EATEAM, a platform that helps young adult migrants build eating habits and connect with a community in a simple way.
EATEAM is a platform that helps young adult migrants build eating habits and connect with a community in a simple way. We believe that this service helps young adult migrants with hectic lifestyles form and maintain healthy eating habits while engaging with the community, reducing feelings of isolation.
This is my Graduation project, In this project, we utilised various research tools for user research, conducted in-person workshops to interact with target users, and employed different testing methods to validate our hypotheses.
The purpose of this project is to provide a platform that helps you build an eating habit in a simple way and fosters a community.
“Our goal is to help young adult migrants with hectic lifestyles form/maintain healthy eating habits and engage with the community, helping them feel less isolated. ”
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.
We 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:
We 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.
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.
How might we foster the formation of good eating habits by enjoyment in cooking within a community?
If we provide balanced recipes/diets to cook easily and a community, they will have a good cooking and eating pattern.
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 behavior.
We divide our market into three segments:
SOM (Serviceable Obtainable Market): Our users will be in the UK.
SAM (Serviceable Available Market): Our users will be in Europe.
TAM (Total Addressable Market): Our users will be worldwide.
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