foodie

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

3  

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    

DISCOVERY

4  

ENVIRONMENT USERS FOOD SERVICES

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

OPPORTUNITIES

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Cultural integration Accessible

Local

COLLABORATIVE CONSUMPTION

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

INSPIRATION

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BUILDING COLLABORATION

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

How do we connect cultures, cuisines and community ?

CHALLENGE

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    

DEVELOPMENT

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‘COMPANION EXPECTATIONS’

trust

engage

integrate

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

DEFINITION

10  

RELATIONSHIP – INTIMACY

VALUE - G

OU

RMET

“networkers”  

“freeloaders”  

“gourmets”  

MAPPING MEAL SHARING

“companions”  

11  MSD  FOODIES  |  FOODING  TOGETHER  |  NOVEMBER  27  2013    

Connecting cultures, cuisines and community

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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13  MSD  FOODIES  |  FOODING  TOGETHER  |  NOVEMBER  27  2013    

What

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

DESCRIPTION

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uploads  the  extra  meal  with  descrip;on  

verifying  new  registra;ons    

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  ra;ngs  

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

17  MSD  FOODIES  |  FOODING  TOGETHER  |  NOVEMBER  27  2013    

How

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  –  op;mise  -­‐  share  

meal  

trust  -­‐  connect  -­‐feedback  

vouchers  

promo;on  -­‐  

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    

BROCHURE

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1

3

FIND A MEAL

MEET

1LIST

CONFIRM

COOK

BOOK IT2SHARE A MEAL?

ARE UHUNGRY?

JOIN THE TABLE! ww

w.fo

odie

.com

CONVENIENT

HOME MADE

NEARBY

NEW CUISINE A meal sharing service that connects neighbours over a home cooked meal. Did you cook an extra meal today? How about inviting your neighbour over.

Learn about other cultures, try new food and feel part of your community

Search by cuisine and location

Let your host know how manyseats to save

2

3

Post your extra meal

Accept the meal request

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

POSTER

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www.foodie.com

A meal sharing service that connects neighbors

over a home cooked meal

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

FACEBOOK

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

TWITTER

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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    

PERSONAS

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HOST:    JAYA  

Indian,  42,    loves  cooking  tradi;onal  food  for  her  husband  and  friends.    Works  in  a  beauty  center  and  has  been  in  Italy  for  10  years  and  enjoys  the  community  

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

PERSONAS

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GUEST:  LEANDRO  

21  years,  6  month  Erasmus  student  from  Argen;na.  He  doesn’t  cook  much  and  is  fed  up  of  ea;ng  pizza  and  sandwiches  

GUEST:  MR  &  MRS  KIRECCI    

The  Turkish  couple  (30s)  are  busy  working.  They  like  to  cook  on  weekends  only  and  having  moved  to  Dergano  two  years  ago,  decide  to  meet  their  neighbours  

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

VIDEO STORY

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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    

PLATFORM JOURNEY

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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  verifica;on  

lists  diet  &  ;ming  

send  request  pay  

give  feedback  

explores  website  

CONNECT  

dine  

signs  up  

applies  for  verifica;on  

lists  cuisine  &  ;ming   cooks  

give  feedback  dine  

voucher  &  shops  

develops  plagorm  

updates  plagorm  

verifies  users  

process  payment  and  points  

receives  points  

monitor  feedback  engage  sponsors  

validates   issue  voucher  

brochures  adver;se  plagorm  

accept  voucher    

post  meal  

accept  request  

value  flow  

33  MSD  FOODIES  |  FOODING  TOGETHER  |  NOVEMBER  27  2013    

Why

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

BUSINESS MODEL

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2013 – (-)3.600€"2014 – (-)300€"2015 – 580€ "

OUTFLOWS!Platform dev"Infrastructure"Lawyer feed"Salary"Rent"Marketing"Utilities"Maintenance"Credit Card Comission"

INFLOWS!Sponsors (platform)"Partners (vouchers)"Fee"

0  

20000  

40000  

60000  

80000  

100000  

120000  

140000  

2013   2014   2015   2016   2017   2018  

Ouglows  

Inflows  

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

BUSINESS MODEL

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"BreakEven Point by 2014 ""30 meals daily = 900 users"

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

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

GOING FORWARD

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take away mobile app/chat

badges

differentiate meal value

two way invitation

1 4 3

5

franchises 2

6 meet ups 8 blog 7 cook together 9

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

38  MSD  FOODIES  |  FOODING  TOGETHER  |  NOVEMBER  27  2013    

Find out what’s cooking next door…

Thank you! Ana, Rafael, Gabriella, Suleiman, Leandro, Sonali

39 MSD  FOODIES  |  FOODING  TOGHETER  |  CASE  STUDY  |  DATE  NOVEMBER  27  2012    

www.foodie.it  

WHO  INVENTED:  MSD  FOODIES  -­‐  Gabriella,  Ana,  Leandro,  Sonali,  Rafael,  Suleiman  WHEN  Nov.  2013  

WHERE:  Dergano  &  Bovisa,  Milan,  Italy  

THE  FIELD:  FOOD  

WHAT  IS  IT  Web  based  plagorm  that  provides  a  mul;cultural  home  cooked  food  sharing  service  in  the  Dergano  &  Bovisa  Neighbourhood.    

WHO  ARE    THE  USERS  Students,  workers  and  immigrants  

WHY  IT  IS  INTERESTING  It  integrates  a  mul;  cultural  community,  provides  affordable  and  convenient  dining  op;ons.  

A  WRITTEN  DESCRIPRION  OF  THE  SERVICE  /  HOW  DOES  IT  WORK      

The  residents  of  Bovisa  can  make  an  extra  meal  for  their  neighbour  –  they  will  op;mise  their  cooking  efforts  and  integrate  into  the  community.  The  “host”  will  cater  to  other  residents  who  would  like  to  eat  a  home  cooked  meal,  try  a  new  cuisine,  have  an  affordable  and  convenient  dining  op;on  and  integrate  into  the  community  by  mee;ng  neighbours.  

Foodie  is  the  plagorm  that  will  facilitate  this  food  sharing  community  by  allowing  people  to  post  meals,  menus  and  to  search  by  cuisine  and  loca;on.  The  quality  of  meals  offered  and  dining  experience  will  be  reflected  in  the  ra;ngs  users  give  each  other  –  by  not  allowing  cooks  to  set  their  own  monetary  price  for  meals,  we  are  building  trust.  The  meals  remain  affordable  to  ensure  this  exchange  becomes  part  of  the  daily  lives.  Exchange  –  When  a  “guest”  signs  up  for  a  meal,  he’s  charged  1€  by  the  plagorm.  The   plagorm   will   them   give   Foodie   points   to   the   “host”   for  having  offered   the  meal.The   “host”  will   be  able   to   redeem   the  Foodie  points   at   the  Organic   Food  Market  using   the  e-­‐Voucher  provided  by  the  plagorm  and  it’s  partners.  

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LIST  OF  TOUCH  POINTS    Word  of  mouth;  Brochure;  Website;  SEO,  Voucher,  Organic  Food  Market,  Social  Media  

TECHNOLOGY  INVOLVED    Internet  

LIST  OF  ACTORS  AND  ROLE/RELATIONS  Host:  Posts  meals,  menus  and  cooks  Guest:  Searches,  books,  eats  Foodie  Plagorm:  maintains  the  plagorm,  verify  new  users,  monitors  user  ra;ngs  and  gives  “foodies”    Grocer:    By  partnering  with  Foodie,  they  build  a  loyal  clientele  in  Bovisa  -­‐Dergano  

OFFERING  (CORDINATE  IMAGE)  Community,  Integra;on,  Home  food    

DIFFUSION  (DATA  ABOUT  QUANTITY/CRITICAL  MASS)  Started  in  the  Bovisa-­‐Dergamo  area  in  Milano,  Italy  and  in  less  than  a  month,  gained  over  100  users  (30  only  cook,  40  only  eat  and  30  do  both)  

CUSTOMER  EXPERIENCE  (STORYBOARD)  SERVICE'S  CHARACTERISTIC:  

MSD  FOODIES  |  FOODING  TOGHETER  |  CASE  STUDY  |  DATE  NOVEMBER  27  2012    

www.foodie.it  

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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  verifica;on  

lists  diet  &  ;ming  

send  request  pay  

give  feedback  

explores  website  

CONNECT  

dine  

signs  up  

applies  for  verifica;on  

lists  cuisine  &  ;ming   cooks  

give  feedback  dine  

voucher  &  shops  

develops  plagorm  

updates  plagorm  

verifies  users  

process  payment  and  points  

receives  points  

monitor  feedback  engage  sponsors  

validates   issue  voucher  

brochures  adver;se  plagorm  

accept  voucher    

post  meal  

accept  request  

value  flow  

WHO  INVENTED:  MSD  FOODIES  -­‐  Gabriella,  Ana,  Leandro,  Sonali,  Rafael,  Suleiman  WHEN  Nov.  2013  

WHERE:  Dergano  &  Bovisa,  Milan,  Italy  

THE  FIELD:  FOOD  

SERVICE  BLUEPRINT  

41 MSD  FOODIES  |  FOODING  TOGHETER  |  CASE  STUDY  |  DATE  NOVEMBER  27  2012