DropX Product Report

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.

8

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

18

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.

19

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

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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.

$

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

S

COMPUTER

C C

PUBLIC CLOUD - DROPX

S

S

PRIVATE CLOUD - SUPERMARKET

C

$

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

C S

Material flow Information flow

$ RECEIPT

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

S

C

$

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

C

Server

S

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

C

App registers product ID and requests related water footprint

PUBLIC CLOUD - DROPX S

PRIVATE CLOUD - SUPERMARKET

S

S

S

S

DropX server sends product’s water footprint Customer‘s products get scanned

C C

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

C

Server

S

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.