Contact: cboylanddesign@gmail.com 07957758794
Caitlin Boyland
UX/UI INDUSTRIAL DESIGN PORTFOLIO
Working Highlights
2012-2018
Contents: Industrial Design
Qi, Self-Heating Disposable Baby Bottle Crown Hockey, Performance in the Packaging Armis, Polo Helmet Bag
User Experience Design
Connect App Move’n’Prove App Retreat Cafe Food Hack App About Me
Combining industrial experience and innovation from a physical, emotional and cognitive point of view.
Industrial Design & Technology (BA)
PRODUCTS & PACKAGING Working Highlights
Qi, Self-Heating Disposable Baby Bottle
Qi, pronounced ‘Chi’, is a unique and elegant self-heating disposable baby bottle concept, designed while at HJC Design, to provide a thoughtful and practical way to feed your baby on the go and on demand.
User Research User profiles were created to help identify all the stakeholders and understand their experience and their needs. Issues raised from users emphasised that the current baby bottles require constant cleaning and sterilising. Preparing a feed requires bottles with multiple parts, storage units and ingredients. User feedback from interviews and online parent forums showed that the desire for a sterile and instantly warm feed were paramount features to be incorporated.
Nanny •
Employed
•
Prepare and planning educational activities,
Child Minder •
Educated of baby
•
nutritional needs • • •
Experienced Parents •
Have time to take children
to each room •
Prepare food
children from an early age
•
Run their own business
Experience of feeding
and/or are part of a
patterns and methods
network
•
•
Each room of a nursery is
More resourceful when it
•
Safety is key
Have a clearer idea of what
•
Very protective of the
‘Experienced’ Purchase Drivers
Quality
Baby sit for 2-5 hours
Subject to personal
first child
child needs
Performance
•
children
environment
Primary
Varied skills
parenting abilities.
blogs and word of mouth
many different children
Secondary
Some are employed
•
relaxed’ than with their •
Access to modern
Preference
Accessories Customisation
Secondary
Interaction Efficiency Comfort Performance
Primary
the hour Children are either kept in the Baby Sitter’s home •
First Time Purchase Drivers
Product Knowledge
or more and are paid by •
their home environment or
newborn •
legally •
Cater for a group of
they need and what the
Aesthetics Comfort Interaction Build Quality
•
Young people >15 years
Not be confident in their
recommendations, books,
Nursery provides a
Baby Sitter •
they child
‘less scared and more
playful and educational
Cost Accessories
•
comes to practical needs •
Have many questions about how to raise
Create new niches in the
Have experience with
Preference
•
market •
separated by age •
New Parents
Invaluable as knowledge of rearing a child
Law which requires there to be a child to carer ratio
•
purpose and ease of us
•
minimum outdoors for visits
•
Take care of 6 weeks to about 5 years of age
Spend over 2 hours a day
Qualified to look after
Needs revolve around
Nursery Workers •
home •
school and meals •
Self employed at child’s
Cost Quality
Feeding would either be at home or on the go.
Scenario This order of events helped to unveil the length of time it takes and preparation actions for a formula feed.
“ If you take the time to prepare properly you will find that you are a lot better equipped to handle feeding a baby, while still getting errands done, and keeping your stress level down to a minimum.
Charlie, Experienced Parent
”
“ Feeding a baby is definitely a challenge...You can always get caught out no matter how experienced you are, and not have a feed with you.
Evan, Experienced Parent
”
“ I cannot store a bottle long enough on my long journeys to visit family or go on long walks...constantly carrying separate feeds and formula is hassle.
Sophie, New Parent
”
Market vs. User Mapping
Cultured
Adjustable
Necessity
Dynamic
Necessity
Dynamic
Functionality Scope
Cultured
Aesthetic Value
Aesthetic Value
Adjustable
Adjustable
Aesthetic Value
User profiles and existing baby products were mapped against individual user needs on an aesthetic and functional scale, identifying a gap in the market for active parents.
Cultured
Necessity
Dynamic
Functionality Scope
Functionality Scope
Brand Values & Inspiration
Inspiration Masculine
All stakeholders were consulted throughout the design process, their feedback was taken to create a product that they would best respond and relate to.
Light Industry
Feminine Heavy Industry
Simple
Complex
Subtle
Bright
Fundamental
Luxury
Buyer
Modern
Classic
Staff
Delicate
Protective
Stakeholders User
Geometric
Freeform
Playful
Serious
Secure
Daring
Static
Dynamic
• • • • •
Clean Accessible Soft Pure Pristine
It is important to grant both parents and children the same comfort found in the ritual feeding pattern achieved at home. Parents should have an easy interaction during feeding and the processes of making a feed needs to be reduced. The baby bottle should combine features that reduce colic, remain sterile and achieve the correct feeding temperature for the formula when on the move. The styling of the bottle aspires to reflect this period of nurturing with a subtle, friendly and organic form.
By combining the convenience of ready-made formula with an integrated heating system Qi provides parents with the independence to maintain ritual feeding pattern with minimum hassle. An innovative design hygienically preserves ready-made formula that, with a simple twist of the base, can be safely heated to deliver a warm and satisfying feed when on the go, or in an emergency. • • • •
Thermochromic heat sensing symbols provide an indication of the milk’s temperature Twisting the bottle adjust heat Warm feed delivered on the go/in an emergency Teat and formula are kept separate in foil sealed sterile sections, permitting storage for up to 12 months.
Product Range The Qi product range comes in a variety of formulas, flow rates and sizes for infants from 6 to 24 months. The design of the teat and rounded nipple replicates the feel and shape of a real breast, encouraging babies to latch on more quickly. The offset teat reduces the angle of feed ensuring it remains full of milk as long as possible, preventing the swallowing of air to reduce colic. The bottle’s organic form and rounded base has been ergonomically designed to sit comfortably within the hand, providing an ideal feeding position for both parent and baby.
How it Works Long lasting ready made formula milk satisfies the parent’s need for a bottle that can be heated on demand and remains sterile until opened. Blow moulded HDPE is utilised for the main container, whereas the base, lid, collar and canister are injection moulded. All silicone and HDPE parts are BPA free avoiding potentially harmful chemicals from leaching into the milk. Both teat and formula are kept separate in foil sealed sterile sections, permitting storage for up to 12 months.
A simple twist of the bottle base pierces the foil, inside the canister, to produce exothermic reaction between water and calcium oxide. This provides enough heat to warm the ready-made formula milk to body temperature within 3 minutes for a quick feed.
http://hjcdesign.co.uk/case-studies/qi/
Crown Hockey, Performance in the Packaging
“We want to be able to approach retailers with a piece of packaging that they absolutely cannot resist. It’s so emphatically interesting in its appearance and the experience of opening that it’s almost as good as getting the product itself.”
Initial Research Crown hockey wanted to see whether a unboxing experience could be a part of the packaging. This would have to be practical for in store purchases and online. Research of current packaging was essential to this freelance project. Interviews were conducted across a range of hockey stores to establish the hockey stick shipping, storing and selling methods.
• • • •
Stick needs to be easily accessible from packaging for demonstrations Packaging needs to stand out on rack due to no graphics on Crown stick Point of Sale would be accounted for in store Have 2 packaging options: 1 for a stick rack and 1 boxed
Inspiration • • • • • •
Crown Hockey Stick
Crown Accessories
Market Research
Performance Innovative Simple Form Functional Minimalistic
Concept Sketching
2015
Product Range To take to prototyping stage I was commissioned to design both a cheaper and expensive version to see the how much either affected to the aesthetic outlook of the design.
5
2
Cheaper Version • Shorter Purple Slash collar for better use of materials whilst maintaining the original packaging idea. • Black Card wrapped grey board • Card used to surround stick • Touch Pad and Chamois Card Insert to follow the same material as the Stick Card Insert.
6
3 4
1
1
Lid
2
Outer Box
3
Purple Slash
4
Display Box
5
Stick Card Insert
6
Touch Pad and Chamois Card Insert
2
Expensive Version • Shorter Purple Slash collar for better use of materials whilst maintaining the original packaging idea • The more expensive version will have the Wibalin paper wrapping of the grey board for a textured sensory experience • Stick Foam Insert as a thin layer above a card insert • Touch Pad and Chamois Card Insert to follow the same material as the Stick Card Insert
6
7
3 4
1
1
Lid
2
Outer Box
3
Purple Slash
4
Display Box
5
Stick Card Insert
6
Touch Pad and Chamois Card Insert
7
Stick Foam Insert
ARMIS Polo, Helmet Bag
The Armis helmet kicks polo into the 21st Century with a combination of style, performance and meets the new safety certification. We want a protective case to match this integrity.
Armis Sport Ltd combines the latest helmet technology and contemporary sport design. The helmet is distinctive, high quality and styled. Every helmet would come with a protective case. The main features of the case, highlighted by users, are accessibility, chunky zips and large pockets that are easy to locate.
Design The protective case acts as a shadow to the Armis polo helmet, allowing the helmet to be the subject of attention, a palette of blacks are used to emphasise performance. The subtle mixture of black textures: brushed nylon fabric and cabling to highlight the case contours. It is practical for performance with an easy ‘grab’ handle and vents for air circulation in and around the case to reduce damp and smell lingering. Large zips to help riders open the case with ease while wearing gloves and are often fatigued post game. A rigid base of faux leather and polypropelene sheets covered in foam padding, within the case walls, provides structure and protection. There is extra locating foam within the bag to store the helmet securely and reduce chances of damage while in the casing.
Research and deep diving into ethnographics for the potential to benefit users.
User Experience Design (MA)
UX & SERVICE DESIGN Working Highlights
Connect, Anti-Smart Technology App
An app looking to help commuters and travellers alike to engage with each other. It utilises people’s likes, from social networks. Through harvesting this interest data, Connect can constantly learn about the user’s personality and likes and update the user’s content accordingly.
Problem Larger populations are moving into Cities and there is an expectancy for the city to adapt and change with our fast paced lives. Increasingly we are being watched and sensed with every move and embracing it with wearables and countless other data mappers. However the integration of technology in a person’s everyday lifestyle has rapidly changed our ways of communicating with one another. Largely, in this day and age, people stay connected to within their own social circles whilst in the presence of others. Barely taking in their fellow commuters, aside from the odd smile and vague people watching, trains and tubes are not the hub of conversation they could be. 55% of people feel that London is a lonely place to live in with under 24s being the most isolated group. Individuals are getting lost in the city crowds commuting daily. Being a part of the vast volume of traffic using tubes and trains is not a friendly place.
Persona
Toby, 27
Background
Pain Points
Lives in Putney, London and commutes daily to work. He is 27 and graduated 2 years ago and is over half way into his cyber security graduate job at PwC. He earns a competitive salary and travels a lot with his work, going to Technology firms to gain experience in operations and cyber security. Therefore he uses London Transport, particularly the tube network, every day. The journeys vary in length but he finds all the rushing quite lonely. He would like to meet new people and discover new views on how people see the world. He believes that with more conversation and acknowledgement of other’s existence that London can become a friendlier city.
• His loneliness on the tube feels consumes him • Does not know how to engage and it frustrates him that being amongst so many people for so much of his working day that he cannot participate • He does not want to be constantly mindlessly scrolling through rubbish on his social feeds when he travelling to pass the time • Feels embarrassed using his phone as a safety blanket to avoid people • Horrified at the thought of stumbling into a conversation
Toby always uses his phone to check the lines before travel. He’s checking between Google Maps and Trainline to find new routes, his seat and anticipate oncoming issues to stay on schedule. During tube journeys he struggles with sporadic signal with too-ing and fro-ing between trains and networks. He usually travels by himself and to keep preoccupied or feel less awkward he uses social media, news apps and even reads the newspapers on the train. As much as he would like to talk to others he just does not know how to participate without knowing anything about the person next to him.
Technology
“
I want to feel a part of society rather than observing it through my phone.
He uses an iPhone 7 which he finds easy and simple interface to use. It is large enough to read from at a glance or in a hurry. He does not mind spending more money on his phone contract to get a phone that caters for his and his works needs. Toby uses his phone constantly to help him make decisions about the commute and solely depends on it to keep him to schedule and divert mishaps.
• Facebook • BBC News
Source of news and funny gifs/memes from friends See what his friends are up to and what they think Free news keeps him up to date He is interested what else is going on around him
Task Goals
”
Experience Goals
• To be more present on commutes • • To talk to others around him and find their shared interests to gauge their opinions to • develop into a further discussion • Be approachable without awkwardness • • Jump start into a conversation with a shared interest •
Become more of a rounded person with engaging with more people Open his mind to other’s opinions and view of the world Feel in control of his personal data and just talk about a preferred topic Feel more connected to the now
Site Map START
SIGN UP
LOG IN HOMEPAGE
HOME
BOOKMARK
CONVERSATION
PROFILE
Featured
Recents
Trending
Status
Oyster Card
People to Talk to
Near You
View Profile
Trains
Connections
Verify Report
Settings Help Privacy
Active Idle Photo About Twitter Facebook Instagram Youtube Nudge Notifications Set Up Devices
Storyboard Toby is at home and marks an article that he finds interesting. The app remembers it to his favourites items for later. He then heads to the tube for his first commute of the day. On swiping his oyster card at the Putney Bridge barriers to get onto the Victoria Line to head into Central London. He checks his commute ahead on his phone, the app starts to follow his journey and he selects his tube time. On the escalator to the platform, Toby gets a notification asking whether he would like to Connect, he swipes yes to alert others he is active and his Bluetooth is automatically switched on. The Beacons uses Bluetooth Low Energy to beam Toby the carriage’s user’s interests. Once on the train his watch nudges him that Frank wants to talk to him! On finding Frank through his profile, they talk about the article they had both liked and start talking further. Toby then gets off at his stop, on leaving he gets a notification to verify Frank and their conversation.
Wireframing
App Flow Connect can nudge people, making them aware of people on the same commute with the same common grounding, giving them prompts of what subject they can talk about. The user can choose whether they want to participate and they have the power of preference on what they want to share on conversing with each other.
Notification
Oyster Card
Destination
Tube Times
The screens follow the user journey depicted in the storyboard, a commute that follows Toby and how Connect gets them both to engage on an article they have both read. The aim of the app is to allow Toby to interact with fellow commuters and travellers on the tub by providing a common grounding or a prompt for them to do so. Connect uses his social media likes and harvests his news reads to understand his preferences to create a tailored experience. It collates all of his interests and pushes new topics that he could find interesting, that others with similar likes to him have enjoyed, and then nudges him to talk to others ‘active’ around him.
After swiping his Oyster card Toby can select his route to see times and platforms.
The app understands which line Toby is taking and asks him which is his stop.
He selects which train he would like to catch in advance in order to see who he can talk to.
Nudges
Connection
Safe Guarding Toby can see Frank’s status, where the user can put whatever they like, feel or do. As well as Frank’s verification of use: how many interactions Frank has had without a report of misusing the app and how many have enjoyed his company. It is a way of safe guarding method with appreciation. The Flag icon is to report whether Frank is someone to avoid and for the app to block the user.
Carriage Swipe
Toby can swipe through the carriages to see what other user’s are interested in and whether he would like to engage with any of the content available. Each article has a ‘Bookmark’ icon to mark if Toby is interested or would like to talk about it Below the carriage are the topics. These topics are the conversations or the potential conversations points going on in the carriage. Articles move with the carriages as Toby swipes through his selected oncoming tube. To read the articles you can scroll up.
A beacon knows Toby’s location and tracks when he leaves the carriage, Toby gets a nudge to verify Frank for other future users.
Move’n’Prove, Rent App
“The home buying and renting process is often long, tedious and difficult. It’s also something that hasn’t significantly changed in recent years. Consider new ways to revolutionise this process, putting user needs right at the heart of the solution.” Tom, IBMiX
I project managed a group project, where research was undertaken to identify problems within the home buying and rental market, an extensive review was conducted to get an idea of the potential scope of the set brief.
Tenants
The private home rental within England is fraught with issues for landlords and tenants alike. Many believe it is time to make a change to the process of renting, especially for millennials - who are a generation of renters that is the only means of securing a home. We saw scope to explore the rental market and to improve it by removing the barriers for and building trust between stakeholders: tenants, landlords and agents.
Key Insights from Secondary Research
Affordability, value for money and benefits
Millennials, Data Sharing and digitally orientated
Opportunities need to more than an insurance product
Rental Deposit, simplification and transparency needs to be considered
Trust and Affordability
Hunt Statement
“ To investigate and explore Generation Y’s attitudes and motivations towards property rental in the private sector in England & to improve their experience of navigating this complex process.
�
Agents
Landlords
Experience Mapping Both secondary and primary research, including interviews, were used to create a single persona for a point of reference following the renting process. The map shows what is being done, thought, felt and experienced throughout and pain point experienced.
Tenants
Concept Ideation Using affinity mapping and we pursued our investigation to find more similarities and hidden insights within the relationships between stakeholders and quality of service. We then combed further to find problems in ‘Personal Relations with Stakeholders’.
1. Digital References Passport
2. Shared Ownership
3. Deposit Ledger
There was a particular disconnect between the renters and agent/landlords. The break down, where problems seem to rise most, is when there is miscommunication or lack of education of how the agreement works. After further refinement and combining some of the concepts from the Google Crazy 8s sprint exercise we came to these 3 concepts.
Client & Focus Group Feedback • Combine Concepts 1 & 3 • Liked the idea of creating a living representation of the relationship and process • The passport and ledger tote up the interactions for a single representation of the property life • Creates standards • Empowers all stakeholders whilst the passport creates a peer review.
• Removes assumptions • Creates accountability
• On the property ladder • Matching like minded people
• Full history documentation
• Sharing the load of cost
“ There’s no balance in the relationship between landlord and tenant?.”
“ Didn’t have enough money to buy a house on my own so had to use my settlement for rent which isn’t ideal.”
• Improve the distrust between the landlord and the renter • Document every action in a system • Transparency for all
“ Landlord less efficient when dealing with the house issues than the initial signing process .”
Storyboard Adam is new to renting and cannot decide between houses but finds the advertised Move’n’Prove logo online. On signing the house Adam and, landlord, Mandeep meet face to face to exchange passport profiles. The tap starts to leak so Adam scans the QR code of the room and rates the urgancy of the issue. This notifies Mandeep and he replies with date to organised a plumber. Adam can acknowledge it or reschedule. Adam has run into financial difficulty and cannot make rent payment. He messages Mandeep, who accepts the difficulty, and Adam’s financial rating drops along with his overall star rating. Adam improves his rating over time with badges earnt for being a ‘better tenant’. At the end of his tenancy Move’n’Prove shows an overview of his stay with a stamp, landlord rating and how much of his deposit is left from his tenancy.
Wireframing
App Flow Share & Dashboard Flow This is the first meet and greet between tenant, Adam, and landlord, Mandeep. The first instance is to do an inventory of the property by scanning the QR code The app is the centre of communication between landlord and tenant thus helping both track each other’s actions and the state of the property. The landlord is enabled to manage his properties through the app. They can check each tenant’s passport profile status summary, as can the tenant see the landlord’s, before a signing of a property and during the tenancy.
Renter
Landlord
Raise an Issue: Renter to Landlord Interaction The tenant can raise an issue and enter in specific details of the severity and type of issue the landlord is to deal with. After submission the tenant can monitor the status and detail of the issues raised.
The issue resolution timescale is available for both landlord and tenant to see and Move’n’Prove notifies the user of actions being taken. The landlord can suggest a date when the maintenance team can make the repairs and the tenant can agree or decline the appointment. Move’n’Prove links to the calenders of both tenant and landlord.
Short Term: 6 months on...
Long Term: 4 years on...
Short Term vs. Long Term Passport Profile The tenant, and the landlord, each have an on-going ‘status stamp’ showing their overall current status as good (or not so good) renters and letters. This is shown on our logo, but with a starrating system, a bit like Trustpilot, and dated, like a proper passport stamp, only in year. The ‘status stamp’ reflects the tenant’s behaviour and conduct in line with the expectations set against the same criteria that would be applied to a deposit, plus incorporating other components, a maintenance/social/ financial score.
By this time Adam’s current status is very good
Tracking change show his improvement month-by-month
The property score show status & deposit due
The Retreat, Service Design
“To sustain the Old Rectory Museum into the future by repurposing both the Old Rectory and grounds...more visitors to the museum and surrounding garden; greater involvement of local residents in community events.�
Problem As a group, Elevate, we visited the site of the Old Rectory. It was seen to be poorly maintained and had evidence of antisocial behaviour. The museum in place was unstructured and had limited youth appeal with low visibility from the public. On first meeting with Loughborough locals, Old Rectory volunteers and Loughborough Archaeological and Historical Society the main topics of conversations were: • • • • • • • • •
People rarely notice this place Next to no rules, we are open to try new things The whole place just needs to be updated Unhealthy eateries surrounding the area Lack of Signposting Lack of Green Space Litter There is a real separation of town and gown There is a lack of recreational space
Initial Assumption of Interest vs. Influence of Stakeholders...
We mapped each stakeholder against their influence and hierarchy of need
...and developed 3 ideas to fit the insights from interviews Climbing Micro Cafe Wall Brewery
Stakeholders Core
• Primary and Secondary Schools • University Students
Direct
• Current Old Rectory Volunteers • Crop Club • Loughborough Archaeological and History Society
Indirect • • • •
English Heritage Sport England Local Charities Loughborough University
Our UX Vision
“To develop a park that provides the community with a safe open space for non-traditional activities for all generations to explore. ”
Climbing on History
Key:
Summary of Concepts Negatives
Positives
Preference to Climbing Idea Family and school involvement Social skills development for kids Grant/funding sources located
Multicultural Boundary (Brewery) Issue of Rubbish (Meal community)
The stakeholders questions from our concepts pitch and co designing with the community about Climbing Concept:
Make it Self Sufficient?
Open to potential to Communities?
Make it a Public Space Visible ?
Encourage People to Enjoy the Space?
Contextual Research
“Loughborough doesn’t need another
climbing wall but a smaller climbing area that’s suitable for children would be great. I like the idea of the outdoor gym too.
Brian, Retired Teacher/ Climbing Instructor
”
Original Old Rectory
To meet the brief need of high footfall and greater community activity we realised the our concept would need no cultural barriers. Low barrier entry sports like climbing - no specialist equipment for bouldering - would be perfect for social inclusion.
Current Old Rectory
Suitability for all ages is key. Climbing would be suitable for younger children and there for practiced boulders to practice their technique with different levels of difficulty. To incorporate the history of the surroundings the boulders would mimic the footprint of the original rectory - one that locals were sad to lose. In order to engage with all generations, and give parents the chance to exercise while with their children at the site, an outdoor gym would be there to get some exercise. The museum in the current Old Rectory would be transformed into a self sustaining cafe, still surrounded with the artefacts incorporated into the interior design. The cafe would offer community sourced foods from local shops and cooks.
“ The council pulled down the original building...which was a real shame.
1880
1960
2017
Christie, Local Loughborough Artist
”
Service Safari
Retrofit
To ensure the concept of ‘Climbing on History’ could be achieved I went on a Service Safari of The Castle Climbing Centre in Stoke Newington, North London. The Castle is a large Grade II listed Victorian pumping station and has since been developed into an indoor climbing centre with outdoor boulders and cafe. Understanding the customer experience was key to get an understanding of what our service could provide for the community. The Castle is the top end of a long term sustainable development transforming a disused site and re-purposing it. The climbing adapted to the building shape and could accommodate rope climbing for all abilities with The Castle having a massive infrastructure and solid walls. The combination of a sustainable cafe gave the sustenance for climbing as well as an outlet to display and sell local produce. The cafe serves high quality food and was clearly aware of its environmental and social impact. Everything was prepared on site and no packaging with 7 principles: • • • • • • •
Use local, seasonally available food Support organic farming. Limit foods of animal origin and if you can’t ensure its high welfare. Encourage others to choose fish from MSC accredited sources. Buy Fair trade products. Avoid bottled water. Promote health and well-being with healthy food.
“ To a degree climbing is quite good for this because it
lends itself to any space and you can wrap it around and stuff.
Duncan Howard, CEO Castle Climbing Centre
”
Our Proposal
Historical Footprint
• Existing building holds ‘The Retreat Cafe’ available for community sourced menu and healthy post workout smoothies/snacks • Rearrange artefacts to co-exist within cafe • Climbing walls and boulders imitate that of the Old Rectory footprint
Surrounding Grounds
• Outdoor Gym and Bouldering - challenges for all ages and abilities • Recreational green space • Outdoor log playground
Food Hacks, Sainsbury’s App
Food Hacks is in partnership with Sainsbury’s scheme of ‘Waste Less, Save More’ while reducing food waste. The app is designed for behaviour change and build into our busy lives the time to use methods to elongate food life.
Generation Edge Brief: “Sainsbury’s wants to be famous for solving the household food waste issue and helping it’s customers to Waste Less and Save More. We want you to investigate what Generation Edge’s relationship is with food waste, how we can reduce food waste amongst this target, and how can Sainsbury’s own the solution.”
Problems found:
What they want: Callum, 21
Who are Generation Edge? • • • • •
Food Knowledge
18-23 years old Technological Natives Reformist and Challenging Individual and Alternative Consider Sainsbury’s to be: middle of the range store, affordable and have global goodness intent
LEARN
ONLINE CONSUME CONTINUOUS STREAM OF
INFORMATION
MOOCS
USED TO
INSTANT ACCESS &
FEEDBACK
MASSIVE OPEN ONLINE COURSES
CORPORATE DISTRUST
FAST LEARNING
SOCIAL ACTIVISTS
Reliance on others and internet for guidance
CONSTANT TIME RESTRAINTS
Forgetfulness
Right to
SHARE & EXPRESS
DRIVEN BY EFFICIENCY
Not remembering use by/best before dates
Food Life
Discard without thought of value of loss. Wasted due to time convenience.
?
09/2016
Meal Planning
Lack of time to prepare. Do not think in advance.
• Enjoyable taste • Learning new recipes • Better use of ingredients
First Thought
Buy more due to lack of organisation. No cost associated with waste
Experience Goals
Easily lost with thrown away packaging and forgotten.
• More efficient cooking • Better use of time available • Understand how to keep and reuse food for longer
Annie, 19
• Cost • Convenience • Simplicity
Use By/Best Before Dates
Task Goals
Alice, 20
• “...apps like Yummly use blogs but have the method and ingredient amounts on separate pages. Which is annoying...”
• • • •
Value for money Easier cooking methods Organise food dates Find new ways to save both food and money
• Share and learn from others • Easy and quick to use without being a nuisance
Design Research & Behaviours Background The design opportunities established the behaviours of Generation Edge and helped identify the appropriate strategies to make the most enhancing the long term behaviour changing service.
How Might We?
Design Opportunity • • • • •
Unmet need for food guidance in the home Create visual cues to create awareness of food life Associate food cost with food waste Provide a network to share ‘food hacks’ Integrate reward at Sainsbury’s with achieved ‘food hacks’ for app longevity and store loyalty
Food Information Data Remove friction of having to retain the best and use before dates in user’s memory.
Efficiency Make it attention grabbing and encouraging to engage with quickly and satisfy the user’s desire for order.
Hunt Statement
“
Constant Time Restraints
Corporate Distrust & Social Activists
Social Activists
Remove friction to save time and effort on user’s behalf
Target users tend to trust their family’s/ friend’s advice for food knowledge and recipe. Ensure they trust the Sainsbury’s brand to save more.
Engage Generation Edge to share methods of saving food waste.
To create an app that works in store as well as in the home. Providing a convenient and attentive service to remind and aid with waste reduction.
”
App Flow • • • • •
Giving Generation Edge ‘Food Hacks’ refreshing methods to inspire new recipes and ways to improve food life Changes behaviour through easy recognition of the cost of food waste Visualises the benefit of saving and elongating food life Educates the user of actual food life and traditional ways to save food at home with no extra cost Makes saving food convenient and tailored to their time constraints
The user can shop hassle free as each item is uploaded automatically to their Food Hack app after purchase in store. All the food details, the use by and best before dates and cost, are recorded
Value Convenience
Aware
Prepare
Share
Each food item is categorised by best before and use by dates. The colour coding helps the user identify which food is about to go off and the cost of the potential waste.
On selecting the item in need of using, the app takes the user through the preparation process of the suggested Food Hack.
A Food Hack Library is available and is constantly updated by users and Sainsbury’s own chefs.
The user is encouraged by an overview of their progress with a Leaderboard against their friends and local community. The amount of Hacks used is displayed through the Money Saved/ Lost section.
About Me I am a focused and innovative designer with the experience of developing projects from concept to production. After honing my design skills at university, free lancing and on placement, I am looking forward to building on my experience in this area where genuine enthusiasm and creative initiative will allow me to progress. Being a hard working and a self motivated individual, I am willing to offer my time and energies to any employer for the benefit of their business and my personal development.
Education 2006 - 2011
2011 - 2016
2016 - Present
Roedean School, Sussex
Loughborough University
Loughborough University
A Levels: Product Design (A), Art (A), Geography (B) GCSEs: 10.5 A*- B incl. A: Maths, English Literature; B: English Language
Industrial Design & Technology (BA) 2:1
User Experience Design (MA) Expected Distinction
Software
Achievements
Photoshop Illustrator InDesign After Effects Premiere Pro Solidworks Keyshot Axure RP Pro Sketch SketchBook Pro Microsoft Office
2014 2012 2011 2010
Silver @ A ‘ Design Awards 1st Place @ Philips Innovation Open Saatchi Gallery Art Showing Distinction Young Enterprise
2015 - GB Rowing Present Trialist 2017 Silver @ European University Rowing Championships 2017 Won Henley Women’s Regatta Senior 8+ 2017 British University Rowing Regatta Gold 1x & 2x 2016 British University Rowing Regatta Gold 2x & Bronze 1x 2014 Duke of Edinburgh Gold Award
Skills
Interests
User Experience Research Client Communication UX Design Graphic Design Prototyping Inter-personal skills Highly Motivated Determined
Sport has always played a dominant role in my life. At University I took up rowing. I have now been trialling for GB for the last 3 years and have a sound understanding of high intensity training and development. All of these activities act as cathartic processes and are often motivators to make me work hard to allow myself the enjoyment of sport.
Experience July 2012- August 2012
July 2013- April 2014
July 2013- August 2014
July 2016- September 2016
Present
Apprentice, Southdowns Construction
Industrial Design Intern, HJC Design Ltd
Packaging Designer, Crown Hockey
User Researcher, Anticipate
Freelance Designer
Architecture Construction Company, consisted of labour work: filing, drilling, cutting, lathes and welding. Consistent worker and worked to a high machining standard.
Sheffield based design consultancy, I worked on a wide variety of projects to experience real product design and development from a client brief through to manufacture. I was involved in all processes, from concept development, CAD design, prototyping and modelling, material selection and final branding. This required time management and good presentation skills. I also took on sole responsibility for a design competition entry, through the company, which won an award at the A’ Design Awards in Italy.
Crown Hockey, who make composite hockey sticks, proposed brief developed to produce packaging. I researched the user base, conducted market analysis and designed the packaging. I worked with a packaging company in Brighton to produce a prototype that would emphasise the a premium quality of the product that can match that of Crown Hockey’s brand.
Anticipate is a start up offering an online holistic programme focused on retirement planning for employees. I was enrolled to research the market, target audience and competitors. I helped the start up find its USP and establish what their users wanted at the heart of the service.
Freelancing has given my the opportunity to broaden my skill set and manage new projects. I have learnt to further balance working around my studies and training.
Cook, Thyme by the River Cafe I cook, purely for my interest of food, and have learnt how to cooperate in a team while performing under pressure.
Contact: cboylanddesign@gmail.com 07957758794
Caitlin Boyland
2012-2018