design stragety research project

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Fast Food for Convenience Stores

Fast Food For Convenience Storesii

About Project Plan

Research

Synthesis

Ideation

Development

Scenario

Notes

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7-13

15-26

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Table of Contents

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About Us

Fast Food For Convenience Stores4

Hi one !

Hi two !Hi three !

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HosseinHossein is from Tehran, Iran, with a bachelor’s degree from Swinburne University of Australia in Industrial

Design. Hossein was member of the design team at Daetum Design, Kuala Lumpur, Malaysia. He is now pursuing

his MA in Industrial Design at SCAD

Peggy

Peggy is from Taoyuan, Taiwan. She graduated from Ohio State University with a bachelor’s degree in

Industrial Design and a minor in Economy. She is now pursuing her MA in Design Management at SCAD

JerryJerry is from China, he graduated with Industrial Design major from NCUT in China and has devoted to this

field for 6 years. Jerry is passionate in Industrial Design that he is now pursuing his MFA in Industrial Design at

SCAD

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Project Plan


IntroductionThere are many kinds of food choices available to all the consumers

in the city of Savannah. And, fast food is one of the popular foods

people like to eat. For students who want to get fast foods, they usually

do not go to a convenience store. Instead, they like to have their fast

foods at McDonalds, Burger King, or KFC. In this project, we aim to find solutions for conveniences store to provide nutrient fast foods, healthy, and promoting a positive behavior for students to choose their foods wisely.

We have three decisive factors that make the healthy fast

food idea even more difficult to practice: Nutritious Fast food, Students’ attitudes and behavior, and the Convenience Store environment. People have different perspective of eating healthy

foods since everyone has a unique food preference. It is a challenge to

satisfy all consumers’ expectation of fast healthy food and still maintain

its quality.

Giving freedom of choice to customers to select and make their

own food has been practicing by franchises such as subway. However,

what was missing is the lack of awareness about nutrition when

customers selecting and combining different ingredients of their meal.

Most of people do not have a good perception about the fast food industry product; they describe it as greasy, unhealthy and cheap.

Moreover, you may find few people searching a convenience store for

real foods. Convenience stores are more a places to grab drinks or quick foods such as hot dogs. And the third factor, students,

the consumer who has limited budget still like to get foods they like at

the same time.

Based on preliminary insights, the fast food situation consists of

areas: Quality, Health, Cost, and Accessibility. Each of these

factors plays a different role in the consumer decision-making process.

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Quick InsightsWhat really is a Fast Food?

Where does the term “fast food” mean? By definition Fast food is

the term given to food that can be prepared and served quickly. Typically the term refers to food sold in a restaurant or store with

preheated or precooked ingredients; it is serves to the customer in a

packaged form for take-out/take-away. But what is the main reason

that people choose fast food over the other food providers? Reasons

such as not having enough cooking skills, no time to cook or simply

being lazy to prepare food at home and etc. might be few examples of

why people choose to dine outside. But what is the reason that makes

people to go for a fast food place rather than a restaurant that offers

better food?

What is the definition of food Quality?

Here is the part that the confusion about quality of food arises. What is a quality food? What do people mean by a good or a bad food,

and why? Do they choose one over the other because of price and

quality? How much price plays a role in making a decision about

food?

Taste, health, freshness, and nutrition could be all part of the quality,

so how do people prioritize these factors when select a quality food?

Perhaps understanding the reason why people tag foods with

different adjectives is a key element to understand what would be

appropriate to offer as a new type of delivery food that they can trust

to eat. An in depth primary research about how do people make food

choices would be essential to the process to discover a new market

opportunities for the convenience store. ???


The Power of Choice

A or B

We all make choices everyday in our live. Every single second we

make a new choice and by making choices we define who we are and

how we live. But how do we make a better choice? While having

knowledge and experience about the subject are parts of a decision-making process but the person’s desire is always a key factor. When

it comes to make choices about food, desire plays a major role or even,

sometimes it is the only key factor consumers consider when getting

foods they like. However, there are also other elements that people

will considerate when purchasing food such as if they are on diet or

a medication. For instance, people who are diagnosed with diabetics

have to follow strict rules about their diet. Moreover, for consumer

who does not have any health issue or concern about their diet, they also have a choice to choose their foods wisely.

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Food AwarenessHow many of us do really know scientific facts about things we

eat? According to a research conducted by U.S. Department of Health

and Human Services that asked for how many calories respondents

should consume in a day to maintain their current weight, a nationally

representative online survey of 1,024 people showed that 63% can’t

accurately estimate the number, 25% won’t even venture a guess and

only 12% can nail it.

This evidence explicitly explains the fact that people are now aware of what they everyday eat and this doesn’t have anything to do with the quality of the food or being served in a luxurious

restaurant or a fast food vendor.

Team Thoughts:

Some of the possible solutions for the problem of people’s awareness of food nutrition are: a simple system or service that educates people about healthy eating behaviors or to have some attracting elements in healthy foods to inviting people purchases it.

So the challenge is to make a complicated data into a user-friendly data in an effective way for guide consumer prior to purchase a food or make a food decision.


OpportunitiesProject ScopeThe focus of this study is to understand student’s perception of fast

food and food quality in order to determine the needs and expectations

of the target consumers. We seek to explore new ways in promoting wise food choices by creating an educative food-providing platform

through the network of convenience stores.

It seems there are a lot of opportunities in the area of turning the

convenience store to an ultimate destination for students seeking

fast food with good quality at a reasonable price. But the key lies in

changing their perspective about the convenience stores and fast food. Another opportunity, at a higher level, could be educating

students about food and healthy eating.

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Data Analysis and Design Opportunities In this phase, all the data that were gathered in the research phase

has to be analyzed. After the analyzing the data, we will be able to

find the common issue that people usually have and to pick a stronger

direction for the ideation phase.

It is important to make this analysis as compelling as possible

and not to miss out the important points of the study. Furthermore,

creating an opportunity map will guide the team through this process. Individual insights will be discussed in multiple sessions

Breif Final Thoughts There are three goals we would like to pursue in this project:

1. To educate the knowledge of healthy food to the

American family.

2. Spreading the nutritional fast food among student group

3. Promoting the food quality in convenience store to increase

market opportunities.

Eventually, we expect our project can alter the American’s

perception to fast food and components of diet.

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Research


MethodologyThe process starts with data gathering in the form of primary

research and secondary research:

Timeline

Week 1-3 Understanding and analyzing the project, and making

initial positioning of it. Finishing the secondary research. Targeting

potential areas to do primary research for.

Week 4-5 Conducting primary research.

Midterm Presenting the results of the research phase,

Short movie.

Week 6-7 Analyzing data, Finding Design opportunities.

Week 8 Creating opportunity map and initial ideations

Week 9 design concepts, user journey map,

Final Full length movie that featuring the process and the final

concepts of our project. PowerPoint Presentations.

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Research QuestionsThere are numerous dilemmas about the fast food culture and these

questions, would help us to find out a way to improve the situation.

I. What are students’ expectations from a fast food?

II. What do students prefer to eat after school or a during a school

break?

Questions to be answered in order to understand the situation are :

In the area of consumer anticipation

• Whatdostudentsbuyfromconveniencestore?

• Howdostudentsratefood?

• Whatmakes studentsgo for a specific typeorbrandof fast

food?

• Howmuchdopeoplespendonfastfood?

• Ifyoudobuy fast food fromconveniencestore,whydoyou

choose convenience store/fast food restaurant rather than fast food

restaurant/convenience store?

In the area of consumer perception:

• Whatdopeoplethinkaboutthequalityoffastfood?

• Whatdopeoplelike/dislikeaboutfastfood?

In the area of consumer preference

• Whatdopeoplewantforonthefood?

• Determinatetheirpreferenceofon-the-gofood

??

?


Primary Research• Ethnographic research: observations and interview with

students and food providers within the city

o To have an empathic understanding of the culture of the

consumers within the context of after school food

o To understand the process of decision making of the consumers

o To gain a realistic picture of food nutrition constituent and

distribution information.

• Survey

o To gain a quantitative perspective of consumer perception

about food choices, cost accessibility and health awareness.

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Observation


Observation

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Observation


Survey Result

Where do you usually purchase your food? How would you describe fast food products?

Franchise fast food (ex: Burger King, MacDonald’s, KFC, etc

Tasty Convenient Cheap Healthy Expensive UnhealthyLocal fast food (ex: Zunzi’s, Back in the Day, etc

Convenience store

School Cafeteria I cook at home

There are more people buying fast food in convenience store than local fast food place

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Survey Result

What do you buy from convenience store? What determines the quality of food for you?

Snacks (ex: Cookies, Chips, etc)

Tasty Nutrition facts Freshness Organic ingredients Sweets (ex: Donut, etc)

Fast Foods (ex: Hot dog, Sandwich etc)

Beverages (ex: Beer, Coffee, Soft drinks, etc)

People do get fast food from convenience store!


Survey Result

How do you describe your fast food habits? If you dine outside, how much do you normally spend on a single meal? (Excluding Drinks and Tips)

I eat fast food most of the times Less than $5

I occasionally eat fast food $5-10

I rarely eat fast food $15-20

I avoid eating fast food More than $20

People usually spend $5-10 for each meal and there are high rate of student eating fast food weekly

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Secondary ResearchProtein:After water, protein is the most plentiful substance in our bodies.

Almost 20% of our weight is protein in our bodies! Our muscles, hair,

nails, skin, and eyes are mostly protein. Protein is important because it

provides support for body cells, builds and repairs muscles and other

body tissue, and is very important for growth. When enough fat and

carbohydrates aren’t in the body, protein is often used by the body as

energy. Foods high in protein are eggs, milk, soybeans, rice, meat, fish,

potatoes, corn, and peanuts. Protein should make up about 15-20% of

your daily calories.

Team Thoughts: To educate ourselves with foods nutrition information, we can

understand what kind of foods will be healthy for students and how

many suggested calories intake should consumer have daily. We will

take all information as consideration while choosing our direction.


X-Ray Technician Schools do a research of “The 100 Most Unhealthy Food in American Diet”.

Household Foods

Household Foods

Reason

Reason

Baked Beans

Ramen Noodles

Campbell’s Condensed Soups

Saltines

Chicken Pot Pie

White Bread

Hot Dogs

White Pasta

Luncheon Meats

White Potatoes

They are high in refined sugars and contribute to many health problems

It offers nothing in the way of nutrients and is loaded with sodium

High-sodium

Excessive carbohydrates and sodium

No nutrition

1,020 calories and 64 grams of fat

Highly processed meat “byproducts”

Too many carbohydrates and too many calories

Commercial cold cuts are highly processed and packed with unhealthy additives

They contain solanine, which can have a toxic effect on people and contribute to calcium depletion and arthritic pain.

There is a surprising result that common household foods have

according to the data that was provided by the website. The reason

that household foods are not healthy to people is because of its

ingredients. Below are lists of the kind of household foods that are

unhealthy.

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Synthesis

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Affinity diagram

My emotional side of decision making for buying foods

My rational side of decision making for buying foods

Business model offinalcial allocation

I like healthy, clean, colorful, fresh food

I like to have more interaction when i buy food

I think most of C-store don’t have very friendlyenvironment

I can’t make sure about the food quality in c-store

I & my parents make decision about the food based on its brand

I have a basic understanding of good food. But I can’t tell if it is good for me

When i have car, I have more food options. Otherwise I walk to the nearest food place

What happen to the money i pay for food?

I pay average of $5-7 for a meal

I cook by myself. But it take time


Mapping/ Discovery

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Mapping/ Discovery


The Wall

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reframe

It’s not about making fast food healthy. It’s about helping people to make healthy food choices

It’s not about making healthy fast food, It’s about developing healthy fast food experience

It’s not about healthy food. It’s about keeping people away from harmful food.


It is not...... it is about.....

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Ideation


What if...... what if if if.....

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Individual initial Concepts

That’s make it under a brand! And different convenience store can have option which product they want to sell in their store.



Let’s make the convenience store a more social place! Having seating area to allow customer buy and eat at store. To enhance customer’s trust on our product/brand, our information screen will show the process of our product from foods source (which are from local farmers!) to package and how we ship our product to different convenience stores.

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To create a new fast fresh/ healthy food experience by having a food slicing machine! People can slice tomatoes, and more! We also like to provide to go box to our customers.


Concept refinement

Partner with local farmers to receive local food recipe and fresh vegetables/fruits from farmers. Distinguish different types of food in different color of boxes. The food will be packaged under one brand and ship to convenience store.

To have a modular system so our product can fit in different size of convenience store. The interaction screen on the top will display information.

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Development


Information/interaction screen

Western style Eastern style Weekly SpecialW E S

Fee’s Local Food Recipe

Fresh vegetables and fruits

Bob’s farm

W

E

S

Producer

Packaged in different colors according to the type of

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Because there are different sizes of convenience store, products will be shipped to stores depends on what kind of product does the store needs.

W

W E

E

S

S

S

A

B

C


Mobil Apps

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The Slicer


Functionalities

Information screen to have more interaction with customers

Handle to pull and slice vetetables

Foldable table in the back

Storage bottom for foods, to go box and etc.

Fresh vegetables will be putted into the container that is attached to the slicer

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Modular system

Once the machine connect together, the interaction sceen system will be linked and become a large screen

Foods will be placed into the container

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Scenario


know what you eat :)

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We believe in freedom of choice and transparency

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Our dearfood app can help you to search for the nearest convenience store that match your food preference of having Eastern, Western, or vegetarian food.

You can also look at our suggestion menu!

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As you enter the store, your phone will push your preferences to the machine

You can follow the suggestion if you want to

But even if you don’t, the system will store your recipe


Producer

W

E

S

Package in different colors according to the type of food

Producer

Bob’s farm

Fee Local food Recipe

Fresh Food

ProducerProducer

Fee’s local food

Bob’s farm

Recipe

Fresh vegetablesand fruits

W

W E

E

S

S

S

A

B

C

A

B

C

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With our interaction screen, we provide information of our food source, how it was made, packaged and shipped to the convenience store.

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Slice some fresh vegetables to your meal! ALl vegetables in dearFood are from the local market!

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Use the cup to measure the portion, remember each up is 100 calories

The machine is recording your choices and their portions

Make the payment, you can even use your phone to pay!


After paying your foods, you can even seat down and enjoy it!

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dearFood cares about you!

With dearFood app, you can check the history of meals you had or get healthy diet recommendation based on your current healthy condition


This is the power of

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SEDS 704Fall 2011

Prof. Bob Fee


Team Team Team!We are a team. We collaborated together and using our skills to deliver our final project: project plan, video, 3D model and a process book.

Project Plan, Research, Synthesis, Ideation, Development, Scenario

Video : Adobe Premiere

3D model : Solidwork/ Keyshot

Process Book: Adobe Photoshop, Illustrator and In Design

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Thank you

design stragety research project

Documents

fast food situation

nutritious fast food

definition fast food

scadfast food

ifast food

convenience storesfast

healthy fast food idea

term fast food mean