Fresh x Mindful Chef

2. Team Fresh
Sammy
Hingis
Celine
Immy Aaron Serena

3. The Design Process
1. Desk Research
2. Stakeholder Map
3.Value Proposition Canvas
4. User Research
5. Strategic Innovation Planning
6. Innovation Matrix
7. Co-creation Framework

4. 1. Desk Research
Aim: Familiarisation with the existing service - Mindful Chef

5. +
consulting (co)producing(co) designing (co)managing consulting informing(co) designing(co)producing
stakeholders involved stakeholders impacted
Stakeholders Map
informing
strategic stakeholders providers
Designer
Film-Maker
Brand & Communication
Staff
Community Outreach
Officer
Charity Partner
(One Feeds Two)
Partnerships
Manager
Content
Director
Production
Manager
Food Suppliers
Delivery Service
Head Chef
Co-founders
CEO
Head of Operation
Procurement
Manager
Finance
Manager
Nutritionists Celebrity
Endorsement
Social Media
Press
Customers
Journalists
Investment Platform
(Crowdcube)
Better
Corporation
Certification
Investors of
Crowdcube
Private Equity Firm
(Piper)

6. 2. Stakeholder Map - Insights
Insight 1:
Identifying stakeholders
requires an in-depth study
on the selected case
Insight 2 :
There are a large
amount of stakeholders
fundamental to the
successful business
Insight 3:
It is also the foundation of
our Innovation Matrix and
Co-creation Framework

7. Pains
Gains
Customer
Job(s)
Gain Creators
Pain Relievers
Products
& Services
Lorem ipsum
Value Proposition Customer Segment
Value Proposition
To receive healthy & good quality food
To find meals which suit dietary requirements
To shorten and simplify cooking time
To select quantity of food need
To have as little environmental impact as possible
To support charitable movement
Not at home for delivery
More packaging waste
Lack of dairy or gluten free delivery boxes
High cost of fresh and healthy food
Service decides portion sizes
Subscription service not designed for one-off delivery
Too many promotional emails
To order food online
To choose ingredients preference
To be provided with healthy recipes
To cook healthy & nutritious food
To be delivered food at home
Relieable food supplier
Recipes can be adapted to nutritioned needs. e.g. high protein
All meals take under 30 mins to cook
Portioned food so none is wasted or goes off
Food packaging can be recycled or collected for reuse
Partnership with One Feeds Two
Associated with good causes (Suppliers)
If you are out, they can leave food in a safe place for you to collect
Service collects the meal boxes for reuse
All recipes are gluten & dairy free
Meals tailored to customers’
preferences
Recipe cards to cook meals
All British Suppliers
Subscription Service
Door to door delivery
UK based health focused,
delivered recipe box
?
?
?
?
?
Communication
platforms with
customer on social
media

8. 3. Value Proposition Canvas - Insights
Fit 1 :
Offering healthy, nutritious and
high quality ingredients, they
collaborate with British local
farms
Fit 2 :
Saving customers’ time
by not having to shop in a
supermarket
Fit 3 :
Being able to customise
meals in quantity and delivery
options
Fit 4 :
Using recyclable materials and
being environmental-friendly
Fit 5 :
Interacting actively on social
media and with a sponsor
charity
Gaps :
* Relatively high price
* Not one-off delivery
*Too many promotional emails

9. 4. User Research
Stage 1 :
To use the service ourselves to
become users
Stage 2 :
To find current or past users of
Mindful Chef to interview
Stage 3 :
To create a persona to
represent the users of
Mindful Chef
To evaluate and analyse the service, it was important to engage with users
We have decided on a three-stage approach:

10. Stage 1a : Personal Experience
Group members were interviewed on their experience of the service :
“I haven’t used Mindful Chef before but I have seen their advertisement
on the tube”
“We did have one food item which was delivered out of date”
“The process of ordering is complete within 15 minutes, it’s convenient and easy”
“I prefer to have balanced meals so I chose this as my preference and they show me
some choices of recipes”
“ The emails are a problems, it was too many and they are quite annoying”
Output : A video of the experience and journey map were created

11. Stage 1b : Analysis of User Journey Map
This map is built on differernt sectors of user journey basis on case Mindful Chef analysis. Knowing more insigjts about users in the service, our team have better understanding of users.
Notice the ads Sign up Chooserecipepreference Chooseingredientspreference Selectdeliverydate Fillinaddress Finishpayment Trackdelivery Pickupparcel Openthepackage Choppingandpreparing Followtherecipe Cookthedish Havethemeal Returnthepackage OrderthenewrecipesChooserecipes
Too many ads Information needed Gluten and dairy free Limited choices Complicated process Boring process Boring process Website only
More ways to track Leave at neighbours’Reduce small packages
Reduce plastic packages Video teaching
Sharing platforms
Workshops
Simplify Digital recipes Shorten cooking time Easy to return One-off option
One-click cancelLess packages
Plastic-free
Easy to cookFlexible time
Freshcare package
Link with apps
Not at home option Too many small packages
Too many plastic packages
Time needed Time needed Inconvenient Suscription service
No one-off optionStill lots of waste
Papercantkeeplong
Noteasytounderstand
Notcreativeenough
Retain freshnessUser-friendly interface
User-friendlyinterface User-friendlyinterface Simplifythestage
Reliable suppliers
British suppliers Update frequently
Seasonal change
Gain advises from customers
Quality control
Nutritious and healthyBoring ads
Healthy lifestyle
Interactive ads Useothernumberaccounts Gluten&dairyfreeoptions
NutririonistdesignsrecipesSimplifythewaytosignup
Reliablecompany Reliableingredients Reliableingredients Healthyrecipes Goodqualityoffood Oil-freecookingmethods Multiplerecipeoptions
Simple recipes Less stages Easy to openConvenient pick up point Learn how to cookLess preparation Short time cooking Easy to reuse Less stages to order
Less stages
Convenience Simple process
Posters
Socialmedia
Email
Package FoodRecipepaperFoodWebsite
Requirement
Behavior
Touchpoint
Stage
Emotion
Painpoint
Opportunity

12. Stage 2 : User Interview
A telephone interview was conducted with two current users of Mindful Chef
“ I use Mindful Chef to impress my friends, I’m still the cook but they make me look impressive”
[Quote from interview 2]
Insight 1 :
Mindful Chef is used as
a new experience and to
impress friends
Insight 2 :
The customers noted and
approve of the food quality
Insight 3 :
The service was used
as a one-off not as a
subscription as intended

13. Stage 3 : Persona Camilla Duncon
London, United Kingdom
Gender: Female
Age: 28
Status: Single
Education: Masters in Law
Job: Paralegal
Personality
Camilla is a young and active
worker in the city. She is full of life
and loves socialising with friends.
Passionate about cooking Camilla
loves to entertain but is often
short on time.
Background
Camilla grew up in London before moving to
Leeds to study law. Now working back in
London she is a hard-worker who is doing
well in her job and likes to keep herself super
busy. She aims to keep healthy and is
considerate in what she eats and how much
exercise she gets.
Key Traits
Goals
1. To keep healthy, fit and active
2. To live a sustainable lifestyle
3. To be successful in her career
“I love to cook delicious meals and
bring my friends together”
Motivations
Frustrations
1. Lack of time to cook and socialise
2. Unethical or unsustainable initiatives
3. Not achieving as much as desired
Influencers
1. Instagram celebrities
2. Successful work colleagues
3. Influential speakers
Health
Growth
Power
Social
(Korey Howell Photography, 2017)
SportyHealthy Social Studious
Fear
“I’m so busy it’s hard to find the
time to plan and cook”
All desk and user research
was combined to create
a persona symbolising the
customer of Mindful Chef

14. 5. Strategic Innovation Planning
Five Forces Analysis Strategy Canvas SWOT Analysis
This three tools are used to identify the strengths and weakness of the strategies of Mindful Chef.
The analysis of competitive forces and the factors that may impact the success helps us identify the future direction for development

15. Incremental
Closed Open
Radical
Innovation Matrix Selected Case :
Past - Mindful Chef
Present - Mindful Chef
Competitors :
Type A : Healthy Food Delivery
Gousto
HelloFresh
COOK
Type B : Supermarket Delivery
Tesco
Sainsbury’s
Type C : High-end Supermarket Delivery
M&S
Ocado
Type D : Fast Food Delivery
UberEats
Deliveroo
Type E: Online Shopping Platform
AmazonFresh
Type E : Food Sharing
OLIO
Future - Mindful Chef
1
2
3
4
5
6
7
8
9
10
11
1
2
3
4
5
7
6
9
8
10
11
A
A
B
C
B
C

16. 6. Innovation Matrix - Insights
Insight 1:
The innovation produced
by Mindful Chef has
developed since its launch
and is continuing to move
Insight 2 :
The competitors are
fighting in a red ocean
with high competition
levels
Insight 3 :
Mindful Chef must
progress to using open
and radical innovation
methods to achieve
competitive advantage

17. 7. Co-creation Framework : Final Solution
2. Sign Up
Register online
3. Gathering
Go to the gathering place
4. Introduction
Visit the farm and listen to
the introduction
5. Cooking
Cook with fresh ingredients
8. Action plan
6. Sharing
Share ideas with like-
minded people
7. Review
Provide feedback
Collect data Welcome the participants
and guide them to local farm
Introduce the ingredients
and schedule (Chef,
nutritionist and suppliers)
Co-create with participants
(Chef and nutritionist)
Gain recipe inspiration
Release news on media and
Press
Collect feedback
Plan for next workshop
1. Preparation
Prepare and release the
event
Mindful Chef
Customers
Mindful Chef
Customers
The co-creating cooking workshop
will be held in local farms, which are
the food suppliers of Mindful Chef.
Customers can register and
participate to learn cooking skills,
which would be taught by the chef
and nutritionist from the company.
They can share ideas and provide
feedback in the workshop, which
could help improve future action.

18. 7. Co-creation Framework : Prototype
Aim 1 :
To visualise our final
solution of Co-creation
Framework
Aim 2 :
To clarify the user journey
Insight 1 :
To co-create a craft in a
short time needs effective
teamwork

19. Co-creation Framework
Co-creators Purpose
Location
Future Development Strategy :
A Co-creating Cooking Workshop
Run event at
local farm
Company
Gather new recipes
Increase social media interaction
Expand influences and
improve reputation
Company
Company
Increase publicity
Improve reputation
Get in touch with
customers
Gather new recipes
Earn more income
Incentive
Customer
Learn cooking skills
Share ideas
Enjoy social and fun
event
Customer
Customer
Learn cooking skills
Involve with healthy lifestyle
Share food
Have a fun experience
Make friends
Customer
Attend local farm
Participate in event
Collaborate with
customers to co-design
Incorporate feedback
Review on social media
Chef
Nutritionist
Brand and
Communication Team
Company
Suppliers
Content Director
Press and Media
Existing
Potential
Build networks
Official website
Press and social media
Co-creators Purpose
Location
InvolvementTime
A Co-creating Cooking Workshop
Run event at
local farm
Company
Gather new recipes
Increase social media interaction
Expand influences and
improve reputation
Company
Company
Increase publicity
Improve reputation
Get in touch with
customers
Gather new recipes
Earn more income
Incentive
Start small and grow as it
develops
Activities arrangement
News report after the event
Company
Interaction on social media
Seasonal
Report regularly on
different platform
Company
Customer
Learn cooking skills
Share ideas
Enjoy social and fun
event
Customer
Customer
Learn cooking skills
Involve with healthy lifestyle
Share food
Have a fun experience
Make friends
Customer
Attend local farm
Participate in event
Customer
Cooking
Sharing
Customer
Sign up for the event
Attend the event
Give feedback
Collaborate with
customers to co-design
Incorporate feedback
Review on social media
Chef
Nutritionist
Brand and
Communication Team
Company
Suppliers
Content Director
Press and Media
Existing
Potential
Build networks
Official website
Press and social media
Co-creation Framework
Co-creators Purpose
Location
Future Development Strategy :
A Co-creating Cooking Workshop
Run event at
local farm
Company
Gather new recipes
Increase social media interaction
Expand influences and
improve reputation
Company
Company
Increase publicity
Improve reputation
Get in touch with
customers
Gather new recipes
Earn more income
Incentive
Customer
Learn cooking skills
Share ideas
Enjoy social and fun
event
Customer
Customer
Learn cooking skills
Involve with healthy lifestyle
Share food
Have a fun experience
Make friends
Customer
Attend local farm
Participate in event
Customer
Cooking
Customer
Sign up for the event
Collaborate with
customers to co-design
Incorporate feedback
Review on social media
Chef
Nutritionist
Brand and
Communication Team
Company
Suppliers
Content Director
Press and Media
Existing
Potential
Build networks
Official website
Press and social media

20. 7. Co-creation Framework - Insights
Insight 1:
Holding the cooking
workshops provide an
opportunity for both
customer and Mindful
Chef to co-create
Insight 2 :
Focus on customers’ aim
of healthy lifestyle and fun
experience
Insight 3 :
Different stages including
workshops, press and
social media, can be used
to encourage co-creation

21. Thank you - Team Fresh