The final presentation by Team FourHeads, one of six teams of grad students at Carnegie Mellon's School of Design participating in the annual Microsoft Design Challenge.

1. Grad Design Studio 2 | Spring 2010
SERVICE MEETS SOCIAL
Katherine Betermier
Yoomi Lee
Gretchen Pinard
Smitha Prasadh

2. CONCEPT PROPOSAL
What’s for dinner?
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

3. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
PARENTS
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

4. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
MOTHERS
80% of purchasing power in households
(US Census Bureau)
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

5. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
MOTHERS
• 94% of the 108 mothers we surveyed are part of an
online social network (Fourheads Survey 2010)
• The number of moms who use social media regularly has
increased from 11% to 63% since 2006
(Babycenter 2009)
• 44% of mothers use social media for word-of-mouth
recommendations on brands and products
(SocialMedia Examiner 2010)
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

6. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
MOTHERS’ PRIORITY
Ease of
preparation
Locally grown
Nutrition
Brand
Price
Organic
Specific health
concerns
Taste
(Fourheads Survey 2010)
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

7. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
MOTHERS’ CONSIDERATIONS & PRIORITY
Mom’s priority
MONEY TIME Nutrition
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

8. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
WHAT ARE THE MAIN CONSIDERATIONS
MOTHERS HAVE WHEN PLANNING DINNER?
TIME
When asked about their biggest struggle around planning
meals, they said:
“Time and effort!”
“Finding the time to make GOOD food”
“Not eating the same 10 meals over and over again”
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

9. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
WHAT ARE THE MAIN CONSIDERATIONS
MOTHERS HAVE WHEN PLANNING DINNER?
MONEY
When asked whether they would be influenced by others’
purchasing decisions, they said: Yes...
“if it is a good price”
“if we get better quality or at a better price”
“if we save money”
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

10. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
GENERATIVE RESEARCH
People know what they should be eating.
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

11. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
NEED
Mothers need a way to address their time and budget
constraints in order to prepare nutritionally balanced meals
regularly for their families.
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

12. CONCEPT PROPOSAL
Fleat
Families Learning to Eat
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

13. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLEAT
A time-saving tool and interactive network that provides
mothers an easier way to save money and make healthy
food choices.
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

14. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
SAVE TIME
TIME
Make healthy
food choices
MONEY
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

15. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
HOW FLEAT WORKS
2750095847709
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

16. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
HOW FLEAT WORKS
Generates Analyzes nutritional Offers suggestions and
shopping lists content of purchases recipes for improvement
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

17. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
WEBSITE
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

18. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
MOBILE
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

19. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
SAVE MONEY
TIME
Make healthy
food choices
MONEY
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

20. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLOCK
A local group of like-minded women who use their
collective purchasing power to get weekly discounts at
stores where they frequently shop
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

21. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLOCK
Pittsburgh, PA
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

22. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLOCK
Pittsburgh, PA
vegetarian
child with a
peanut allergy
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

23. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLOCK
Flock Flock
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

24. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLOCK
Business
Offer
20%
Weekly Find
20%
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

25. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLOCK
buy! buy! buy! buy!
buy! buy!
buy! buy! buy!
GOAL!
9/16
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

26. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
FLOCK
Seattle
Madison
Pittsburgh
San Francisco
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

27. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
SERVICE MODEL
ts
en
m
se
rti
20% $ ad
ve
Business
Business Fleat
Flocks
aggregate
data
Government
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

28. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
SERVICE MODEL
ts
en
m
se
rti
20% ve
ad Business
$
Business Fleat
Flocks
aggregate
data
Government
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

29. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
SERVICE MODEL
ts
en
m
se
rti
20% ve
ad Business
$
Business Fleat
Flocks
aggregate
data
Government
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

30. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
SERVICE MODEL
ts
en
m
se
rti
20% $ ad
ve
Business
$
$
Business Fleat
$
Flocks
aggregate
data
Government
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

31. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
PERSONA
Jane Fogel (32)
• lives in Pittsburgh
• works as a full-time researcher at Pitt
• husband, Seth, 35, an engineer
• has one child, a 2 year old boy
named Charlie
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

32. CONCEPT PROPOSAL
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

33. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
COMPETITIVE ANALYSIS
P R E PA R E P U R C H AS E A N A LY Z E SHARE
Foodflex
Foobi
Groupon
Epicurious
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

34. CONCEPT PROPOSAL
RESEARCH CONCEPT SERVICE MODEL VIDEO DEMO ADVANTAGES
BENEFITS
SAVES SAVES
MONEY TIME
ENCOURAGES
HEALTHY HABITS
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010

35. CONCEPT PROPOSAL
THANK YOU
Katherine Betermier | Yoomi Lee | Gretchen Pinard | Smitha Prasadh Grad Design Studio 2 | Spring 2010