presentation

1. March 16, 2015
CLASS PRESENTATION 5
Chief
Food
Officers

2. Agenda
Day-in-a-life2
Empathy Maps1
Personas3
Interview Briefing: Students4

3. Empathy Map: Students
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
HEAR
THINK & FEEL
Desires –good university results, successful job, work-life balance, social
recognition, healthy relationship
Concerns – stress, time management, school performance, don‘t meet
peoples expectations, image SEE
People – colleagues, family, friends,
partners, professors, professionals
Topics – school, experiences, news
jokes, opinions, holidays, parties,
sports, food, shopping, relationships,
advice,
Media – newspaper, email, facebook,
radio, TV, instagram
People – colleagues, family, friends,
partners, professors, professionals
Relationships – friends (uni, work,
leisure activities, communities), family,
parents
Commerce – pastelarias, kiosks,
vending machines, canteen,
restaurants, supermarkets, bars,
shopping centers, discos
Attitudes –self-conscious, society aware, energetic life
Behaviors – acts differently with friends, family and professors; share opinions
and knowledge, he is used to not having a fized routine
SAY & DO
PAIN
Time constraints – feeling rushed, little time for family/friends, leisure activities
School – Results do not correspond to expectations/effort
Conflicts - with colleagues in group projects, partner and friends
GAIN
Professional Achievements – school results and successful job
Personal Achievements – travel, meet new cultures and personalities, stable life
Social recognition - belong to a reference group, cause impact
Strategies – learn from experiences

4. Day-in-a-life: Students
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
WAKE UP AT
8 AM
8:30AM HAVE
BREAKFAST,
READ EMAIL,
FACEBOOK
LEAVE HOME AT 9
AM AND GO TO
THE UNI
9:30AM UNI
ARRIVAL
CLASSES FROM
9:30 TO 12:30
1-2 PM
HAVE LUNCH
GROUP MEETING
FROM 2 TO 5 PM
LEISURE
ACTIVITIES
5:30 – 6:30 PM
ARRIVE
HOME AT 7
PM
RELAX W/
FLATMATES/F
AMILY/ TV
HAVE
DINNER AT
8:30PM
SLEEP AT
12PM
9:30 – 11:30
FINISH
SCHOOL
TASKS

5. Persona: Students
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
PROFILE
 João Oliveira, 21 years old
 Single, lives with his flat mates
 Lives and studies in Lisbon
 Master Student in Management at Católica-Lisbon
 Prefers communication face-to-face or via phone
 He is a curious and creative person, passionate
about entrepreneurship, who aims to be a successful
entrepreneur in the future.
 Likes: traveling, spend time with his friends and
family, go to festivals
 Hates: negative emotions, although it is difficult for
him not being frustrated when he can’t achieve his
main goals, especially academically.
 Easily overcome obstacles, learning with mistakes,
looking for additional solutions, thinking positive and
asking for support.
OBJECTIVES
 Get to know new people,
travel all around the world,
learn from successfully
stories, be a generous
person with the ones she
cares the most, get
married, have children.
 Perform well academically,
create his own business,
own a big successful
company, be rich.
DAY-IN-THE-LIFE
 8:00 - Wake up / Shower
 8:30 - Breakfast, read e-mails, news, check social
media
 9:00 - Leave home and take metro, bus,
train or go by car
 9:30 - Have classes
 13:00 - Lunch time at the university with
colleagues (canteen/bar/lunch box/
restaurant nearby) or outside with friends
 14:00 - Group meeting(s) at the university /
Study time / Internet
 17:30 - Leisure activities such as go to gym,
meet friend or shopping
 19:00 - Arrive home / Meet flat mates / Watch TV
or series
 20:30 - Dinner time, usually at home
 21:30 - Finish some tasks of the day / Check email
and social networks again
 00:00 - Sleep

6. Empathy Map: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
HEAR
THINK & FEEL
Desires – work-life balance, social recognition, love, health, achievement
Concerns – stress, job performance, don‘t meet peoples expectations
SEE
People - partner, colleagues, family,
friends
Topics - work, children, weekend,
plans, sports, food, news, health,
holidays, shopping, sex,
relationships
Media – newspaper, email,
facebook, radio, TV
People - colleagues, family, friends
Relationships – friends (uni, work,
sports, neighbours), family, parents
Commerce – pastelarias, kiosks,
vending machines, canteen,
restaurants, supermarkets, bars
Other – transport, offices
Gain control –self-optimization, timing, managment of daily life
Show optimism –seems positive & energetic, doesn‘t complain in public
SAY & DO
PAIN
Time constraints – feeling rushed, little time for family/friends
Meeting expectations - interfering expectations requiring prioritization
Conflicts - with colleagues (lack of recognition) or partner (lack of support)
GAIN
Family – fulfilling relationship, enough time for parents and children
Career – recognition, advancement and fulfillment in professional life
Social recognition – friends, sports clubs, nightlife, leisure time
Financial wealth– house, car, good education for children, „small dreams“
Strategies – self-optimization, get support, using the weekend

7. Day-in-a-life: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
WAKE UP AT
6:30 AM
8:45 AM WAKE
UP CHILDREN
8:30AM ARRIVE
AT WORK/ COFFEE
1 PM
LUNCH BREAK
6 PM
LEAVE OFFICE
6:30
COOKING/
LAUNDRY/ HAVE
DIINNER/ CALLS
8:30PM
BRING
CHILDREN
TO BED/
RELAX
SLEEP AT
11111:00PM
7:45 AM DRIVE
CHILDREN TO
SCHOOL
2 PM WORK

8. Persona: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
PROFILE
 Maria Silva, 38 years old
 Married, two children (4 and 7 years old)
 Lives in Cascais, works in Lisbon
 HR manager for Jerónimo-Martins
 Prefers communication face-to-face or via
phone, at work usually e-mail
 Likes: good food and wine, spending holidays
with her family at the Algarve, running, time for
herself, shopping, photography
 Does not like: gardening, work until late hours
OBJECTIVES
 Work-life balance
 Career advancement
 Well educated children
 Social recognition
 Healthy living
DAY-IN-THE-LIFE
 6:30 – wake up, coffee, emails, radio
 6:45 – wake up children, breakfast, shower
 7:45 – drive children to school
 8:30 – arrive at work, 2nd coffee, chat with
colleagues, schedule lunch
 13:00 – lunch break, shopping, calls
 14:00 – work
 18:00 – leave office
 18:30 – cooking, laundry, homework, calls
 20:30 – bring children to bed, time with
partner, talk, entertainment, emails,
 23:00 – go to bed

9. 3
4 4
3
6
7
8
7
5
4 4
5
2
1 1
0%
20%
40%
60%
80%
100%
No skills to
cook
No time to
cook
No want to
cook
No quality
food options
Website Convenience
& usability
Fast delivery Variety
The general website concept and key differentiators are validated
# of positive answers # of negative answers Validated
Interviews Briefing
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
Sample size N= 8
Validation metric:
60% positive
answers

10. Thank you!
Visit us at:
catolicalisbonentrepreneurs.wordpress.com

11. Back up

12. Interviews Script
TOPICS / QUESTIONS NOTES HYOPOTHESIS VALIDATED (YES / NO)
1 Introduction
Personal introduction
Purpose and scope of interview
n.a. n.a.
2 Interviewee Characteristics
Name, Gender, Age
n.a. n.a.
3 Attitude towards cooking?
Frequency
Love vs. hate
Alone vs. in community
Good vs. bad cook
Interest in recipes, etc.
Reasons for that attitude?
No time
No want
No skills
No skills to cook
No time to cook
No want to cook
4 Context of Eating?
At home, at workplace, at uni, on the go
Take time vs. in a rush
Accessibility
Bring own food, cook or buy food (restaurant, cafeteria, etc.)
Satisfied with this situation?
Why or why not?
No quality food options

13. Interviews Script
5 Introduction of YND
Very brief, i.e. food ordering and delivery (!)
What is your opinion about that?
Would you use it? Why or why not?
Website
6 Importance of convenience?
Filters (location, type, price, delivery time,…)
Search function
Customer ratings
Online payment
Convenience, usability
7 Importance of fast delivery? Fast delivery
8 Importance of variety?
Restaurants
Price and quality ranges
Type, e.g. breakfast vs. lunch
Variety
9 Summary
Summarize and make sure you did not misunderstand the interviewee.
n.a. n.a.