安心飲食 design assumption
DESCRIPTION
安心飲食 Design AssumptionTRANSCRIPT
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安⼼心飲⻝⾷食施俊豪
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THE TEAM
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SENSE INTENT
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KEY FACTS
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KEY FACTS
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KEY FACTS
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法規跟不上⻝⾷食品產業的結構變遷
KEY FACTS
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原物料單品複⽅方化!!
複⽅方原料不需揭露成分,!⺠民眾不會知道裏頭究竟摻了什麼,!沒有標準檢測⽅方法能夠檢驗
KEY FACTS
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2013年5⽉月 毒醬油、澱粉 !
2013年6⽉月 變造效期 !
2013年8⽉月 以偽藥供⾼高屏地區⽯石斑⿂魚養殖業者 !
2013年8⽉月 毒餐盒流竄市⾯面 !
2013年8⽉月 紅薏仁檢出⿈黃麴毒素 !
2013年8⽉月 胖達⼈人⼿手感烘焙店
2013年8⽉月 ⼭山⽔水⽶米以劣質⽶米充優質⽶米 !
POPULAR MEDIA SCAN
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2013年10⽉月 連鎖漢堡店銷售之⾺馬鈴薯類商品含致毒物質「⻯⿓龍葵鹼」
!2013年10⽉月1⽇日
⻝⾷食⽤用油添加低成本葵花油及棉籽油混充,且還添加銅葉綠素調⾊色
!2013年11⽉月 幾乎所有知名⼤大廠外購之「⿆麥芽糊精」
!2013年12⽉月 6成鮮奶 含違法禁藥
!
POPULAR MEDIA SCAN
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ASSUMPTION
執行度高�執行度Low�
• 政府認證的食品�
• 消費者加強第一線購物時的自我防護�
• 商家自行送驗�
• 回歸正規、均衡的飲食習慣�
• 天然、新鮮食物最好�
• 專家輔助消費者加強第一線購物時的自我防護�
�����
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KNOW CONTEXT
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SWOT ANALYSIS
競爭對⼿手 開放⻝⾷食庫、實驗室檢驗機構、安⼼心吃吧
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STRENGTH !
檢驗⻝⾷食材⻝⾷食安⽅方法⽣生活化,簡單易做。 花費⾦金額較低,提⾼高⺠民眾檢驗⻝⾷食材普及率。
輔助⺠民眾對⻝⾷食安的⾃自我保護。 免除擔⼼心更改配⽅方或⽐比例就能通過檢驗⽅方法的疑慮。
SWOT ANALYSIS
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WEAKNESS !
專業程度不如檢驗機構⾼高,無法快速建⽴立公信⼒力。 無法明確檢驗特定成分
SWOT ANALYSIS
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OPPORTUNITIES !
檢驗機構費⽤用⾼高,提供⺠民眾花費送檢驗⽅方法的替代性。 ⽣生活趣味化的檢驗⽅方式,降低檢驗⾨門檻。
SWOT ANALYSIS
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THREAT !
集資檢驗平台能替⼤大眾送驗⻝⾷食品,省錢⼜又有專業結果。
SWOT ANALYSIS
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KNOW PEOPLE
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RESEARCH PARTICIPANT MAP
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FIVE HUMAN FACTORS
Ac#vity� Insights�
訪談後再進一步研究User在公司餐廳用餐情形�
��9��H4;*��L�./+,'�1"�F?�I:&��L��<G=�%)6@�9J 7EH0D�#�4F?&2K�?.��
Interview� Need.Statement�擔心青菜沒洗乾淨問題�因小孩有過敏問題,所以會特別挑曾經過敏食物�
�F?�� B���4solu#on��
People� Object� Environments� Messages� Services�外食育有一女的時尚職業婦女� �� �� �� ��
User.Experience� ��
Physical.�Do:�眼睛掃描食物�除了飯以,其餘均會過溫水去油,會自己帶一杯熱水去用餐�
Cogni#ve� 當餐食是選自助餐時會猶豫要選那道菜 ! �Social� 吃飯是為了可以跟同事聊天 �Cultrual� �-*(��1'$5loading.L&C!A��3/+�>�8��
Emo#onal�1.”覺得擔心和無奈 ! “ 雖然擔心食物安全問題,但很無奈還是必須要外食! �2.靠自己既有經驗和知識進行食物篩選和處理才會”覺得放心! “ �3.工作已經很累也懶得煮 ! “ 其實很累也很懶 “ “對於煮菜沒興趣 “�
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FIVE HUMAN FACTORS
Ac#vity� Insights�
訪談之後再進一步觀察研究User 在位置用餐情形�
��*< D����C17(��H%'-),&�/1�BH"�!?5%�E�CH�2��# 8�"�1C.H�1?:%0G�?.��
Interview� Need.Statement�便當都是早上製作,所以沒有加熱問題 !�不喜歡外食是因為常會造成生理上(身體)的負擔 !��
1.�?:����;�# �@C.1solu#on.2.�?:> ��3=8�4F�+.
�
People� Object� Environments� Messages� Services�注意保養和運動的職業婦女� �� �� �� ��
User.Experience� ��
Physical.�Do:�通常吃便當時也順便看新聞或處理公事�都先吃菜才吃肉類豆製品和飯�
Cogni#ve� 當餐食是選自助餐時會猶豫要選那道菜 ! �Social� 會帶家裡的健康零食分享給同事�Cultrual� ��6E$�!AE91$��
Emo#onal�
1.”覺得很放心”吃家裡食物�2.”擔心 “ 外食造成的生理現象如長痘或口渴 !� 3.’”擔心”重口味飲食會有糖尿病�4.學得很開心和同事宣傳自己已經知道的健康概念�
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FRAME INSIGHTS
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DESCRIBTIVE VALUE WEB
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REFERENCE METHODS
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• 1.2 Popular Media Scan
• 1.3 Key Facts
• 2.11 SWOT Analysis
• 3.1 Research Participant Map
• 3.4 Five Human Factors
• 3.8 Ethnographic Interview
• 4.6 Descriptive Value Web
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thank you