CONCEPT DESIGN PROJECT
THE TEAM: Gabriela Rosschou Hanna Luberadzka Heidi Vad Andersen Marija Telepneva Szilvia Pereznyรกk
STUDENT-DRIVEN HEALTHY JOINT COOKING COMMUNITY CONCEPT
INDEX 3.
MAPING OWN RESOURCES
INTRO / ACADEMIC AND PERSONAL COMPETENCIES / VALUES / MOTTO & SLOGAN / TEAM LOGO
4.
OPEN UP DISHARMONIES
JUSTIFICATION OF SELECTED DISHARMONIES / IN A PERFECT WORLD... / RESEARCH DESIGN: HOW & WHY?
CLOSING THE GAP
8. MEDIA OBJECTIVES ACCORDING TO DIFFERENT CUSTOMER SEGMENTS
8.
QUALIFYING OPPORTUNITIES
IDEA GENERATION / THE FINAL CONCEPT / RESEARCH OUTCOMES / PROTOTYPING / NVESTIGATION & WONDERING
10.
REALIZING VALUE
FROM NEW OPPORTUNITIES TO VALUE / BUSINESS MODEL
13. SURVEYS / PROTOTYPING / COMMUNITY KITCHEN / HOW IT WORKS?
APPENDIX
INTRODUCTION The following report is the product of a 3-weeks-long TEKO Concept Design Project and is aimed at introducing the creative process which the group has undergone before coming up with the final innovative concept/solution.
MAPPING OWN RESOURCES 1. Academic and personal competences a) Who are we? - We are Group 7; Hanna, Heidi, Gabriela, Marija and Szilvia b) What are we? - Branding and marketing students - A pattern designer - A fashion designer - A retail design student c) What is our academic approach? - Research and Analysis - Constant strive for better concept development - We use our individual skills to develop a certain product s or services d) Who is our network? - Students from our classes - Personal network ( Social, professional, academic) - Contacts in creative industry, IT and development specialists e) What is our passion? - Fashion & lifestyle - Gaming & new technologies - Graphic design - Cooking, food trends and healthy food 2. Values - What does the group want to stand for? And what are the values? A good way to develop a group identity is to state common values and values the group want in the group. Previously thegroup had talked about their strength and weakness to see if some of these were overlapping each other, this talk also gave a good idea of what kind of common values would fit the group identity. The group want to be open for new ideas. No one should be scared to express his or her views and opinions. The group wants to provide a high quality solution and even small details matters. The group does not deliver things half done – everything will be thought through. It is very important for the group that people keep times and group agreements. If the group agree on posting something in the Facebook group, it’s done. The group will try to experiment with different things, and will push the boundaries and get out of their comfort zones to spot new opportunities for innovativation. Another important thing for the group was to agree to remember to take off (breaks) and to eat when needed. It was clear from the beginning that the group had something in common and this was that when the members get into a project each of them tends to forget the basic needs.
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3. Motto / slogan In order to develop a slogan that fits the group best and together with the logo express the group’s values, a brainstorm was conducted, based on which the group has found a few words best desrcibing what the team stands for: a) Words that would fit the group: - Trustworthy - Innovative - Professional - Engaged - Helpful - Committed b) Slogan In the proses of finding word that fit the group,a sentence were created: We never do anything half-hearted. 4. Logo The group had different ideas for the team’s logo. A lot of different ideas and words was discussed. The outcome was two different versions, both having a lot in common. Both represent team of people standing together and a heart as center and the spot where the energy meets. This lead to a vote between the two and as the result version 2 in a grey scale was chosen.
OPEN UP DISHARMONIES Now that the group knew, how they are and what do they stand for, and what kind of network they have to back them up, the next stage was open up rooms for innovation and seeing disharmonies. The group sat down individually and thought of different disharmonies in their everyday life. After this was done, the group came together and shared their different disharmonies and a common overview of the different disharmonies was generated with some more ideas added in the discussion process. As one can see in the picture featured on the next page (p.5: STEP 1.) it is easy to observe that the group had thought in the same lines, witch focus on lifestyle and food. Those areas was also connected to the cooking passion/healthy lifestyle that the group had in common. Therefore, the headline for the disharmony was relatively easy to pick. From this category, a more specialized brainstorming with new disharmonies in this category was created (see page 5).
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STEP 1. Idea Generation
STEP 2. The choice of the field of interest
From these 2 steps of brainstorm the three disharmonies was picked, that the group would commit to working with. Since all the disharmonies are observed in an everyday TEKO student’s life, students were chosen as the target group. Justification of the 3 selected disharmonies: Disharmony 1 - There is no place at school to work out, a lack of sport activities at TEKO. Justify choice of disharmony/gap?
- No physical activities - Spend all day at school - No time to work out - No place at school to work out
How does the disharmony/gap correspond with the We like healthy living group identity? We never do anything half-hearted, this means you have to take care of yourself. How will you approach and analyse the disharmo- - Apply surveys both online and offline ny/gap in order to gain more knowledge? - Observe students
Disharmony 2 - The lack of a healthy eating community. Justify choice of disharmony/gap?
- Everyone prepare food for themselves - No real time to eat together when staying late after school - Easier to get bad food, cheap and easy - Time consuming to cook healthy food - Expensive to cook healthy food yourself
How does the disharmony/gap correspond with the The group likes healthy living and it is important for group identity? the group that you take care of yourself even when time is fully consumed by a project. How will you approach and analyse the disharmo- - Apply surveys both online and offline ny/gap in order to gain more knowledge? - Observe students - Do research to make sure that the groups assumptions fits with other students lifestyle - Look for the analogue concepts
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Disharmony 3 - Inconvenient to eat at the canteen. (LunchBox) Justify choice of disharmony/gap?
- Not enough choices - The same food every day - Too expensive
How does the disharmony/gap correspond with the group identity?
- We care about healthy living - We never do anything half-hearted - We strive for improving insufficient solutions
How will you approach and analyse the disharmony/gap in order to gain more knowledge?
- Apply surveys both online and offline - Observe students - Interview collegues
From those three disharmonies, the group picked “ The lack of a healthy eating community.” This was a disharmony the group could all spot in their everyday life. The disharmony also fitted very well with the group identity, as staying healthy and being able to eat healthy is very important for all members.
IN A PERFECT WORLD... The world today
In a perfect world
Where does this disharmony/gap occur? The gap occur every day in a student’s life. Describe the behaviour of people interacting in this Describe the behaviour of people interacting in this practice? practice? - Very involved in a project, so sometimes one “forgetts” even about the basic needs. - Stay at school all day - No time for socialising except for Uni. collegues - Flexible planning – are not able to plan long-term
- Socialising with people from outside school - Having a good balance work/school and your private life - Being able to plan your time - Having better financial resources
Describe the routine that takes place?
Describe the routine that takes place
- Classes start at 9 - Eating all meals every day, not skipping meals - Not all students have had breakfast, because they - Eating healthy, so you as a student can stay fodo not have the time in the morning. cused all day Which practices are connected to the disharmony/ Which practices are connected to the disharmony/ gap? gap? - Preparing lunch at home. - Eating from the cantina every day - Bringing one´s own food to school. - Community groups, focusing on healthy eating - Consumer compromises between product and - Sharing products, knowledge price. - Making healthy, mindful choices - Planning time for cooking. - Access to alternative ways of shopping (online, local farmers, small suppliers)
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RESEARCH DESIGN - HOW & WHY? Research design includes, purpose, strategy, theory and choice of methods. 1. Purpose The overall purpose of the research that is needed, is to back up the disharmony and when the idea generation is made research is needed to get an understanding of the need for this solution and if students of TEKO is interested in the solution. Furthermore, research will be done of the effect healthy and unhealthy food have on the brain. The purpose of the research is to find out if students have time for healthy habits. If they have the lifestyle, they wish to have with their busy lives. If students at TEKO is interest in the chosen solution. How is the brain effected by unhealthy vs healthy food. 2. Strategy A plan have been made of the different kind of surveys that needed to be made and when, so it could be ready for the dateline, furthermore research will be done, so the group can prove that healthy food is good for a student’s concentration and will help them achieve more when they are working. To show that there is a disharmony and it is not only in the group this disharmony was felt, a survey was created to see the result of other TEKO student’s relations to this disharmony. Another survey have later been given out to students to see if the target group is interested in the solution. Research on the effect of the brain and different kind of food. 3. Theory To research the different aspects that are needed to find the answers, there will both be used qualitative and quantitative research. a) Qualitative research is chosen because this data gives a better understanding of reasons and motivations from consumers. b) Quantitative research is chosen to help generalize different results from samples to the populations of interest. The two different research approaches support each other and provide a better overlook on the collected data. 4. Choice of methods For qualitative research, the group have decided to ask students about their relations to the disharmony that was found earlier in the process. This way it is easier to understand and talk to the target group, you get a better understanding of the disharmony and if it really is a problem and if people are interested in the solution that have been chosen. Another way the qualitative data was used was when the group tested the For the quantitative research the group have decided to conduct surveys online. Please see the Appendix for the surveys’ details. In the prototyping phase the group decided to test the idea putting a focus on: a) Functionality of the service ( different options that the tool - App - is intended to contain) b) Social aspect - the “human” factor -> the potential user were looked at from a consumer behavior-related standpoint. The “event-test” was followed by the interviews. c) Kitchen facilities - to see what could possibly be done in order to enable students at TEKO to engage in the cooking community, to spot where are the problems when it comes to the physical space and see what is missing and what could possibly be improved.
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CLOSING THE GAP The group was now using the technique based on developing sentences that begin with the HMW (how might we?) prefix. The group have found many interesting, positive solutions, everything was possible, no boundaries. The process was to write every idea down and afterwards each group member should choose two of the best “HMW’s”, visualised by a sticker and justify their choices later on with arguments on why an idea was good wwand what make it possible. From the number of innovative and creative ideas developed the group saw new standpoints for addressing the disharmony with the perfect solution.
QUALIFYING OPPORTUNITIES IDEA GENERATION Through idea generation, the group came up with three different ideas that would possibly solve the problem for TEKO students. Idea 1 - An app First idea was to create an App that would increase awareness regarding healthy eating habits. It would contain such features as “week or budget planer” as well as shopping/discount lists that are available in the shops at the moment. Therefore, it could help students to manage their expenses more wisely. Recipes and advices regarding healthy food choices would provide with information on how to balance their menu. It could also have label scanning option, to instantly alert if product contains any dangerous chemicals in it. Idea 2 - Service Then, the group was considering what actual service could contribute to the problem solving. It could possibly be presentations held by professionals, “healthy food counselors” or students cooking communities. The emphasis was put on a social and educational aspect of this idea. Idea 3 - The canteen The third idea was to work with the canteen and overall make the food healthier and cheaper. The different foods would have signs in them saying what it is, so students that are allergic to different foods could avoid it. The canteen would have longer open hours and maybe even employ students for the late hours. Finally, it has been assumed that the best solution would be to create a cooking community and put all the focus on how could we organize and develop it, with people being at the very core of our concept, and providing an app only as an additional, helpful tool.
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RESEARCH OUTCOMES There was 3 kind of researches made, one about students and their relationship to healthy food at TEKO, another about TEKO students and if they want to use the solution that was chosen. The last research was about the brain and the effect healthy food have on the brain. Surveys online The group decided to test their theory by making a survey to see if the students from TEKO had the need for improvement regarding food and eating healthy. The first survey the group tested was about grocery shopping, eating habits, the canteen at TEKO and fast food. From the responses the group got there was a pattern that showed that some of the students are trying to live healthy, but need more time and money to shop, plan and prepare the good and healthy food. They want to live a healthier life, but can’t find the time to plan and carry it out. Most of the students think the canteen’s prices are too high, and if they had more money they would buy food from the canteen more often. The group could also conclude that many of the students are prioritizing school and healthy food high. ( Please see the Appendix for Surveys’ results in charts) From the second-phase surveys the group can conclute that there is a demand fore this cooking concept. Most of the students think the concept is a good idea. From the surveys the group have spotted that many of the students go without food, if they are staying late or have forgotten to prepare a meal in advance . Interviews In order to acquire an in- depth understanding of the situation and human behavior the group also conducted a qualitative research and interviewed 7 students. As a part of their university life, they are constantly exposed to stress and lack of time. 5 students admitted that these factors strongly contribute to adoption of unhealthy eating habits such as meal skipping, snacking and fast food consumption. What is more, the answers revealed that university students tend to make their own food choices based on cost of food. Therefore, most of them cannot afford to buy eco products or have lunches in the canteen on a daily basis. Also, it depends on availability of products. As a result, 3 students confessed making orders in fast food restaurants as it is quick and cheap service or using vending machines. However, the fact is that all the interviewees realize the importance of healthy food choices. Some of them already do their best to plan and prepare balanced meals and others are strongly willing to improve their current eating habits , though find it challenging to implement it in real life due to lack of time or knowledge. Finally, all of them supported the idea of healthy eating community that would save time, educate and encourage to practice healthy eating habits on a daily basis. It is important to realize that although poor eating habits of students are considered temporary, and only as a part of university life, unhealthy habits picked up at this age generally persist in older adult life or may cause serious health problems. The brain Studies have shown that good nutrition in childhood promotes growth, heath, and learning and reduces risk of chronic diseases. A well-balanced diet is necessary for children to do well in school and lead healthy and productive lives. This does not only go for children but also students. If you as a students do not get a well-balanced diet your performance and focus will go down, and you will not learn as much and remember as much as you would otherwise1. If there is only bad food choices on campuses, students do not have a choice to eat healthy. The environment they are in tells them to eat something bad and fast instead of something healthy and good for their bodies and brains. What other people do in the social environment affects students even though they do not know it. Therefore, it is harder to change bad habits and change them into something healthy2. PROTOTYPING The idea of the joint cooking community had been tested through organizing a protytype event. The func-
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tions that will later on be solved by the Mobile App were tested in other ways (ex. via FB, people were invited by talking to them etc.). The service designed by the group proved to work in a real life conditions. The assumptions of the time and money needed in order to organize a joint cooking/dining proved to be right. This test was followed by interviews with participants who were, inter alia, “very excited”, amused to see “how much healthy food can I get for just 15Dkk”, and “willing to participate again, if there was a possibility”. The group was happy to observe how many people who were not originaly asked to participate, but who were representatives to our desired audience (staying late at school, working on the Menswear project) in this test were showing a big interest in the concept tested, therefore they were also asked to join the event in the end. For the documentation and the groups proposition of how to improve the kitchen facilities so that it is sufficient to fit the community please see Appendix. INVESTIGATION & WONDERING Perspectives - What are the future prospects? Where are the chances for growth? In this phase the group decided to assess the opportunities that the concept triggers. The business model canvas were applied (Please see the Appendix) and the outcomes fall into the 3 following fields: 1. COMPETITORS ANALYSIS : The analysis were conducted in order to see where the concepts strongest differenciation points lie. As derived from the research there are many food-related App providers, however none of those known to the group does not focus on the cooking community management. 2. STRATEGIC PARTNERSHIP : There are a few possibilities when it comes to financing and supporting the concept. IKEA has been considered as being the right partner to set up and equip the kitchen facilities, with their METOD modular furniture system being a subject to a experience-based marketing campaign targeted directly to the desired audience among students. It is assumed that the brand could engage in such cooperation based on the unique brand culture it stands for and the ways IKEA advertises by engaging into similar (ex.public space) projects.1 When it comes to products used the service could at first be based on collaboration with big commercial supermarkets (such as Bilka, Fakta, Netto) and with time move on to set collaborations with local food producers who could supply the community with the best ingredients and possibly deliver those to campus. Online retailers of an organic food has also been considered as a way to get the shopping delivered “to the door.” 3. ANALOGUE IMPLEMENTATION POSSIBILITIES : In the first row the concept proved to be a solution to the particularly studied disharmony, but as it finally occurred, it is believed to work well in other types of communities universally, not necessarily connected with food/cooking. One of, perhaps the most important, features of the concept is the way it serves as a decision-making tool for bigger groups of people, where the traditional “democratic process” is very time consuming, therefore being a part of a certain social community is perceived as being “not for everyone” or for a “specific kind of people” (activists) etc. The solution (thanks to the tool - mobile App) puts in a whole new perspective the basic concept of being an active member a community - now it is no longer time-consuming, and you are the one who decides whether you want to be “off or on”, because you only engage actively when it fits you, otherwise you might as well take a break from participating in the events and it does not bring any negative consequences to the other members. The integrated platform (the logical pattern: Mobile-Social-Physical) may be working equally well in a sports club, for parent boards in primary schools, or even in church-related communities, just to name a few.
REALIZING VALUE THE FINAL CONCEPT The final concept that has been developed can be characterized in the following brief summary that forms a basis for a brand communication (marketing and sales) strategy development :
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1. SERVICE DESCRIPTION (What is the solution ?) TEKO FOODIES club is an integrated platform connecting the following 3 facets: a) Social community - The people b) Physical space - the community kitchen c) Mobile App - managing tool The TEKO FOODIES name stands for a student-driven social community for joint healthy cooking. It is managed with a help of a useful tool - a mobile App that makes the complicated process of running a community easy and approachable. Moreover the cooking and dining takes place in a common space - a kitchen located in the Campus, tailored to fit the specific needs of the joint cooking students’ community. 2. DISHARMONY (What problems does it solve?) The concept is aimed to address the following issue: Students are indeed willing to practice healthy eating habits, but don’t have sufficient resources to cook healthy on the daily basis. This is caused by the following main factors: a) Lack of time (They spend even over 20h in a row at campus when working on busy projects, majority of the students have part-time jobs besides the university etc.) b) Tight budget - not enough money (Majority of the surveyed students stated that buying healthy or organic products is too expensive, and the canteen (Lunch Box) prices are too high. International students do not receive the SU fund, so that their budget tends to be even more restrictive). c) Lack of knowledge (They don’t know how to cook so that it saves time and money. They lack knowledge of how to store the products and plan long-term ex.weekly menus. Buying big amounts of ingredients leads to the food waste.) 3. PRIMARY TARGET AUDIENCE (For Whom?) The primary target audience taken into consideration upon developing this concept consists of TEKO students (20-30 years old, majority are females), with a strong focus on the ones that are spending the whole evenings at the University in order to work on the projects (especially the design department). The students are both Danes and from the international division. Despite the slight differences between them several specific behavioral (consumer behavior) patterns have been spotted: Most of them perceive healthy and organic products as being too expensive for them to afford, most of them are very busy and “living on budget”, caused by which they tend not to prepare and eat the minimum of 3 meals a day. They deal with the lack of time for cooking by choosing different strategies (ordering food, eating at Fast Food-type of restaurants, using vending machines at campus), most of those are not necessarily the healthiest and most efficient ways of addressing the problem. Most of the students interviewed own smartphones and use mobile applications intuitively. In the second phase of research all of the students that participated in the survey claimed they would be willing to join the healthy cooking community located within the area of campus if there was one existing. 4. CUSTOMER BENEFITS (How does it change life of our users?) Some of the most important benefits that the user of the service gains are: - Time saved (chores shared between different participants) - Money saved (joint cooking saves money spent on ingredients) - Knowledge sharing (opportunity to learn how to cook via recipes and observing others) - Relax (opportunity to take a break from work and “charge the batteries”) - Social life (opportunity to meet and engage with people) - Active engagement (customer feeling a part of the bigger community)
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- Self-esteem boost (doing the right thing let you feel good and confident) - Foodie attitude (becoming actively involved into the trend, the new wave of Food Culture) BRAND DEVELOPMENT The community platform has been given a name of the TEKO FOODIES club. FOODIE is: - Slang: A person who has an ardent or refined interest in food; a gourmet: “in the culinary fast lane, where surprises are expected and foodies beg to be thrilled” (Boston Globe).1 - A person devoted to refined sensuous enjoyment (especially good food and drink).2 The “new epicurean” term for the good food lover is inseparably connected to the new wave of the Food Culture, driven by such concepts as healthy, fresh and local ingredients, social and cultural aspects of cuisine, semi professionalism, food co-operatives and community cooking. In slang the term is often used as an analogue of a food- “geek”. This is yet another reason why it goes well in the university environment. TEKO FOODIES brings to mind popular names of sport clubs (LA Lakers, Chicago Bulls, Dallas Cowboys, NY Giants etc.). With this name the brand intends to convey the message of that the community does not necessarily have to be associated with the slightly “hippy activist” style of the people who enjoy spending hours discoursing about the social consequences of their actions, but can as well be approached in a very functional and commercial way instead. Being a member of a community can be compared to being a team member where each and everyone plays together, arm in arm for the common goals. Team sports are very popular in prestigious colleges and universities around the world, with the teams having their own unique identities, often being the “coolest kids on the block”. The metaphor is aimed at boosting the confidence of the food community participants as they will likely feel as being a part of a cool movement. The joint cooking community at TEKO will be build based on those substantial values: Playing together for a common goal (benefit of winning an alternative way of how to eat cheaply, quickly and healthy in a social, laid back and fun atmosphere), Engaging proactively, Creative/ design thinking in order to keep improving the solution. SUMMARY - From new opportunities to value The concept that was primarily meant to solve an issue directly related to the local problem seems to be extremely expandable and broad in a way of how it corresponds with todays lifestyle in a global perspective. The major trend forecasting institutions claim that the “community”, “sharing” and “local activism” have all been becoming the keywords standing for the very important tendencies triggered by the rapidly changing world. This can perhaps be compared to the way how the idea of using bikes as a main mean of transportation has seemed quite edgy, has within the last few years been becoming a very realistic forecast for the relatively close future, especially in the European perspective. In the light of those trends there is a need for reinventing the common lifestyle habits, routines and customs, which is one of the most important responsibilities of product and service designers and concept developers nowadays.
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APPENDIX BUSINESS MODEL CANVAS Consumer segments:
Students at TEKO People who want healthy food and meet new people
Value proposition
You get to know different students you didn’t knew before You learn to cook You save money and time You get a healthy meal
Channels
App on all platforms, windows phones, android, iPhone Physical space Social aspect and “word of mouth”
Consumer relationship
Establishing a community Everyone helps each other Boosts users self-esteem by engaging them actively Solves everyday substantial problems
Revenue streams
A free app Strategic collaboration with furniture producer (IKEA) Get money from the ads on the app Sponsorship (Bilka, føtex, Ikea)
Key resources
Technology infrastructure Physical facilities
Key activities
App development App management Consumer management
Key partnerships
Programmers Sponsors, Ikea and supermarkets Institution’s administration (TEKO) Users - Community members
Cost structure
It support Upgrades Update
1. PHASE SURVEY THE CHOSEN OUTCOMES VISUALIZED WITH CHARTS
2. PHASE SURVEY THE CHOSEN OUTCOMES VISUALIZED WITH CHARTS
FOOD PRICES JUXTAPOSITION OF FOOD PRICES
Shopping as a single person one has to buy big amounts of ingredients, ex. 1kg of carrots, at the time one only needs 1 vegetable to prepare a certain meal. We assume that not many unprofessional cooks hold the sufficient knowledge in regards to how to handle and manage the economic use of ingredients. In other words, our solution solves the problem of that buying too many products leads to waste. Another facet of this issue is that, assuming that all the ingredients are meant to be used by the cooking community within max.1-2 days, the products are always of the first freshness. It happens very often that the prices tend to decrease when particular recipe is being cooked by more people. Below one can find a juxtaposition of the shopping prices per person, where shopping as a single has been compared to situation where more people share the price of ingredients. The “shopping list” featured below was made for the “Pesto Pasta Menu”, including: Fresh hand-made parsley pesto mixed with a whole grain organic spaghetti pasta Fresh salad made from rocket, tomatoes, cucumber and fennel, with a fresh vinaigrette, topped with roasted organic sunflower seeds Dessert: 1 piece of fruit for each participant (Apple/Banana/Pear) This menu had been tested in the “prototyping” phase of the Concept Design Project, where the team had prepared the afternoon cooking & eating get-together event at the TEKO’s sewing labs. The sample prices are certainly very representative as all the ingredients had been purchased at the major commercial supermarkets (retailers such as Bilka, Fakta, Lidl, that has their stores located across Denmark).
Ingredients
Shopping alone
Group of 10
Whole Grain Organic Pasta
6 Dkk (1 package)
18 Dkk (3 packages)
Grana Padano Cheese
25 Dkk
25 Dkk
Fresh Fruit (ex.Apple, Pear, Banana,)
2,50 Dkk
15 Dkk (“Buy 10”)
Parsley
10 Dkk (Small pot)
18 Dkk (Big tray)
Rucola (rocket)
12 Dkk (one package)
12 Dkk (one package)
Cucumber
3 Dkk
6 Dkk (2pcs.)
Romaine Salad
12 Dkk
12 Dkk
Fennel
6 Dkk
6 Dkk
Organic Sunflower Seeds
15 Dkk
15 Dkk
Organic Cherry Tomatoes
10 Dkk (1 tray)
20 Dkk (2 trays)
Lemon
3 Dkk
3 Dkk
SUMMARY :
Total money spend:
Community Price per person:
“Pesto Pasta Menu”
104,50 Dkk
15 Dkk
PROTOTYPING JOINT COOKING EVENT ORGANIZED AT TEKO’S E-BUILDING SEWING LAB
COMMUNITY KITCHEN SPACIAL PLANNING / REDESIGN OF THE EXISTING SPACE
REDESIGN BASED ON TESTING In our test-cooking event, we explored the shortcomings of existing kitchen and keeping this in mind, we created the new concept. Finally the renewed kitchen become larger, lighter and more comfortable, where more people can work simultaneously without interfering each other. The kitchen gets a new oven with cooking hood, bigger sink for preparation and cleaning works and more storage for kitchen tools. We keep the two big fridges and the dishwasher, which had already been previously in the kitchen. Basic idea: Our basic idea was that we create a renewed kitchen for Teko students, where Foodies Community can organize the cooking events. For this, we want to convert and renovate the kitchen in E building. E building’s kitchen is not really big, a little outdated and poorly equipped, so currently it is not suitable for to accommodate similar events. Concept: How one can see in the picture above, in the floor maps, right now this part of the building has this little kitchen, a corridor, from where the toilets open; two little, separated rooms with sinks only and two toilet rooms. Toilet rooms also have own sinks beside the toilet, so the extra rooms with just sink is not necessary. We want to degrade the separation wall between the kitchen and the corridor, so we get more space for the new kitchen design. In the next step, we want to open the two little extra rooms before the toilet rooms and use as a corridor. With these transformations we get a bigger kitchen, a smaller corridor and keep the toilets. Furniture: In this project one of the possible cooperating partner is the IKEA, so for the new kitchen design we use elements from their modular METOD kitchen system.
HOW IT WORKS? VISUAL GUIDE ON THE APP FEATURES
USER ACTION STEPS: 1. LOG-IN - User logs in to the system with his real identity (ex. a name/student no. which allows the other team members to find and contact him/her when necessary) 2. BOOKING SYSTEM - User decides in advance (ex. a day before the planned event) which time fit him/her to join the cooking community activities the following day/s. The spot in a particular team is then being booked. As a minimum two people must be willing to book the time in the common kitchen so they can use it, but it is strongly advised to form bigger teams where the chores and costs can be split. Usually the more people join, the cheaper the meal and the easier the preparation (as the chores are being split randomly there is no problem with voting of What to eat?, Who does what? etc., or taking democratic decisions otherwise.) 3. MENU GENERATION - When the deadline for subscribing for the following day is closed (ex. at the 16:00 on Monday when the community is supposed to meet Tuesday evening) users will see the Menu that the App generates for them based on for instance the number of participants, their food preferences (ex.vegetarian diet) or the time of the event (different menu for the teams cooking at 16:00 and at 20:00 later that evening). 4. CHORES DIVIDED - Each user will be automatically subscribed to different chores. There will be teams of people shopping, cooking and cleaning. Depending on the number of participants, each of them will get a message saying how he/she should be contributing to the team work in more details. For example one of the 3 “cleaning team” members will be staying in the kitchen giving a hand to the “cooking department” by doing the heavy dishes, the other one operates the dishwasher after the meal had been eaten and another person wipes the tables and floors. 5. TRANSPARENT COST CALCULATION - Each users get insight into the precise price for the products divided by the number of people, based on which he/she will be displayed a price calculated for each participant. 6. MOBILE PAY - In order to avoid the inconvenience connected to owing money to unknown people, the payment is being made with the means of MobilePay of similar mobile payment system. The money collected will then be transferred to the private account of the person that is “chosen” to do the shopping. 7. THE COMMUNITY MEETING - Each of participants knows exactly what he or she is assigned to do in order for the dinner to be served at the right time. The roles are being assigned randomly, so the ones responsible for the shopping part will later on turn to take the cooking or cleaning roles when participating in the next team event. Similarly to any other community different situations may occur, such as somebody being unable to participate due to illness etc. Thanks to the transparent chores list the remaining team members will be notified about what activities was this particular person assigned to take care of. This is where the “human factor” plays a significant role - In case of such events the groups are able to either find a replacement for the missing team member or divide the chores between each other. 8. OCCASIONAL BIGGER EVENTS - From time to time there might be a bigger event organized for more people in order to build a feeling of unity between all the regular service users. This may include cooking workshops with professional chefs, guest lecturers talking about the healthy and social lifestyle, but also themed parties, concerts or other activities serving as a “Thank You!” from the service providers that will reinforce the community spirit between the different users (participants).
TEKO DESIGN+BUSINESS 3. APRIL 2014