[Gold Award] Famifood-Family farming and food education services

The design team focused user interviews on understanding the current status and expectations of family food education to identify user needs and identify service gaps. In understanding the current situation of children's food education, the design team aims to reveal the processes, touch points and problems faced by parents when conducting food education, and use the combined analysis of secondary data to accurately locate the pain points and opportunities for families in the current situation. Provide basic data for subsequent design. At the same time, interviews with parents and children about the food education they expect are aimed at understanding their vision for food education and cherishing food, providing new ideas for design and establishing the direction of food education services. According to the interview results, parents attach great importance to the effects of food education. They are concerned about cultivating their children's actual behavior and attitude changes in food education, and expect this kind of education to have a positive and lasting impact on their children.

Through preliminary research and interviews, the design team determined user portraits: First, parents who are friendly and open to accompany their children as they grow up. Parents in this type of family have higher incomes. They are willing to spend time with their children as they grow up, and have a profound understanding of food education. The second is children who are picky eaters and waste food. These children are full of curiosity and desire to explore the world around them, especially in communication. The third is enthusiasm and perseverance starting from food. Educators, who are not only committed to environmental protection and love nature, but also have profound professional knowledge in food education; fourth are institutional camp directors who lead decision-making and overall management. They are responsible for cultivating the curriculum and overall management of nature lecturers in their daily work. It is a key part of the entire service design.

Together, these four user personas form the focus of the design team, providing them with diverse needs and expectations. Generally speaking, parents hope to build the family into the best place for food education, hope to become role models for their children through their own actions, and are willing to spend time with their children, but they lack professional knowledge in food education. Among children, picky eating is a common problem and usually requires patient guidance from parents, who often believe that eating will hinder play. The awareness of cherishing food is low, and there is widespread indifference to food waste. For food education lecturers and camp directors, they believe that food education, in addition to cherishing food, is crucial to children's physical and mental development, and hope that food education will be more interesting and allow the whole family to participate.

Based on this, the design team drew a user journey map and service blueprint:

During the design process, the design team not only had an in-depth understanding of user needs, but also conducted detailed market research. By analyzing existing food education institutions, online food education platforms and food education products, the design team had a profound insight into the industry and concluded The core pain points and corresponding core needs are identified, and we strive to create a targeted food education service that is close to the reality of Chinese families.

The design team hopes to change the teaching curriculum that is boring, inadequate in food education, unsystematic in teaching, and not effective in the long term, create an open and inclusive education method, and build a democratic and equal parent-child relationship. "Grow a roomful of green vegetables, cook a delicacy for a while, and treasure a meal for a lifetime." In response to children's food waste behavior, the design team advocates allowing children to understand the origin of food from activities such as planting vegetables, and to understand the origin of food from cooking food. It is not easy to establish a supervision mechanism so that families will no longer waste food and build awareness of cherishing food.

The service system consists of three parts: farm, family and online platform. The online platform runs through the entire service process. The team narrated the service process in the form of storytelling and truly led us to experience the fun of Famifood.

One day you were looking for food education courses at an institution and found that the quality of the courses was much better than before. In fact, because the R&D team used the teaching and research platform to communicate and learn with other institutions, the courses were iteratively upgraded. You quickly chose a course called "Growing a Vegetable", and a few days later you received a course package delivered by the institution, which included a food education picture book and planting tools. You accompany your children to prepare for the farm day.

By the time farm day comes, you realize you’re no longer stuck around taking photos of your kids. Under the guidance of the teacher, you can also experience food and nature with your children. During the class, the camp director will evaluate each family's performance, and the instructor will also observe the children's food waste during the meal session. At the closing ceremony, the organization will distribute teaching aids to families that will be used in the future. You will also accompany your children to draw two blind blind boxes of seeds with the theme of eight major cuisines. This kind of gameplay can not only enhance the fun of planting, but also allow children to In the following studies, I will think about how to turn a seed into a delicacy on the table, build an understanding of traditional Chinese food culture, and feel the charm of the eight major cuisines. On this day, the lecturer imparted a lot of food education knowledge, and you no longer have to worry about not being able to answer your children's questions.

After returning home, open the seed blind box. You need to select the corresponding seed package on the platform and plant it with your child. Using fertile soil issued by the agency for planting can increase the success rate. Children can record the results of daily labor and plant growth in the observation booklet. On this supporting platform, you can maintain long-term contact with lecturers, and you can find lecturers to answer questions at any stage. After the crops mature, you need to upload a photo and the instructor will review it. After passing the review, the staff will arrange the delivery of the food package.

During this process, you can view the delivery status and details of the ingredient package, including the ingredients, cooking tutorials and precautions. You can also receive an exclusive training plan customized by the instructor after class to help improve your child's daily habits. If you are not satisfied with the training plan, you can also modify it to monitor your child's meal behavior. After the supervision check-in is completed, you can light up the map of the 8 major cuisines, obtain experience coupons and other seed packets, and continue to explore other cuisines with your children.

The design team summarizes the touchpoint design as follows:

Afterwards, the team conducted a usability test on the food education service and invited a classmate who had had a similar experience to restore the scene. He found the process of drawing blind boxes and converting results very interesting, which inspired his interest in continuing to participate. However, he also mentioned some room for improvement. First, the integration of online and offline parts is still insufficient, and second, the touch point design of service providers accounts for a relatively small proportion.