DESIGNING FOR SUSTAINABILITY BY EMPOWERING SUPERMARKET CUSTOMERS WITH OPEN DATA PRODUCT REPORT
3
Abstract During a service design project within the field of Smart Cities and Open Data, the environmental problems related to our current food supply system were addressed. Through the use of various service design methods, and broadly applied triangulation, the problem area was investigated and potential solutions explored. The proposed service solution, named DropX, uses a cloud database, mobile technology and gamification to empower and motivate people to take action. This is done by providing supermarket customers with the information they need to lower their personal water footprints through better informed grocery shopping. The information will be provided in an easily accessible and relatable way, via the supermarket receipts, an app and a website, and users will have the opportunity to challenge each other to friendly competitions with the aim of reducing their water footprints.
Project group no.: 5
Master Programme: Service Systems Design
Members:
Semester: 2nd semester Title: Designing for Sustainability by Empowering Supermarket Customers with Open Data
Christian Brandstrup Jensen
Nea Alina Annika Kosonen
Marianne Have Petersen
Katharina Maria Stark
Project Period: February 2015 - May 2015 Semester Theme: Design of a Distributed Service System Supervisors: Nicola Morelli and Amalia de Götzen Aalborg University Copenhagen A.C. Meyers Vænge 2450 København SV, Denmark Semester Coordinator: Amalia de Götzen Secretary: Judi Stærk Poulsen Copies: 3
Jonas Wenke
Pages: 36 Finished: 28th of May, 2015
Copyright © This report and/or appended material may not be partly or completely published or copied without prior written approval from the authors. Neither may the contents be used for commercial purposes without this written approval.
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Table of Contents Abstract
3
Introduction
6
Design Limitations
6
DropX - the Service System
7
Customer Journeys
8
Actors Personas Target Group Role Personas
10 10 12 13
Motivation Matrix Motivational Considerations
14 15
Flowcharts
16
Lean Canvas Revenue Streams
18 18
Blueprint
19
System Map
26
Database Design
27
Back-end Infrastructure
28
Service Outcomes
32
Expanding DropX
32
Summary
33
References
34
6
Introduction
Design Limitations
This product report presents a service system called DropX, designed as a university project within the framework of ‘Smart Cities’ and ‘Open Data’. The aim of this service design project was to address the current environmental problems, and particularly to help in the building of a more sustainable use of freshwater resources (Hoekstra & Mekonnen 2012). This was achieved by designing a service that empowers supermarket customers to reduce their personal water footprints through better informed grocery shopping.
Different aspects limited the scope of this service design project, and some of these have been defined to put the project into perspective: A great collection of the research in this project was desk based, meaning that information already available was gathered and analysed. This was mainly done in the first half of the process to gain the overview needed. Business considerations were not heavily explored in this project, due to learning goals. The project was more so focused on insights, ideation methods and user involvement. The project had its limits regarding time and financial resources due to being a student project. Limited resources were available to e.g. conduct interviews and workshops, create prototypes and do testings.
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DropX - the Service System Humanity is faced with huge and increasing environmental problems, and our current food supply system is one of the biggest contributors to these. One of the environmental problems inherent in production of food, is an unsustainable use of freshwater resources. DropX is a service system developed with the aim of empowering supermarket customers to address this problem. DropX is translating and presenting open data in an easily relatable way, and providing this to its users through an app, a website and the supermarket receipts. Users can search for information about a product’s water footprint in our database, or simply scan a product’s barcode in our app. By registering their credit card information, users can furthermore have their grocery shopping and related water footprint tracked automatically. For additional incentive and excitement, users can engage in challenges with their friends and compete on lowering their personal water footprints.
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Customer Journeys Using customer journey maps gives a visual display of the overall service experience through the touchpoint where the customer interacts with the service (Stickdorn & Schneider, pp.158-159). These journeys present three different types of users of DropX: ‘the non-registered’, ‘the passive’ and ‘the active’.
The non-registered user Accessing the open database of product information, either through DropX website or app, will not require a user to register to the service. This includes scanning of products via barcodes with the DropX app. The benefits of
having easily accessible and relatable water footprint information can therefore be utilised by anyone, even the non-registered user.
The passive user The passive user has signed up to DropX with his credit card, but is not actively engaging or interacting with the service. The grocery shopping is conducted in the way he has always done, without actively scanning or comparing products based on their water footprints. After shopping a digital receipt is received on his smartphone, informing him about the water footprint of his groceries. In addition, he is following his footprint
and development over time via the DropX app or website.
The active user The active user is utilising the DropX service to its fullest. He is actively comparing products, either from home or in the store, and is getting a digital notification and receipt with water footprint information after each grocery shopping. He is engaged in challenges with his friends and family members, as a motivational factor for himself and to inspire others to lower their water footprints. The current standings in any challenge he is a part of are regularly checked.
$
$
$ Goes grocery shopping
Goes grocery shopping
Goes to cashier
The passive user Goes Sees water
Gets receipt
home
Goes to cashier
Explores DropX service
footprint
Gets receipt
Downloads DropX app
Goes home
Goes grocery shopping
Sees water footprint
Scans products
Explores DropX service
Compares products
Downloads DropX app
Goes to cashier
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Goes grocery shopping
Gets receipt
The passive user
Customer Journey Map Customer Customer Journey Journey Map Map
$ $ $
Goes Goes grocery Goes grocery shopping grocery shopping shopping
Goes to Goes to cashier Goes to cashier cashier
Gets receipt Gets receipt Gets receipt
$ $ $
Goes Goes home Goes home home
Signs up
TheSeesactive user water Explores Sees water footprint Sees water footprint footprint
Adds credit card details
Downloads Downloads DropX Downloads DropX app DropX app app
Explores DropX Explores DropX service DropX service service
Goes grocery shopping
Goes Goes grocery Goes grocery shopping grocery shopping shopping
cashier
Scans Scans products Scans products products
water footprint
Compares Compares products Compares products products
Goes to Goes to cashier Goes to cashier cashier
Signs up
Signs up
Adds credit Adds credit card details Adds credit card details card details
Goes Goes grocery Goes grocery shopping grocery shopping shopping
Goes to Goes to cashier Goes to cashier cashier
Adds credit Adds credit card details Adds credit card details card details
Goes Goes grocery Goes grocery shopping grocery shopping shopping
Scans Scans products Scans products products
Gets notific. Gets notific. water Gets notific. water footprint water footprint footprint
Gets notific. Gets notific. about Gets notific. about progress about progress progress
Adds credit card details
Description
Goes grocery shopping
Scans products
Places
Goes to cashier
Interface
Goes grocery shopping
Goes to cashier
Gets notific. water footprint
Gets receipt Gets receipt Gets receipt
Checks Checks water Checks water footprint water footprint footprint
Adds credit card details
Goes grocery shopping
Description Gets notific. Pays with water credit card footprint
DropX touchpoint
Places Checks water footprint
Other touchpoint
Goes to cashier
Scans products
Interface Gets notific. about progress
Time passes
The active user The The active active user user
Signs up Signs up Signs up
Description Description Description
Places Places Places
Goes to Goes to cashier Goes to cashier cashier
Interface Interface Interface
Pays with Pays with credit card Pays with credit card credit card
Gets notific. Gets notific. water Gets notific. water footprint water footprint footprint
DropX touchpoint DropX touchpoint DropX touchpoint
Checks Checks water Checks water footprint water footprint footprint
Other touchpoint Other touchpoint Other touchpoint
Gets notific. Gets notific. about Gets notific. about progress about progress progress
Time passes Time passes Time passes
Creates Creates challenge Creates challenge challenge
Gets notific. about progress
$ $ $ Gets notific. about progress
TheGoes active user to Gets notific.
The passive user The The passive passive user user
Signs up Signs up Signs up
Adds credit card details
Signs up
The non-registered user The The non-registered non-registered user user
Goes Goes grocery Goes grocery shopping grocery shopping shopping
Scans Scans products Scans products products
Goes to Goes to cashier Goes to cashier cashier
Gets notific. Gets notific. water Gets notific. water footprint water footprint footprint
Checks Checks ranking Checks ranking ranking
Pays with credit card
Gets notific. water footprint
Checks water footprint
DropX touchpoint Other touchpoint Creates Goes Scans challenge grocery products shopping
Ch w foo
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“I see that there are markings on several products, but I don’t know what they mean.�
Actors The value proposition offered by DropX would be co-created in a collaborative effort with some essential actors. The users of DropX, as well as the supermarkets with whom DropX would collaborate, are considered the most important actors in the DropX service.
Personas These personas reflect potential users of DropX. Their characteristics differ in many aspects, but through understanding their habits, the service can contribute in behavioural change.
REBECCA, 23 [creative, dedicated, thrifty, active] Personal Information Rebecca lives in Amager with two other girls. She has been together with her boyfriend for nine months. He lives in Frederiksberg with his older brother. Rebecca studies in the second year of a BA in psychology at Copenhagen University. She also works part-time at a clothing store in Fisketorvet shopping mall to earn some extra money.
Biography Rebecca is a very busy girl. She uses most of her time studying and working, aiming for high grades and money to live for. In her spare time she loves to be creative through painting and drawing, and every time she has some free time this is what she does. At the same time Rebecca tries to meet her boyfriend, friends and family as often as she can. They all live close to Copenhagen, so that makes it a bit easier to find time.
Shopping Habits Price is very important to Rebecca. She shops groceries on a budget and only buys the most necessary items. She rarely makes a shopping list, as she usually has an overview of what she needs. Rebecca thinks that the information on products is often confusing, but she does not have time to do research on it. Therefore, she bases her decisions mostly on price and convenience.
Digital Habits Rebecca has a smartphone and mostly uses it for SMS, calling and e-mailing. In addition, she loves using Instagram and Pinterest as channels of inspiration for her arts. Spotify is frequently used while studying to keep her concentrated.
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“Last Wednesday, I beat Lasse in FIFA and now he owes me a dinner.�
DAVID, 31
]
r
n
e
[social, casual, quality-conscious, curious] Personal Information David lives alone in Vesterbro in a three room apartment. He is educated and works as a chef at a restaurant in Hellerup. He is single, but has been seeing a girl on and off for one month. However, he is not sure if it will get serious, or if he wants it to be.
Biography David is very social and often has beer-and-steak-nights with his buddies. Sometimes they also play video games or just go out to enjoy the weather in a park. They are a very close group of friends and have know each other for many years. As a chef, David loves to cook food and often impresses his dates (and his mom) with tasteful dishes in his apartment.
Shopping Habits David goes for quality when grocery shopping. To him, it is all about the sensoric experience of eating food. The quality lies in the taste. He does not really think about the price, and basically buys what he feels like and needs. He is spontaneous and like to experiment with the food.
Digital Habits David has a smartphone which he uses both for private and work matters. He likes to browse Facebook, swipe on Tinder and listen to music on Spotify. He most recently downloaded the app Endomondo, because he would like to start running and therefore being able to track his own development that way. He has never been a big fan of Instagram or Twitter, but he is a casual gamer when he rides the bus to his work.
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High level of knowledge on environmental impact
Target Group The overall market is segmented in a matrix, giving a clear overview of the characteristics of the potential target groups. The dimensions used for grouping the segments are directly related to their abilities and actions related to environmentally friendly grocery shopping. The two quadrants on the left side represent the main target group of DropX, placing David in the top one and Rebecca in the lower one.
- They have a high level of knowledge, but lack the incentice to act on it.
- Actively seeking information and keeping themselves updated.
- Consider other parameters when grocery shopping.
- Believe that their decisions matter. - A part of their lifestyle to act on the knowledge they have.
Passive on knowledge related to environmental impact
Active on knowledge related to environmental impact - Cannot relate to information about environmental impact.
- Have a low level of knowledge, but act on what they know.
- Find information confusing and do not take the time to do research.
- Are open for new inputs. - Believe that some of their decisions matter.
Low level of knowledge on environmental impact
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Role Personas Supermarket
The roles of the other, most important stakeholders, DropX and supermarkets, are clarified in role personas. Key information about each of them is organised in role tables, with inspiration from Hosono (2009, p. 5). Objective
Provide water footprints to users through an online platform. Act as an informal connection between customers and supermarkets and producers/farmers.
Goal
Provide users with relatable water footprints. Help users make informed decisions when grocery shopping. Shorten the mental length of the supply chain for users.
Scenario
Control and update database with water footprints. Notify registered users on their monthly progress. Notify registered users in a challenge on rankings.
Functions
Provide open data to users through a digital platform.
Evaluation point
Updated database with correct, insightful and actionable data for users to act on.
Objective
Raise awareness about water footprints and environmental impact. Provide information from DropX with receipt and scanable products. Act as a link between customers and DropX.
Goal
Provide users with insights on the food they buy. Make the supply chain more transparent.
Scenario
Offer products that are scanable with DropX. Provide users with water footprints on receipts.
Functions
Be a channel for users to access open data with scanable products and receipts.
Evaluation point
Variety of products, some with low water footprint. Receipts with correct data for users to act on.
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Motivation Matrix
Supermarket
The Motivation Matrix (Vezzoli et al. 2014) organises and depicts the stakeholders involved in DropX, and how they create value for each other and the service. In addition to this, it shows each stakeholder’s overall motivation for being a part of DropX.
Users
- Empowered customers. - Sustainability through raised water footprint awareness.
- A CSR platform with direct customer interaction.
- Easy access to understandable data about water footprint. - Tracking of water footprint. - Social, meaningful, gamified experience.
Supermarket
- Product information.
- CSR.
- Customer purchase information.
- Raised customer offerings.
- A community for challenges and friendly competitions. - Promotion through Word of Mouth.
Users
- An easy and encouraging way to take better care of the environment. - Fun, competition, social interaction. - Social recognition.
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Motivational Considerations The DropX users
The supermarkets
As depicted in the customer journey maps, there are several ways for a user to interact with the DropX service. Some users would be motivated simply by the possibility to have a positive impact on the environment and keep track of the progress they make. DropX would offer these users the perfect tool for easily accessing the information they need, whether they would use it passively and just receive their receipts and water footprints digitally, or interact more actively and use the service to plan their grocery shopping or scan and compare products in the store.
The supermarkets have an obvious interest in providing their customers with the best possible experience, and DropX would contribute to the supermarket experience by offering more transparency and information to their customers. Furthermore, DropX could work as a natural platform for CSR (Corporate Social Responsibility) for the supermarkets’ communication towards customers and other stakeholders, and a collaboration with DropX would be a clear sign of their commitment to not only operate with profits, but with social and environmental responsibility, in mind.
Other users would be motivated by the social and competitive aspects, and find it it encouraging to compare themselves to the average personal water footprint (1.700 m3/year in Denmark (Hoekstra & Mekonnen 2012) or other users. Finally, some users would find motivation in the opportunity to compete directly with their friends, be continuously notified about the immediate standings, and eventually have the challenge determined and the bet settled.
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YES Customer does not get product information, can scan another product
NO
Product in DropX database?
Customer arrives / enters supermarket
Scans product with app?
YES
Retrieves information from database and sends to user via app
YES
Continues shopping?
NO
Customer completes shopping & goes to cashier
NO
Stores user information in DropX database
Retrieves product informations & calculates water-footprint
Supermarket employee scans products
Customer pays for groceries
NO
YES
Non-registered user signs up?
NO
Encourages DropX service sign-up
Provides customer with water footprint information
YES
Explores DropX inspired by receipt?
NO
Credit card of registerd DropX user?
NO YES
Sends notification & digital receipt to registered user
Updates DropX user database with purchase
YES
Pays with credit card?
Prints footprint on receipt
17
Registered user challenges other registered user
Notifies user(s) being challenged
Users being challenged accept?
YES
Registered Registered user user Notifies Notifies user(s) user(s) Notifies participants challenges challenges other other Participants being being challenged challenged of the other registered registered user user grocery shop during participants purchases challenge period and ranking
Participating users agree on terms
Users Users being being Settles the challenged score challenged at the end ofaccept? the accept? challenge
NO NO
NO
YES
User User sets sets up up new new challenge? challenge?
YES YES
User sets up new challenge?
NO NO
NO
NO
Settles bet & pays the winner
YES
Bet including money money put in via DropX?
Notifies participants of result
Flowcharts The flowcharts depict the steps a user goes through in the interaction with DropX. The first one depicts a user’s steps through the main DropX experience. A user would be anyone accessing the DropX database, either through the app or website, whether registered as a user or BACK-END CUSTOMER DATABASE BEGINNING ACTION not. OF PROCESS CHECK EVENT DECISION
The second flow chart depicts how a user would go through a challenge in the DropX service.
END OF PROCESS
TIME PASSES
ACTION ACTION
BACK-END BACK-END EVENT EVENT
CUSTOMER CUSTOMER DECISION DECISION
DATABASE DATABASE CHECK CHECK
BEGINNING BEGINNING OF OF PROCESS PROCESS
END END OF OF PROCESS PROCESS
TIME TIME PASSES PASSES
YES YES
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Lean Canvas The Lean Canvas (Maurya 2012) depicts the DropX business model, i.e. how the company will solve clear problems for specified target customers, and offer the value propositions through strategically chosen channels in order to create monetary value for the company itself. The revenue streams inherent in this process are elaborated upon below.
Revenue Streams Two potential monetisation models are deemed to have the greatest potential for DropX. They are both built on partnerships with large, established companies, and could greatly add value to the users of these, as well as the users of DropX.
DropX as an Add-On For maximising the reach, impact and experience of our service, MobilePay (run by Danske Bank) would be an ideal partner for DropX. Recent initiatives from MobilePay will establish the service as a natural part of the grocery shopping experience, and DropX would add further value to this.
Promotional Partnerships and Affiliate Marketing A close partnership with the large supermarket chains in Denmark seems like a natural
Problem
Solution
Value Propsition
- Unsustainable use of freshwater resources
- Track (info)
- DropX is empowering supermarket customers to lower their water footprints
- Customers lack info and knowledge about water problem - Customers lack motivation to address the water problem - Customers are distanced from the water problem connected to the two points above
- Measure (tool) - Compete (incentive / inspiration / motivation)
Key Metrics - Users' average water footprint relative to population average - Individual users' change in water footprint over time
- DropX provides consumers with easily accessisble and understandable water footprint information on various food products - DropX inspires people to lower their water footprints through challenges and friendly competitions
Cost structure - Web + app development & maintenance - Hosting
Unfair Advantage - Custom developed database
Customer Segments - Supermarket customers interested in reducing their personal water footprint, either motivated intrinsically or extrinsically
Channels - App - Website - (Receipts)
Revenue Streams - Salaries - Continuously researching and updating water footprint data
- Promotion
development of the DropX service concept. DropX users will search the database for products, compare different foods to find the ones with the smallest water footprint, and plan their grocery shopping. Simultaneously providing users with information on where to buy the specific products, e.g. based
on current supermarket discounts, could potentially be of great value to the users as well as the supermarkets. In the case of online supermarkets, affiliate marketing partnerships could be established, while partnerships with traditional, physical supermarkets could be built on regular advertising agreements.
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Blueprint
Pre-service
These blueprints (Stickdorn & Schneider 2011, pp. 204-207) show the interactions involved with DropX. Individual rows can be traced to follow the timeline. To depict our service in the best possible way, the blueprints are divided in accordance with the different levels of engagement expressed by a ‘non-registered user’, a ‘passive user’ and an ‘active user’. Furthermore, the pre-service is featured as it is the point where the supermarket customer becomes a user. In addition to the smaller blueprints, an overall blueprint depicting all possible aspects of the service experience is shown.
Timeline
PRE-SERVICE
Become User
Service Encounter
Pay purchases in the supermarket
User Action
See water footprint in receipt
Encounter marketing material
Visit the website
Download APP
Present service information
Present service information
Provide service information
Provide service information
Line of interaction
Touchpoint $
Present water footprint
DROPX
Front-stage DropX
WEB INTERFACE
MOBILE APPLICATION
SERVICE PROVIDER
DROPX PUBLIC CLOUD
Line of visibility
SUPERMARKET
DropX
$
$
SCANNER
RECEIPT
CREDIT CARD TERMINAL
CASHIER TERMINAL
Provide water footprint measurment
Back-stage
LINES
$
REPEATED STEP
TIME PASSES
ORDER OF ACTIONS
OPTIONAL ACTION
Translate information
Calculate water footprint
Create marketing material
20
The non-registered user
Timeline
OPTIONAL PART OF SERVICE
Search for Product-Water Information Search for product information
User Action
See water footprint information
OPTIONAL PART OF SERVICE
Scan for Product-Water Information Scan product barcode for information
SERVICE
Register Purchases
See water footprint information
Measure Impact See water footprint measurment
Line of interaction
Touchpoint $
Request product water footprint
Present water footprint information
Request product water footprint
Present water footprint information
Cashier scans purchases
Notify about water footprint
Present water footprint
Front-stage
Line of visibility DropX
Back-stage
$
Request product water footprint
Translate information
Request product water footprint
Translate information
Identify product
Provide product water footprint
Identify product
Provide water footprint information
Translate information
Calculate water footprint
Print water footprint
21
The passive user
Timeline
PRE-SERVICE
Sign-Up
SERVICE
Register Purchases
Save personal information
User Action
Pay with credit card
Measure Impact
Notify on progress
See water footprint measurment
Get notification on progress
Line of interaction
Touchpoint
$
Request sign-up information
Cashier scans purchases
Request customer information
Notify about water footprint
Notify about progress
Present water footprint
Front-stage
Line of visibility
Identify customer
DropX
Save purchase information
Save customer information
Back-stage
$
Translate information
Calculate water footprint
Print water footprint
Request product progress water footprint information
Push notification
Identify customer
Provide customer progress info
22
Timeline
The active user
PRE-SERVICE
Sign-Up
User Action
OPTIONAL PART OF SERVICE
Search for Product-Water Information
OPTIONAL PART OF SERVICE
Scan for Product-Water Information
Save personal information
Search for product information
See water footprint information
Scan product barcode for information
See water footprint information
Request sign-up information
Request product water footprint
Present water footprint information
Request product water footprint
Present water footprint information
SERVICE
Register Purchases
Pay with credit card
Mea Imp
Se water fo measur
Line of interaction
Touchpoint
Cashier scans purchases
Request customer information
Noti about w footp
Prese water foo
Front-stage
Line of visibility DropX
Save customer information
Back-stage
$
Request product water footprint
Translate information
Request product water footprint
Translate information
Identify customer
Identify product
Provide product water footprint
Identify product
Provide water footprint information
Save purchase information
Calculate water footprint
Tran inform
Pri water fo
es
with it card
uest omer mation
customer
23
OPTIONAL PART OF SERVICE
Measure Impact
Notify on progress
See water footprint measurment
Start Challenge
Current Standing
End Challenge
Get notification on progress
Challenge/ Get challenged
Accept challenge
Get notification on current standing
Get notification on finished challenge
Notify about progress
Notify participants about challenge
Request approval
Notify about standing
Notify about final score
$
Notify about water footprint
Present water footprint
Translate information
ave chase mation
Request progress product information water footprint
Identify customer
Print water footprint
Push notification
Provide customer progress info
Request standing information
Push notification
Identify customer
Save challenge information
Identify customer
Push notification
End challenge
Push notification
Provide customer standing info
Identify customer
Provide final score
24
General blueprint Timeline
OPTIONAL PART OF PRE-SERVICE
PRE-SERVICE
Become User
Service Encounter
Pay purchases in the supermarket
User Action
See water footprint in receipt
Encounter marketing material
Sign-Up
OPTIONAL PART OF SERVICE
Search for Product-Water Information
OPTIONAL PART OF SERVICE
Scan for Product-Water Information
Visit the website
Download APP
Save personal information
Search for product information
See water footprint information
Scan product barcode for information
See water footprint information
Present service information
Present service information
Request sign-up information
Request product water footprint
Present water footprint information
Request product water footprint
Present water footprint information
Provide service information
Provide service information
Request product water footprint
Translate information
Request product water footprint
Translate information
Identify product
Provide product water footprint
Identify product
Provide water footprint information
SERVICE
R
Line of interaction
Touchpoint $
Present water footprint
Cash sca purch
Front-stage
Line of visibility DropX
Translate information
Provide water footprint measurment
Back-stage
$
Calculate water footprint
Create marketing material
Save customer information
Calcu water fo
ICE
mation
25
SERVICE
Register Purchases
ee ootprint mation
sent ootprint mation
OPTIONAL PART OF SERVICE
Pay with credit card
Measure Impact
Notify on progress
See water footprint measurment
Start Challenge
Current Standing
End Challenge
Get notification on progress
Challenge/ Get challenged
Accept challenge
Get notification on current standing
Get notification on finished challenge
Notify about progress
Notify participants about challenge
Request approval
Notify about standing
Notify about final score
$
Cashier scans purchases
Request customer information
Notify about water footprint
Present water footprint
nslate mation
Identify customer
vide ootprint mation
Save purchase information
Calculate water footprint
Translate information
Print water footprint
Request progress product information water footprint
Push notification
Push notification
Identify customer
Provide customer progress info
Identify customer
Save challenge information
Request standing information
Push notification
End challenge
Push notification
Identify customer
Provide customer standing info
Identify customer
Provide final score
26
System Map The different technical processes inherent in the DropX service system are depicted in a System Map. It shows the main actors needed in order to make the system function, and the information and material flows between them (Vezzoli et al. 2014).
c
a
b
Central warehouse
Packaging/ processing
Wholesaler
d
e 3
#3
DropX Database #2
6 #4
Cashier terminal
9
8 11
7 10
Challenge
Researchers
4
5
2
$
1
Desctiption of service flow
information flow
a
Description of food supply flow
material flow
#
Description of data flow
Past event: Empirical research on products water footprint
#2
Empirical research is translated into product water footprints
#3
Supermarket database pushes product data to DropX database
#4
DropX calculates water footprint for product and pushes information to cashier terminal
The farm
#1 1
#1
a
Products are send to packaging
b
Products transported to wholesalers
c
Products are distributed to central warehouse
d
Supermarket receives the product ready for sale
e
Information is lost during the different stages of the supply chain
1
Customer signs up to DropX
2
Customer goes grocery shopping
3
Customer scans products by using DropX app
4
App requests product water footprint
5
DropX Database sends information to app
6
Customer decides on products, goes to cashier
7
Water footprint printed on receipt
8
For registered users: Receives water footprint notification
9
Customer sees progess
10
Customer has the option to create a challenge
11
Customer sees progress and ranking
27
Database Design This illustration depicts the DropX relational database design. The database is the core of the service system, containing and relating all of the data needed to offer the value propositions to the DropX users.
CHALLENGE DETAILS
CHALLENGES
WATER FOOTPRINT HISTORY
Water footprint History ID
Challenge ID
Challenge ID
Start Date
Bet specifications
End Date
Bet stakes
STORE Store ID
status
Water Footprint History ID
Name
Total Water Footprint
Adress
User ID
City ID
Purchase details ID
ACTIVITY LEVEL
Gender ID
Gender
E-Mail address
Purchase ID
Date of birth
Store ID
Height
Timestamp
Activity level
CITY
Country ID Name
PURCHASE
Gender ID
Activity level ID
COUNTRY
Purchase ID
User ID Name
City ID Name Country ID
Purchase details ID User ID
USER GENDER
PURCHASE DETAILS
Purchase Water Footprint
PRODUCT Product ID
Weight
Name
Activity level ID
Brand
City ID
Country Description Water Footprint
ITEMS Item ID Purchase details ID Product ID
28
Assumed supermarket back-end infrastructure
COMPUTER
Back-end Infrastructure PRIVATE CLOUD - SUPERMARKET
These illustrations depict the DropX back-end infrastructure and how it communicates with the supermarkets’ infrastructure. They illustrate the client-server relationships, and how data is requested and sent between the different components, as a DropX user interacts with the service.
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INTRANET
CASHIER TERMINAL
Computer of supermarket chain updates/uploads product data to cloud Private cloud server sends product data to cashier terminal Information flow
The first illustration depicts the back-end infrastructure of supermarket chains. In a collaboration between DropX and the supermarkets, basic product information would be sent from the supermarkets’ private cloud, to DropX. With this information, DropX would calculate and store data about each product’s water footprint, which could then be sent to the cashier terminal in the supermarket whenever a product would be scanned.
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DropX back-end infrastructure - non-registered user
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COMPUTER
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PUBLIC CLOUD - DROPX
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PRIVATE CLOUD - SUPERMARKET
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SUPERMARKET INTRANET Computer of supermarket company updates/uploads product data to cloud
CASHIER TERMINAL
Supermarket private cloud pushes/ updates DropX product database Product footprint gets calculated and stored in DropX database Customer‘s purchases are scanned Cashier terminal sends request for product water footprint
Client Server
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Material flow Information flow
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Server sends requested water footprint regarding specific product Customer pays & water footprint gets printed on receipt
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DropX back-end infrastructure - registered user (passive)
PUBLIC CLOUD - DROPX
PRIVATE CLOUD - SUPERMARKET
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CASHIER TERMINAL
SUPERMARKET INTRANET
Customer‘s items get scanned Cashier terminal requests product water footprint Server sends requested water footprint about specific product Customer pays with credit card Cashier terminal sends request asking whether or not customer is registered DropX user
APP
Client
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Server
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Information flow
Server sends requested information (here: confirm registration) & requests purchase information Cashier terminal sends purchase information Server updates user information & sends notification to user
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DropX back-end infrastructure - registered user (active)
Customer scans product with phone
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App registers product ID and requests related water footprint
PUBLIC CLOUD - DROPX S
PRIVATE CLOUD - SUPERMARKET
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DropX server sends product’s water footprint Customer‘s products get scanned
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Cashier terminal requests product water footprint $
SUPERMARKET INTRANET
DropX server sends requested water footprint regarding specific product Customer pays with credit card
CASHIER TERMINAL PRODUCT
Server sends requested information (here: confirm registration) & requests purchase information
C C Client
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Server
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Information flow
Cashier terminal asks DropX database whether or not customer is registered user
APP
Cashier terminal sends purchase information DropX database updates user information & cloud sends notification to user
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Service Outcomes As stated, DropX is a service that translates scientific data regarding resources going into the production of food, exemplified by water, into useful information for supermarket customers’ everyday lives. There are three main outcomes of this service, ranging from the rather abstract and intangible, to the more concrete and measurable.
Raised Awareness of the Current Freshwater Problems A main prerequisite for the success of DropX would be a general awareness of the problems linked to unsustainable use of freshwater resources. Through promotion of DropX, and water footprint information on the supermarket receipts, DropX would help make regular supermarket customers more aware of the overall problems and the impact of their choices. Furthermore, the virality inherent in this social, gamified service concept could contribute to the spreading of this important message.
Empowered Supermarket Customers DropX would provide supermarket customers with the information needed to lower their
Expanding DropX personal water footprints through better informed grocery shopping. The information would be provided through the most convenient channels, in a both understandable and motivating way, with the aim of reaching and inspiring as many people as possible.
More Sustainable Food Supply System The overall ‘why’ behind the DropX service is a large-scale, environmental problem. The ultimate goal of the concept is to improve upon the current state of our environment, balance customers’ use of freshwater with the resources available, and create a more sustainable food supply system.
DropX can be widely expanded in various dimensions, and once the infrastructure is set up and the service is up and running there are multiple opportunities for further development.
Dynamically Updating Water Footprint Information As the service concept would grow, DropX might be able to establish valuable partnerships with farmers, producers and food processing companies. This could provide data regarding their processes, enabling DropX to present supermarket customers with information of increasing accuracy.
Adding Environmental Metrics Only focusing on the water footprint does not cover the complexity of environmental issues related to the topic ‘food’. A product that is superior in terms of water footprint, may be worse off when considering other environmental metrics. Product information regarding the environmental impact, such as the distance traveled, the use of pesticides or ethical issues, could be added to the database and service experience in order to make it more valuable.
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Summary Including Products with Multiple Ingredients To overcome the challenge connected to products with multiple ingredients, crowdsourcing as a solution could be explored. Active users of DropX could be enabled to provide the information about different products’ ingredients, either by simply uploading a photo of the list, or entering the ingredients manually. The first option would be the most convenient for the user, but would require a sophisticated photo recognition technology, or a lot of manual work on our side. Another solution could be a direct collaboration with the stakeholders in charge of producing the food products (i.e. working with the ‘recipes’ and the different ingredients), or packaging (i.e. attaching the content information to the products).
Easy Saving of Cash Purchases Many users are occasionally paying for their groceries with cash. This is preventing DropX from automatically registering the users’ purchases, and providing them with water footprint information based on these.
A possible expansion could therefore be to make supermarket customers able to transfer the information from a given receipt to the DropX service. This feature could be used by new, curious customers, or by registered users who have not signed up with a credit card. A solution could be printing a unique code on each receipt. This code would act as a pointer to digitally stored information about a given purchase, and could then be entered by the customer for easy saving of purchase information and related water footprint.
Personal Goal Setting There is an opportunity of enabling users to set personal goals for themselves, related to their personal water footprints. A user could, for instance, aim at lowering his personal water footprint by 10% per month, thus creating an additional motivational factor for herself. Updates on the current status and friendly encouragements could furthermore be sent via the smartphone app.
In conclusion, DropX empowers supermarket customers to reduce their water footprint through better informed grocery shopping. By translating and presenting open data about different food products in an easily relatable way, and adding an extra incentive with gamification, DropX targets people who are currently the least active when it comes to environmentally friendly behaviour. The most important next steps for DropX include the establishment of a dynamic flow of updated water footprint information, as well as the adding of further environmental metrics to address the environmental problems with a broader perspective.
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References Hoekstra, A. Y. & Mekonnen, M. M. (2012). The Water Footprint of Humanity. Department of Water Engineering and Management, University of Twente. Web. 24 April 2015. Hosono, S., Hasegawa, M., Hara, T., Shimomura, Y. and Arai, T. (March 2009). A Methodology of Persona-Centric Service Design. Proceedings of the 19th CIRP Design Conference–Competitive Design 31 Mar. 2009. Web. 23 May 2015. Maurya, A. (2012). Why Lean Canvas vs Business Model Canvas? 27 Feb. 2012. Web. 04 April 2015. http://leanstack.com/why-lean-canvas/ Stickdorn, M. and Schneider J., eds. (2011). This Is Service Design Thinking. BIS. Print. Vezzoli, C., Kohtala, C., Srinivasan, A., Xin, L., Fusakul, M., Sateesh, D., & Diehl, J. C. (2014). Product-Service System Design for Sustainability. Greenleaf Publishing. Web. 27 May 2015.