My Framer Site

BRIEF

Design Service in Charnwood

Responding to the university's challenge, we dove into Charnwood's public health data and dining habits, tasked with creating a future-state service that would make healthy, sustainable dining the norm, not the exception.

MY ROLE

Service Designer & Collaborative Leader

As a Service Designer & Collaborative Leader, I spearheaded our approach, blending UX methods with empathetic design, using tools like Miro for brainstorming and facilitating workshops that turned diverse team inputs into unified, actionable strategies

SERVICE DESIGN | CLASSROOM PROJECT

Welcome to PureBites:

Revolutionising Fast Food

Healthier, Happier Communities

PureBites

Our analysis revealed a significant gap: 60% of Charnwood residents sought healthier fast-food options they felt good about. PureBites was our answer, aiming to transform the local food scene with sustainability at its heart.

"By 2028, more than 100,000 local fast food restaurants across the globe have adopt- ed healthier and sustainable menu alternatives, reducing the world's carbon footprint by more than 5 million tonnes and improving the health of over 500 million people."

~ Future-State Design

Charmwood Coop Data

How we brought this vision to life?

Through a sequence of strategic activities and design thinking exercises, we refined and honed our initial vision, crafting a narrative ready for an impactful pitch. We leveraged activities like user personas and empathy mapping, alongside rapid prototyping sessions, to distill our vision into a service model that truly resonated with both vendors and customers alike.

IDEATION MAP

The ideation map was an essential activity in the process as it serves to broaden the ideational horizon, fostering a robust exploration of potential solutions. By identifying blockers and removing them we came up with possible solutions and tallied them against desirability, feasibility and viability to achieve the most impact for the vision we set out to create.

One notable blocker was the perceived cost barrier of healthy ingredients. We tackled this by designing a model where local sourcing and bulk buying agreements made healthier options cost-competitive.

STAKEHOLDER MAP

The stakeholder map is a critical tool in service design as it identifies all parties involved and their interrelations, ensuring that the service is developed with a comprehensive understanding of the ecosystem.

The stakeholder map provided valuable insights by clarifying the roles and needs of various stakeholders—including local businesses, suppliers, and consumers—thereby shaping a service that offers mutual benefits. It helped to pinpoint where value could be added, informed the service’s features, and guided the creation of a value proposition that addressed the specific requirements of each stakeholder group, to foster healthier food choices within the community.

A surprise insight was local suppliers' eagerness for collaboration, significantly shaping our service to support a farm-to-table approach, enhancing our community impact.

VALUE PROPOSITION

Value proposition maps were instrumental for the project as they succinctly captured the benefits and experiences the service aimed to provide to its stakeholders. These maps enabled the team to align the service’s features with customer desires and pain points, ensuring a product-market fit.

This clear articulation of value was essential in designing a service that was not only desirable and beneficial for the end-user but also viable and feasible from a business perspective.

PureBites stands out by offering a 'Signature Healthy Twist' on classic fast-food items, like quinoa-based burger patties, ensuring our menu excites the palate while nourishing the body.

PRIMARY RESEARCH

On-site interviews in Charnwood unveiled a universal desire for eating out without the guilt, directly informing our strategy to prioritize transparency and education in our menu design.

On-site to conduct primary research 🖊️

Now that the work’s done!

Let’s Pitch this Service Idea!! 💡

“We believe we can transform the fast food experience where Shepshed is a global leader in healthy and sustainable produce. All residents are empowered to make informed food choices in a convenient, affordable and guilt free way.”

~ Our Vision

What makes our service work?

CORE PILLARS

Customised Menu for Restaurants

We provide customised, nutritious and delicious menus for restaurants, tailored to the specific nutritionists and local taste preferences of the Shepshed area, with regular updates of seasonal produce and new recipes to keep customers en- gaged.

Reliable Partner Network

We have established a reliable partner network that includes local suppliers, nutritionists, brand strategists, accountants and distributors. These stakeholders will be carefully vetted to ensure that they provide high-quality, sustainably sourced ingredients that meet the nutritional needs of customers.

Transparent Communication

We prioritize transparent communication with all stakeholders through various channels, facilitating understanding and feedback to continuously improve the service's value and benefit towards healthy eating, sustainable sourcing, and support- ing local businesses.

BUSINESS MODEL

How to make it work in the real world?

User feedback sessions confirmed our three-pillar approach was on point, particularly praising our digital platform for its ease of finding healthier dining options. This validation was crucial in refining our subscription-based business model, tailored for local restaurants eager to join the healthy eating movement.

SERVICE ECOSYSTEM

Where is the service situated in this environments and their inter-relationships

Bringing the service to life and seeing the value being added at different stages

JOURNEY MAPS

Creating a user story and explaining the need of this service in today’s place

VIDEO PROTOTYPING

Evidence driven insights we found through sharing the idea with stakeholders

USER TESTING

Psychological Value

A Guilt-Free Fast Food Experience

Ecological &

Ecological & Societal Value

Community Health

Economical Value

Local Economic Growth

Our service ecosystem map revealed the untapped potential of integrating local wellness programs, inspiring us to include nutritional workshops as part of PureBites’ offerings.

Journey mapping sessions brought to life the customer’s seamless transition from curiosity to satisfaction, a story we then vividly captured in our video prototypes.

User testing not only validated our concept but also ignited conversations on expanding our service reach.

PureBites is more than a service; it's a movement. From uncovering Charnwood's hidden data gems to reimagining the fast-food menu with a healthy twist, every step has been a leap towards a greener, healthier future. As we gear up to launch, we invite you to join us at the table where every meal is a celebration of health, community, and planet. Here’s to changing the world, one bite at a time.

Bon Appétit!

Let’s launch PureBites with the world through a website for easy access

FINAL OUTCOME