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CONCEPT PROPOSAL




                                                        Fleat
                                                  Families Learning to Eat




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  NEED/OPPORTUNITY




       Mothers need ways to address time and budget constraints
       so that they can prepare meals that meet nutritional needs
                   for their families on a regular basis.




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  NEED/OPPORTUNITY

                                          SURVEY
                                          105 Moms


               TOP PRIORITY               Nutrition (61%)

            MAIN STRUGGLE                 Planning ahead (49.5%)
                                          Creating balanced meals (27.6%)

            MAIN CONCERN                  Not enough time (60%)
                                          Budget constraints (31%)

                                          “finding time to prep and cook the meal”
                                          “preparing a large variety of meals”
                                          “finding the time to make good food”
                                          “Time and effort”
                                          “ideas for production cooking (mon-fri)!!!”
                                          “not eating the same 10 meals over and over again”


                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh          Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  CONCEPT

                                           FLEAT
                                           Families Learning to Eat


                   SAVES TIME              Fleat automatically creates shopping lists and generates
                                           recipe suggestions based on the shopping you already
                                           do - no more agonizing over what to have for dinner!

              SAVES MONEY                  Fleat leverages the collective buying power of a social
                                           network - your Flock is your avenue to weekly savings


             ENCOURAGES                    Use Fleat to analyze your purchasing habits and follow
           HEALTHY HABITS                  recommendations to improve your health and the
                                           health of your familly




                    Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  FEATURES

                                          FLEAT
                                          Families Learning to Eat


                        FLOCK             - weekly find
                                          - tweeting


               NUTRITIONAL                - nutritional balance
                  ANALYSIS                - trending over time


                RECIPE/LIST               - generate shopping list
              SUGGESTIONS                 - recipe suggestions




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  PERSONA


                                                            Emily Lee (32)

                                                            Lives in Pittsburgh
                                                            Stay-at-home mother
                                                            Has a 12 month-old baby

                                                            “I just don’t have the time anymore to plan and
                                                            compare, but it’s important that my family eats
                                                            healthy meals”




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh         Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  SCENARIO

                                                  1. Newbie               2. Mobile




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  SCENARIO

                                                  1. Newbie              2. Mobile




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  SCENARIO

                                                  1. Newbie              2. Mobile




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  SCENARIO

                                                  1. Newbie              2. Mobile




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  LOOK & FEEL




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL

  SERVICE PROVIDER/MODEL



        Collective Buying Power                                                            member

                                                                                           member

                                                                                           member

          Advertiser/Partner             25% off!                  Flocks                  member

                                                                                           member

                                                                                           member

        http://www.groupon.com/pittsburgh/                                                 member




                      Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh            Grad Design Studio 2 | Spring 2010
CONCEPT PROPOSAL




                                        THANK YOU!




                   Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh   Grad Design Studio 2 | Spring 2010

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Detailed Concept Presentation

  • 1. CONCEPT PROPOSAL Fleat Families Learning to Eat Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 2. CONCEPT PROPOSAL NEED/OPPORTUNITY Mothers need ways to address time and budget constraints so that they can prepare meals that meet nutritional needs for their families on a regular basis. Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 3. CONCEPT PROPOSAL NEED/OPPORTUNITY SURVEY 105 Moms TOP PRIORITY Nutrition (61%) MAIN STRUGGLE Planning ahead (49.5%) Creating balanced meals (27.6%) MAIN CONCERN Not enough time (60%) Budget constraints (31%) “finding time to prep and cook the meal” “preparing a large variety of meals” “finding the time to make good food” “Time and effort” “ideas for production cooking (mon-fri)!!!” “not eating the same 10 meals over and over again” Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 4. CONCEPT PROPOSAL CONCEPT FLEAT Families Learning to Eat SAVES TIME Fleat automatically creates shopping lists and generates recipe suggestions based on the shopping you already do - no more agonizing over what to have for dinner! SAVES MONEY Fleat leverages the collective buying power of a social network - your Flock is your avenue to weekly savings ENCOURAGES Use Fleat to analyze your purchasing habits and follow HEALTHY HABITS recommendations to improve your health and the health of your familly Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 5. CONCEPT PROPOSAL FEATURES FLEAT Families Learning to Eat FLOCK - weekly find - tweeting NUTRITIONAL - nutritional balance ANALYSIS - trending over time RECIPE/LIST - generate shopping list SUGGESTIONS - recipe suggestions Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 6. CONCEPT PROPOSAL PERSONA Emily Lee (32) Lives in Pittsburgh Stay-at-home mother Has a 12 month-old baby “I just don’t have the time anymore to plan and compare, but it’s important that my family eats healthy meals” Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 7. CONCEPT PROPOSAL SCENARIO 1. Newbie 2. Mobile Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 8. CONCEPT PROPOSAL SCENARIO 1. Newbie 2. Mobile Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 9. CONCEPT PROPOSAL SCENARIO 1. Newbie 2. Mobile Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 10. CONCEPT PROPOSAL SCENARIO 1. Newbie 2. Mobile Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 11. CONCEPT PROPOSAL LOOK & FEEL Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 12. CONCEPT PROPOSAL SERVICE PROVIDER/MODEL Collective Buying Power member member member Advertiser/Partner 25% off! Flocks member member member http://www.groupon.com/pittsburgh/ member Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010
  • 13. CONCEPT PROPOSAL THANK YOU! Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010