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FOOD OASIS April 15, 2011 PROPRIETARY Page 1

MAYA Food Oasis

John Crowley, Daniel Szecket, Mike Sabatini, Katie Scott, Mike Roy

PROPRIETARY

April 15, 2011

MAYA Design, Inc.

2730 Sidney Street

Pittsburgh, PA 15203412-488-2900

www.maya.com


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MAYA DESIGN: Food Oasis

Who we are

MAYA is a technology design andinnovation labOur mission is taming complexity

so that users feel powerful.

We apply human-centered designTo kick start innovation and solvereal world challenges

We focus on the convergence ofusers and the connected worldPeople Information Technology


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What were doing

Our focusThe access to healthy affordable food

Why?The lack of access to healthy food in America is ahealthcare crisis, costing us BILLIONS ($)

Food deserts

# Households no car & > 1 mi to store, 2006 Low-income preschool obesity rate, 2009


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Access to healthy food isnt a luxury Its a necessity

Children who are obese in preschool are more likely to be obese laterPutting them at higher risk for developing diabetes, hypertension,high cholesterol, asthma and premature death

Sources: CDC, Morbidity and Mortality Weekly Report, July 24, 2009 (58(28); 769-773,

11.5%Preschoolers in Pennsylvania who are already obese (2008)(In 1971, that rate was 5%)

23.1%

73.6%

20.9%

26.9%

23.8%

8.4%

No Exercise

Few Fruits/Vegetables

Obesity

High Blood Pressure

Smoker

Diabetes

Risk Factors for Premature Death(Allegheny County)


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Our goal

Close the gap on accessNothing less then eliminating food deserts is acceptable

Anthony is a 4-year-old, who lives in a food desertHe has a higher risk of lifetime health conditions(heart disease, diabetes, obesity). He will not live as

long as his peers and he will cost the healthcaresystem billions.

When Anthony and his Mom become activeparticipants of the local Food Oasis program

They reduce their risk factors for a series of healthcondition, now and in the future. Anthony learns toenjoy home-cooked, simple, healthy food, and that

stays with him for life.


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How

This is a behavioral, social and economic problemTechnology alone cant solve this problem

Were going to use Human-Centered-Design (HCD)To understand the problem and create a solution leveraging technology,but focused on real user needs.

Food Oasis is a platformPurposefully designed with constants and variables tomake it sustainable across a range of locations with

varied constraints (economic, geographic, demographic,etc).


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Core Principles

The platform is built on three principles Active participation among a diverse set of

users and suppliers.

Actionable information through simpletechnology and target collateral

Empowerment of the user community tomake long-term changes.

Empowerment comes from building theplatform to include a number of tools:

Options for outreach and education, Group and social networking support, Goal setting and development, Relevant feedback loops and incentives.

(game mechanics)

Platform is built on

three principles

Active Participation

Actionable Information

Empowerment

3 PRINCIPLES OF PLATFORM


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What is Food Oasis?

A simple SMS based system(because 60% of the worldspopulation has access to afeature phone)

Where a range of users sendindividual requests to a

virtual market, managed bysuppliers.

Its the aggregation of those microuser needs and the use of existingcommunity locations, whichprovides the economic incentiveto the suppliers to participate andprovide healthy, affordable food.


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What weve been up to

We started with a sketch on the white boardNow weve been applying the methods of HCD


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Stakeholder mappingWeve interviewed people from users tosuppliers to community groups

Users: access users, convenience user, collegestudents, elderly

Small-farm producers One small-market supplier

Community groups: Urban Redevelopment Authority Hill House Economic Development Corporation NYC Dept of Health, "Healthy Supermarkets"

Initiative

Local Pittsburgh Food Desert researcher Shady Lane Preschool


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StoryboardsSketch the end to end experience


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Paper prototypeGet feedback from usersHelp the design team avoid blind spots

Lower development costs by catching issues early


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Cover storySketch the future state to drive the experience


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Usability testingEngage the user early

Video of participants usability testing our functional prototype


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Demo


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Whats Next

Continue to apply our HCD methods in building the systemDevelop a pilot program for a 6-8 month trial(were going to need help!)

Focus on the empowerment layer

We understand that the behavior component to change isone of the most challenging to achieve.

We believe there is a significant opportunity to embed arobust motivational / rewards and feedback system intoFood Oasis.

Make no little plans. They have no magic to

stir men's blood and probably will not

themselves be realized.

- Daniel Burnham

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