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 By 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 iv 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 v 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