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June 2016

New Name – New Concept

When thinking about the MIX thing – it is probably the main function of the app that people can find recipes according to what the LIKE and HAVE. It is a mix of two components.

The part that I was most struggling with so far was, that my app becomes overcomplex with too many functions and two big parts: Social media + Recipe suggestion
Also the complexity of the app that should be communicated in the most simple way is kind of a mix of two components.

To solve this overlapping of Social media + Recipe suggestion, I aim to hop on the concept of this mix and clearly distinguish between these two: Two areas in the app

CHALLENGES: 
To make this app successful I have to manage a few tasks:

– self explanatory app with easy usable interface
– pack functions in the app with adding depth; the key to succeed here I guess is interlacing or better said to work in more levels. While the first level should just show the basic and necessary functions, additional features can be added in this next level
– for the very first time I feel like designing to make it “look nice” is not relevant. Absolutely key will be to create a design that helps to bring clarity and orientation in the app
– for the app design I have limited means: structure and design. This is all I got. If the app is complicated, unclear and confuses the user I will have failed my mission.
If I manage to succeed in guiding the user round nicely and to bring excitement to the app as well as clearly communciate to the user why he is better of with my app than with other recipe apps – then I will succeed. Therefore, I will need to use design to help bring clarity and guidance as well as a positive, appetising and innovative feeling to the user rather than to waste it for decorations.

MIX

New Name brings New Concept 

thumb_IMG_7103_1024
Etymology of Mix 
composed of more than one element (Etymonline, 2016)
– cooking is making an ensemble of flavours
to bring together, to join (Etymonline, 2016)
– Bring together family or friends with cooked food
– Gathering round the table
– Eating as a social activity

Experimenting in Kitchen 
– Experimental cooking brings out unique and new recipes – they are the perfect content to be shared on Mix app.
– Also other people’s unique recipes can be found on the app
– When cooking recipes that are already existing, usually people tend to mix in other ingredients, or vary in quantity, skip some ingredients and reinterpret the recipe so it matches to either what food they have in stock or what they like or dislike
– People’s recipes are as unique as their personal taste profiles
– When recipes are taken from family members or delivered by mums, grandmas, … they will slightly change as well as times also change

Jamie Oliver’s success recipe? 
– This could be Jamie’s secret ingredient for success. He doesn’t ask people to cook exactly the same as he does. He suggests variations and creates cooking as a really sensual, fun, not too strict and experimental act. He is more like “add a handful of flour” rather than “add 20g of flour”.

Eating
– Mixing and combining all 5 senses
– Mixing flavours
– Cooking is to mixing foods

to mix
– term used in kitchen
– logical connection to food
– to blend / bring together
mixer
– kitchen utensil
– when I was questioning people about the 1st word that comes to their mind when they think about food some of them mentioned kitchen utensils

Function of App 
Combining (mixing) what you
have + like = suggested recipes
(Dna Test + Fridge Scan)

Human Diversity 
– global app
– social media function
– no hierarchy in app (everyone is treated the same and same prerequisites)
– the word is understood in numerous languages

Word sound
– The term sounds accurate in times of diversity and being unique (future)
– simple word for helping to simplify my complex app
– futuristic rather than old fashioned

References:
Etymonline (2016) Mix. Available at: http://www.etymonline.com/index.php?term=mix (Accessed: 28 June 2016).

New Name: MIX

After discussing the name issue with Margot I did again some research, discussed with my peers and tiled the floor over my whole room with notes and starting points that could help me find a new name.

For further starting points and new thoughts I asked people to write down a word they connect with cooking. Some of them were truly helpful.

Unbenannt-1
My favourite words:
• Mom       • Cake
• Spoon     • Share
• Celery     • Fish

New Name Attempts:
• Spoonful            • Pinch
• Fish & Celery     • Mom
Kale & Cake

Mom sounded too old fashioned as it is the typical role of a mom to cook. It should also be more about to cook yourself rather than someone else cooking for you. However, I really liked the short and catchy term. Was really good to do the target market analysis first.

So I chose Kale & Cake instead. Kale should be representative for green, organic, superfoods and it necessarily needs to be cooked. Cake, on the other hand, should be representative for baking, unhealthy food and sweets. You can find all on it on the app.
The name should reflect a new concept: Uncommon and new food or flavor combinations as well experimental recipes. Those can be found most likely anywhere around the world as everyone reinterprets or invents recipes. This is the fun part in kitchens.
While I’ve firstly summarized the characteristics and concept, I also wrote down that Kale & Cake is a combination that seems like an uncommon, unknown mix.

As soon as I wrote down the word MIX it occured to me that the the concept of Kale & Cake was actually MIX. So why making it complicated and use Kale & Cake if mix is the matching term for that.

NEW NAME: MIX 
This time I really felt confident about the name contrarily to (Tempt it, Mom, Kale & Cake). This was the word for a good concept.

Goals / Principles

What are my goals?  
– to encourage people to value cooking as a multi-sensual, stress reliefing activity that incorporates a lot of health benefits and to enjoy dinner as a social activity within a family
– aims to counteract the ongoing decrease in cooking (especially in future times)
– excite people to share valuable content online
– communicate and spread bits of tradition and culture via delightful, sensual means
– connect people who have passion for food, taste, flavour and it’s preparation
– create an all-rounder cooking app (nutrition, communication, sharing, dynamic, calorie count, individual personality check, recipes, instructions, inspiration)
– alternative and replacement of too many and too chaotic recipe apps with shallow functions and content and complicated interfaces

Principles:
Transparent: no mysteries with food
Authentic: authentic, local recipes posted by real users around the world
Appetising: design should support aim
Innvoative / futuristic: Even when it feels futuristic now, when the app would be released it would be time accurate rather than futuristic. Still, it should be the first app to incorporate futuristic functions like holograms, scent, etc. which makes it very innovative and slightly futuristic even then
Complex, yet simple: Lots of functions and broad range of usability that should be packed in a simple, comprehensible and user friendly interface that works self explanatory. To fulfill this task would probably work best when there is a lot of depths added to the basic functions/interface.
Down-to-earth: There shouldn’t be a hierarchy where top cooking chefs, or experienced down-to-earth chefs like Jamie Oliver provide tips and tricks to tell you how to cook. There should be no lecturing from a top-position (as long as it does not establish itself via the app). Everyone has to build his way up from the very bottom with his own success recipe.
It should be a big community of very mixed people. Basic cookers can learn from better cookers. Some people will be quietly in the background browsing through recipes and giving a like here and there while others will establish to top-followed and lots of recipe sharing app-internal superstars.

Target

Who is my audience?
Thoughtful target analysis:

 

The failure of more than every eighth start-up business is because of not having analyzed the target audience. I guess, the same rules can be applied on my MA project.

Target:

Unfortunately, my app is not intended to be for a specific niche audience which makes it harder for me to define a specific target. Cooking can be enjoyed and done by basically everyone worldwide. However, some specifications can be found below.

INCLUDING:

  • young and active
  • app and smartphone usersAccording to The Statistics Portal (2016) 25-54 year old people use the highest number of apps while 18-24 year olds spend the most time on using apps. 18-45 year olds appear to be the most likeliest persons to use apps. There are significantly less users of apps aged 55+.

    The app should be launched on 16 October (World Food Day) in 2020 or 2021. According to Macworld’s article “iPhone 8 and beyond” that has been released just 10 days ago, in 4-5 years time, technology will be most likely to realize all features I incorporated in the app (Macworld, 2016). In case one or more of them won’t, it is not a big deal as my project is fictitious anyways and my challenge about this project is to design a recipe app for the future rather than inventing the future phone.

  • Age:
    The War Generation (1920-1940) was born in times where it was crucial to cook.
    – Little money (cooking is cheap)
    – No fastfood, microwaves, ready meals or fridgesGeneration X (1950-1970) is formed by the children of the previous generation follows this ideal.
    – help in house holds
    – gain house holding skills
    – big shift in kitchen equipment
    – first forms of ready meals and fast food

    Generation Y (1980-1990) often enjoyed family dinners as long as living at their parents homes. Beginning from cooking for oneself, Gen Y starts to cook less.
    – chance to spend less time on cooking
    – decreasing importance of cooking
    – very broad range of fastfood and ready meals
    – increasing pickiness
    – individual intake of food

    Generation Z (2000-2010) are the younger siblings of Gen Y. They are not yet cookers as they are now between 6 and 16 years old. In 4-5 years time the earlier members of this generation are my target as well as soon as the app is released.
    – as soon as the app will be on the market for e.g. 2 years some of this generation are already 23 and my target audience as well.
    – cooking will be very little important for them
    – they shape trends and will develop the new society

    My app will be designed especially for the border generation between Y and Z (1990- 2000) who grew up with the use of media and technology and where it is all about communication. People between 20-30 years old in 2020.
    My aim is to particularly encourage those people to value having dinner as a social activity within a group of friends or family and to appreciate the highly sensual act of cooking.

    They will be likely to use it if it communicates right as they grew up by using technological means. Also for the former generations it should be applicable, as people up to 54 years are very likely to use apps. However, this generation seems to appreciate cooking anyways more than the next ones do.

    The active and natural use of technology is representative for Generation Z. Their ability to multitask (also Gen Y) becomes more and more and they use technological means as an addition of our bodies to increase productiveness.
    Still, they are really concerned to develop their personalities and bodies. This is why healthy food as well as food, diet and nutrition trends are set by them but more on this topic later.
    (ZDnet, 2016)

  • Could result in later cooking
    People are moving out later than they did in former times.
    89% of 18-19 year olds still live at parent’s place (Generation before: 71%)
    46% of 24-25 year olds still live at parent’s place
    20% of 26-27 year olds still live at parent’s place
    12% of 27-30 year olds still live at parent’s place
    Possible Reasons:
    – less money because of studying
    – less authority of parents
    – better relationship between children and parents (SpiegelOnline, 2016)
  • Spontaneous cookers
    – when you invite people for a dinner party you will think about the dish first and then buy the ingredients (pork roast, big lasagna for sharing, etc.)
    – app is for the other way round: people can buy what is cheap, available or in season
    – according to this, recipes are suggested to you
    – for planned cookers, the BROWSE section of the app is working too
  • Cookers of all levels
    – Amateurs
    – Quite experienced
    – Pros
    – The self-evaluation / test at the beginning of the app will find out your current status and adjust the recipe instructions to you depending on that level
    – If you develop your skills, just change your status in the settings menu
  • Singles and Families
    – The app helps to decide what to cook for singles, students, families, etc.
    Applicable for:
    – Cooking for oneself
    – Cooking for oneself and a partner
    – Cooking for a whole family
    – Cooking for guests
  • Health and body aware
    – Families might be aware of benefits of dinner as a social activity within the family
    – People who care about their health and the health of their family would likely cook
    (fast food and ready meals can cause diabetes, obesity and are full of hidden artificials, sugar, fat and aromas)
  • Cost aware
    – dining everyday out is expensive
    – ready meals and fast food for a whole family are expensive
    – cooking can be done really chep
  • Non-cookers
    – People love to buy cookbooks even if they cook less
    – Chunk of that buyers only likes to see and watch through cookbooks even if they won’t cook
    – Non-cookers are highly welcome to just enjoy the functions and postings
  • Technology lovers
    – It seems that some people love to test everything that is new (trend detectors, trend followers)
    – If the recipe app is the first to be released that incorporates all those new technologies (hologram) also non-cookers and people who won’t be potential cooking app users could be tempted to download and test the app.
  • Unique / Personalized
    – Having very unique belongings and personalized stuff seems to attract to people
    – Hipster trend movement emerged from this idea
    – e.g. personalized playlists on Spotify, uniquely chosen wine on Vinome, etc.
  • Curiousity
    – There is passion in people to find out about their past (Deseretnews, 2016)
    – To identify oneself it is helpful to know about the past (Ancestors, Family History)
    – Inherent curiosity for family, ancestors and roots
    – Ancestor research business is booming (FindmyPast, Ancestry, etc.)
    – Momondo offers now a DNA test to help find out about people’s past and to encourage them to travel to those countries (LetsOpenOurWorld, 2016)
  • Nutritional interested
    – the app tells you exactly how what you need and how much you consumed
    – helps to keep track
    – if I make my mom’s well tried Spaghetti Bolognese quite often, I would be actually really interested which nutritional facts and calories it incorporates: app calculates for you when you scan it for producing a hologram
  • Global
    – due to ongoing globalization and increasing spread of English (spread by internet) the first launch of the app will be exclusively in English
    – easier to share recipes to a worldwide audience
    – you can easily cook a recipe uploaded by an Italian user without speaking the language
    – in 2020/2021 it is likely that our phones will translate automatically anyways
    – 3rd world countries might not be able to access smartphones
  • Trend Lovers
    – Food trends occured as a result of increasing health- and bodyawareness
    – low-carb, vegetarian, vegan, gluten free, lactose-free, dairy free, superfoods, etc.
    – trends will occur within the CHARTS section of the app
    – trend lovers might need to keep track of it
    – could stimulate and boost value and popularity of the app
  • Allergies
    – app will be particularly helpful for people with diets, food restrictions (religion), allergies, pickiness (increasing), intolerances and ethical food relinquishes
  • Culturally interested
    – globalisation and travel trend might result in openness, better understanding and curiosity for other countries
    – local cuisine is a big part of a culture
  • Niche
    – very marginally, the app will fill some niche gaps: personal and unshared recipe treasures could be communicated
    – very individual and authentic (family) recipes
    – chef cooks, bloggers, magazines etc. bring recipes to the people (often similar) – contrarily, those self invented or family history based recipes will be “new”EXCLUDING: 
  • Data awareness
    The mandatory undertaking of a DNA test in the beginning to set up each users profile excludes data concerned people.
    – Additional info brochure inside the DNA kit will inform about the responsible usage of data
    – When being really data sharing concerned, the app might not be applicable
    – In the following few years, this sort of things will become more common as companies are starting to use it more frequently right now (vinome.com, momondo)

 

What are my goals?  
– to encourage people to value cooking as a multi-sensual, stress reliefing activity that incorporates a lot of health benefits and to enjoy dinner as a social activity within a family
– aims to counteract the ongoing decrease in cooking (especially in future times)
– excite people to share valuable content online
– communicate and spread bits of tradition and culture via delightful, sensual means
– connect people who have passion for food, taste, flavour and it’s preparation
– create an all-rounder cooking app (nutrition, communication, sharing, dynamic, calorie count, individual personality check, recipes, instructions, inspiration)
– alternative and replacement of too many and too chaotic recipe apps with shallow functions and content and complicated interfaces

Principles:
– Transparent: no mysteries with food
– Authentic: authentic, local recipes posted by real users around the world
– Appetising: design should support aim
 Innvoative / futuristic: Even when it feels futuristic now, when the app would be released it would be time accurate rather than futuristic. Still, it should be the first app to incorporate futuristic functions like holograms, scent, etc. which makes it very innovative and slightly futuristic even then
– Complex, yet simple: Lots of functions and broad range of usability that should be packed in a simple, comprehensible and user friendly interface that works self explanatory. To fulfill this task would probably work best when there is a lot of depths added to the basic functions/interface.
– Down-to-earth: There shouldn’t be a hierarchy where top cooking chefs, or experienced down-to-earth chefs like Jamie Oliver provide tips and tricks to tell you how to cook. There should be no lecturing from a top-position (as long as it does not establish itself via the app). Everyone has to build his way up from the very bottom with his own success recipe.
It should be a big community of very mixed people. Basic cookers can learn from better cookers. Some people will be quietly in the background browsing through recipes and giving a like here and there while others will establish to top-followed and lots of recipe sharing app-internal superstars.

 

 

References:

The Statistics Portal (2016) Number of mobile app users in the United Kingdom (UK) from 3rd quarter 2013 to 2nd quarter 2016, by age. Available at: http://www.statista.com/statistics/314900/forecast-of-mobile-app-users-in-the-united-kingdom-uk/ (Accessed: 27 June 2016).

Macworld (2016) iPhone 8 and beyond: Future smartphone developments, from graphene and lithium-air batteries to holograms, OLED and motion charging | ‘Super cycle’ iPhone 8 to follow ‘muted’ iPhone 7 | Predictions for iPhone 7s, iPhone 8 & more. Available at: http://www.macworld.co.uk/news/iphone/iphone-8-rumours-patents-future-of-smartphones-bezel-oled-super-cycle-3639808/#toc-5 (Accessed: 20 June 2016).

ZDnet (2016) Defining the ‘iGeneration’: Not just a geeky bunch of kids. Available at: http://www.zdnet.com/article/defining-the-igeneration-not-just-a-geeky-bunch-of-kids/ (Accessed: 27 June 2016).

Deseretnews (2016) A glimpse into the thriving business of family history. Available at: http://www.deseretnews.com/article/865600580/A-glimpse-into-the-thriving-business-of-family-history.html?pg=all (Accessed: 10 March 2016).

LetsOpenOurWorld (2016) momondo – The DNA Journey. Available at: https://www.youtube.com/watch?v=tyaEQEmt5ls (Accessed: 27 June 2016).

SpiegelOnline (2016) Späte Nestflucht: Für immer bei Mutti. Available at: http://www.spiegel.de/unispiegel/wunderbar/spaete-nestflucht-fuer-immer-bei-mutti-a-451727.html (Accessed: 27 June 2016).

Presentation

Tutorial 27.6.16

with Margot.

 

I used this session with Margot to get some help with the naming of my project, in particular.
Furthermore, I wanted to get some infos about how to best present an app, and to ask if Margot would have some tipps or experience in app design or if she could provide any helpful sources or inspiration for great app designs or presentation.

 

Margot:

  • FRIDGE DEVICE:
    She told me that there are already fridges with an integrated screen so it know about your food stock.
    Me: I actually thought about inventing/designing a fridge device that you can put in your fridge and as it will be linked to an accompanying app it could automatically update your food content. Due to the fact that my app will be designed for the future I think it is more plausible if the app is clever enough to calculate the difference each time you scan your fridge – so I will focus on the app rather than additional devices.
  • Cooking level
    Margot mentioned that she would not provide the cooking instructions step by step. She always likes to read a recipe in whole – so do I.
    She would rather suggest that when you are setting up your profile, you can tell which cooking level you are in. (My thought: Maybe if you don’t know your cooking level then you can make  a short test to be categorized). Depending on this category, you will get either step by step instructions, or more general instructions. E.g.:

    Level 1 (Starter):
    1. Put 3l of water in a pot and heat the stove.
    2. Salt it
    3. Bring it to boiling temperature which you see as soon as bubbles occur.
    4. Put in the noodles
    5. Cook 4-5 minutes

    Level 2 (Medium):
    1. Put water in a pot, salt it and bring it to boil.
    2. As soon as it boils, add the noodles.
    3. Cook the noodles 4-5 minutes

    Level 3 (Chef cook):
    1. Cook the noodles in salted water.

    I love that idea and will definitely implement it.

  • White typeface:
    Margot also mentioned to be careful with the use of a white typeface:
    – there has to be good contrast to make it good in legibility
    – when using white type on black, it seems smaller and needs to be enlarged
  • Phone off the edge:
    I showed Margot a picture of a phone where the screen runs off the edge. She liked it and said it would support the futuristic feeling that I want to convey. She would definitely give it a go (Fig. 1)

    Bildschirmfoto 2016-06-27 um 15.51.35
    Fig. 1
  • Presentation:
    In terms of presenting the app in the very end, she said it could be helpful for me to present it like this (Fig. 2) to explain it’s functions. And to present it like this (Fig. 3) to show the finished app with the design.

    For the presentation she also mentioned that it could look cool to present it like (Fig. 3) but instead of using the plants I could just go for almonds or other foods.

    She also said it would be cool if I could incorporate a video but it could be really time consuming for me.

  • NAMING:
    Margot mentioned that she actually doesn’t mind the name “Tempt it”. The longer we talked about it, the more she also seemed to get the feeling that there could be a better and more accurate term than Tempt it. Her help to give me new bits of thought for the naming part was really really great!

    Tempt it: It’s not wrong but there could be something better. Tempt it could link too much to a dating app or a sexual feel in combination with the lips shape.

    Youm:  –  Might sound a little too Thai or Asian
    – Also it is not only about you, but also cooking or dining  as a social activity

    New thoughts:
    Bring people together with cooking and dining
    Family and Friends
    Share – combines that you share food with others and your recipes with the world
    Everyday life 
    Cook it
    Transparency: everything that is mysterious is very bad in terms of food. Noone likes mysterious ingredients or methods – the better you know about what is in your food, who makes your food and where it comes from – the better it is.
    • Food intolerances: this is linked to the previous point. The more transparent, the better.

    Target:
    Probably the most helpful tip from this session was to tell me again that in order to find a name, it is crucial to know about the target. So I should really find out about them. She said she feels that it could be applicable specifically for a young and active target.

    Survey:
    To help me find a name she encouraged me to do a QUICK survey. Margot thinks surveys can be really time consuming with little results (compared to professional surveys). So she suggested to just ask some people about the first word that comes to their mind when they think about cooking. I love that idea.

 

Fig. 1: Macworld (2016) iPhone 8 and beyond: Future smartphone developments, from graphene and lithium-air batteries to holograms, OLED and motion charging | ‘Super cycle’ iPhone 8 to follow ‘muted’ iPhone 7 | Predictions for iPhone 7s, iPhone 8 & more. Available at: http://www.macworld.co.uk/news/iphone/iphone-8-rumours-patents-future-of-smartphones-bezel-oled-super-cycle-3639808/#toc-5 (Accessed: 20 June 2016).

Fig. 2-3: Pinterest (2016) Inspiration Project. Available at: https://uk.pinterest.com/magdalenahuber1/inspiration-project/ (Accessed: 27 June 2016).

 

Interface check

To not run the risk of making compromises to the goods of design, or to make decision forced for the needs of design, I firstly set up the whole app in black and white – just making the content.

This working method should ensure that the app interface would work, even when limited to it’s most basic design. I sometimes adjust the content so it fits to what I need for my design.
This time, however, it is crucial for my project that the app itself works nicely. It will be really complex – which is fine. Still, the user should not have the feeling it is too complex, confusing or complicated. It should be simple and easy to handle. To find the perfect ratio between these two characteristics, I aim to add depth to the basic interface.

 

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My first tries (seems like a long way to go):

New Name

TEMPT IT 

I really understand what Dick criticized about the last name of the project “Tempt it”.
If my concept is to give people something they feel tempted for, than it is a little too banal and too straight forward to also call it tempted / tempt it.
So I changed the name. Please find the process of finding a name below.

IMG_6949

The most promising and eventually best name is

YOUMMY or YOUM

To bring in the personalization part that is crucial in my project and one of the most important features of the app (DNA kit, personal food profile, maybe personalized logo, …) I felt like playing with the word YOU is appropriate. Combining it with yum or yummy makes the logical connection to food and recipes.

 

 

Presentation

Tutorial 21.6.16

 

Presentation Slides to show and talk about my idea:

This slideshow requires JavaScript.

 

Feedback Dick:

Food Quality Scanner:
Dick was thinking about if it would be beneficial for my app to also include a scanner for food, that knows about the quality. So you could scan an orange when going shopping or being on a market, and the app can find out how old the orange is and if it is good quality. For instance, tomatoes can look tasty and red from outside but are tasting badly.

Pro:
+ The app could automatically check the food and label the food in good, medium and bad for instance. Would be a nice additional feature.

Contra:
– Maybe it’s just an additional feature that makes it over complex. Too many functions could get complicated.
– It moves away to far future as a food recognizer that scans the food and knows it’s quality is something that is not planned or developed in the near future as it looks like.

 

Name:
He also mentioned that the name “Tempt it” is not particularly good. It is gimmick and draws on people’s attention but doesn’t have a good reason to do so.
It should be a little more cautions. Craving is also the wrong word as it is too strong.

I think he is right and it really could need a better name. I was not too confident and sure about it anyways. However, it functioned as a starting point and I can build on it.

 

Generally:
The project is developing well. I think Dick can see that I have fun working on it.

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