Home Delivery of Healthy, Tasty Breakfast Prepared by Renowned Chef
Observation of Trend
Our team note that increasingly more people are skipping breakfast, choosing either to have a huge dinner the night before, forego it entirely, or to make up with a heavy lunch.
A breakfast that is nutritious, tasty, easy to prepare and convenient to eat.
Initial Product Ideas
Sandwiches delivery, breakfast vans, freeze dried food.
Final Product Idea
Website entailing breakfast menu prepared by celebrity chef using organic and natural ingredients. Complemented by delivery service to either home or office.
Affluent, middle upper class young working adults with high level of disposable income.
Single or married but child-FREE
High fidelity prototype
High fidelity prototype (Final Version)
The major shortcoming of our product was that it was based on a hypothetical company. At the time of the project, there are currently no companies in Singapore offering door to door breakfast delivery except Macdonald’s. This implies that there were no background information and supporting data from the client side. Instead, our group has to multitask and assume the roles of both designer and client. To overcome this, we tried our best to model our business strategies according to existing business models of successful catering companies.
As every group members had other academic commitments, time is a constant constraint that the group faced. In addition to that, the nature of our target audience is that they are busy, career driven people who find it hard to assist us in our research and product testing. Ideally, our group would like to invest more time into the various testing phases of the prototypes with a larger sample population.
On the subject of testing, our group tasked the users to perform certain timed tasks both on our low fidelity and high fidelity prototype. After reviewing Fahey’s article, we realized that timed tasks greatly impair research results because time is not a good gauge of the intentions behind certain actions. The only indication we received was through the Think Aloud protocol that we used. However, on hindsight, we reckon that this is not as efficient and that we should have conducted qualitative probes after the timed tasks.
Our instructor, Mr. Reddy pointed out that there might be a dissipation of excitement when users come into prolonged contact and use of the website. He suggested that extended testing be carried out to find out if the excitement of users is sustained, “genuine” and not due to the novelty of the new product. In the case of our website, we can only test for the excitement level efficiently if the content is changed i.e. updating and uploading new images and menus. Due to the severe lag of time, we were unable to come up with new content for testing.
Lastly, all three members have no prior experience in designing web sites. This implies that a lot of time was spent on trial and error testing. This sparked off a vicious cycle where less time was available for debugging and testing of the final website.
For the various test conducted, there are limitations specific to every one of them. These limitations in turn contribute to an overall subjectivity to the data obtained. Bringing in Fahey’s point that user experience can never be thoroughly quantified, we would have to bring in a combination of gut instinct and educated guesswork in interpreting test findings before coming up with our final product.
Interpretations were made keeping in mind the specific limitations of the tests we used to gather feedback regarding user experience pertaining to our product. The core of our product is in the uniqueness of the service rendered. In a bid to capitalize on the unique selling point, packaging the product well is also crucial in encapsulating this new breakfast experience of having healthy and tasty food prepared by a renowned chef delivered fresh daily. To fully advance and propel the USP of our client’s food, the website has to complement and reflect similar values.
Research and design were all conducted with this ultimate goal in mind. At the end of the day, it is heartening to garner comments from testers (and two passer-bys) that they would subscribe to our product on a regular basis should it ever materialize.
For more details and information, kindly ask for a copy of our final report.
Some thoughts on the Final Project
What can I say? I’m so glad it’s over! During the entire duration of the project, it was rather tiring. There are so many instances where decisions seems common sensical, yet we had to “complicate” stuff just to justify our means to an end. Ultimately we all pulled through, even though none of our group members are versed in website design.
Recalling the beginning some 10 weeks ago, I would say our biggest problem was the tendency for our group to come up with marvelous new products and then going about justifying it. We had ideas for marvelous paper-thin LCDs screen for cereal boxes, LED seating plans for NUS lecture theaters and even fantastical products like canned emotions. It was only after a few weeks of ping ponging ideas off one another to no avail and realizing that we’re seriously lagging behind that we sat down and forced ourselves to think of a genuine need that can be addressed by or project.
It is hard to move on when our minds are set on an idea already. Now multiply the problem by three individuals (Mike, Paul, Esther) and you have an idea of what we went through.
The second problem encountered was the difficulty in getting test subjects, be it for research or prototype testing. As the target users for our products are young working adults commanding a certain pay, it was hard locating the specific individuals to aid us in the project. I have never pulled so many favours for a single module! Ever!
The various assignments while appearing relatively simple at times were actually rather time consuming. Take the card sorting exercise for example, we initially thought that it would take less than an hour to complete. No sir! It blew from a “casual evening project meeting” to a full scale “we just spent 4 hours in a empty school canteen” affair. Once again, thanks to all those working people who had to sacrifice their resting time to aid us in the project!
We stuck through it all with the conviction that if we could make our project viable and subsequently successful, we would be doing something good. Why? We’re promoting regular consumption of breakfast! The most important meal of the day. The Tuesday class must be tired of hearing this line by now… Anyway, thanks to fellow group members that believed in this product, it’s finally over!