Eateam | Healthy Eating Community Platform

Background

The global rise of young generation migrants, currently 23 million, shows Millennials and Gen Z have the highest interest in healthcare (71%). They face financial hardships, spending £39 weekly on groceries versus the general average of £45. Predictive and personalised data analytics are enhancing healthcare efficiency, crucial for meeting the needs of young migrants.

Research methods & Key insights

I used five research methods to reach our insights, including STEEP Analysis to identify project opportunities, diary studies to understand our users' cooking processes, and in-depth interviews to explore their cooking journeys, pain points, and challenges. Additionally, we conducted expert interviews to gain insights into the current issues faced by the UK healthcare system. We also ran a co-creation workshop with six participants to observe the thoughts and behaviours of our target users and conducted a mobile survey to collect user feedback.

As a result, we gained five main insights:

1. Our users have irregular eating patterns because they prioritise their studies and work.
2. They balance the cost and quality of groceries, often purchasing premium items.
3. They are open to diverse and new experiences due to the uncertainty of their residence.
4. They throw away a lot of food and ingredients because of short expiry dates and large portions, which are unsuitable for small households.
5. They have unique ingredients and recipes from their cultural backgrounds and tend to stick to these recipes.

Target segmentation

I divide our target users into three segments: young adult migrants (aged in their late teens to early 30s) who are just starting to cook in a foreign country, individuals who care about health and good eating habits, and people who want to make foreign friends with similar interests and prefer to quickly learn about appropriate meal plans and recipes.

Ideation Workshop

I and my teammate facilitated an ideation workshop with users and stakeholders to explore challenges and behaviours related to young migrants’ cooking experiences. Through collaborative brainstorming and empathy-driven discussions, we uncovered insights to define hypotheses and test innovative wellness concepts.

Service core values

After workshop, according to the hypotheses we got, we are selecting six key competitors that are popular and operate at the intersection of two markets. We will analyse their business models (including customer segmentation, USP, business model, and costs) and then evaluate them based on eight criteria: entertainment value, professionalism, learning opportunities, hybrid features, price, efficiency, personalisation, and social interaction.

Through this analysis, we will define the core values of our service.

Mission statement

How might we foster the formation of good eating habits by enjoyment in cooking within a community?

User journey

Hypothesis

If we provide balanced recipes/diets to cook easily and a community, they will have a good cooking and eating pattern.

Assumptions for concept testing

According to our hypothesis, we created a hypothesis map to test the critical and uncertain aspects of our service.
These include: Will people be interested in learning from others? Will people be reminded of mealtime by the group? If we create challenges, will that bring people closer? If we provide easy recipes, will people be more inclined to cook for themselves? Lastly, what other value can we provide to our partners?

We made two testing prototypes: one tests easy recipes to motivate people to cook, and the other is a hybrid community to test changes in user behaviour.

Hybrid community concept testing

I conducted hybrid community testing with 9 target users. To simulate an online community, I created a WhatsApp group where everyone was required to post what they ate or cooked for each meal. After three days, we gathered at Hyde Park for an offline meeting, where I also interviewed participants to gather feedback on the testing.

Most participants said that seeing others post their meals helped remind them to eat, and if someone shared a healthy meal, it inspired them to cook healthily as well. However, some mentioned feeling ashamed to post if they didn’t have a proper meal. Additionally, users shared that posting every meal for three days was manageable, but doing so over a longer period might become stressful.

Key insights from concept testing

Stakeholders map

Business model

User storyboard

Strategy & Vision

Amazing feedback  from the public show