A Nudge to in�luence consumers’ behavior and choices to purchase Design Harvest products
ANGELICA FONTANA
student number 766478
POLITECNICO DI MILANO Design Faculty Italian tutor Anna Meroni
M.Sc. Product Service System Design thesis defence day 3rd October 2013
TONGJI UNIVERSITY College of Design and Innovation Chinese tutor Lou Yongqi
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KOLDING MILAN SHANGHAI
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KOLDING MILAN SHANGHAI
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766478
QIDONG
CHONGMING
Jiading
Changning Jiangsu Qingpu
Changxing Island
Baoshan
Zhabei Putuo Xuhui
Songjaing
Xianqiao Village
Xianqiao Village
Hongkou Yangpu Huangpu Jiangan
SHANGHAI
Luwan
Minhang
Nanhui
Hengha Island
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consumer
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purchasing channel
food
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NUDGING
Kolding Design School (Dk)
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? CONSUMER 3.0
92%
of mainland Chinese netizens use SOCIAL MEDIA source MEC China
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THE COST OF THE FOOD
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GLOBESITY EPIDEMIC
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? strategy
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? strategy
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strategy
100%
30%
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? how it works
PAOLO
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? how it works
select
purchase
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share
rewarded
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? how it works
select
purchase
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share
rewarded
100%
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? how it works
select
purchase
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share
rewarded
100%
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? how it works
select
purchase
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share
rewarded
100%
100%
30%
? reward
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? touchpoints
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? touchpoints
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? touchpoints
one language no �ilter between product, services and events no possibility to purchase
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? touchpoints
multilanguage products and services to purchase clear and be�ined service offers
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touchpoints
personalized own page social networks direct connections
? old system
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information �low economic �low material �low
? new system
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information �low economic �low material �low
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service blueprint ATTRACT ATTENTION CONSUMER
friends experience
INFORM friends network
USE orders and pays online makes a receipe uses ingredients receives the box
SUPPORT sharing bahavior
MANTEIN reward experience
TOUCHPOINTS
SERVICE line of visibility
DIRECT CONTACT BACK OFFICE
control network accessibility
ZTO delivers the box at home
Design Harvest receives customers orders online goes pick up orders in Chongming Design Harvest sends to delivery parteners
remind the service offers
? conclusion
! strenght service experience resources feasibility
opportunities
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weakness Ch-Sh delivery
treats
business plan traslation to Chongming experience
urban offers
? conclusion
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Design Harvest
Customer
revenue
eat well
Chongming growth
save money
PSSD WIN-WIN SOLUTION provides SERVICES and product new strategy more customers
access to “real ”food get in the network rewards
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conclusion
People who love to eat, are always the best people Gulia Child
THANK YOU