Bevust

Conscious Consumption made easy!

 

Backstory

The #PersonalizedNutrition hackathon organized by NUTRITION HUB at the EDEKA Food Tech Campus in Berlin brought together 60 nutritionists, designers and business people to ideate on and try out new solutions towards personalised nutrition.

Our winning idea BEVUST transforms retailer-held shopping data into personalised product recommendations to guide grocery shoppers towards better nutrition.

Our team consisted of two people - my teammate Kristin, a nutritionist, ensured the validity of our content and food recommendations and led interviews with shoppers; I took the roles of designing the mockup & ideating on the business model.

 

 

Backstory

  • Client: Self-initiated Hackathon project
  • Timeline: July 2019 (2 days)
  • Role/Field: Strategy, UX Research, Wireframes & HiFi Prototype
  • Live link: https://www.bevust.com

The #PersonalizedNutrition hackathon organized by NUTRITION HUB at the EDEKA Food Tech Campus in Berlin brought together 60 nutritionists, designers and business people to ideate on and try out new solutions towards personalised nutrition.

Our winning idea BEVUST transforms retailer-held shopping data into personalised product recommendations to guide grocery shoppers towards better nutrition.

Our team consisted of two people - my teammate Kristin, a nutritionist, ensured the validity of our content and food recommendations and led interviews with shoppers; I took the roles of designing the mockup & ideating on the business model.

 

The problem

At the beginning of the hackathon, we brainstormed to identify the biggest opportunities in personalised nutrition. We came to the conclusion that grocery retailers must have a large quantity of shopper data available, yet most existing loyalty programs are mere discount cards while great loyalty programs use analytics and insights to enhance customer experiences and purchase journeys.

On the shopper side, a variety of calorie counting apps and apps for diabetics exist, showing a clear need by the shopper to conveniently track and optimise their consumption behaviour. These solutions work on a per-item rate: each item is analysed individually to judge whether or not a product is healthy.

But what about the shopper’s overall consumption pattern? Which products should she avoid in future and which new products that align with her goals could the service recommend to her?

We formulated the following two questions to solve in the course of the next 48 hours:

  1. How can we make the best use of retailer-held shopper information?
  2. How can we improve the user experience of tracking food consumption?


The problem

At the beginning of the hackathon, we brainstormed to identify the biggest opportunities in personalised nutrition. We came to the conclusion that grocery retailers must have a large quantity of shopper data available, yet existing loyalty programs are mere discount cards while great loyalty programs use analytics and insights to enhance customer experiences and purchase journeys.

On the shopper side, a variety of calorie counting apps and apps for diabetics exist, showing a clear need by the shopper to conveniently track and optimise their consumption behaviour. These solutions work on a per-item rate: each item is analysed individually to judge whether or not a product is healthy. But what about the shopper’s overall consumption pattern? Which products should she avoid in future and which new products that align with her goals could the service recommend to her?

We formulated the following two questions to solve in the course of the next 48 hours:

  1. How can we make the best use of retailer-held shopper information?
  2. How can we improve the user experience of tracking food consumption?


Screenshot 2019-08-20 at 16.47.07

 

Goals

Our short-term goal was to convince the audience and win the hackathon, which for us meant to deliver a pitch deck and a click-dummy prototype within 48 hours.

It was imperative for us to create a solution that is in the interest of retailers and not against. From my experience in the FMCG industry and as a startup founder, I knew that this multiplier effect of aligning interests of all stakeholders would be essential to convince investors down the road and simplify the go-to-market strategy.

Our proposed solution for our challenges is a data-driven loyalty program to help grocery shoppers eat better. We simplify the food tracking experience by adding purchased articles on an aggregated level, rather than scanning items individually. We then help shoppers to find the products that align best to their lifestyle, based on previous purchases and personal consumption goals.


Research

I wanted to better understand our two most important stakeholders: retailers and shoppers. Due to the limited time we had, I limited my research to an industry search on the internet, as well as apps smart nutrition apps and grocery retailer apps available in the German iOS app store.

Market opportunity shopper loyalty: 

  • Shopper loyalty is one of the largest problems of retailers because acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one
  • Bain & Co. calculated that an increase of only 5% in shopper retention increases profits by 25% to 95%

 

True loyalty is about satisfying needs, not about more rewards:

  • A study claims that true shopper loyalty is a myth and grocery shoppers treat stores like a polygamous relationship, with 90% of shoppers in the US visiting four or more chain stores over the course of a year
  • An international study on loyalty programs confirms this finding: despite their popularity with retailers, just 5% of customers said they would switch stores if their favourite grocer ended their loyalty program
  • Statista suggests that shoppers in the UK have been conditioned to expect coupons and discounts, and do not see them by any means as a differentiator (40% say that discounting is losing its impact as more and more retailers are having sales all year round)
    The Food Marketing Institute found in a report on shopper loyalty that “consumers don’t believe loyalty is just a card, program or initiative, but rather the effort to satisfy their needs better than the competition. If retailers can satisfy those needs, shoppers will consistently allocate more of their food budget and time to the retailer.”
  • UK-based market research agency Harris Interactive found that rewards-driven loyalty programs struggle to attract shoppers from higher socio-economic groups, younger age groups, and men. Their influence over store choice is secondary to the range, quality, service and convenience

 

Shoppers demand accessible food transparency

  • Statista states that half of Germans look for health value, for packaging material, regionality, or nutrition content when purchasing food

 

 

Smart Nutrition Apps

The popular feature of smart nutrition is to register intolerances and preferences and let the user know how well a product fits to her or his lifestyle. MyFitnessPal allows to track daily calories and integrates with restaurants; Vivino helps the user with purchase decisions through ratings. SpoonGuru offers tailored product recommendations, and Yuka analyses food products according to their nutritional quality, presence of additives and biological dimension.

We couldn’t find any smart nutrition app in the German market that integrates with retailers (e.g. scanning a receipt or loyalty card).

 

Screenshot 2019-08-20 at 16.46.32

 

Retailer

The most popular features of retailer apps are: redeeming generic or exclusive coupons, finding the closest store, reading recipes and creating shopping lists. Aldi was the only retailer to offer a scanning feature and Edeka was the only one to offer a digital receipt. Only a few retailers offer their own loyalty card, with most belonging two either one of the two largest German discount cards Payback and DeutschlandCard

No retailer app in the German landscape allows users to declare allergies, intolerances or consumption goals. No retailer recommends products based on personalised consumption preferences.

 

Screenshot 2019-08-20 at 16.46.04

 

Persona

Based on Kristin’s shopper interviews and my internet research, we created 3 personas for which we would mockup our solution:

  • Jan (35) is a frequent-gym-goer that has tried to track calories but finds it too time-consuming
  • Sara (40) is an employed mother that needs to read labels because of her kids’ intolerance
  • Jessica (20) is a vegan student living in Berlin, sympathises with #FridaysForFuture

Each of these personas is very different but they have in common that they would like to align their food consumption with their personal lifestyle. For Jan it is calorie tracking and ensuring macros are according to his meal plan, for Sara it is being alerted of intolerances and Jessica prefers a regional, vegan diet with little food packaging.

  

Wireframes

Because of our tight time schedule, we brainstormed in two rounds of the crazy eight exercise. This quick exercise helped us thinking through the user journey, calibrating our ideas and resulted in 16 refined screens from which I could carry over the best ideas into the mockup.

The four essential features we both wanted to implement into the mockup were:

  • Track: Simplified way to add new products
  • Personalise: Input dietary preferences / lifestyle
  • Visualise: Statistics on past shopping behaviour
  • Recommend: Personalised product recommendations based on lifestyle & shopping behaviour

 

Screenshot 2019-08-20 at 16.46.52

 

Mockup

I created a hi-fi mockup in Framer X along the previously discovered four phases to simulate one user journey of an Edeka shopper, assuming that this shopper already has downloaded the app and logged in:

  • Scans a paper receipt of her last purchase
  • Learns how well it fits her personal lifestyle 
  • Learns how she could improve it in the future
  • Confirms a product recommendation and adds it to a wishlist
  • Integrates the app with existing loyalty programs by retailers 

 

Outcomes

With our product vision of Bevust, we answered the two questions we challenged ourselves with: how to make the best use of retailer-held shopper information and how to improve the user experience of tracking food consumption. We are convinced that tracking and analyzing consumption on an aggregated shopping-basket-level and not an item-level improves both convenience for the shopper as well as insights for improved product recommendations for the retailer.

We convinced the experts and the audience with our pitch and won the hackathon by popular vote: both received a 3-month residency at the Food Tech Campus by Edeka and we were featured on nutraingredients.com.

 

Getting-personal-Berlin-hacks-personalised-nutrition

 

Lessons Learned

  • Learning 1: Use the right tool. There is no better or worse tool but there are tools that are suited better for a particular job than others. Framer X is a fantastic tool for custom micro-interactions, prototypes with live data and prototype testing on real devices, but hindsight, given the deliverable being a presentation and the constraints being a short amount of time, I would choose a low-fi prototyping tool like Figma that would have allowed me to iterate faster on the screens.
  • Learning 2: While testing out existing retailer apps I learned that the Edeka app features a payment app that requires an internet connection (which often is not a given in a German supermarket) while as Apple Pay works offline as well. And a week later, Edeka announced to remove recipes from their mobile app. These are great examples of how testing in context could have avoided building unnecessary features do not reflect the user needs.

 

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© 2019 Maximilian Bredow, all rights reserved. Data Privacy

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