Cook and Chat!
main partner
Faction group Abstract Dusan Dojic Fabio Carnevale Maffé Helena Wawrzeniuk Luigi Partipilo Vahid Daem Inanloo
The project is a Product Service System developed on today new trends about Socializing. The group, after a work of research an selection of possible new trends inside the society, has developed a scenario based on the most interesting one. The scenario is a possible future on the theme of “socialing around the kitchen”. It has been developed in a product service system for the city of Milan. The PSS is called “COOK IN”, and main aim is to help young guys on socializing in the real and virtual world through a cooking place held by COOP and a virtual place held by FACEBOOK.
Politecnico di Milano PSSD AA 2008/2009 03/02/2009 Materials for Design prof. Gianluca Brugnoli prof. Sergio Fabio Metadesign prof. Clino Trini Castelli prof.ssa Luisa Collina cultore: Valentina Auricchio cultore: Innocenzo Rifino Rappresentation and communicationof the project prof. Giuliano Simonelli cultore: Innocenzo Rifino
INDEX
01. Trends
04. User perspective
Inspirational Mindmap
Users General traits Personas Storyboard Customer journey Key elements for the user Possible new users
Make it Real Follow the blues My Mind’s Color Melting Pots Time Tunnel
02. Scenario Building Vision Keys of the vision Scenario: why and how Motivations Innovation
03. Company perspective The company main values Coop users Coop brands Existing services Company positioning Service positioning Direct Competitors Indirect Competitors Why Coop Main partner Facebook users Facebook positioning Companies Swot
05. Pss description Description Service map Actors System map Logo Location Description of the place The cooking area The living area Service products Possible alternatives Benefits
01 Trends
MINDMAP
from the articles to the trends MUSIC HAS NO PLACE
TRENDS
01
06
MUSIC IS FREE DANCING IN THE SILENCE STREET MUSIC TUTOR
EVERYWHERE CONCERTS
INTERNET MUSIC
EXCHANGING MUSIC ART SOCIALIZING INTERACTION ART CULTURE PESPECTIVE FROM OTHER POINT OF VIEWS EXHIBITION IN STRANGE PLACES
CONTAINER ART BREAKING STEPS STEP IN TO OTHER SHOES
ART PARTICIPATORY
VIRTUAL CONNECTIONS
STRONGER LINK TO REALITY
MEETING ON THE SURFACE SECOND LIFE
CROSS CULTURAL CONNECTING WITHOUT KNOWING
BUY YOUR FRIEND A DRINK
06
PARTIES THAT COOK
FOOD ENTERS INTO THE WEB TO IMPLEMENT FOOD SOCIALIZING
FOOD SOCIALIZING
EATING CULTURES ON THE BORDER CONNECTIONS STRONGER LINK TO REALITY NEED FOR REALITY
VIRTUAL TOOLS FOR REAL SOCIALIZING
FACEBOOK PARTY VIRTUAL GIFT
NO SPACE TO EAT AT HOME UNUSUAL WAYS OF HAVING LUNCH
TRENDS
01
LA CENA DEGLI SCONOSCIUTI
MAKE IT REAL
virtual socializing, sharing informations
TRENDS
01
Internet is today’s basic instrument of communication. People are connecting with each other based on their interests, knowledge. By breaking the boundaries of virtual life, and combining it with the reality we could provide us the better and healthier future.
FOLLOW THE BLUES
01 TRENDS
big city, starting from children, one community
Project of service for children who are living in the big city . Idea is an answer to a problem of lack of integration between citizens. Inhabitants of metropolis are often immigrants from different countries who don’t feel that they belong to a place they live in. Project is focusing on children because in childhood , people build their basic identity and behaviors towards others. Integration process is gathered around arts/music/nature based activity in the centers in every zone of the city.
MY MIND’S COLOR
art participate, experiment new product, leave a sign
TRENDS
01
Temporary art installations bring people together sharing an artistic activity. A showroom of a colors producer company could be the best place to organize art participate experiences. People can experiment new products in preview, just leave a sign creating new colors, take part in the company research activity with a participatory design approach with constant comparison with the customers.
MELTING POTS
01 TRENDS
sharing knowledge, materiality,“connecting food”
Food is one of the socializing themes in everyday life. Sharing and knowing new cultures trough their own dishes is one of the characteristics of the new global world. People today are becoming more and more involved in what they eat and how to cook it, in a growing need of knowing and exchanging their abilities with others. To cook, first of all, is an old new way of return to materiality and real connections in a “dematerialied” world.
TIME TUNNEL
no border, cross cultural socializing, virtuality
TRENDS
01
In todays world video chat, voice chat, messaging are the major virtual comunication tools. but what is mmissing here is the feeling of a face to face communication in the real world.the trend is toward using communication tools which are more realistic and have the same feeling of a face to face communication. the tunnel between new yourk and londen is on of them.
02 Scenario Building
COOK AND CHAT
Kitchen as new socializing experience
KEYS OF THE VISION
4 Activate yourself!
The vision is based on the kitchen world, a place in which persons stimulate all the senses and return to a touchable experience instead of the generally aseptic life inside a big city like Milan is.
The service want to enable people to take active and to take part to the service in a free socializing way.
2 5 Close friendship and brand new friend Several levels of experience Today the dinner is the really moment shared with family and friends in which to chat freely. We want to keep this activity and the cooking one like central inside the expierence, like moment of strenghtening friendship and meet new person in a natural and free way.
The service want to give the possibility to the user to interact on different levels: His own cooking and eating expierence inside the kitchen; the socializing expierence inside the kitchen; the socializing expierence on the web through a community.
3 Community and collective sense
6 You know what to do
We want to make the kitchen place a shared place in which people share their expierence creating a fusion of knowledge and ability.
Through the cooking activiy we want to make persons more conscious about the healtness around food.
SCENARIO
1 Return to materiality
02
SCENARIO: WHY AND HOW
today needs for the future created scenario
SCENARIO
02
NOISES
RUNNING CITY CROWDED CITY
MILAN
GO OUT FOR DINNER NO TIME TO COME BACK TOO LATE ORGANIZE FOR COOKING DINNER NO TIME FOR FRIENDS
ACTIVATE THE USER
STUDENTS WORKERS
NO TIME
LEAVING SPACE
SHARED KITCHEN
FAMILIAR PLACE
REAL SOCIALIZING KITCHEN
SOCIAL NETWORKS
PROBLEMS WITH FELLOW-TENANTS
HOME PROBLEMS
TOO SMALL KITCHEN
QUALITY DINNER AT CHEAP PRICE
NEW WAYS OF SOCIALIZING
SOCIALIZE ON THE WEBSITE
VIRTUAL SOCIALIZING PLACE
READY TO COOK STATION
BRING ONLY YOURSELF AND YOUR FRIENDS
DISCOVERED TRENDS
“COOK IN” COMMUNITY
KNOW SERVICE USERS SHARE THE UPLOADED MATERIAL TO ORGANIZE THE DINNER SIMPLY CLICKING
INNOVATION
Get ready The service provides everything for the user. You have only to book the table from internet.
The “cook in� Kitchen THE PLACE
A place in which you share your cooking abilities and you cook with the others.
A never stop experience The members of the service are always connected through the wen and the community inside Facebook.
02 SCENARIO
innovative elements inside the service
MOTIVATIONS SCENARIO
02
1 Take it simple
2 Think only to have fun
Simplify all the activity needed to organize a dinner inside Milan, avoiding problems of distances and time.
Give to user the possiblity to think about the dinner like amoment of complete fun avoiding the activity of cleaning. He has only to enjoy cooking, eating and chat inside a relaxing place.
03 Company Perspective
COMPANY PERSPECTIVE
06
Coop represents the main Italian movement Cooperative Consumers. It started in 1854 and today the brand manages also a supermarket network that is the main actor of Organized Distribution in Italy
THE COMPANY
coop mission
03 COMPANY PERSPECTIVE
COMPANY PERSPECTIVE
06
Supply quality goods at convenient prices for partners and consumers 1 Protect
2 Promote
consumers health and interests partners savings
solidarity and equity values social responsability of the companies for a market respectful of human being and environment
MAIN VALUES
consumer counsciousness
COMPANY PERSPECTIVE
03
healthy lifestyle new social equity Coop promotes several campaigns about consumer counsciousness through retail channel (supermarkets, hobby centers, travel agenicies), through the program “Educazione al Consumo Consapevole” in the schools and through newspapers and web information
Coop spreads healthy lifestyle values with the huge campaign information “Alimenta il tuo benessere” and it promotes a new social equity giving exclusive selling channel to social community as prisoners and farmer involved in the Mafia fighting
MAIN VALUES
respect for the environment
03 COMPANY PERSPECTIVE
06
energy saving biological food
Coop pays attention to products packaging to not waste materials and it aims at rechargeable and ricyclable products. It promotes biological food and it spreads sustainable culture through several campaigns
Coop has joined Green Light European Program as the first Italian big distribution chain and it has begun to install solar panels on the top of their supermarkets. It has been prized with Green Light Partner Awards 2006
COOP USERS
from red cooperatives to the whole society
03 COMPANY PERSPECTIVE
06
Coop historic goal was to let family with low income to accede at quality goods.
Nowadays,without losing his identity, Coop with all his activities, from small supermarkets to huge malls, turns to a big part of the population, mainly the low and medium class of the society, but really diversified for incomes and age.
COOP BRANDS COMPANY PERSPECTIVE
03
not just supermarkets consumatori Il mensile dei soci coop INFORMATORE
VIAGGI PER TURISTI RESPONSABILI
BLOGS AND NEWSPAPERS TRAVEL AGENCIES LIBRARY
MOBILE COMMUNICATION
in
SUPERMARKETS
& Coop spreads the same philosophy through all the brands. Our analysis has mainly focused on empowering and creating services for Coop Big Distribution to reach directly the consumer and involve him in his values
HOBBY CENTERS
EXISTING SERVICES
being sociocoop
COMPANY PERSPECTIVE
03
1 Shopping advantages
2 Sociocoop rights
Discounts and promotions Sociocoop reserved Self-service fast shopping through Salvatempo “La spesa che non pesa” Online shopping in Rome
Take part in budget meetings of the company Social loan with cut rate
COMPANY POSITIONING 03
SERVICE ORIENTED
PRODUCT ORIENTED
COMPANY PERSPECTIVE
20 - 40 YEARS ATTRACTIVE
40+ YEARS ATTRACTIVE
Coop aims a lot at consumer counsciousness. To empower this side should create services that accompany consumers until real product consumption. Beyond Coop image is not fresh and young anymore and is not really attractive for the young generations
SERVICE POSITIONING 03
services
ALONE
COMPANY PERSPECTIVE CONSUMPTION
SHOPPING
COMMUNITY
Coop services are now mainly related on shopping. To empower consumer consciousnes, sense of community and to communicate better his main values and efforts, Coop could create services directly related to goods consumption
DIRECT COMPETITORS COMPANY PERSPECTIVE
03
big distribution leaders
“S LONG, PRICE SHORT”
“THE POWER OF CONVENIENCE”
It’s the main Italian private company of the Big distribution. It was born in Milan in 1954 and it’s the leader of the Big ditribution in the city, where it has his headquarter. It operates in the Noth and in the Centre of Italy with 130 shopping centre It’s the most relevant Coop competitor and it’s engaged with a strong controversy with Coop about tax adavantages.
It’s one of the main Big Distribution company all over the world. It was born in 1961 in France and it operates in Italy in 11 regions with 49 shopping centre. It’s the main foreign Coop competitor in Lombardia and it involves the consumer with a lot of services beyond food shopping, Auchan represents also Gas Stations, energy supplyer and communication mobile and it control Sma city-supermarkets, too.
Pro
Pro
Interested in Milan where it has his headquarters and the major part of the market
Service match brand philosophy Different products and services offered
Cons
Cons:
It doesn’t promote any activity beyond shopping
Auchan hasn’t a strong image in Milan
DIRECT COMPETITORS
big distribution leaders
03
“PROMISE KEPT”
“QUALITY ARTiSTS, CONVENIENCE MASTERS”
It’s one of the first european Big Distribution company. It was born in 1959 in France and it operates in every Italian region with 57 Carrefour and 468 GS hypermarkets, 995 DiperDi small supermarkets and 20 DocksMarket and GrossIper cash and carry. It represents 10 gas stations and it involves the consumer with a lot of services. Carrefour group is decreasing his engagement in Italy in favour of investiment in emergent countries.
It’s a cooperative formed by 8 regional sections. It was born in 1962 in Bologna and it operates in every Italian region with 1301 Margherita small supermarkets, 1.317 Conad supermarkets and 26 hypermarket E. Leclerc - Conad. It offers to the user a resonable quantity of services beyond food shopping. It represents a mobile communication brand and it was the first big distribution company in Italy involved in Gas Station.
Pro
Pro
Huge quantity of different products and activities offered that involves the consumer
Shopping centre in every Italian region Resonable quantity of services
Cons
Cons
It’s notably decreasing Italian investiment
In Milan, Conad hasn’t a strong image
COMPANY PERSPECTIVE
06
DIRECT COMPETITORS POSITIONING 03
SERVICE ORIENTED
PRODUCT ORIENTED
COMPANY PERSPECTIVE
20 - 40 YEARS ATTRACTIVE
40+ YEARS ATTRACTIVE
Auchan and Carrefour are empowering all the services beyond shopping that involve the consumer in everyday life. Esselunga is still totally product oriented but it has a fresher image
DIRECT COMPETITORS STATISTICS ITALIAN INVOICE AMOUNT
ITALIAN DEALERS
12,2 bil
2644
8 bil
1520
7 bil
1394
5,7 bil
406
5,4 bil
130
euro billions
n dealers
0
5
10 15 Source: Il sole 24 ore
0
500
03 COMPANY PERSPECTIVE
coop market leader
1000
2000 Source: Wikipedia
DIRECT COMPETITORS COMPANY PERSPECTIVE
03
comparation REQUESTED TRADEMARKS STRONG IMAGE AS A WAY OF LIFE KITCHEN ACCESSORIES
SERVICE ORIENTED CO-CREATION OF SERVICES APPROACH CONSUMERS COUNSCIOUSNESS ACTIVITIES MILAN AS MAIN PLATFORM YOUNG ATTRACTIVENESS
TARGET
low/medium
low/medium
medium
low/medium
low/medium
DIRECT COMPETITORS
why coop
COMPANY PERSPECTIVE
03
coop as a way of life 1
3
2
4
Coop doesn’t sell just products but it really represents a way of life with a lot of services and activities that involve consumer everyday life
Coop represents a community
Coop represents the right target and it needs a renovation of the image to be more attractive for young people
Coop can supply all the kitchen accessories too with his own brand
INDIRECT COMPETITORS COMPANY PERSPECTIVE
03
alternative restauration M ongolia n b a rb e c u e
Community kitchen
Alternative way of restauration that let you decide how food has to be cooked standing in front of the chef. Mainly addressed to young and hungry people because it’s conceived like a self service with formula “all that u can eat” at the same price.
Community Kitchen involves a group of like-minded individuals coming together on a regular basis to socialise and cook with new friends. It’s an Alternative approach to promote healthy eating and the development of personal skills.
Pro
Pro
Easy and fast way of restauration that can work at lunch and at dinner both
Really cheap and it promotes healthy and counscious way of life
Cons
Cons
It looks like a self-service canteen
Long time to consume your meal
INDIRECT COMPETITORS POSITIONING
comparation with
03 06 COMPANY PERSPECTIVE TRENDS CHEF COOK FOR YOU
COOK AT YOUR HOME
SELF-SERVICE
BE SERVED
Community kitchen has a similar format to Cook-in but it doesn’t offer you any service and it hasn’t spreaded in Italy. Mongolian Barbecue offers just a new way to interact with chef
COOP MAIN PARTNER
mission
COMPANY PERSPECTIVE
06 03
1 Social utility
2 Database for companies
help people to communicate more efficiently with their friends, family and coworkers through sharing photos, videos and personal info
enable companies to gain acces to milion of users and therefore create a business highly relevant to people’s lives
FACEBOOK USERS
young target and beyond
03 COMPANY PERSPECTIVE
06
Facebook has first spread among people with international experience, mainly students, as a nice informal way to keep in touch.
Nowadays, Facebook has almost 5 millions of active users just in Italy and more than 150 millions around the world, the major part is still between 17 and 30 years but the network is quickly spreading among older people of every social class
FACEBOOK POSITIONING
toward reality
INTERACTION IN REAL SPACE
COOPERATION WITH OTHER COMPANIES
NO COOPERATION WITH OTHER COMPANIES
COMPANY PERSPECTIVE
03
INTERACTION IN VIRTUAL SPACE
The service empower Facebook efforts to interact in the reality with the user and could be a starting point for a new politic of cooperation with other companies that reach a bigger and diversified part of the society
S.W.O.T. ANALYSIS
service potentiality and risk
COMPANY PERSPECTIVE
03
Can provide almost all the service needs
s o
Service match Brand main value of Consumer counsciousness Increase the value of Coop community
Coop has to buy furniture from a partner Kitchen can be dirty and it doesn’t match the clean image related to Coop food
COOP Can renovate the image and become more attractive for the young target
The service can be easily copied by a competitor
w t
New product selling channel
s o
one of the biggest social network
virtual communication mainly
towards virtual entertaiment: innovations coming from internet medium
decrease of popularity: according to fast changes in website market
w t
04 User Perspective
TARGET GROUP
persons that like live the kitchen with their friends
USER PERSPECTIVE
04
The users of this product service system are young guys that like the citcken world in a complete sense. They live dinner like a moment of conviviality and sociality. Dinner is a moment of chatting with their feew friends instead of only eating. The dinner is for them a moment of closing the contacts with the external world and open their mind relaxing with their friends. They live the kitchen in an active way.
They are quite expert cookers that like to cook first of all for their friends. They would like to invite them at home trying to avoid problems of time and and space that they have inside their house. They are persons that like to interact in the real life, but they like and use the social networks to help and improve the their relationships. Their are open minded people that like to try new ways on doing everyday things.
TARGET GROUP
general traits
DEMOGRAPHIC
PSYCOGRAPHIC
Age
Technology
from 20 to 30 years old
internet everyday users
Place
Sociality
Milan
sociable
Occupation
Personality
Students/early workers
courious and open minded
USER PERSPECTIVE
04
PERSONAS USER PERSPECTIVE
04
MARCO, 21 STUDENT OF PSICHOLOGY
MARIASOLE, 25 STUDENT OF BIOLOGY
JOHN, 28 ACCOUNT FOR COMMUNICATION AGENCY
His bigger passion is the human mind. He spends the whole day talking with everybody about today society and human behaviours. First of all he loves to chat at home during and after dinner with his friends. He generally cooks for them but he hates to clean after. He created a group of “thinkers” on facebook and it works well.
She is a curious person. She like to know everything about nature and human culture. She uses travel also to know new traditions, like food too. She uses the social networks to take contact whit her friends while travelling and with the brand new when she’s at home. She has dinner at home, but she has problems of space because of the little kitchen.
He loves his job becouse it gives the possibility to take contact with a lot of persons. But he has no time to cook and invite persons at his home, that’s one of his passions. He would like to spend time chatting at dinner with his old friends instead of using facebook few minutes before going to sleep.
NO CLEANING AFTER DINNER
FOOD LIKE A WAY OF KNOWLEDGE
NO TIME TO ORGANIZE DINNER
NO SPACE AT HOME
CHAT AT DINNER
FACEBOOK USER
relation with the service
STORYBOARD
functional actions of the “cook in” service
The socio coop rents place and ingredients on the website.
He meets into the place with his friends.
He finds there what he needs and start cooking and chatting with his friends. They can interact with other groups that are there.
EATING LIVING
They sit and eat, than they continue talking and chatting. They can interact withother groups that are there.
5 LEAVING 6 MEMORY
They live the place whenever they want without cleaning .
They interact with the website, uploads photos, videos or simply chat with the possibility to know the other persons that use the shop.
LEAVE THE SPACE WITHOUT CLEANING
SHARE THE EXPERIENCE ON FACEBOOK “COOK IN” PLATFORM
Key points SIMPLE BOOKING TRHOUGH THE WEBSITE
GO INTO THE KITCHEN WITH THE HANDS FREE
SHARE THE COOKING PLACE
EAT TOGETHER
FREELY EXCHANGING ARRANGE KNOWLEDGES THE SPACE
USER PERSPECTIVE
1 BOOKING 2 MEETING 3COOKING 4
04
CUSTOMER JOURNEY USER PERSPECTIVE
04
the entire “cook in” experience for the user
1.1ORGANIZING
1.2 RENTING
2
3
THE PLACE
MEETING IN THE PLACE
chat with friends on Facebook “Cook in” group
The “socio coop” rent place and ingredients from the “cook in” website
They enter inside the place using the socio card. Friends not in time simply ring.
They already find the ingredients on the cooking place
excitement
happyness (funny election)
happiness with friends
surprise, funny interaction
THE DINNER
COOKING
4.1
4 EATING
They find the clustery already on the tables
surprise, mouth pleasure
5 LIVING
LEAVING
6
MEMORY ON THE WEB
They chat and interact they freely socializing
They simply leave whenever they want
They contunue the experience on the facebook “cook in” group
relaxing, interact
serenity and happyness
memory and never stop serenity
USER PERSPECTIVE
04
KEY OBJECTS USER PERSPECTIVE
04
key elements for the user Websites
The “cook in” website is used for renting. Facebook “cook in” group is used by the community
Socio coop card
The card is used to book, pay and enter inside the place
Bags
The shopping bag and the cutlery staff on the places are the surprising objects of the service.
The “cook in” kitchen
the cooking and living place is the centre of the service. It’s the place where socializing takes act.
USER PERSPECTIVE
04
POSSIBLE NEW USERS
future target
USER PERSPECTIVE
04
Families Future users could be couples from 30 to 40 years old with children. This service provide them the possibility to stay together .
Without having problems of cleaning the house after. For their children could be the occasion to cook with their parents in a funny time.
05 Pss Description
PSS
description
PSS
05
COOKin provides a place with a kitchen island (with four cooking stations) with essential cooking accessories. Inside the place there is a living area with tables and chairs for a group of 40 people or for 4 groups of maximun 10 people. COOKin provides a website from which the user can rent the place and choose the ingriedients for the dinner. COOKin will provide the bags with ingredient and cutlery already on the seats inside the place.
The user will have access to the service having the normal sociocoop card, that gives the possibility to rent and pay from internet and to enter inside the place. The website has a link to the COOKin community group on Facebook. It is a platform on which the users can upload material, discuss and organize dinners.
SYSTEM MAP 05
PSS
08
community kitchen booking ingredient booking
recepies
new place software
new place
direct
kitchen area
food
chat
music
cleaning service
new place web
video
area cleaning
ape piaggio
all kind
price kitchen accesories
other
ecoop type
entertainment user choice
quality
like your home
cooking coop
home dinner restaurant in between
doimo user to user
THE ACTORS PSS
05
description of who takes part into the system
COOKIN KITCHEN The place is used like a common kitchen and living room by the users. At the beginning this is the only function, then it could be used also al lunch, and in the afternoon like a place for relaxing having coffe. COOKIN WEBSITE The website is the platform used for renting the place by the users.There is the possibility to select day, seats,ingridients or recipies. The website has also a lin to the facebook gruop. FACEBOOK GROUP The group is linked to the website and it is used to create the community around the service, and to help on organizing the dinners in a faster way COOP Coop is ther company that deliver the system and has the role to bring the bags whit the ingridients to the place. COOP VAN A coop emplyer has the role to brings the bags to the kitchen and to prepare the seats. USERS The users are group of people that use the service. One of them has to be a socio coop, he receives the card with whom can have the access to the website and to the kitchen. CLEANING SERVICE It is an external company that clean the place after the dinner.
SYSTEM FLOWS
information and material flows inside the system
05 PSS
06
MATERIAL INFORMATION MONEY
FRIENDS
SOCIO COOP
KITCHEN
WEBSITE
LOGO DESIGN
logo guidelines and corporate identity
PSS
05
1 Font
2 Colors
Edwardian Script
in tortona area coop promotes cook and chat
C 0 M 69 Y 97 K 0
B/W PATTERN
in tortona area coop promotes cook and chat
in
3 Descrpition
4 Motivation
Logotype is built on Coop logotype to immediatly link the service to the company and renovate his image Also the color choice has started from coop red and has turn to orange over a pattern that match better the young target which service is addressed to
Logo already makes clear the main feature of the innovative restauration reminding company name to link it directly to the main identity
HELVETICA
C 85 M 17 Y 100 K 41
LOCATION
zona Tortona Popular area among young people. Is housing many events from “out of main stream” design. In previous time industrial area.
06
COOP
via Solari 45 suggested place for “Cook in” service
05 PSS
functions and user’s advantages
LOCATION PSS PERSONA PERSPECTIVE
16 04
COOP
via Solari 45 “Cook in” service is located at first floor of “small town” building. Upstairs location both: cut the cost of renting space and create a easy, home-like atmosphere. Big windows and bright colours make the passing by people want to come in. Exterior view is an architectural equivalent of open-minded, healthy live-style qualities promoted by the company.
THE PLAN
cook in plan and different solutions
05 PSS
04
BATH ROOM
The space is composed by the main room in which are provided the activities of cooking, eating and living.
1
4
COOKING AREA
2
The place enables the user to arrange the place the way him and his friends like, according to the other users simply moving the tables in the way they like.
3
SERVICE ROOM
1
1
4
COOKING AREA
3
2
4
COOKING AREA
3
1
2
4
COOKING AREA
3
1
2
4
COOKING AREA
3
2
INSIDE THE KITCHEN
overview
07 COMPANY PERSPECTIVE
PSS
06 05
COOKING AREA
cooking and the transparency concept
05 PSS
06
1 The socializing island
2 The trasparency
A squared island with four different cooking places is the space fulcrum It’s fully equipped and In a corner there are sink and dustbins.The shape of cooking area let people the possibilty to cook and interact
It has an important role because, it matchs Coop value of “healthy and traspartent food” and let people from cook in space have a nice city view keeping intimacy and privacy because the room is at first floor
CONVIVIALITY PLACE
cook and chat
PSS
05
1 Flexibilty
2 Make your space
The space is used to eat and interact. There are tables divided into four groups of 10 seats that can be joined in the case of a group of 40 people.
Curtains are used to separate the spece, but they can be moved away.
THE BAGS
ingredients and placeholders
05 PSS
06
Ingredients bag is brought by the service operator on the cooking areas. It contains the ingredients the user have selected. Cutlery bags are prepared in the place by the same operator and they are put on the seats before the users come into the place.
THE MOVING VAN PSS
05 The van moves from coop supermarket to the COOK in kitchen. The operator has the role to prepare and bring the ingridient bags to the kitchen and to perpare the seats. The ape piaggio has also the function of advertising inside Milan for COOKin service.
THE WEBSITE
the cookin website and the facebook community group LOG IN AND BOOK The user, once he is logged, he can rent the place and choose the ingredients. The website gives also the possibility to choose directly recipies. FACEBOOK LINK The website has a direct link to the facebook group of the community.
THE COMMUNITY The socializing activity is provided on the web through the “cookin� group on facebook. this group helps on creating a community of the cookers, and it is also a good way of advertising.
05 PSS
06
THE SOCIO CARD
functions and user’s advantages
PSS
05
The socio card The card is an evolution of SocioCoop card. Just the person that reserve the place has to be Coop member. The card gives the possibility to rent the place, to pay and to enter inside the kitchen. It is simply rechargeable by the website using mastercard credits that young guys have here in Milan.
PSS
04
user centered
WORK IN PROGRESS
co-created service
PSS
06 04
CO-CREATION OF SERVICES Cook in is a service with a co-creative approach. Sociocoop users are protagonists and they interact everytime with the service to evolve it and to add new alternatives on the main platform.
They use the space as an expansion of their home and they bring own contribuition for the service growth
SCENARIO USABILITY
all day long
PSS
04
lunch time sociocoop worker have a nice place to live lunch break in an healthy way: they can cook their own meal and realx a bit
during the afternoon the place is available for those sociocoop who needs to go on internet and take a rest with a coffee
conviviality place dinner time Enjoy the space for self-cooking dinner with sociocoop and no-sociocoop friends
SCENARIO ALTERNATIVES
grandmothers wisdom
PSS
06 04
pass on knowledge The involvment of the grandmothers is one of the step to promote an healthy and slower way of life. An evening a week can be reserved for grandmothers that can pass on the ancient art of cooking
for whom cooking addicted and tradition lover
advantages
involve elderly people and spread Coop values
SCENARIO ALTERNATIVES
entertainment activities
04 PSS
06
conviviality place Adding entertainment services like movie watching, game playing, leisure can involve the consumer after dinner all evening long and really make of Cookin space a conviviality place.
for whom group of friends
advantages
create sociocoop community
BENEFITS FOR THE COMPANY PSS
04
coop benefits
1 communication
2 new selling channel
strengthen coop image as a company with social face, let everyone invite people for a dinner and communicate better the cooperative identity with the cooking sharing activity
this is for coop a new way to sell his products
3 empower the coop community empower the SocioCoop community
4 young attractiveness renovate company image for young people
BENEFITS FOR MAIN PARTNER
1 increase company value
2 empower the reality interaction
strengthen facebook image with a partnership with a company with a strong social face
a step toward reality interaction
3 increase popularity facebook can reach also people that are not his usual target
04 PSS
facebook benefits
BENEFITS FOR USERS PSS
04
short time benefits
1 socializing and community meeting new people, create a community and exchange experiences with persons of your same philosophy and main values
2 cooking evaluation exchange experiences through cooking
3 easy and economic cheap dinner in easy way
4 comfort possibility to have a place fully equipped to cook and relax inside the town
5 quality people can organize healthy dinner
6 reality platform to move virtual relations into real spaces
BENEFITS FOR USERS
long time benefits
PSS
04
spread food counsciousness and healthy way of life