IS1 Vice 2022 Team 1

TAPPING INTO

YOUTHS NEEDS

PARSONS INTEGRATIVE STUDIO IS1 SPRING 2022

Meaningful Born in 1997-2012

First, let us define who are the youths.

Curious

Gen Z Digital

Dynamic Impact

These generation are exposed to big social issues from human rights, politics, until health.

War

Recession

Pandemic

Which affects directly to their wellbeing…

Source: AECF, First Up, Medical News Today

And lead them to demand a medium..

A way to look inward.

A channel to express themselves.

A place to connect with others.

Source: Insights on In-depth Interview

To tap in to their needs, we ask them about their way to relieve their stress Food & Cooking Music

Shopping

Pet

Sport

Game Drug

Sample: 30 people

Directly to food, we see there is an opportunity for VICE to accommodate their needs.

By levelling up the Munchies Recipe Section Drive users to cook & share as an action for well-being

Enhance the users experience on VICE website

Introducing

Munchies M

d

Munchies Mood A virtual experience that gives users a personalized & curated content.

The vision is to support on Gen Z’s well-being through food experience .

Start Exploring! https://bit.ly/Munchiesmood

Quiz Implementation Strategy A personality quiz helps users become more aware of the connection between their emotions and food.

Action:

Self assessment Effect:

Self awareness

Design the quiz with experts

Gain for VICE

Customer insights

Food Quiz Library To curate more personalized content, a redesigned recipes section is organized around specific categories.

Action:

Cook the recipes Effect:

Mindfulness

Implementation Strategy

Hassle-free user experience

Gain for VICE

Website traffic & promotion

Space Implementation Strategy

Gain for VICE

An recipe-sharing room for each category to connect and share their food experiences.

Community agenda

Action:

Share with others Effect:

Sense of belonging

Brand awareness & virality

Munchies Mood will holistically bring added value to VICE

Leveraging Munchies brand to develop future projects (co-creation, festival, etc) Activation

Sponsorship

Engagement

Ability to create branding package for brands to tap in on Munchies Food Library Increase customer loyalty & trust

In the future, Munchies Mood will have the potential to go beyond

Munchies Mood 2022

Munchies Mood 2023

Virtual experience

Virtual experience In-person collaboration with retail supermarket

Munchies Mood 2027

Virtual experience In-person collaboration with retail supermarket, museum, and park Global marketplace

Moreover, none in the industry have done this initiative

User stops at Recipes

User stops at Quiz

User stops at Recipes

Food to improve mental health

Quiz

to Look Inward

Food Library to Express Creativity

Space to Connect with Others

Altogether, we will create an ecosystem for Gen Z

to truly assess, learn, connect, and seek solutions.

Aware

Assess

Munchies Mood

Connect

Learn

Let’s be more

aware and mindful with ourselves!

Good Food, Good Mood

People Behind Munchies Mood

Eve

suene238@newschool.edu

Lakeisha

pradc438@newschool.edu

Thita

tunlt065@newschool.edu

Strategic Design & Management

MS SDM | Integrative Studio 1

Thank You Integrative Studio 1

03 February 2022