contents 01
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5 _ Research summary
DISCOVER
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13 _ Timeline 14 _ Barriers 16 _ Personas
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19 20 22 26 28 30
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33 _ Present society inquiry 39 _ First concept
DELIVER
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41 _ nomShop 48 _ Service design tools 66 _ Presentation
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71 _ Afterthoughts
DEFINE
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GROUP DEVELOP
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INDIVIDUAL DEVELOP
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FINAL REFLECTION
_ Directions _ Experiment _ The service _ The brand _ Moodboards _ Strategy
FOOD ACCESS bringing health home
brief It aimed to create a service involving proposals for future food services. Every group has an area to work into and each component will develop a touchpoint of the user experience. Our design should solve complex social, economic or environmental problems, exploring how the chosen issue can be addressed in people’s daily lives. It should be drawn out in its look, space, products and users, making it real and engaging. The important thing is to find a way for people to bring food health home and embed it in their everyday experience. The biggest issues are poor health, quality of eaten food and affordability of healthy food.
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DISCOVER group phase
research summary Our group has been given SCHOOLS AND EDUCATION topic, that we had to dig during the first discovery week to identify a range of opportunities. The first outcome has been a research summary of this initial exploration using social science methods.
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Desk research To start off we brainstormed about the topic and decided to do some individual desk research. Collecting it, we divided the material into categories: school, political actions, community actions, health, media, experimentation and future food predictions. These focuses followed logically one another. Just at the end, though, we realised how new foods need education to be known and appreciated so this brought us again to schools and made us start another deeper cycle of research. Most of what we found crossed different fields.
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SCHOOL was comprehensive of community gardening, dining food improvements and ecoeducation. HEALTH involved eating and sensory disorders guidance from teachers to pupils. POLITICAL ACTIONS included new generation farming, agricultural policies and investments for insects experimentation. COMMUNITY ACTIONS covered reconnection with the producers, urban allotments, growing and future food workshops. MEDIA showed how the new way of learning today is the internet, especially social medias sharing. EXPERIMENTATION numbered innovative projects about how we cook, sensory studies and future foods academic researches. FUTURE FOOD PREDICTIONS brought up that seaweeds, insects, acorns, artificial meat and sonic enhanced food are in experts’ opinions matter of near future.
School Health Future foods predictions
Political actions Experimentation
Media
School was for us a very plain option because a lot of actions seem to be already undertaken and all in the same direction, so there’s not a lot of space for innovations. There are interesting possibilities in community actions because people react quite creatively in needy situations and they found smart solutions to adapt to changes and offer free health to the public. The most interesting field is probably the one between experimentation and future food predictions because it could turn learning into creative activities involving weird food and the social aspect of cooking together.
Community actions
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Contacts After a first tutorial, we understood that we needed to get interviews and interested people’s opinions. We made a QUESTIONNAIRE to give out to dining ladies in primary schools about meals they serve and cafeterias management. We got an INTERVIEW with the magazine “The Scottish Farmer” to understand the role of producers into our society food system and the change happening in this job though the generations. We had TELEPHONIC CONTACT with a family-run farm, which even handles classes for primary schools and connections with institutions.
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We looked for EXPERTS’ OPINIONS and predictions online and tried to email some of them.
We sent a SURVEY though the internet to entomophagists to understand what is about and where is it taking from the involved ones. We tried to EMAIL Glasgow University, Stirling University, their researchers and a seaweed farm without getting any answer back.
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insects are now where sushi was ten years ago
Quote from ento-surveys
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Conclusions At this point we stopped to analyse everything we got so far. The moment for insect fashion is said to be about to come, so this is a real opportunity for the next future. In fact, the next 20 years meat will be just an expensive luxury item and the productions rhythms we are still trying to sustain won’t be practicable anymore. There’s the need of finding new ways of faming and different nutrient food sources.
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The topic of education fits perfectly with it because users find learning the most helpful first step to become an entomophagist. Even bringing food health home matches because the diet change won’t happen in posh restaurants proposing luxury exotic dishes, but in people’s houses and kitchens.
In one way on another bug eaters actually succeeded in converting others, whether with cooking the insects or hiding them as a ground ingredient or with another shape. So the change could happen. The challenge is making insects more common, so our service should help perceiving them as a normal food. A DIY kit in your house to grow ingredients is not what happen with the other ones, so it can’t be a final solution. The service could link people who want to grow insects as a new farmer generation, working on the production or the recipes creation and linking to final customers in a sustainable market. Supermarkets are now the most common way of buying food and they could make insects look more common.
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DEFINE group phase
0
12’000 BC
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600 BC
1700 1800
1900
2000
timeline We decided to focus our project on future foods, using education as a mean to change and enculture people. Using both what happened in the past and future predictions, we made a timeline to rationalise the process and see what happens and when to address upcoming problems.
2010 2015
2025
We want to find a strategy to achieve a change through time, so we first defined barriers to social acceptance in order to find opportunities.
2035 2050 2100
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barriers 2015 barriers
2025 barriers
Insects are not very available and expensive on the market.
Experiments proved insects to be healthy, but normal people still can’t afford them.
Western culture doesn’t include eating insects. Animals are our biggest source of proteins and the situation of livestock still hasn’t reached the break-point. Experiments are still not finished and results are not yet analysed, so people do not have trust in including them in their diets. No options are given to pupils to learn other food cultures in school.
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Fashion explodes as an exotic leisure, so its very expensive and exclusive. People are still majorly not interested because traditional livestock is still an option but is not sustainable. It’s a young people trend, so they find it amusing, but older members of society still oppose.
2035 barriers
2050 barriers
Insects consumption integrates into the western way of cooking because livestock comes to the breaking point.
Ocean and insect farming need people and resources to operate effectively.
It’s still not part of our heritage and thought of as something exotic. Not introduced into schools meal menus yet. There is a need to free-up land and reduce our water demand; in turn this causes cuts to farming and means inevitable losses in economy.
Future foods get into school meals and is widely accepted by most. They can be found for cheap prices in community farms/ shops but still can’t get into supermarkets although hopefully that will hopefully follow after.
With less money people can afford less healthy meals and just look for the cheapest alternative but are not respecting nutritional values or source of their foods.
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personas Future eater
Organic eater
PAUL / 55, professor
ANA / 40, entrepreneur
Had the chance to study and stay informed.
She keeps updated on the latest health trends and always buys groceries in expensive green shops.
He got interested in entomophagy and decided to visit Thailand. 10 years ago started eating bugs, acorns and seaweeds. He hunts his bugs. Organises an active community around him.
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Organiser of social and cultural events to spread future foods after FAO declaration. Sustainability is her main concern in consuming.
Exotic eater
Traditional eater
FLORIAN / 35, illustrator
MARGARET / 40, housewife
He likes to travel and always looks for adventures. Being a freelance, he travelled to Cambodia and fell in love with insects.
Her biggest concern is her family.
Sometimes he uses them as seasonings to remember his holiday. He organised dinner to let his friends try eating them.
She cooks home made food with traditional recipes every day. She heard about future food but she doesn’t know much, so she thinks there’s no space for them in our society and never will.
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DEVELOP group phase
directions Insights As long as people keep seeing meat in the supermarkets, they won’t change their habits. If we don’t face the crisis we don’t realise what is happening, so we understood we had to point on more subtle aspects than environment (like curious aesthetics, nutritional healthy values or a tasty first impact). Our timeline was so big that it revealed very useful to identify barriers but overwhelming to develop a future concept. For this reason we decided to come back to what we found out during the interviews. Insects are said to be where sushi was ten years ago. The aim is taking away the stigma, but there’s anyway difference between being socially accepted and part of the culture. We want to go by steps to reach the change.
Opportunities BUILDING A COMMUNITY could help developing around it insect commerce. CREATING A BRAND for insect commercial marketing could use familiar packaging and be available in the supermarkets looking reliable. A SERVICE could let people learn how too cook insects, giving culture about it and providing a secure western spot. The ideation of a SAFETY LOGO recognisable on the packaging could solve people’s doubts and resistances, since no official governmental regulation has been released yet.
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experiment At this point we realised that we couldn’t go further in the project without trying in person to eat bugs, so we decided to start with cricket flour. After having bought crickets, locusts and mealworms in a pet shop, we froze them overnight. The day after, we washed them, baked them into the oven and then grounded them. The first flavour sensation is crunchy and nutty. To make cookies and banana bread, we substituted some of the needed flour with our powders.
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The final flavour of the sweets was really good, no one could have never told we had really used insects to make them. This led us to the conclusion that anyone could be easily introduced to entomophagy with this method.
“
It was overall a fun experience and the only disappointing this is going to a smelly pet shop to get ingredients for human food. It gives a really bad impression which can discourage people. Afterthought
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the service Manifesto
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We are convinced that food education comes through food practice, so cooking different ingredients can be a way to learn about different cultures and countries. Knowing that our nutritional life style is not sustainable on the long term, we aim a change of perception of future food to introduce them gradually into our everyday diet. We feel that early education is the key to change our society, with a normalisation in the next two generations. Our long term ambition is creating a company that not only access educational platform but also integrates new farming methods in reliable food sources and involves users in growing to increase stability.
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Aims We want to create a service that makes future food available and interesting to the general public and involves them both with the ethics and production of these foods. We have identified the following four target touchpoints within our service: schools and educational facilities, families, young adults, producers.
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Strategy We will enter the market in a couple of years with an experience oriented to young people who want to discover cultures and explore new foods.
Stakeholders Our service involves different parts with precise roles. We are the link between the new generation of producers and the next consumers.
In 10 years time the resonance will make this usual and insects will enter as learning tools in schools. In 35 years time it will get into families because kids are going to bring it home to their parents.
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Once settled our brand can sell ingredients in the supermarkets to home make your future food meals. Reliable producers will guarantee the safety of our products.
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PRODUCERS
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CONSUMERS
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the brand As a brand we wanted to tackle future foods field, so seaweeds, acorns and insects.
SEAWEEDS
A C O R N S
“
Our brand is N Non ordinary m New ordinary m
We put ed and inclusi to be presc
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INSECTS
Being so wide, we decided to keep the main focus on insects as an example and to develop our service in time. In every stage we implied a different scenario and comprehension of the society, so we created personas to take though our steps in decades.
NOM NOM munchies, munchies.
ducation, sustainability ivity first and we aim cient, versatile and DIY.
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moodboards Brand
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Logo
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strategy
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nomSHOP
nomFARM
Get young people to use insect proteins so in time they will undestand how to preserve the environment
Starting from already existing producers as our suppliers, we’ll develop in time a self suistainable farming system
Why keep fit and healthy to live longer if in the future the environment is ruined and you can’t enjoy it anymore?
Defining our conditions and requirements, we find an easy way into food production and farming education
2 YEARS
5 YEARS
nomPROJECT
nomLIFESTYLE
The consumers became parents and they could preserve and enjoy the environment with their children
The kids who were taught entomophagy in school grew up and got their own family as parents of school-age kids
They want their kids to learn in school about insects eating and farming because they recognise the importance
The insect preparation and consumption become normal in the families’ everydaylife uses and traditions
10 YEARS
35 YEARS
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DEVELOP individual phase
present society enquiry My focus was the first step of the service, set in a couple of years time. Here I had to engage with the stigma to make the novelty happen, to pass from obscure to fashion.
Insects as proteins But why insects? They are said to be the best source of eco-proteins. Proteins are macromolecules composed by different combinations of the 21 amminoacids chained together. Together with carbs and fats, they are one of the macronutrients families. Our body doesn’t stock proteins so we need to get them from food to have strength, satiety and boost our metabolism. Main sources are animals (low in carbs, variable in fats) and vegetables (high in carbs, low in fats).
The quality is defined by its digestibility (amount of absorbed out of consumed ones) and amminoacids composition. Animal sources are more digestible and complete (presenting at least two of the essential amminoacids) while vegetable ones have deficiencies. Proteins are INSECTS MAIN COMPONENT. They have animal digestibility, they are complete, low in carbs and fats and they contain healthier amminoacids (like the fish ones). They revealed to be even better than whey protein (made from dairies used as a supplement by athletes).
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The comparison I decided to draw out a parallel to what happened in the past with other foods which entered in our culture. “Insects are said to be where sushi was ten years ago” so I used the Japanese example. SUSHI Good esthetics (simple, clean, colorful, geometric). Its ingredients are healthy, fresh and expensive. It’s exotic because needs chopstics to be eaten and represents far Japanese culture. Its bite size lets you eat much, share and experiment different tastes. It’s an entire eating experince because it has a proper ritual involving preparation and consumption. It’s versatile in flavors, textures and colors.
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VS
S
INSECTS Considered gross by the most because of the connected idea of dirt. It’s very healthy and nutritious. It’s exotic but reminds of poor cultures, so it’s connected with underdevelopment. It has bite size and almost 2,000 species around the world are edible. It involves learning new ways of cooking and the discovery of new flavours unknown to the westerns. It’s versatile in flavours, textures and colours.
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2015 food trends Front/guest-facing technology Big chefs turning to “fast-casual“ Restaurants and coffee shops pop-up in luxury retail shops Young diners are becoming adventurous, leading food brands to focus on them Insects overcome yuk-factor Bitter and umami tastes get popular as people sophisticate Coffee shops are moving to a new cathegory of their own Neurogastronomy manipulates the perception of food and drinks
Food fad vs. food trend To understand how to create a new trend, I had to figure it out what are the technical features of these fashions, to avoid just another fad. FAD Begins as an innovative or uncommon food, cooking technique or niche that gains notoriety via any number of drivers, especially the internet. Edible insects reveal hundreds thousands results on google, so they already are a fad. Articles supporting it are stemming from increasingle noteworthy sources, all extolling the promise and potential of edible insects movement. The quick rise has been driven by several years of media hype and decades of academic interest.
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VS
S
Successful example “THE PALEODIET” Not just a diet but a life-long way of eating to avoid chronic diseases, imitating the first men food regime. TREND Begins once a food fad moves beyond sheer hype and makes its way onto the shelves of Wholefoods and eventually Walmart.
OUT: whole & refined grains, dairy products, processed food as sugar, vegetable oil
It needs to become tangible.
IN: lean meats, fish, seafoods, fresh fruits, vegetables, eggs, nuts, seeds, healthy oil
Ento-preneurs created a multimillion edible insects industrial complex, coming to e- shops and Wholefood shelves.
Paleolithic Era lasted 2.5 million years and ended up with the advent of agriculture and domestication of animals.
For now the trend has surpassed the cynics’ expectations but it’s still not enough.
It started being theorised in the 1970s but got popular in the 2000s. It gained huge popularity in the latest years on the web.
The industry should apply cohesive marketing strategy campaigns. An organised lobby voice will ensure trend duration.
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The stigma My insight was to take away the stigma on insects, so I tried to look for different directions. SLOW INTRODUCTION Starting with mixed fusion dishes, not extreme, to convince people starting. New foods are never faithful to the originals when introduced in other cultures. EXOTIC EXPERIENCE Challenges to try real asian/south american/african/ancient food adventure. It gives the thrill, still ensuring the users that ingredients are safe. MASTER TRADITION Exploitation to make it look a luxurious leisure requiring special acquired skills, pointing on quality ingredients, foreign culture and foreignness to the uneducated.
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ATTRACTIVE AESTHETICS Creates an enjoyable first impact though smell and presentation of the food, enhancing the sharing on the social medias.
first concept The protein shake I decided to go for the slow introduction way and my first idea has been the mason jar protein shake. It is a ready-made cup-to-go containing visible colorful powder layers, to which you just need to add milk or water to get a shake. It recalls the shape and materials of a bio and retro mason jar. It’s an easy and healthy substitute of snacks or breakfast. Can be reused again as a cup or it can become a simple container. This concept though didn’t bring enough experience and couldn’t develop the full potential of the insight. I decided to focus on the design of the consumption situation, playing on the unique flavours and the exotic tasting experience.
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DELIVER individual phase
nomSHOP The NOM SHOP was meant to be an insect powder selling point. It offers the widest selection of flavours, each one explained with expert gastronomic terminology. With a specific focus on insect aroma, it describes flavours to take away the shape stigma, aiming to educate the cultured and open minded public, offering an appealing and engaging experience for the senses. The shop offered me two main opportunities: selling insect powder as a spice or as a topping.
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Apothecary-looking shop The customer can try different flavours and be counselled by the assistant on how to buy powder to take home and use to cook and transform normal dishes.
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Organic-looking coffee shop The customer can twist his drink (coffee, tea or milkshake) adding insect powder topping of his choice, to match and enhance the flavours following the bartender’s
suggestions. Cold drinks or mixes non requiring machines in the preparation, can be self-served by the customers in a jar near the topping counter.
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“ Consequences I understood in my research that the abstraction effect is very powerful and drops off just when insect parts are very apparent. Food is recognised as edible just joining smell and taste to sight, so visual stimulation is enough just if you recall an archetype. In general westerns don’t want to see something in their plates that resembles an animal form. There are already many insect flour desserts or bugs protein bars enterprises. No one is doing instead anything about seasonings.
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Umami (the savoury asian cuisine typical flavour) has already been declared the fifth taste. Lately kokumi has been proposed as the sixth, as a sense of mouthfulness resulting from an enhancement of flavours already in your mouth. The only food that can make experience them both is insects, so they should be considered something fine and unique.
The shop will give almost the feel of an atelier, where you do not go in a rush but to enjoy your senses seeing, smelling, tasting and finally choosing.
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Organisation In the shop all the powder are contained in jars, as a brandmark of the shop, which are going to surround completely the user. To let him orientate inside it and learn how to use the powders on his own, I designed a cataloging system.
A short paragraph about gastronomic properties, calories and suggestions will be on the side of the jars. On each lid in the shop are going to be two icons: the first one describes in a clear way the taste of the insect powder inside and the second one tells for which matching that flavour is recommended.
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Each icon will represent a simple and minimal, but still recognisable, drawing of food. To understand it it’s given both the shape and the colour, so if the user doesn’t know the particular ingredient or its taste can at least have a clue on the category it belongs to. The shelves are going to be divided for types of bugs, from annelids to the different arthropods as arachnids, myriapods and all the others.
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“
The icons are divided in six macro categories, each one identified with a different colour.
”
A grid will be created using the same colour category order in vertical and horizontal, where in the first one the criterion is powder flavour and in the second one suggested matching flavour. This way if the customer is looking for a particular new taste he can
search on his own in vertical in the group that he wants, while if he knows what he wants to match with he can explore in horizontal the different types. A tester to try out the powders with legend on the bottom will help him reminding the method.
What do you want to match? What are you looking for?
MEAT
MEAT
FRUIT
GRAIN & TUBER
VEGETABLE
FRUIT
hissing cockroaches +
GRAIN & TUBER
VEGETABLE
FISH
fried wax moth larvae +
sweet chili scorprions +
diving beetle
deep fried zebra tarantula +
toasted leafcutter ants +
raw termites +
crickets
walking stick
+
+
raw water bug +
cicadas
+
boiled termites +
+
+
mealworms +
fried ants
fried spiders
+
+
+
fried praying mantis +
fried agave worms +
fried termites +
fried grasshoppers +
jumilies
sauteed bee larvae +
fried bee larvae +
FISH
fried nsenene +
fried queen ants +
OTHER
dried mopane worms +
steamed water bug +
+
hornworms
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service design tools Service image
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introducing
THE nomSHOP
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Poster
THE SHOP 50
THE SHOP 51
Offering map
experience of cultures
cheapest way of travelling is through food
incredibly adaptable
TASTING learn new ways of cooking educate mouth to new tastes
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give more variations to take away boredom healthier kitchen
some food is acquired taste
replicable at home buying our ingredients
advertise the shop
total personalization throught the toppings
snack to enjoy
on-the-go, not fast
introduction into diets COFFEE SHOP try the toppings taking your time counseling from bartenders on the best match
chanche to try food on the spot
enjoyment in preparation and choice, while normalisation in consumption
twist your break
WORKSHOP creative group activities
launch event
spread the knowledge between people
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Customer journey map
go to the counter
ask
EXP
ENTER go to the jar table choose the size of your drink
bring your own jar
go to the bar counter
go to the seasoning count
ORDER
MIX BUY
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for assistance
PLORE
TASTE
BUY
cook at home
learn about the powders
ter
TASTE
TOP
HAVE IT ON-THE-GO
SHARE 55
Blueprint
CUSTOMER
enters and asks for infos
ASSISTANT CUSTOMER
giv enters and gets a jar
as an
BARTENDER CUSTOMER
BARTENDER
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as
enters and gets a jar
sks to taste
have a look around alone
ves the taster
sks the order nd takes the jar
prepares it in the right size
goes to the seasoning counter and mixes to create his mix
decides to buy and calls the assistant
pays and gets last advices
asks the quantity
gives cooking ideas and hands in the jar
gets suggestions and pays
tries&uses toppings, closes with proper lid
gives bespoke topping suggestions gets suggestions and pays
gives bespoke topping suggestions
tries&uses toppings, closes with proper lid
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Touchpoint matrix
actions
TASTE
E
touchpoints jar
assistance counter
tester icons toppings lids 1st persona
unexperienced user, needs guidance and gets helped
2nd persona
experienced user, can base his exploration on icons w
3rd persona
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4th persona
organic customer, looks for a healthy mix with a twi
EXPLORE
ORDER
MIX
bar counter
TOP
HAVE IT ON-THE-GO
SHARE
topping counter outside
shelves seasoning counter
by the assistant
without the need of assistants
ist
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Personas
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CAROLINE / 24, intern
KATHY / 25, writer
She just came out of university where she did her Initial Teacher Education and got the Qualified Teacher Status.
She just graduated too from Caroline’s same university, but she attended Humanistic Studies and got a master in journalism.
She’s patient, outgoing, balanced and has sense of humor.
She’s open-minded, loves travelling and new or exciting experiences.
Lately she’s stressed about her new intership. She became lazy on her food diet, always looking for the fastest option because of the commuting time.
She decided to settle becuase she wants to look for a job and not to feel costraint she tries to find new activities in the city.
the contact:
“
Kathy discovers about the workshop for NOMSHOP launch and convinces Caroline to join. They have a Sunday cooking brunch and they discover about NOM NOM, insect eating and health benefits. They buy cricket flour to try making cookies and they decide to come back during the week to taste the bar on-the-go products.
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Storyboard
SHOPPING EXPERIENCE
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COFFEE SHOP EXPERIENCE
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presentation To make the shop more visual and give its feel, I created some renders of the interiors and I re-created the set of jars with the topping counter as a touchpoint.
Renders
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Touchpoints
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FINAL REFLECTION closing phase
afterthoughts I think this project helped me in first place to open up my eyes to the current environmental world situation. Food is one of humans’ basic needs and it has a central spot in our life. Therefore it shouldn’t be just considered nutrition but part of our cultural tradition.
Our context Even though my group topic, education, seemed at the beginning very narrow and bound to schools, loads of possibilities opened in front of us when we started to think about it as pure knowledge gaining. Thanks to a framed and logic structure of consequences, we could frame our research and in this complex system it got immediately clear which was the way we wanted to take.
Our focus Between all the possibilities we decided to leave the safe road and challenge ourselves with the Entomophagy topic. It’s still almost a taboo in our society and for this reason our project revealed to be quite an ambituous one, meaning we had to design for innovation and cultural change. That seemed very scary at the first week, but going on with the work I realised its big potential. We answered to a very practical problem that will come up in the near future, and I find our response valuable.
The service Having to create a system of services changing in time, we found ourselves facing double the work: the definition of a brand strategy and identity as a group and its interpretation in different time scenarios with their linked touch points.
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The group The group dynamics worked out and we had the chance to both produce something we could all recognise into (NomNom) and work individually to give our personal perspective with all the freedom. Each of our parts worked alone and cooperated into the system. Our ethical stance aimed to be as inclusive as possible. Going towards peoples’ needs and adapting to their thinking, we wanted to try shifting their frame of mind to be more sustainable. We focused on present attitudes to predict and guarantee a quality future. As a group we found very difficult but challenging defining the forthcoming barriers. Imagining what the future looks like, which are going to be its issues, and trying to design to solve them has been harder than expected.
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My learnings I think this work was overall an achievement. With more time we could have completely developed our brand identity to be tangible and believable on the market, but we got very far with all our different scenarios in just five weeks. I found this project very involving. Being about nutrition it gave me the chance to think about my own habits and to discuss a lot with others. Food is dear to everyone and whenever I tried to explain what I was working on, I found myself immersed in an ethic conversation where I had to justify my project. People are not aware of what’s upcoming and from here comes all their skepticism. Besides learning more about my topic, this project taught me how to approach the creation of a service system and which are the tools I can use. I’m sure it will reveal extremely useful as a training for my future profession.
MARTINA BONETTI PRODUCT DESIGN Year3
The Glasgow School of Art, Session 2014/2015, Term 1