class presentation 5

March 16, 2015

CLASS PRESENTATION 5

Chief Food

Officers

Agenda

Day-in-a-life2

Empathy Maps1

Personas3

Interview Briefing: Students4

Empathy Map: Students

EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS

HEAR

THINK & FEELDesires –good university results, successful job, work-life balance,

social recognition, healthy relationship

Concerns – stress, time management, school performance, don‘t meet peoples expectations, image SEE

People – colleagues, family, friends, partners, professors, professionals

Topics – school, experiences, news jokes, opinions, holidays, parties, sports, food, shopping, relationships, advice,

Media – newspaper, email, facebook, radio, TV, instagram

People – colleagues, family, friends, partners, professors,

professionals

Relationships – friends (uni, work, leisure activities,

communities), family, parents

Commerce – pastelarias, kiosks, vending machines, canteen,

restaurants, supermarkets, bars, shopping centers, discos

Attitudes –self-conscious, society aware, energetic life

Behaviors – acts differently with friends, family and professors; share opinions and knowledge, he is used to not having a fized routine

SAY & DO

PAINTime constraints – feeling rushed, little time for family/friends, leisure activities

School – Results do not correspond to expectations/effort

Conflicts - with colleagues in group projects, partner and friends

GAINProfessional Achievements – school results and successful job

Personal Achievements – travel, meet new cultures and personalities, stable life

Social recognition - belong to a reference group, cause impact

Strategies – learn from experiences

Day-in-a-life: Students


WAKE UP AT 8 AM

8:30AM HAVE BREAKFAST, READ EMAIL, FACEBOOK

LEAVE HOME AT 9 AM AND GO TO

THE UNI

9:30AM UNI ARRIVAL

CLASSES FROM 9:30 TO 12:30

1-2 PMHAVE LUNCH

GROUP MEETING FROM 2 TO 5 PM

LEISURE ACTIVITIES

5:30 – 6:30 PM

ARRIVE HOME AT 7

PM

RELAX W/ FLATMATES/F

AMILY/ TV

HAVE DINNER AT

8:30PM SLEEP AT

12PM

9:30 – 11:30 FINISH

SCHOOL TASKS

Persona: Students


PROFILE

João Oliveira, 21 years old

Single, lives with his flat mates

Lives and studies in Lisbon

Master Student in Management at Católica-Lisbon

Prefers communication face-to-face or via phone

He is a curious and creative person, passionate about entrepreneurship, who aims to be a successful entrepreneur in the future.

Likes: traveling, spend time with his friends and family, go to festivals

Hates: negative emotions, although it is difficult for him not being frustrated when he can’t achieve his main goals, especially academically.

Easily overcome obstacles, learning with mistakes, looking for additional solutions, thinking positive and asking for support.

OBJECTIVES Get to know new people,

travel all around the world, learn from successfully stories, be a generous person with the ones she cares the most, get married, have children.

Perform well academically, create his own business, own a big successful company, be rich.

DAY-IN-THE-LIFE

8:00 - Wake up / Shower 8:30 - Breakfast, read e-mails, news, check

social media 9:00 - Leave home and take metro, bus,

train or go by car 9:30 - Have classes 13:00 - Lunch time at the university with

colleagues (canteen/bar/lunch box/ restaurant nearby) or outside with friends

14:00 - Group meeting(s) at the university / Study time / Internet

17:30 - Leisure activities such as go to gym, meet friend or shopping

19:00 - Arrive home / Meet flat mates / Watch TV or series

20:30 - Dinner time, usually at home 21:30 - Finish some tasks of the day / Check email

and social networks again 00:00 - Sleep

Empathy Map: Professionals


HEAR

THINK & FEELDesires – work-life balance, social recognition, love, health,

achievement Concerns – stress, job performance, don‘t meet peoples expectations SEE

People - partner, colleagues, family, friends

Topics - work, children, weekend, plans, sports, food, news, health, holidays, shopping, sex, relationships

Media – newspaper, email, facebook, radio, TV

People - colleagues, family, friends

Relationships – friends (uni, work, sports, neighbours),

family, parents

Commerce – pastelarias, kiosks, vending machines,

canteen, restaurants, supermarkets, bars

Other – transport, offices

Gain control –self-optimization, timing, managment of daily life

Show optimism –seems positive & energetic, doesn‘t complain in public

SAY & DO

PAINTime constraints – feeling rushed, little time for family/friends

Meeting expectations - interfering expectations requiring prioritization

Conflicts - with colleagues (lack of recognition) or partner (lack of support)

GAINFamily – fulfilling relationship, enough time for parents and children

Career – recognition, advancement and fulfillment in professional life

Social recognition – friends, sports clubs, nightlife, leisure time

Financial wealth– house, car, good education for children, „small dreams“

Strategies – self-optimization, get support, using the weekend

Day-in-a-life: Professionals


WAKE UP AT 6:30 AM

8:45 AM WAKE UP CHILDREN

8:30AM ARRIVEAT WORK/ COFFEE

1 PMLUNCH BREAK

6 PMLEAVE OFFICE

6:30COOKING/

LAUNDRY/ HAVE DIINNER/ CALLS

8:30PMBRING

CHILDREN TO BED/ RELAX

SLEEP AT 11111:00PM

7:45 AM DRIVE

CHILDREN TO SCHOOL

2 PM WORK

Persona: Professionals


PROFILE

Maria Silva, 38 years old

Married, two children (4 and 7 years old)

Lives in Cascais, works in Lisbon

HR manager for Jerónimo-Martins

Prefers communication face-to-face or via phone, at work usually e-mail

Likes: good food and wine, spending holidays with her family at the Algarve, running, time for herself, shopping, photography

Does not like: gardening, work until late hours

OBJECTIVES

Work-life balance

Career advancement

Well educated children

Social recognition

Healthy living

DAY-IN-THE-LIFE

6:30 – wake up, coffee, emails, radio

6:45 – wake up children, breakfast, shower

7:45 – drive children to school

8:30 – arrive at work, 2nd coffee, chat with colleagues, schedule lunch

13:00 – lunch break, shopping, calls

14:00 – work

18:00 – leave office

18:30 – cooking, laundry, homework, calls

20:30 – bring children to bed, time with partner, talk, entertainment, emails,

23:00 – go to bed

No skills to cook

No time to cook

No want to cook

No quality food options

Website Convenience & usability

Fast delivery Variety0%

20%

40%

60%

80%

100%

34 4

3

67

87

54 4

5

21 1

The general website concept and key differentiators are validated

# of positive answers # of negative answers Validated

Interviews Briefing


Sample size N= 8 Validation metric: 60% positive answers

Thank you!Visit us at:catolicalisbonentrepreneurs.wordpress.com

Back up

Interviews Script

TOPICS / QUESTIONS NOTES HYOPOTHESIS VALIDATED (YES / NO)

1 IntroductionPersonal introductionPurpose and scope of interview

n.a. n.a.

2 Interviewee CharacteristicsName, Gender, Age

n.a. n.a.

3 Attitude towards cooking?FrequencyLove vs. hateAlone vs. in communityGood vs. bad cookInterest in recipes, etc.Reasons for that attitude?No timeNo wantNo skills

No skills to cook No time to cook No want to cook

4 Context of Eating?At home, at workplace, at uni, on the goTake time vs. in a rushAccessibilityBring own food, cook or buy food (restaurant, cafeteria, etc.) Satisfied with this situation?Why or why not?

No quality food options

Interviews Script5 Introduction of YND

Very brief, i.e. food ordering and delivery (!) What is your opinion about that?Would you use it? Why or why not?

Website

6 Importance of convenience?Filters (location, type, price, delivery time,…)Search functionCustomer ratingsOnline payment

Convenience, usability

7 Importance of fast delivery? Fast delivery

8 Importance of variety?RestaurantsPrice and quality rangesType, e.g. breakfast vs. lunch

Variety

9 SummarySummarize and make sure you did not misunderstand the interviewee.

n.a. n.a.

class presentation 5

Education

students empathy maps

pm leisure activities

worklife balance

time management

stable life social recognition

lunch time

pm sleep

agenda day