Class presentation 5

March 16, 2015

CLASS PRESENTATION 5

Chief

Food

Officers

Agenda

Day-in-a-life2

Empathy Maps1

Personas3

Interview Briefing: Students4

Empathy Map: Students

EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS

HEAR

THINK & FEELDesires –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

PAINTime 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

GAINProfessional 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

Day-in-a-life: Students


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

12:00PM

9:30 – 11:30

FINISH

SCHOOL

TASKS

Persona: Professionals


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

her not being frustrated when she can’t achieve her

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 her 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

Empathy Map: Professionals


HEAR

THINK & FEEELDesires – work-life balance, social recognicition, love, health, achievement

Concerns – stress, job performance, don‘t meet peoples expectationsSEE

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

PAINTime 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)

GAINFamily – fulfilling relationship, enough time for parents and children

Career – recognition, advancement and fulfillment in professional life

Social regognition – friends, sports clubs, nightlife, leisure time

Financial wealth– house, car, good education for children, „small dreams“

Strategies – self-opimization, get support, using the weekend

Day-in-a-life: Professionals


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

Persona: Professionals


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, [DOES SOMEONE

HAVE MORE IDEAS? THANKS!]

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

34 4

3

67

87

54 4

5

21 1

0%

20%

40%

60%

80%

100%

No skills tocook

No time tocook

No want tocook

No qualityfood 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


Sample size N= 8

Validation metric: 60% positive answers

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

Back up

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

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.

Class presentation 5

Education

Transcript of Class presentation 5