FlavourCrusader at Social Innovation Camp

A little while back I put a call out for folks that were social media savvy and interested in food to do some interviews for a uni assignment.  The interviews went really well (thanks to everyone involved!) and I’ve been remiss in not reporting back on progress since then.

For my uni assessment I produced two reports and a set of design personas to support the development of the FlavourCrusader project:

  1. Local food production and cosmopolitan localism (PDF 99 KB)
    This paper examines some of the drivers behind the emerging trend towards local and organic produce and the related growth of farmers markets: sustainability, health and safety, quality and taste, and food as experience. It then explores local food production as a form of social innovation, considering its potential for expansion using social technologies.
  2. Report on design research with urban local food customers (PDF 157 KB)
    Reports on the findings of interviews with 5 social media savvy food lovers who purchase locally-produced food.
  3. Personas (PDF 1.7 MB)
    Design personas reflecting the user research and learnings from the initial report looking at local trends etc.

Since that work was completed, myself and the team at Zumio have been working with Sharon Lee, the project lead for FlavourCrusader, on a prototype of the core functionality of the application. The core focus of the prototype is a seasonal food guide and recipes, as these were the core elements identified through the interviews as being useful in a mobile application.

Next Saturday (26 Feb 2011) we’ll be running a session at the Social Innovation Sydney (SI Syd) event in Paddington to get feedback on this prototype. Sharon has done a guest post over at the SI Syd blog about the FlavourCrusader session.

As Sharon’s post points out it’s still very early days — we’re really just trying to provide the bare bones functionality to start getting feedback about what the issues/barriers are and where we should go with it next. Specifically, we’re trying to provide support for the following scenarios:

  • You are on your way home from work and thinking about dinner. How would you use the application to help you choose your dinner?
  • You are planning a dinner on the weekend, how would you use the application to help you plan?
  • You are in a store choosing your fruit and veg for the week and you want to find out if something is in season. How would you use the application to determine this?

There may have other situations where it might be useful, of course — we’d be interested to hear of those if you have any ideas.

Using it “in real life” is obviously the best way to test — so we’re really looking to understand how people go about these things and how, if at all, the app might help. So the session will involve a bit of fun role-playing as well as more straightforward testing.

Our hope is the session will give us an understanding of:

  • How well does the app support this process currently?
  • What frustrations or barriers are there?
  • What needs to be added for people to be able to achieve these goals with it?

In any case, if you’re able to make it down to SI Syd next Saturday — we’re hoping the session will occur just before lunch — I’d love to see you there and get your thoughts.

Project on local markets and social technologies

As part of the core subject of my uni course each semester each student undertakes a self-directed project.  The projects can be of varying shapes and sizes, ranging from more theoretical (such as my report on design thinking and sustainability) to the more practical.

This semester I’m undertaking something in between — part research, part practical — centred around this semester’s “theme” of sustainable food production.

Sharon Lee’s “FlavourCrusader” concept (then called “What’s for dinner”) was selected as one of the projects to be explored at the Australian Social Innovation eXchange (ASIX) Social Innovation Camp held in March 2010.

The long-term vision for the project is to:

  • connect urban food-lovers (“foodies”) with the origins of their food
  • increase consumption of fresh fruit and vegetables (with improved health outcomes)
  • strengthen local economies threatened by supermarket chains

It hopes to achieve this by using social technologies, such as mobile phone applications and Twitter to either promote in-season, fresh, locally-grown, and sometimes organic produce.

In the short-term — and as a first step — the project is seeking to develop a local in-season food guide with a mobile application form-factor.

Such a system has the potential to make purchasing in-season, local produce more convenient, with multiple flow-on benefits:

  • Provide additional marketing/selling opportunities for local producers
  • Reduce food miles
  • Create direct connections between the urban community and local growers, with social, economic and sustainability education benefits

The emphasis of the service, from the end-user perspective, is convenience and good, quality food, rather than the sustainability outcomes.  In this sense it differs from some existing products/services that are out there.

In keeping with my philosophy of human-centred design, I believe the service’s success is dependent on an understanding of motivations, barriers, needs and context of use for producers, local markets and customers.

My project this semester is designed to provide some additional insight into each of these participant groups, including exploration of:

  • What are the key drivers for existing customers (e.g. those that attend farmers markets) taking advantage of farmers markets
  • What are the barriers to existing customers buying local produce (e.g. of those motivated participants, what stops them from buying more regularly)
  • What level of interest exists in such a service among the existing customer base
  • What is the current level of use of social and mobile technologies with customers, producers and markets (e.g. @PrahranMarket on Twitter)
  • Similarly, what drivers/barriers/interest exist for such a service for potential customers — e.g. those that are interested, but for whatever reasons aren’t as active as they would like
  • What are the needs of producers (including local markets)
  • What level of interest/capacity is there to utilise such a service
  • How, if at all, would such a service link with other digital platforms such as FoodConnect

I’m posting all this as I could use some assistance.  Firstly, if you have any resources/pointers/contacts etc. that you think would be useful for the project, I’d love to hear about them.

Secondly, I’m looking for participants for some interviews related to purchasing locally produced food — either people that shop at farmers markets etc. and buy locally, or those that would like to, but for whatever reason aren’t able to do it as regularly as they’d like.  I’m also interested in folks that are using social media (e.g. Facebook, Twitter, blogs etc.) that fit this profile.

The interviews would be about an hour long (at most) and could be done via phone or in person, at a time that suits the participant.  I’m happy to pay for a meal if the interview happens around lunch or dinner 😉

If you are someone, or know someone, that might be interested, please leave a comment or email me on gyoung AT pobox DOT com.