Research and development
Fresh Future is a service that aims to promote healthier food options and support the community by connecting local farmers, restaurants, and customers. By using service design methodology, I created a B-B-C process that addresses the needs of all stakeholders and leverages the opportunities in the fast food industry, which is expected to grow to £90 billion by 2027.
Fresh Future Consulting
Project duration: 6 weeks
Role: Experience Service Designer
Objective:
Transform the fast food industry by offering healthier and sustainable menu alternatives for local fast food restaurants in Shepshed, UK.
Current issues
Lack of healthy and convenient options for time-poor people at an appropriate price
Traditional fast food negatively impacts health and the environment
Vision statement:
"By 2028, local fast food restaurants across the UK have adopted healthier and sustainable menu alternatives, reducing the world's carbon footprint and improving the health of up to 50 million people."
Ideation & Further Development B-B-C
Research and Analysis
Ideation and Prototyping
Testing and Validation
Implementation and Scaling
(Business-Business-Customer) Framework
Iterative design and prototyping
Several iterations in different areas, including value proposition, user journey map, and user persona
Critical decisions made throughout the project to improve the product
Prototype created for Barons' Loughborough, a local fast food restaurant
Focus groups with local parents to understand their needs and preferences for healthy food options
New menu created and tested with focus group participants
Collected feedback from focus group participants to refine the menu items, pricing, packaging, and labelling
Measured outcomes:
Improved well-being and satisfaction
Increased customer retention
Increased profits
Adjusted brand identity
User Testing & Evaluation
Final Design Solution
Psychological Value
A Guilt-Free Fast Food Experience that is convenient
Ecological & Societal Value
Improve local community health & economic growth
Economical Value
"Local first" help local suppliers sell their products at reasonable prices
Customised Menu for Restaurants
We provide customised, nutritious and delicious menus for restaurants, tailored to the advice from nutritionists and local taste preferences of the target customers , with regular updates of seasonal produce and new recipes to keep customers engaged.
Reliable Partner Network
We have established a reliable partner network with local suppliers, nutritionists and brand strategists. Stakeholders will be carefully vetted to ensure that they provide high-quality, sustainably sourced ingredients that meet the nutritional needs of customers.
Results & Outcomes
Supplier Communication Issues
• Collaborate with local farms and suppliers who will be assured that they will get business throughout the year
Resistance from Restaurant Owner
• Increased customer retention
• New Customer base
• Community welfare
• Increased profits
Regulatory Challenges
• In the future we will create a larger network of stakeholders and work on a state/country level and creating a centralised internal system
Avoiding Risks
Successfully designed a B-B-C process for Fresh Future Consulting to transform the fast food industry
Service design process involved research, analysis, and prototyping to address stakeholder needs and pain points
Measurable outcomes achieved, including improved
Conclusion & Next Steps