The Nutrifitment nutritional drink vending machine is positioned in the premium market. Customers can simply customize a personalized healthy drink according to their health goals, preferences and requirements. The UX/UI from the machine and app has been designed to simplify the customization process to support users’ decision-making during the ordering process.
Student number: 1418631 Student name: Chang-Hsing Lin Supervisor: Mr. Stephen Green Second supervisor: Dr. Fabrizio Ceschin Brunel University School of Engineering & Design MSc Integrated Product Design Dissertation
Acknowledgements I would love to express the deepest appreciation to my principal supervisor Mr. Stephen Green who offered an opportunity and constantly supported me to further develop the concept of customizable nutritional beverages. With his encouragement and inspiration, the concept has been well explored and further developed using a professional design approach. Also the insightful suggestions guided me to ensure the right direction for this dissertation and the quality of the design outcomes. I would also like to express my appreciation to my second supervisor Dr. Fabrizio Ceschin who provided a professional recommendation on the concept development stage. Moreover, I would like to thank my colleague Yiannis Hadjipapas who cooperated and was responsible for the nutrition recipes and hardware part of the vending machine. Finally, I would like gratefully to acknowledge the experts who gave their professional advice and all the participants involved in the dissertation. Thank you for taking time to read this dissertation, hopefully it will inspire you to discover the trends of personalized healthy beverages and the approach to simplify the customized ordering process for better user experience.
Abstract Title: Nutrifitment project; Explored and developed the UX/UI of a customized nutritional beverages vending machine Course: MSc Integrated Product Design Supervisor: Mr. Stephen Green Keywords: Nutritional drinks, Personalized, Customized, Decision making of healthy diet, ordering process, Simplify the UX/UI Context: Nutrifitment is a brand that delivers personalized and customized nutritional drinks that support people who are looking for a healthy lifestyle. The overall concept is to develop an innovative vending machine that enables customers to customize a personalized healthy drink simply according to their preferences and different health requirements. The purpose of this dissertation is to further explore the concept and link with the Open Food Project and universal formulator. Key Research question: How to simplify the customization process during the ordering of drinks from the vending machine? Aim & Objectives: To discover, design and develop the brand and UX/UI elements in order to deliver a working prototype of the concept. OB1- To discover the healthy drink market and potential customer needs and wants. OB2- To define a creative brief and design requirements for the UX/UI. OB3- To develop and simplify the customization process of the UX/UI. OB4- To deliver and implement a final version of the brand and the UX/UI into a working prototype scenario. Deliverables: 1. Customized nutritional beverage UX/UI on the vending machine and app. 2. Brand experience and marketing strategies of Nutrifitment.
Table of contents Introduction
6
Overview Aim & Objectives Research Question Outline
Methodologies
10
Overall Project Plan Discover Define Develop Deliver
Methodology Analysis
12
Discover
14
Literature review Secondary Research Primary Research
Define
83
Creative Brief Value Proposition Canvas
4
Develop
91
Design Requirements Benchmark Differentiation Case Study Idea Generation Brand Exercise Task Flow - Vending Machine Wireframe - Vending Machine Digital prototype - Vending Machine Digital prototype - Mobile App Usability Testing
Deliver
123
Marketing Stragegies Brand Concept Scenario
Conclusion References
130 132
5
Introduction Overview The concept of a customized nutritional beverage vending machine was originally developed and proposed in the strategic design management and research module. The project offers various opportunities and is potentially valuable for further exploration and as a design challenge. Nutrifitment is a brand that delivers personalized and customized healthy drinks for supporting people who are looking closely at improving their diet to achieve a healthy lifestyle. Nowadays, people take the view that it is important to stay healthy and the quality of nutrition in their diet plays an important positive role in influencing their health. People understand the importance of their diet and the diet knowledge has been provided from different resources. However, the obesity rate is increasing every year, not only in the UK, but in many countries where it is causing difficulties for governments seeking to deal with national health and financial issues. A generally nutritious meal can be found easily in restaurants, retailers and online shops. Also the health-related knowledge sources are supplied by governments, companies, retailers, the media and ‘apps’ for people to look closely to their health. Moreover, there is an increasing trend towards personalized meal companies delivering a food package service for their customers according their health requirements. The personalized healthy diets have obvious heath advantages since the health conditions, goals and preferences are different for each individual. On the other hand, nutritional drinks are also available in the market and also some fitness clubs provide a fresh nutritional drink as an extra service. Nevertheless, the personalized healthy beverage products and services have not been completely developed compared with nutritional food. The overall concept is to develop an innovative nutritional drink vending machine that enables customers to customize a personalized healthy drink simply according to their individual preferences, health requirements and dietary goals. The purpose of
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this dissertation is to further explore and develop the concept and link with the Open Food Project and universal formulator. The open food project is about enhancing the existing food and package manufacturing process through an innovative crowdsourcing platform that allows consumers to design the products according to their demands (EPSRC, 2013). The customized healthy drinks concept has the relationship with the topic of identifying consumer behaviour, preferences and requirements concerning personalized health-related products and services and the approach of integrating the customer insights into their production. The universal formulator is a project from Dr. Harris (Charalampos) Makatsoris, this technology enables manufactures to produce various ingredient proportions for the drinks, so the same technology could be adopted and designed for use in a customized beverage vending machine.
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Introduction Aim & Objectives To discover, design and develop the brand and UX/UI elements in order to produce a working prototype of the customized nutritional drinks concept with a colleague, Yiannis Hadjipapas, who is working on the hardware and nutritional ingredients. OB1- To discover the trends and opportunities within the healthy drink market and potential customer behaviour and preferences towards the nutritional products. OB2- To define a creative brief and the design requirements for the UX/UI and the Nutrifitment brand. OB3- To develop and simplify the customization process of the UX/UI according to the design requirements and test the usability of the UX/UI with target users. OB4- To deliver and implement a final version of the UX/UI into a working prototype scenario and the strategies of branding and marketing.
Research Question How to simplify the customization process during the ordering of drinks from the vending machine? There have been some solutions supplying the market that claim that nutritional drink products are “only for you”. Also there are a few existing vending machine brands that provide customized beverages according to users’ preferences. The general beverages such as soft drinks or coffee can be customized in a simple process based on customers’ flavour preferences. However, this becomes difficult when it comes to the customization of healthy drinks since the process requires more consideration and options based on users’ goals and health requirements. Therefore, the approach to simplify the customization and ordering process to help users easily make a decision about the healthy drinks that fit their demands has become a key challenge in this project.
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Outline This dissertation proposed the concept development of a customizable healthy drink vending machine UX/UI and branding. This included four design stages taking from May to September in 2015. Firstly, the trends in the nutrition market, the existing related solutions and consumer attitudes on health and fitness-related issues were discovered from a literature review. After secondary research, the primary research was conducted and the data collected in order to specifically understand the consumer behaviour, preferences, demands and decision making when ordering a personalized nutritional drink. Secondly, a brief for the UX/UI and brand was created and defined according to the insights from the discovery stage. Next, the development stage involved the branding exercise and the UX/UI elements design followed by the methods used to simplify the customized ordering process. Finally, the final version of the UX/UI prototype was presented along with the branding and marketing strategies suggested for positioning the whole concept.
Nutrifitment Chang-Hsing Lin Brnad Experience
Yiannis Hadjipapas Nutritional Ingredients
UX / UI
9
Hardware
Methodologies Overall Project Plan In order to further develop and deliver the original customized healthy drinks concept from the strategic design management methodology module, this project has followed the double diamond design process as learned and practised in the professional design studio module. This structure has been organized to allow the designer to identify the insights for the design requirements and achieve the final design by adopting the appropriate flexible design tools.
Discover The primary and secondary research has been conducted to explore and understand the possibilities and requirements of the concept. For the secondary research, the literature review has researched the existing nutrition markets, trends, products and services. The challenge of simplifying the customization of the nutritional drink ordering process has been identified from the soft and hard data. Therefore, another part of the research focuses on understanding the human decision-making and the suggestions for user experiences design. In addition, four main activities have been implemented in the primary research. For the purpose of gathering the proper data and results in the primary research, firstly, the expert interview has been executed to provide directions for the survey and workshop. The online survey has been carried out to discover customers’ attitudes, behaviours and preferences toward the health and nutrition issues. In order to understand how the brand can support the user experience and the customers’ considerations when making a decision, Taiwanese Bubble Tea brands have been selected as a case study since a similar process of ordering a customized beverage is used there. Finally, two workshops have been held to identify the possibilities particular to the concept.
Define The main creative brief has been made according to the insights from the discovery stage. Before creating the brief, a customer value proposition canvas was defined
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firstly to understand the users’ requirements. Also the design requirements have been considered and brought into the development stage.
Develop The development stage has followed the creative brief and design requirements and evaluated the design by user usability testing. So a brand exercise was designed firstly to decide the ideal elements of the brand logo and style and bring them into the user interface. The user interface of the vending machine and app has been developed from the task flow, and then a wireframe prototype was built to discover the possibilities and to create a digital prototype for usability testing.
Deliver The final version of the brand and UX/UI has been presented in the delivery stage with a scenario. Also, the final version of the design has been evaluated and suggestions made for possible future developments. Finally, the branding and marketing strategies for the overall concept have been suggested.
Define
Deliver
Literature Review
Desgin Requirements
Secondary Research
Digital Prototype
Primary Research
Marketing Strategies
Creative Brief
Brand Concept
Value Proposition
Discover
Scenario
Develop
11
Methodology Analysis Discovery The secondary research has involved the study of reliable sources such as published books, academic articles and corporate data provided by companies to Brunel University to ensure the quality of the soft and hard data. Also, the recent trends in nutrition, diet and information have been researched from retailers and media websites. On the other hand, the primary research has gained from the suggestions from experts with professional experience of discovering customer insights, especially in the food and drink industry. The main hard data from the online survey has been considered and carefully organized to show the results of the survey. The online survey questionnaire was designed based firstly on the principle of decision-making and the questions covered a wide range from the general health and exercise topics to specific questions about the nutritional drinks and customization approaches. Then the case study of Taiwanese Bubble Tea brands has been visited from two differently positioned brands in London. Therefore, the differences in strategies of branding and user experiences can be compared and the companies’ efforts to establish their concept in the UK established. The last activity in the primary research was the workshops. The opportunities of the concept have been identified. The decision was to position the product in the premium market, so different types of persona have been built according to the data from the survey for the role play. Two workshops were held with participants who are currently going to a gym or taking regular exercise. As a result, the overall discovery stage has aimed to link stepby-step in order to discover deep insights into the concept.
Definition The structure of the creative brief has been organized based on the suggestions from the book ‘A Project Guide to UX Design’ (Unger and Chandler, 2012) and the insights from the discovery stage. The customer value proposition canvas that has been practised in the previous module is a suitable tool in this project. So by identifying the key points in
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the canvas and bringing them into the design requirements allows designers to focus on what should be achieved in the next development process.
Development The key challenge of development is to design an environment that can support users to customize their health drinks easily. So the development stage has been focused on the issue and followed the design requirements in order to achieve the goals. The task flow mapping and wireframe prototype are important to ensure that the ordering process can be as easy as possible. Finally, the visualisation process of the digital prototype can allow people to understand how the concept can be worked.
Delivery The final version of the prototype has been evaluated by comparing with different benchmarks to understand the differentiation between the concepts. Also, a scenario has been provided that could help to predict how the brand and the UX/UI can be fitted into the situation. Lastly, the branding and marketing strategies have been redefined from the previous concept based on the strategies and design management modules to facilitate further exploration of the opportunities in this dissertation.
Summary The overall project planning of this dissertation has been guided by meetings with the supervisor and discussed with another colleague to ensure the directions of the brand and design are compatible. Moreover, the customers’ data from the primary and secondary research show similar results, which confirm the reliability of the customer insights. By following that, the proposal for the final version of the UX/UI design could include suggestions for approaches to simplify the customized beverages ordering process.
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14
Discover
Literature review
Secondary Research
15
Primary Research
Literature review Existing trends in nutrition and diet Nowadays, people look closely at their diet for staying healthy and there are market opportunities in the trend towards personalized nutrition products. The specialist nutritional food products have been provided in the market and the coming trends of the nutrition industry would be the combination of customizable food and drink products delivered through personalized technology. A wide range of specialist nutrition diet products can be found in retail stores such as for general ‘wellness’, weight management or functional purposes (Fellow, 2008). According to Abrahams (2014), consumers are highly interested in purchasing functional health-related products to enhance their healthy lifestyle.
Coming trends in personalized nutrition products and services A forecast of market trends in nutrition for 2015 has made several predictions. Inc (2015) suggests that healthy diets and ingredients will be customizable and more personalized according to individuals and that health-related vending machines will increase to support customers’ desire to remain/become healthy. Also the traditional ‘one recipe fits all’ dietary suggestions will be replaced by personalized dietary recommendations to improve individual diet habits. Moreover, the trend towards health-related products claiming ‘designed just for you’ is increasing in the market and the brands providing personalized nutrition products will increase to cash in on these opportunities (Abrahams, 2014). The technology of health-related applications and devices is gaining in popularity in order to meet individuals’ needs and wants. Scattergood (2013) describes how there are over 13,000 health applications in the health suggestions and innovative ‘wellness’ management topics. Previously, consumers had to visit a doctor for professional health advice. However, the technology has changed people’s behaviours and they now look for suggestions from specialists by using digital media. For instance, technology could provide personalized nutritional recommendations to help users to understand what they need to include in their diet based on their personal health and nutritional requirements in the next five years (Pendrous, 2015).
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After each of the topics discussed below a summary is provided in which the points have been highlighted ‘H’ and numbered (e.g. H1). H1. Increasing trends towards nutritional diets for staying healthy. H2. The demands for personalized health foods and services have increased according to individual ‘wellness’ requirements. H3. The expansion of innovative, health-related, technology is changing consumer behaviour when seeking a healthy lifestyle. The market trend shows an increasing demand for personalized nutrition products and services for meeting consumers’ dietary requirements. Fellow (2008) claims that the requirements for individuals’ health, ‘wellness’ and fitness have been continually growing due to the increase in health-awareness issues. Personalized nutrition has been defined as satisfying and balancing different individuals’ specific dietary requirements depending on their health situations. Furthermore, personalized nutrition can be considered as experience economy. Nowadays, the customers start judging the products not only by their quality, but also by their experience during purchasing. The wider range of healthy diet products have been provided in the market to meet the majority of people’s needs, so now consumers are starting to look for personalised nutrition to meet a higher level of heath needs (Fellow, 2008). The trends of consumer preferences for personalized nutrition, e.g. vegetables, fruit and proteins, are being accepted gradually for individual health benefits (Abrahams, 2014). Also, there are several channels now delivering personalized, specialist, nutritional advice to support the individuals’ dietary needs (Fellow, 2008). Therefore, the personalized solutions for a nutritious diet have been identified as a popular option and the products that meet an individual’s dietary requirements are expected for consumers in the near future (Arthur, 2014). H1. The increasing trends of personalized dietary nutrition can result from the growing awareness of health and fitness. H2. Consumers also consider personalized health products to help meet their expectations of a higher level of ‘wellness’ requirements.
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Literature review Customization in the food industry The customization of nutritional content involves customers and manufacturers working to meet individuals’ health requirements and their various preferences. The mass customization has been defined as a response to meet the requirements of an individual’s particular needs and wants (Pine II, 1993). So the mass customization process of nutrition offers the possibilities for people to decide on the nutritional substances that satisfy their specific needs (Fellow, 2008; Arthur, 2014). Fellow (2008) suggests that in order to meet consumers’ particular nutritional needs and wants on functional and sensory performance aspects, the customers should participate in the development of the final product via a well-designed customer interface. The mass customization process has already been widely adopted in the fast food industry depending on consumer taste preferences. However, the elements of involving the consumers in the pre-production design process only are not well developed. However, a wider range of preference options are available without having a customized personal nutritional content.
Interface Production
Customers
Customization
H1. The customization process should involve customers in the design stage of the final nutritional products. H2. A well-developed customer interface or platform can lead consumers to design their individual nutritional products and also satisfy their various requirements. As a result, the advantages of nutrition for health and ‘wellness’ have been widely acknowledged by consumers; also the demands for personal nutritional awareness have increased (Fellow, 2008). Moreover, the customization process involving customers
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at the pre-manufacture design stage would be able to satisfy demand for a wide range of personalized nutritional foods and drinks. So it is certain that the personalized health service and products would change consumer behaviours with regard to their diets and the new technology would support the individuals’ requirements for maintaining a healthy lifestyle.
Existing customer health support solutions The market share data from Statista (2015) shows that Tesco, Asda, and Sainsbury’s are the top three grocery stores in the UK by market share. From those company’s websites, we can find out the companies providing various approaches to support consumers’ healthy lifestyles such as health advice, healthy recipes and healthy diets which are becoming the mainstream of health advice services for all customers. Tesco Real Food (2015) describes that their healthy living service has covered a range of diet purposes and eating healthier with great taste thereby paying attention to the nutritional trends, customers’ healthy food preferences and creating over 230 new healthy products from expert nutritionists.
Customer service for customized healthy diets Moreover, there are a few grocery retailers like Tesco and Marks and Spencer that also provide an advanced online service to help customers create their personalized meal plans. Both of those provide an online tool for users to customize their own weekly healthy diet recipes according to customer health requirements and preferences; also the users can order the ingredients from the menu and the products would be delivered by the same platform. Marks and Spencer plc (2015) states that their online meal planner is sufficiently flexible to generate various healthy recipes for different genders, ages, weights, calorific values, lifestyles and preferences. There are other channels with different market positioning to deliver a ready-to-eat healthy diet to the customers. Fresh Fitness Food produces and delivers a nutritional food package in London for athletes and professionals according to their fitness goals,
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Literature review such as fat loss, muscle gain and performance. Fresh Fitness Food (2014) claims that their custom nutrition software is built by their nutritionist team to ensure that the meals are meeting customers’ nutritional requirement and goals. The users can simply order a package based on the health and fitness goals and the personalized meal plan would be designed and delivered based on a user’s health requirements. Another similar healthy meals delivery company is Mealtek which provides affordable and highly personalized meals based on users’ goals and advance customization options. Mealtek (2014) describes that the meals would be designed by dieticians and nutritionists to fit a user’s specific situation and nutrition plans. The system can generate the advance personal nutrition plan by weekly activity level and specific nutritional requirements e.g. daily carbs, protein and fat. On the other hand, Graze (2015) is the company that positions its market on delivering a personalizing healthy snack box with a high amount of healthy ingredients options according to the situation, user preferences and health needs. Therefore, we can see that some existing companies already provide personalized healthy food to different sections of the healthy diet market. H1. The popular grocery retailers provide healthy diet knowledge, suggestions and recipes to support the general consumer’s healthy lifestyle; also a few retailers are able to let users design their personalized health meal plan using the online tools and deliver the ingredients. H2. There are some companies in different market sectors delivering personalized healthy food based on the user’s preferences and health requirements.
Existing solutions for nutritional beverages A wide range of nutritional beverages can be found in the retailers, online shops and fitness clubs. The ready-to-drink healthy drinks are provided in the retailers or the fitness clubs and also fresh protein drinks are offered for gym goers to order. Although the retailers and fitness clubs provide the nutritional beverages, the online nutritional ingredient shops cover a wider range of health products. There is an online nutritional
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products brand Myprotein (2015) that states that they produce a universal range of sports nutrition with high quality innovative products at the lowest possible prices in the UK whilst leading the market in Europe. They offer over 1,500 nutritional products to fit a range for every customer according to their body shape, fitness goals, sport types and ingredient preferences. The best-selling category for Myprotein is protein, but they also cover other nutrition categories such as creatine, amino acids, carbohydrates, nutritional snacks and other healthy ingredients. So the customers can order the nutrition products based on their purpose, sport types and goals. Also the healthy lifestyle and fitness-related information like training knowledge articles, videos, workout plans and diet recipes can be found on the Myprotein website. H1. Wide ranges of nutritional products are available in the retailers, fitness clubs and online shops. H2. The online nutrition stores cover a wider range of nutritional ingredients according to customer preferences, type of exercise and fitness goals. H3. The online nutrition brands also provide health and diet-related knowledge to help customers to achieve their fitness goals.
Type of nutrition vending machine in fitness clubs There are two types of vending machine setting in the fitness clubs for selling the nutritional products. The first type is the general type that stocks the various kinds of ready to drink or eat nutrition products. Nutrivend (2015) describes that they are the first sports nutrition vending operators and their vending machine solutions provide a wide range of sports nutrition leading brands and products that allow customers to purchase a product efficiently when they need. Another type of vending machine that proposes to deliver the fresh protein drinks according to users goals is Proteinmyway (2015). This company supplies a high standard design of freshly-made nutrition vending machine, so the machine can blend different protein formulas with water to deliver a freshly-made 12oz healthy protein drink. Mitonics is a similar company that offers a fresh protein
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Literature review beverage vending machine, but with an advanced personalization solution. Mitonics (2015) claims that their machine will calculate the amount of ingredients and serve the personalized protein drinks according to the users training aim, weight and body fat percentage. H1. Two types of nutrition vending machine are found in the fitness clubs. H2. The general nutation vending machines provide a wide range of nutritional products from different brands. H3. Another personalized nutrition vending machine allows users to order a healthy beverage according to their goals and health condition.
Personalized beverage vending machine Besides the nutrition vending machine, there are other types of vending machine according to the categories of beverages. The nutrition vending machines brands are positioned to support users’ fitness goals. In contrast, other types of personalized beverage vending machines are focusing on the machine interaction and presenting a new user experience to the users. Coca-Cola offers a customizable self-serve drink machine called Coca-Cola Freestyle. The machine has a 15.1� graphical user interface touchscreen and the freestyle dispensing system was designed with small cartridges of micro-dosed ingredients, so it allows customers to customize a drink with a multitude of options from over 100 brands and flavours (Winzelberg, 2012; Zytronic Displays Ltd, 2015). Another feature is that users can create their favourite personalized flavour mix, firstly from the Coca-Cola Freestyle application, then find a machine that the application provided and scan the device to pour a personalized drink (Coca-Cola, 2015). Next, the Costa Express vending machine is another positioning aiming to deliver a premium selfserve coffee experience. The case study from Intel Corporation (2013) demonstrates that one of the largest coffee retailer brands – Costa - developed the Costa Express for the purpose of delivering all-fresh self-serve coffee vending located in public areas like transport hubs or corporate offices. In order to create an impressive customer
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experience, the human five-sense user experience is integrated into the design of the machine and over 200 freshly-made coffee combinations are available for users to customize via the touchscreen display. So the Costa Express vending machine not only delivers a fresh coffee, but also considers how users can have a better experience during the overall self-service process. H1. Other types of personalized beverage machine focus on the interaction of the machine and deliver a better self-service user experience. H2. The Coca-Cola Freestyle developed a smartphone application for increasing the interaction options for users to customize their favourite drinks. H3. Costa Express has considered and integrated a five-sense user experience during the self-service customer journey.
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Secondary Research Overall health status in the UK The rate of obesity has increased gradually and people who are overweight and who have obesity problems form a large proportion of the UK population. As can be seen in Figure 1, data from the Organization for Economic Co-operation and Development (OECD) in 2014 illustrates the growth of obesity rates from different countries between the years 1972 and 2012. We can find that England has a high obesity rate compared with other countries. According to the Mintel Attitudes to Healthy Eating 2015 report, Warren (2015) claims that the UK government should make reducing the obesity rate a priority, due to the high proportion of the population classified as overweight or obese. This also places a financial burden on the UK health service. Figure 2, Body Mass Index (BMI), is based on NHS health, social care and lifestyles (2011) survey data at age 16 and over. It shows that there are high rates of overweight (36.5%) and obese (25%) people in England. H1. The international obesity rates have an upward trend from 1972 to 2012. H2. There is a high proportion of the UK population with overweight problems.
Obesity rates
Overweight
37%
35% 30%
Australia
25%
Can Canada
20% 15%
USA
Spai Spain
England
France
10% 5%
Italy Kore Korea
Switzerland
0% 1972 1976 1980 19841 988 1992 1996 2000 2004 2008 2012
Year
Obese
26%
Figure 1. The international obesity rates from
Figure 2. Body Mass Index (BMI)
1972 to 2012. - OECD, (2014).
for the UK (2011). - NHS - Health, social care and lifestyles. (2012).
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Secondary Research Consumer behaviour to stay healthy There are about eight in ten adults using different approaches in order to stay healthy. From the pie chart Figure 3, over half of people are trying to be healthy and 20% of people are serious about keeping as healthy as possible. Figure 4 shows that 73% of people take the view that it is necessary to do regular exercise to stay healthy. Comparing with the regular exercise approach, people make less effort with their diet with 31% of people thinking it is important to eat 5 portions of vegetables and fruits a day. People put effort into looking up nutritional advice and recipes on the Internet, however, only 13% of adults watch what they eat closely. Furthermore, health-related sources on the Internet are gaining importance in supporting people’s healthy lifestyles. Almost 30% of people looked up heath recommendations and nutritional food information on the Internet with around 25% seeking out healthy and low-calorie recipes and healthy lifestyle products (Figure 5.). H1. The research shows that almost eight in ten adults make an effort to stay healthy. H2. Internet sources are gaining in importance for people looking to find health-related information. H3. People take the view that doing regular exercise is the most effective way to stay healthy.
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20% Strict to myself to ensure as healthy as possible
57% Go through periods of stayling healthy
24% Do not put too much effort for stayling healthy
Figure 3. The ways in which people made an effort to stay healthy in 2012.
Watching what you eat closely
Eating 5 portions of fruits and veg a day
Doing regular exercise
13% 31% 73%
Research helthy lifestyle product
Looked up nutritional info
Looked up health advice (web)
23% 29% 31%
Figure 4. The most important factors for
Figure 5. Finding the health-related
people to stay healthy (2012). - Mintel
information online (2012). - Mintel Group
Group Ltd., (2013)
Ltd., (2013)
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Secondary Research Consumer attitudes to health-related sources Figure 6 shows the resources people use to discover healthy diet information and advice. Seeing them as reliable, people are likely to be interested in professional sources and those with whom they have a close relationship. The top resource used is the traffic light product labelling with 26%. Secondly, 17% of people followed suggestions from friends and family members and 12% followed advice from health experts such as doctors or nutritionists. Traffic light labelling is widely used on food packaging; however, the proportion is similar compared with other resources from friends, family or health professionals. This might be because 41% of respondents state that they have difficulties seeing the nutritional information on the packaging (Figure 7). The reliable health suggestions from the government, NHS or other companies provided on the website or application are used less than other sources. Although people are not frequently using online websites or applications as their main resources, people are willing to try the health-related applications. Figure 7 shows that 38% of respondents would be interested in trying a health-related app. H1. The traffic light labelling on the packaging is an important reference for customers. H2. People tend to follow the suggestions from friends, family and the health specialists. H3. Nearly 40% of people are willing to try health-related applications.
26% ends/ s family
17%
m doctor/ o nutritionist on
12%
6%
related t to healthy a diet
20
Confusion of finding nutrition information on packaging
Have interest on health related app
6%
ne healthy e diett plan
10
38%
7%
h tips p from online n resource ou
0
41%
30
40
50
%
Figure 6. Resources for finding
Figure 7. Attitudes towards the health-
suggestions for a healthy diet (2014). -
related solutions. - Warren, C. (2015).
Warren, C. (2015).
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Consumer behaviour for the purpose of weight management From the previous section, we found out that most people take the view that doing regular exercise is the most popular approach to staying healthy. When it changes to the purpose of weight management, the option of exercising more has also been ranked first with 60%, see Figure 8. However, the importance of food and drink has a similar proportion to the exercise option. It can also be noticed that females are more interested than males in trying the diet option. Figure 9 indicates further details about the frequency of people doing exercise over a minimum 30 minutes at a time. Nearly half of adults take regular exercise more than twice a week or more. Only 25% do not ‘work-out’. As a result, people think taking regular exercise is the best way to stay healthy and people are also making efforts to be active. H1. Exercising more and looking closely at their diet are the main ways for people to manage their weight H2. 50% of people do exercise twice a week or more with a minimum duration of 30 minutes at a time. Exercise more
60%
Smaller portions of diet
55%
Look close on fatty foods
53%
Look close on surgar foods/drinks
52%
0%
10%
20%
30%
40%
50%
60%
70%
Figure 8. The actions for weight management (2012) - Price, A. (2013). 11% 0%
14%
24%
20%
More than 5 times a week Once a week
13%
40%
13%
60%
4-5 times a week
25% 80%
100%
2-3 times a week
Less than 2-3 times a month
Never
Figure 9. The exercise frequency for over 30 minutes at a time (2015). - Townshend, A. (2015).
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Secondary Research Health and fitness clubs market The original concept of a customized healthy-drink vending machine was positioned for gym users. Therefore, the background of fitness clubs in England has been further examined. Figure 10 shows that the overall health and fitness club market has an upward trend and has been continually growing at an average 6.5 % per year. The size of the gym market was £2,660mn in 2012 and predicting to reach a market size of £2,842mn in 2017. 35% of respondents use a private gym with a total of 1.68 million members joining the top five fitness clubs in the UK. The most popular health clubs are David Lloyd Leisure and Virgin Active with around 450 thousand members and nearly 260,000 people have joined other organisations. H1. There is an upward trend in the health and fitness club market in the UK. H2. 35% of respondents go to private fitness clubs for exercise. H3. The premium fitness clubs have the most gym members in the market.
UK health and fitness club market Market Value (£m)
35%
28 2,842 2 8
3,000
2,500
2,660 60
2,500
Usage of private fitness clubs
The Gym Pure Gym
Actual
0 2007
DW Sports Fitness
Forecast 2012
2017
Virgin Active David Lloyd Leisure
6.5% growth per year
1,680,000 ,680,000 Total numbers of fitness members from top five fitnessclubs
255,000 260,000 275,000 435,000 455,000 2013
Figure 10. The market data for health and fitness clubs (2013). - Mintel Group Ltd, (2013).
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Figure 11 illustrates the different age groups covered by the premium, middle and budget gym markets. The biggest age groups are age 16-24 and age 25-34 and the medium gym market covers the widest range of age groups. The premium fitness club market covers an average age from 25 to over 45 and took an especially high proportion in the 16-24 age group. The budget market is particularly targeting the younger age group with fewer members over age 25. The household income of gym goers can be found in Figure 12. Both the premium fitness clubs - David Lloyd and Virgin Active - tend to have more members with a higher income of £50,000 or more and fewer people with lower incomes. The LA fitness clubs are positioned in the medium market and also claim that the income of most members is between £25,000 and £49,999, but they have fewer people with incomes over £50,000. H1. Age groups 16-24 and 25-34 make up most of the gym market. H2. The premium and middle fitness club markets cover the widest age groups and the premium gym goers have higher incomes. 16-24 David Lloyd
16% 6
14% 12% 10% 8%
45+
2534
Virgin Active
Fitness First
The Gym Pure Gym
LA Fitness
6% 4% 2%
Budget
Under £15,500
Mid-market Premium-market
Budget
35-44
£15,500 24,999
£25,000 44,999
Mid-market
£50,000 or more
Premium-market
Figure 11. Usage of health and fitness club
Figure 12. The fitness club brand
brands in different markets (2014). - Oliver, M.
usage by household income (2014). -
(2014).
Oliver, M. (2014).
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Secondary Research Figure 13 shows that between 2010 and 2014 the main revenue was from the membership fee and other income such as beauty treatments and products, a shop, food and drinks. The membership and joining fees contributed about 80% (£2,132m in 2014) and other revenue about 20% (£533m in 2014) to total income. Both membership and other revenue grew by around 3% every year with their proportion remaining unchanged. Figure 14 displays the goals and motivation of fitness club members. People see achieving general wellbeing as the first reason for joining health clubs with 60%. Next, 45% of members took the opinion that going to the gym can make them feel better about themselves. There are round 35% of people who go to clubs for the goals of weight management and looking better. Surprisingly, the objective of muscle building only applied to 20% of gym goers. Figure 15 displays the interests of gym members when talking about the extended services offered by fitness clubs. Fitness-related applications are the most popular optional extra services. People are willing to receive suggestions about diet by email, message or app. They also use health equipment such as a smart watch or other wearable device for fitness monitoring. Secondly, they are interested in having a personal trainer and resources providing fitness information. The overall results show that people took a similar interest to both the health and fitness-related extra services. H1. The main fitness club revenue is the membership fee (80%) with other revenue providing 20% with £533 million in 2014. H2. General wellbeing and ‘feeling better’ are the main reasons for going to the gym followed by the objective of muscle building. H3. The gym goers took a similar interest in extra gym services such as a fitness app, diet suggestion, access to a personal trainer and health monitoring devices.
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Year 2014
£2132m
2012
£2155m
2010
£2066m
0%
80% 81% 80% 20%
40%
60%
20% 19% 20%
£533m
£505m
£517m
80%
100%
Other revenue
Memberships
Figure 13. The revenue proportion of health and fitness clubs (2014). - Oliver, M. (2014).
60% 45% 38% 36% 20%
For general health and wellness Too feel better To lose weight To look better To build muscle 0%
20%
40%
60%
80%
100%
Figure 14. The interest in the products and services provided by the gym (2014). - Oliver, M. (2014).
15% 14% 12% 12% 11%
Fitness app to measure improvements Dittary suggestion delivered by mail, text or app Personal trainer Fitness monitoring equipment Daily fitness tips delievered by mail, text or app 0%
10%
20%
30%
40%
50%
Figure 15. Motivations and purposes for joining a gym (2013). - Mintel Group Ltd, (2013).
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Secondary Research Market for wellbeing beverages The overall wellbeing beverage markets have increased steadily between 2009 and 2014. Figures 16 and 17 are based on the market data related to healthy drinks from Euromonitor International 2015 (2015). Figure 16 clearly shows that the total healthy beverage market rose from £10,634mn in 2009 to £12,140mn in 2014 with an average 2.6% growth every year. Figure 17 illustrates different types of healthy beverage in 2014 by market size and position. The general wellbeing beverages had the largest market size with £3,490mn and natural health beverages took second place with £2,877mn. Secondly, the markets for better-for-you beverages and functional beverages have similar sizes with £2,006mn and £1,986mn respectively. The most specific type of weight management drink market was about half size of the general wellbeing beverage market with £1,797mn. It can be seen that the market changes from general to specific types of drinks are relatively small. Definition of healthy drink categories Marketing research companies have different categories to define the market. According to the category definition from Euromonitor International 2015 (2015), different beverages related to healthy drinks have been defined as below: Better-for-you beverages The beverages that removed sugar, fat and caffeine during production are in this category. Functional beverages The functional drinks have been identified as beverages which have extra ingredients added thereby providing health benefits. Naturally healthy beverages The products which can enhance health with natural substances such as 100% juice and healthy tea are defined in this category.
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General wellbeing beverages This category includes the drinks that could generally enhance peoples’ health such as having a multivitamin content, but without a particular health description. Weight management beverages This type of beverage is positioned to help support weight management, fat burning and slimming and weight loss by reducing the content of less-healthy substances (e.g. sugar, fat, carbohydrates) and adding functional ingredients with a weight management effect (e.g. protein, green tea extract, dietary fibre). H1. The overall health-related beverage market continually grew by, on average, 2.6% per year from 2009 to 2014. H2. The five main healthy beverage markets are general, better-for-you, functional, natural health and weight management beverages. H3. The market sizes of health beverages decrease when they have a specific purpose. 12,500 12,000 11,500 £m 11,000
10,500 10,000 9,500
2009
2010
2011
2012
2013
2014
Figure 16. Overall beverage market related to healthy drinks between 2009 and 2014. -Euromonitor International 2015, (2015) Market Size £3,500mn
General Purpose
General 3,490 Naturally Healthy 3,490 Better for you 2,006
Functional 1,986
Specific Purpose Weight Management 1,797
£1,500mn
Figure 17. The positions of the health drink categories in 2014. -Euromonitor International 2015, (2015)
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Secondary Research User preferences for healthy drinks According to Figures 18 and 19, we can find out what people think and their preferences about healthy drinks such as juice and smoothies. Figure 18 shows that nearly 80% of people think the juice and smoothies could be part of their healthy diet; however, around 70% of consumers are confused about the content information of the drinks. The taste of branded drinks appears little different from supermarket own-brands since over half the people believe that the supermarkets’ own products taste as good as the branded ones. Figure 19 shows the consumer attitudes towards the extra ‘add-ons’ in the drinks. There are 18% of people who have an interest in smoothies or juice drinks mixed with coconut water. Some other respondents have an interest in the drinks with extra protein added (18%) or blended with oats (16%). There are also different types of preferences and the overall results describe that people are interested in extra ‘add-ons’ blended with the healthy drinks. H1. 80% of people are willing to include juice and smoothies in their healthy diet. H2. About 70% of people are confused by the content information on the drinks. H3. People have an interest in the drinks with extra health-benefit ingredients.
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Juices or smoothies can be part of a healty diet The sugar content in juices/ smoothies is not clear Supermarket brand juices taste similar as branded Juice or smoothies that provide functional health benefits Blending juice is an effective way to cut the sugar of drinks 0%
20%
40%
60%
80%
74% 68% 53% 50% 45%
100%
Figure 18. The attitudes to fruit juice and smoothies in 2014. - Townshend, A. (2014).
23% Juice drinks to have as an ice lolly
18% Jucies belnded with coconut water
16% Smoothies with added protein
Figure 19. The interest in new fruit juices and smoothies (2014). - Townshend, A. (2014).
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Secondary Research Consumer attitudes to nutritional products There is a research report about attitudes to nutritional products (Townshend, 2015), it states that the frequency of exercise leads the forceful correlation of people buying nutritional drinks or foods. Also the function of protein has been approved by the EU health authority and a wide range of protein products for purposes such as muscle building and performance improvement have appeared on the market. The record shows that one in five adults purchase the health nutrition-related products and three quarters of nutrition product purchasers claim an exercise frequency of more than once a week. Figure 20 shows the specific usage of health-sustaining products. 28% of people have consumed sport foods or drinks in the last 3 months and the total for the consumption of protein-related food and drink products is 24%. The average potential buyers are likely to be from London with incomes over ÂŁ75,000 who could afford the high cost of nutrition productions (Townshend, 2015). According to results from the European Food Safety Authority (EFSA Journal 2010;8(10):1811, 2010), the health benefits of protein have been presented as a contribution to weight management, bone maintenance and muscle building. However, people are confused about the volume of the protein that they should include in their diet since it depends on gender, weight, goals, exercise and also the quality of the protein (Townshend, 2015). H1. There is evidence demonstrating a correlation between exercise frequency and nutritional drinks. H2. The function of protein has been approved by the EU health authority. H3. People who live in London with annual incomes over ÂŁ75,000 are the potential customers for health-related products. H4. The protein users are confused about the proportion of protein that they should include in their diets.
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28% 11% 8% 8% 5% 4%
Any sports food and drink product Protein bars Supplement tablets for exercise (e.g. vitamins) Protein powders for a drink Ready-to-drink protein drinks Othersprot nutrition food or drink 0%
5%
10%
15%
20%
25%
30%
Figure 20. Usage of sports nutrition products (2015). - Townshend, A. (2015).
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Secondary Research Figure 21 describes the customer attitudes related to the nutritional products. Over half of people were doubtful of the benefits and they had insufficient knowledge about the products. 64% of people claimed that they cannot tell if the products are working for them and 60% of adults felt they were unfamiliar with these products. However, 40% are likely to try the sports nutrition products if provided in a single serving rather than a large package. In addition, Figure 22 illustrates people’s attitude to particular protein products. 42% of people think protein is an important substance for them to stay healthy or achieve their fitness goals. The data shows that 30% of people who claim to be confused about the amount of protein that they should include in their diet. As a result, people held the opinion that they are willing to try the health-related nutritional products, but lack of product understanding is the main cause of confusion. H1. Over half of people do not think that they have enough knowledge about the sports nutrition products. H2. 40% of people see protein as an important substance for achieving their goals and they would like to try if it the protein products are served in small packages. Figures 23 and 24 show the places where people purchase health nutrition products and their budgets. The retail stores (40%) are their first choice, especially the supermarkets. The second option is the specialist sport nutrition stores (30%) and health-related pharmacies like Boots (24%). Although the health drinks have a strong correlation with exercise, only 16% of adults purchase them at fitness clubs or sports facilities. About the monthly budget on purchasing health nutrition products, 46% of people spend less than £20 per month. However, nearly 50% of respondents show that they spend more than £20. The budget group £20 to £29.99 spent the most with 26% and the second group, with 14%, had a budget around £29.99 to £39.99. H1. Most people who purchase nutrition products did so in the retail stores. H2. Only 16% of adults purchase their nutrition products in the fitness clubs. H3. Nearly 50% of respondents spent over £20 per month on buying nutritional products.
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ItÕ s hard to know if sport nutrition product really work Do not have enough knowledge about nutrition products Willing to try a sport nutrition product in a small pack 0%
20%
40%
60%
80%
64% 60% 40%
100%
Figure 21. The attitudes toward nutritional drinks (2015). - Townshend, A. (2015).
42% 27% 15%
Protein is important for staying healthy Difficult to know how much protein should be served Willing to try food and drinks with added protein 0%
20%
40%
60%
80%
100%
Figure 22. The attitude towards protein as an ingredient (2015). - Townshend, A. (2015).
46% 26% 14% 11%
Less than £20 per month
£20- £29.99 per month £30- £39.99 per month £40 or more 0%
10%
20%
30%
40%
50%
Figure 23. Budget for sports nutrition products per month (2015). - Townshend, A. (2015).
40% 30% 24% 16%
Supermarkets
Specialist sport nutrition stores Chemists Fitness clubs/ sports facility 0%
10%
20%
30%
40%
50%
Figure 24. Locations for purchasing the sports nutrition products (2015). - Townshend, A. (2015).
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Secondary Research Approach to simplifying the customized ordering process The topic of simplifying the customized ordering process can be considered from the human factor point of view and decision-making process in order to design a user interface that allows a user to achieve their tasks easily. So, before implementing a specific function or interface style of the machine, it is more important to identify the user’s needs and supply the information that users want to receive (Cusack, 1993). According to Karwowski (2006), it illustrates the process of integrating human-machine interface requirements. Firstly, to conduct a task analysis and help to identify the requirements of each task and also provide the basis for making design strategies. Secondly, to analyse different situations of interface use such as informational, operational and cognitive interfaces that can let designers define the user interface design requirements. Therefore, it is important to identify users’ needs and wants and these can be analysed to show how people make a decision during the customized ordering process. In order to make a new purchase decision, the decision-making process involves some important influences for each individual to make a choice from various options. Human decision-making is related to information processing since it is necessary for people to gather and analyse different information resources before making a choice. The solutions for supporting decisions gain importance for decision makers when the decisions are complex and the information processing also becomes a part of decisionmaking (Lehto and Landry, 2012). These include people’s behaviours, emotions, experience and knowledge related to the products or services. A purchase decision is the behaviour structure that people consider to determine an option by following the decision-making process (Karimi, Papamichail and Holland, 2015). According to the book Essentials of Marketing (Lamb, Hair and McDaniel, 2015), there is a guide for understanding customer behaviour by studying the general customer decisionmaking process that people usually follow. The general 5-step process (Figure 25) that
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people consider includes need recognition, information search, alternative evaluation, purchase decision and behaviour after purchasing. When people make a new decision, they subconsciously compare the possible options from their previous experiences. Also, the emotions related to the objects play a role in making a judgement and giving a meaning for evaluating the different options.
1
Need Recognition
2
Information Search
3
Alternatives Evaluation
4
Purchase
5
Postpurchase Behavior
Figure 25. General decision-making: a 5-step process.
The knowledge of options has a correlation with the decision-making process results. There is a study considering the effects of decision-making style and knowledge of products. The report describes that, compared to the people who have a higher level of knowledge about the options, people who have insufficient understanding of the products require more cycles, longer periods and a higher numbers of alternatives and criteria during the decision-making process (Karimi, Papamichail and Holland, 2015). There is another investigation report (White, 2009) which suggests that people need the information they desire related to the products or services, also it is necessary to provide the information in a simple way according to the particular situations. The comparison between various options is another key behaviour issue when considering people’s decision making. Roller (2011) states that people do not have the ability to evaluate the absolute value of the options; therefore, people use the comparison process to determine the products, service, solutions or other options.
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Secondary Research There is a suggestion from a study (Jang, Prasad and Ratchford, 2012) that shows that consumers looked up the product reviews more during the evaluation stage and people no longer consider the quality in the choice stage after evaluating the quality of alternatives. Therefore, it is beneficial to provide the product review information from the beginning of the research stage in the decision-making process and encourage users who are satisfied with an option to write a review. Therefore, people are able to compare and evaluate the characteristics of the options by having access to the product-related information that they need (Roller, 2011). H1. The information process plays an important part for people when the decisionmaking gets complex. H2. The human-machine interface design requirements can be identified from the task that users want to achieve in different situations. H3. The influences on decision-making include people’s behaviours, emotions, previous experience and knowledge of the products. H4. The customer behaviour can be explored based on a 5-step decision-making process. H5. People tend to compare the differences between options and the emotions related to the options affect their judgments. The design strategy is an important driver to affect people during decision-making. Roller (2011) claims that design is an effective way of supporting people as they make each decision, such as the visual layout, numbers of choices, the type of information provided and the presentation style. As mentioned above, emotion and the understanding of the products are strong influences as people reach a purchase decision. These two aspects can be brought into design to help people in evaluating the options in the decision process. Roller (2010) states that emotion plays a role by creating a feeling about whether an option is good or not. The emotional aspect of design includes
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the overall style of design from layout to the graphics, colour and font being used. Another aspect is designing an environment where people can compare the differences and value the options easily. Roller (2011) recommends the methods for designing a comparable environment that helps users to make a decision easily. Firstly, the comparison environment can be created by adding context and revealing the differences between options clearly. The context of the original information can be provided for users to compare the changes and different options can be categorized to improve their understanding. Secondly, visualizing a reference and contrasting values can help users to make a decision easily. Therefore, by understanding the kind of information that people need for comparing and then creating a more easily comparable visual design can help people to evaluate their decision effectively. H1. The knowledge related to the product has a big effect on decision-making, H2. Customers could gain help with decision-making if they receive the proper product information that they need. H3. The design has the ability to help people make a purchase decision. H4. Design can be a tool to affect people’s emotion and make them feel what is good or not from the layout, graphics, colour and the font being used. H5. Designing a comparable environment can help users make a choice easily.
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Secondary Research Summary The advantages of good nutrition for health and wellbeing have been widely accepted by consumers; also the demands on personal nutritional awareness have increased (Fellow, 2008). Moreover, the customization process involving customers at the premanufacture design stage would be able to satisfy the demand for a wide range of personalized nutritional foods and drinks. So it is certain that personalized health services and products would change consumer behaviours vis-à-vis their diets and the new technology would support the individuals’ requirements for maintaining a healthy lifestyle. There are various health and ‘wellness’ online resources from companies to support consumers’ general wellbeing and to give advice and personalized recipes. Also, some companies have started to deliver personalized healthy meal packages due to the growing trends for a personalized healthy diet. Although those companies position in the market is personalized healthy food, different styles of customization process exist according to company strategies, ingredients, consumer goals and preferences. Various types of nutritional beverages are supplied by retailers, online shops and as a service in fitness clubs. The online shops cover the widest range of nutritional products with suggestions and related health knowledge provided. Gym goers can not only order a fresh protein drink in the fitness clubs, but also there are different types of vending machine located for users to make a purchase depending on their needs. Furthermore, the personalized diet trends also drive the beverage industry to develop the customizable beverage vending machine and extra interaction from a smartphone app. However, the nutritional drink vending machines offer fewer options from which users can choose and focus more on the personalization functions according to users’ health conditions. As a result, the customized healthy beverage vending machine has not been developed to maturity compared with other types of customized beverage vending machine. This might be due to the complex considerations linking health requirements and customer preferences.
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The UK government is facing an issue of an increasing obesity rate which causes problems and a financial burden for the National Health Service. Although the data shows that most people make an effort by different approaches to stay healthy and they took the view that doing regular exercise is the most effective way of achieving this, there is a large proportion of people who have obesity problems in the UK. Also, compared with regular exercise, people make less effort with their healthy diet, which might be for numerous reasons depending on individuals and it may drive the results in affection on health. Suggestions from friends, family and health specialists are more trusted by customers. Also, the traffic light labelling is gaining importance as a purchase reference and people are willing to try health-related smartphone ‘apps’. Besides taking regular exercise for general health purposes, people believe that a healthy diet is important for weightmanagement purposes. In the growing fitness club markets, the premium gyms have the most gym members with higher incomes. The age groups 16-24 and 25-34 make up most of the gym market, but the premium and middle market covers the widest age groups. Although 80% of the main revenue of fitness clubs is the membership fee, another 20% of the revenue is from food and beverages: a ÂŁ533 million market opportunity. The motivations for people going to the gym are for the purpose of general wellbeing, feeling better and followed by the goal of muscle building. Also they are interesting in extra services provided by gyms such as health monitoring, a fitness app and fitness and diet suggestions. The growth trend in the wellbeing beverage market is upward and the market can be categorized into five beverages markets from general to specific functions such as weight management. A large number of people take the view that they are willing to include juice and smoothies in their diet and are interested in beverages with extra
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Secondary Research added health benefits. However, consumers also claim that they are confused by the content information on the drink. The use of nutritional drinks has been proved to have a correlation with the frequency of exercise. 40% of people think protein is an important substance for helping them to achieve their fitness goals and will to try the protein served in a small package. Also their monthly spend is around £20 or more on purchasing nutritional products from the retailers and fitness clubs. However, 50% of people think they do not have enough knowledge about the nutritional products, which also caused confusion about the proportion of nutritional products that should be included in the diet. Human decision-making involves numerous elements such as behaviours, emotions, experiences and knowledge about a product. The knowledge and information provided have big influences that allow users to make a choice easily, especially when the situation becomes complex. Also, people subconsciously compare the options from their previous experiences when making a new decision. Providing proper information that users need could support them during the decision-making process. Therefore, consumer behaviour, preferences and necessary information related to customizing a healthy drink can be explored and identified based on the principle of a 5-step decisionmaking process. The design strategies play an important role in supporting human decision-making. They not only influence people’s emotions and behaviours, but also help users visualize the information that they need. So the emotional aspect is the design part that allows users to feel whether an option is good or not. Another aspect is creating a comparable environment with the information that users need to help them evaluate the differences easily.
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49
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Primary Research Primary research overview The purpose of primary research is to identify insights into customer attitudes, behaviours, preferences and considerations during the customization process when ordering a personalized healthy drink. Therefore, before organizing the primary research there was an interview with a specialist in discovering customer insights in the food and drink industry. Secondly, the consumer insights related to health and nutritional drinks have been identified from the online survey. Next, a case study has been conducted to discover how the user experiences can be designed based on Taiwanese Bubble Tea brands which have a customization process similar to this concept. Finally, two workshops have been held to understand what consumers think about the concept involving three activities and discussions. Overall, the consumers’ insights into this specific concept have been identified and used to define and develop later stages.
1
Expert Interview
2
3
Online Survey
Case Study
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4
Workshops
Primary Research - Expert Interview Expert interview There is a face-to-face interview with a specialist, Jerome Linder, for the purpose of exploring consumer insights in primary research. He is an innovation and product development expert in trends and consumer insight finding and a background in design at a senior level. His experiences include the exploration of insights into consumer behaviour to drive innovation for food and beverage companies. From his professional experience in the food and beverage industry, the topic of this conversation was the methods of identifying consumer needs and wants and consumer behaviour insights in primary research, specifically in the customisation of health drinks. These suggestions are summarized and listed as follows: The consumer insights can be brought into the strategy of shaping the customized healthy drink concept by executing the primary research in the right way. It is always important to find the right people in each case; therefore, the key to targeting users with this concept is to find the regular gym goers, both male and female, in different age groups. In order to further explore consumer behaviour insights in depth, it is necessary to consider the sequence and process of primary research. Firstly, consumer lifestyles related to healthy beverages and their preferences can be analysed and understood through an online survey. However, it is important to reach over 150 respondents who are well balanced in terms of gender, age group and targets for the purpose of generating valid evidence. After designing the questionnaire, the survey can be reconfirmed by using SWOT analysis and the results for improvement predicted. Secondly, the user behaviours, needs and wants, and concept-testing can be explored by holding a workshop. A suggested number of people to attend the workshop is around 5, each working as an individual so it is easier to avoid talking in pairs and the difficulties that discussion would cause. This risk would increase with over 5 people in one workshop. The targeting of users in this concept is focused on premium market
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users, therefore, different premium persona can be created firstly and require workshop participants to engage in role-play from the information provided for the purpose of premium customer behaviour prediction. Because a customized-health-drink vending machine is a new idea in the market, so the suggestion of the primary research is to explore consumer thinking, especially their mental consideration and then undertake usability testing for the interaction with the vending machine. Overall, the purpose of primary research is to identify the possibilities of healthy beverages for discovering customer insights and bring them into the design strategies. The taste of health drinks is a major part of this concept, so the idea of providing the drinks which are close to people’s thinking needs to be addressed and tested in this project. H1. In order to discover reliable customer insights, it is necessary to find the right people for the primary research who are the target in this concept. H2. An online survey can investigate consumer behaviour concerning a healthy lifestyle and attitudes toward the health beverage. H3. The user behaviours, needs and wants and the customized health beverage can be explored by creating a workshop. H4. The customer insight into customized health drinks based on primary research would be brought to the design stage for concept development.
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Primary Research - Online Survey Overview of online survey An online survey has been executed to discover the consumer behaviour and the preferences during purchase decisions related to healthy beverages. The questionnaire was designed based on the 5-stage decision-making process identified in the literature review. This survey aimed to identify consumers’ considerations when making a decision to purchase a health beverage. Also, the questions have been rechecked to see whether the results can show their needs and wants. The results have been classified into needs and wants, consumer behaviours and preferences, as follows: The survey has been well organized with a group balanced by gender and gym goers (51%). Also, most of the group were aged 25 to 34 and 18 to 24 years old which agrees with the literature review data on gym markets. The data analysis started from general wellbeing and specifically the acquisition of health drinks; also the data was filtered later particularly for gym goers. As mentioned above, the results have been classified into needs and wants, consumer behaviours and preferences. H1. The questionnaire was designed based on the 5-step decision-making process in order to discover people’s considerations when purchasing a health drink. H2. The total number of respondents is 200 balanced for gender and half of them gym goers. H3. The biggest age groups of respondents are aged 25 to 34 and 18 to 24. This is similar to the data on gym goers from the literature review.
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Figure 26. The respondents’ data from the survey.
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Primary Research - Online Survey People’s needs and wants when seeking a healthy lifestyle From the overall data, Figure 27 displays people’s current goal of keeping their healthy lifestyle. The main goals from respondents are weight loss and muscle-building with 30% with general wellbeing in third place with 19%. Most people chose health issues, looking good and feeling good as the main reasons that influenced their diet habit or when they were focusing on staying healthy. After introducing the benefits of protein beverages, there are nearly 40% of people willing to include the protein drinks in their diet and 37% of people who might try the beverages. On the other hand, when people notice that a product tastes bad but is good for their health; around half of respondents are willing to consume it (51.8%). As a result, we can find out people’s needs for health beverages and their wants for health issues. H1. The survey results show that the main current goals are weight loss, muscle building and general wellbeing. H2. The influences leading to a change of diet are health issues, looking good and feeling good. H3. Over 50% of people take the view that they are willing to try a product even if it tastes bad but is good for their health. General Wellbeing 19% Sport Performance 10%
Weight Loss 30%
Yes 37%
Current Goal Building Muscle & Strength 30%
Energy & Endurance 12%
Influence of change diet or focus on health
a Issues
Willing to try protein beverages and include in diet
Looking Good
Maybe 37%
Willing to consume a product that tastes bad but is good for you?
eelin Good Disagree
Figure 27. People’s needs and wants when seeking a healthy lifestyle.
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Agree
People’s needs and wants from healthy drinks Figure 28 shows the daily and weekly frequencies with which people consume different categories of beverages. Over 50% of people have a daily breakfast drink with other exercise-related drinks taking around 30%. However, the weekly frequency changes so that the pre-work out and weight management drinks are ranked first with around 25%. Next are the post- and intra-workout beverages with 20%. Thus, the correlation between exercise and health drinks seems to coincide with that described in the literature review. In order of preference, the ingredient categories are fruit, vegetables, nuts/seeds and protein. As a result, we can find out people’s needs for health beverages and their wants for enhancing a healthy lifestyle. H1. The types of health beverages with high frequency during the week are the preworkout and weight management and the post- and intra-workout beverages. H2. The customer preferences for healthy ingredient categories are fruit, vegetables, nuts/seeds and protein. Ingredient catergory you prefer
How often do you drink the below drink categories? Daily
1. Fruits
59%
34%
32%
21%
Breakfast
Postworkout
Before Bed
PreWorkout
2. Vegetables
Weekly 4. Nuts / Seeds
27% PreWorkout
25% Weight Management
20% PostWorkout
20% IntraWorkout
5. Protein
Figure 28. People’s needs and wants from healthy drinks.
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Primary Research - Online Survey People’s behaviours for staying healthy Figure 29 describes consumer behaviour to secure wellbeing. There are 7 in ten people who think being active and healthy are extremely important for them and 40% of people currently include health beverages in their diet. After presenting the concept of a customized health drink vending machine, most people say that they are willing to try, and nearly 50% would include, health beverages in their diet with 26% stating ‘yes’ and 26% saying they might. H1. 7 in 10 people think that being active and healthy are extremely important. H2. Nearly half of people include health drinks in their diet. H3. Most people would like to try to customize their own health drinks and 26% of people would include the beverages in their diet plan. Willing to use a vending machine for freshly made beverages
Important to being active/ healthy
Include these beverages in your everyday diet
Currently including any healthy drinks in diet
Figure 29. People’s behaviours for staying healthy.
Attitudes towards health-related information sources The approach of people trying to discover new health products and the sources that they trust more are indicated in Figure 30. As can be seen, nearly 70% of people find
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out about a new product from their friends and family, with around 60% of people seeing this as a reliable source. Other channels such as social media and advertisements were in second place with about 40%. Surprisingly, only 21% found out about a new product by searching online. There are around 30% of respondents saying that they see suggestions from specialists such as doctors and nutritionists as a reliable source. Next, 27% of people used customer reviews to judge the suggestions. Although people try to discover new health information from social media and brand advertising, these sources do not inspire people’s trust compared with other sources. H1. A large number of people receive new health product information from their friends and family and see them as a reliable source. H2. Social media and advertising are the second most popular source of health information, but they are not seen as being so trustworthy. H3. The total number of participants who trust suggestions from health specialists is higher than for their friends and family. Way of find out a new healthy brand/ product
67% Family & Friends
44%
43 3% 3 %
Social Media
Advertisement
21% Serach Engines
The source with more trust when it comes to suggestions/ advice
59% Family & Friends
43%
35%
Doctors
Nutritionists
27 Customer Reviews
Figure 30. Attitudes towards health-related information sources
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Primary Research - Online Survey People’s preferences for health drinks Figure 31 describes people’s preferences for health drinks and the ways of customising them. The most popular category is organic drinks with nearly 70% and in second place are exercise-related functional and professional drinks with around 45%. However, people are less interested in the brand of the drinks and fender focus[CHECK THIS] with only 20% in these categories. It can be seen that people took a similar view of the methods of customization by taste, formulation and flavour with around 20%. It also reveals that most people do not think it is necessary to customize the texture of a health drink, with only 6% in favour. H1. The most popular health drink types are the natural/organic, functional and professional categories. H2. People see the taste as the first preference when customising the drinks, followed by the formulation and flavour. Category preferences of healthy drinks
% Natural / Organic
44%
4 43%
21%
FunctionalB
Professional/ Advanced
rand
21% Gender Focoused
Preferences of customization method
21% Taste
19% Formulation
18%
6% 6%
Flavour
Texture
Figure 31. Category preferences for health drinks.
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When it comes to the preferences of drink selections, Figure 32 illustrates how consumers see the important details of products. It can be seen that people regard the ingredients as the first consideration. Therefore, the quality of the drink comes first and only then do they consider if the drink could meet their fitness goals. The literature review shows that people have difficulties in understanding health products; however, people are trying to find out information from nutritional labelling which indicates that people do pay attention to whether the drinks are beneficial for their health plan. Previous research results indicate that the brand has less influence compared with the product. Next, people have less consideration for the price, quantity of healthy beverages and the packaging design. We may conclude that people focus on the how the drinks can support their goals and how the brand and label information can help them to understand the products. H1. People care most about whether the quality and contents of the drink fit their purpose or not. H2. The display of ingredients and explanations ranked third in importance when selecting a drink. H3. People have less affection for branding when purchasing health beverages.
Fits Fitness Goals
1.Quality
Brand
Qua ty / Vol me
Price
Nutrittion nal label
Design of Package
Figure 32. Preferences when selecting a health drink.
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Primary Research - Online Survey Overall attitudes to a healthy lifestyle from gym goers The data have been re-analysed particularly to show the results for gym goers (Figure 33). The results of this analysis are from the half of respondents who are currently going to fitness clubs. The way of finding out new health products and brands by recommendations from family and friends took first place followed by the influences of social media and advertising. Also, the suggestion from friends and family are the most trustworthy sources, however, the total rating for expert advice was greatest. Therefore, it is certain that the specialist suggestions have a great effect and people see them as an important reference. The current goals and the categories of health drinks that they decided remain unchanged. Also, the categories of drinks cover the top three goals that people are trying to achieve. The preferences for selection also have the same order as product quality, fitting their goals and the information that the product provided. As a result, we could determine that people have a strong view about choosing a health drink that can help them to achieve their goals. H1. The most popular way of finding new health information from friends and family had also been confirmed from the gym goers in the survey and social media and advertisement were also in second place. H2. The gym goers also see the suggestions from friends, family and health specialists as reliable sources. H3. The current goals and product selection preferences for gym goers remain unchanged. H4. The four types of weekly healthy drink categories cover the three main fitness purposes of gym goers.
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The source with more trust when it comes to suggestions and advice
49%
GYM
Others 11%
51%
51%
Family & Friends 27%
Customer Reviews 13%
Reliable Sources
Way of find out of a new healthy Brand/Product Persona
1.Family & Friends 3%
2. Socia Social al Med Media 20 0%
.Advertisement 9%
Fits Fitness Goals
Doctors 15%
How often do you drink the below drink categories? Weekly
Preferences of selections
Quality
Nutritionists 19%
Nutrition nal label
PreWorkout Weight Management
Current goal
Building Muscle & Strengt
IntraWorkout Weight Loss
General Wellbeing
PostWorkout
Figure 33. Overall attitudes to a healthy lifestyle from gym goers.
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Primary Research - Case Study Case study on Taiwanese Bubble Tea brands There is a similar customized beverage model called Bubble Tea. The base of Bubble Tea consists of cold tea, milk, fruit flavour and cooked tapioca balls originally from Taiwan (Oxford University Press, 2015). The reason for choosing this as a case study is because a large number of different recipes can be customized in a small store according to the person’s preferences of base, flavour, taste, add-on, sugar, ice and size. Bubble Tea is a popular beverage; brands of Bubble Tea have different strategies such as branding, marketing, design, quality of product and service in order to win market leadership. Two Bubble Tea brands have been chosen in London to discover how the companies help people to make decisions during the beverage customisation process by branding and design for people who have never tried this before. Therefore, there is a user experience interview with two participants who were first-time visitors to Bubble teashops. H1. Taiwanese Bubble Tea has a similar process for customising the drinks such as customers deciding the flavour, extra add-ons, size, sugar and ice level of the drinks. H2. Two Bubble Tea brands have been selected for exploring the user experience and how the brands help customers to make a purchase decision.
Yiannis Hadjipapas
Christina Pishiara
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Primary Research - Case Study Chatime Chatime is an international franchise which aims to provide the best and original style of Taiwanese Bubble Tea with over a thousand stores worldwide. It launched its first UK store in 2012. The company focuses on a modernized traditional Taiwanese tea culture by delivering high-quality fresh tea with excellent customer service. In order to provide a great tea-tasting experience, Chatime continuously develops a variety of new refreshing and nutritional beverages with the highest quality ingredients and different strict examinations from professional tea developers and testers (Chatime, 2015). According to the product information provided and style of design from websites, we can find out that Chatime has experience in international marketing and design for expanding into particular markets. The web design is simple to guide customers in understanding the Bubble Tea culture. The information design helps users to further understand how to make a purchase decision for their beverages. The website illustrates the ordering process clearly from the base of the drinks, sizes, toppings and the level of sugar and ice. Furthermore, it provides the best-selling and top combination recipes in figures and a photographic menu display with the tittle of categories which help customers to make a comparison and get ideas about the beverages. H1. The Chatime official website provides all product-related information and design in a simply-understood way by providing the ranking of the drinks and authentic graphics for customers to compare the differences.
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Primary Research - Case Study Brand and user experience analysis of Chatime There are a total of six Chatime stores in the UK and the London Chinatown store was selected for the case study. The store is small but popular with a long queue of customers. The service in the Chatime store has been well organized for helping customers to purchase their drinks. As the graphic shows, the waiting queue was designed to enable people to follow their beverage order process and the information was provided on the monitor display. There are different drinks displayed on the shelf and various toppings displayed at the front of the queue, so people can request different samples of drinks and toppings for testing before making an order. Before ordering After understanding Taiwanese Bubble Tea, both of interviewees were expecting the brand experience of traditional and original tea beverages due to their first trying out the drinks from foreign countries. The image of Taiwan and the authentic Bubble Tea graphic affected their experience expectation before ordering. During the order When they try to find out the ideas for the beverages, they are looking for suggestions firstly from the information that the brand provided and the advice from others. They were also looking for different samples of ingredients that they had not tried before. The influences of previous green tea experience and the taste of drinks affected them when making an order without previous experience. So they were trying to look for a similar experience for comparison and making a choice. The stores did not have brand advertisements to display for customers, therefore, the elements that could help them make their decision when ordering were the images and graphics. After ordering A similar experience was from the last visit to a Bubbleology store and the taste of the beverages was too sweet which made a strong impact on their mind for this sort
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of drink. Although the impact from Bubbleology affected their purchase decision, the amount of sugar in original Taiwanese Bubble Tea can be customized to make it less sweet which changed their understanding of the drinks. The ordering process was good and quick; also the graphic of the ordering process was clear and helped them to understand the steps for ordering. However, they did not have much time during the consideration stage. Both of them state that the overall experience met their expectation of the tea which tasted better than at Bubbleology, but the store was too busy with too many customers. Therefore, they were feeling pressurised and felt forced into making a quick purchasing decision. Also, they need longer time for tasting the different samples when choosing their customised drink. The brand delivers the brand promise very well by an illustrated graphic showing the Taiwanese beverage style. The brand promise could be improved by adding more explanation about the taste for people who are trying to look at the product information during the waiting time. Another opinion was that providing more samples to taste or smell before ordering could deliver a better user experience. H1. People who have no previous experience would try to find the product-related information and suggestions from others in order to make a decision. H2. To illustrate the ordering process and visualize the drinks in graphics could help people to understand the beverages more. H3. The combination of product information and sampling can help customers to decide their choices more easily. H4. People would evaluate the brand and brand promise depending on the overall experience. H5. People would feel pressure when the ordering process is busy so that they cannot take time for tasting different samples; this forces them to make a quick decision.
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Primary Research - Case Study Bubbleology Bubbleology positions the Bubble Tea in an innovative way by adding the element of science and presenting the concept with a style combining the original Bubble Tea and a university biology laboratory. Bubbleology delivers the beverages as a unique proposition, but keeps the original fresh tea with new natural fruit flavourings, milk and extra-special add-ons to encourage customers to try a variety of drink customizations. The first evolution of a colourful laboratory style of Bubble Tea shop opened in London in 2011 and the company is expanding the UK market continuously (Bubbleology, 2015). As can be seen from the Bubbleology website, the overall design provides an impression of laboratory style with different experimental equipment and colourful images. Comparing with Chatime, Bubbleology adopted another way to help customers to understand the Bubble Tea beverages. The order process begins with deciding the volume with the price and categories of the drinks in three types with milk teas, fruit teas and other specials. The further customisation options are all included in the custom category, so the total order process is simplified into 3 steps. Also the difference of marketing strategy is that Bubbleology focuses more on social media to promote their brand. H1. Bubbleology simplifies the ordering process into three stages: selecting the size, the base of the drink and adding extra toppings. H2. The bases of the Bubble Tea drinks have also been categorized into three types.
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Bubbleology, (2015). Bubbleology - London Bubble Tea. [online] Bubbleology.co.uk. Available at: http://www. bubbleology.co.uk/about.php [Accessed 19 Jul. 2015].
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Primary Research - Case Study Brand and user experience analysis of Bubbleology Bubbleology has 10 Bubble Tea stores in the UK and the Soho store has been selected in this case study. The design style of Bubbleology continuously keeps a strong brand image of a laboratory and a colourful style in the decoration of the store, the staff uniform and the packaging. The store layout is designed as a usual beverage shop with displays of all the toppings at the front entrance and the menu can easily be found on the wall. The simple, three-step ordering process has been organized as shown on the website. Before ordering At first sight, Bubbleology looks like a popular and successful brand in the UK, which leads on the brand experience and expectation of high-quality drinks. Also an innovative selling point is the scientific style of bubble drinks which encourages customers looking forward to a new experience. The unique brand name of Bubbleology and the theme design in a colourful scientific style looks interesting. Also, the recommendation from friends played an important role in the expectations of the Bubbleology experience before entering the store. During the order Both customers stated that they were looking for the information on the flavour, taste and texture of the beverages; also they were trying to find out about the drinks by sampling them and asking staff for advice. When evaluating their new decisions, they were thinking about their past experiences related to this type of drink, such as the fruit juice they tried. Also, the ingredients and the taste of the drinks and sampling the toppings affected their choices when ordering. The brand advertisement did not influence their decision in the store, the nutritional information and taste were more important for them. After ordering When talking about the overall experiences from other similar brands, the test customers were reminded of the experiences of frozen yogurt and healthy juices that customers
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could customize by making different choices to create a personal flavour. Also their awareness of finding healthy ingredients from their knowledge and preferences drives the purchasing decision. The decision of apple flavour from user preferences had been selected and seen as a key taste criterion. However, the taste and looks of the applebase drinks did not meet their expectations because it tasted too sweet and strange. Although the overall taste of Bubble Tea drinks did not meet their expectations, they both got the impression of the scientific style of bubbles and the colourful sweetness of the drinks. Moreover, they took the view that having more graphics like the final image of the drinks or more suggestions from others would improve the ordering process. They also saw the sampling as a key decision element since it would be easier for them to make a choice if samples of all the ingredients and toppings were available. As a result, the user experiences could be improved if the customers could receive more helpful service on the suggestions with sampling and product explanations from staff or graphic guides. H1. Suggestions from friends strongly influenced ordering a drink for the first time. H2. People tend to find the product information when choosing a drink such as flavour, taste and ingredients from the introduction and also the available sampling that the store has provided would also drive their decision-making. H3. Previous experiences associated with the drinks play an important role for people to identify their choices. H4. People would like to have further details and information about the product provided after the sampling. This could help them to make a judgment.
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Primary Research - Workshops Overview of workshops The purpose of the workshops was to understand the customer behaviour and preferences for customized health drinks in the premium market. Unger and Chandler (2012) demonstrate that the creation of personas could help to focus on design decisions made by representative customers during the user experience design stage. The accurate way of creating personas is to identify the specific customer group for a product or service with a minimum of three personas which have to be supported by the research. Therefore, different types of persona have been created for participants to image with role play activities according to the data results from the survey. Caddick and Cable (2013) suggest the important contents of persona need to include the users’ key goals and behaviours. If the users’ key goals can be understood, the design can help users to ensure that they can achieve their goals. Also, knowing the user behaviour and motivation could support their decision-making and reduce their confusion by considering them during the design process. 10 (5 male and 5 female) personas have been created with different age groups. Also the key goals and behaviours for specific genders and ages have been defined from the data from the online survey. The workshop results for customer behaviour and preferences have been identified for creating the design strategy in the next stages. The workshop was organized into three activities with a total of ten participants in two groups, one in the morning and the other in the afternoon with a balance of male and female. After introducing the customized health drinks concept and personas, members were following the role of the personas and giving their views in the activities. Firstly, the participants were asked to map a mood board to understand their ideas and preferences about the premium healthy beverage market. Secondly, the participants needed to customize their healthy drinks by building from the Lego for the purpose of discovering their needs and wants. Finally, after understanding and knowing more details about the concept, a customer journey map was illustrated and the ‘pros and cons’ of their experience identified through discussion.
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H1. Mood board mapping was for the purpose of understanding premium users’ preferences for customized healthy beverages. H2. Customers’ needs and wants for the drinks have been explored by building their own drinks from Lego. H3. The overall user experiences of customization have been discussed through mapping a customer journey map.
1
Introduction
2
3
Mood Board Mapping
Recipe Customization
4
Customer Journey Mapping
Persona
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Primary Research - Workshops Mood board mapping The mood board mapping was for the purpose of understanding the premium users’ ideas on brand identity, the user interface and the vending machine. The map was divided into four sections: budget market, premium market, relevance and irrelevance of the concept. The ideas about how the participants categorise their preferences and elements which related to the concept in the premium market are shown in Figure 34 and summarized as follows: Brand identity Ideally, the brand logo should be designed as a simple and strong characteristic symbol or character which creates a strong impression of a premium product in a potential customer’s mind. The colour theme uses a wide range of dark and bright high-contrast colours to deliver a clean and elegant image of the brand. There are two fonts using modern characters with a clear thin design or a combination of a handwriting style font and a liquid pattern. The unique material and shape of the reusable container design was found to be more attractive than the normal drink packaging. User interface The participants prefer to control the interface using an overall image with a high-tech layout, minimalist design and premium theme. Also, to visualize the data and progress in sporty and colourful illustrations could help users to understand the process easily. The ingredients can be displayed realistically to help users to associate with the flavour and the taste using emotion[emoticon?] and portion graphics. Vending machine (materials) An innovative and unique vending machine design with a large display to control the interface could attract their attention and persuade them to try ordering a drink from the machine. The combination of materials could include leather, silk texture, wood and metal to deliver a premium image; also the same materials could be used in the user interface.
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Conept Relevance
Budget Market
Premium Market
Irrelevance
Figure 34. Mood board mapping by market and relevance of concept
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Primary Research - Workshops Customize a healthy drink The participants were asked to build their own health drink using Lego. Different sizes and colours of Lego were provided. The different Lego sizes mean the proportion and the ingredients were listed on the paper with the explanation in each colour. After building the Lego model, the healthy drinks were made and evaluated by the members. During the discussions, participants felt that it was interesting to build their own drink according to their needs and wants; however, there were difficulties in understanding the ingredients and the proportions which extended the time taken to customise the beverages.
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Customer Journey Mapping The customer journey was mainly to discover users’ experiences when customising a healthy drink at the gym. There were several touch points starting when entering a fitness club to leaving after the exercise session. The most popular place for using the vending machine for ordering a drink was in the lounge space either having a drink before workout or taking a rest there after exercise.
Task
Customer Pain / Gain
From the environment in the lounge space, the participants took an interesting view that they wanted to have a fresh experience by customising a personal drink every time. The customized options that they were interested in were ingredients, flavour, portion, calories, nutrition and volume. Furthermore, they thought that the information related to the products such as goal fitting, recipe suggestions and production time would be helpful to them during the decision-making.
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Primary Research - Workshops When talking about their feelings during the ordering task, they could be summarized in 4 stages. Firstly, they felt excited to make a fresh customised drink. However, they would be confused if the ordering process was complex and without enough guidance. They might feel satisfaction with the drinks after ordering and finally they would look forward to the next time. Next, the user’s difficulties during the ordering process are described as follows: It would be confusing if there were too many options for customization or if they could not understand the benefits of the ingredients or which kind of drink they needed. Also, the ordering time would became longer when the process became complex and they would feel pressurised if someone was waiting behind them in the queue. Therefore, the time taken in the ordering and production processes could be negative points. On the other hand, there are some positive points if the machine was designed helpfully. For instance, to simplify the ordering process by providing the information that the user was looking for, such as information on calories, to help them make the right decision. Also, the ordering time can be reduced and bring the benefits to the users if the beverage payment can be paid by fitness club membership cards because they claim that they do not often bring money or coins before or after exercise. Another view that participants state was that since they took care to consume a healthy diet, so it was important for them to understand the product information in detail and the best time to have a drink. H1. The 4 stages of the consumer experience can be addressed and improved in the development stage. (Interest / confusion / evaluation / expectation). H2. The ordering process is the main influence on users’ attitudes to the complexity of customization. H3. Reducing the ordering time at the same time as helping users to understand how their needs and wants were related would be the challenge in the development stage.
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Define
Creative Brief
Value Proposition
Creative Brief Strategic Business Goals To innovate based on the traditional mass production of nutritional beverages to mass customization by delivering personalized health drinks that meet individuals’ demands and requirements. The concept of Nutrifitment not only aims to provide a personalized healthy drink to help users achieve their goals, but also helps them to improve their healthy lifestyle. Target Users The concept was firstly developed to target users in the premium and middle markets and the majority age groups of gym goers. This solution would help them to include the drinks properly in their healthy diet plans to achieve their goals without confusion over nutritional content. Purpose of the End UX/UI The UX/UI enables users to customize their personalized health drinks properly. The overall user experience aims to deliver a premium, smart and simple experience that could satisfy users seeking a high level of self-service experience who also enjoy the benefits of improving their healthy lifestyle. Marketing & Branding Goals Nutrifiement aims to position the brand in the premium market and achieve a high reputation of brand experience covering all age groups. The overall image goals are being an innovative, reliable and professional brand in the nutritional beverage market. The promotion of the brand would be through the social media channel with the healthy nutrition specialists to build trust. Priorities and Reasons to Celebrate The first priority in the development is mainly focusing on the methods of simplifying the customization process. Secondly, the next challenge would be how to design a smart UX/UI to help users to improve their health and fitness goals.
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Value Proposition Canvas Gain Creators - Increase the interaction with other smart technologies - Personalized diet plan integration with healthy drinks - Healthy drinks suggestions based on type of exercise - Recipe advice according to users’ needs and wants - Provide specialist designed recipes on social media - Customer reviews connection with friends and family - Well-designed platform for the customization process
Product & Service - Support customers to achieve their health goals - Customizable nutritional drink vending machine - Smart user experience positioning in the premium market - Fitting users’ health requirement and preferences - Simple ordering process for a personalized healthy drink
Pain reliever - Providing health- and nutrition-related advice - Showing the proper and necessary information - Visualizing the proportions and the process - Designing comparable option environments - Considering the interface from a human factor standpoint - Developing an app for pre-ordering a drink
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Gain - Extra personalized fitness club services - Benefits of health-related smart technology - Receiving suggestions about new trends in health and diet, - Final production design involvement - Integration with individual diet plans - Available in a wide range of ingredient options - Extra health beneficial ingredients add-on - Satisfied with the quality and content of the drinks
Customer Profile - The majority of gym goers are in the 16-24 and 25-34 age groups - Customizing a personalized healthy drink - Looking for weekly nutritional beverages - For the purpose of improving healthy diets - Awareness of health and fitness benefits - Doing regular exercise - Interest in health-related advice - Spend ÂŁ20 per month or more for nutritional products
Pain - Difficulties with health and weight management - Insufficient health- and nutrition-related knowledge - Confused by the content information for the drinks - Uncertainty about the proportion of ingredients per serving - Affected by the complexity of the ordering process - Unfamiliar system for users without previous experience - Feeling pressure during the ordering process
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Value Proposition Canvas Customer jobs The users in age groups 16-24 and 25-34 years old who are going to customize a personalized healthy drink from the vending machine are expecting a higher level of user experience in the premium market. They believe doing regular exercise is the most effective way to stay healthy. Due to the increasing health and fitness awareness, they are looking for weekly nutritional beverages to include in their diets to help them be active, healthy and looking good or feeling good. The recipe options would be decided including for the purpose of pre-workout, post-workout, weight management and general wellbeing. Also they have an interest in the health-related advice, products or services. They would like to spend around ÂŁ20 per month or more on purchasing nutritional products.
Product & Service Nutrifitment is aiming to help customers achieve their health and fitness goals by delivering a fresh, personalized, nutritional beverage from the customizable healthy drink vending machine. A wide range of ingredients would be available to deliver the beverage categories such as natural health, functional and weight management which target all the age groups in the premium and middle fitness club markets. The innovative smart user experience would not only fit the users’ health requirements, but also allow users to customize their perfect personalized drinks based on their preferences, fitness goals and type of exercise. Furthermore, the ordering process has been kept simple to help users make their decisions easily without confusion.
Pain The research results show that people take regular exercise, but they are struggling to manage their weight. People take the view that they do not have sufficient knowledge on certain aspects of health and nutrition, so this could lead to confusion over the content information if the drink does not state it clearly. The consumers who include the
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nutritional ingredients in their diet claim that they do not know the proper amount that should be included per serving. The workshop results suggest that the complexity of the ordering process would have a great effect on how they consider the user experience, especially the users who have no experience and insufficient knowledge of nutritional drinks. Therefore, they would feel pressure to force them to make a quick decision in a busy situation which would influence their expectation and also the quality of the drinks.
Pain reliever Providing health, fitness and nutritional diet-related knowledge to help users to improve their lifestyle and presenting proper ingredient suggestions and content information about the drinks in different situations. Considering the human factors when designing a familiar and comparable environment in which a user could make a decision easily according to their needs. Also visualizing the ingredients, their proportions in the drinks and instructions for the ordering process would be beneficial in understanding the situations. Finally, developing an app for users to discover, pre-order and save their personalized drink recipes.
Gain The survey data illustrated that consumers are willing to try the extra services provided by the gym, also the benefits from the ways in which the growing trends of smart technology could help them to achieve their health and fitness goals. Most people state that they receive new trends and follow the health and diet information and recommendations from their friends, family and specialists due to their reliability. A fully customizable production should involve customers designing the final products and it would be beneficial to integrate them with their diet plan. Carefully selected ingredients and explanations of the health advantages would help users to ensure the satisfactory content and quality of the drinks.
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Value Proposition Canvas Gain Creators Due to the growing trends in personalized smart technology, the data on gym memberships or from health monitoring devices can be collected and integrated with the nutritional drinks and the customers’ personalized diet plan. The healthy drink recipe recommendation can be designed based on the type of exercise or fitness goals and the drinks can be further customized depending on users’ health requirements and preferences. Promoting the health-related specialist recipe advice on social media allows users to receive the new reliable information, at the same time as showing the customer reviews from the account connection with their friends and family in order to build their trust in the brands and products. So users could easily customize their drinks both from a well-designed platform or a wide range of advanced selections.
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Develop Design Requirements
Benchmark
Differentiation
Idea Generation
Brand Exercise
Task Flow
Wireframe
Digital Prototype
Usability Testing
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Design Requirements Design Brief To develop the UX/UI for the self-service vending machine and smartphone application for users to be able to customized their healthy drinks simply. Also, to create a premium brand experience and build a reliable brand image according to the branding and marketing strategies. UX/UI of the machine To simplify the ordering process enables users to customize a personalized drink by identifying how the final drinks could fit their health requirements, preferences and fitness goals. Next, designing an environment to support user decision-making with proper information provided. Finally, integrating the brand elements into the UX/UI to create the overall brand image of Nutrifitment. UX/UI of the app Develop the smartphone application through which users can manage their recipes and pre-order a healthy drink. Secondly, adding extra interaction allowing other smart technology to be integrated and increase the interaction with the machine. Furthermore, design a platform through which users can make a connection with their friends and family to receive and share new health information, suggestions and recipe reviews. Process - To define the task flow of the UX/UI. - Idea generation from a wireframe drawing. - Digital prototype building. - Usability pre-testing. - User interviews about the digital prototype. - Final delivery facilitation and evaluation.
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Benchmark - Costa Express Costa Express Costa Express Marlow is a self-service coffee vending machine that aims to revolutionize the self-service experience. It is targeting the customers who are looking for an on-thego quick service and high quality of coffee. Therefore, the user experience of Costa Express is designed to provide the easiest and quickest way to ensure that customers could enjoy the same high standard of Costa coffee every time. Strengths: - A clear self-service ordering process enables the customers to purchase easily. - The main operating processes have been simplified into three stages. - The same purchasing experience in the Costa shop provides an extra new self-service interaction experience. - Available in a wide range of drink selections with over 250 options. - Five senses have been integrated into the multi-sensory coffee shop experience and shown in different ways.
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Benchmark - Coca-Cola Freestyle Coca-Cola Freestyle Coca-Cola Freestyle is a self-service soda fountain machine located in the major CocaCola partners and retail outlets. The machine enables customers to create their personal flavours from over 125 different Coca-Cola drink products. So the users firstly choose a base drink and select extra flavourings to mix their personalized drinks. Furthermore, an additional mobile app has been developed for customers firstly to create and save their own favourite drink and then interact with the machine when making an order. Strengths: - The various types of drink options have been divided into 4 main categories. - The 4 categories are based on the products, functions, flavours and customer needs and can be reselected easily. - All Coca-Cola branded have been clearly illustrated on the screen for users to select. - The drinks have been designed with different colours according to the flavours. - The Coca-Cola Freestyle app firstly allows users to customize their own drinks and then interact with the machine.
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Differentiation The differences between the concept of Nutrifitment and other benchmarks have been compared and illustrated in the graph. The comparisons have been defined in 6 areas and a graph presents how the design differentiation of Nutrifitment can be achieved. Although each benchmark has a high quality standard which developed from the professional design companies, it might not fit the areas considered for this project because of the different purposes and markets for the drinks. The similar areas between the benchmarks are the overall experience, usability and features. The overall experience of Nutrifitment should be judged by the ways in which it improves and delivers a better user experience than the existing solutions. The usability and features of the Nutrifitment machine should aim to achieve or improve upon the standard of other machines based within the same market positioning. On the other hand, the differentiation of Nutrifitment is focused on the simplicity, user support and interaction. The beverage markets that Nutrifitment is targeting are the healthy drinks with health and functional benefits. Therefore, it is important to help users to achieve their health goals by providing the information that they need, whilst simplifying the customization process through which customers make their decision. The interaction would not only receive new information when pre-ordering a drink from the app, but also other health monitoring data can be involved to understand user needs and wants depending on their exercise situations and health conditions. As a result, the differentiation of Nutrifitment is considering the overall user experience from a health and fitness perspective and how the benefits can be brought to support a user’s healthy lifestyle.
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Overall Experience
Usability High
Interaction
Features
User Support Coca-Cola Freestyle
Costa Express
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Simplicity Nutrifitment
Case Study - Coca-Cola Freestyle The user experiences of Coca-Cola Freestyle machines have been further understood through interacting with the machine located in the restaurant. The machines provide an innovative interaction experience that encourages users to create their personalized drinks. The user experiences are analysed as follows: Strengths: - The overall operation process is clear and has some similarities with the general soda fountain. This helps users associate the machine with previous experience to achieve their tasks easily. - The top of the menu provides questions to guide users and help them to understand what they should do. Thus the users can answer from the options during each process, which helps them to understand the operative procedures. - The interface of the main menu, sub-menu and guides show at the right time and right places with colour codes and a graph to support a user’s decision-making without confusion. - The app enables users to customize their own mixes firstly from the app and then connect with the machine by QR code. - The drink can be created and saved from the app in the same way as the options on the machine with an extra function that shows the proportions of ingredients. Weaknesses: - The overall time taken to achieve the task of getting a drink is longer with more steps compared with the traditional soda fountain. - The main menu is categorized into only 4 types, but there are too many available options at the next stage, which can cause confusion and extend the time for making a decision. - The maximum possibilities have not been developed since there is only a small differentiation with the traditional soda fountain. - There are no mixture suggestions provided and customers do not know the kinds of mixes that taste good, which increases the number of ‘failed taste’ customized drinks.
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Idea Generation An ideation exercise has been conducted mainly on the approach of simplifying the customization process when ordering a healthy drink. The graph shows the ideas on how to create an environment for the purpose of helping users to make a decision and achieve their task easily in different situations.
Decision Making Extra Features
Simplify Customization Process
Comparable Enviroment
Human Factors Design Style
First of all, a membership card can be connected with the fitness clubs and the payment for the drinks. Personal profiles can be used in both the gym and the machine. After registering the personal profile, health requirements, fitness goals and personal preferences, the ingredient and nutrition requirement data would be suggested by the machine and can be used as a reference standard for individuals according to their needs and wants.
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Secondly, people see nutrition-related expert suggestions or advice by friends and family as reliable sources. So these sources can be designed to suggest to customers what is suitable for them according to their health and exercise conditions and what other orders have been made by their connections. Also, they could write and share the recipe on social networks since the social network is one of the most common ways in which people receive new health-related information and their opinions would show on customer reviews for users to see and use as a reference for making a judgment.
Thirdly, to create a comparable environment to support users during the decisionmaking process, the users would need proper information and knowledge; therefore, different suggestions would show up firstly with the health benefit points and details of the nutrition information. Also, the nutrition traffic light labelling is commonly used on
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Idea generation the food packaging which can be used and shown clearly to understand the differences between each drink with the same standard. After that, users could order a sampling of the recipes and see if they like it or if they want to modify the details according to their needs.
Moreover, three types of ordering process can be selected from the main menu: goals, types of drink and an advanced, fully customized approach. Customers can choose the drinks depending on their health and fitness goals or select a drink depending on the occasion such as pre-workout, post-workout and for weight management. Another type of advanced customization is suitable for the customers who know their needs and want to customize their personalized drink by themselves. The challenge of a fully customized process would be a large range of selections which could confuse the users. Therefore, the fully customized selection would be divided into three stages where users would firstly decide the main ingredients, select extra ingredients and modify the proportions and size of container in the final stage. Different
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ingredients would be visualized in realistic graphics and the related information would be provided when selecting. Before making an order, users could change the proportion by modifying the ingredient graphic and a motion graphic would be suggested according to the average standard. Next, the interface would be involved with the ‘human factors’ and visualize the process as much as possible. So the ordering process would be simplified into about three stages and different guides would be shown properly. In order to match the brand strategies of Nutrifitment, the ordering and production process would be designed to fit the brand image.
Finally, an extra ‘smart’ app would be developed not only to allow users to pre-order a drink and share their opinions, but also to show recipe suggestions at the appropriate time. The possibility is that wearable monitoring devices could be connected and provide advice on the type of drinks that could help them to achieve their goals or support them according to their exercise and health conditions from the health monitoring data.
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Brand Exercise Nutrifitment is positioned in the premium market and aiming to support customers’ healthy lifestyles by using an innovative customization approach to shape a personalized healthy drink for individuals. Therefore, the brand elements include the image of a premium product, life balance and the concept of customers formulating a personalized drink. Different types of brand elements have been explored and the final edition of the brand identity that fits the concept of Nutrifitment has been used and shown as follows: - The character “N” has been chosen since the symbol fits the concept of supporting customers’ healthy lifestyles in different ways. - The concept of formulating and delivering a drink from the machine has been integrated into the brand logo. - The middle of the character “N” represents the main image of a beverage tap and the beverages from a wide range of ingredients which can also be used in the design of the machine to enhance the brand identity.
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Task Flow - Vending Machine The overall task flow on the machine interface takes six steps to achieve the task. However, besides the welcome and production page, the main ordering process is simplified into four stages which are the main menu for ordering the beverage type, the recipe and ordering confirmation. There are three types of selection under the main menu which are the goals, type of drink and advanced customization. After entering each category and selecting an option, the recipes would be provided and users could modify the ingredients in the next stage. In the confirmation stage, it allows users to customize the drink and taste a sampling before making an order. Finally, the drink would be shown as a video to illustrate the production process and with a serving notice during the waiting period.
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Wireframe - Vending Machine After considering the overall usability and the features of presenting the concept and the brand of Nutrifitment, the interface has been defined in a vertical view for operating. Next, the layout of the user interface has been designed and divided into three areas for different purposes. The whole wireframe has been considered from a user-centred design point of view to keep the design consistent and limit the tasks into a short linear order and provide the necessary guidance and operation tools in order to keep the tasks simple to achieve.
Home
Register
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3 types of orders Goals
Drink types
Recipes
Customization
Confirmation
Prodcution
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Digital prototype -Vending Machine After examining the operation process, a digital prototype has been created for the design evaluation and final delivery. As can be seen from the graph, the brand identity has been integrated into the user interface and different design details for supporting users have been described next to the graph.
Process of ordering
Welcome Page
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Main menu
Your Goal
User profile
Type of drink
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Customization
Digital prototype - Vending Machine Development - Universal Formulator The requirements for operation on the user interface have been confirmed when cooperating with the universal formulator project. This shows how the concept can be achieved in this period. According to the process document of the universal formulator and the discussion, the customized drink can be made based on customer preferences and requirements. So the system would determine each property of ingredients from the order and produce the drinks. Different types of recipe can be created from the five main kinds of ingredient. This shows the possible recipes that can be selected and customized by the users.
Currently available recipe
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Confirmation & Extra Selections
Production
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Digital prototype -Vending Machine Here we present the possibilities on how the universal formulator can work with the machine in the further development stage. So there would be a wide range of ingredients available to be set up in the machine, which increases the amount of ingredients and recipes that can be customized to fit a large number of individuals’ needs and wants.
Type of drinks
User Goal
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3 different suggested recipes
Confirmation
Production
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Digital prototype - Vending Machine Here we illustrate the approach of fully-customized process which has been divided mainly into two stages. Due to the wide range of ingredients available that can be customized to fit users needs and wants, the whole ingredients have been simplify in three categories (base of drink, fruits and extra add-on) firstly. After selecting the ingredients, users could customize the flavor and sweetness of the drink before ordering.
Select from base of drink
Select the main ingredients
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Extra add-on
Production
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Digital prototype - Mobile App A mobile app has been created with the same structure as the machine UX/UI, but with other extra functions for pre-order, recipe sharing and wearable device connection. Hence this provides more interaction and convenience to the users without them taking time in front of the machine. Firstly, the app allows users to understand the recipes and customize their drink. After selecting a drink from the pre-order list, a picture of the drink would be shown on the app and users could write a customer review or share the recipe on the network. Finally, if the app has been connected with a health monitoring device, the app would show the suggested recipes according the type of exercise and health condition of the users.
Main menu
Suggested Recipe
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Making an pre-order
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Favorite recipes
Health and fitness trends
Settings
Wearable device connection
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Usability Testing Two participants who experienced the Taiwanese Bubble Tea stores and the Coca-Cola Freestyle machine were invited for the user interviews on the UX/UI. Due to the visiting and evaluation experiences and their behaviours vis-Ă -vis drinking nutrition beverages, both of them seem capable of making a judgment for the UX/UI testing in this case.
Christina Pishiara What do you think of the overall experience of the UX/UI? I liked it very much. It was easy yet classic. The process of ordering a drink it was fun,entertaining, it was not boring. What do you think about the customized process of making an order for a healthy drink? I think it gives me more freedom and choice to order what I like. It gives you choices and variety. It is an easy and straightforward UI. Do you think the approach of customization can fit your needs? Yes, definitely can fit my needs. There is a variety of options. So many categories and options that can fit everyone. Have you found any confusion or difficulty in achieving the task? No everything was very easy to use and understand Have you found any features of the UX/UI that attracted you? I liked the design,the layout and the nutritional information included in any recipe and in the customisation section. Do you think the UX/UI is capable of being used in different situations? Yes, I think you could use the program for any goals even if it for muscle building or weight loss. Are there any ways in which the UX/UI can be improved? Maybe the graphics. It can be more stylish and elegant and more sporty.
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Usability Testing Yiannis Hadjipapas What do you think of the overall experience of the UX/UI? I believe the overall experience is perfect. The layout of the UI was kept as simple as possible. All the relevant information is illustrated in a way so anyone can understand and use them for their own benefits. What do you think about the customized process of making an order for a healthy drink? I really liked the customisation part and the displaying methods used for making changes and adding ingredients. The use of dropdown lists and the scrolling feature for ingredients is nice and appropriate. Do you think the approach of customization can fit your needs? Yes it can, because it gives options so you can make your own drink and you can easily make changes. For example add more calories when you didn’t have a meal or add more carbohydrates for more energy or less to help weight loss. Have you found any confusion or difficulty in achieving the task? No, I found the whole process easy to understand and straightforward. I didn’t feel in any point the need to ask for help while using the UI it was like I used it before I knew what to do and what’s next. Have you found any features of the UX/UI that attracted you? Yes, I really liked the customisation section, I think even through it is a difficult and confusing to make a unique drink, the UI made it simple and fun. Moreover, I did enjoy the making video when ordering a drink. Do you think the UX/UI is capable of being used in different situations? Yes of course, anyone with or without experience on nutrition and dieting can simply use the program for any type of drinks. Are there any ways in which the UX/UI can be improved? I believe it is good and promising. Maybe it can be improved on the social part. Add Facebook buttons so the user can like and share the experience.
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Deliver Marketing Stragegies Brand Concept Scenario
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Marketing Stragegies After considering the market opportunities, the original concept from the design strategies and management module has been updated and the marketing strategies have been redefined for the new brand of Nutrifitment. The 5p marketing tool has been selected to ensure the direction of the concept. The target users are the gym goers and premium users who are looking for a healthy lifestyle divided in four age groups: 16-24, 25-34, 35-44 and aged over 45 years. The main product of Nutrifitment is delivering a freshly made healthy beverage that enables individuals to customize their personalized drinks. The machine would operate within the premium fitness clubs and be located in the lobby, lounge or exercise areas. By cooperating with the fitness clubs, it would add convenience if the membership card could also be used to pay for the drink. The basic price would be an average price considering the consumer budget for nutrition products of about ÂŁ2.00 per serving. The main promotion channel would be social media which is the general approach through which customers find new health-related information. In order to build the brand trust, it would ideally have recommendations from nutrition specialists. Finally, becoming involved with special sporting events would be beneficial to create the premium image for Nutrifitment.
Marketing Mix Product
Freshly made
Average price
Healthy drinks Functional Individuals Customizable
People Gym goer
Premium gym
Pay with gym membership Extra benefits rewards (add-on)
Premium users Healthy lifestyle
Place
Price
4 age groups
Social media
Promotion
Expert, Nutritionist, Doctor
Advertisement ( e.g. limitation
Reception, lobby, lounge
package of bottle)
Exercise area
Special event (tennis / golf)
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Brand Concept The name of “Nutrifitment” is orginally comes from the concept of delievering an suitable personalized health beverage customised for individuals by the self serve vending machine. Nutrifitment is the combination of nutriment and fitness, so the “nutriment” can be a noun used to mean food and “fit” indicating fitness but also meaning appropriate or suitable. Another meaning is that since ‘ment’ sounds like ‘meant’ which can mean intended. By adding these meaning in ‘Nutrifitment‘ can summarise ‘an exactly suitable health drink customised and intended for you. The brand strategies of Nutrifitment is targeting both gender with age group over 18 years old in the premium fitness club market. Based on the research results, the market segment has been define in health related beverages which covering the general wellbing, functional and weigh management beverage markets. Same as the concept, Nutrifitment is positioning the brand in promoting and supportting healthy lifstyle for individuals by delieveing a customized user experience of healthy drink from the vending machine. The further detals of brand concept has been summarided in the graph of brand identity. The stategies have been created and defined into four directions which are sender, recipient, internaization and externalization. There have further six aspects shown with key words to illustrate the details of the Nutrifitment identity (physique, relationship, reflection, personality, culture and self-image) which has been intergrated into the design of brand, UX/UI and the veding machine.
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Sender
Personality
Fresh
Healthy Fits
Active
Challenge
Green
Trends Flowers
Relationship Support Personal Preference
Brand Identity
Culture Premium Quality Sport and Nutrition Individualism Sophistication
Reflection
Self- Image
Well-being and active people
I am fresh and beneficial
Perfectionist
I am special and premium
High-end healthy drinks
I am sociable Recipient
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Internalization
Externalization
Physique
Scenario
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Description of UX/UI
- Here we show the brand advertisement and new trends of health information.
- The suggested health and nutrition serving data would be calculated after users entered their personal profile. - The user and expert connection can be created and their suggestions followed and the review of the products created.
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- After entering the specific recipe, there are three types of recipes showing on the screen for users to compare. - The nutrition information, benefits and customer review from the connection would be shown in this area for users to make a decision easily.
- The confirmation page allows users to customize ingredients and proportions with a sampling taste before making an order. - The production video and serving notice would be shown during the production period.
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Conclusion Summary of project The project of an innovative customized health drink from a self-service vending machine has been further explored from the original concept in the design strategies and management course. Moreover, the concept has been redefined according to the insights from the discovery stage. After considering the market opportunities and brand positioning, a new brand concept of Nutrifitment has been defined to target the premium market firstly through being placed in fitness clubs to help gym goers to achieve their health goals. The development of the whole concept has been through cooperation with another colleague who was responsible for the ingredient recipe and the hardware of the machine. Furthermore, the method of using universal formulator technology in the machine and the operation requirements of the user interface has been confirmed during the discussion with Dr. Harris (Charalampos) Makatsoris and Mr. Samet Isaev (Svetlin) to ensure the possibilities and development of the concept. As a result, the brand and UX/UI have been developed properly according to the research requirements to fit the overall Nutrifitment concept and the machine.
Achievement The main challenge of this project for the UX/UI is the approaches to simplify the customization process when ordering a healthy drink since the decision-making for customers in this case involves health- and nutrition-related knowledge. On the other hand, a wide range of ingredients, recipes and proportions are available to be customized from the machine which causes the complexity of the ordering process.
Design approach Therefore, the UX/UI design was mainly focused on how to simplify the customization process for delivering a better user experience. Before entering the development stage, various primary research activities have been conducted based on the literature review. According to the insights therefrom, the UX/UI has been developed to create
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an environment in which users can easily achieve their task of customizing a nutritional drink suitable for different situations. Finally, the design has been evaluated to ensure the delivery meets the brief and design requirements.
Contribution As a consequence, the development of a customized health drink has contributed to the understanding of user behaviour, preference requirements and decision-making in the healthy drinks industry. Moreover, the final design shows how the UX/UI can achieve the challenge of simplifying the customization process according to individuals’ needs and wants. The possibilities of connecting to a wearable device brings the concept of the next development stage concerning how Nutrifitment can be not only simple, but also ‘smart’ to support customers’ healthy lifestyles. Finally, the branding and marketing strategies have provided suggestions on how the concept could work in the business plan based on the market and customer research.
Limitations & Further Development Although the UX/UI has been created and evaluated, it is necessary to test the concept with more target users with different genders, age groups and goals to discover and understand users’ behaviours and preferences when interacting with the machine in the fitness clubs. Within the limitation of the overall project time, the concept has proved the possibilities of adopting the universal formulator and the available numbers of recipes has been built and confirmed in this period. Therefore, the further development would be to keep cooperating with the universal formulator and engineering in order to completely design and test how the UX/UI and the machine could be improved to fit the concept of customizing healthy beverages. Last but not least, the growth trend in monitoring wearable devices and ‘smart’ technology interaction can be seen as a further development of how the system could bring extra benefits for enhancing individuals’ healthy lifestyles in the future.
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Unger, R. and Chandler, C. (2012). A project guide to UX design. Berkeley, Calif.: New Riders. Winzelberg, D. (2012). Everything You Need to Know About Coca-Cola Freestyle Dispenser. [online] The Coca-Cola Company. Available at: http://www.cocacolacompany.com/stories/everything-you-need-to-know-about-coca-cola-freestyle [Accessed 21 Aug. 2015]. Zytronic Displays Ltd, (2015). Zytronic partners with The Coca-Cola Company™ on new beverage dispensing platform. [online] Available at: http://www.zytronic.co.uk/ assets/Case-Studies/POSCocaCola2014.pdf [Accessed 21 Aug. 2015].
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2015/6/20
Customer Customization Drink - Online Survey
Customer Customization Drink - Online Survey We are two passionate product designers in the process of developing a brand for customer customization drinks. The brand will be consisted of a specialized vending machine that customers can use to customize and personalize their own drink. The drinks would be healthy alternatives for any time and customized on each individual preferences and wants. This Survey aims to understand and identify the needs and wants of potential customers and form a more user centered design brand/concept.
1. Age Mark only one oval. 18-24 25-34 35-44 45 and over 2. Gender Mark only one oval. Female Male
General 3. Are you a Gym goer Mark only one oval. Yes No 4. How important is for you being active and healthy? Mark only one oval. 1
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Not important
Extremely important
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https://docs.google.com/forms/d/14WcE29vzez2LBrZELZzL_BeELo_6icS4vLSk1i1WLaM/printform
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2015/6/20
Customer Customization Drink - Online Survey
Customer Customization Drink - Online Survey We are two passionate product designers in the process of developing a brand for customer customization drinks. The brand will be consisted of a specialized vending machine that customers can use to customize and personalize their own drink. The drinks would be healthy alternatives for any time and customized on each individual preferences and wants. This Survey aims to understand and identify the needs and wants of potential customers and form a more user centered design brand/concept.
1. Age Mark only one oval. 18-24 25-34 35-44 45 and over 2. Gender Mark only one oval. Female Male
General 3. Are you a Gym goer Mark only one oval. Yes No 4. How important is for you being active and healthy? Mark only one oval. 1
2
3
4
5
Not important
Extremely important
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https://docs.google.com/forms/d/14WcE29vzez2LBrZELZzL_BeELo_6icS4vLSk1i1WLaM/printform
1/8
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2015/6/20
Customer Customization Drink - Online Survey
Customer Customization Drink - Online Survey We are two passionate product designers in the process of developing a brand for customer customization drinks. The brand will be consisted of a specialized vending machine that customers can use to customize and personalize their own drink. The drinks would be healthy alternatives for any time and customized on each individual preferences and wants. This Survey aims to understand and identify the needs and wants of potential customers and form a more user centered design brand/concept.
1. Age Mark only one oval. 18-24 25-34 35-44 45 and over 2. Gender Mark only one oval. Female Male
General 3. Are you a Gym goer Mark only one oval. Yes No 4. How important is for you being active and healthy? Mark only one oval. 1
2
3
4
5
Not important
Extremely important
145
https://docs.google.com/forms/d/14WcE29vzez2LBrZELZzL_BeELo_6icS4vLSk1i1WLaM/printform
1/8
Persona
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