Over the course of a six-week module, students will develop a multi-touchpoint service concept for food shopping in the future.
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- Tue 30th of April 2019: Project briefing
- Fri 10th of May 2019: Presentation of service ideation
- Fri 24th of May 2019: Prototype demo with representatives of collaboration partner
- Thu 6th of June 2019: Final presentation with representatives of the collaboration partner
- Fri 7th of June 2019: Deliverables on filer server
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Design Brief
Starting position
The retail sector is under pressure. Due to the ongoing trend towards online shopping, the role of conventional shops has changed fundamentally. The new possibilities are also changing the buying and consumption behavior of customers in the food sector. Food to go in takeaway shops is becoming more and more popular. Customers want it easy and convenient (at train stations, for example) or a special experience (for example, a food experience in a wholesaler).
Question
What is the current purchasing and consumption behavior of 20-30 year olds in the food sector. How must purchasing and catering options be designed in the future over the entire experience journey?
With a focus on today's 20-30 year olds, in-depth questions arise:
- How do they consume (in groups, with friends, in the shared flat, with your family, alone)?
- When do they consume and what factors influence them?
In order to remain successful in the future, the food retailer must strongly orientate itself towards the needs of this target group:
- What is the ideal and future journey?
- When does this have to start? At the moment and when I'm hungry? In the morning, when I get up?
- When and how do I decide? When I am in the shop? Already earlier?
- What should the shop solve for me in the future? Do I want to eat there or even cook there?
- Am I still cooking, or does the supermarket cook for me? And when I cook - do I cook alone?
- Because I'm on the road all day anyway. How much am I really willing to spend on quality food and what does it contain?
The questions are to be directed to the future journey of today's millennials. Not only in Switzerland, but internationally.
Aim
As part of this module, students focus on the shopping and consumer behavior of 20-30 year olds in the food sector and develop future-oriented multi-touchpoint service concepts for the retail sector.
Deliverables
- Well-argued and high quality and visually processed analyses of shopping and consumption behavior in the food sector of 20-30 year olds
- Development of novel service concepts in the form of video scenarios for the presentation of Future Food Retails for the trade fair Euroshop 2020
- The short video scenarios and other useful presentations will be prepared for the Euroshop trade fair visitors in a "VR world"
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CW 18 – Service Exploration
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Deliverables
- A systematic overview of research results (photos, videos)
- Service Experience Map
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Techniques like Wizard of Oz, service prototyping and experience prototyping for real-life scenarios
Downloads & Links
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Deliverables
Aim of the prototyping phase is to specify the look & feel of aspects of our service - resulting in prototypes that don't just illustrate aspects of our service but enable to experience our service and make our ideas testable.
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- Tue 4th of June 09.00 – 09.30: Kickoff Week 6
- Wed 5th of June 09.00 – 12.00: Presentation dry run
- Thu 6th of June 09.00 – 12.00: Final presentation with representatives of the collaboration partner
- Thu 6th of June 13.00 –14.00: Debriefing
- Fri 7th of June, 17.00: upload of all deliverables on the filer server
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Deliverables at Final Presentation
- Final Presentation (PDF & Keynote/PPT/etc)Written
- Service Video Animation (90 - 120 sec)
- Summarized service concept handout complemented with visual explanations as an approximate 2-5 page PDF document
- Service Video (90 - 180 sec)
- UVP (unique value proposition), testable prototype, business/pricing model, market positioning,
- Well-founded argumentation, Action Plan & Recommendations
- Service Documentation
- Food consumption visualization (PDF)