Veggie hunt

The targeted outcome of this project was to understand Copenhageners’ food consumption habits using research to ultimately come up with concepts to shift their behavior towards a more glocal, healthy and sustainable lifestyle. Throughout this research, data was collected using various techniques. Starting with infield observations in cafes and supermarkets, followed by two in-depth interviews with families.

Synthesizing the collected information, 2 key insights arose:

  • Lunch boxes have a predominant role in kids’ food education and habits, therefore indirectly affecting families all together towards healthier diets.
  • Copenhageners tend to follow unhealthy traditions on special occasions like Christmas or friday nights thus turning unhealthy food into a desirable forbidden pleasure.

Based on these key insights three ‘How Might We’ statements were formulated and presented to colleagues for further ideation and preliminary concept creation:

  • How Might We define an exciting system for kids turning healthy food into a desirable thing?
  • How Might We define an exciting system for kids turning healthy food into a desirable thing?
  • How Might We redefine the ecolabel to positively communicate the correlation between sustainability and health, efficiently?

The preliminary concepts and underlying hypotheses were tested in co-creation activities with new interviewees.

Co-creation resulted in the following 2 refined concepts:

  • An augmented reality game in the form of treasures’ hunt with an educative purpose. Throughout the week kids virtually collect several ingredients within the game. Once the ingredient list has been completed, the parent receives instructions to buy the respective food. The goal is to create a family activity around cooking on Friday nights, involving kids in the whole process.
  • The second concept is meant to educate citizen on sustainability and health in an efficient way. Partnering up with supermarkets, the idea is to have a point system for users to reward sustainable or healthy purchases. The points can be used on later purchases or can be donated to a charity.

The main take away from this class was learning to construct and conduct interviews, identify key insights, create user profiles, use different methods of synthesizing information from potential users and testing ideas through co-creation activities.