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安心飲食 Design Assumption
1.
安⼼心飲⻝⾷食 施俊豪
2.
THE TEAM
3.
SENSE INTENT
4.
KEY FACTS
5.
KEY FACTS
6.
KEY FACTS
7.
法規跟不上⻝⾷食品產業的結構變遷 KEY FACTS
8.
原物料單品複⽅方化! ! 複⽅方原料不需揭露成分,! ⺠民眾不會知道裏頭究竟摻了什麼,! 沒有標準檢測⽅方法能夠檢驗 KEY FACTS
9.
2013年5⽉月 毒醬油、澱粉 ! 2013年6⽉月 變造效期 ! 2013年8⽉月
以偽藥供⾼高屏地區⽯石斑⿂魚養殖業者 ! 2013年8⽉月 毒餐盒流竄市⾯面 ! 2013年8⽉月 紅薏仁檢出⿈黃麴毒素 ! 2013年8⽉月 胖達⼈人⼿手感烘焙店 2013年8⽉月 ⼭山⽔水⽶米以劣質⽶米充優質⽶米 ! POPULAR MEDIA SCAN
10.
2013年10⽉月 連鎖漢堡店銷售之⾺馬鈴薯類商品含致毒物質「⻯⿓龍葵鹼」 ! 2013年10⽉月1⽇日 ⻝⾷食⽤用油添加低成本葵花油及棉籽油混充,且還添加銅葉綠素 調⾊色 ! 2013年11⽉月 幾乎所有知名⼤大廠外購之「⿆麥芽糊精」 ! 2013年12⽉月 6成鮮奶 含違法禁藥 ! POPULAR MEDIA
SCAN
11.
• 政府認證的 • 商家自行送驗
食品 • 專家輔助消費 者加強第一線 購物時的自我 • 回歸正規、均 防護 衡的飲食習慣 • 消費者加強第 • 天然、新鮮食 執行度Low 一線購物時的 物最好 自我防護 執行度高 ASSUMPTION
12.
KNOW CONTEXT
13.
競爭對⼿手 開放⻝⾷食庫、實驗室檢驗機構、安⼼心吃吧 SWOT ANALYSIS
14.
STRENGTH ! 檢驗⻝⾷食材⻝⾷食安⽅方法⽣生活化,簡單易做。 花費⾦金額較低,提⾼高⺠民眾檢驗⻝⾷食材普及率。 輔助⺠民眾對⻝⾷食安的⾃自我保護。 免除擔⼼心更改配⽅方或⽐比例就能通過檢驗⽅方法的疑慮。 SWOT ANALYSIS
15.
WEAKNESS ! 專業程度不如檢驗機構⾼高,無法快速建⽴立公信⼒力。 無法明確檢驗特定成分 SWOT ANALYSIS
16.
OPPORTUNITIES ! 檢驗機構費⽤用⾼高,提供⺠民眾花費送檢驗⽅方法的替代性。 ⽣生活趣味化的檢驗⽅方式,降低檢驗⾨門檻。 SWOT ANALYSIS
17.
THREAT ! 集資檢驗平台能替⼤大眾送驗⻝⾷食品,省錢⼜又有專業結果。 SWOT ANALYSIS
18.
KNOW PEOPLE
19.
RESEARCH PARTICIPANT MAP
20.
Ac#vity Insights 訪談後再進一步研究User在公司 餐廳用餐情形 ?. Interview Need.Statement 擔心青菜沒洗乾淨問題 solu#on 因小孩有過敏問題,所以會特別 挑曾經過敏食物 People Object Environments Messages 外食育有一女的時尚職業婦女 User.Experience Do: Physical. 眼睛掃描食物 除了飯以,其餘均會過溫水去油,會自己帶一杯熱水去用餐 Cogni#ve 當餐食是選自助餐時會猶豫要選那道菜 ! Social 吃飯是為了可以跟同事聊天 Cultrual loading. Emo#onal Services 1.”覺得擔心和無奈 !
“ 雖然擔心食物安全問題,但很無奈還是必須要外食! 2.靠自己既有經驗和知識進行食物篩選和處理才會”覺得放心! “ 3.工作已經很累也懶得煮 ! “ 其實很累也很懶 “ “對於煮菜沒興趣 “ FIVE HUMAN FACTORS
21.
Ac#vity Insights 訪談之後再進一步觀察研究User 在位置用餐情形 ?. Interview 便當都是早上製作,所以沒有加 1. 熱問題 ! 不喜歡外食是因為常會造成生理 2. 上(身體)的負擔
! People Object Need.Statement solu#on. . Environments Messages Services 注意保養和運動的職業婦女 User.Experience Physical. Cogni#ve Social Cultrual Emo#onal Do: 通常吃便當時也順便看新聞或處理公事 都先吃菜才吃肉類豆製品和飯 當餐食是選自助餐時會猶豫要選那道菜 ! 會帶家裡的健康零食分享給同事 1.”覺得很放心”吃家裡食物 2.”擔心 “ 外食造成的生理現象如長痘或口渴 ! 3.’”擔心”重口味飲食會有糖尿病 4.學得很開心和同事宣傳自己已經知道的健康概念 FIVE HUMAN FACTORS
22.
FRAME INSIGHTS
23.
DESCRIBTIVE VALUE WEB
24.
REFERENCE METHODS
25.
• 1.2 Popular Media
Scan • 1.3 Key Facts • 2.11 SWOT Analysis • 3.1 Research Participant Map • 3.4 Five Human Factors • 3.8 Ethnographic Interview • 4.6 Descriptive Value Web
26.
27.
thank you
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