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Tesi di laurea Corso di laurea specialistica o magistrale in

Titolo tesi di laurea

Cognome e nome

Matricola n.

Anno accademico

Relatore Firma

Correlatore Firma

Sessione di laurea

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FoodboardEsplora il frigo

StudenteLuca Murgia

RelatoreDavide Rocchesso

Data di laureaAprile 2013

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Abstract

Foodboard is a way to explore what we eat. A mobile network made to exchan-ge opinions about what is healthy and what is not, in order to clear up doubts about daily nutrition.

The information exchange is made up by discussions between users and ex-perts, focusing on a particular ingredient, leaving comments as questions and answers on a topic. Expert users have roles, to give oriented opinions: they are Doctors, Sweeties, and Grandpas. The consequence of the discussion is the assignment of a role to the topic ingredient.

All the ingredients are available to be added to a shopping list. This way users get an overview of what they eat. The result of their shopping will define their role, their nutrition style. It does represent a diet with three, different, unusual points of view. As a diet, it tells more about common daily routine and less about duties and silhouette. It represents also a conversation between people who are interested in being healthy. And as a conversation, it represents a way to exchange focused opinions on what we eat daily.

Video link: http://vimeo.com/brighthomestudio/foodboardMore on: http://www.lucamurgia.it

Foodboard è un modo per esplorare il nostro frigo. Si tratta di un network mobile progettato per lo scambio di opinioni sulla dieta giornaliera, cosa fa bene, cosa fa male.

Lo scambio di opinioni avviene per mezzo di Discussioni tra utenti base ed utenti esperti. La discussione verte su un particolare ingrediente, e si svolge tramite domande e risposte sotto forma di commento.

Gli utenti esperti hanno un ruolo: Dottore, Goloso o Nonno. L’obiettivo della discussione, è l’attribuzione di uno dei tre ruoli, all’ingrediente.

Tutti gli ingredienti sono presenti nella sezione Liste. In questo modo gli utenti ottengono una visione dell’insieme di ciò che mangiano. Il risultato dei loro acquisti definirà la loro dieta, il loro carattere alimentare. In questo senso, Foodboard rappresenta una dieta vista da tre differenti e divertenti punti di vista.

Foodboard è una dieta che ha più da dire proposito della routine giornaliera, e meno a proposito di doveri e silhouette. E’ una conversazione tra persone alle quali interessa mangiare sano e bene, ogni giorno.

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Index

0. Introduction

1. Research Chapter

1.1. Health care

1.2. Food choices criteria

1.2.1 Availability of information

1.2.2 The name of the things

1.2.3 The look

1.2.4 The fear of being poisoned

1.3. The Health Business

1.3.1 The Answers to the Criteria

1.3.2 The Health Business of today

1.3.3 What’s (really) unhealthy?

2. Design Development

2.1. Personas and scenarios

2.1.1 Personas definition

2.1.2 Telling the scenarios

2.2. The starting point

2.3. The information

2.3.1 Clearing up the information type

2.3.2 Making the information relevant

2.3.3 Making the information fun

2.3.4 Making the information useful

2.4. The app

2.4.1 Structure

2.4.2 The network

2.4.3 The role as entertainment

2.4.4 Making the UI

2.4.5 Approaching the UI

3. Final Design

3.1. Foodboard, the app

3.2. Foodboard, the structure

3.2.1 Discussions

3.2.2 Stats

3.2.3. List

3.3. Foodboard, the feelings

4. Conclusions

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0. Introduction

I was born in Carbonia, a small city in the south-east of Sardinia, where the country is deeply involved in the family life-style. When I first moved from Carbonia to Venice, I changed habits connected to the countryside: no more home grown vegetables, no more home grown animals, no more. On the other hand I discovered the mall: very comfortable, wide assortment of products, very satisfying for the amount of products that could be purchased in one time. And it has been mainly my choice: jumping from a life style to another. Now my diet and my shopping seem to be softly balanced between the mall and the small shops. But it has been not that easy.

Foodboard comes from the need to understand what is on the table.

During the project phases, I firstly started looking for existing answers. I found out many different points of view. Some of them were strictly related to indisposition or diseases. Others were pure entertainment. And most of the rest were a mixture of misunderstood science, convinctions and biases.Since my first aim was to clear up doubts, I have been working hard to choose which kind of information transmit to the user. Then I tried to sort out all the collected information to extract a good communication field to work on.

Then I passed to design an application to be shared through a range of very different age and type of people. This drove me to use less brand and more text, and design a browsing system which could avoid the user to get lost. The same reason made me think it was a good idea to get inspired by the strict rules of old school forums on the web.

In order to define the final project, I decided to melt this strictness with the entertaining feeling of the contemporary screen apps.

During most of the phases, I have been working keeping constantly in mind a few questions. Some of them got satisfying answers. Some of them turned into concept and then into section of the app.

What is the mall experience? How does it work? How to choose products into the mall? How to rationalise my mall experience? Why many discount are frequently empty, meanwhile malls are constantly crowded? What do people know about the food they buy?

And the main question behind the project is: what’s (really) unhealthy?

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1. Research chapter

What’s (really) unhealthy?Comparison between lifestyles.

Application for smartphone and tablet pc dedicated to the food and eating domain. It treats the relationship between customers and the profit of the well-being market. The app provides comparisons between myths that belong to the nutrition domain. It also compares stereotypes to behaviors, good ones and bad ones, related to the same domain. Later it organizes stereotypes and behaviors in harmful levels. The harmful levels also include behaviors that are not strictly connected to nutrition, but are still unhealthy, like smoking. The aim of the app is to make the user aware of the stereotypes, in an unserious interactive environment.

An active way to compare different behaviors related to food, in terms of health.

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1. Health care

The relationship between us and our health is complicated, and strictly related to our culture, geographic area and life style. During the last decades, western countries went deeply into the Health Business, which introduced massive advertisement, storytelling and marketing strategies, also for food.

Today, the purchase of any type of food is an adventure through tens of choi-ces, tens of different breakfast cereal types, tens of cookie brands, driven by tens of little trends, but mostly belonging to the big Health Business.

In the relationship with our own health, we make continuous comparisons between lifestyles - which are frequently strictly influenced by our society standard; evaluating the information we have - and in some cases we need to look for more information, then we choose the product.

2. Food choices criteria

So, in the act to decide if this or that food is healthy enough, we could use different criteria.

Fishermen living on the south-east of Sardinia, in a small town of a thousand inhabitants, still use rough methods to check the quality of the fish. They are mostly interested in their authenticity, given by the provenience, the condition of the body and, most important, the taste.

Most of us live in cities with a new center: the mall. Our choices are consequently driven by different priorities. For example, the packaging: how much this product stands out against its competitors? We will notice it first. The ingredients: only for experts, the act to check the label behind the food, and read the ingredient list, ordered from the most present (in perceptual) to the less. The cooking difficulty: how much do I have to work before eating? And, the last and most important point, how much does it care about my silhouette? How much fat, protein, amid, fibre, carbohydrate does it contain?

Examples of supermarket shel-

ves. Many different colors, many

different shapes, and many

different types often result into

noise.

http://goo.gl/Zaeo2

http://goo.gl/0fcof

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2.1 Availability of information

The time we are living is made by data. We simply can get all of them, they are too much. So we establish priorities. And since eating it is a big priority, information related to food become naturally a priority too. The availability of food-related information is different from country to country. In this argument we will investigate Italy, both by experience and data.

2.2 The name of things

Our choice is strictly related to the group of product we are browsing.

In 2008, Nutella, famous italian chocolate cream brand, published a compe-tition. The call was for italian design schools, the aim was to find new ways to eat the cream with fruit. Students had to follow strict rules in designing: could not design inside the packaging, could not heat the cream, could not turn upside down the can, and so on. Nutella wanted to enter the health market. Why? Nutella was born as a chocolate cream with an identity characterized by the affection and addiction.

People started to consider it as part of the italian families, it entered our me-nus like pasta. Then they moved to the sport target, being the official sponsor of the Italian Soccer Team. Then, aware of the Nutella recipe (made of butter, nuts and chocolate), they did not want to loose their place in our shelves, and decided to enter the health business.

Nutella has been for years a

famous italian chocolate brand.

It is a good example of how to

change target without changing

the product inside the can.

http://goo.gl/75Bme

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The most important fact is that Nutella recipe never changed. The shelve in the mall, the advertisements on tv, and probably our feeling while watching the can on the shelve, these parameters changed. But the ingredients of the official recipe did not.

So, if I am looking for a pack of healthy snacks, I will find Nutella between them. I honestly do not know if Nutella is unhealthy (and this argument is not about it), I surely know that it only changed the name, and consequently the group of belonging, as a product.

2.3 The look

Some people are attracted by those big corridors, where they are surrounded by tall walls made of products. They feel the variety as richness of chances, and during the process of purchasing, they do enjoy. For some of them, the launch of a new product represent an event, a brand new road to go. Some people have the habit to try all the product of the same kind: they try all the choco-lates, all the snacks, all the juices. And normally they live the mall in a fully comfortable way, it is their place.

For some other people, things are slightly different. The variety of choices ma-kes them powerless. They face the product wall trying to bring home a product that is the result of a difficult thinking, putting together the needs, the ingre-dients, the price, and most important, their personality. So the choice includes biases, general knowledge, phobias and many things more. For these people, the trip through the corridors of the mall is not so comfortable, they do not enjoy, they just fight.

Just for a moment, let’s skip the argument about junkie-food, the phenomenon that in the latest decades brought in our markets frozen food of any genre, fast food, vacuum packed meet and fish and more - (this phenomenon has clearly landed in our country, but except for some cities, we cannot really say we can-not afford, provide, and cook fresh food) - it is an argument that is so easy to blame, that is not so useful.

Another supermarket corridor.

http://goo.gl/9S3IP

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Let’s enter the mall instead, and let’s look for breakfast cereals. In my opinion, the breakfast area is the most suggestive, because it is made by boxes, so that we can watch a big, flat, picture. The colors of the images are softly brown, with pale sky blue around, and most of them have names related to the slimness, with little caption related to the health. Slimness - Health - Breakfast.

It does not really matter the order, this formula works: Breakfast - Health - Slim-ness, Health - Breakfast - Slimness, and so on. The message is very clear. One criterion is certainly the look.

For these people, it takes a long time to choose the food. For these people, choosing is a big effort, against their wishes, against their fears. In most of the cases, the idea behind them sounds like: ‘how will I look?’ more than ‘how am I going to feel’ or ‘what am I going to eat ‘, or ‘is this really important for my health?’. These alternative questions are very important for the next topics.

2.4 The fear of being poisoned

Another common criterion is the fear to be poisoned by food. Massimo Recalcati, nutrition psychologist, writes about the relationship between us and our health: “Nell’attualità ipermoderna il discorso delle cure appare sempre più vincolato alla logica disumana della quantificazione: grafici, scale, dati statistici, costanti biologiche, diagrammi computerizzati occupano la scena svuotandola della dimensione etica della parola” (L’uomo senza inconscio, Figure della nuova clinica psicoanalitica, Massimo Recalcati, Raffaello Coltrina 2010).

The first argument of Mr. Recalcati is that we trust data. It can be easily shown with an example: eve-rybody have heard or said, at least once, the formu-la ‘scientifically proved’. It is part of our language, by this time. We know the meaning: a quite assured theory, proved by experiments and considered strong, during the years, because nobody develo-ped a better one that falsifies it. Unfortunately, in the everyday life, the usual meaning is closer to: ‘a strong knowledge that you’d better go home and check wikipedia before you answer ‘.

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We trust so much data, that we do not even read them! We trust Nutella, since we found it in the ‘healthy products’ shelve. We trust data, because we are sur-rounded by scientific applications (not theories). In fact, the second argument of Mr. Recalcati is that we do not really care about this or that value, the things we are asking to the data are slightly different, we are asking for safety, for company, for assurance. We do not have the knowledge to really understand and compare different recipes of different products, for all the food we buy, for all the meals we do. If our fear to be poisoned is justified because of the variety, our solution to the problem, checking obsessively the labels, is not.

3.0 The health business

The health business is a market of food, based on the same rules as a usual business: it creates a need, and then it provides the offer. The most profitable ways are Look and Assurance. The best medium at the moment is ‘scientific data’, together with the usual advertisement bombing.

About the customers: on one side, we have to eat. Some people like it and do it regularly, some people do not like it at all, but they have to.

On the other side, we have to care about our health, especially in our food choices. But frequently, our own priorities are different from our friends’ ones, our criteria of comparison of unhealthy behaviors in food are totally unbalan-ced. So much that sometimes we consider eating as ‘the thing’, ignoring other more damaging behaviors.

So much that we deeply dive into the Health Business, choosing between products that are probably that similar, that we will not notice any difference. So much that we buy books that dramatically say we are going to change our genetic code. So much that we clutch at the data label, persuaded to be able to measure our well-being by grams of this and grams of that, increasing our anxiety with no tangible result on our figure.

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3.1 The answers to the criteria

In the point 2.2, we have Name as criterion for Health.In the point 2.3, we have Health as criterion for Look.In the point 2.4, we have Health as criterion for Assurance.

In the Health Business, we can buy products that answer to all these criteria.

Diet guides are one of the biggest example. Until the boom of the internet, they were books; now they turned into pdf, websites and apps. The structure is similar: an introduction, the analysis of a behavior, a new food calendar, and some glossaries, of food, and behaviors. Actually, the most famous diet book is named Dukan Diet, by Pierre Dukan, a French nutritionist and medical doctor, radiated from the French Boards of Medicine. The book shows up a sticker with the sentence: ‘the diet that made lose weight to 20 million people’. It is availa-ble in paper, e-books, interactive websites, smartphone and tablet app.

Before Pierre Dukan, in the 90’s, Barry Sears provided the Zone Diet, paper only, at that time. On the cover, you can read a short list of the features of the book, the second is: ‘ riprogrammare il tuo codice genetico’ (Come raggiungere la zone, Barry Sears con Bill Lawren, Sperling Paperback 2000, cover). The-se books seem to work, or at least, this is what their success suggests. They contain both very useful and totally useless information. They go by the trends, relating to the location, the season, the usual rules of a business.

Pierre Dukan, French nutritionist

and medical doctor, famous for

his Dukan Diet.

http://goo.gl/WCuFZ

Barry Sears, American nutritio-

nist which become famous in

the 90s for his Zone Diet

http://goo.gl/NjgXc

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3.2 The health business of today

How does the health market answer to the health market? What is the actual situation around?

First of all, Apple App Store has two categories named Medicine and Health and Well-being. The most downloaded app in those sections is named Fertility, and it is a menstruation calendar. Some apps later we find a thermometer app, and some list of medicines. Then, in the list of highlights, we have a few apps about diet (1).

The ones that are pretty close to the application I am going to design are:

· 1000+ Health tips

Screenshot of the result of a

research on iTunes store about

what are the most downloa-

ded apps around the keyword

‘health’.

1000+ Heath tips is an app that

gives advices about various

topics, randomly.

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· Digestive disorder

· Food meter

Digestive Disorder lists problem

of digestion, organized by

ingredients.

Food Meter gives feedback on

your meal, fatness/slimness

oriented.

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· Is my food safe?

We can notice that they clearly belong to the categories we have listed in part 2. The first gives hundreds of health tips. It does not care about the context, the country, just about general tips that are supposed to be valid everywhere, every time. Digestive Disorder is an answer to the usual digestive problems. So that you can check, before eating, how you are going to digest later. Food Meter is a sort of network where you can scan the food to measure how much it is healthy, and also find healthy restaurants. Is my food safe? is an app that asks you one by one the ingredients of your meal (with a certain order) to let you know how healthy is the food you are going to eat. Then you have also the feature to ask an expert to tell you more.

Another thing we can notice, is that none of them makes comparisons, and none of them makes connection with behaviors. All of these applications are pretty close to a diet guide, with different features and curiosities.

More competitors are provided into the Attachments section, at the end of the document.

Is my food safe is a nice appli-

cation which connects you to a

database of dangers related to

food.

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3.3 What’s (really) unhealthy?

So what’s really unhealthy? I would like to design an app that tries to offer a new point of view on the purchasing, consumption and choice. An ironic point of view, that makes comparisons between behaviors, good ones and bad ones. It will be based on simple levels, and not on fine scientific labels with very little characters telling data people will not understand at all. It will include compari-sons to the main behaviors related to food and appetite, like drugs addictions, tobacco and alcohol. And most important, it will be made in a way that won’t never be so serious, in order to embody an app style.

The aim of the app is to let people discover what they are really choosing, buying, eating, and to let them tell each other about it.

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2. Design development

1. Personas and scenarios

Through data collected by Yahoo Answers experiment, and a series of personal interviews, I defined personas. Reasons why people are interested in discus-sion on food were different, relating to age, status, life-style.

1.1 Personas definition

Mauro is 35 years old. He likes sports very much, and he makes a very rich breakfast. All of the food he buys is related to his passion. Since he’s italian, he likes to keep on with the tradition, so he can’t trust magazines, packaging or advertisements. Those solutions do not consider traditions at all. So he’s looking for an alternative.

Betta is a grandmother. She knows how to cook. But times changed and grandchildren are not sati-sfied anymore. They ask for the play-food they see on tv. She can’t say no (grandma style) but needs advices about what she is cooking.

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Consuelo is a 24 years old Erasmus student in Italy. She wants to eat the typical dishes she has been told before leaving Brazil. But how to do? Food is so different, and habits too. She needs help in terms of advices.

Marino is a 67 years old retired doctor. He has been cooking during all his life. Now he’s using Foodbo-ard to give advices about what’s really healthy!

Daniela is 40 and comes from the countryside. She moved to the city when she was 28. Despite her job is a full time, she never lost her cooking tradition. She’s now trying to teach her boyfriend’s nephews how to cook very good vegetarian plates, but they seem totally unaware of what they’re doing.

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1.2 Telling the scenarios

Discovering new diets.

Mauro entered a new diet, the Zone diet, the one for sportsman. This diet recommends a raw egg every morning, just before going jogging. He thinks this is disgusting and has doubts about how healthy it is. So he decides to look for advices on the internet. Most of the forums he browses provide very technical and sport-devoted solutions, like vitamins, nutritional supplements, very stran-ge eating times and other unusual habits. Furthermore, many of the products these websites provide are sold in pharmacies, and many others do not belong to actual season. Mauro is italian, he wants to keep on with italian traditions, he won’t give up eating traditionally. So he tries Foodboard, to build up his own diet starting from ingredients he knows, and getting many points of view, for the same ingredient.

Being a cool grandma.

Betta always wanted to be a cool grandma. She’s fortunately younger than other’s grandma, and she likes to be up-to-date with her grandchildren’s world. She knows about music, movies, the internet, but she’s not able to get the point about new generation’s food. She starts to use Foodboard to get infor-mation about how to cook healthy fast-food, in order to convince grandchildren that they can avoid to get 1 euro burgers. After a month, she’s using the app to understand what local people like. After six months, Foodboard made her expert. She follows mainly fast-food and new food questions.

Bringing back home cooking skills.

Consuelo is doing her Erasmus exchange in Italy. She’s from Brazil. She’s gonna stay nine months, and she has an aim: come back to Brazil with Italian cooking skills. Brazilian food tastes so different, that she needs a guide not to waste time discovering every single local habit. She gets in touch with Food-board at university, in a conversation with a friend. She is using it mostly when she’s at the supermarket and she need to know ‘what is this?’.

Helping people, to eat.

Marino has retired a few years ago, when he was 65. In order not to get bored, he decided to join the Foodboard crew when asked. His role is to give feedback to the people who want to know this and that thing about food. Everyday he decides to answer one or two threads requested, trying to read up and try as much as possible, to share a better opinion.

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Exploiting trends.

Daniela comes from a family which had and has a big cooking tradition. Some little towns into the countryside still keep on with ‘food handcraft’. Daniela is the person you won’t refuse the invite for a dinner. Thanks to her cooking skills, she became quite popular trough her boyfriend’s nephews. They’re all around 18 years old, and they’re all charmed by the vegetarian trend. Since they live in a city, she thinks it is a safe trend after all, and she’s trying to teach them taste-ful vegetarian plates. But these guys don’t know vegetables at all: they have no idea about the seasons, the tastes, the possibilities. They’re slowly reaching a basic level, and having fun. So she decided to join the Foodboard crew when realized that many teenagers grew up with no nature knowledge. She thinks Foodboard could help to build up a catalog of ‘what we’re eating’, in a more friendly way.

2. The starting point

The rest of this chapter is about the design work I have done in the latest mon-ths. Let’s summarize here the points I have been following:

- my aim was to design a mobile network which could help users to orient in the world of food, recognizing food lies, food biases and good food

- the key was the comparison: comparing a notoriously unhealthy thing with a bias about food, would clear up user’s doubts about what is worse

- making it mobile because I wanted the information to reach the user wherever he is, for example while shopping

- making the information from the screen an opportunity to start a real conver-sation

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The first step design was named Worried. Above all, Worried was designed to make comparisons between worries. All of us have worries about food, biases we don’t even pay attention to, we simply behave that way. Or, in some cases, we recognize and we get rid of them. Worried starts from a basic knowledge of your daily activity (job,workplace, home) and habits (food shops, favorite recipes, addictions, unhealthy behaviors).

It tries to notify you common biases about food, giving you the chance to com-pare them with your own life style.

In this example, I’m a designer working everyday on my desk for the whole week. At lunchtime I usually go to a small bar where I take a ‘tramezzino’ and a glass of water.

Worried knows it is lunchtime for me, and it searches the tags ‘lunch’, getting a group of biases. Then it compares them with my lifestyle.

My phone rings like a call and I’m forced to take it and have a look to it. It asks if I’m worried about sparkly water (there’s a bias about if you browse the net, many people are worried about how unhealthy is sparkly water). I can press the close button, or compare.

First wireframe app: Worried.

The idea was to build up a

database of lies about food, and

compare them with the real life.

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Pressing compare I get ‘the rest’ I am not considering at all.

This way I get a global view of my health, both if I’m worried or not about water. Maybe someone at my table do. And I can tell them, and start a discussion.

Sketches of what I imagined to

be the interface of Worried. Two

main colors, a third color for the

text, big buttons and one way

actions

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During this phase, the project slightly changed. The main problem was the in-formation type. The project was not convincing in the information it was provi-ding. Partly for the fact that this information was not believable. Partly because of the way it was notified to the user. Let’s explore point by point the changes.

Designing Worried, I started to

think how to build up the food

biases database, which does

not exist actually. A possible

answer I thought, was making

each app learning about new

food biases from the user

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3. The Information

3.1.Clearing up the information type

Original project was a double standard converter, it used to compare different behaviors from different fields. The trick was that one of the two behaviors was considered strongly unhealthy by common sense. So that, even if there is not any connection between the behaviors, we simply accept the comparison as the truth.

But many problems came out. First: where do I take this information? Is there any database of ‘biases’? Is there any database of ‘food lies’? And also, wor-king on double standard didn’t fit the information and the target I was working on. Why should people trust an app that is saying obvious things? Comparisons between everything and everything were a bit forced. The result was close to a ‘tips and tricks’ app.

Another problem was that the range of information was too big. From smoking to eating fresh fruit. The comparisons were still not convincing. The range of information was that big that I couldn’t make forecasts about what users could do with those information, or about the size of the database, or about the argu-ments included into the network after 6 months of adds.

Let’s see some examples. The first one shows up problem of content. The se-cond one shows up problems of form.

1) Eating frozen fish vs. Getting drunk every weekend.

Answered questions: after all, eating frozen fish, even if it’s considered ‘bad food’, it is definitely better than getting drunk every weekend. Non-answered questions: what do people say about it? What can people do with this ‘truth sentence’? Which is the scale to compare those biases? Why should they belie-ve it?

2) Eating a hundred nuts is better than Smoking.

Let’s have a look at the form of this comparison. In order to differentiate it from a boring medical verdict, it must show up in another form. Nobody like to read a wikipedia page without photos and explanations. Users want to see dra-wings, pictures and stories around the fact they are interested in. And prefera-bly they want to add the story by themselves.

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So I decided to constrain the field to food only, and leave people free to ex-press their doubts and opinions.

This way, Foodboard gives information about food. The form of this informa-tion is in the middle between two fields. The field of what’s healthy and what’s unhealthy, and the field of recipes. The first field is worldwide abused: from the internet to the packaging of many products, we can read opinions about single ingredients. Especially in the latest years, people started to get medical infor-mation from the internet. Some people really think they can get their diagnosis just looking up their symptoms on the net.

The second one is very known too, all of us use it to cook very good food and to get information on how to combine different ingredients. Some of those reci-pes websites give information about food trends, and sometimes they provide information on where and when to get this or that ingredient.

My aim was to connect people over food, and get their biases. With this kind of comparisons, it would have been too difficult to manage the communication, consequently loosing clearness on the whole app, especially for the older peo-ple. So, in order to get the biases anyway, I just designed a board about food. Users can write doubts and questions, and no biases or behavior is mentioned by the app.

Foodboard provides an information which is not overly simple, like good or bad, but not as complex as a recipe is.

3.2 Making the information relevant

A few words about who’s leading the communication: as we previously said, in the version of the app called Worried, the problem of validating the information was solved by ‘common sense’: Smoking vs. Eating nuts. In this case, ‘common sense’ makes you agree Smoking sigarettes is worse, and it allows you to trust the app’s communication. Common sense is leading the communication.

The new version introduces experts: users can submit questions to them, and here they lead the communication. So, Foodboard network is close to a form, where you can find a hierarchy made up by moderators and users. Meanwhile, this hierarchy makes the user trust the information from the app.

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3.3 Making the information fun

To make the app enjoyable and trustable, moderators have names and roles. Precisely, they are Grandpas, Doctors and Sweeties. The importance of gi-ving three roles commenting topics from their own point of view, it’s all about storytelling. This gives to the app a better feeling. You’re not browsing the app to discover how to avoid very bad diseases. You’re understanding the way you relate with food, comparing to the others.

3.3 Making the information useful

Also, in order to create an enjoyable user experience, I developed roles into the Stats page, where the user can decide which role he will impersonate in the future. Another important part of the application is the Shopping List. The shopping list is very useful for two reasons: the first reason is that it is the responsible of the network setup, as you can read later at 2.6.

The second reason: it is the connection between the app and non-expert user. When they open the app for the first time, the shopping list is something fami-liar. If they have to explain what the app do, they can start from the Shopping list.

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4.0 The App

4.1 The Structure

The app is made up by three parts. The Discussions, which is the place where people ask and experts answer. The Stats, which is the part that make the user monitor what’s his food-style. And the shopping list, which is a notebook to choose products to buy later.

4.2 The Network

How does the network live, and how do the users build their role?

A user defines his style by adding a certain product to the shopping list. When a user taps the opinion of an expert, he simply makes it rise over the others. So if in the ‘carrot’ thread everybody like and tap the doctor’s opinion, carrot becomes a doctor product. Later, when I’m listing my shop, I will choose many products. If the most of them are doctor’s, then my profile will be Doctor orien-ted.

Passing from a tab to another

means moving horizontaly wi-

thout pressing any back button

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All the users can comment and

vote into the discussion section.

Each discussion is about an

ingredient. So voting the expert

answers in the thread, users

mark the ingredient. They will

mark themselves with that role,

buying that ingredient. The net-

work is the core of the system.

Everything is explained in the

next chapter. Sweety, Goloso Doctor, Medico Grandpa, Nonno

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4.3 The roles as entertainment

Both the feeling of the app, and the technical side of the network, are based on the roles system. Technically, the introduction of the roles makes the app more dynamic in moving information inside the network. About the feeling, the role system is the key feature of the app. It makes Foodboard half way between a medical diet to follow literally, and a forum where the discussion is much more loose. The chosen roles are Grandpa, Sweety and Doctor. Each of them has a specific direction. The doctor represents precision, strictness and, relatively to our time, truth. The things doctors say, bring a strange sense of medical wisdom. Sometimes, in 2013 they still feel just out of common sense, they feel artificial, but needed for your health. Projected onto food, let us imagine austere plates, with plane flavors, connected to the imaginary of the hospital dinner at 6 pm. This food is just for the health, not for the mind, not for the taste. The sweety represents the entertainment, the pleasure, the beauty, the compulsion. Sweeties are the ones that invented the famous nutella gesture to eat it from the can with the finger, rigorously during the night. This role represents the legitimateness of a sin that doctor role would not forgive at all. Grandparents represents the classic italian food wisdom. This role is mainly made up by the commonplaces about the grandmas recipes. Most of grandmas grew up cooking for many and many people, in families that were bigger than now, in times that were more poor than now. They learnt how to cook in the worst condition (no food, lot of people). Now they live a time we can really get the amount of food we want. So they have their own rules, and basically, a very wide point of view. Grandpa role does not mean healthy, as doctor;it does not means pleasure, as sweety; it is characterized by tradition.

There is a tension establishing between these roles, that builds up the feeling of the application, giving sense to the rest of the features.

4.4 Making the UI

To organize interaction I considered that:

- the aim of the app is to share knowledge about food in order to let the users be aware of what they are eating;

- the way the app gets information about the user is the shopping list;

- my application is supposed to be used by young people, but also older peo-ple, up to 50-60 yo. So the actions user can do have to be very simple;

- since we are dealing with a big database (hundreds of products divided into many categories, each of them has a discussion attached), I have to work on visuals to let the app look ‘small’. It’s very important that the user doesn’t feel lost somewhere inside it.

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Standard Screens and Notifications

I started from separating the notification from the standard screens. Notifica-tions are made up by flat background, very clear and bold text/title and a very clear call to action. In these screens, user can just tap the action. The interac-tion is very limited, but the message is clear, and the information given is just one.

The standard screens are the ones that show lists, menus and settings. They have three depth levels. The first one is made up by main selectors. They in-clude the topbar (showing your habit and the standard menu), and the bottom bar. The bottom bar is very important because is a tab selector. If I’m into a section and want to jump to another main section, I don’t need to push tens of ‘back’ to get to the ‘main menu’. There’s no main menu, there’s a splash scre-en. And then I can jump anywhere. This is working just between the three main features Discussions, Stats and Lists. Also, If I’m browsing the lists, and I want to see the stats, I can simply jump and my list won’t be deleted. The second level is made up by a drawer that shows an explanatory sentence, usually a call to action. This drawer is very useful for those people who are not familiar with app user interface: for each screen, the drawer is saying exactly what you are supposed to do in that screen. The third level is the content, where all the informations and interactive parts appear.

The main board for the content,

and top and bottom bar for the

controls.

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Stats and Discussion

The stats screen is a tool that allows the user to monitor and plan his food habit. Data is showed through an infographic based on the circle. Points indicate the percentage of user’s food habit. If all the points are placed on the circle line, user habit is balanced. The three values are normalized to 1. So, if a point is placed over the first circle, the rest of the points will be certainly inside the circle (sum of percentages must be 100%). If a point goes over the biggest circle, it means that that habit is stronger than the others.

The discussion is made up of three parts: the product/title, the comment of the experts, and the comment of the users. These screens are working like web forums: there’s a post with a picture (the product), that has a thread (the comments). Comments have different value: the experts’ ones are highlighted in red and are placed just underneath the title. Experts can comment up to 400 characters. The users’ ones are placed on the bottom, and they can comment up to 140 characters only (a tweet).

The users can push the ‘bump’ button (the up arrow) to submit the thread to the experts. If many users tap the ‘carrot’, experts’ dashboard will show it first, so they will answer.

Users can also vote the comments of the experts. Doing so, they associate to the ‘product’ that expert’s habit. So if users vote the most the opinion of the doctor, the product will become slowly a ‘doctor product’.

The bottom board can scroll up

and down while the top bar and

the bottom tabs are fixed

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4.5 Approaching the UI

Most of the mobile apps need a specific approach in usability. Compared to the computer, there is a lack of space and attention, so the experience has to be arranged in a different way.

The point I focused firstly was the readability of the font. Some applications have amazing front end interface, but the font is not working. It looks like something is slightly going wrong. The tool I use the most to realize the rela-tionship between shapes and text, is Text Free Browsing, by Rafaël Rozendaal & Jonas Lund. It simply removes all the text from a web page, and it can be possible to observe what’s laying in the background. I chose a Sans Serif font to fit the background and the orthogonal movements.

The second step was to design elements in real scale. To do so, I used an HTC Desire C and tested step by step all the colors, lines, gradients, alias amount and font, at 1:1 scale.

About the interaction, I designed flows and movements to give the best.

The ‘drawer’ comes out

everytime we enter a new screen

bringing a custom made call to

action.

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In the whole application, I designed a drawer that opens from the top bar when we enter each screen. It brings information about what to do in that screen, or occasionally, calls to action.

About the navigation: the three buttons main menu is always visible, you can move from a section to the other without going forward and backward into a complex tree structure. Menu is always present except during the shop: access to the shop is trough the shopping list, and it’s clearly chosen by the user. It feels like a keyboard block.

Into the shopping list field, the interaction makes you go on moving right, and go back moving left. In the screen where we choose ingre-dients (img), we can add them by a simple tap, and they move right, leaving selected the field in the actual screen. I can move right to have a fast look to what’s already in the list, and then come back to the ingre-dients. In the stats field, I designed a button to switch to planning mode, which is different from all the other buttons, because this is a secondary feature.

In the discussion field, normal users have a limit of 140 characters avai-lable for the comment. This way the app will surely show up more than one comment per screen, and probably users will not lose time in chat-ting.

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3. Final Design

1. Foodboard, the App

Foodboard is a mobile network that allows you to explore the food of your country. You can browse by ingredient, and ask the experts to clear up your doubts. The experts crew is made up by Doctors, Grandparents, and Sweeties, in order to give you a Discussion with multiple points of view.

This is the definitive splash

screen of the app

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Each ingredient is associated with an expert opinion: the most voted. There are Doctor ingredients, Grandparent ingredients, Sweety ingredients. All the ingredients show up into the List section, where you can make your shopping list during the week. The ingredients you list, make you a Doctor, Grandpa-rent, or Sweety user.

You can check what is your eating style into the Stats section: it al-lows you to monitor your style, and establish a custom aim to reach. When you set up your custom aim, the app will list more ingredients from the style you choose, so that you can smoothly shape your profi-le by your diet.

Foodboard network is made up by real Doctors, real Grandparents and real Sweeties (about these, they surely have big eaters fame). They play the role of moderators: they examine the requests that come from the users, and give their answer. This way, the data-base will grow up, and will contain two kinds of information:

1) The list of the local ingredients with three different expert opi-nions

2) A series of misunderstandings about each topic

The app allows you to check the Discussions even at the supermar-ket. The List function provides a sort of screen lock that can be very useful when you have busy hands.

Look and feel of the list and the

stats section.

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3.2 Foodboard - The Structure

From the user’s point of view, Foodboard shows up with a very simple browsing UI and a very flat GUI, in order to maximize the content, and reach a big range of users.

The grey pad in the scheme is highlighting the first level browsing tree. Tho-se screens laying on grey pad belong to the same screenflow branch. While staying on the grey pad, you can switch from a branch to another with one clic. Foodboard keeps in memory your position so you go back to the branch and find the screen you jumped from.

Everything is not laying on the grey pad makes a second level browsing. This choice helps to highlight different features of the app. For example, the Aim screen, shows the Stats feature that allows you to set what role you want to be marked with, in the future. This is made by tapping a button that makes handles editable, and tapping again when done. Tapping again has the me-aning to Save and go back to the first level browsing tree. It is a sort of thre-shold warning you that something in the usability is gonna work different. The same difference can be found in Go shop screen, where you are going to lock your screen for a better comfort holding your phone as a shop list. Those two screens are placed at the end of the branches, and work like blind alleys. From those, you are forced to do the back action.

This scheme explains the

structure of the app. User is

free to browse on the grey parts

without loosing any information.

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3.2.1 Discussion: the structure of the information

The Discussion part is the most important one: is the core of the app, where users exchange the information I am looking for: the fears.

Discussion part is made up by tens of topics. Each topic is made up by an item, three experts opinions, many users comments, and a role mark.

Discussion screen allows you to vote users and experts’ comments, contribu-ting to mark the item. Voting a Grandpa comment, means +1 Grandpa point to the item. Discussion screen also allows you to bump the discussion in case users have not received any answer from experts, or in case the answers did not satisfy one or more users. These actions results in a highlight of the item in the experts dashboard, so that they realize there is some work to do there. Then users can comment, submit their doubts or give answers to other com-ments. Each comment must be maximum 140 characters long.

The structure of a topic: infor-

mation vector.

The role system is the key feature of the app. It makes Foodboard half way between a medical diet to follow literally, and a forum where the discussion is much more loose. The chosen roles are Grandpa, Sweety and Doctor.In the discussion, each role can leave just one comment.

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The image shows up actions

users can do in discussion

screen. The comment action

does not have any result in the

role system. Voting gives +1 to

the role, and bumping make the

thread rise in the priority of the

experts.

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Discussion phases

Discussions have a life that starts with the birth, continue with the growth and gets done being com-pleted by comments. Let’s analyze those phases.

Birth

A user adds an item to the forum. The item is not marked by any role yet.

Definition

The system waits for a consistent number of com-ments and votes to mark the item. During this pha-se the discussion is listed with the standard icon.

Temporary mark

The system temporarily marks the item with the most commented and voted role among the users. It also notifies it to all the users that were active in the discussion. During this phase the discussion is listed with the inactive icon.

Rise

Users continue to vote, bump and comment the discussion until it reaches an expert.

Answers

The experts do their analysis and give their perso-nal short answer. The system notifies it to all the users which were involved in that discussion.

Votes

Users can now vote experts’ answers. The mark of the item is calculated by a mixture of experts’ an-swers votes and users’ comments votes. From the very beginning of this phase, the item starts to be listed with the standard icon.

Changes

Item’s role marks can always change, related to the choice of the users. They can undo their first choice and change mind, anytime.

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This pages explain the life

of a Discussion thread. The

images show up the look of the

Discussion and a few examples

of what could be the style of the

comments.

The discussion screen shows

firstly the topic name and pictu-

re, and the rating.

The comments are placed just

below the title. Experts have the

priority, so their comment will

be highlighted.

GUI fits smaller resolution too,

maximizing the content over the

images.

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3.2.2 Stats: the monitoring

Stats is the screen we land on when opening the application. It shows user’s role, graphically and in percentage. The size of the triangle tells what is user shop like. If an equilateral triangle appears, it means user is purchasing food from all the three categories, so his diet is substantially moderated. If instead the triangle points to a specific role, it means user is projected to that role.

The red points are the results of user’s shops and correspond to the percen-tages. They cannot be moved. They refresh their status every time user goes shopping or, eventually, every time something changes on a discussion the user is involved in.

The smaller white points represent the user’s Aim. They can be set up by pres-sing the upper-left button, moving the point, and pressing the button again to save. This operation gives priorities to the items in the list. Let us suppose a user chooses to be 70% Grandparent, 15% Sweety and 15% Doctor: when looking for the ingredients in the List section, the system will show up more frequently Grandparent items, so that he is more likely to add those to the list, and consequently shape his user’s role.

The reason why users land on Stats screen, is to start to understand, from the second log in, the logic between the List and the Discussions.

Some screenshots of the stats

section. The circles indicate

the balance level. When the red

circles go over the section, it

means the user is starting to

play a precise role and the stats

are changing. Once is out the

balance circle, the red dots are

not giving a precise informa-

tion, just a trend. The precise

information can be read down

in percentages. The data are

shown only in two cases, the

Moderation, and the Full Role,

both shown here on the right.

The reason is that Foodboard

is designed to give stories to

talk about rather than data to

understand.

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3.2.3 List: the shop

The List is the section where the user chooses the food he wants to shop later at the market. Users can browse items by most discussed, by alphabetical order, by meals (breakfast, lunch, dinner). Most discussed items means those items which received more than the others: comments, visits, bumps and have been added more to the lists. Each item is labeled with the role. Or, alternati-vely, if it has no role yet, it is marked by the discussion standard icon. This way user can have a look to the discussions while making up the list.

To add an item to the list, user has to tap the listed name. The yellow block will shift right out the screen, leaving a selected, red block. This movement allows the user to understand that he is filling up a list on the right (which can reach moving by a scroll). Selected item stay red to remind they are already in the list. It is always possible to move right and have a look at the whole list, then come back and choose more.

Once user is having a look at his list, he can choose to start shopping, and lock on the screen. The shopping mode limits the touch screen sensibility to up and down movements, in order to hold the phone anyway we want, in the process of look to the list / take the product. List section features also a history to show previous purchases.

Other examples of stats screen.

The big white dots are handles

that users can move to set up

their aim, and keep it present

for the future.

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Examples of list screen. In

these pages, the complete path

from pressing the tab List to

the shopping moment at the

marketplace.

This row explains the adding

process. User has a screen

where he browses items. Each

item has a label on the left, that

links to the discussion, so the

user can read about it, and go

back to the list pressing the List

tab down on the bottom.

Pressing an item results in

adding it to the list, which is

theoretically placed on the right

of the actual screen. When user

wants to see the state of the

list, he can scroll right.

Then, he can lock the key and

go shopping.

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The shopping moment feature

has been designed to hold the

phone while shopping, without

pressing accidentally buttons

on the screen. It tries to make

the phone an aceptable replace-

ment of the paper shopping list.

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3.3 Foodboard, the feelings

The first access

When users open Foodboard for the first time, they have to follow a series of instructions to let them get in touch with how the system works. This phase is very important: since the strength of Foodboard is made up by a constant use in the long term, the first access must give a significant showcase of the features, like a launching pad for the app. This is the reason why the user is immediately asked to fill up a List, so he can get a role, starting to understand the network loop.

Some more scenarios

Mauro, the sportsman who’s looking for a healthy diet, approaches the app coming from professional sport forums and websites, reading a post about applications for sports. He discovers that there is no list to read daily, but a network to browse when you want to. He is going to discover that he can set his aim half way between his passion for sports and his love for traditions.

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Daniela, the great cook, approaches Foodboard looking for more informations about seasonal food. She learned how to cook from parents and grandparents, so she is going to like the hierarchy of the app. She will write to the Foodboard team asking to join the experts.

Foodboard

Since the app gives different points of view, it will be approached from different sides. The best feature to get in touch with, is the presence of roles. Users have a precise role in characterizing ingredients. This variety of points of view makes the app a little more fun, and it enlarges the target.

Another important and evident feature is the hierarchy: experts are real ex-perts. The network is not a peer to peer one. This feature is very important for older people, they do not have the habit of social networks. They would like to build up the common knowledge internet promised them. But then peer to peer logic brought the net to untrustability. They belong to a time where you cannot avoid to trust experts.

A feature the older people could love too is the limit of 140 characters on the comments. Let’s say the users want the topic to rise up and get in touch with the experts. Allowing them to write just a tweet, they are forced to go strictly to the point, without losing time in chats, or avoiding them to give expert-like answers.

Users will discover a little bit later the possibility to set a role aim. This feature is voluntarily hidden. The reason is that Foodboard is first of all a network for discussions. Then it exploits the lists to feed the network, and secondarily it uses stats to involve more the user. The aim setting is a step ahead into the user experience; it means understanding of the network cycle.

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4. Conclusions

What’s really unhealthy in our everyday meals?

Foodboard is a trial of answer. An application that makes its users aware about common food sins, through discussions between users. A network which analy-zes your shopping and gives you a fun feedback of your profile, through shop-ping lists. A conceptual system that never let you feel guilty about food, and a diet which is more fun and less duty.

The application has a core of information, surrounded by a part of recreational entertainment. The core is the content communication, the second part has the role to achieve the attention and the enthusiasm of the user.

The field of food is strictly related to slimness and fatness, and to healthy and unhealthy. Those four poles have many common points. Foodboard is placed between them, for the people who are interested in being aware.

At this stage, Foodboard uses the classic forum concept to gain the attention of the target, guaranteeing a safe place to exchange opinions.Users can vote, but their involvement into the app is limited to the comment contribution. Lists are not matching any other database.

It could be developed to a second stage, where the classic forum could melt with a richer platform, with more media files. So user could exchange more data about food (for example pictures, pdf, audio or videos). This could open the discussion to a very complete recipe exchange, which could build up a big database of good food habits.

Imagining a third stage, it could be a big community with delegations in the real world, visiting malls and small shops, giving them approval in the name of the foundation. Making users partecipate more, giving them the chance to become a real expert, joining everything with the entertainment.

About what is already available: some contents about food look not safe, others look so professional, that become scary. Frequently people do not know how to deal with the things in-between. We cannot trust a two lines comments from a random user on a random website, as we cannot understand what is the point of a doctor’s bulletin on a medical website.

Foodboard is the proposal of a therapy, made by stories the user could believe.Through the medium Foodboard, experts can transmit the knowledge in a better way, for two goals: making the users aware of what they are eating, and making the users aware of tools like Foodboard.

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5. References

Books

Massimo Recalcati - L’uomo senza inconscioRaffaello Cortina Editore, 2010

Massimo Recalcati - Ritratti del desiderioRaffaello Cortina Editore, 2012

Dario Bressanini - Pane e BugieChiarelettere Editore, 2010

Michael Pollan - Breviario di resistenza alimentareBUR Saggi Rizzoli, 2011

Barry Sears con Bill Lawren - Come Raggiungere La ZonaSperling Paperback, 2000

Pierre Dukan con P. Reverso - La Dieta DukanSperling & Kupfer Editori, 2011

Robert B.Cialdini - Indfuence, The psychology of persuasionCollins Business, 2007

Web content

http://nutritiondata.self.com/Relatively large database that lists many US food product and labels.

http://answers.yahoo.com/Famous Q&A board.

http://www.calorieking.com/foods/A platform to know more about your calories consumption

http://www.efsa.europa.eu/European Foos Safety Authority website

Tools

Text Free Browsinghttp://www.newrafael.com/text-free-browsing/

More information available on:

http://www.lucamurgia.it

Video link

http://vimeo.com/brighthome-

studio/foodboard

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UNIVERSITÀ IUAV DI VENEZIA FACOLTA’ DI DESIGN E ARTI

DICHIARAZIONE DI CONSULTABILITA’ O NON CONSULTABILITA’

DELL’ELABORATO FINALE

(da inserire come ultima pagina della dell’elaborato finale)

Il/La sottoscritto/a ………………………………………….matr. n. ...……………. laureando/a in ………………………………………………... sessione ………………………… dell’a.a. …………….………….

DICHIARA che l’elaborato finale dal titolo: …………………………………………………………………………………………. ………………………………………………………………………………………….

è consultabile da subito potrà essere consultato a partire dal giorno ………………….. non è consultabile

(barrare la casella della opzione prescelta) data ………………….. firma ………………………

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