Grad Design Studio 2 | Spring 2010
SERVICE MEETS SOCIAL




Katherine Betermier
Yoomi Lee
Gretchen Pinard
Smitha Prasadh
CONCEPT PROPOSAL




                                                             What’s for dinner?




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                                                         Fleat
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                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design S...
CONCEPT PROPOSAL
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                                                      THANK YOU




                   Katherine Bete...
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FourHeads Final Presentation

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The final presentation by Team FourHeads, one of six teams of grad students at Carnegie Mellon's School of Design participating in the annual Microsoft Design Challenge.

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FourHeads Final Presentation

  1. 1. Grad Design Studio 2 | Spring 2010 SERVICE MEETS SOCIAL Katherine Betermier Yoomi Lee Gretchen Pinard Smitha Prasadh
  2. 2. CONCEPT PROPOSAL What’s for dinner? Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  3. 3. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES PARENTS Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  4. 4. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES MOTHERS 80% of purchasing power in households (US Census Bureau) Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  5. 5. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES MOTHERS • 94% of the 108 mothers we surveyed are part of an online social network (Fourheads Survey 2010) • The number of moms who use social media regularly has increased from 11% to 63% since 2006 (Babycenter 2009) • 44% of mothers use social media for word-of-mouth recommendations on brands and products (SocialMedia Examiner 2010) Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  6. 6. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES MOTHERS’ PRIORITY Ease of preparation Locally grown Nutrition Brand Price Organic Specific health concerns Taste (Fourheads Survey 2010) Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  7. 7. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES MOTHERS’ CONSIDERATIONS & PRIORITY Mom’s priority MONEY TIME Nutrition Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  8. 8. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES WHAT ARE THE MAIN CONSIDERATIONS MOTHERS HAVE WHEN PLANNING DINNER? TIME When asked about their biggest struggle around planning meals, they said: “Time and effort!” “Finding the time to make GOOD food” “Not eating the same 10 meals over and over again” Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  9. 9. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES WHAT ARE THE MAIN CONSIDERATIONS MOTHERS HAVE WHEN PLANNING DINNER? MONEY When asked whether they would be influenced by others’ purchasing decisions, they said: Yes... “if it is a good price” “if we get better quality or at a better price” “if we save money” Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  10. 10. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES GENERATIVE RESEARCH People know what they should be eating. Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  11. 11. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES NEED Mothers need a way to address their time and budget constraints in order to prepare nutritionally balanced meals regularly for their families. Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  12. 12. CONCEPT PROPOSAL Fleat Families Learning to Eat Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  13. 13. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLEAT A time-saving tool and interactive network that provides mothers an easier way to save money and make healthy food choices. Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  14. 14. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES SAVE TIME TIME Make healthy food choices MONEY Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  15. 15. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES HOW FLEAT WORKS 2750095847709 Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  16. 16. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES HOW FLEAT WORKS Generates Analyzes nutritional Offers suggestions and shopping lists content of purchases recipes for improvement Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  17. 17. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES WEBSITE Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  18. 18. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES MOBILE Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  19. 19. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES SAVE MONEY TIME Make healthy food choices MONEY Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  20. 20. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLOCK A local group of like-minded women who use their collective purchasing power to get weekly discounts at stores where they frequently shop Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  21. 21. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLOCK Pittsburgh, PA Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  22. 22. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLOCK Pittsburgh, PA vegetarian child with a peanut allergy Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  23. 23. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLOCK Flock Flock Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  24. 24. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLOCK Business Offer 20% Weekly Find 20% Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  25. 25. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLOCK buy! buy! buy! buy! buy! buy! buy! buy! buy! GOAL! 9/16 Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  26. 26. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES FLOCK Seattle Madison Pittsburgh San Francisco Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  27. 27. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES SERVICE MODEL ts en m se rti 20% $ ad ve Business Business Fleat Flocks aggregate data Government Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  28. 28. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES SERVICE MODEL ts en m se rti 20% ve ad Business $ Business Fleat Flocks aggregate data Government Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  29. 29. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES SERVICE MODEL ts en m se rti 20% ve ad Business $ Business Fleat Flocks aggregate data Government Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  30. 30. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES SERVICE MODEL ts en m se rti 20% $ ad ve Business $ $ Business Fleat $ Flocks aggregate data Government Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  31. 31. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES PERSONA Jane Fogel (32) • lives in Pittsburgh • works as a full-time researcher at Pitt • husband, Seth, 35, an engineer • has one child, a 2 year old boy named Charlie Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  32. 32. CONCEPT PROPOSAL Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  33. 33. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES COMPETITIVE ANALYSIS P R E PA R E P U R C H AS E A N A LY Z E SHARE Foodflex Foobi Groupon Epicurious Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  34. 34. CONCEPT PROPOSAL RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES BENEFITS SAVES SAVES MONEY TIME ENCOURAGES HEALTHY HABITS Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  35. 35. CONCEPT PROPOSAL THANK YOU Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

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