Understanding what matters to a segment of users, what food attributes or experiences are important to customers when they talk about food by synthesizing information from an interview transcript and providing designer's voice in the context for a fictional client.
The poster depicts how cultural associations, memories and experiences shared with the family and loved ones drives the decisions of the people. Food is an expression, people value their traditions and look for opportunities to relive those memories and also recreate them to build new memories and experiences. It also depicts how frustrations become a driving source of bringing those cultural expressions back in their lives.
It gives an opportunity area for the client to co-create cooking experiences for people and triggering their emotional component to build stronger relations with the brand.
Concept Sketches:
