SCENARIO MOTIVATION POSITION MAP INNOVATION MOODBOARD POSSIBLE CONCEPT PERSONA TOUCH POINTS STORYBOARD Politecnico di Milano / Scuola del Design / PSSD / a.a. 2012\2013 Design Innovation and Design Methods Final Presentation
FUTURE STEPS
SCENARIO
SCENARIO
Nutrition
Measurable
Eatable Pack
+ Value Customized
Travel Health
MOOD BOARD
MOTIVATION Packaging Data
183 33%
The amount of packaging sent to final disposal is declining rapidly, as recovery rates - and particularly recycling rates - continue to increase.
consumption of packaging
AVERAGE
recycling rate
Waste Data *data from 2008 EUROPEN statistics in EU-15 Average
65
82%
70%
69%
41%
35
0
Recycling Data *data refers to the year 2008
1998
2008
31%
MOTIVATION
12 million 67.2 % 39 %
Italians EAT OUT Rome
of them lives in a big city
of them works in an office
*data refers to CONFCOMMERCIO and ISTAT
Bad Food Habits
2X
worldwide prevalence of OBESITY Nearly doubled between 1980 and 2008 * data from CONFCOMMERCIO and ISTAT
In the new age of watching weight and counting carbs, where people struggle to eat well every day eating out is a massive hit. It seems like it’s impossible to eat a nutritious meal out of the home.
POSITIONING MAP Tangible Corn husk Packaging
9
2
Mushroom Packaging
10
6
Fruit Bag & Egg Shell Bag
9
2
6
1
9
Romato Bowls
6
10
Corn Bottle
Green Gym Food fun
Visible message
8
10
8
10
6
69
2
9
59 Orange juice
SUSTAINABLE
9
8
8
9
Shops
6
7
HEALTHY
9 10
Can Deposit
SUSTAINABLE
8
Cycling event
5
9
1
9 8
9
Invisible message
8
Burn Food Love Food Hate Waste
10
8
10
4
4
8 Graphic symbol
Oliver-Obama
2
10
Service
10
Product
Intangible
Feasible Healthy Sustainable
INNOVATION
Packaging Innovation What once was considered as waste now becomes a valuable and eatable component of your daily diet.
EATABLE NUTRITION COMPOSTABLE WASTE
1
Healthy Life On-The-GO Eat healthy wherever you are or wherever you go, or simply spice up your food and drinks with 100 % natural ingredients
2
POSSIBLE CONCEPT VALUES
PERSON AS
Raise more convinience
BRAND
Waste less Flexibility Healthy Nutrition Be special Add something to the product
KIND OF SINESS BU
B2C B2B
NEEDS to
Right portion
SA TI
Y SF
Business Business to to Costumers Business
MAIN AI
M
RS E N
Generate new value Education on nutrition
Micro kitchen chefs Ingredients producers Research Labs both eatable materials and food and nutrition
SE
PAR T
The pregnant daughter The housewife Mum The gymnastic Son The Businessman dad
DUCTS O R P strips that add nutritional value to your food
B2C
S CE I RV
Restaurant Advertising event with food to taste Blog Magazine
B2C
Costumized packaging Promotion in concept store
B2B
value adding eatable packaging
B2B
Have all nutrition with you at home as well on travel Eat healthy food out of your house
B2C
More sustainable way to product differentiation A better image Add value to the product (new potential)
B2B
Business Map
POSSIBLE CONCEPT Our concepts are developed for 2 different areas the B2C and B2B. It is important to address with our innovation both sectores, since influencing the way packaging is created is mainly a question of the Producer of the actual content. To spread our Vision and help the people to improve their health, we h a ve o n t h e o t h e r h a n d concepts that are directed at the B2C market. That allows us to talk to the people directly.
POSSIBLE CONCEPT
STICK Our sticks are rich in nutrition and flavor. You can put them in your food or drinks. They dissolve in liquids.Come in a convinient size. The barcode connects you to our page, where you can read about the ingredents.
POSSIBLE CONCEPT
LABEL
PERSONAS
B U S I N E S S M A N FAT H E R -
51
ANTONIO is the MARKETING DIRECTOR of a pasta producing company. He is concerned about his work and he is always looking for new opportunities for that. He spends most of his time in meetings and travelling. He tries to spend the of the time with his lovely family. EATING HABITS Loves beef Spends 1,5 hours a day eating Eats in restaurant at lunch Spends most of the time sitting Has no time to eat
ON THE GO
PERSONAS
HOUSEWIFE MOTHER -
48 BIANCA is a house wife and spends most of her time in the house. She has a lot of hobbies such as cooking, reading and painting. She prepares the breakfast every morning for all of the family and lunch for his son Santos. It's Bianca that is responsible for buying the groceries in the family and she usually does that together with her daughter Alessia. EATING HABITS Loves apple pie Spends 3 hours a day eating Eats home-made food Loves cooking and sharing recipe Cooks for all the family
FAMILY CHEF
PERSONAS
PREGNANT DAUGHE TR -
25 ALESSIA has graduated in Architecture and she is interested in sustainability and green design. She reads a lot of magazines and shops in Milano. She is pregnant at the moment and engaged to Mario, but they haven't got an own apartment yet. She is going to be an apprehensive mother since she is reading a lot of book about having babies. EATING HABITS Loves vegetables Spends 3 hours a day eating Reads magazines Visits the showrooms in Milan Is interested in baby nutrition
NUTRITIONIST
PERSONAS
GYMNASTIC
SON
-
20 SANTOS was born in Brazil and was adopted by Antonio and Bianca. At the moment, he is studying and working as a model on a part-time contract. He is attending the IULM University in Milano with bad results. He spends most of his time in the gym improving his muscles. He also like to go out with friends for apertivo and dancing. EATING HABITS Loves egg and meat Spends 1,5 hours a day eating Eats fast food often Loves gym Eats only proteinous food
SPORTY BOY
STORYBOARD
INGREDIENTS: 50% VITAMIN 15%
ANTONIO IS ON THE PLANE
SERVICE
PRODUCT
PRODUCT
BtoB
HE SCAN THE QR CODE OF THE STRIPE ...
NEW EATABLE PACKAGING
BtoB
NEW EATABLE PACKAGING
SERVICE
...AND HE GET FOOD...
Our company carries out a thorough study of the possible packaging fits your product. Our packaging are
SERVICE
PRODUCT
customizable and give you a new personality to your image. Our packaging will be all eatable
ANTONIO PASTA EAT THE PACK!
IDEA
BtoB
IDEA
HE WENT TO THE WEBSITE
AND DISCOVER A PRODUCT
THAT DECIDED TO USE FOR HIS COMPANY
STORYBOARD
WWW. NUTRIGOUS.COM
2012 COOKING CONTEST PREPARE THE BEST DISH WITH OUR NEW PRODUCT
COOKING CONTEST
MUM FIND A MAGAZINE ON THE TABLE..
...AND FOUND INSIDE A TICKET
JOIN
MUM GOES ON THE WEBSITE
CO
MUM WENT TO THE CONTEST PLACE..
AND COOK WITH NUTRIGOUS PRODUCT
O KI
N G C O NTE
ST
MUM TAKES PART IN THE COOKING CONTEST
STORYBOARD
NEWSLETTER
@ ALESSIA RECIVED A NEWSLETTER
A SHOP ASSISTENT EXPLAIN THE PRODUCT
NEW FLAGSHIP STORE IN TOWN FIND US IN OUR STORE IN VIALE ZARA (MILAN)
...ABOUT A NEW SHOP IN MILAN...
ALESSIA BOUGHT NUTRIGOUS PRODUCT
AND SHE DECIDED TO GO THERE..
AND SHE RECIVED ALSO A MAGAZINE
STORYBOARD
12
SANTOS IS STUDYING...
IT’S TIME FOR EAT...
HE GOES TO THE VENDING MACHINE
BLOG
PRODUCT
Santos, 22 IULM Milan
HE ENRICH THE FOOD WITH NUTRIGOUS
TOOK A PICTURE OF IT AND..
CHECK OTHER NUTRITIONAL PRODUCT
TOUCH POINTS PERSONAS MAIN USER ACTIONS/INTENTION Capture
Review
Buy
Use
Share
FORMATS main magazine e-magazine
university
TOUCH POINTS
home
restaurant
on board
Publications Online Platform Events Selling points Backup
newsletter 3rd party magazine main website blog database serial contests fairs TV programme molecular gastronomy
microkitchen Online platform
Backup
Publication
NUTRIGOUS TOUCH POINTS
Events Selling points
TOUCH POINTS PROPORTION
sample food main products restaurants supermarkets vending machines research facilities
FUTURE STEPS
TOMORROW 'S HEADLINE Let’s cook with paper ! —A cooking contest in EXPO 2015 Milano Nutrigous is a rising brand who sells nutrition and ingredients for cooking in paper form. Nowadays, we can already discovered their products in the supermarket and store. They aims to create a balance between quick pace life and correct nutrition from food. So their paper-form product has became popular during businessmen and young people. While in EXPO 2015, Nutrigous held a cooking competition using all the ingredients by their food. Actually, they already has a online platform for the use of exchanging recipe. With the rising passion of their clients, finally these chefs can find a place to show off. In the end, people with the most creative idea of using Nutrigous products won the first prize and he received the access to participate the research lab, becoming the new product consultant for this brand in the following season.
FUTURE STEPS F U T U R E
S T E P S
s
After that we will enter there user testing phase, where we in an iterative process of prototyping and testing will optimize our product.This will happen in focus groups to optimize taste, color and other variables.
ic h p a r og rch n a Eth ese R
Lit era Re tur vie e w
hic
The ethnolographic research is a central part in our research and aims to analyze the behavior of people in context with food. In this way we will be better able to understand their needs and challenges.
rap og ch Psy
oto y Ph raph og n h Et
In cooperation with molecule cooking and scientist, we start with a literature review of the articles and the progress on food production, conservation and eating habits.
l
a on i t rva rch e s Ob esea R
User Testing
Interative Design
Focus Groups
Visual Exploration Colour
THANKS