1. Molly Sonenberg FA102B
Research From The Web And Quora
Professor Klinkowstein
Article
The Future of Health and Wellness in Food Retailing
www.iftf.org/our-work/health-self/health-horizons/the-future-of-health-and-
wellness-in-food-retailing/
2. Molly Sonenberg FA102B
Research From The Web And Quora
Professor Klinkowstein
Excerpt
“This project helps food retailers connect the dots
between food and health, design strategic processes that
help retail stores respond to this future, and offer their
customers a more holistic approach to food retail.” – The
Future of Health and Wellness in Food Retailing
3. Molly Sonenberg FA102B
Research From The Web And Quora
Professor Klinkowstein
Related Quora Question
What are the issues you face when finding and buying
foods to fit your diet/lifestyle?
4. Molly Sonenberg FA102B
Research From The Web And Quora
Professor Klinkowstein
Related Quora Question: Answers
“I’m a vegan and one of the biggest challenges I face is to
make sure that I combine the right foods to get an optimal
amount of nutrients that I require.”
5. Molly Sonenberg FA102B
Research From The Web And Quora
Professor Klinkowstein
Related Quora Question: Answers
“I get overwhelmed by the sheer number of choices I can
make in purchasing food. I inevitably end up buying cheap
and easy foods, which means that they are heavily
processed but easily eaten.”
6. Molly Sonenberg FA102B
Research From The Web And Quora
Professor Klinkowstein
Related Quora Question
What are the top food misconceptions?
7. Molly Sonenberg FA102B
Research From The Web And Quora
Professor Klinkowstein
Related Quora Question: Answers
• Healthy means low fat
• Natural means healthy
• “That health claims on food [products] are true”
8. Molly Sonenberg FA102B Professor Klinkowstein
How Can We Trust the Food Retailing Industry?
Research From The Web And Quora
Finding
9. Molly Sonenberg FA102B Professor Klinkowstein
An app that lets you build a fridge from brands that align
with ethics
Draft Product or Service Idea
How Can We Trust the Food Retailing Industry?
10. Molly Sonenberg FA102B Professor Klinkowstein
• Ecology, Environment, Animal Friendly Activists
• Middle class+ individuals with a $50,000+ salary
• Individuals who live near specialty food stores
User/Customer Experience Map
Audience
11. Molly Sonenberg FA102B Professor Klinkowstein
• Choose which values matter most to you
• Select categories of food you want to purchase from
virtual refrigerator
User/Customer Experience Map
About the Product
12. Molly Sonenberg FA102B Professor Klinkowstein
• Scroll through each category to find a brand that
matches values and product needs
• Find grocery stores that sell your selection
User/Customer Experience Map
About the Product
13. Molly Sonenberg FA102B Professor Klinkowstein
• Advertisements on health, economy related websites
• Promotional videos about the app on social media
User/Customer Experience Map
Encountering the Product On-Line
14. Molly Sonenberg FA102B Professor Klinkowstein
• Consideration: Learn about bad business practices of
certain food brands
• Use: Receive recommendations on brands that align
with beliefs
• Post: Feel better about your body, choices
User/Customer Experience Map
Encountering the Product On-Line
15. Molly Sonenberg FA102B Professor Klinkowstein
• Consideration: Listen to fitness social media
influencers on their experience
• Use: Find products with/without the additives, follow
influencer’s fridge
• Post: Become part of a community
User/Customer Experience Map
Encountering the Product On-Line
16. Molly Sonenberg FA102B Professor Klinkowstein
• Find app representatives at trade shows (with demos
of food products)
• Demos of the app at local grocery stores
• Attendance at local walks and health events
User/Customer Experience Map
Encountering the Product Off-Line
17. Molly Sonenberg FA102B Professor Klinkowstein
• Consideration: Interact firsthand with app users,
receive coupon for store
• Use: Download app immediately, first encounter is
guided
• Post: Understanding of app, monetary reward
User/Customer Experience Map
Encountering the Product Off-Line
18. Molly Sonenberg FA102B Professor Klinkowstein
• Consideration: Physically see what is going into
brands you purchase from
• Use: Download immediately because afraid of
negative side effects of mislabeled foods
• Post: Relief
User/Customer Experience Map
Encountering the Product Off-Line
