Goalbowl
Your personal breakfast mix
Goalbowl is a healthy breakfast mix, mass-personalised to support every customer’s own wellbeing goals, building a lasting relationship through a convenient subscription service.
PERIOD:
March / May 2017
PROJECT PARTNER:
Pepsico
ROLE:
Research, Service design, UI design, Service design
COLLABORATORS:
Christian Perstl, Libby Landenberg – Graduating student @ RCA
J Paul Neeley – Tutor @ RCA
Foreword
Goalbowl is the outcome of a 6 weeks team project conducted in partnership with PepsiCo during my second term at the RCA in collaboration with Christian Perstl and Libby Landenberg.
The project was divided into 6 sprints with a clear goal and outcome that could be considered the following: Problem space definition, In depth research, Opportunity definition, Concept creation, Prototyping and testing and Delivery.
The challenge consisted in helping PepsiCo to create better offerings for health conscious audiences using Service Design.
The intensity of the project – condensed in such a short time – the challenge itself and the fact the project was focused on the domain of health and nutrition and a great multidisciplinary team of professionals (and friends) would make me say this is one of the projects I’ve enjoyed the most and had most fun with.
Process
Our first mark investigation, aiming to understand the market opportunities, revealed the health economy is worth $3.7 trillion in 2015 of which $648 billion are spent on eating, nutrition and weight loss (Source: Global Wellness Economy Monitor, 2017).
There’s an increased interest in health and wellbeing which shows it’s a growing market, people continue to move into dense urban areas where they’re subject to time pressure, a fast moving professional world with high demands for performance.
In an age where information is abundant and time is scarce, it becomes harder for consumers to filter out true and trusted guidelines they can rely on:
The supermarket aisles are full of things that scream ‘I’m good for you!’. But they don’t know ME, it’s just mass produced stuff.”
From the user research that included 48 responses to our survey, 14 personal interviews (1 with a Food Entrepreneur), field research and shadowing in supermarkets and restaurants, we’ve extracted 3 main opportunities that can be condensed into the one highlighted below:
Learnings and opportunities from the research
CUSTOMER:
Longing for knowledge and guidance
QUAKER (PEPSICO):
Trusted nutritional expertise
CUSTOMER:
Longing for honest and understandable food
QUAKER (PEPSICO):
Expertise with grains, fruits and nuts
CUSTOMER:
Delivered is the new convenient
TREND:
Direct customer relationship
CUSTOMER:
Personal wellbeing goals
TREND:
Mass customisation
We’ve highlighted the key touchpoints and experience on a blueprint that helped us develop our MVP more effectively.
The experiment
During a 4 days experiment where we launched ads targeted to health conscious 18–45 year olds in the UK, we aimed to validate our User Hypothesis (Do people need it?), Value Hypothesis (Does ‘Goalbowl’ solve the need?) and Business Hypothesis (Are customers willing to pay?).
Find more UI here
The experiment included a series of ads with a call to action directing users to a landing page following a funnel of goals and choices of subscription frequencies. This provided a real initial dataset of around 80 potential customers.
First MVP results:
USER HYPOTHESIS:
Do people need it?
200
interested visitors in 3 days
(18-35 y/o based in UK)
VALUE HYPOTHESIS:
Does ‘Goalbowl’ solve the need?
21%
entered the funnel and submitted their goals
BUSINESS HYPOTHESIS:
Are customers willing to pay?
81%
selected a plan with a price point
