Spice
The Indian cooking kit and service that is healthy, informative, authentic and eco-conscious.
9 Week Project
The Opportunity - Trends
Existing Cooking Kits
1. Excessive use of plastic packaging.
2. Unhealthy.
3. Not adaptable to all diets.
4. Varying levels of authenticity.
5. Users don't learn about the cuisine.
Current Product Under Development
1. Eco-friendly
2. Healthy
3. Versatile
4. Authentic
5. Educational
Chosen Cuisine
The product chose to focus on one cuisine as it would be easier to master one cuisine at a time. Indian cuisine was chosen as it is very popular and in demand in the UK.
Target Users
Age: 20-35
Location: United Kingdom
Young Professionals
Lifestyle:
- Very busy.
- Eat out often.
- Adventurous.
Personal Attributes:
- Health conscious.
- Enjoy trying new things.
- Like international cuisine.
- Have specific dietary requirements.
- Eco-conscious.
- Trendy
Pain Points:
- Wish they developed healthier habits.
- Don't have time to cook fresh meals.
- Hard to find international cuisine meal kits that suit their dietary requirements.
- Don't like single use plastics.
Key Findings: Primary Research
Photo Analysis : To look at how spices are currently stored and used in homes, I asked people to take photos of their spice cabinets/racks for further analysis.
User Journey Mapping: I cooked an Indian dish from scratch at home to map out the cooking process and identify problems/struggles.
Quick Survey: to enquire about the cooking habits of the target audience.
What cuisine do you cook the most often?
How I see my spice rack at eye level. I can only see the spices in the from row easily. Need to remember location of spices
Even from the top, you can’t really see the contents of each box.
Not all of my spice containers come with spoons. So for those which don’t have a spoon, I just tip a small amount in but I often end up adding too much/little.
What are the most common spices you use?
Findings:
- Spices are stored in the packaging they were bought in.
- Don't have a dedicated space for spice storage.
- Spices stocked in small quantities.
- Salt, pepper, dried herbs and paprika are common flavourings
The same spice may be added both as whole and ground to a powder in the same dish. In this instance, I used whole and ground cumin. So it is better to have whole seeds in the kitchen because they can be used both ways.
Do you eat at restaurants when you feel like eating Indian food?
Ideation
Initial Prototyping
Final Concept
“Spice” is accompanied with a mobile app which consumers gain membership to upon purchase of the product.
Mobile App
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Various quick and easy recipes for all dietary requirements
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Comprehensive directory of spices. Online forum: users can exchange recipes, tips and queries.
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Refilling service: Once the order is placed, containers are collected the following day, refilled and delivered back in two working days.
Browse for recipes to suit each individual's lifestyle.
Users learn about health benefits of spices and how to incorporate them into their daily lives.
Browse for recipes to suit each individual's lifestyle.
Containers are pre-filled upon purchase and are collected for refilling through the app.
