Today's Recipe

Gavagna, Rosaluna ; Baxova, Pavla ; Hamø, Christina Pearl Heldt ; Coventry, Hamish Ingles

1. term

Service Systems Design, Master

2018

This project explores how to help families in Denmark decide what to have for dinner by identifying everyday barriers and designing a practical service. We began with desk research to understand the market and existing solutions, followed selected families for a week using cultural probes (diaries), and conducted in-depth interviews about planning, shopping, cooking, and decision habits. Insights were synthesized and turned into ideas through brainstorming, then refined with personas to select concepts. The outcome is “Today’s Recipe,” a supermarket-based concept that inspires with a simple recipe and arranges ingredients so customers can choose according to preferences and quickly decide on dinner. We conducted experience prototyping in a supermarket to assess the user experience, value, and unforeseen drawbacks; feedback informed iterations and detailed mapping of the service ecosystem, touchpoints, and system, including physical elements like recipe cards and posters and digital channels such as the Coop app and opskrifter.coop.dk. Finally, we outlined considerations for implementation strategy. Specific impacts and measurable results are not covered in this excerpt, but the collected insights and testing guided further development.

Dette projekt undersøger, hvordan man kan hjælpe familier i Danmark med at beslutte, hvad de skal have til aftensmad, ved at identificere barrierer i hverdagen og designe en praktisk service. Vi startede med desk research for at forstå markedet og eksisterende løsninger, fulgte udvalgte familier en uge med kulturprober (dagbøger), og gennemførte dybdegående interviews om planlægning, indkøb, madlavning og beslutningsvaner. Indsigterne blev syntetiseret og omsat til idéer gennem brainstorming, hvorefter vi udviklede personas til at filtrere og vælge koncepter. Det resulterede i “Today’s Recipe” – et supermarkedsbaseret koncept, der inspirerer med en enkel opskrift og arrangerer ingredienserne, så kunder kan vælge efter præferencer og hurtigt beslutte aftensmaden. Vi experience-prototyperede i et supermarked for at vurdere oplevelsen, værdi og mulige uforudsete udfordringer; feedbacken førte til iterationer og detaljeret kortlægning af service-økosystem, touchpoints og system, inkl. fysiske elementer som opskriftskort og plakater samt digitale kanaler som Coop-appen og opskrifter.coop.dk. Afslutningsvis skitserede vi overvejelser for implementeringsstrategi. Konkrete effekter og målbare resultater ligger uden for dette uddrag, men de indsamlede indsigter og test informerede den videre udvikling.

[This apstract has been generated with the help of AI directly from the project full text]

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Baxova, Pavla:

• Community cultivation in the context of a creative hub. A case study. (2021)

Coventry, Hamish Ingles:

• The role of Service design and Collaborative learning supporting the customization of Design workshops for children (in an AI design sprint use case) (2020)