Poshan Path
a service to meet young adult’s dietary needs
Duration
Feb 2024 (2 Weeks)
Team
2 Person team.
Practice
Research, Market & UX research, Service design
Tools
Figma & Adobe Illustrator
This project reflects our learnings from an immersive three-week module dedicated to exploring the essence of value co-creation and the foundational principles of service design.
Through the course of the module we learnt -
How a seemingly small problem might need a solutions that required a whole host of people/resources to be pooled together to provide an impactful solution.
Breaking down a complex problem into smaller surmountable steps.
Visualizing scenarios and problems through a number of preexisting models.
How a number of untapped resources and connections can be used to solve a problem.
Problem Statement
Aarati, a busy Product Manager in a large IT company.
It is lunch time. She had missed her breakfast and is very hungry...grrrr! Somehow she snatched time between two meetings...but just managed to grab a burger from the office canteen...she knows it is not healthy, and she misses home food but...Kya karein?
Why would someone like aarti not have time to eat?
“Khana khana bhulte ho kabhi?”
Most people in urban cities live alone or isolated hence are singularly unable to take care of themselves.
Early career professionals prioritize work over everything.
Many are living by themselves for the first time in life.
Lack skills to successfully carry out tasks like grocery shopping or cooking and hence avoid it.
Normalization of skipping meals.
Lack a time schedule for day to day activities.
Over availability of junk and fast food has made them believe that it can be a less resource intensive substitute to proper meals.
Preparing proper meals require them to invest a lot of resources which they lack.
What is Homely?
In context of food
Cuisine
Ingredients
Time when food is served.
The way food is served.
Setting in which food is consumed.
Collective experience of eating.
“Ghar ki yaad aati h?”
So a good service can...
Felt Needs
Easily Consumable food
Hygiene
Quick Delivery
Stable Taste
Order alone
Cheaper options
Home Cooked food
On time food
Food for family
Healthy Food
Nutritious meal
New Cuisines
Cutlery provided
Hassle free
food delivery
deliver
Trigger
Time
Others
Location
Budget
Past Experience
Recommendations
Accidental
encounters
think about
Nostalgia
Socializing
Stability
Fitness
Control
Money
Free time
Community
Reliability
Less Cognitive Load
Peaceful meal
emulate
Latent Needs
Understanding the User
Yash’s life at home
Yash lives in a nuclear family with his parents as an only child.
He loves his mom’s home cooked meals.
The creative maestro hasn't is yet to learn house hold chores.
He spends his time scribbling away on a notepad.
Yash is comfortably set in his life and is unaware of what is to come.
Finding a place to stay
Yash now needs to find a place which is not too far, not too close, affordable, clean, furnished, agreeable owner.
New Schedule
Has to settle in a new house and has to form a new schedule that accounts for the changes in his new life.
Work
Working first time in a formal setting away from his home, he has to get used to the responsibilities and the expectations that ome with work. Needs to navigate in a “design studio”.
Friends
Needs to form new relations in a new place.
Furniture
Needs to find furniture that can support his life in this new city.
Food
Has to learn how to cook, what to cook, when to cook. Needs to get used to new cuisine. Should he buy lunch?
Should he get someone to cook for him?
Should he buy from a local kitchen.
He will face financial constraints.
He will have to learn managing his
budgets and finances.
Travel
Needs to figure out his route and expenditure for daily travel.
Money
First time living alone.
Is new to household chores.
Is on his first job, still learning to manage his day-to-day life.
Introverted & faces communication barrier.
Loves outdoor sketching & cycling.
Situation
Wants to get control over his work life.
Wants to do his best at work.
To be able to take out time for his hobbies.
Wants this to feel like home.
Desires
Age
Education
Marital Status
Home
Relocating to
Occupation
:
:
:
:
:
:
22
Graduate B.Des
Single
Satara
Bangalore
Junior Designer
Yash Tamboli
These are the challenges Yash must navigate on his own in this unfamiliar city.
Considering Yash's new life and the problem he faces, we decided to take food as a common tread between his old & new life.
For better understanding the problem we created a persona named Yash
Yash’s Scenario
Feeling sad/sick
Upon facing the perils of transition to a new city Yash finds himself feeling isolated ans stressed.
Lack of motivation
He starts slacking of at work, finds it difficult to make conversations. Doesn't enjoy his work.
Effect on health
Soon he falls physically ill also after all the mental stress from moving and office work.
Giving up
Decides to move back home as he finds the city to be too difficult to navigate alone.
User Journey Map
Journey Goal
To ensure a timely and healthy dinner for himself by picking up a nutritious meal from a Maharashtrian eatery, aiming to maintain their usual dinner schedule.
Key aspects of the situation
Yash is consistent with his dinner routine, prioritizing a well-proportioned and nutritious home cooked meal each time.
New to the city.
Constraints
Time
Healthy food
Maharashtrian Cuisine
Thoughts
Feelings
Weighing options to get food.
To browse for available eatery options near his home for a specific cuisine.
At home, work desk
Sitting at his desk, thinking about the meal.
Deciding with his sister
Bike Riding with food parcel
Bike Riding with food parcel
Serving Dinner
Serving Dinner
Standing at the eatery.
Payment through phone.
Standing at the eatery.
Standing at the eatery.
Asking waiter for updates on food preparation
Going through the menu.
Bike Riding
Bike Riding
Standing at the eatery
Thinking about what he needs while looking through the options.
Checking options online to come to an consensus.
Mobile + Internet.
Bike
Mobile + Internet.
Bike
Bike
Bike
Mobile + Internet.
Bike
Mobile + Internet.
Bike
Bike
Food parcel
Kitchen
Utensils
Need to get dinner by 9.
Too tired to cook.
Tired & hungry
Tired and Hesitant
Exhausted
Exhausted yet cautious
Impatient and little happy
Confused
Hesitant
Chose to take away a parcel from an eatery nearby.
Is a bit hesitant to travel but sees it to be there best possible options.
Is trying to memorize the location and best possible way to reach there, hassle-free.
Need to select nutritious dish.
If he had ordered the right quantity.
Will it be prepared and packed on time ?
Will the food be prepared and packed on time.
Do not want to miss the dinner time.
Will the food be prepared and packed on time.
Do not want to miss the dinner time.
Hungry, little sad as he had missed the dinner time but glad as he managed to arrange dinner.
Impatient and a little bit anxious
Has selected an eatery and is now getting on his bike to go there.
Travelled to the eatery location to order and
take away parcel. Standing at the eatery now.
Ordered 2 items for takeaway.
Order confirmation upon successful payment.
Waited for order to be prepared and packed.
Took away parcel from eatery and came back home. In kitchen now.
Arranged dinner for himself.
Arranged dinner for himself.
Little bit unsatisfied with the food.
Eating
Cleaning and serving
Sorting through eateries by considering their ratings, reviews and proximity to his location.
Making the journey to the eatery by bike.
Choosing food items from the menu provided by the eatery.
Ordering and completing the payment via cash, card, or UPI.
Waiting for the food to be prepared and packed.
Commute back home carrying the food parcel on the bike.
Arranging dinner plates
Enjoying a well-balanced, nutritious Maharashtrian meal.
Selects a nearby eatery
Travels to the eatery
Selects dishes
Order and payment
Idle
Travels back
Meal Prep
Eat
8:30
Came back home.
40 mins to dinner time.
8:55 pm
5 mins till dinner time
9.30 pm
9.40 pm
Late for dinner
Stage
Stage Goals
Stage Context
Normal Activities
Journey Related Activities
Role of Resources
and Enablers
Customer Gap Model
(for existing service)
Service Design & standards
to match the expectation
Knowing what the customer expects
Matching the performance
to promises
Perceived Service (Value)
Hassle-free delivery and experience
Inconsistent quantity/quality of food
Extended wait for delivery
Excessive conversation with the delivery partner.
Far away locations.
Unreliable information available on internet.
Limited availability of homely food establishments/eateries/restaurants.
Lack of proper cutlery for Indian cuisine food
Lack of nearby eateries serving home made food.
Inconsistent quantity/quality of food
Portion and Nutrition value missing.
Missing Home like food experience
Expected Service (Value)
Implementing the Service Design & standards
Network/Value Flow Model
Customer
Partners
Delivery Personal
Restaurant,
eateries
Friends
Helpers - Receptionist,
guards, waiters
Family
Sellers-
selling vegetables
Office
Community
Aggregators
Enablers
Professional
Relationship
Influences the food choices
Influences the food choices
Helps in food delivery
Knowledge exchange
Person responsible to pick food from restaurant and deliver it to the customer location
Food delivery app / platform, delivery service
Establishment that prepare and serves meals or food items
Backend service providers for a restaurant
Receive parcels.
Knows Locals.
Influences the food choices
Defines what is homely
Context
Social
Relationship
Business
Relationship
Business
Relationship
Enablers
Service
Enabler
Employs
Indirect
Intermediary
Business
Relationship
Personal
Relationship
Level of Service Value Creation
Basic
Core
Home-ly
Meals
On time delivery
Hassle free experience
Good taste
Personalized meals. According to time to eat, place / preferences, budgets and needs.
Removing thinking.
Personalize
Alter eating habits for the better.
Meals that are hygienic and served with cutlery to eat it with.
Expected
Augmented
Transformational
Ideation 01
The concept originated from the Network/Value Flow model. The approach revolves around forming dynamic business relationships within the community. When users sign up, we curate a comprehensive profile encompassing their culinary preferences, from favorite cuisines to specific dish choices and preferred restaurants. Alongside, we invite local chefs, skilled homemakers, and authentic eateries to join our platform. Using the collected user data, we equip our partnered chefs and homemakers with insights to craft menus tailored precisely to user preferences. Emphasis on collaborating with homemakers, local eateries ensures that the meals are not just delicious but also come with a homely touch, taking care of the nutritional aspect.
Customer
Aggregator
Local chefs
Small cooks
Delivery Personal
Other sellers - vegetables & other ingredients
Homemakers
Local eateries
Business
Relationship
Employs
Trains & Provide
raw materials
Service
Enabler
Service
Enabler
Business
Relationship
Medium between the
Local chef and the User
Can be employed by the platform
or by the local chef, eatery
Employs
Ideal scenario if the IDEA 1 is implemented
User signs up
on the platform
User preferences data
collected by platform
Platform curates lunch menu basis the data of many users
User is provided with
some options in menu
User places
order
The platform passes on
the order to the respective
eatery, homemaker.
The delivery delivers
the food parcel to User
User receives
home-made lunch
Platform reaches out local chefs, eateries, homemakers for skill building
Provides them with learning resources and raw material to make food.
Encounters
Customer
Actions
Backstage actions
Support Processes
Onstage actions
Support Processes
User see’s it on social media or word of mouth
User downloads the application/ signs up on platform
CA-1
User updates with their preferred choices for cuisine and food dish. Along with their location.
CA-2
The platform seeks talented home cooks, local chefs, and neighborhood eateries in a specific location.
P2
The platform connects with talented home cooks, local chefs, and neighborhood eateries.
BA-1
The platform provides them with tailored menu, trainings and ingredients as required.
BA-2
Order picked up by regular delivery personnel.
BA-3
Food parcel received.
CA-4
Delivery person calls help in case of address related doubts. No calls are made to the customer themselves.
BA-4
The platform receives order and conveys to the specific eater, chef or homemaker.
BA-3
The platform nudges the users with the crafted menu according to their location.
OA-1
The User chooses between the options provided by the platform
CA-3
The application gathers information from users
about their favorite types
of cuisine and specific dishes.
P1
E-n
E-n
End
One Time action
Can be changed or updated
12:00
Start
11:00
Computing updates
P2-1
Update
Line of interaction
Line of Visibility
Line of Internal
Interaction
Ideation 02
A day in office
Yash is working hard to meet is deadline. He is lost work and forgets to order any food, when he remembers its already lunch time.
Come together
Yash and his collogues who may or may not be facing the same issue can come together to form a group. This group should include a localite.
Everyday one person decides where to get food from and orders. A localite can order food from a local kitchen to introduce her friends to food from his/her place.
Others can similarly order from a place that serves food from their local place and introduce it to their friends.
Local Kitchen
Small kitchens that usually supply food to offices around them, get the orders and can also learn their customer demands and patterns.
They can avoid making generic food to cater to everyone and make their local cuisine that they have perfected and is also an economical and healty choice for everyone involved.
Yash now gets to eat with his new friends instead of eating in isolation.
Member can be from different regions, but should include a localite.
Food!
Yash gets to enjoy a warm meal with presence and approval of his mom.
Food gets delivered
What did you eat today?
Knowing his son, Yash's mother thinks of ordering food for her son. Hoping that this is how she can make sure her son eats healthy and on time.
Digital Support
She can use a specially created application to order a meal for her son.
He now gets to experience different cuisine's not as a boundation of his situation but rather a pleasant/collective experience with and through his friends.
Eating together and trying food from each others native place, brings in diversity and this diversity makes the experience unique, fostering a strong sense of this newly built community.
These shared experiences over food with his new close by family and physical apart family keep Yash mentally and physically fit.
While a lot of his problems of moving to a new city might still exist but this would make his transition smother and he would never feel isolated.
And maybe in process he might just find a new home and new home-ly food rather than being homesick ?
Thank you
yashrawt458@gmail.com