User-Centered Approach for Takeout Packaging Design

USER-CENTERED APPROACH FOR TAKEOUT PACKAGING DESIGN

A thesis submitted to the School of Visual Communication Design,

College of Communication and Information of Kent State University in partial

fulfillment of the requirements for the degree of Master of Fine Arts

Tipsaran Choknitivet

November 2016

Thesis written by

Tipsaran Choknitivet

B.I.A., Thammasat University, 2007

M.F.A., Kent State University, 2016

Approved by

______

David Middleton, M.F.A., Advisor, School of Visual Communication Design

______

David B. Robins, Ph.D., Director, School of Visual Communication Design

______

Amy Reynolds, Ph.D., Dean, College of Communication and Information

Table of Contents

Table of Contents ...... iii

Preface ...... vi

Acknowledgment ...... vii

Chapter 1 ...... 1

Introduction ...... 1

Grocery Stores Succeeding at Foodservice ...... 1

Chapter 2 ...... 2

Methodology Overview ...... 2

Seven Modes of the Design Innovation Process ...... 2

Sense Intent ...... 3

Know Context ...... 3

Know People ...... 3

Frame Insights ...... 4

Explore Concepts ...... 4

Frame Solutions ...... 5

Realize Offerings ...... 5

Chapter 3 ...... 5

Sense Intent Mode ...... 5

Key Facts ...... 6

Assumptions ...... 9

iii

Chapter 4 ...... 10

Know Context Mode ...... 10

Contextual Research Plan ...... 10

Chapter 5 ...... 12

Know People Mode ...... 12

Research Plan Survey ...... 12

Field Visit ...... 14

Chapter 6 ...... 16

Frame Insight Mode ...... 16

User Response Analysis ...... 16

Observations to Insights ...... 17

Chapter 7 ...... 18

Explore Concept Mode ...... 18

Value Hypothesis ...... 19

Concept Prototype ...... 20

Chapter 8 ...... 23

Frame Solution Mode ...... 23

Solution Prototype ...... 24

Chapter 9 ...... 25

Realize Offerings ...... 25

Visual Statement ...... 26

Chapter 10 ...... 26

Conclusion ...... 26

Appendices ...... 30

Appendix A: Contextual Research Plan ...... 31

Appendix B: Overview Diagram of the Contextual Research Plan ...... 35

Appendix C: 10 Questions Online Survey ...... 37

Appendix D: 10 Questions Online Survey Results Summary ...... 40

Appendix E: 5 Questions Online Survey ...... 49

Appendix F: 5 Questions Online Survey Results Summary ...... 52

Appendix G: Observations ...... 57

Appendix H: User Response Analysis ...... 62

Appendix I: Food Inventory ...... 65

Appendix J: Concept Prototypes and the Reviews ...... 71

Appendix K: Solution Prototypes and the Reviews ...... 77

Appendix L: Visual Statement ...... 82

References ...... 91

Preface

Many people do not enjoy grocery shopping but I do. For me, grocery shopping should not be quickly over and done with, so it is not unusual for me to spend two hours in a grocery store. Sometimes I go with nothing in mind and just walk around, thinking of ideas or looking for different specials. I find myself wandering around the grocery stores once a week. It is an opportunity to explore and discover, to release the stress.

Moreover, I have discovered wonderful grocery prepared foods such as fried chicken turns out incredibly juicy with a crisp skin, freshly made sushi and delicious sandwiches. I have turned to takeout for convenience. However, messes and spills caused by substandard food packaging are greatly distressing to me. This means existing takeout packaging cannot suitably maintain and preserve the quality of the food while in transit.

Meeting the needs of takeout consumers is the most critical concern, so this raises the issue of how packaging should be designed to fulfill consumer satisfaction. As I approached this thesis, I looked to several of my areas of interest, including packaging design, brand identity and typography. Therefore, the goal of this thesis is to determine the needs and desires of consumers in their grocery store takeout packaging experience, and to develop packaging prototypes and recommendations for designers and product developers based on these findings.

Acknowledgement

I had a wonderful group of people helping me with this academic accomplishment and I would like to thank them all for their sincere support. Firstly, I would like to express my sincere gratitude to my advisor Professor David Middleton for the continuous support of my thesis. His guidance helped me the entire time of research and writing of this thesis. Moreover, I would like to thank Professor David B. Robins and Professor Jessica Barness for serving as my committee members. My sincere thanks also goes to Professor Gretchen C. Rinnert for serving as one of my thesis examining committee. I also want to thank them all for letting my defense be a pleasant moment, and for insightful comments and suggestions on this thesis. Last but not the least, I would like to send a very special thanks to all of my family for their support and continuous encouragement throughout my years of study. Thank you.

vii 1

Chapter 1

Introduction

Grocery Stores Succeeding at Foodservice

Grocery stores have it all. Many grocers now offer restaurant quality food at a lower cost than full service or some fast casual restaurants. Specialty categories include Asian, seafood, Italian,

Mexican, and barbeque. Moreover, some grocers offer comfort foods like meat loaf, pastas, pot roast, and more. They are aiming to cater to all dining needs, including custom prepared grilled meat, food bars, soups, and sushi. A growing number of grocery stores provide comfortable, casual seating for in-store dining (McLynn, 2016).

Grocery stores compete in every food category and have an excellent food with great variety and freshness. According to global information company The NPD Group’s ongoing foodservice market research, in-store dining and takeout of prepared foods from grocers has grown nearly 30 percent in the past five years, and accounted for 2.4 billion foodservice visits and

$10 billion of consumer spending in 2015 (McLynn, 2016). Over 40 percent of the U.S. population purchases prepared foods from grocery stores, and consumers rate visits to grocery stores higher than traditional quick service restaurants on variety and healthy options. These attributes are among the most important motivators of purchase and consumer satisfaction to grocery prepared foods consumers (McLynn, 2016).

Competition for consumer attention and preference has become more intense in today’s global market. Consequently, packaging design has become one of the most powerful tools in a brand’s marketing strategy to effectively influence shopping behavior at the point of purchase, where most buying decisions are made (Chen, 2014). Packaging can draw the potential

purchaser’s attention, and it also generates positive emotions to enhance consumer satisfaction

effectively. Moreover, packaging represents an essential element in enhancing brand image

through conveying functional, symbolic, and experiential benefits (Chen, 2014).

According to Technomic, a food industry research firm, packaging is a vital aspect of

takeout, and more than one-third of consumers consider high quality packaging an important

factor in the consumer buying decision. Increased functionality, such as the ability to reheat or

store leftover food, is also important. Consumers also expect the quality of takeout food to be

comparable to the in store dining experience (Technomic, 2014).

Busy consumers are getting even busier in the world today, and takeout is grabbing a

greater share of the quick-service business for that reason. This also means there is greater

demand for creative and improved portability and functionality. Takeout packaging for prepared

foods offered at grocery stores shows improved consumer satisfaction, and drive purchase intent,

as well as brand loyalty.

Chapter 2

Methodology Overview

Seven Modes of the Design Innovation Process

An innovation process model that Vijay Kumar developed over many years and published in the book, “101 Design Methods: A Structured Approach for Driving Innovation in Your

Organization,” is used as an overall organizing framework for this thesis. This model has seven

modes: Sense Intent, Know Context, Know People, Frame Insights, Explore Concepts, Frame

Solutions, and Realize Offerings (Kumar, 2013). Each mode will be introduced with its goal and methods, and then covered in detail in its separate chapter.

Sense Intent

The concept of Sense Intent is to consider the changes in the world today, and study the trends causing changes in technology, business, culture, people, market, and the economy. This mode offers a way to reframe an initial problem, and identify potential opportunities for innovation.

This also leads the way to set an initial direction for research and exploration. Finding Key Facts about user-centered approach for takeout packaging offering at grocery stores is the method to run the innovation process in this mode properly.

Know Context

After focusing on the changes and looking for places to go with ideas in the Sense Intent mode, it is time to gain a full understanding of the surrounding conditions in which those changes happen. This is called the context. In the Know Context mode, the goal is to pay attention to what is transforming the innovation context including society, environment, industry, technology, business, culture, politics, and economics. The Contextual Research Plan is one of the most helpful methods in understanding the complexity of the context.

Know People

What is not working well in the existing takeout packaging and why? How are people working around the problem? Are they giving up because there is nothing that can support their needs?

These are great questions that should ask consumers to reveal opportunities for new products or

4 services. The Know People mode is about gaining an understanding of people’s thoughts, feelings, and needs by listening, observing, interacting, and analyzing. Knowing people well can lead the study to entirely new categories of products, services, or business strategies that address people needs, desires and experiences. The Research Planning Survey and Field Visit methods were selected to process throughout this Know People mode.

Frame Insights

As discussed previously, the Know Context and Know People modes help to understand the context, and address people’s needs and experiences. Moving from researching and collecting data to applying data analysis is to organize the design thinking, and gain a clear perspective. In the Frame Insights mode, the User Response Analysis and Observations to Insights methods help to extract a handful of key insights, and then those insights turn into actionable principles for innovation.

Explore Concepts

This is time to move from the world of inquiries into the world of possibilities for the future. The starting activities in the Explore Concepts mode build on the patterns and insights that are framed from the previous modes. Exploring new concepts happen in nonlinear, continuous, and iterative cycles through brainstorming, sketching, prototyping ideas, and story telling to generate new and valuable solutions and strategies. A Value Hypothesis method is to collect the description of concepts at the beginning of the Explore Concepts mode, and then move forward with the

Concept Prototype method to help ideas be communicated more effectively.

Frame Solutions

The Frame Solution mode is about combining valuable concepts generated during the Explore

Concepts mode. Strengths and weaknesses of each concept need to be weighed against a set of defined criteria. Selected solutions need to be rationalized and communicated well. The Solution

Prototype was used in this mode during the process to simulate user experiences, and to explore how users engage in planned activities around prototypes of proposed solutions.

Realize Offerings

Beyond simply making ideas tangible, Realize Offerings embodies a series of planning activities to recognize how delightful solutions arrive. The focus in the Realize Offerings is to explore how ideas might take form and plan how they get realized in the world. A Vision Statement was used to organize key results like insights, principles, and prototypes from the research. This method is to show the result of the research as an overview, telling how the offering is realized in a minimum set of words or visuals.

Chapter 3

Sense Intent Mode

Sense Intent

The Sense Intent mindset is about keeping up with the changes in the world today. While the initial intent will be explored and tested in the following modes, this mode focuses on providing an early direction for research and exploration (Kumar, 2013). The important tool of figuring out where to start for this thesis research is Key Facts.

Key Facts

Key Facts are pieces of information from credible sources that indicate the state of a given topic, and they can be statistical in nature, or expert opinions summarized in brief statements. Library searches and online searches are effective ways to get an initial sense of relevant information on the topic, and then make them Key Facts by sorting as related to the topic (Kumar, 2013). In searching for information, MeadWestvaco Corporation, WestRock Company, Foodservice

Packaging Institute and professionals are identified to be sources of credible information about the topic of user-centered approach for takeout packaging offering at grocery stores. The key information utilized include the following:

To begin with packaging supplier, MeadWestvaco Corporation (MWV) launched

Packaging Matters in 2014; the company’s second annual study of the role packaging plays in consumer purchasing behavior, brand loyalty and overall product satisfaction. Packaging Matters results show that only 11% of consumers are completely satisfied with packaging today. The findings show that packaging functionality, such as making the package easy to transport, store, and use, are considered more important packaging attributes to consumers, but these functions are underperforming in the eyes of consumers. On the other hand, the packaging appearance, such as being attractive and making the product easy to find, is overachieving based on the perceived importance to consumers (MeadWestvaco, 2014).

Later on, the consumer satisfaction survey Packaging Matters in 2015 finds that only 7 percent are completely satisfied with takeout packaging today. The findings suggest that offering a better protection against oil and grease can increase consumer satisfaction. The research shows that 67 percent of consumers report they have had their clothes and/or cars stained by greasy takeout containers, and 32 percent of those consumers say they would not return to the

7 establishment where they received greasy containers. This presents an opportunity to improve the takeout packaging to drive deeper consumer loyalty (MeadWestvaco, 2015).

According to Packaging Matters in 2016, the signature consumer research study collects data about the role of packaging in product satisfaction. Data show that consumers value brands that balance sustainability and function. 78% of consumers believe it is most important for brands to focus on innovations that make it easier for them to use the product. 77% of consumers say it is very important that packaging keep products fresh or effective. 82% of consumers say it is very important that packaging prevent spilling or breaking. 98% of consumers indicated sustainability is extremely or very important to their view of a brand (WestRock, 2016).

Moreover, the study of key trends presents that 60% of consumers will repeat purchase because of packaging functionality, while 38% of consumers will repeat purchase because of packaging appearance. This means functional features drive consumer satisfaction (WestRock, 2016).

Moreover, Foodservice Packaging Institute President Lynn Dyer said, “Consumers have the expectation of good food, and they want that experience whether they dine in or bring the food home or to the office” (Schierhorn, 2016). Based on Dyer’s observation, if the food is a leaking mess by the time they get to their destination, they are not likely to become repeat customers.

“Different types of food are going to require different types of packaging. Selecting the right packaging for the job provides a good return on investment,” Dyer said. Although cost is always an issue for grocers, Dyer warns against buying a huge volume of one type of takeout container in a single size and then expecting it to work well for everything (Schierhorn, 2016).

Furthermore, packaging manufacturers are becoming more aware that the needs of convenience stores are different than those of quick-service restaurants and other foodservice channels. In order to encourage a grab and go purchasing, there are considerations if the

8 packaged food is going to be held in a warm case or cold case until purchase, so manufacturers are recognizing the opportunities in providing convenience stores with packaging that fits their specific needs. “For a grab-and-go product, the main thing is that consumers want to see what they are getting; they associate seeing the product with freshness,” Dyer said (Odesser-Torpey,

2015).

In addition, experience has convinced Craig Stanley, foodservice manager for Ohio based

Stop-N-Go convenience stores, that clear plastic packaging is the best choice for selling both grab- and-go and made-to-order sandwiches. “We think that letting the customers see the entire product sells best,” Stanley said (Odesser-Torpey, 2015). However, clear packaging doesn't work best for all products. “Packaging for the warmer is always a challenge. Many options are available but the cost is prohibitive in many cases. They also don't show the food item or protect the food from drying out or otherwise losing consistency in the warmer. We have had items wrecked because we couldn't come up with the right packaging solutions,” Stanley explained (Odesser-

Torpey, 2015). Packaging is a major consideration from the beginning of any product research and development process for Stop-N-Go. According to Stanley, packaging for the chain must meet three criteria: Can the customer view the product; what is the best cost for best functionality, and is the packaging flexible enough to be used for many types of items (Odesser-

Torpey, 2015)? Likewise, product transparency has become just as important as packaging transparency, said Ted Roccagli, retail program manager at Empire Petroleum Partners, which works with 1,400 stores in 29 states. “Stickers that say ‘made fresh today’ or a simple expiration date on a sandwich can go a long way in assuring consumers that their sandwich is fresh.”

Roccagli also pointed out that many consumers want to see the calorie count placed on the package, so they can make more healthful choices easily (Odesser-Torpey, 2015).

Finally, today some stores are concerned with packaging being green, sustainable and eco-friendly. “You have to know and understand your demographic. If being green is an important aspect of your brand, you have to carry that out through packaging. And if you're looking for a way to differentiate your brand, this is one way to do it,” Dyer said. Likewise,

Roccagli said, “According to the results of Foodservice Packaging Institute's annual Trend Survey, the organization found that demand for products that can be recycled or composted continued to grow last year. Eco-friendly packaging is becoming more readily available and affordable,”

(Odesser-Torpey, 2015).

After gathering the key information, Key Facts are sorted as relevant information; they can be organized by type, such as statistic, opinion, or summary. Key Facts helps build a broadly understanding of the topic, and is to be a starting point of the primary objective for innovation.

Assumptions

The researcher formed this list of assumptions based on personal experience and attitudes as well as previous research into the subject. Assumptions can be proven or disproven, or reevaluated on previously published information. The list of assumptions includes the following statement:

• Most people want more from the takeout packaging today.

• Packaging should maintain functionality and quality, but sustainability is also important

to consumer satisfaction.

• Packaging functionality is underperforming in the eyes of consumers, while packaging

appearance is overachieving based on the perceived importance to consumers.

• Consumers want better protection against oil and grease.

• Consumers want a good experience when they get to their destination.

• Different types of food are going to require different types of packaging.

• The packaging needs of convenience stores are different than those of quick-service

restaurants and other foodservice channels.

• Consumers want to see the information, such as calorie count and expiration date, placed

on the package.

• Packaging transparency is the best option for selling grab-and-go.

Chapter 4

Know Context Mode

Know Context

Now it is time to shift the mindset of scanning broadly and looking for directions for exploration to the mindset of focus and depth for a full understanding of the context. The mindset is about understanding the present by looking to the past. Understanding the latest developments can offer the possible future in which innovations should work (Kumar, 2013). The Contextual

Research Plan expands the understanding of change, and sometimes indicates what might be.

Contextual Research Plan

The Contextual Research Plan is a method to develop a general plan and makes a schedule for

researching the innovation context. It also clarifies exploratory activities at the beginning of the

project. What method should be used? What resources are needed? What will be the timeline for

gathering and reviewing information? The key components for this research plan are activities,

dates, duration, resources, methods, and deliverables (Kumar, 2013).

The twenty-one months research plan scheduled to work on seven modes, which are

Sense Intent, Know Context, Know People, Frame Insights, Explore Concepts, Frame Solutions, and

Realize Offerings. The resulting Contextual Research Plan organized activities, dates, duration, resources, methods, and deliverables. Based on the Contextual Research Plan (see Appendix A), secondary research will include a literature review of topics that cover packaging design, visual design, industrial design, sustainable packaging design, identity design and branding, and color theories to support the prototyping phase. These sources will include articles, academic journals, reports, books, and other relative publications. Later on, primary research will begin with online surveys to gather the user preferences, attitudes, opinions and behaviors focusing on takeout consumers who are the ages of twenty to fifty-five, and then move on to observations in the field.

Observation will be conducted at prepared foods sector in grocery stores, such as Heinen’s,

Whole Foods Market, Miles Farmers Market, and Giant Eagle Supermarket, to register takeout packaging requirements and takeout consumer problems. The results from online surveys and observations will provide valuable input to identify takeout consumer needs, their hierarchy and priorities. In the prototyping phase, iterative user testing will be used to guide the design process and the final result. This will greatly enhance the probability of a successful takeout packaging launch.

Moreover, the overview diagram of the Contextual Research Plan in a spreadsheet format helped overall time management throughout the design process. This overview diagram helped to clarify tasks and deadlines, and address about what will be done and when the work must be completed. Please see Appendix B for the overview diagram of the Contextual Research Plan.

Chapter 5

Know People Mode

Know People

To get valuable insights, the Know People mindset should focus on observing everything in the context of study to notice places, people, and inconsistencies between what they say and what they do to learn behaviors, practices and motivations. Moreover, the mindset in this mode should understand the problem they face, the needs they express and those they do not express

(Kumar, 2013). Consequently, the Know People mode began with the Research Plan Survey method, and then the process moved on to the Field Visit method. These methods were conducted to analyze takeout aspects of prepared foods offering at grocery stores.

Research Plan Survey

Research Plan Surveys are short and quick questionnaires used at the early phase of this research to understand people’s activities, behaviors, and attitudes about a topic of interest. These

Research Plan Surveys provide overviews of a topic, and identify trend patterns. The results from the survey may also change the research plan, if the results were not as expect (Kumar, 2013).

Survey questions development began with an analysis of several grocery stores on takeout aspects to find basic information, and then use those findings to develop the survey questions.

The grocery stores for analysis include Heinen’s, Whole Foods Market, Miles Farmers Market and Giant Eagle Supermarket. A group of twenty participants was composed of takeout consumers between the ages of twenty and fifty-five, and participants were selected because of their emotional connection with takeout experiences. SurveyMonkey.com and Qualtrics.com were

13 used to create anonymous online surveys, and distributed through channels like email as well as social media networks. No personal data was recorded for each participant.

Throughout the 10 Questions Online Survey (see Appendix C), participants shared and identified their grocery shopping and eating habits, experiences, frustrations, and challenges on takeout aspect. In 10 Questions Online Survey, participants were asked how often they purchase takeout food. The results from this survey suggest that 66.67 percent of participants purchase takeout food once in a while, 13.33 percent of those purchase takeout food in haft the time, and

6.67 percent of those always purchase takeout food. The findings also support that only 7.69 percent of participants are extremely satisfied with takeout packaging today. When participants were asked about the factors that drive takeout decisions, their responses show the importance in developing containers that maintain foods’ quality, taste, freshness and temperature. Moreover, they were aware of environmental issues, more of them prefer efforts to incorporate sustainable and recyclable materials for takeout packaging. Please refer to Appendix D for the 10 Questions

Online Survey Results Summary.

Nevertheless, the results from the 10 Questions Online Survey show that the questions are not clear. Some participants are not focused on a takeout packaging experience in a grocery store, but they are focused on takeout containers for full service or some fast casual restaurants.

Therefore, the 5 Questions Online Survey (see Appendix E) was conducted to discuss consumer opinions about preferences, attitudes and behaviors focused on their grocery store takeout packaging experiences. The results of this 5 Questions Online Survey indicate that no one is completely satisfied with prepared meal packaging today. While most participants said they purchase a prepared meal from a grocery store in half the time, more said that they purchase a prepared meal once in a while, than most of the time purchasing a prepared meal from grocery

14 store. Prepared meal packaging also takes functionality into account; about 42 percent of participants look for food containers to perform in a way that they find the most convenient.

Please see Appendix F for the 5 Questions Online Survey Results Summary.

Field Visit

To capture observation in the real-world activities provides valuable insights about people and their needs. Moreover, spending time with people in their daily lives can be eye opening. Taking notes, sketching and taking photo should be collected throughout the Field Visit, and keeping this data organized for later analysis (Kumar, 2013).

The observations were made in the department of prepared foods at grocery stores, including Heinen’s, Whole Foods Market, Miles Farmers Market and Giant Eagle Supermarket.

Attention was paid to all activities in the stores that include at least one takeout consumer in any kind of situation. The observer acted like an ordinary customer shopping for the food.

Nonetheless, the observer did not participate in the observed situation and did not talk to the observed people. Shopping along with the observed people provided a way to learn about how they make decision what to buy, and how they overcome transportation challenges. Field notes concerning takeout packaging and shopping behavior were made directly after the observations.

A total of 24 situations were observed, and these situations were made in spring of 2016. Please see Appendix G for Observations.

The observations classify the observed people into two broad groups based on their habits: those who make planned purchases and those who make unplanned purchases. The group of the observed people who made planned purchases typically spent under a minute in the aisle, and grabbed a single product. On the other hand, the observed people were likely to make

unplanned purchases taking more time in the aisle. They stood close to the shelf display, touched

the product more often, and looked at fewer products in the category. The observations reveal

deeper and highly actionable insights that the group of the observed people making planned

purchases was selecting the acceptable brands that meet their primary criteria such as flavor,

form, and more. The observed people making unplanned purchases were overwhelmed at the

shelf display. With hundreds of products to consider, they typically relied on the information on

the packaging to compare the product and make decisions to buy the product in the aisle.

According to the observations, there are two types of material used in takeout packaging

today that are Polyethylene Terephthalate and Polypropylene. Polyethylene Terephthalate,

known commonly as PET or PETE, is the best know as the clear plastic used for merchandising

cold foods, snack items and bakery. PETE is the most important one for this chemical group in

packaging. It can be turned into films, trays or bottles, both oriented and non-oriented

(Piergiovanni, 2016). Moreover, Polypropylene is usually used for microwaveable takeout

container, and PP is made in black or clear, and easily made into many shapes and sizes.

Polypropylene is typical vinyl polymers, and PP is now the second polymer used in food

packaging (Piergiovanni, 2016). These two materials are recyclable, so using these materials can

reduce the amount of waste going into landfills (Piergiovanni, 2016).

Whereas the online surveys can only illustrate the participants’ experience of the grocery purchase, the observations provided opportunity to experience shopping activities in the grocery

store. It also shows how consumers’ patterns are changing, and what they might be like in the

future. The choice of two different provides a comprehensive ways to collect valuable data.

Chapter 6

Frame Insights Mode

Frame Insights

The people have diverse behaviors and characteristics. The context needs to function is complex.

To extract key insights out of this complex system, this is time to jump from the very real world to the very abstract world of insights, principles, system, and ideas. The mindset in this mode should set up with a foundation for later valuable innovation concept (Kumar, 2013). When dealing with the qualitative data about people and contexts, it is impossible to understand and represent every detail of the situation completely. One way to find patterns is by User Response

Analysis. Another way is by clustering related observations.

User Response Analysis

The User Response Analysis is a method that uses data visualization techniques, such as color and size, to analyze data gathered from surveys, questionnaires, and other research methods. This method takes all research data and inputs it into a spreadsheet for data manipulation using keyword filters. The data is organized by arranging information in columns and rows using color to identify patterns. The User Response Analysis also helps uncover patterns from the data, form a point of view, generate insights and develop innovation principle (Kumar, 2013).

Based on previous survey, there are two survey data sources, the data gathering from the

10 Questions Online Survey focus on takeout containers for full service or some fast casual restaurants and the 5 Questions Online Survey focus on takeout packaging for grocery stores. The data collection from the 10 Questions Online Survey suggests that being green, better quality and

17 better functionality can drive consumer satisfaction. On the other hand, there are three areas where the 5 Questions Online Survey found opportunities to improve satisfaction among consumers. Data show that in the case of quality, emotion and functionality, investing in takeout packaging was the most impactful action to improve consumer satisfaction. As discussed previously, this study focuses on the grocery store takeout packaging experiences, so the User

Response Analysis of the 5 Questions Online Survey data will be used to frame the insights, explore opportunities, and generate design principles in this mode.

When it comes to grocery store takeout packaging experience, the analysis show that most participants are purchased on emotion more than environmental concern or visual appealing. This means a packaging should be at the front of the line when the consumer’s mood is right and he or she is ready to buy. Moreover, the User Response Analysis show whether full service restaurants, fast casual restaurants or grocery stores, they still need a better quality and functionality in takeout packaging to increase consumer satisfaction. Please refer to Appendix H that includes additional information regarding User Response Analysis.

Observations to Insights

Thinking though all observations draws valuable insights. The insight is the understanding of what is observed in the research, and the most useful insights are surprising (Kumar, 2013). As discussed previously, the observations classify the observed people into two broad groups: those who make planned purchases and those who make unplanned purchases. Comparing and analyzing the responses of all observed people generate four key insights, and these insights were extract from behaviors and motivation of those who make planned purchases and unplanned purchases. The insights are about stacking, containing, printed information, and transparency.

According to the observations, most people carried products they want with one hand, while another hand is placed on a shopping cart. Consequently, the takeout packaging should be able to stack on another package, and a shopper should be able to hold a package with one hand.

Moreover, the form of the takeout packaging determines how efficiently they can be stacked and alongside each other to reduce wasted space. However, some food shapes cannot be easily packaged, especially vegetables, so they need to be contained in packages that hold them together and are sealed to present spillage and loss. Furthermore, printed information on takeout packaging is what helps the consumers to make a decision about their purchases. The information must be printed in a way that consumers can see all the useful information easily, and this includes the product name, ingredients, price, expiration date, barcode and more. In addition, with transparency in takeout packaging consumers can consider fairly quickly how they will benefit from a product because transparent packaging reveals important product characteristics, such as freshness and premium quality.

Chapter 7

Explore Concepts Mode

Explore Concepts

The mindset of the Explore Concepts mode is about building concepts based on insightful findings from earlier modes. This mindset is about being creative and open, but it should concern about human-centered and the insights from previous modes at the same time. When entering the mode of Explore Concepts, the process gets started on brainstorming ideas and exploring new opportunities. The mindset is to seek ideas that create or add value whether for

19 the users, the business, the economy, society, the environment, or any combination of these

(Kumar, 2013). The Explore Concepts mode started research by using a Value Hypothesis and then moved on to the method of Concept Prototype.

Value Hypothesis

A Value Hypothesis is to identify the intended value for a possible new offering and is used at the beginning of development to frame the exploration area. This method is created after a study of the findings from earlier modes; particularly focus on the insights, opportunities and principle developed. There are unlimited ways of stating a Value Hypothesis, and a commonly used structure for crafting a hypothesis has five parts that are user, needs, offerings, benefits and competitors (Kumar, 2013).

The key findings from earlier modes show that consumers still need a better quality and functionality to increase consumer satisfaction in grocery store takeout packaging experience.

They do not want to buy a packaging that already looks damaged, so it is important to use high quality, durable material in the packaging design. Furthermore, in terms of functionality packaging design has to incorporate applications for heating, cooling, streaming, as well as microwaving to guarantee an enhancement of their consuming experience. Moreover, most of them are purchased on emotion more than on environmental concern or visual appeal. Takeout packaging does not need eye-catching labels to attract audiences in the same way that consumer packed goods do. It is essential that takeout containers be at the front of the line when their mood is right and they are ready to buy. Based on these findings, a Value Hypothesis targeted grocery takeout consumers who need more creative takeout packaging, focusing on the quality, emotion and functionality improvement. Three possible Value Hypotheses describes the intended

20 value of new offerings, including redesigning an existing label, enhancing takeout consuming experience to an existing packaging, and a new takeout packaging. These new offerings transform itself into a useful tool for takeout, with which the serving of the food becomes more practical to the daily life-style of the consumer. These new offerings would form a complement to the consuming experience to an ultimate level. The Value Hypothesis is crucial method in the concept exploration phase as it helped guide features and attributes of the proposed solutions and ensured alignment with core values.

Concept Prototype

The next step is to express concepts in physical forms that address both the appearance and the performance of the offering to get feedbacks from potential users. By showing people what it looks like and how it works, Concept Prototypes allow for discovering possibilities that often cannot be found until it can be experienced. Since Concept Prototypes are about embodying concepts in tangible forms to clearly understand, discuss, evaluate, and communicate, it often leads more alternative concepts or possibilities for further exploration (Kumar, 2013).

The Concept Prototype method began with creating a list of food types in a selected grocery store, named Food Inventory. This food inventory contains food types and images showing approximate shapes and dimensions for each. Giant Eagle Supermarket was selected to create the food inventory and prototypes. From observations in the store, prepared food department of Giant Eagle Supermarket provides convenient meal solutions that are ready-to- eat, ready-to-heat meal and ready-to-cook options. Each day, prepared foods hot bar offer a variety of hot meal offerings, fresh fruit, salad, side dish, sushi and Asian food offerings at ready- to-eat section. Moreover, the ready-to-heat section has a variety of sandwiches, side dishes and

21 meals ready for consumers to pick up and take home. Furthermore, consumers can buy Market

District meals and Take & Bake Pizza from ready-to-cook section. By providing the information on existing food offerings and their characteristics, this Food Inventory not only provide a useful resource for Concept Prototype but also suggested where opportunities may or may not be for the development of takeout packaging. Please refer to Appendix I for Food Inventory. Later on, the description of three concepts suggested by key findings gathered through analysis frameworks, value hypothesis, and other method in previous modes. Then, prototypes were prepared and distributed as a medium for representing concepts. Three prototypes were built in Concept

Prototype review session to present ideas that included redesigning an existing label, enhancing the takeout consuming experience to an existing packaging, and a new takeout packaging focusing on user-centered approach.

To redesign an existing label, this concept had three goals. First was the launch of grocery takeout packaging to be used both for cold and warm display. Second was to use this launch with an existing packaging. Last but not least, this packaging must create positive experiences to takeout consumers. From observations at grocery stores’ shelves and using the past experience,

Prototype A came in an existing takeout packaging with a new label that sat in the middle of the container, allowing the consumer to see some of what is inside. A white background was used to provide a fresh and clean canvas for text and illustration. The strong differences in food ingredients used in the label provided clear inspiration for an outline illustration that would become a simple icon to differentiate it from another takeout food on the shelf.

Another concept suggested by previous modes is the enhancement of a takeout consuming experience to an existing packaging. The goal of the second concept is to create an enhanced user experience with a new feature of an existing packaging. As discussed earlier,

consumers today purchase grocery store takeout foods on emotion more than on environmental

concern or visual appeal, so this means they do not need eye-catching labels to attract audiences

in the same way that another food packaging does. They are also broadly catching on to the

notion that experiences make them happier and are more valuable than buying fancy things. In

order to maximize the experience, the researcher started to focus on how to create moments of

enjoyment for grocery store takeout consumers. To create meaningful consuming experiences, a

transparent box is placed on another box printed with an outline illustration of a kitchen pan to

represent how this pre-packaged meal is fresh out of the kitchen, served as Prototype B. As

pulling a transparent box up to open the packaging, the sides drop down and an existing

packaging appears. These transparency boxes were made from Polypropylene. A Polypropylene

box can be made in black or clear, and easily made into many shapes and sizes.

The previous findings show that consumers today need more innovation with takeout

packaging, so the goal of the third concept is to create new packaging, investing in quality,

emotion and functionality, to engage the consumer in grocery store takeout experiences.

To create positive experiences, Prototype C came in a transparent box that placed on a white paper box printed with a flat style black and white icon of a kitchen pan to represent how this pre-packaged meal is fresh out of the kitchen. As pulling a transparent box up to open the packaging, four sides of the paper box drop down and a food container with separator appears.

The paper box can also turn into a mat that prevents food spilling.

During the Concept Prototype review session, three men and two women in the age range of twenty to fifty-five were chosen as users, and they were selected because of their emotional connection with takeout experiences. Five users tested three prototypes and discussed each one to measure a product’s ability to satisfy the need of the user. The feedback gathered through the

review process generated insights about refinements, and it is an opportunity to consider

combinations of features from different prototypes. Based on the Concept Prototype feedback,

most users prefer Prototype B because of a unique pattern, transparency and a sense of high

quality. One of them said there was no reason to generate more waste in the same way that

Prototype C did. However, they are still concerned about the function of Prototype B, so this

means Prototype B cannot enhance the users’ satisfaction in case of functionality. Moreover,

most of them said the function feature of Prototype C is better than the other prototypes, but it

needs more simplicity and transparency. Please see Appendix J for Concept Prototypes and the

reviews.

Chapter 8

Frame Solutions Mode

Frame Solutions

Explore Concepts is about creating new concept, while Frame Solution is about integrating concepts to make system-level solution. In this mindset, it is about building on the concepts created in the Explore Concept mode, making judgments about which concepts and combinations of concepts bring most value to insights gathered through the research process in the earlier modes (Kumar, 2013). Arriving at delightful solutions, the Explore Concept phase used the Solution Prototype method to encourage iteration and focus on experiences.

Solution Prototype

The Solution Prototype is a method for observing users’ experience simulated around prototypes of proposed solutions. Information is collected and recorded with note taking. User experiences are revealed to validate or invalidate assumptions about proposed solutions throughout observations on these prototypes. The goal of this Solution Prototype is to understand users’ experience and the impact they might have on purposed solutions (Kumar, 2013).

As generating insights from the Concept Prototype to identify proposed solutions and experience, two prototypes were created to reflect findings gathered through the review process.

As mentioned above in the Concept Prototype review session, Prototype B needed a more useful function to increase the users’ satisfaction, so Prototype D came in a transparent box that placed on another transparent box printed with an outline illustration of a kitchen pan. Cutting out edges of the lid on both a left and right sides allows their fingers to pick it much easier to successfully open. When pulling a transparent box up to open the packaging, four sides drop down and turn into a better food container or a mat that prevents food spilling. On the other hand, suggestions from the reviews of Prototype C were used to create takeout packaging, named

Prototype E. It connects a transparent lid and a white paper box together. The white paper box has a printed outline illustration of a kitchen pan outside the box, and printed guidelines inside the box represent how a takeout package separator works. Cutting a front edge of the lid gives the fingers a space to make it much easier to open. When opening a box, the sides drop down, a food container with separator appears and turn into a mat that prevents food spilling.

For Solution Prototype testing, three men and two women from the Concept Prototype review session were invited as participants. Five users engaged with these prototypes, and participants’ engagements with the prototypes were observed to exhibit the key behaviors. Note

taking included the factors that affect participants’ interaction with the prototypes. Next,

participants were asked to conduct a post-activity interview to clarify questions about why they

engaged with the prototypes in a positive or negative way, and how they felt about their

experience around the prototypes. Results from testing show that two users prefer Prototype D

because of function improvement. Cutting edges of the lid made this prototype much easier to

open successfully. They also said this prototype was better protection of food spilling. One of

them said there was no reason to generate more waste in the same way that Prototype E did. In

addition, the data show that four users were impressed by the connection between a transparent

lid and a white paper box. The connection between the lid and the container made this prototype

much easier to close effectively. Although three users expressed that Prototype E still needs more

transparency, but another two users do not mind if they cannot see a food on the side view of the

packaging.

In a nutshell, the reviews on both of the Concept Prototype review session and the

Solution Prototype review session proved that the emotion, quality, function, and transparency

are the most impactful factors affecting decision making in purchasing a grocery takeout food.

Please refer to Appendix K for Solution Prototypes and the reviews.

Chapter 9

Realize Offerings Mode

Realize Offerings

Being concerned with multiple prototyping, testing and identifying the solutions, the Realize

Offerings mindset is focused on creating a vision that can be effectively communicated to guide

activities and bring focus to the efforts of the research. To sum up, this evaluative mindset is

about being able to realize in the world, and giving consideration to everyone involved in

implementation can embrace the ideas as his or her own (Kumar, 2013). Organizing information

from the research, a Visual Statement was used for describing the key result from the research.

Visual Statement

A Visual Statement is a method for extracting all of research into key results and presenting them

as an overview in order to demonstrate the intent and its realization in the form of words and

visuals to an audience (Kumar, 2013). As a part of communicating the concepts, a Visual

Statement was created in the form of a presentation with 16 slides that visualized research, analysis, insights, concept, prototypes, and reviews.

Going through the whole research process to summarize the key results, an outline was created to communicate just the most essential part to the audiences. This outline is a short

description of problems being addressed in the earlier process. In addition, this talked about how

the solutions respond to the problems, and what values bring to face the problem. Using key

images illustrated the most valuable solutions by creating diagram, pie charts, and prototype.

Please see Appendix L for the Visual Statement.

Chapter 10

Conclusion

Competition of grocery store prepared meals has become more intense in the market today. According to the global information company The NPD Group’s ongoing foodservice

27 market research, over 40 percent of the U.S. population purchases prepared foods from grocery stores, and consumers rate visits to grocery stores higher than traditional quick service restaurants on variety and healthy options. Based on the research, packaging design has become one of the most powerful tools to effectively influence shopping behavior, and it can draw the potential purchaser’s attention and generate a positive experience to increase consumer satisfaction. However, Packaging Matters, the signature consumer research study in 2015, collects data about the role of packaging in product satisfaction. The results show that only 7 percent are completely satisfied with takeout packaging today. Consequently, this means there is greater demand for creativity and innovation and to improve a takeout packaging of prepared foods at a grocery store to increase consumer satisfaction and drive purchase intents.

To get valuable insights, secondary research conducted a literature review related to topics. Later on, primary research began with online surveys to gather consumer opinions about preferences, attitudes and behaviors focused on grocery store takeout packaging experiences of takeout consumers in the ages of twenty to fifty-five, and then moved on to observations. Based on online surveys, the analysis show whether full service restaurants, fast casual restaurants or grocery stores, they still need a better quality and functionality in takeout packaging to increase consumer satisfaction. The analysis also shows that most participants are purchased on emotion more than environmental concern or visual appeal. This means they do not need eye-catching labels to attract audiences in the same way that other food-packaging does. Packaging should be at the front of the line when the consumer’s mood is right and he or she is ready to buy.

Observations were made in departments of prepared foods at grocery stores, such as

Heinen’s, Whole Foods Market, Miles Farmers Market, and Giant Eagle Supermarket, to register takeout packaging requirements and takeout consumer problems. According to the observations,

the results classify the observed people into two broad groups: those who make planned

purchases and those who make unplanned purchases. Analyzing the responses of all observed

people generates four key insights, including stacking, containing, printed information, and

transparency. The online surveys only illustrated the participants’ experience of the grocery

purchase, while the observations displayed reality in the grocery store. The results from online

surveys and observations provided valuable insights for identifying takeout consumer needs,

their hierarchy and priorities.

To build concepts based on insightful findings, the description of three concepts

suggested by analysis frameworks, value hypothesis, and other method in previous modes. Then,

prototypes were prepared and distributed as a medium for representing concepts. Three

prototypes were built in the first review session to present ideas that included redesigning an

existing label, enhancing takeout consuming experience to an existing packaging, and a new

takeout packaging focusing on a user-centered approach. These new offerings transform into a

useful tool to form the consuming experience becoming more practical to the daily lifestyle of the

consumer. During the Concept Prototype review session, three men and two women in the age

range of twenty to fifty-five was chosen as users, and they were selected because of their

emotional connection with takeout experiences. Five users tested three prototypes, named

Prototype A, Prototype B, and Prototype C. They discussed each one to measure a product’s

ability to satisfy the need of the user. Based on the Concept Prototype feedback, most users prefer

Prototype B because of a unique pattern, transparency and a sense of high quality. One of them

said there was no reason to generate more waste in the same way that Prototype C did. However, they are still concerned about the function of Prototype B, so this means Prototype B cannot enhance the users’ satisfaction in case of functionality. Moreover, most of them said the function

29 feature of Prototype C is better than the other prototypes, but it needs more simplicity and transparency.

As generating insights to identify proposed solutions and experience, two prototypes were created to reflect refinements gathered through the Concept Prototype review process. The results from a Solution Prototype session show that most users prefer Prototype D because of function improvement. Cutting edges of the lid made this prototype much easier to open. They also said this prototype was better protection of food spilling. One of them said there was no reason to generate more waste in the same way that Prototype E did. Furthermore, the data show that four users were impressed by the connection between a transparent lid and a white paper box. The connection between the lid and the container made this prototype much easier to close.

Although three users expressed that Prototype E still needs more transparency, but another two users do not mind if they cannot see a food on the side view of the packaging.

In conclusion, this research is revealing aspects of innovative takeout packaging concepts that rethink what takeout package should be. This study explores concepts such as multi purpose functions and creative artistic designs to highlight ways takeout packaging can enhance the overall consumer experience through creative and forward thinking. According to the findings throughout the whole research process, the emotion, quality, function, and transparency are the most impactful factors affecting decision making in purchasing takeout foods at grocery store.

Appendices

Appendix A Contextual Research Plan

This document is intended to clarify the order of research methods for this study, as well as to point out which forms will be used in the process.

PURPOSE: the goal of this step ACTIONS: steps taken in this step REQUIRED DOCUMENTS: documents applied to see this step through OUTCOME: outcome of this step TIMELINE: the scheduled start and end dates for this step

Literature Review Outline Online Survey Observations Purpose Provide background Formulate writing plan Get an idea of product Register takeout information of topics attributes packaging that cover packaging requirements and design, visual design, takeout consumer industrial design, problems sustainable packaging design, identity design and branding, and color theories.

Actions Collect information Organize information Create and analyze an Observe at prepared from sources include from previous steps online survey foods sector in grocery articles, academic stores, such as journals, reports, Heinen’s, Whole books, and other Foods Market, Miles relative publications. Farmers Market, and Giant Eagle Supermarket

Required None None None Permission from Documents grocery stores Outcome A full understanding Outline Consumer preferences, Takeout consumer attitudes, opinions and needs, their hierarchy behaviors focused on and priorities takeout consumers

Timeline Cyclic process Cyclic process Cyclic process March 2016 Start: February 2015 Start: July 2015 Phase 1 End: June 2015 End: March 2016 Start: July 2015 End: August 2015 Phase 2 Start: October 2015 End: November 2015

Brainstorm Rough Draft Prototyping and Thesis Summary User testing Purpose Organize collected Create content Build a prototype Share the process and information, and using information in summarize all findings generate ideas on how previous steps from the study to develop takeout packaging

Actions Analyze information Organize information Prototype, test, Audit all information obtain from sources, from previous steps analyze, refine, and gathered through the the online surveys and repeat study, showcase the observations to efforts and prepare to identify product defend thesis attributes to solve problems, and refine a design

Required None None None None Documents

Outcome Refined design to build Rough draft Prototype built Final outcome of thesis a prototype project

Timeline Cyclic process Cyclic process September 2016 October 2016 Start: April 2016 Start: April 2016 End: August 2016 End: August 2016

Appendix B Overview Diagram of the Contextual Research Plan

36 Summary Prototype Oct Sep Brainstorm Draft Aug Jul Jun May Apr Outline Observation Mar Feb 2016 Jan Dec 5Q Online Survey Nov Oct Sep 10Q Aug Jul Literature Review Jun May Apr Mar 2015 Feb An Overview Diagram of the Contextual Research Plan

Appendix C 10 Questions Online Survey

10 Questions Online Survey

Study Title: User-Centered Approach for Takeout Packaging Design

Primary Investigator: David Middleton

Co-Investigator: Tipsaran Choknitivet

1. What is your age?

• 18 to 24

• 25 to 34

• 35 to 44

• 45 to 54

• 55 to 64

• 65 to 74

• 75 or older

2. What is your gender?

• Female

• Male

3. How often do you purchase takeout food?

• Always

• Most of the time

• About half the time

• Once in a while

• Never

4. Describe your grocery shopping and eating habits?

5. What kind of food are you most likely to purchase for takeout?

6. When you are purchasing takeout food, what are the top two things you generally consider?

7. In three words, how would you describe the current takeout packaging?

8. Overall, are you satisfied with the current takeout packaging, dissatisfied with the current

takeout packaging, or neither satisfied nor dissatisfied?

• Extremely satisfied

• Very satisfied

• Somewhat satisfied

• Neither satisfied nor dissatisfied

• Somewhat dissatisfied

• Very dissatisfied

• Extremely dissatisfied

9. In your own words, what are the things that you like most about the current takeout

packaging?

10. In your own words, what are the things that you would most like to improve in the current

takeout packaging?

Appendix D 10 Questions Online Survey Results Summary

10 Questions Online Survey Results Summary

Q1: What is your age? Answer Choices Responses 18 to 24 15.00% 3 25 to 34 60.00% 12 35 to 44 5.00% 1 45 to 54 15.00% 3 55 to 64 5.00% 1 65 to 74 0.00% 0 75 or older 0.00% 0 Total 20

Q2: What is your gender? Answer Choices Responses Female 55.00% 11 Male 45.00% 9 Total 20

Q3: How often do you purchase takeout food?

Answer Choices Responses Always 6.67% 1 Most of the time 6.67% 1 About half the time 13.33% 2 Once in a while 66.67% 10 Never 6.67% 1 Total 15

Q4: Describe your grocery shopping and eating habits?

A Healthy Food B Daily plan and daily buy C I shop for groceries once a month and sometimes replenish my vegetable and perishables after two to three weeks. I eat when I am hungry, sometimes once or twice or three times a day. Sometimes not enough, sometimes too much. D Skipped E I eat a vegan diet (no meat, dairy, eggs, etc.) and typically grocery shop 2x a week at 2-3 different stores, depending on sales. F I go to marcs grocery store twice a week. I always try to purchase healthy whole organic foods. I make a list and know what I want before I go shopping. G Skipped H Weekly grocery shopping, weekly CSA during the summer, eat out about 3 times a week I Skipped J I primarily cook for myself with wife at home and eat out once a week. I look to by locally sourced produce and eat as little processed food as possible K Skipped L Shop at Acme fresh market for most items. I eat a lot of vegetables and cook meals for myself from whole ingredients, rather than eating processed/prepackaged food items. I enjoy cooking and often try to learn how to cook new foods. I have no preference for organic / non-organic foods. I try to limit the amount of grains that I eat, but I often enjoy eating pasta. I do not eat pork. M I shop at local health food stores and farmers markets. I eat a plant-based diet. N I don't usually shop for groceries. Unless I have something specific to cook. I eat once a day, and probably snack too much on junk food. O Skipped P I have cater d breakfast lunch and dinner at work m-f and go to restaurants for everything else

Q Healthy eating for the most part R Skipped S Skipped T I buy groceries once a week, maybe a little longer if I can. I eat fairly healthy, plenty of fruit and vegetables. But I like sweet stuff too.

Q5: What kind of food are you most likely to purchase for takeout? A Fast-food - Burger

B Salad

C Skipped

D Skipped

E "Healthy" convenience food like Subway or Panera

F Subway

G Skipped

H Pizza

I Skipped

J Pizza or sushi

K Skipped

L Sandwiches, usually from Dave's Cosmic Subs or Franklin Square Deli. I sometimes get Chipotle or other Mexican-style food. I do not eat burgers and never go to McDonalds or Burger King. I try to avoid all unhealthy fast food. M Usually Mexican restaurants like Taco Tontos or Chipotle.

N Chinese or Korean. But I don’t order and takeout. I eat at the place.

O Thai food

P Pizza, Thai, Chinese

Q Chinese but it's rare

R Skipped

S Skipped

T Probably pizza

Q6: When you are purchasing takeout food, what are the top two things you generally consider? A 1. Fresh like eating at restaurant 2. No any toxic or contaminate from the packaging

B Location and convenient

C Skipped

D Skipped

E Price, convenience

F If its healthy

G Skipped

H Location and price

I Skipped

J 1. The price of the food 2. How good the food is

K Skipped

L Quality of food, price.

M I consider if it is made with fresh and local ingredients, and also if it is primarily vegan.

N Quality and taste.

O Taste and price

P Yelp reviews and price

Q What's in it and also something not super sweet

R Skipped

S Skipped

T Taste and speed

Q7: In three words, how would you describe the current takeout packaging? A Environment unfriendly - boring - wrecking

B Convenient, Clean, reuse

C A lot of waste products

D Skipped

E Too much waste

F Its average.

G Skipped

H Minimal and utilitarian

I Skipped

J Random, card board, cannot reheat

K Skipped

L Bad for environment

M Neutral (in color), awkward (in shape), non-recyclable.

N Chinese food uses plastic containers or Styrofoam. Probably low cost, you can throw it away after. O Fine

P Functional messy disposable

Q Not environmental friendly

R Skipped

S Skipped

T Skipped

Q8: Overall, are you satisfied with the current takeout packaging, dissatisfied with the current takeout packaging, or neither satisfied nor dissatisfied? Answer Choices Responses Extremely satisfied 7.69% 1 Very satisfied 7.69% 1 Somewhat satisfied 23.08% 3 Neither satisfied nor dissatisfied 30.77% 4 Somewhat dissatisfied 30.77% 4 Very dissatisfied 0.00% 0 Extremely dissatisfied 0.00% 0 Total 13

Q9: In your own words, what are the things that you like most about the current takeout packaging? A Nothing

B Convenient

C Skipped

D Skipped

E I like when it's easily recyclable and doesn't spill!

F For subway it comes in a clear bag. I know what’s inside of it.

G Skipped

H Easy to recycle

I Skipped

J The ability for it not to spill when driving in my car

K Skipped

L I like simple paper bags.

M Some restaurants like Chipotle think about the most functional purpose of their packaging, but others do not consider the design or the user. N 1. If it doesn’t spill 2. Easy carrying 3. Keeps my food warm.

O Skipped

P It is easy to throw away and does a decent job containing my food

Q The ones we can recycle those we do

R Skipped

S Skipped

T Skipped

Q10: In your own words, what are the things that you would most like to improve in the current takeout packaging? A Environment friendly

B No

C Skipped D Skipped E More recyclable resources, more visually appealing

F If I did not want to eat subway it would get all soggy. Maybe if the mayo, or oil was given to you so I can put it on when I am ready to eat it. G Skipped

H None

I Skipped

J How long it keeps food warm

K Skipped

L Stop using Styrofoam and look into more green/energy efficient solutions.

M To-go packaging should reflect the brand of the company or restaurant. It should also function according to the type of food it contains. The user experience should be thought about more in relation to eating utensils, compartments in the container, how to dispose of everything afterwards, etc. N Microwavable. Keeps food warmer.

O Safe for healthy

P Better ways to put soy on sushi and manage sauces. Rice can also get messy

Q Make all packages recyclable

R Skipped

S Skipped

T Skipped

Appendix E 5 Questions Online Survey

5 Questions Online Survey

Study Title: User-Centered Approach for Takeout Packaging Design

Primary Investigator: David Middleton

Co-Investigator: Tipsaran Choknitivet

1. How often do you purchase a prepared meal from a grocery store?

• Never • Less than Once a Month • Once a Month • 2-3 Times a Month • Once a Week • 2-3 Times a Week • Daily

2. What kind of food are you most likely to purchase a prepared meal from a grocery store?

• Beef Entrées • Poultry Entrées • Pork Entrées • Pasta Entrées • Seafood • Vegetarian • Side Dishes • Subs, Panini and Sandwich • Pizza • Sushi and Asian Foods • Taco

• Soup • Salad

3. In three words, how would you describe the current prepared meal packaging from a grocery

store?

4. Overall, are you satisfied, dissatisfied, or neither satisfied nor dissatisfied with the current

prepared meal packaging from a grocery store?

• Extremely Satisfied • Very Satisfied • Somewhat Satisfied • Neither Satisfied nor Dissatisfied • Somewhat Dissatisfied • Very Dissatisfied • Extremely Dissatisfied

5. In your own words, what are the things that you would most like to improve in the current

prepared meal packaging from a grocery store?

Appendix F 5 Questions Online Survey Results Summary

5 Questions Online Survey Results Summary

Q1: How often do you purchase a prepared meal from a grocery store? Answer % Count Never 22% 6 Less than Once a Month 19% 5 Once a Month 4% 1 2-3 Times a Month 19% 5 Once a Week 19% 5 2-3 Times a Week 15% 4 Daily 4% 1 Total 100% 27

Q2: What kind of food are you most likely to purchase a prepared meal from a grocery store? Answer % Count Beef Entrées 0% 0 Poultry Entrées 8% 3 Pork Entrées 10% 4 Pasta Entrées 3% 1 Seafood 3% 1 Vegetarian 15% 6 Side Dishes 8% 3 Subs, Panini and Sandwich 15% 6 Pizza 3% 1 Sushi and Asian Foods 15% 6 Taco 0% 0 Soup 5% 2 Salad 15% 6

Q3: In three words, how would you describe the current prepared meal packaging from a grocery store? A Boring, bad protection and no reusable B Skipped C Skipped D Plain. Forgettable. Weak

E Boring Old Untrue F Skipped G Skipped H Skipped I Skipped J Uninteresting, cheap, minimal

K Cheap price, various, simple

L Global warming, Struggling, Make a mess

M Convenient!!!

N Easy to open

O Convenient various and ready to serve

P Clean, convenient, expensive

Q Skipped R Ready easy fast

S Easy, fast, looking good

T Comfortable easy delicious

U Skipped V Clear, suitable, plastic

W Clean, visible, various

X New Fresh Meal

Y Good and cheap Z Skipped AA Ready to eat

Q4: Overall, are you satisfied, dissatisfied, or neither satisfied nor dissatisfied with the current prepared meal packaging from a grocery store? Answer % Count Extremely Satisfied 0% 0 Very Satisfied 19% 4 Somewhat Satisfied 38% 8 Neither Satisfied nor Dissatisfied 14% 3 Somewhat Dissatisfied 19% 4 Very Dissatisfied 5% 1 Extremely Dissatisfied 5% 1 Total 100% 21

Q5: In your own words, what are the things that you would most like to improve in the current prepared meal packaging from a grocery store? A It should protect the food quality. Moreover, it should improve the material, such as reusable or environmental-friendly. B Skipped C Skipped D Higher quality construction. Better brand integration and prevalence. More functional. Maybe add a call to action or coupon or frequent shopper benefit. E Simpler graphics, a focus on natural ingredients, and more rustic. F Skipped G Skipped H Skipped I Skipped

J Prepared meals would probably appear more desirable if they had better packaging/branding. The materials used could be more functional and the labels could be better designed. Some packaging only lists the name of what it is and its ingredients, which is important but often not very attractive. Things like pasta salad; egg salad, tuna salad, etc. do not look appetizing in current packaging. Most prepared meals look bland, sloppy, and like it has been sitting in containers for a long time in current packaging.

K Cleanness, easy to takeout anywhere without any drips L The prepare meal packaging should be able to remain a taste of food to be the same as we have in a restaurant. Also, the packaging should be eco-friendly. M Nothing N More quality less trash O Flavor P Proportion should be more variety, big or small Q Skipped R Clean S More cleanliness T Iodine U Skipped V In environmental concerned point, using biodegradable plastic instead of current material would be fantastic! W Nothing, I am satisfy with current packaging X Seal packaging Y Skipped Z Skipped AA Skipped

Appendix G Observations

Observation A: Heinen’s

Observation B: Whole Foods Market

Observation C: Miles Farmers Market

Observation D: Giant Eagle Supermarket

Appendix H User Response Analysis

Secondary quaternary Tertiary Note Primary Better branding Better

Brand Boring

Cannot reheat Cannot More function More

Function More quality quality More

Messy Wrecking

Quality Better visual appealing visual Better

Visual Unsafety Environment unfriendly Environment

Need to improve Green

Minimal Visual Appealing Visual

Visual Function

Easy to throw away throw to Easy Convenience

Function Reuse

Recycle Environment friendly Environment

Green Safety

Clean

Taste

Freshness Quality Quality

Quality Vegan Healthy food food Healthy Preference J F L E P T B C A H N Q O M 10Q

Secondary quaternary Note Primary Tertiary

Better branding Better Boring

5-Emotion

Cannot reheat Cannot More function More

5-Function

More quality quality More

Messy Wrecking

12-Quality Better visual appealing visual Better

4-Visual

Unsafety Environment unfriendly Environment

Need to improve 4-Green

Minimal Visual Appealing Visual

9-Visual

Function

Easy to throw away throw to Easy Convenience

16-Function

Reuse

Recycle Environment friendly Environment

6-Green

Safety

Clean

Taste

Freshness Quality Quality

18-Quality

Vegan Healthy food food Healthy Preference J L S E P T X R K Y V A D N O M W 5Q AA

Appendix I Food Inventory

FOOD INVENTORY

Sandwiches* W: 5.625” L: 5.625” H: 2.5”

Sub 8” W: 8” L: 3” H: 2.5”

Sub 12” W: 12” L: 4.75” H: 2.5”

* Vegetarian available

FOOD INVENTORY

Salad* 32OZ W: 7.5” L: 7.5” H: 2”

12OZ W: 5” L: 5” H: 2”

Sushi* W: 8.5” L: 5.5” H: 1.5”

Soup* W:4.5” L: 4.5” H: 2”

18 ounce W: 6.5” L: 6.5” H: 2”

* Vegetarian available

FOOD INVENTORY

Entree* W: 8” L: 6.5” H: 2.5”

Pizza 12”

* Vegetarian available

FOOD INVENTORY

W: 5.5” L: 5.5” H: 2.5”

Sandwich Soup (S) Salad

W: 7.5” L: 7.5” H: 2.5”

Entree Soup (L) Sushi

FOOD INVENTORY

W:12” L: 5” H: 2.5”

SUB 12”

W: 14” L: 14” H: 1.5”

Pizza

Appendix J Concept Prototypes and the Reviews

This is a list of user testing questions focusing on the appearance and the performance:

• Describe your grocery shopping and eating habits?

• What’s your first reaction to this takeout packaging?

• How easy or difficult was it to use this takeout packaging?

• If this takeout packaging were available today, would you buy this takeout packaging?

• Overall, are you satisfied with this takeout packaging, dissatisfied with this takeout

packaging, or neither satisfied nor dissatisfied?

• In your own words, what are the things that you like most about this takeout packaging?

• In your own words, what are the things that you would most like to improve in this

takeout packaging?

• Are there any other comments you have for this takeout packaging?

Prototype A Redesigning an existing label,

The Reviews A It has a good function and it is easy to use. He will buy this package when he is very hungry. Because of its transparency, he can see a food clearly. B Low quality. It is not interesting because he has seen a lot. C It is easy to use, but not interesting at all D She does not like the existing packaging because it is easy to fall. It has a bad functionality E He has seen a lot this day, so he is not excited.

Prototype B Enhancing takeout consuming experience to an existing packaging,

The Reviews A It has a unique pattern, so it can draw his attention. It looks like high-end packaging. However, he is concerned about its function. B Hip and cool. A pattern implies the sense of high quality. It is very interesting that packaging turn into a plate pad. It can eat straight from the packaging. Transparency makes sense. He said he would repeat purchase this packaging. C The design is fancier than the others, however, she think it is not easy to open. D Clean. It is stackable, so she does not have to worry about food falling down. However, she is concerned about the function. She thinks foods will going out after opening it. She will buy it if she buys foods from a cold display. E Clean. The function is simple and easy to use. He will repeat purchasing this packaging.

Prototype C A new takeout packaging

The Reviews A It is plain on bottom, and it cannot see the food. But it has a good function, especially a separator. B Good separator, but a flat illustration on the bottom makes this packaging too heavy. He thinks this packaging need more transparency C It can prevent a mess, but she concerns about a material of a plate pad. It really annoys her when it cannot fold down perfectly. Good separator. D It has more function. A separator is a good idea for preventing a mess. E It is too complex for him. He is not sure about a plate pad.

Appendix K Solution Prototypes and the Reviews

Prototype D A refinement of Prototype B

The Reviews A He can open it without any mistake, but he had a hard time to close it. He said it was good to see how its function improved. This prototype was easier to open and use than Prototype B. B He can open it without any mistake. C She does not want the packaging to be wrench. D She can open it without any confusion. She thought this package worked well for takeout food. She said it did not generate more waste in the same way that Prototype E did. E After looking around, he can figure out how to open it, and he found out that it is easier to open than Prototype B in previous review session. He spent a few minutes to close it.

Prototype E A refinement of Prototype C

The Reviews A He took a few minutes to figure out how to open it because he did not know which side is a front. But he can close it without frustration. He did not like two different materials in one packaging, but he liked how a lid and container is connected. B He can open it without any mistake. He liked how a lid and container is connected. He does not mind about the packaging transparency. C She can figure out how to open and close it after looking around the package. She likes the mat that prevents the food spilling. She said the mat was worked better than the other prototype. She does not concern about the packaging transparency because she can see the food on the top view. She does not mind if she cannot see the food on the side views. D She looked around and was able to open it without any confusion. She said separator guidelines inside a box are very interesting. E He can figure out how to open it after looking around the package. He said it is easier to close than Prototype D. He like the connection between lid and container.

Appendix L Visual Statement

USER-CENTERED APPROACH FOR TAKEOUT PACKAGING DESIGN

Researched by Tipsaran Choknitivet

METHODOLOGY

SEVEN MODES: SENSE INTENT, KNOW CONTEXT, KNOW PEOPLE, FRAME INSIGHTS, EXPLORE CONCEPTS, FRAME SOLUTIONS, AND REALIZE OFFERINGS.

SENSE INTENT

ASSUMPTIONS • People want more from the takeout packaging today. • Packaging should maintain functionality and quality, but sustainability is also important to consumer satisfaction. • A function is underperforming, while an appearance is overachieving. • Consumers want better protection against oil and grease. • Consumers want a good experience when they get to their destination. • Diferent types of food are going to require diferent types of packaging. • Grocery stores packaging needs are diferent than those of quick-service restaurants and other foodservice channels. • Consumers want to see the information placed on the package. • Packaging transparency is the best option for selling grab-and-go.

NEXT: KNOW CONTEXT

KNOW PEOPLE

KNOW CONTEXT

RESEARCH PLAN An Overview Diagram of the Contextual Research Plan

The twenty-one months 2015 2016 Research Plan scheduled Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct to work on seven modes. Literature Review The goal of Research Plan is to organize Outline

activities, duration, 10Q 5Q Online Survey resources, methods, and Observation outcome. Brainstorm

Draft

Prototype

Summary

NEXT: KNOW PEOPLE

FRAME INSIGHTS

KNOW PEOPLE

ONLINE SURVEY

Survey questions were However, data from the 10 developed based on the Questions Online Survey research of grocery stores, show that participants including Heinen’s, Whole are not focus on a takeout Foods Market, Miles packaging experience in a Farmers Market and Giant grocery store. Therefore, Eagle Supermarket. the 5 Questions Online 20 people in the age range Survey was conducted of 20 to 55 were selected as to focus on their grocery participants because of their store takeout packaging emotional connection with experiences. takeout experiences.

NEXT: FRAME INSIGHTS

EXPLORE CONCEPTS

KNOW PEOPLE

FIELD VISIT

Observations classify the people into two broad groups based on their habits: those who make planned purchases and those who make unplanned purchases.

NEXT: FRAME INSIGHTS

EXPLORE CONCEPTS

FRAME INSIGHTS

ONLINE SURVEY: QUANTITATIVE DATA

How often do you purchase a prepared What kind of food are you most likely to purchase Overall, are you satisfed, dissatisfed, or neither satisfed meal from a grocery store? a prepared meal from a grocery store nor dissatisfed with the current prepared meal packaging from a grocery store?

NEXT: EXPLORE CONCEPTS

FRAME SOLUTIONS

FRAME INSIGHTS

USER RESPONSE ANALYSIS: QUALITATIVE DATA

5Q Healthy food Vegan Quality Freshness Taste Clean Safety Environment friendly Recycle Reuse Convenience Easy to throw away Function Visual Appealing Minimal Environment unfriendly Unsafety Better visual appealing Wrecking Messy More quality More function Cannot reheat Boring Better branding Data show that investing A D the case of quality, function E J and emotion in takeout K L packaging is the most M N impactful action to improve O P consumer satisfaction. R S T Note V W Primary X Secondary Y Tertiary AA quaternary

18-Quality 6-Green 16-Function 9-Visual 4-Green 4-Visual12-Quality 5-Function 5-Emotion Preference Need to improve

NEXT: EXPLORE CONCEPTS

FRAME SOLUTIONS

FRAME INSIGHTS

OBSERVATIONS TO INSIGHTS

• Stacking • Containing • Printed information • Transparency

NEXT: EXPLORE CONCEPTS

FRAME SOLUTIONS

EXPLORE CONCEPTS

A VALUE HYPOTHESIS Based on fndings from earlier modes, this research targeted grocery takeout consumers who need more creative takeout packaging focused on the quality, function and emotion improvement. Three possible ideas describes the intended value of new oferings, including redesigning an existing label, enhancing takeout consuming experience to an existing packaging, and a new takeout packaging.

NEXT: FRAME SOLUTIONS

REALIZE OFFERINGS

EXPLORE CONCEPTS FOOD FOOD INVENTORYINVENTORY

W:12” W:12” L: 5” L: 5” H: 2.5” H: 2.5”

SUB 12” SUB 12” FOOD INVENTORY

FOOD FOODFOOD FOOD FOOD FOOD FOOD FOOD INVENTORY INVENTORYINVENTORYINVENTORY INVENTORYINVENTORY INVENTORYINVENTORY

Sandwiches* Sandwiches*Salad* Salad* Entree* Entree* W: 5.5” W: 5.5” W: 5.625” W: 5.625”32OZ 32OZ W: 8” W: 8” L: 5.5” L: 5.5” W: 14” W: 14” L: 5.625” L: 5.625” W: 7.5” W: 7.5” L: 6.5” L: 6.5” H: 2.5” H: 2.5” L: 14” L: 14” H: 2.5” H: 2.5” L: 7.5” L: 7.5” H: 2.5” H: 2.5” H: 1.5” H: 1.5” H: 2” H: 2” Sandwich Sandwich Soup (S) Soup (S) Pizza Pizza 12OZ 12OZ Salad Salad W: 5” W: 5” L: 5” L: 5” H: 2” H: 2”

Pizza Pizza Sushi* Sushi* 12” 12” W: 8.5” W: 8.5” L: 5.5” L: 5.5” H: 1.5” H: 1.5” Sub 8” Sub 8” W: 8” W: 8” L: 3” L: 3” H: 2.5” H: 2.5” W: 7.5” W: 7.5” L: 7.5” L: 7.5” H: 2.5” H: 2.5”

Entree Entree Soup (L) Soup (L) Sushi Sushi Soup* Soup* W:4.5” W:4.5” L: 4.5” L: 4.5” Sub 12” Sub 12” H: 2” H: 2” W: 12” W: 12” SIZE L: 4.75” L: 4.75” 18 ounce 18 ounce H: 2.5” H: 2.5” W: 6.5” W: 6.5” L: 6.5” L: 6.5” 5.5 X 5.5 X 2.5 INCHES H: 2” H: 2” 7.5 X 7.5 X 2.5 INCHES

* Vegetarian available * Vegetarian* Vegetarianavailable available* Vegetarian available * Vegetarian available* Vegetarian available 14 X 14 X 2.5 INCHES

NEXT: FRAME SOLUTIONS

REALIZE OFFERINGS

EXPLORE CONCEPTS

CONCEPT PROTOTYPES

PROTOTYPE A PROTOTYPE B PROTOTYPE C Redesign a label Enhancing user experience A new packaging

NEXT: FRAME SOLUTIONS

REALIZE OFFERINGS

FRAME SOLUTIONS

SOLUTION PROTOTYPES

PROTOTYPE D PROTOTYPE E A refnement of Prototype B A refnement of Prototype C

In a nutshell, the reviews on both of the Concept Prototype review sessions and the Solution Prototype review session proved that the quality, function, emotion and transparency are the most impactful factors afecting decision making in purchasing a grocery takeout food.

NEXT: REALIZE OFFERINGS

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