UX Research
Information Visualization
System Design
System Mapping
System Thinking
Guided by : Jonak Das | CS Susanth
Nilesh Misal | Dr Vijay Singh Katiyar
10 weeks
Semester 4
The Simmer & Share Society
Part 1
Objective
To understand a system by unboxing it using a system thinking approach to identify strengths, weaknesses, and potential for improvement. Creating a visual map to identify problem areas or opportunity areas and thereby formulating a solution.
The process commenced with an exploration of key industries that serve as the backbone of India's economy. Among these, the food industry emerged as a significant focus, encompassing not only production, manufacturing, and logistics but also the intricate network of food services that facilitate its journey to the consumer.
Delving into this domain proved to be captivating, as it provided insights into areas ripe for improvement and opportunities to leverage as a retail designer.
Topic chosen :
Food Industry
Design approach
Discover
Understanding brief
Secondary Research
Primary Research
Mapping
Understanding brief
Secondary Research
Primary Research
Mapping
Insights
How might we?
Design Brief
Proposed solution
Service blue print
Value proposition
Concepts and ideations
Developing design deliverables
Testing
Define
Develop
Deliver
Food for
Thoughts
Understanding the food industry through secondary research
Factors contributing to the sharp growth in demand for processed foods include increasing urbanization, increasing disposable incomes, changing spending patterns/ priorities, the emergence of nuclear families, and the growing need for convenience foods in dual-income nuclear families.
A new sub-scheme of PM Matsya Sampada Yojana with a targeted investment of Rs. 6,000 crore (US$ 729 million) to be launched to further enable activities of fishermen, fish vendors, and MSEs, improve value chain efficiencies and expand the market.
Focus areas of the map
Important
Ingredients
Stakeholders
Food services
Government policies and bodies
Future of food
Food Cycle
Awareness
Food Trends
Experience
A consolidated insights from various stages of primary research
Food Service
Primary Research Areas
Food
providers
Food service
providers
Delivery
partners
Customers
Commission Fees: Delivery platforms charge commission fees on each order, which can eat into restaurant profits, especially for high-value items.
Cloud kitchen - Dont require a proper setup like restaurants, hence there is lesser investment and more revenue generated through online reach. But it is challenging to attain the trust of customers.
Cloud kitchen - Delivery platforms offer valuable data on customer preferences and ordering trends
Convenience for Customers - Customers enjoy the ease of ordering directly through an app, leading to more frequent orders.
Delivery Dependence: Excessive reliance on online deliveries can make restaurants vulnerable to changes in platform policies or customer preferences.
Boosted Sales - Online orders can significantly increase sales, especially for new or smaller businesses that might not have a large established clientele.
To gain insights from the restaurant perspective, we visited cloud kitchens and traditional restaurants. Short interviews with the owners revealed details about the onboarding process with online delivery services. They also shared their experiences with the benefits and drawbacks of partnering with these platforms.
Primary Research Areas
Food Providers
Loss of Control Over Brand and Menu: Delivery platforms may represent the restaurant to the customer, impacting brand perception.
Increased Reach and Visibility -delivery platforms expose restaurants and cloud kitchens to a wider customer base, potentially reaching people beyond their local area.
Online food delivery tie-ups offer a double-edged sword for restaurants and cloud kitchens. While they present opportunities for increased reach and sales, they also come with challenges related to fees, brand control, and profit margins.
Primary Research Areas
Delivery Partners
24 delivery partners across various various age groups, backgrounds and delivery schedules were interviewed and observed. Here are some insights from the overall interaction and observations.
2024 Portfolio
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