top of page
Millennials' Food Experiences
What people say they do is not always what they actually do. This is a human research project to understand how millennials value their experiences in food consumption. After conducting interviews, Myungwhan gained insights and envision design opportunities to be developed. This is a comprehensive study, before the actual design process.
Research & Design - Myungwhan Choi
About the Generation
Lifestyle priorities keep changing along with generations.
Millennials value experiences more than ownership. They always strive for how they live better and how they can express themselves. However, their economic activities
are limited because of growing housing expenses and other inflation in the ongoing
era of economic crisis.
How to enable them to experience better
products or services at lower prices?
60%
of Millennials
believe that
experience is
the most
valuable.
Experiences
Process
Finding true needs from customers
is the goal of the project.
Academic Research, Field Interviews, Analysis with Frameworks, Design Ideation, 5 Proposals
Helps: 4 Millennials, 1 Marketing Expert, 1 Social Media Reviewer
"In order to find insights that can fuel a viable innovation, we need to discover these underlying issues attitudes, values, dreams, and so forth.
This is why we will use the generative tools."
-Katherine Bannett-
Knowledge Goals and Methods
How do they
consume foods?
[Process]
Timeline Narration
Ask participants to express
how they behave from start
to finish. By putting emotional touch points during the journey, this method examines how they feel as well.
What motivates
them to do so?
[Motivation]
Concentric Circle
Illustrates interviewees' relationship to ideas or experiences by allowing them to pick representative
images and to put those into a multi-tiered concentric map so that their primary purposes will be presented.
How do they
consume foods?
[Process]
Timeline Narration
Ask participants to express
how they behave from start
to finish. By putting emotional touch points during the journey, this method examines how they feel as well.
IMG_6027
the spotted towel 26
IMG_6024
the spotted towel 35
the spotted towel 36
the spotted towel 34
the spotted towel 33
the spotted towel 32
the spotted towel 31
the spotted towel 27
the spotted towel 28
the spotted towel 29
the spotted towel 30
the spotted towel 25
Analysis
KJ Method
After conducting interviews, I clustered
key findings and organize them based on themes to prepare analysis.
POEMS+A&I
The contextualization of Activities, Interactions, People, Objects, Environment, Messages and Services
The Ethnographer's Questions
What does the topic mean to interviewees? What are their behavioral patterns and deviations?
What sense of order is provided, and
what are the roles of participants and
non-participants?
Social Order
Is there a hierarchy, who are in and out,
how to join the group, and are there
barriers to entry?
Identification
P.N.S.T.I.O.
Problems, Needs, System Challenges, Themes, Insights, and Opportunities
Once figuring out opportunities
in line with insights gained from interviews, the idea storming comes to next.
Ideation
the spotted towel 52
the spotted towel 48
the spotted towel 51
the spotted towel 49
the spotted towel 50
the spotted towel 47
the spotted towel 46
Untitled 3
the spotted towel 43
Untitled 2
the spotted towel 41
the spotted towel 42
the spotted towel 40
the spotted towel 39
the spotted towel 38
the spotted towel 37
the spotted towel 24
the spotted towel 23
the spotted towel 22
the spotted towel 21
the spotted towel 18
the spotted towel 19
Untitled 1
the spotted towel 10
the spotted towel 12
the spotted towel 15
the spotted towel 14
the spotted towel 11
the spotted towel 16
5 Final Concepts
How do millennials see the society
with regard of distressed people?
Why do they value in-store
grocery shopping experience more?
How do millennials react
organic foods economically?
What do they aspire in their social
relationship along with food experiences?
How can a new technology uplift
the way they shop groceries?
bottom of page