design development
project EATSDESIGNED BYA RA CHO, MIN SEON PARK
WRITTEN BYSTACEY PARK, TIFFANY HEISLER
CONTRIBUTED BYA RA CHO, DESTANY NURSE, MIN SEON PARK, STACEY PARK, TIFFANY HEISLER
Five Faces of Design Development Process
Tiffany Heisler | D+MClass of 2012
A Ra Cho | D+MClass of 2011
Stacy Park | D+MClass of 2012
Destany Nurse | D+MClass of 2012
Min Seon Park | D+MClass of 2011
Def_Design Development
The need for 21st century mindsets and protocols has sparked interest in design development.process for in-novation. That is a humancentered, prototype driven process for the exploration of new ideas that can be applied to operations, products, services, and strategies. Design processes unfold from many perspectives, develop-ing the insight required to recognize critical junctures that offer opportunities for increasing both creativity and efficiency. Special attention will be given to the use of iteration and prototyping as a means of generating the knowledge that is required to successfully manage risk without stifling innovation. - PUDM 3303 | Spring 2011 Design Development
UNDERSTAND
OBSERVE
POINT
OF VIEW
IDEATE
PROTOTYPE
TEST
EXECUTEEXECUTE
The 6 building blocks
TEST
UNDERSTAND
PROTOTYPEOBSERVE
IDEATE
POINT OF VIEW
Understanding is the first phase of the design thinking process. During this phase, we immerse ourselves in learning. Talking experts and conducting research helps to de-velop a background knowledge.
We become keen people watch-ers in the observation phase of the design thinking process. Not only we watch how people interact and behave, we also observe the physical spaces and places of the surroundings. The understanding and observation phases of design thinking help us develop a sense of empathy.
Ideating is a critical component of design development process. No idea is to far-fetched and no one’s ideas are rejected. Ideating is all about creativity, fun, wishful think-ers and dreamers.
Prototyping is a rough and rapid portion of the design process. A prototype can be a sketch, model, or a cardboard box. It is a way to convey an idea quickly.
Testing is part of an iterative process that provides us with feedback. The purpose of test-ing is to learn what works and what doesn’t, and then iterate. This means going back to your prototype and modifying it based
In this phase, we become aware of peoples’ needs and develop-ing insights. We come up with a statement: user + need + in-sight, that includes how to make changes that will have an impact on peoples’ experiences.
Changed direction of plan Marketing plan Logo redesign Authenticity Seal Mkting to restaurants
EATS visits Parsons Introduced scenario
Approached the rat problem Research of methodsApproached the logisitcs of space Interviewed farmer Research
Visited the Community Center Met the kids Saw the siteLearned the neighborbood
Made a map
Visited the Community Center Psychogeographical map Kids visited the site Food truck idea
Food truck plan scrapped New cart idea
Research food truck infoCalendar mock-upsGumball washing station
Teachers meeting w EATS Calendar concept redirected Gumball concept redirected
Visited the Community Center Cart brainstorm Takehome surveys
SKYPE meeting Cart sketches Site sketches Bubblegum ideas Recipe card idea
Food cart Container ideasBubblegum concept Gallery space on siteRecipe cards Include diverse info
Prototype site and containerResearch container ideasResearch container logisticsAdditional recipe card research
Prototype editsRedisigned logo
Recipe card prototype Developed overall theme
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3
4
5
67
8
Visited the Community Center and the senior center
Model feedback
9
from analyzing and brainstorming to prototyping and research to testing to reiteration back to brainstorming- a process of design development.
Feedback from EATS
Visited the Communityand the senior centerModel feedbackFeedback from EATS
Understand
Understand
Who is EATS?EATS is an urban agriculture project creating community-operated 4-season farms and food distribution systems in working class communities. EATS mission is to make community based food production & distribution a viable food, health & economic strategy for urban areas.
UNDERSTAND
Who is involved?The primary actors are the EATS organization as our immediate partners/clients, the community as our users, and Frederick Douglas Housing as our partners. The community is largely comprised of the youth and seniors, who we had the opportunity to spend time with and learn from. We had periodic visits at the FDH community center. There, we had discussions and activities with a group of middle-school students, ranging from 12 to 15. From these visits, we gained insights that would help us develop our project goals. We also met and spoke with the EATS team, Linda and Jon, and received feedback and suggestions that further helped our project goal.
UNDERSTAND
Observe
Observe
First VisitFDH Community CenterThe FDH community center helps children in poverty to succeed and thrive. They do this by providing comprehensive supports to children and their families in targeted high-needs New York City neighborhoods. It supports children to graduate high school, move on to college or ca-reers, and become successful citizens. With the afterschool program provided by the community center, the children enter a portal where their academic, social, cultural, health and recreational needs can be met. - Children’s Aid Society-
UNDERSTAND
West Side HS
Trinity Lutheran Church of Manhattan
FDH Community Center
Whole FoodsAssociated Supermarket
Associated Supermarket
PS 163
PS 145
YMCA
Senior Center
Tennis Court
St Michael Episcopal Church
Frederick Douglas Housing The Bridge Park
West House DC Clean Ex
Broadway Exterminating
Mike’s Express Extermination
W 104th St
W 100th St
W 106th St Duke Ellington Blvd
W 97th St
W 96th St
W 102nd St
Broa
dway
Amst
erda
m
Colu
mbu
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Maa
nhat
tan
Ave
Cent
ral P
ark W
est
We visited the community center as a whole group with Jon and Jessica. During the visit, we introduced ourselves and what we do as Design and Management students. The kids learned about the EATS project and although they expressed doubt and dislike for vegetables, they were also excited to be involved in the project. After meeting the kids, we saw the abandoned tennis court for ourselves which helped us with visualizing the possibilities for EATS.
We interviewed a farmer- develop a cash crop (grow and sell a lot of what we know we can), grow things that can easily grow in shade such as mint, which can also bring in extra income. is the abandoned tennis court on FDH property, which has not been properly used since the 1980’s and is currently used as a dog run.
OBSERVE
Stopped using the tennis court since the 1980’s
Rat Problem
Economy ofspace
Packaging
WashingStation
Authenticity as neighborhood identityMarket
Space
Problems and NeedsEATS presented us with a list of problems and needs that organization was facing
Lack of awareness
MarketingPlan
Incorporation of art projects in the plots Dislike
vegetables
Second VisitPsycho-geographical mapping activity: we wanted to get to know the kids’ interests, general daily routines and patterns, and any information that may help us define our goal. Insights- Fun and fast food stand out most to the kids. They enjoy places to ‘hang.’ We also had a Dream Meal and What I Ate Today activity planned, but time was limited, so we pushed those activities back for another visit. The kids also visited the abandoned tennis courts. It was hard for them to imagine the courts as a transformed space, but it excited them more about the farm. -> Excited about selling vegetables
Food Truck: From speaking with Jon and surveying the community again, the food truck idea was conceived. What if there was a truck, something that is mobile and accessible to customers, that covered the neighborhood, being closer to everyone and gaining exposure to potential users?
OBSERVE
The kids really loved Dunkin Donuts. Kids pass by the tennis court everyday.
Ideate
Ideate
First Project Goals
To develop two marketing plans:
One, to make vegetables more appealing to the kids and the community
Two, to establish EATS as a legitimate organization that will lead to relationships with restaurant clients.
IDEATE
Point of View
Point of View
Research_Food TruckStart-Up/Operating Costs: Costs include: truck permit acquisition supplies security insurance truck storage. (Truck parking may not seem like an expense but the Dept. of Health requires all trucks to be stored and maintained at a food truck commissary, where you pay rent for things like access to clean water, and refrigeration.) *The less your truck does, the cheaper it is. Treats Truck (bakes off premises) had a start up cost of $80,000. *High volume and excellent margins can be a reality for trucks. For a profit margin estimated to be over 50 percent, as compared to a good restaurant where the margins aren’t greater than 10 percent usually.
Permits: A Mobile Food Vendor License (for you) -Paperwork and some classes A Mobile Food Vending Unit Permit (For the truck) -Permits distributed via lotteries. You can get an exception from the Parks Department or a hospital to operate on their premises. A complex and loopholed process. Can buy a permit illegally for $5,000-$20,000 or partner with an existing license holder for cash and a portion of profit (go to food truck commissary) Something like a dozen permits be-come available every year, and it takes year just to get on the waiting list. YEARS. In other words, not a single new gourmet truck that has launched in New York in the past 3 years got their permits directly from the city of New York. They bought them from somebody who already owned the permit (i.e. on the black market). Now, whether or not there are loopholes in the law that make that practice technically “legal” who is to say. But know that if you want to start to food truck in New York City, “following New York’s licensing and permit requirements to the letter” is practically impossible. Do not need to be permit holder to work the truck
The Truck: Food trucks budget on average $75,000-$100,000
POINT OF VIEW
Food truck idea ended up not being practical for EATS at this timeIt was on the right track, but it required more brainstorming and research
New Agenda- Food cart: sketching and research- Calendar: An EATS product for the community that will keep families and individuals in touch with the vegetables, the farm, and the seasons. - Washing Station: brainstorm and sketch of gumball machine concept
IDEATE
Sketches_Food Cart
Calendar Mock-up
Gumball Machine Concept
Storage of rain water
Bags
Table placement
Open/Close Flap
BUBBLE GUM MACHINE DESIGN
RAIN WATER
Vegatables
Napkin dispendser
Turn latch
Re-usea rain water in bin for plants
The Gumball machine was a great idea but not practical. It was essential to keep with the fun and exciting aspect of the gumball machine and ap-ply to another idea.
Jessica and Emily’s meeting with EATSCalendar idea questionedHow relevant and useful is a calendar? Is there some other form of promotional material to keep in touch with the market customers? - interested in establishing each farm first as the place of market business, before going mobile. How can we make a cart that will inspire people to visit the farm?
Gumball machine concept really great but does not necessarily have to be embodied in a functioning machine. How can we incorporate the fun, interactive, playful spirit of a gumball machine into our project?
POINT OF VIEW
Third VisitHad a discussion about vegetable and brainstorm for food cart ideas.
Insights- doing only drawing activities can be limiting, does not include the boys in the conversation. Kids are also excited about the marketplace idea, but are getting bored just talking about it.
POINT OF VIEW
Finalized Project Brief To promote food systems that support improved nutrition and public health, and increase access for all to safe and whole-some food. By collaborating with the middle school students at the FDH Community Center, our mission is to embed a healthy lifestyle and bring an action-oriented membership body. The farm site will be launched with resources a commu-nity already has, in this particular project, th rrounds the neighborhood in Upper West Side. The community distributes the food to itself at a price that makes it possible for everyone to eat healthy.
Another facet of our marketing strategy is a simple recipe card communicating, and promoting the use of the specified vegetable grown on the site by EATS. Not only would this be an educational tool, but it will also keep the customer in touch with the growing season, and the EATS operation.
We also would like to incorporate an interactive element that attracts the kids of the community to be involved through selling and buying the vegetables, by displaying the Design Development process, and collaboration with the UWS Middle Schoolers along the perimeter of the garden. This will entail drawings, photographs, and other artwork.
Initially when designing a solution for the EATS garden marketplace, our group was given specifications from EATS listing internal and external areas that needed to be addressed. One of those areas was the request for a washing station for the vegetables before selling in the market. It was difficult for us to think of a way to make the process of washing the produce engaging, and fun for the children who would be involved in the process.
After some brainstorming, we thought of designing an apparatus that resembled a gumball machine, where the vegetables could be stored in the top “bubble” piece soaking in water, and through the turning of a knob at the bottom, the vegetables would move down a tube, and shoot out of the bottom. After some careful thought, and reasoning, we quickly realized this method was not technically possible, or efficient.
However, the gumball concept was something that had stuck from that point out, because the larger picture was about turning something considered monotonous, such as washing vegetables, into a fun activity. Through this though process of trial and error of the gumball prototype, sprouted the idea of creating a marketplace space for the community to not only shop for vegetables, but to recreationally spend their time.
The space designed includes seating, a gallery space for artwork, games, and handouts of recipe cards for produce in season with a colorful, playful design aesthetic that would appeal to all members of all ages in the community. The cen-tralized design focus of the marketplace is the vegetable cart which has retractable seating, a washing station, and clever display setups to accommodate the vegetables to shoppers. The integration of this cart was inspired by the Illy coffee pop up shops that are made from shipping containers. This option we found through much research is the most practical, and cost effective solution in creating a farmers market space.
IDEATE
Inspirations_Container box
From news articlesabout container houses
_Codesign with the kids
High schoolmemories: mural paintings for the school wall & candy shop
Sketch_Marketplace/Container Box
Keeping the fun aspect of the gumball machine, we created a exhibition area where photos of people involved would be hang-ing on the fences.
Visualization
These are the list of crops EATS will grow.The visual graph on the right will infrom the viewer with a clear projection of what crops will be available and what to expect.
EATS 2011 CROP AVAILABILITY
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Arugula Mid LateRoma Late LateEdamame Late LateBeets Mid MidBroccoli Mid MidCarrots Mid MidChard Late EarlyCollard Greens Late EarlyCucumbers Early MidEdible Flowers Late EarlyFennel LateHead Lettuce LateHerbs MidKale Late EarlyLettuce Mix Mid LateMesclun Mix Mid LateOkra EarlyPeppers Late EarlyRadish Medley Mid Mid Early LateSpinach Late Mid Late LateTurnips Mid Late Mid LateTomatoes Early MidZucchini Mid Early
Research_Container boxContainer Purchase Price ListDue to the nature of our business it is very difficult to quote pricing on a specific unit, therefore you will find a range of the prices that we are most likely to have if you call on any given day. Our actual inventory varies and we occasionally do have units that sell below and above the posted range.
Container Size Price 10 ft. Long x 8ft wide x 81/2 ft. height 10ft. 20 ft. Long x 8ft wide x 81/2 ft. height 20ft. 40 ft. Long x 8ft wide x 81/2 ft. height 40ft. 40 ft. Long x 8ft wide x 91/2 ft. height 40ft. 12 ft.-26 ft. Truck Bodies
Trucking CostsTrucking costs fluctuate based on the unit size and area.
$2,700 custom unit$1,500-$2,300 $1,200-$2,700$3,100 $600-$1,100
Prototype
Prototype
Monthly Recipe Cards
Calendar ideas + +
Dry OkraIngredients IngredientesOkra OkraOnion CebollaTomato TomateGreen Chili Verde ChileSalt SalRed Pepper Pimiento rojoOil for Fry Aceite para freír
1. Cut okra in very small piece2. Put oil in deep pan fry okra inoil until it look crispy not look black3. After it get crispy, put okra in separate pan 4. Put opinion, tomato, green chili, salt, red pepper on it5. Add 1 teaspoon oil in it and just mix on low heat just for 2 minutes
1. Corte de okra en parte muy pequeña2. Poner aceite en inoil okra profunda sartén hasta que se vea crujiente No mires negro3. Después de que queden crujientes, poner okra en sartén4. Ponga opinión, tomate, chile verde, sal, pimienta roja en él5. Añadir una cucharadita de aceite y mezclar en ella sólo a fuego lento durante 2 minutos solo
JUNVEGETABLE OF MONTH
Okra Early June - July
Marketplace
Container box forselling buying vegetables andtables and chairs for people to interact
Pictures displayed to show theprocess of how thestudents involved in the project
Try it !veggie of the month
Talk to me ! Chalkboard for people to leave comments
Color wheel for distributing recipe cards
Place for people to try some vegetables
Fourth VisitSampled vegetables
POINT OF VIEW
It’s not that most of the kids do not like vegetables- most of them don’t mind veg-etables- they just prefer fast food, burger, and bbq joints.
They like beingcreative- ripping upfrenchfries, mixingtheir own sauces,
Fifth VisitAsked them to make their own tennis court models
POINT OF VIEW
The kids liked our aooroch because they could hang out at the tennis court with neighbors.
Test
Test
Fifth VisitGot feedback on our prototype
“Colorfulness” The kids really
liked our model.
Logo Redesign
EVERYBODY
an active citizen project
EVERYBODY
an active citizen project
Kept the original layout of the logo
Changed colors and fonts
Feedback from EATS from Parsons VisitEATS visited our Design Development class for an informal critique towards the closing of the design process. Overall, the general outcome was very positive, as both Jon and Linda, and the farmer were enthusiastic about a playful, colorful mar-ketplace for the community to socialize the seniors, children, and adults.
EATS had a few minor issues with some aspects of the design, and expressed concern that most people would be un-informed about the existence of the marketplace, unless there was an aesthetic design element existing on the outside perimeter of the space to draw users in, which was something our group completely overlooked prior to the critique.
EATS was worried about the manner in which we planned on displaying the student’s artwork in the gallery, and stated they felt that if the work was displayed incorrectly and it could adversely affect the success of the marketplace for appear-ing unprofessional, and amateurish.
A thought from the farmer regarding the packaging for the vegetables themselves, and the inside of the vegetable cart that concluded how crucial they both were in attracting buyers.
Finally, the most important outcome from the EATS critique was receiving the dimensions of the garden space from the farmer, only to realize that our layout of the marketplace was no longer relevant because of space constraints due to not enough open space for a community marketplace within the original tennis court. For this, after re-working various op-tions, one of our solutions is for EATS to eliminate some of the space for the beds to open more room for the marketplace.
POINT OF VIEW
Think about how we will be able to attract the com-munity outside of the ten-nis court. Attract people outside the fence and get the whole community to know that it’s for everyone
Incorporate the fun and playful aspect into our de-signs but at the same time make it look serious as well as very profressional
Think deeper on how the inside of the container will be designed to attract peo-ple to buy the vegetables.
Senior Center VisitAs part of a research, we felt that interviewing and meeting the seniors from the SDH Community Center was necessary in order to understand their market segment, and include design features that would appeal to them as well as the rest of the community.
The outcome from our visit was overall very helpful for us in tapping into areas we were not aware of previously about the seniors and their enthusiasm for art, and feeling a part of their community.
Many of them expressed interest in contributing to the farming of the garden, getting their work displayed in the gallery space, and their desire for things like games, an area for dogs, shaded areas, music, and a BBQ grill to be integrated into the space. ‘When asked what the most important thing about buying produce was, the majority of them said price and freshness.
POINT OF VIEW
Add seating areas for the seniors to feel comfortable under the shading area so that they will be able to times with the neighbors by doring outdoor activities together.
Seniors liked our ideas and excited tobuy freshly grownvegatables.
They would like their craft to be displayed instead of their photos.
Color Wheel
JUNVEGETABLE OF MONTH
OkraEarly June - July
JUNVEGETABLE OF MONTH
OkraEarly June - July
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LE OF M
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Okra
Early June - July
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Okra
Early June - July
JUNVEGETABLE OF MONTH
OkraEarly June - July
JUNVEGETABLE OF MONTH
OkraEarly June - July
JUN
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Okr
aEa
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July
JUNVEGETABLE OF MONTH
Okra Early June - July
JUN
VEGETABLE OF MONTH
OkraEarly
June - J
uly
JUN
VEG
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Okr
aEa
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July
JUN
VEGETABLE OF M
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OkraEarly
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JUN VEGETABLE OF MONTH OkraEarly June - July
By turning this color wheel, they would be able to get a monthly receipe card with nutritional information as well as simple receipes with the vegetables they purchase at the container shop. .
Paintings for container box
To add seriousness and professionalism on the outer appearance of the container box, our members brain-stormed ideas of putting vegetable paintings around the container box.
REA
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VEGETALBES
TRY
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LACE
CASH
IERCH
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D&
INFO
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Container Box
Inside For ready to eat
For ready to eat Tables and chairs with shades
Marketplace layoutCurrent plan
New Plan
Marketplace Final Prototype
Jessica Corr, Emily MossLinda Goode Bryant, Jon Wilson, August JonesMiss Stephanie, Ms. Raspberry, FDH Community Center, Senior Center
special thanks to