TAPPING INTO
YOUTHS NEEDS
PARSONS INTEGRATIVE STUDIO IS1 SPRING 2022
Meaningful Born in 1997-2012
First, let us define who are the youths.
Curious
Gen Z Digital
Dynamic Impact
These generation are exposed to big social issues from human rights, politics, until health. War
Recession
Pandemic
Which affects directly to their wellbeing…
Source: AECF, First Up, Medical News Today
And lead them to demand a medium.. A way to look inward.
A channel to express themselves.
A place to connect with others.
Source: Insights on In-depth Interview
To tap in to their needs, we ask them about their way to relieve their stress Food & Cooking Music
Shopping
Pet
Sport
Game Drug
Sample: 30 people
Directly to food, we see there is an opportunity for VICE to accommodate their needs.
By levelling up the Munchies Recipe Section Drive users to cook & share as an action for well-being
Enhance the users experience on VICE website
Introducing
Munchies M
d
Munchies Mood A virtual experience that gives users a personalized & curated content. The vision is to support on Gen Z’s well-being through food experience .
Start Exploring! https://bit.ly/Munchiesmood
Quiz Implementation Strategy A personality quiz helps users become more aware of the connection between their emotions and food.
Action:
Self assessment Effect:
Self awareness
Design the quiz with experts
Gain for VICE
Customer insights
Food Quiz Library To curate more personalized content, a redesigned recipes section is organized around specific categories.
Action:
Cook the recipes Effect:
Mindfulness
Implementation Strategy
Hassle-free user experience
Gain for VICE
Website traffic & promotion
Space Implementation Strategy
Gain for VICE
An recipe-sharing room for each category to connect and share their food experiences. Community agenda
Action:
Share with others Effect:
Sense of belonging
Brand awareness & virality
Munchies Mood will holistically bring added value to VICE
Leveraging Munchies brand to develop future projects (co-creation, festival, etc) Activation
Sponsorship
Engagement
Ability to create branding package for brands to tap in on Munchies Food Library Increase customer loyalty & trust
In the future, Munchies Mood will have the potential to go beyond
Munchies Mood 2022
Munchies Mood 2023
Virtual experience
Virtual experience In-person collaboration with retail supermarket
Munchies Mood 2027
Virtual experience In-person collaboration with retail supermarket, museum, and park Global marketplace
Moreover, none in the industry have done this initiative
User stops at Recipes
User stops at Quiz
User stops at Recipes
Food to improve mental health
Quiz
to Look Inward
Food Library to Express Creativity
Space to Connect with Others
Altogether, we will create an ecosystem for Gen Z
to truly assess, learn, connect, and seek solutions.
Aware
Assess
Munchies Mood
Connect
Learn
Let’s be more
aware and mindful with ourselves!
Good Food, Good Mood
People Behind Munchies Mood
Eve
suene238@newschool.edu
Lakeisha
pradc438@newschool.edu
Thita
tunlt065@newschool.edu
Strategic Design & Management
MS SDM | Integrative Studio 1
Thank You Integrative Studio 1
03 February 2022