InteractiveGrocery: Process Book

A NEW APPROACH TO food SHOPPING

i. project proposal What and Why

Over the past 150 years, the US Food System has experienced dramatic
changes in an attempt to mass produce food so that more people have
access to it at a lower cost. Through industrializing farming practices and
utilizing science to make the growing, preparing, and transporting of
food more widespread and efficient, we are able to produce more grain
and beef than we ever have in farming history. The western diet that has
materialized due to the industrialization of farming, while inexpensive
and convenient, is high in fat, sugar, and empty calories. It is the only diet
in the history of humankind that humans can not thrive on. The effort to
make food cheap and convenient has resulted in widespread disease that
is a global problem. There is reason enough for change, but the problem
has become so big that it seems almost impossible. Where do we begin?

Research, Audience, and Context
After talking to people, conducting surveys about how people make
decisions regarding their food purchasing, and following people around
the grocery store to document how they shop, I decided that the context
of this project should be the grocery store and the audience should
be the people who truly want to be healthy but live in a space of
food confusion.

I choose this group because they are more interested in finding the
solution and, therefore, are more likely to implement a solution. They are
also victim to a larger system that they believe they are subject to.

I choose the grocery store because it goes straight to the root of the
decision-making/food confusion problem. We live in a culture where we
get most of our food from the grocery and by getting our food there, we
don't know where it comes from or, in many cases, what it is.

Concept: Learn, Shop, Visualize
This prototype will strive to teach people about the problem with
food industrialization`. It will illustrate for them high level affects of the
processed food industry and also personalized information about how
the food they buy affects them. With this tool they will be empowered
through learning, grocery shopping, and seeing data visualizations of the
food they buy and consume.

sarah calandro carnegie mellon university information.interaction.perception stacie rohrbach fall '10


i. project proposal Process Overview



ii. topic development What I Studied Effectiveness
Food Packaging Labels provoke confusion
#'s/facts are relative to what?
impersonal
disconnects us from food source

Nutritional Rating Systems

As Don Norman would say, these
things "make us stupid." We don't
have to think in order to come to a
decision. These rating systems make
decisions for us. And while they may
help us to make better choices, with-
out them, we are a lost (and dumb)
people (when it comes to what food
is). In order to learn, we need to be
able to understand food in such a
way that we can make these decisions
quickly, on our own.

New Food Rhetoric and
Schools of Thought
Jamie Oliver's Food Revolution Provoke learning using macro
and micro views to teaching
Carolyn Steel's 'Sitopia'
cooking, growing, and sharing
food in a community.
Michael Pollan's Food Rules Discloses the problem of
Warren Belasco's Appetite for Change industrialized food. Teaches
how to navigate the processed
non food landscape.
Joel Fuhrman's Eat to Live Health = Nutrition / Calories.
Still a somewhat quantitative
approach but composes
a food-targeted diet that
excludes processed foods.



iii. research Survey 1
Goal
An attempt to understand the effectiveness of the nutrition label. Do people
use it? How do they use it? Does it actually work for them? What are their rules
of thumb when using it and do they actually trust it?

Findings
Many people do, in fact use the nutrition label. It seems that people either
blindly accept the information in it or they question it and seek for other
sources of information.

Overall, most people do put their health in regards to their food intake as a
priority.

Food health is a topic of great confusion. People just don't know what is healthy
and they are confused by the mass amounts of misleading information on food
packaging.

They need something that teaches them the truth about food and discloses all
of the hidden information found in the grocery store.



Survey 2
Goal
To understand people's food shopping heuristics and get a sense of what they
believe to be true about food, diet, and health. What kind of food do people
believe to be healthy and what kind of food do people generally feel they have
access to? How swayed are people by food-packaging and buzzwords? Do
people buy food in the same way they proclaim to? Do people buy food in the
way that they believe to be healthy? What do people believe that healthy and
natural is?

Findings
“It’s disheartening to reflect on People definitely want to eat healthy.
something over which I feel little control.
We need to eat and we do the best we People generally believe whole foods to be more healthy than processed foods
can. But it’s not perfect.” though, they don't always know why and are confused as to what constitutes as
'processed' and what constitutes as 'whole.' P

“I like food. A lot. I don’t really think People use nutritional jargon to talk about their health. Not many people talk
about how and why I buy things, usually. about types of real whole foods as being healthy, rather, they talk about fat,
I just buy.” fiber, sugar, calories, etc.

People are very sick of the processed food debate. They think it's unfair and out
“I’m sure there are unhealthy things of their control. They try to be healthy but truly being healthy is impossible if
in the food I eat, but it is entirely too you don't have a lot of time or money.
inconvenient at present to change that.
Perfect food is not available to the
masses, and that which is fairly close is
hardly affordable on a regular basis. It
feels like a losing battle.”

“A more compelling reason for me to
change my diet than ‘don’t eat that, it’s
unhealthy’ would be ‘don’t eat that, it
causes cancer in lab rats’”



Grocery Store Shadowing / Interviewing
Goal
To understand how people shop while they are shopping. What food heuristics
do they use as they move the store? How often are they influenced to buy
things they weren't planning to buy? How aware or unaware are they of the
food they buy (do they just pick stuff up or do they pay attention)? Do people
know anything about processed food and whole food and do they take this into
consideration when shopping?

Findings
People habitually shop packaging and labels because it is the only way to know
what's in food products.

Everyone has their own food shopping system.

People value eating healthy and oftentimes eat certain things just because 'it's
healthy.'

They don't have much knowledge to back up why they believe it's healthy; 'the
box says it is, there are only 120 calories.'

People use package-labeling to determine what is healthy and what is not. They
don't use food rhetoric.

People like to get in and get out of the store without much hassle.

Patterns are important. The way items on the shelf stand out based on color
contrasts, etc influence what people see and what they buy.

Food convenience is very important. Oftentimes, it's more important than food
healthiness. Pre-made items are really popular, and hence, so is processed food.



iv. design implications This tool should:
teach people who want to be healthy why it's important to eat (and truly enjoy)
real food.

illustrate that, while we are subject to what's available, cheap, and convenient
in the grocery store, we do have the power as consumers to completely change
the food landscape (supply and demand).

attempt to shift people's language from nutrition rhetoric to food rhetoric.

give them the knowledge to rely on what they know about food to make food
purchasing decisions rather than rely on abstract, impersonal nutritional data
and packaging buzzwords

v. story development Don Moyer's Napkin Sketches



Systems / Narrative Diagrams



Medium and Form Structure

Print Concept




Digital Concept




Final Concept to Develop



The Making

Storyboards



The Making

Storyboards

You need a few days
worth of food

$00.00
Your neighborhood food store.

$00.00
$58.24



The Making

Storyboards

in different combinations and amounts.

food became more: highly processed.
blue 1
hydrolyzed soy protein Guar Gum
green trans fatmaltodextrose dextrosecaramel color
3
calcium caseinate enriched flour Yellow #6 potassium bromate aspartame
malt extract natural flavors corn sugar artificial flavors Guar Gum
citric acid Magnesium Stearate maltodextrin
hydrolyzed corn gluten
folic acid xanthan gumtrisodium phosphate thiamin
whey protein hydrochloride cobalt proteinate riboflavin gelatin
yeast extract fructooligosaccharides l-carnitine autolyzed yeast
carrageenan taurine potassium chloride sodium bisulfite
high fructose corn syrup sorbic acid textured protein
monosodium glutamate propylene glycol alginate

food Your Grocery Kart $ towards food

$15.21

$12.89

$1.99

$0.00

$ towards sickness

{not} food $25.43



The Making

Storyboards

Why do you choose these?

than real food



The Making

Storyboards

Buy food

$00.00

$00.00



Final Project

Screen Images



Comments, Movie Pacing, Issues, Bugs
Feedback is greatly appreciated.
Feel free to write in the space below.


InteractiveGrocery: Process Book

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