culture and tastes.
Key issues that I need to solve How to know new cuisine? How to encourage people engage with local food? How to bring culture things to tourists through food?
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Ideation As I mentioned before, this time my process is not like double diamond – each step is very separate and step-by-step, but more mixed. Especially ideation, it almost exits all the time, particularly when I discuss with my friend Saumil. We always base on what we had then do brainstorm and ideation. Ideas always be produced and then abandoned during the process.
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Cases study Restaurant
Name
Distance
Hotels
Style
Name
Distance
Bars
Address
Rates
Restaurant
Address
Rates
Money
Random pictures
Things to do
Rank
Random pictures
Restaurant
Search
Money
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Style
Weizhaofeng Xiao (Andy)
Name
Distance
NearbyF
Address
Rates
ood feed (Food Pintrest)
Menu
Random pictures
Review
Application Please see the chart on the left. Yelp, Tripadvisor and Zomato are three best applications in this area. All of them focus on restaurants instead of food. This is actually why many people complain these applications did not help them a lot. Zomato is the youngest one of them, but because it is more sociable rather than just give information makes it more successful.
Travel book Take “Lonely Planet” as an example. Here is how Luciano said. "Compared to travel websites or applications, travel books like “Lonely Planet” is inactive. Even though it is full of information, it not update all the time. So sometimes the information in that book is out of date."
Food tour The good points of food tour is that people can spend little to taste many different taste, at the same time people can get full of information about the city from the guide. But the problem is that if the restaurant really successful, it probably does not welcome food walk tour. Because it will take available tables. (Alan Chalmers)
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Design solution
My final solution focuses on smart phone application. Because to young travelers, it is the best solution without doubt, when they on their way. However cases study tells me, there is no online service really focus on food itself. Most of them focus on restaurants. So my basic idea is, first, focus on food instead of restaurants. Using food to guide restaurants. Two, create a model to let people can build reference of new dishes.
Food
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Restaurant
Prototype - user testing What I learned There is a gap between how the designers understand and users understand. I did three times of user testing. Each time user's action tells me different information about how I mislead user’s interaction. Thit is a process of iteration. This is the first I design application. So here is my conclusion. First of all, designers need to make a logical structure of application. Above that is how users understand the application. In this process, user testing is necessary. In terms of this part, I think is deeply relate to interaction design. fOODEXPLORER
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Final concept Welcome and register interface.
FOODADVISOR Explore local food
Email Password Nationality Sign in OR
Collecting personal preference tastes data, to know users’ tastes. The first running time, system will show different dishes, which in their countries or other countries they may familiar, to users, base on their nationality. So that system is able to know users’ tastes. Depend on these data system will analyze foreign dishes, and give reference that how much the user may like one certain dish to users.
Theories that can support this function
- FOODPAIRING THEORY - SUBSEQUENT OF FOOD PREFERENCES - COLLABORATIVE FILTERING METHODS 44
Weizhaofeng Xiao (Andy)
Challenging
Challenging
Challenging
Challenging
Challenging
Delicacy
Delicacy
Delicacy
Delicacy
Delicacy
Tasty
Tasty
Tasty
Tasty
Tasty
Find restaurants
Compare to using general information to choose restaurant, Foodadvisor based on food information to allow users have a better experience of local food. The system will Base on user’s location and database to show local food to users. Using food lead people to restaurants that may suit users.
Why?
My research shows me. Actually food is the essential of choosing restaurants. However, now all this kind of service like Tripadvisor only give general information of restaurants, few of them will provide menu photos. So it makes users will meet another problem when they arrived restaurants, what to eat? So my core concept is that let people know local food, and let food lead to restaurants.
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Menu Search – to find specific food Friends – friends in Foodadvisor and other social platforms Profile – basic information plus food that you had and rated Recommendation – users can recommend their friends specific food Share a meal – make friends and reduce costs Collection – categorize food, design for people who does not like making decision Offline data packet - design for people who does not has internation data. Upload photos – for review photos.
Collection flow
Collection
Vegetarian world Best spicy food Challenging Delicacy Tasty
5 local cuisines you have to eat here!
This design part comes from the insight that big menu makes people confused. So Collection is a section that categorizes different food together. In this way to make people decide easily. 46
Weizhaofeng Xiao (Andy)
Find out what rate that friends give. Challenging
Challenging
Challenging
Challenging
Delicacy
Delicacy
Delicacy
Delicacy
Tasty
Tasty
Tasty
Tasty
Challenging
Food information and culture Users will get to know each dish from three different levels – taste, challenging and delicacy. On the other hand, users can see how people in other countries rate the dish. Taste, rate by system – base on personal information and big data and the three theories I mentioned before. The system will analyze how much you may like this dish, give you reference in this way. After the user tastes the dish, users can also re-rate the taste, if this user think is not correct. The system will be more precise as more time user use it. Challenging, rate by users – the idea about this point is that sometimes people would like to challenge themselves. Here changing basically from two aspects. One is from psychology point. Because of its texture or appearance, some dishes are not easy to be accepted by people. Another point is physical point, for instance, crab is hard to eat. People may need to break its shell to eat it. Delicacy, rate by users – here what I mean is that how unique a certain food to users.
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Recommendation flow - to encourage people try new food and communication
Cancel
Tom Jim Jack
Challenging Delicacy
Lily
Tasty
Say something
Laura
Cancel
Ben
Challenging Delicacy
Send
Frank
Tasty
Alran Kally
General intorduction n
Friends’ rate Friends Challenging
Challenging Delicacy Tasty
Challenging Delicacy Tasty
Culture u part Lik ke nickname, people can edite Ba asic information Review e part
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Weizhaofeng Xiao (Andy)
DATABASE
FOOD
RESTAURANT
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Current user experience
Difficulty 10 9 8
6.8
7
5.2
6 5
3.4
4
5.2
3.5
3.9
3.2
3 2 1
Choose a restaurant Tripadvisor
Reach a restaurant Goog map!
Discussion and chat
Find a seat This way please!
Choose food Quantity
Taste
Order food
Translation
Eat
Pay the bill
Same order agian please!
This This
Price?
Google image
Location?
This
Rate?
Persona
Ready for order?
4 Japanese students, around 20 years old, they just graduated One moment. from high school. It is the holiday time. They decided to travel abroad to celebrate their graduation. They decided to go to Thailand. Because they never been to southeast of Asia before. They have high expectation to this journey. They can speak English very well, but at the same time little bit worried about communication problem in Thai. So they spent many time online to check information about Thai, like resorts, museums, food, etc. But they quite confused about food, because words cannot express tastes. So to the new culture experience, they are excited and nervous at the same time. Action
Search on Tripadvisor
Customer touchpoints Cellphone
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Discuss with friends Walk (Guide by cellphone) Friends Cellphone
Behind support
Internet Application
Internet Application
Concern
Price Location Rate
Location Food
Weizhaofeng Xiao (Andy)
Meet the waiter
Lead by the waiter Waiter
How is the environment
Get menu Waiter ask for order
Order
Waiter Menu Cellphone
Point out
Internet Applicatoin
Waite Menu
Language, Picture What are these dishes? Ingredient, Pitures, Translation, Quantity of food I need more time
Hope it good! Highly expectation
Eat Order again
Pay bill
Food Menu, Waiter
Waiter Cash
Not enough Do not want to take risk
Need to split bill
FoodExlporer user experience
Difficulty 10 9 8 7
5
6
4
5 4
3.4
3.5
3.2
3.9
3
1
2 1
Choose food This one This one That one
Book a restaurant There is one near by! Book it
Reach a restaurant
Find seats
Google Discussion and map! chat
This way please!
Order food Show your order.
Eat
Pay bills
Interesting!
What I learned here Service blueprint is a way to analyze and understand service, rather than a tool to show concept or service. I realize this point when I was using this tool to show my concept. Because I found I lost many touch-points even phases when I produced this blueprint. That means many opportunities and possibilities I might lose. But time does not allow me to do more correction. Action
Choose food
Choose restaurant based on food
Walk, Guide by cellphone
Customer touchpoints
Cellphone
Cellphone
Cellphone
Behind support
Internet Application
Internet Application
Internet Application
Concern
Tasty Challenging Delicacy
Location
Location
Find seats Waiters
Order Show on cellphone Cellphone
Eat
Pay bill
Food Friends
Waiter Cash
Try to get reference
Need to split bill
Waiter Cellphone How is the environment
Hope it good! Highly expectation
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Acknowledgements Thank you to all of our participants. Stephanie Yeap S.K. Piper Cypriano Miji Chol Pierre DukĂŠsu HaeYoung Yoon Saumil Bhandari Luciano Alan Chalmers Linzhu Shao Joelle Yeo Reddy A very special thanks to Saumil Bhandari for providing his help.
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Weizhaofeng Xiao (Andy)
Special Thanks Stuart Bailey Ian Reid Irene Bell Emma Murphy Elio Caccavale
Bibliography Cook, G. (2015) How the Sense of Taste Has Shaped Who We Are. Available at: http://www.scientificamerican.com/article/how-the-senseof-taste-has-shaped-who-we-are/ (Accessed: 7 July 2015). Foodpairing (2015) in Wikipedia. Available at: https://en.wikipedia.org/ wiki/Foodpairing (Accessed: 15 July 2015). Meeting of the American Chemical Society (2013) ‘Seeing’ the flavor of foods - American Chemical Society. Available at: http://www.acs.org/ content/acs/en/pressroom/newsreleases/2013/april/seeing-the-flavorof-foods.html (Accessed: 13 August 2015). Nauert, R. (no date) Emotions Influence Taste. Available at: http:// psychcentral.com/news/2015/07/13/emotions-influence-taste/86801. html (Accessed: 14 August 2015). The Flavor Connection [Interactive] (2013) Available at: http://www. scientificamerican.com/article/flavor-connection-taste-map-interactive/ (Accessed: 14 July 2015). Tourism Research and Marketing (2013) New Horizons III. Available at: https://wysetc.files.wordpress.com/2013/09/newhorizonsiii-v7execsummary-v4s.pdf (Accessed: 20 July 2015).
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