Jamie Kelly - Project 1 & 2 - Comp 3027

Food For Thought
The User Experience Part 1 & 2
Submitted by: Jamie Kelly
February 19, 2016
Instructor: Scott McCrindle
COMP 3027: User Experience and Interaction Design

Food For Thought | Jamie Kelly
Summary ................................................................... 02
The Strategy Plane
Product Objectives .............................................. 04
User Needs .............................................................. 06
The Scope Plane
Functionality ........................................................... 11
Content ..................................................................... 13
The Structure Plane
Interaction Design ................................................ 18
Information Architecture ................................... 19
The Skeleton Plane
Information Design ............................................... 24
The Surface Plane
Sensory Design ....................................................... 28
01
TABLE OF CONTENTS

Summary
Consumers are becoming more aware of the controversy
surrounding the sometimes unethical processing of commodities
and packaged foods. Investigating food safety is fraught with
difficulties and overwhelming for the average patron.
This is where Food For Thought bridges the gap of information
and misinformation, by providing a convenient and insightful
application for making wise choices when it comes to the food
we purchase.
02

THE
STRATEGY
PLANE
03

Primary Business Objective
The primary objective of Food For Thought is to provide an easy-to-use,
informative and friendly service that aids in consumer decisions when
purchasing food that may be deemed unsafe. The application will provide
an intuitive response for guiding judgment. Once a product UPC has been
scanned the service will prominently display a colour coded numerical
score. Green represents safe, orange represents moderately safe and red
is regarded as unsafe. Additionally, there will be more detailed information
below the score that offers labeled scales of the hazards presented by the
process in which the food may have been subjected to.
The application will be provided as a free service to users. However, there
will be four unique streams of revenue to ensure its growth and success.
The first avenue of generating income will be partnerships with advertising
agencies. Ads will be strategically placed throughout the application which
will generate revenue from impressions and click-throughs. Users will be
required to log into the application so that a profile can be kept for displaying
more targeted advertisements based on consumer interests. The consumer
profile will be provided by social platforms such as Google and Facebook and
shared with the partnered agencies.
The second source of gross returns will be generated by partnering with food
and beverage conglomerates. The partners will pay a premium to Food For
Thought in order to tactically promote their products. Promotional products
will be safe-to-eat and enjoyed by the community of food-conscious patrons.
The third means of raising funds will be achieved by offering a paid premium
version of the application. Users will be encouraged to pay a fee in order to
download a more convenient version to their handheld device. The paid-for
application will not contain any bothersome advertisements so that users
can further enjoy their experience.
Lastly, Food For Thought will be collecting valuable data from its users. The
data will in turn be used to sell back to agencies, the food and beverage
industry, and research facilities looking to gain up to date information
on how modern consumers make choices regarding sustenance. The
information will be collected every time a user scans a UPC code.
04
PRODUCT OBJECTIVES

05
Once a user has scanned the code they will be asked if they’re going to purchase
the product based on the information presented to them. Users will not be able
to proceed to scan another product without first making a decision. In addition
to this, the service will save the users choices and will not pester them to make
a decision on the same product twice. This is put in place to prevent users from
skewing the collected data. It is also worth noting that the paid application
will not have this feature as a ploy to generate more premium app sales for the
business.
Secondary Business Objective
The secondary objective for Food For Thought is to educate the population
on making health conscious decisions when purchasing safe-to-eat food. The
information provided to consumers by the application will be sourced from
credible researchers working towards health and safety of the people. Thus,
patrons will be enticed to share their findings through use of the application,
resulting in a promotion of the service and promotion of safer food.
Additionally, the end goal is not to profit, but to encourage change in the food and
beverage industry by way of making a dent in product sales. With any luck, the
reduction in sales will inspire the industry to start making more ethical choices
when producing goods, and to present a better warning system to patrons similar
to the tobacco industry. Otherwise, if the upward trend of healthy foodies
continues to rise then the industries that hold a monopoly on food production
will continue to dwindle.
Objective Metrics
Food For Thought will measure success of these objectives via metrics provided
by systematic software. Tracking software such as Google Analytics will provide
the business owners valuable information on their users. The analytics software
will be used in conjunction with goals set within the web application. The analysis
of the data collected by the tracking software and goal conversions can be used to
determine if the objectives are being met. For example, the primary objective can
be tracked by collecting information on returning visitors and session duration.
Whereas the secondary objective can be measured by setting a goal that is
reached every time a user shares content from within the service. A successful
share is then considered a conversion, thus bringing more value to the application
and data to better calculate the return on investment.

06
USER NEEDS
Food for thought is being designed to serve three user segments:
1- Independent young adults, aged 22-30
The young adult needs the service to be easily digestible, fresh and appealing in order
to capture their attention.
The independent young adults are more technically inclined individuals who’re
up on all the latest trends and can easily learn new software. These users are
just entering into their careers and have recently moved out on their own and
feel that part of adulthood is making wise decisions when it comes to the food
they eat. They feel they need to make up for all the lost years of eating pizza
and cheeseburgers throughout their time in high school and college.
2- Modern parents, aged 30-48
The new parent needs more descriptive information that is easy to understand so they
can quickly determine if the baby food they're interested in is safe for their child.
The modern parent is a concerned, more politically correct user who believes
in reading up on parenting techniques and taking care of themselves. These
users are also concerned with more than themselves as they now have children
to look after and take comfort in knowing they’re making the right decisions
for their kin. They've recently overheard in interpretive dance class that some
foods may contain traces of toxic chemicals and there is a new app on the
market that warns you of these hazards.
3- Middle aged to senior citizens, aged 48-60+
The senior citizen needs legible bold information that is clear and concise. So that
they can easily identify if the product they have scanned is safe to eat.
The middle aged and seniors in their early years are nearing or in retirement
and have much more free time on their hands. During their free time they like
to browse the Internet and try to learn new things so they can keep up with
their children and grandchildren. Recently they've been instructed by their
doctor to take care of themselves if they intend to thoroughly enjoy their
golden years. They've been hearing about a new service that warns you of the
hazards of consuming certain foods on today’s market.

07
HOLDEN
Persona
Age: 25
Occupation: Barista
Household Income:
$36,000
Family:
A siamese cat named
Mr. Whiskers
“I tried surfing once while I was backpacking in Australia, but there was a shark
feeding in the coral reef nearby so our session was cut short.”
Holden’s parents recently bought him a new house in the inner city where he’s
learning how to wash and dry his own clothing.
Technical profile: Very comfortable with technology, spends a lot of time on
Tumblr and sends 100 text messages on an average day.
Internet use: Browsing the Internet from morning to night.

08
KRISTY
Persona
Age: 33
Occupation: Receptionist
Household Income:
$145,000
Family:
Husband & infant
“I would do anything for my children.”
Kristy is a new mother who recently finished maternity leave and enjoys
sipping chai latte’s while jogging with her baby around the waterfront.
Technical profile: Comfortable drafting emails, creating power point
presentations and day to day word processing. Kristy recently learned how to
attach pictures of her baby to emails.
Internet use: Moderate Internet usage, browsing Pinterest and buying framed
photos from Shutterfly.

09
MABLE
Persona
Age: 58
Occupation: Retired nurse
Household Income: N/A
Family:
Husband, 3 children, and
4 grandchildren
“Who is this Vladimir Gluten you speak of?”
Mable is in early retirement, enjoys gardening and playing cards with her
close friends.
Technical profile: Mable knows how to use her iPhone for sending text
messages, scrolling through Facebook and has recently purchased a book
on downloading new apps.
Internet use: Moderate Internet usage, enjoys watching funny animal videos
and looking at photos of her grandchildren.

THE
SCOPE
PLANE
10

11
FUNCTIONALITY
In order for the application to provide a seamless experience for users, the
following core features are pertinent to the success of the first release:
Core Features
1- User authentication
Users will be required to authenticate via popular social platforms (Google
& Facebook) before gaining access to the service. The 0auth authentication
will provide important information to Food For Thought in order to keep a
profile of the user. The profile will grant the user access to the service and
will aid in targeting compelling ads for the user. If the user does not have a
social account, they will be required to register an account with Food For
Thought.
2- Access to the device camera
The application will require access to the user’s camera through modern
API’s. If the users device does not support methods to gain access to the
camera an alternative field for uploading images will be presented to the
user.
3- SDK for processing of the UPC code
The algorithm for uploading the image will use an Optical Recognition
Reader (OCR) Software Development Kit (SDK) provided by ABBYY. The
SDK will provide results in XML format which will be parsed to determine
the manufacturer and product.
4- A database of manufacturers, their products, and the details of their
products
A second set of instructions will be created based on the returned XML
results from the OCR SDK. These results will be used to assemble a query
to the database in order to return the hazard information.

12
5- An intuitive user interface
The returned results from the database will be used to display the
biological, chemical and physical hazard information to the user via the
device browser.
6- Confirmation button (Boolean Gateway)
Before proceeding to scan another product, users must first confirm if they
will be adding the product to their basket. The information will be collected
and used to build profiles on user buying habits.
Additional Features
1- Social Sharing
Users will be presented with methods for sharing the returned results
should they pique their interest. This will aid in promotion of products and
the Food For Thought app.
Second Release Features
In order for the application to meet its expected launch date it is imperative
that Food For Thought launch only the most viable product. This is to ensure
that the released features align with the outlined strategic objectives. Once
the product has been launched and has gained feedback from its users there
will be a review of the collection of “nice-to-have” features.
One example of a feature that has been scheduled for the second release of
Food For Thought is as follows:
If a user scans a product that is regarded as unsafe then the application will
make suggestions for better alternatives.

13
CONTENT
Primary Navigation
An overview of what the service
is, who the service is for and
most importantly, why prospects
should be using the service. This is
arguable the most important page
for the website as it will harbor a
majority of the products selling
points and funnel prospective users
through to meeting strategic goals.
Copy not to exceed 350 words.
A total of 6 images, not to exceed 100kb file
size per image:
1. Above fold banner 1280 x 660px
2. Below fold product image 639 x 308px
3. Product feature image 637 x 370px
4. Background image 3194 x 964px
5. Product feature image 525 x 284px
6. Handheld device image 1677 x 632px
Video not to exceed 1mb in file size and 30
second duration.
Total media budget not to exceed 1624
kilobytes.
Home Text, images,
and video.
Marketing
& Product
Design
A list of what all the product
features are and why they’re
helpful to users. This is an
important page for users who’re
looking for more in-depth reasons
to use the service.
A total of 4 images, not to exceed 100kb in
file size per image:
1. Product image on handheld device 391
x 412px
2. Animated GIF 679 x 366px
3. Product image 528 x 328px
4. Handheld device image 1677 x 632px
kilobytes.
Product
Features
Text and
images.
Marketing
& Product
Design
Description SpecsTitle Type Department

14
A page where users log into the
service and provides a list of
features they will find once they
have logged in. This is a crucial
piece of the website as users will
not be able to interact with the
service without it.
1. Logo 66 x 66px
kilobytes.
Sign In Text and
images.
Engineering
A page for users who do not have
a social media account, this is
where users will sign up for the
service. This is an important page
for converting users who do not
already have accounts on social
platforms..
2. Logo 66 x 66px
kilobytes.
Register Text and
images.
Engineering
A collection of articles and stories
written by industry experts to help
draw in prospects. This section of
the websiteisimportantfororganic
marketing efforts.
Copy per article not to exceed 1300 words.
3. Article image 231 x 233px
kilobytes.
Blog Text, images,
and video.
Marketing &
Research

15
Secondary Navigation
A page where users will find details
related to contacting each different
department of Food For Thought.
This page very important for
existing users, prospective users
and potential investors to find ways
to contact the company.
Copy not to exceed 350 words.Contact Text Management
A page detailing information about
the company, this page is important
to any user who’s interested in
learning more about Food For
Thought.
Copy not to exceed 170 words.About Text Management
A page detailing the available
positions at Food For Thought. This
page is important to users who’re
looking for fulfilling careers with
Food For Thought.
Copy not to exceed 300 words.Careers Text Human
Resources
This page outlines the user's rights
and the providers rights relating
to the provision of this service.
Without this page users will not be
granted access to the free service.
Copy not to exceed 9000 words.Terms of
Service
Text Legal
The privacy policy explains what
information Food For Thought
and its affiliated companies collect
about their users. This page is
useful for users who’re concerned
with how their information will be
used by Food For Thought.
Copy not to exceed 4500 words.Privacy
Policy
Text Legal

16
A page providing links to all legal
information such as terms of
service, privacy policy, commercial
terms, and data usage. This page
is important to users who’re
interested in knowing the legality
of using Food For Thought.
Copy not to exceed 300 words.Legal Text Legal
A page outlining the security
precautions that have been taken
to ensure data safety. This page
is important to any users who’re
interested in learning more about
network security, account security,
and product security.
Copy not to exceed 2000 words.Security Text Engineering

17
After Sign In
The product details page is
essentially the core the entire
product. This page is where users
will find the results of each UPC
code that is scanned. This page is
important to the website because
without it there would be no
service.
1. Safety Icon – 66 x 66px
2. Product Image – 290 x 290px
Rich media scales giving a visual
representation of the risk or hazard
associated with consuming the product.
kilobytes.
Product
Details
Page
Text, Scales, &
Images
Research,
Legal &
Marketing
This page is provided as an
alternative to users who choose
not to share access to their camera
or perhaps have a camera that is
malfunctioning or not supported.
This page is important to the
service because it provides another
way for users to use the service.
1. Upload Icon – 66 x 66px
UPC
Upload
Page
Text and
images.
Engineering

THE
STRUCTURE
PLANE
18

19
INTERACTION DESIGN
The user logs into the system and depending on the device capabilities they will
either use their camera to take a photo of a product UPC code or use the provided
upload field. In either case, the photo is uploaded to the server where it is parsed
and a database is queried to return the desired results. Users then must make a
decision based on the presented results otherwise they will not be able to proceed
with capturing another UPC code.

20
INFORMATION ARCHITECTURE
22
20a
(20a) - Depending on the users device they will be redirected to the part of the page where
they upload a UPC code or snap a picture of a UPC code.

21
21a
21b
(21 a) - If login information is invalid, return the user to the login screen with an
error message. If the login is valid then return the user to login confirmed.
(21 b) - The user makes the decision to either take another picture or exit to
the home page.

22
Vocabulary below
Vocabulary above

THE
SKELETON
PLANE
23

24
INFORMATION DESIGN

25

26

THE
SURFACE
PLANE
27

28
SENSORY DESIGN

Jamie Kelly - Project 1 & 2 - Comp 3027

Recommended

Recommended

More Related Content

Similar to Jamie Kelly - Project 1 & 2 - Comp 3027

Similar to Jamie Kelly - Project 1 & 2 - Comp 3027 (20)

Jamie Kelly - Project 1 & 2 - Comp 3027