Design a way for people to change eating behavior in a healthier way.
Final Year Project - Bachelor of Arts (Honours) in Advertising
The name of the app “EatCult” has a dual meaning: it derives from an abbreviation of “Eating” and “Culture”, and it also reflects a Chinese character symbolising a “mix” of dining with healthy homemade delicacies.
The idea was to create a business opportunity for chefs from private kitchens by launching a digital platform that provides an instant match with their customers. The aim was also to change consumer dining habits by facilitating a fast and convenient delivery service from private kitchens. Thus, a new trend of enjoying healthy, home-made delicacies has been unveiled for a young generation.
Nowadays, Hong Kong does not exist any digital platform that gathers all the information about organic self-cooking and private kitchens. The general public cannot find those private kitchens' profiles on one platform. The chefs can merely promote themselves on social media. Customers may waste a lot of time searching for information, which is hard for customers to compare.
Customers have three main concerns regarding homemade food. Firstly, the price of healthy and tasty food, it costs higher because of the food cost with limited production. Second, they care about the quality of food as different people may have different standards on food quality. Different chefs also have different cooking styles, which is hard to compare. Lastly, people found that cooking at home is troublesome, they would rather order takeaway to save time.
Most of the private kitchen chefs rely on the referral, so the new private kitchen chefs are not easy to get a job. They actually have the ability to create cooking profiles with their passion and cooking knowledge. Also, the rental of property in Hong Kong is extremely high that is the limitation for chefs to expand their market.
Eatcult provides a one-stop service platform to the public includes making appointments with chefs and delivering orders to buyers.
App Demo Video
Preference Dataset &
There is a dataset comprised of consumer preferences. It will analysis consumer preferences and feature the related content and chefs for them. The feature page will also be changed according to the user behavior and click rate in the app. The idea is to use machine learning to predict and update consumer preferences, e.g., a consumer likes X and Y, and the algorithm would predict that the consumer also likes Z based upon the dataset.
There is a basic keyword & voice search engine, which helps consumers quickly find the chef if they already have their own preference. For the location search, it is a GPS engine, which can help consumers find nearby chefs. Chef Ranking is another possible way that can provide recommendations for consumers. It provided multiple searching options for user in order to fit different needs.
There is a direct chat room for consumers contacting the chef and asking for advice. It is a positive way to boost sales and enhance user loyalty so that consumers can feel direct customer service with their chef.
Behavior observation and interviews were conducted in order to find out the current eating behavior of humans and the relationship between farm, chef, restaurant and human. It helped me identify the limitation and opportunities for designing a new platform - EatCult.
Secondary research were conducted to understand the current organic farm market and the private kitchen market. As I know, it is important to consider sustainability in both our business and society. Therefore, it not only creates business opportunities for the chef through the app. At the same time, it aims to create a sustainable loop for farm, chef and human. The ingredients will be delivered by the organic farm and the chef will use them to cook for the customers.
“EatCult” is a platform that contains most of the private kitchen chefs’ information. It does not have any direct competitors, but some indirect competitors, such as food delivery services company - "Foodpanda", "Deliveroo" and “UberEATS”.
For these three competitors, they help to deliver the food from the restaurants to the customers. They basically earn profits by charging restaurant a commission fee and charging customers a fee per order. However, I have observed some limitations of these companies. They are most likely working in a single direction. They do not have an interaction system. You can only make reviews and feedbacks. Moreover, they only provide restaurants’ recommendation and they would not provide different categories of chefs. And not all the customers are satisfied with the editor’s choice and there are still a lot of people who need healthy homemade meal delivery services, so those competitors cannot reach the entire target.
User Flow & Wireframe
User Flow and Wireframe is sketched after doing the research and analysis. It helps to define the user experience of the app. I listed out the key purposes of the app and aim to design according to the user flow.
User testing was conducted in order to improve the user experience. It got some valuable feedback from the users, most of them like the concept of this app and the direct connection with chefs. However, it would be great if the experience of promotion, delivery, packaging can also be included, not only on the app but also the full package of the experience. Therefore, I also design the poster, social media, delivery branding and packaging in the final outcome. It gives the user a comprehensive experience of using this service.
It brings out 5 key elements of our service platform, so I have found 5 different people to represent the ideas. It shows the whole process from food choosing to delivery service. It delivers a dimensional and comprehensive concept of what this app is doing to all the potential market audiences.
Step1: EatCult Farmer (農夫) - Provide communities with fruit and vegetables
Step2: EatCult Buyer (採購) - Choose and buy the best food for our customers
Step3: EatCult Chef (廚師) - Prepare and cook food with private kitchen quality
Step4: EatCult Delivery Man (車長) - Provide fast and good food delivery service
Step5: EatCult Manager (經理) - Communicate well with chefs and customers
Branding & Mockup
Making of & Presentation
WINNER in Red Dot Award: Communication Design 2017
SEMIFINALIST in Adobe Design Achievement Awards 2017 - Commercial - Video Editing / Post-Production