During this project, I've developed a concept, solving the following problem:
We're surrounded with seductive terms and images on food packaging. It's hard to get take control of your food decisions. Next to this, a big part of the population has some serious shortages in their diets.
However, people between 25 and 35 do have the motivation to eat healthier, but do not have a practical solution with all these advises and opinions.
There are already a lot of food-related applications on the market, but most of them have the same functionality: counting calories. But if those calories are good for your body or not is a whole different story.
This problem was emerged from research with the target audience and existing solutions. This research was conducted in the form of surveys, observations, interviews and desk research.
Based on the results of this research, a persona was made. This persona was used as a base for the idea-generation phase. I started with 25 ideas that were very different and used different kinds of technologies. A concept was chosen that is best suited for the target audience and context.
The core of the concept is: 'Doing groceries with the view of your body.' The user scans products with his/her smartphone and gets an advise. On this screen, (s)he will see how happy her body would be with this product and which alternatives are healthier. The knowledge used for these advices are gathered from present-day research.
The concept was tested in it's context by using a card set. I have followed people during their grocery shopping, and when they grabbed a product, I handed them a card with a grade. With this, I tested their reactions to the grade (which is the core of the concept).
This project showed me that testing the concept in it's context is really important. To see the reaction of the target audience is valuable for the further development. It shows what factors need to be taken into account during the design process (like the fact that people only have one hand available when they do their grocery shopping).