Everyone wants to buy good quality food, but what does quality mean? Is it organic? fresh? looks good? we don't really know.
Qualable: A personalised quality label that helps you define what quality means to you. A service to help people choose good quality food and eat sustainably by imbibing sustainability in the definition of quality.
The aim is to develop a bond between people and the food they buy and thus creating value for it.
The service is also an attempt to blur the lines between the greater good and personal gains by making sustainability more individualistic.
A two layered service which is introduced with a general label in the store showing how well the product performs environmental and social fronts and how well it is rated by the users.
For interested users an app that lets them define what quality means to them and also rate products and connect with friends to see their ratings and reviews.
In the store your profile is compared with the product's profile and the percentage match is displayed as you move along the aisle.
The Process
The project was done as a part of Master studies at KTH. The course, Service Design was held in collaboration with Designit. We were supposed to design a service for the young professionals based on the brief given by Electrolux.
How can we make sustainable eating a preferred choice
User Research
Target group: Young Professionals
living in Stockholm, Sweden
20
Deep Interviews
Pop-up Interviews
Journey Mapping
Clusetring
Insights
Ideation and Concept Development
What followed were multiple brainstorming sessions where the Insights were used for ideation. Ideas were clustered to boil down to 4 different concepts
Dinner Cluedo
Quality Label
Storytelling
Recipe
Dinner Arcade
Trigger Material Testing for User Feedback
15
Trigger material tests
Deep Interviews
4 different trigger materials based on 4 different concepts were tested with 15 respondents falling in the target group, these were followed by deep interviews to fill the gaps in the research.
New Insights
Concept Evaluation
Detailed development
Based on the insights, the details of the service were designed. What information is to be given when and in what form was finalized.
Various scenarios to present the service were detailed out using customer journey mapping and then evaluated.
Personalized label with less information to process in the store and an opportunity to know more later. The app also helps make it a social experience.
Service is presented in two layers ensuring expansion in both breadth and depth.
Sustainability is organically merged with the idea of quality thus ensuring easier shift.
Web browser add-on
Kiosk
Store label + app
Storyboarding and Filmaking
A short video to present the service was to be made.
Storyboarding and scriptwriting was followed by finalising locations, convincing people to act, shooting, praying that the light works and multiple recording sessions. Here are some photos clicked in between those moments !
Describe your image
Team : Anubhuti Gupta, Hannes Engstrom, Jonathan Berg, Leo Sodergren, Sanketh Yeli.
Major tasks: Design research and analysis, Journey mapping and detail development, Storyboarding, Script writing
Duration: September 2019- November 2019