tam by Doris Nunez

find the perfect recipe

05.2016

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

Dorissel Nunez tap and munch MAY, 2016

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

tap and munch Senior Project Book

MAY 2016

Bachelor of Technolog y in Visual Communications: Ar t + Graphic Design Farmingdale State College, State Universit y of New York

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PHOTOGRAPHY: ANDY CHILTON

FIND THE PERFECT RECIPE.

TABLE OF CONTENTS

CONTENT 4 10 42 48 54 60 64 102 116 122

Introduction Chapter 1: Product Description Chapter 2: Unique Value Chapter 3: Target Audience Chapter 4: Competition Chapter 5: Cultural Relevance Chapter 6: Visual Strategy Chapter 7: Marketing Strategy Glossary Bibliography

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

INTRODUCTION

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

INTRODUCTION

INTRODUCTION Food is something every one needs to survive. But besides looking at food like a necessity, there are people that simply love to eat, try new flavors, and some go further than that to please their palate. More than enjoying eating they enjoy to prepare meals not only for them but for others. Of course, it is not always the joy of life to be in the kitchen but there are ways to make these moments more pleasant even when it is more a commitment or obligation as occurred in some families, when the mom takes care of everybody else meal. To make the story short I enjoy eating.I really like when an edible meal looks edible. It can not be more simple and clear than that. It is a very important point when I am about to eat.

Therefore, when I started to think on ideas for the this project I thought of situations I might incur, situations by that time, and situations I have come across during my life. I also thought of the issue of deciding what to eat, which I commonly have and I also know that I am not the only one. Suddenly, I found myself gathering information regarding the possibility of the existence of such a tool that could help with that. I said to myself that it would be of a good help to be able to tell when we need an ingredient at home, from work , on the street or on the way back home. Sometimes we simply want something special or a simple dinner and we barely remember what ingredients are available in our kitchen.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

INTRODUCTION

We either have to guess what is in the fridge, buy extra stuffs or take the risk of nor finding it in the pantry. And that was how the first ideas arrived to my mind. A tool that would keep all the pantry information in one place and besides help with suggestions of what to eat. Evidently, it was not a thing of jumping into action right away but it was a fun and interesting journey and experience to have. From that little seed that occurred to me that morning to the whole development of the current idea, it has been a long way, a lot of thought, sketches, notes, reasoning, questions and answers. Besides, there is another statement to add to the mix and is the fact that

people are more and more wishing and trying to eat healthier. They are either involved in fad diets, have a medical condition or do not want to be in one. As for me, I try not to eat to much junk food and when possible I do not eat it at all. On the other hand, as I stated before I like when food looks smell and taste good and of course I also love the inner satisfaction that comes with it when the hands that prepares it are mine. This made me believe this tool could be a good idea as it could also suggest recipes based on the ingredients I already own and as a way to encourage me and others to prepare our own food. In addition, when thinking how

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

INTRODUCTION

the pace of the day to day life is always a rush, even when you are not that type of person of being runing from here to there, the atmosphere in which we all live in at work, at school, at events on a daily basis, put us in a position that we seem like we are running out of time every single time. By taking this into account in addition to the time consuming the process of grocery shopping and deciding what to eat represent, I could easily see how this concept could evolve into a convenient user friendly tool that would motivate people to eat more at home, being at the same time more organized, proactive and pragmatic and win some time from their own. All in all, that is how tap and munch was born.

Tap and munch is a convenient mobile app intended to suggest recipes based on user’s ingredients and user’s diet’s preferences. It also allows to track the pantry, make groceries list from scratch and based on recipe’s ingredients lists, create cookbooks and set reminders. The mechanism consist of giving the users the possibility to type, dictate or scan their items to keep record of what is in stock and what is not. In this manner, next time a gathering, event, special dinner or surprise party comes up, users will be more than ready and in control, and who does not like to be in control?

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

01.PRODUCT DESCRIPTION

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

TAP AND MUNCH Tap and munch is a mobile app that tracks users pantry, and based on that information and the userâ&#x20AC;&#x2122;s preferences suggests recipes. The following is a description of the features and options that are available in the app together with the capabilities and functions of each one. Among the options are: grocery list, pantry, cookbook and reminders.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

spl a sh screen

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

DISCOVERY SECTION It allows the user to search by diet preferences, type of meal, breakfast, lunch, dinner, dessert, by ingredients or any combination of these. (i.e. Paleo + breakfast) Information available: Search directions. (1) Options: • Type in search criteria. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders, from the bottom menu.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

se arch discover screen

groceries

reminder s

groceries

se arch

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cookbook

PRODUCT DESCRIPTION

DISCOVER / RECIPES After entering the criteria of search in the discovery text field, recipes are fetched and shown. Information available: name, photo of the recipe and some diet preferences.Additionally, it shows the quantity of missing ingredients (if any) related to the users’ pantry and hearts for the recipes that have been marked as favorites.(2) Options • Tap on the recipe of preference. • Favorite a recipe. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

2 favorite missing ingredients

recipe â&#x20AC;&#x2122; s name

die t preferences

discover result screen

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

RECIPE / INGREDIENTS This screen shows the information for the recipe selected in the discovery section. Information available name, photo, ingredients with quantity and measurement units, cooking and preparation time for the recipe.(3)

Options • Back button: returns to the discovery section. • Share: share the recipe to friends • Swipe left: accesses preparation steps. • Munch button (fork): adds the recipe to the cookbook. • Top plus sign: adds all the ingredients to the shopping list • Heart: Favorite recipe. • Eye: shows missing ingredients from pantry. • Plus sign: adds individual ingredient to the shopping list. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

back

swipe for prepar ation

s teps cooking time

servings

favorite recipe

recipe ingredients

recipe â&#x20AC;&#x2122; s name

adds to cookbook

screen adds all ingredients

show missing

to shopping lis t

ingredients

adds ingredient to

ingredient

shopping lis t

ingredient unit

groceries

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

RECIPE / MISSING INGREDIENTS This screen shows the information for the recipe selected in the discovery section plus the information regarding quantity of missing ingredients. This information is accessed by tapping on the eye icon. Information available name, photo, ingredients with quantity and measurement units, cooking and preparation time for the recipe. Also the quantity of missing ingredients from the user’s pantry. (4)

Options • Back button: returns to the discovery section. • Share: share the recipe to friends • Swipe left: accesses preparation steps. • Munch button (fork): adds the recipe to the cookbook. • Top plus sign: adds all the ingredients to the shopping list • Heart: Favorite recipe. • Eye: hide quantity of missing ingredients • Plus sign: adds individual ingredient to the shopping list. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

back

swipe for prepar ation

s teps cooking time

servings

favorite recipe

recipe

missing

recipe â&#x20AC;&#x2122; s name

adds to cookbook

ingredients screen adds all ingredients

hides missing

to shopping lis t

ingredient

adds ingredient to

ingredient

shopping lis t

quantit y of missing ingredients

ingredient unit

groceries

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

fav

sharing modal

(5)Share button has been tapped displaying modal for sharing recipe. email could be typed to share the recipe or remove previous shares.

(6)Fav the recipe by tapping on the yellow heart.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

adds to the cookbook

selec t c ategory

(7) Modal to select category to save recipe triggered by munch button (fork).

(8)Recipe added to the cookbook.

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PRODUCT DESCRIPTION

hides missing ingredients

show missing ingredients

shows quantit y needed for the recipe shows quantit y in s tock

adds item to the lis t

(9)Shows recipeâ&#x20AC;&#x2122;s ingredients.

(10) Eye icon has been tapped, quantities shown in red indicates quantity in stock and needed for the recipe.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

removes item from the lis t

(11) Plus sign has been tapped and the ingredient has been added to the list and feedback message is displayed.

(12)Plus sign changed to minus sign, indicating item is already in the shopping list and it can be removed from the list by tapping this button.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

RECIPES / PREPARATION STEPS This screen shows the preparation steps for the recipe previously selected. . Information available name, photo, ingredients cooking and preparation time and prepration steps for the recipe.(13)

Options • Back button: returns to the discovery section. • Share: share the recipe to friends • Swipe left: accesses ingredients. • Munch button (fork): adds the recipe to the cookbook. • Heart: Favorite recipe. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

back

swipe for ingredients

cooking time

servings

favorite recipe

recipe

recipe â&#x20AC;&#x2122; s name

adds to cookbook

prepar ation screen

groceries

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

GROCERIES This screen shows the groceries lists created both from scratch and from recipes ingredients lists. . Information available name and photo of the grocery list, shared or delegated status, indication of reminders if any.(14)

Options • Menu button: Settings and log out options. • Pencil: create grocery list from scratch. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

cre ate

back

14 shared

deleg ated

linked to reminder

groceries screen

groceries

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

lef t swipe trigger s dele te but ton

item quantit y item unit sc an item add item item te x tbox

(15) Left swipe to delete list. (16) Create grocery list from scratch by tapping the pencil icon. Enter custom photo, type in name for

the list, an item name, quantity and unit for the items or scan, or dictate the items to the app.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

share but ton

add user to share lis t

deleg ate switch removes share

(17)View of the process of creating a grocery list. Share button enabled

(18)View of the share / delegate modal.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

adds reminder

dele tes item add item to the pantry incre a se item quantit y decre a se item quantit y

(19) View of grocery list screen. Items can be added, substracted or deleted from the list and added to the pantry.

(20) Item has been added to the pantry.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

item added to the pantry

(21) View of the screen after an item has been added to the grocery list. The yellow check mark indicates the item has been added even though

it remains visible on the grocery list. To get rid of the item permanently use the delete button. (x).

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

PANTRY This screen shows the pantry and its categories. This is the place where the groceries are saved by adding new categories or adding new items to the ones already created. The process to create a new category is the same followed to create a grocery list. For reference see images 16, 17 and 18. . Information available name and photo of the pantry category. (22)

Options • Menu button: Settings and log out options. • Pencil: create pantry category. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

cre ate

22 c ategory cus tom image

pantry screen

groceries

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

COOKBOOK This screen shows the categories of the cookbook, custom created. Here the user can add recipes from scratch and from the recipes found in the database. Also new cookbook categories can be created through the pencil bottom on the top. The process to add categories is the same followed to create a grocery list. For reference see images 16, 17 and 18. Information available name and photo of cookbook category. (23)

Options • Menu button: Settings and log out options. • Pencil: create cookbook category. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

cre ate

23 cus tom image c ategory name

cookbook screen

groceries

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

REMINDERS This screen presents a list of reminders which can be linked to groceries list. It could be a random event to remember or just a special date linked to a grocery list neccesary to make that celebration happen. Information available Title of the reminder and date. (24)

Options • Menu button: Settings and log out options. • Pencil: create a new reminder. • Access to the main functions of the app: grocery, pantry, search, cookbook and reminders from the bottom menu.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

cre ate

linked to grocery lis t

reminder s screen

groceries

reminder s

groceries

se arch

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

cookbook

PRODUCT DESCRIPTION

26 profile photo

(25) Initial screen after splash. It allows to try the app without logging in. `

(26)Includes regular diet preferences and other preferences like lactose free, gluten free, nuts free, etc. in order to accurately suggest recipes.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PRODUCT DESCRIPTION

(27)View of the login screen.

(28)Sidebar menu

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02.UNIQUE VALUE

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UNIQUE VALUE

THE PROBLEM We live on a rapid pace world which keeps on changing every second towards a more modern and technological one. People feel overwhelmed and pressured, trying to keep hold on time while it becomes less sufficient even to develop day to day tasks. This happens a lot and in different types of situations and circumstances. When talking about preparing meals is not the exception there is always the excuse of not having the time, the ingredients, the chance to try and so on. There are people, for example that try to eat healthier or at least have the intention to do so, however they struggle finding the time needed.

And it is a fact that shopping groceries organizing them, keep track of the ingredients available at home is a hard and time consuming task. It is even hard sometimes to decide what to eat and even more when it is based on the vague memory of what we think is left in the pantry, it is a tedious task. Hence in order to improve peopleâ&#x20AC;&#x2122;s lives, and help people commit and engage in their desire path of eating healthier, be more organized, and to have the information available related to their pantry at all times, and of course get advantage of the most important part, time. Tap and munch gets born.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

UNIQUE VALUE

THE SOLUTION The tool that can keep track of the ingredients in order to know what is available and what is not. This would allow those who are lacking of time, to get organized, plan ahead and of course keep themselves on track.

Tap and munch is just that, a tool that is at the userâ&#x20AC;&#x2122;s fingers reach, giving access to the most accurate recipes based on the ingredients the user already have at home and the preferences specified when configuring the app on the first time use.

Besides, this tool would give access to recipes based on food preferences and ingredients which are already in stock at home. How favorable, opportune, well timed should be to have access to a tool like this? A mobile app that could keep record of what is ready to be cooked at home and also help in the process of preparing that next delicious meal ?

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

UNIQUE VALUE

Tap and munch supports and motivate people to be engaged and committed to themselves towards a healthier and more organized life. It could be said that this is one of the main points of tap and munch. Help with a little push when it is all that is needed to give the next step.

A completely different, fun experience and interaction with the cooking and kitchen. Because having the precise and correct information at the precise moment always helps, the same will happen by having the pantry at fingertips reach. This will result in a better and more diverse meal and a more pragmatic life.

Tap and munch objective is to simplify life to others. This is done, by helping in the process of deciding what to eat and to take advantage of those ingredients that already are in stock at home.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

03.TARGET AUDIENCE

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

TARGET AUDIENCE

A CLOSER LOOK The main objective of tap and munch is to improve peopleâ&#x20AC;&#x2122;s lives by giving them an alternative to manage what they eat at home. It is very important to make people feel engaged and committed to their eating habits and of course have a fun and pleasant experience using the app. There are different needs people have related to this approach and they coincide with the features tap and munch offers: grocery list, pantry tracking, recipe search, cookbook and reminders. People would like to have more time to do what they want and to reach those daily goals regarding activites such as to prepare meals, have them with the

family or be in control of what they have in stock in their pantry in order to be ready to manage the other two. In that sense, the brand focus on people independent, who like to do their own stuffs. They are vigorous and proactive who like to learn and manage well their time and looking for ways to improve the way they are doing it right now. These group of persons, are technology enthusiastics mostly young adults.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

TARGET AUDIENCE

pe te zenud single

, 25

ye ar s old

living by himself , currently in puerto rico technology sav v y likes to e at he althy goal s

frus tr ations

e at he althy

no t having enough time

pl an me al s ahe ad

running out ingredients without noticing

have a be t ter e xperience in the kitchen

ge t boring of e ating same me al s

Pete is a 25 years old student, a Ph.D in Business Administration, Finance candidate. He has a busy schedule, constantly involved in research projects He is single person, who lives by himself, and likes to eat a good, tasty, meal but also non expensive barely processed food. He mostly follow the Paleo diet, which had helped him lose some weight in the past and also has helped him to feel better about his body and more energetic. However, with his busy schedule is hard to keep the pace. He still wants to try his best to keep on the right track.

He goes grocery shopping, once a week at least. He keeps missing ingredients because of the lack of planning ahead, because lately he is been deciding what to eat just the moment before he eats and he does not like to repeat meals on consecutive days either. Pete has tried some recipe apps before to get some help with the process of deciding what to eat but he has encountered himself with long recipes ingredients list, that normally he does not have at home. â&#x20AC;&#x153; if

only

could adjus t the recipes to my

pantry not the other way around â&#x20AC;?

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

TARGET AUDIENCE ellen c a s tle married for

ye ar s

, 36

ye ar s old .

living with her husband and a child currently in dominic an republic loves food loves cooking technology enthusia s t frus tr ations

goal s

feed her family a bal anced me al

not having enough time

ge t he althier and fit

running out of e a s y recipe ide a s

have her own cookbook with he art y me al s

missing ingredients

Ellen is a woman, a wife and a mother. She has a husband who works full time and a 10 year old kid. She is an executive assistant who is looking out for her kid all the time with school and everything. She also goes to the gym when she finds the time, and of course, she prepares the meals for everybody in the house. Ellen’s husband has a cardiac condition, which is another reason why to take better care of what they eat. They prepare their meals at night so they can take it next day to work which makes it harder because by that time they are tired. For this reason they try to plan

their meals ahead, but because other errands and work they keep sometimes forgetting to go to the supermarket when they need to. Occasionally they find themselves with an empty fridge. She wishes to have recipes for day to day meals at hand and be able to use the ingredients she has at home. Also a way to share the grocery list with her husband who sometimes can do the shopping so they can help each other.

“ the

pantry should be always in my he ad so i c an pl an ahe ad ”

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

TARGET AUDIENCE

louise jones married

, 30

ye ar s old .

lives with hubby, currently in ny technology enthusia s t

enjoys e ating likes to pl ay tennis goal s frus tr ations e at he althy

sharing groceries shopping

pl an me al s ahe ad

l ack of time

have a be t ter e xperience in the kitchen

Louise is a 30 years old data analyst. She is a System Engineer working at a bank institution full time. She is happily married since almost two years ago with no children. Like most of the people, she wishes for a 48 hours day. She likes to eat, she enjoys it. She is not the kind of person that limits her appetite satisfaction under a restricted diet. Sometimes they like to host friends’ gatherings at home, which also requires some meal planning. She is committed to do some exercises, eating most of her meals at home, as far as this is possible in her schedule. She comes back home

from work and when she is not tired she is ready to cook dinner for her and her husband, together with something else to take next day for lunch. There is not always something to be prepared though and sometimes she just run out of options. They would like to have a better way to manage their pantry, what comes in and comes out.

“ days

should be

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

hour s long ”

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

04. COMPETITION

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

COMPETITION

THE DIFFERENCE The core idea of tap and munch is to optimize people’s lives by offering a rich database of recipes that would be retrieved based on the ingredients users have available in their homes and food preferences they establish in the first time use of the app. This would be accomplished with features the app embraces which gives perfect support and fulfill the requirements of the market niche. It is also important to take into account the significance of balancing appearance and function within a mobile app. tap and munch offers a convenient and smart tool over a beautiful design and pleasant to use UI and to interact with. The concept has a very integrated platform for those seeking to have their diet and also their

families’ under control. From groceries lists, pantry tracking, cookbooks and reminders this tool can be extremely useful to keep users pantry and fridge always with ingredients available and avoid to have things running bad, saving time and money at the same time. That being said the competitors the brand has do not compete with all the features but in some of them. Freshbox, for example, addresses the issue of tracking the pantry by allowing the users to simply snap a photo and upload it into their own virtual ice box, giving the effect “what you see is what you get” a new meaning. However this won’t update very easily, not either suggest recipes and neither the other features that tap and munch offers.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

COMPETITION

In the other hand is ” Whaz in the fridge” app, which is a personal app developed for windows phones with the objective of keep track of ingredients and again does not suggest recipes neither allows users to create cookbooks or anything alike. The plus with this app is that it offers to notify when things are about to expire, after the user enters the date linked to each item.

Evidently there is not an app that does exactly what tap and munch does. The product is clearly and directly related to grocery shopping and recipe but also to the pantry, which is the main part of the whole concept: recipes based on the user’s pantry. tap and munch increases efficiency with not forgotten items for less wasted time and energy.

Another competitor is “Eating well”. This app is meant to search recipes by ingredient or category it does not combined or integrated the pantry in any way.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

COMPETITION

COMPETITIVE MATRIX e ating well

wha z in the fridge

This folowing graphic depict where tap and munch is positioned among its competitors. It is a comparison of pricing and specialization that dictates the kind of product being sold and how well they are responding to the market. As expressed in the matrix, even though all the products are not expensive they offer different features that make them able to compete among them but still tap and munch stands out with its star feature of recipes suggestions based on userâ&#x20AC;&#x2122;s pantry.

freshbox

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

COMPETITION

high degree of usabilit y *

tapandmunch

e ating well

less e xpensive

more e xpensive

wha z on the fridge

freshbox

low degree of usabilit y *

*ba sed

on tap and much main

fe atures : pantry tr acking ,

recipes sugges tions ba sed in user ingredients .

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

05. CULTUR AL RELEVANCE

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

CULTURAL RELEVANCE

THE PRAGMATISM Studies revealed that more people are willing to eat at home. This statement means that people are more interesting in having time with their families, people are interesting in having a delicious meal prepared at home and avoid more and more the unrealistic meals offer outside the cozy kitchen. Furthermore there are more reasons why the situation is feasible not only from the health point of view, but for the money, quality time with the ones we love and why not, just because. A good relationship with the kitchen starts with the idea of having a good lunch, for example, and enjoy it from start to finish, from getting the ingredients to the final dish on the table. Regarding this matter, a research was conducted, which threw interesting and positive results for tap and munch. For instance, the fact that there are people

eating more meals at home, based in the premise that this group of people have children or they are zyoung adults living by themselves or married with no children. This group enjoys practicing this every now and then and others in a greater scale as it is shown in the graphics. In addition, some people rely on technology to make ztheir groceries list and more people look for recipes online. It is not surprised that the latter would definitely would love to use the tap and munch app. People wants to be more in charge of what they eat and be able to do the right changes in order to be healthier. With tap and munch the process of groceries shopping and choosing what to eat is simplified thanks to the smart feature of recipes suggestions based in the userâ&#x20AC;&#x2122;s pantry.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

CULTURAL RELEVANCE

approx .

40%

people find their recipes online

approx .

42%

people are e ating less c alories outside of their homes

73.8

74.6

per user

age

18-24 25-34

people from

are doing the

cooking and using mobile apps .

$75 k

the

$25 k

income le vel s .

people that e at smarter are more ac tive .

mobile app hour s

age

commited to e at right.

63.5 49.9

age

people of this gener ation are more

age

the y use apps to tr ack tr aining data and / or look online for he althy foods .

55+

35-4 4

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

06. VISUAL STR ATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

OFFICIAL SIGNATURE The logo of the brand is a catchy, simple and sophisticated symbol composed by a simple and modern sans serif combined with a organic handwritten font. Accordingly it makes use of a vibrant yellow color that enhance energetically the whole logotype and a solid brown color that even out and balance the logo of the brand. This combination is a bold composition that motivates and emphasize the tone of voice of the brand. Along with the main version of the logo, its been included two different with background treatments and another one in grayscale.

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VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

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VISUAL STRATEGY

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VISUAL STRATEGY

THE IDENTITY

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VISUAL STRATEGY

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VISUAL STRATEGY

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VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

In any type of atmosphere there should a “breathing” space. It is the same with a logo. In this case it should be all around it in order to let it stand by itself with no visual and/or design distractions.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided. LOGO CONSTRUCTION GRID &

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

PROTECTIVE SPACE

VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

As a reference it can be observed the width of the logo equals four times its height.

1/3x

The exclusion visually represented here is computed as follows: Clearance= height/3

1/3x

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided. PROHIBITED LOGO TREATMENTS

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VISUAL STRATEGY

PROHIBITED LOGO TREATMENTS The official logo or signature must never, under any circuntance, be altered, or decorated. It should not be modified by condensing, streching it or taking a chance to change its already established proportions. For instance, when unsure of the use of the official signature, please contact tap and munch. The following examples are some of the not allowed uses of the logo which are not a limitation of all the wrong posibilities of how to use it.

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VISUAL STRATEGY

Do not change the proportions in anyway.

Do not add visual elements.

tap and munch tap and munch tap and munch tap and munch tap and munch tap and munch tap and munch tap and munch tap and munch tap and munch tap and munch tap and munch tap and Do not change the logo orientation.

Do not place the logo over a pattern of an kind.

tapand Do not departure from official colors.

Do not reverse the colors.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

THE COLOURS

VISUAL STRATEGY

THE COLOURS Color is a design element that can evoke differents effects in the viewer with minimal changes. Hence, in order to provide a visual consistency in color is important to commit to use the designated ones to avoid confussion. However, there are instances or special circuntances as well when the original colors cannot be applied. These cases may include too dark environments or too bright. When any of this occur the

resolution has to be consulted to and decided by Tapandmunch. However, do not use black as background. Tap and Much corporate main colors are Pantone 123c and Pantone 4975c, together with white. Remaining colors are meant to be used to organize information and give structure. The tint specified here it is used as overlay in photographs in some cases.

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VISUAL STRATEGY

RGB: 255 199 44 HEX: FFC72C CMYK: 0 22 91 0 PMS: 123 c

RGB: 82 82 82 HEX: 525252 CMYK: 64 56 56 33 PMS: 425c

RGB: 53 18 18 HEX: 351212 CMYK: 52 78 72 75 PMS: 4975c

RGB: 127 104 101 HEX: 7f6865 CMYK: 27 40 37 39

52%

tint

RGB: 255 255 255 HEX: FFFFFF CMYK: 0 0 0 0

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RGB: 139 141 144 HEX: 8b8d90 CMYK: 0 0 0 54 PMS: 8c

VISUAL STRATEGY

((

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VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided. THE T YPOGR APHY

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VISUAL STRATEGY

ACCOMPANYING TYPEFACES In order to preserve the harmony throughtout the whole design and also deliver a clear message, the typeface accompanying the brand and within the app must be careful selected. Open Sans is the typeface to be used along tap and munch. Also, in some official collateral and promotional items, Avenir Book is used.

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VISUAL STRATEGY

Open Sans SemiBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+{ }”:<>?/.,;’[ ]=-`~ Open Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*( )_+{}”:<>?/.,;’[ ]=-`~ Open Sans Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*( )_+{}”:<>?/.,;’[ ]= -`~ Avenir Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*( )_+{ }”:<>?/.,;’[]=-`~

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VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided. ADDITIONAL VISUAL ASSETS

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

ICON SET As part of the branding solution used to complement the friendly approach of the tap and munch brand some icons were crafted. These are used within the app and they also can be found in some collateral products for visual support.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

IMAGERY STYLE It is true that a story can be told through a photograph. Therefore, the images to be used along with the tap and munch brand should be expressive but not crowded, clear but eye-catching. The photography is used as a visual support to convey the right message the right way, and to promote the app features together with the advantages of using it on a regular basis. The following are some examples of the desired approach.

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided. CORPOR ATE IDENTIT Y

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VISUAL STRATEGY

s tationary s ys tem

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VISUAL STRATEGY

B usiness C ard

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

TAP AND MUNCH SENIOR PROJECT BOOK | 05.2016

VISUAL STRATEGY

LOGO CONTRUCTION GRID

PROTECTIVE SPACE

Here a reproduction of the logo can be found. The depiction helps to guarentee the exact proportions are used in any application.

The overall proportions are (1:4) one by four and must always be respected. Be aware of the position of the paired typefaces, more especifically, the space between them.

Hence, a space not less than a third of logo’s height should be reserved as free on all sides. An example of the proposed statement is provided.

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COLL ATER ALS

VISUAL STRATEGY

P romotional Tote B ag

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VISUAL STRATEGY

P romotional M ugs

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07. MARKETING STR ATEGY

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MARKETING STRATEGY

THE FACT It is a fact that young consumers are trending toward healthier eating habits. There are more people also interested on eating a homemade meal over a processed food. These type of foods would not even give the nutrients we need. In addition, people are making better use of the information available, getting used to replace junk food for real food. They are paying more attention to the nutritional values of what they eat and of course how this saves them a better upcoming future. However, this does not mean that the brand target is just people who are worried about their health.

having favorites recipes, which is the perfect combination for tap and munch objective. That being said, in order to communicate the message and aggressively become a competitive option in the market tap and munch uses mainly the resources of the social media and word of mouth to complete its own strategy. Minimal use of print collateral is used though, as a way to spread the word in groceries shops that would make a good alliance due to the common interest of both sides.

If this is a trend and more people are investing their time and effort to make a better self , this translates into shopping for groceries, cooking more meals and

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MARKETING STRATEGY

It is also is important to make use of social media to engage with users. It can help to increase the audience, go viral but at the same time avoiding not to become annyoing. It is all about building value and motivate users to give feedback and share their views, opinions and ideas. These type of strategies could be implemented through facebook and twitter mostly, where a quick and short message is enough. The following are examples of printed material to market the app as well as a landing page where the visitors can learn about the features of the app, know the interface and have a tour using the prototype and discover the app by themselves.

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MARKETING STRATEGY

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MARKETING STRATEGY

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MARKETING STRATEGY

Friendly Cards

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MARKETING STRATEGY

Friendly Cards

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MARKETING STRATEGY

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((

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MARKETING STRATEGY

L ANDING PAGE

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MARKETING STRATEGY

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MARKETING STRATEGY

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CONTACT

CONTACT Doris Nunez doris.nunez@gmail.com dorisnunez.com 646.510.1624

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GLOSSARY

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GLOSSARY

Brand:

Color:

It is an image or summarized expression

Visual perception of objects with respect

of a product or service themselves,

to light reflected by the object.

also collaterals and promotional items, symbols, words, etc, or any combination of

Cookbook:

these that identifies a product or service.

In the present guideline it refers to the

In this guideline it refers to Tap and Munch.

section of the app where the user saves their recipes.

Collateral Product: Collection of media, products or services

Discover:

to support communicate

a message or

In the present guideline it refers to the

to sell a product. It is often called sales

section of the app where the user search

support tool.

for recipes.

CMYK:

Food preferences:

It refers to the (4) four colors model used

In the present guideline it refers

in printing: Cyan, Magenta, Yellow and Key

to the section of the app, located in the

black.

userâ&#x20AC;&#x2122;s profile, where the user specifies their diet preferences.

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GLOSSARY

Grid:

Missing Ingredients:

Visual framework or structure compound

In the present guideline it refers to the

of parallel spaced bars to each other that

section of the app where it is indicated

helps to organize and place an element in

the ingredients that are not in existance

space in a rational way.

in the userâ&#x20AC;&#x2122;s pantry within the app.

Grocery list:

Official Signature:

In the present guideline it refers to the

In the present guideline it refers to the logo

section of the app where the user create

itself, the graphic mark that represents

grocery list, list of ingredients to shop.

Tap and Munch.

Hex:

Pantone:

This number refers to the hexadecimal

A system for matching colors, used in

representation of a color normally used

specifying printing ink, specified by a single

in web applications, HTML.

number.

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GLOSSARY

Pantry:

Tap and munch

In the present guideline it refers to the

It is a mobile app that helps users track

section of the app meant to be used as

their pantry, make grocery list, create

a tracker for userâ&#x20AC;&#x2122;s ingredients in stock

cookbooks and set reminders based

at home.

on shopping lists and or events. It is designed to suggest recipes based on the

Reminders:

information collected from users ,pantry

In the present guideline it refers to the

and diet preferences.

section of the app where the user set alarms notifications linked to grocery list

Track:

and events.

In the present guideline it refers to the section and feature of the app where the

RGB:

user keep record of the ingredients they

It refers to the color system that uses the

have and run out of, in order to facilitate

combination of Red, Green and Blue to

the shopping process and also the recipes

construct all the remaining colors to be

recommendations

used in a computer display. Visual Consistency: It refers to the use of visual elements in a consistent, even manner.

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BIBLIOGR APHY

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BIBLIOGRAPHY

Sifferlin, Alexandra, and Alexandra

“Whaz in the Fridge – Windows Apps on

Sifferlin. “Good News! We’re Eating Better

Microsoft Store.” Microsoft Store. Web.

(At Least At Home).” Time. Time. Web.

19 Apr. 2016.

Spring 2016. Watson, Elwood D. “Younger Consumers

“The Mobile Design Process.” Code

Are Trending Toward More Health-

Envato Tuts. Web. Spring 2016.

Conscious Eating.” The Huffington Post. TheHuffingtonPost.com. Web. Spring 2016. “Millennials Infographic.” Goldman Sachs. Web. Winter 2015. “American Adults Are Choosing Healthier Foods, Consuming Healthier Diets.” U.S. Department of Agriculture. USDA. Web. Spring 2016.

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