Foodie - Designing a meal sharing service

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

1  MSD  FOODIES  |  FOODING  TOGETHER  |  NOVEMBER  27  2013    

Connecting cultures, cuisines and community

CONCEPT NOTE November 27, 2013

Creators: Ana, Rafael, Gabriella, Suleiman, Leandro, Sonali

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

BRIEF

Bovisa - Dergano

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Provide Food

Share Culture

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

DISCOVER

APPROACH

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Observation

Research

Empathy

Test

Prototype

Sensitivity Analysis

Case studies

Business Model

Interviews Role plays

Story boards

Customer Journey

Blueprints

Personas

DEFINE DEVELOP DELIVER

Video Story

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

INSPIRATION

4  

BUILDING COLLABORATION

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

DEFINITION

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RELATIONSHIP – INTIMACY

VALUE - G

OU

RMET

“networkers”  

“freeloaders”  

“gourmets”  

MAPPING MEAL SHARING

“companions”  

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

OFFERING

Foodie is a web based service that connects people in Bovisa and Dergano

across cultures by facilitating the sharing of an extra home cooked meal

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MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

DESCRIPTION

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uploads  the  extra  meal  with  descrip9on        

verifying  new  registra9ons      monitoring  feedback  

can  search  by  distance  and  cuisine    books  a  meal  

HOST A MEAL 1

BE A GUEST 2

EAT TOGETHER 3

FACILITATE 4

eat  together  sharing  cultures    feedback  and  ra9ngs    

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

MISSION & VALUES

To promote integration in the neigbourhood through the sharing of cuisines, cultures and resources.

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know neighbours

curious cultures

minimise waste

share efforts

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

AUDIENCE

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FAMILIES STUDENTS WORKERS

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

ACTORS

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Host   Guest  SERVICE

PROVIDER

Grocer  

USER 1 USER 2

SPONSOR

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

VALUE EXCHANGE

trust  -­‐  connect  -­‐feed

back  

Host   Guest  

Grocer  

company  –  culture  –  op9mise  -­‐  share  

meal  

trust  -­‐  connect  -­‐feedback  

vouchers  

promo9on  -­‐  

discount  

 alliance    co  branding  

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

KEY TOUCHPOINTS

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BROCHURE   POSTER  

WEBSITE   TWITTER  

E  -­‐  VOUCHER  

FACEBOOK  

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

WEBSITE

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MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

CUSTOMER JOURNEY: USER - HOST

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JAYA

AWARE JOIN POST PREPARE

brochure at market

registers profile

uploads pictures

share a meal

feedback receives foodie points

shopping

cooks, spicy, veg time, seats, diet actions!

actions!evidence!

evidence!

describes

vouchers

REDEEM RATE USE

accepts request

cooks

+

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

CUSTOMER JOURNEY: USER - GUEST

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LEANDRO

KIRECCI’S

AWARE JOIN BOOK USE RATE

a friend on facebook

registers profile

searches selects

shares a meal

feedback

online search registers profile

shares a meal

feedback

eats, spicy, quick time, location

Cook/eat, vegan cuisine, diet

actions!

actions!evidence!

evidence!

request pays

searches selects

calls pays

+

+

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

SERVICE BLUEPRINT

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user:  guest  ACTIONS  

AWARENESS   JOIN   USAGE   MAINTAIN  

explores  website  

signs  up   search  by  filters  

user:  host  ACTIONS  

service  

provider  

STAGES  

partner:  market  

Moments  

TOUCHPOINTS  

DISCOVERY   REGISTRATION   PROFILE   BOOKING   DINING   RATING   REDEMPTION  

applies  for  verifica9on  

lists  diet  &  9ming  

send  request  pay  

give  feedback  

explores  website  

CONNECT  

dine  

signs  up  

applies  for  verifica9on  

lists  cuisine  &  9ming   cooks  

give  feedback  dine  

voucher  &  shops  

develops  pla`orm  

updates  pla`orm  

verifies  users  

process  payment  and  points  

receives  points  

monitor  feedback  engage  sponsors    

validates   issue  voucher  

brochures  adver9se  pla`orm  

accept  voucher    

post  meal    

accept  request  

value  flow  

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER    

UNIQUE VALUE PROPOSITION

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EXTRA PLATE FOODIES HOME COOKED

MEET NEIGHBOURS NEW CULTURES EATING TOGETHER