Shop Digital The role of digital on shopping behaviours - shiftdesign.org @shift_org - Shift Design
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Shop Digital
The role of digital on shopping behaviours
shiftdesign.org
@shift_org
In this report 03 Introductions
06 Objectives and Methodology
16 The Wider Context
26 Shopping Behaviours
31 Health Attitudes and Behaviours
45 The Role of Digital
53 Appendices
shiftdesign.org | 02
Introductions Nice to meet you
Introducing Shift
Shift brings together rigorous
research, ambitious creativity and
commercial expertise to design
solutions to challenging social
problems, together with partners
and collaborators.
We work on complex social issues
including childhood obesity,
mental health, infant development
and financial resilience.
shiftdesign.org | 04
Introducing Shop Digital
The shopping experience makes unhealthy
food choices easier to find, harder to
ignore and more affordable, meaning the
family food shop can be a real challenge
for many people on a lower income.
Shop Digital is a rapid research project
exploring whether digital products and
services could be harnessed to help nudge
healthier food choices in store.
shiftdesign.org | 05
Objectives and Methodology What we did
Research Aim
Shop Digital was designed to explore the extent to which personalised
in-store digital technology reflects the needs of low-income families in
Lambeth and Southwark and how it can support their decision making.
Our aim was to understand how, if at all, Guys and St. Thomas’ Charity
might invest in this space. We focused on the following three categories:
Personalised Realtime Wearables &
Nudges Mobile Nudges Sensors
shiftdesign.org | 07
Research Objectives
1. To understand local families’ appetite for support that could help
them make healthy switches
2. To understand what this type of support might mean to them
(i.e. what they need help with, barriers they want to overcome, if any)
3. To understand their attitudes to using digital in store and explore how
these will or won’t fit in with shopping habits
4. To evaluate parent responses to six value propositions supported by
example product ideas to explore what does and doesn’t work
shiftdesign.org | 08
Methodology
The project had three phases, each involving different methodologies:
Phase I: Scope Phase II: Immerse Phase III: Develop
Kick-off Scoping Session 2 x Local Parent Focus Groups Analysis & Synthesis
Desk Research 3 x Local Parent Shopalongs Opportunity Space Workshops
Expert Interviews Analysis & Synthesis Final Debrief Workshop
shiftdesign.org | 09
Who we spoke to
Subject Matter Experts
Phase I: Scope Phase II: Immerse Phase III: Develop
Kick-off Scoping Session 2 x Local Parent Focus Groups Analysis & Synthesis
Desk Research 3 x Local Parent Shopalongs Opportunity Space Workshops
Expert Interviews Analysis & Synthesis Final Debrief Workshop
shiftdesign.org | 10Who we spoke to
Subject Matter Experts
Dr. Carmen Tim Chadborn Professor Ivo Vlaev Markus Stripf
Piernas-Sanchez Public Health England Warwick Business School, Spoon Guru
Head of Behavioural Insights & University of Warwick Co-founder and Co-CEO
Oxford University of Oxford
Evaluation Lead Professor of Behavioural
The Oxford Martin Programme
Science
on the Future of Food
shiftdesign.org | 11Who we spoke to
Focus groups with local parents
Phase I: Scope Phase II: Immerse Phase III: Develop
Kick-off Scoping Session 2 x Local Parent Focus Groups Analysis & Synthesis
Desk Research 3 x Local Parent Shopalongs Opportunity Space Workshops
Expert Interviews Analysis & Synthesis Final Debrief Workshop
shiftdesign.org | 12Who we spoke to
Focus groups with local parents
8 8 13 3 All
Lambeth Southwark Women Men 5 - 11 yr olds
All Mix All All None
C2DE (Who we spoke to
Shopalongs with local parents
Phase I: Scope Phase II: Immerse Phase III: Develop
Kick-off Scoping Session 2 x Local Parent Focus Groups Analysis & Synthesis
Desk Research 3 x Local Parent Shopalongs Opportunity Space Workshops
Expert Interviews Analysis & Synthesis Final Debrief Workshop
shiftdesign.org | 14Who we spoke to
Shopalongs with local parents
1 2 2 1 All
Lambeth Southwark Women Men 5 - 11 yr olds
All Mix All Range None
C2DE (The Wider Context
#1
Ten years of healthier eating
campaigns and interventions
have positively influenced
awareness and attitudes
amongst the parents we met.
shiftdesign.org | 17#2
Most families we spoke with
didn’t struggle to understand
the core principles of healthy
eating and why it was
important for their children.
shiftdesign.org | 18During the focus groups we asked parents
to share self-reported healthy habits in
their home. This highlights that ‘health
education’ is working.
#2
Healthy habits included:
Most families we spoke with
Cooking from scratch
didn’t struggle to understand ●
● Trying not to fry
the core principles of healthy ● Drinking lots of water
● Cutting down on juice
eating and why it was ● Not having snacks in the house
Lots of fruit for snacking
important for their children. ●
● Fewer processed food items
● Less meat/ meat alternatives
● Eating 5-a-day
● Opting for low sugar options
shiftdesign.org | 19#3
What was clear, however, was
that amongst the parents we
met there was still a gap
between awareness and
action.
shiftdesign.org | 20During the focus groups we also asked
parents to share self-reported unhealthy
habits in their home.
#3
What was clear, however, was Unhealthy habits included:
● Eating takeaways and/or fast food
that amongst the parents we (at least once a week)
met there was still a gap ● Constant snacking and grazing
● Rewarding children with snacks
between awareness and ● Fizzy drinks
● Processed carbs (i.e. noodles, pasta, rice etc.)
action. ● Ready and convenience meals
● Limited fresh fruit and veg to avoid waste
● Not having consistent meal times or eating late
● Not having a table to eat at
shiftdesign.org | 21#4
This is unsurprising, given the
highly permissive local (and
national) environment in
which empty calories are
cheaper, less-perishable,
tempting and easily available.
shiftdesign.org | 22#4
This is unsurprising, given the
“Unhealthy calories are three times
highly permissive local (and
cheaper than healthy calories”
national) environment in
which empty calories are – The Food Foundation in April 2019
cheaper, less-perishable,
tempting and easily available.
shiftdesign.org | 23#5
The system makes it
easiest not to change, so
campaigns that target
behaviour are asking
parents to battle against
the grain.
shiftdesign.org | 24So What?
For digital interventions to be effective in changing in-store
behaviours, they need to overcome not only functional and
emotional barriers but also the political, environmental and
economic barriers that make calorific foods the easier choice.
shiftdesign.org | 25Shopping Behaviours
Planning
We heard and observed a mix of planning behaviours amongst the parents
we met. Some common behaviours included:
Making Lists Meal planning Flex planning Popping in Going list free
Many parents Some parents Some parents Some shopping was A small group of
reported making described shopping described relying on more spontaneous parents we spoke
lists as a way to ‘stick ‘in meals’, planning ‘flexible ingredients’ and prone to ‘treats’, with did not use lists
to plans’ and ensure meals for the week that enabled them with top up shops and described their
shopping ‘stayed on up front and buying to adapt plans and tending to appear approach as ‘less
track’ accordingly day-to-day less planned organised’ which led
decisions about amongst the parents to shopping
what to eat we spoke to ‘mistakes’
shiftdesign.org | 27Shopping
We heard about and observed many similar and habitual shopping
behaviours. Some of the common behaviours we came across:
Deal Sensitivity Kid-free Same Old Aisle Avoidance Limited Bulk
While the parents While many spoke Many of the parents While this wasn’t We only met one
we met did not of the challenges of we met described common some parent who
display signs of pester power, we sticking with parents described described shopping
being budget heard or observed common staples, avoiding certain on bulk to stock up
conscious (with few mostly child free and brands that they aisles. However, for on everyday staples.
setting weekly shopping amongst knew their family many every aisle It was unclear how
budgets) they were the parents we met would like and was visited as part of common this was
very deal sensitive wouldn’t waste their shop amongst the others
shiftdesign.org | 28“There are Snack A Jacks on one aisle and
Walkers and Fatty Food on another. They
differentiate, so it's up to you to go to that aisle”
– Parent, Focus Group Peckham
shiftdesign.org | 02At Home
The eating habits of families we spoke with felt similar, with many of their
common experiences appearing to drive their behaviour in store:
Need for Speed Juggling Likes Snack Drawer Added Extras Family Faves
Most parents we Even in smaller Many parents used Parents we spoke While parents we
spoke with had jobs families, competing snacks liberally as a with regularly added spoke with didn’t
so they relied on tastes and way to tide kids over their own touch to tend to cook from
their ability to throw preferences made between meal products including scratch day-to-day,
together quick tasty meal time complex times, reward jars, tins and ready when they did it was
meals that everyone and meal planning a behaviour or as part meals, using often food from
would eat constant headache of ritualistic seasoning that was their background or
family time often high in salt heritage
shiftdesign.org | 30Health Attitudes and Behaviours
Meet the Shoppers
We met three parents at the shopalongs. They were recruited to represent
one self-reported healthy shopper, one self-reported unhealthy shopper
and one who reported more neutral attitudes and behaviours.
We’ve categorised them as:
DENYING TRYING DEFYING
“I would describe this trolley as “This trifle is half price and “After a visit to the dentist, we
the ‘I want to give you diabetes’ just too good to resist” cut out all snacks overnight”
trolley” (Parent, Shopalong) (Parent, Shopalong) (Parent, Shopalong)
shiftdesign.org | 32DAMI THE DENYER
31 years old, Married “My family is quite
5 year old twin girls, PCG slim so I’m not really
Black British
worried, I don’t think I
Under £20k Household Income
Tesco, Asda and Iceland
really need to change
Attitudes and Behaviours
our diet or watch our
● Cooks most main meals from scratch and associates this with health calories and weight”
● Typically prepares West Indian and Caribbean dishes
● Believes ‘home cooked’ equals healthy (Parent, Shopalong)
● Spends £50 every 2 weeks on snacks
This is a composite quote
● Will stock up on snacks if there is a promotion and loves ‘a good deal’
● Believes cooking from scratch balances out snacks
● Awareness of general nutrition related health risks (esp. diabetes)
● Perceives no personal nutrition related health risks for family
● Actively avoids healthy eating initiatives and often finds them irrelevant
shiftdesign.org | 33DAMI THE DENYER
Shift’s Observation
Shift’s Observations
Dami filled her basket with
highly calorific treats and snacks
for her twins. She seemed
throughout to chase the yellow
‘save’ stickers around the store.
These, plus her perceived family
health, allowed her to fill her basket
defiantly and almost guilt free
shiftdesign.org | 34TINA THE TRIER
42 years old, Single “As a parent I am
7 year old boy, PCG always looking for
Afro Caribbean
snacks and food he
Under £25k Household Income
Morrisons, Tesco, Sainsbury’s, Aldi
can eat but in the back
Attitudes and Behaviours
of my mind, I want
● Cooks most main meals from scratch them to be healthy”
Health aware and (slightly insecure) but not preoccupied by it
●
● Focus on health comes in waves. Diets about twice per year
(Parent, Shopalong)
● Sees a balanced diet as a more equal weighting of healthy vs. unhealthy foods This is a composite quote
● Has a limited budget so shopping is dictated by cost and limiting waste
● Buys frozen vegetables and always checks discount aisle
● Continually tempted by price promotions
● Recommendation / easy introduction to try new things
shiftdesign.org | 35TINA THE TRIER
Shift’s Observations
Throughout the shop, budget and
waste were on Tina’s mind;
balancing what was ‘good’ for her
son with what he’d actually eat. She
wasn’t sure she was doing a good
job. At the end of the interview she
said “it would be interesting to
know how you think I shop. If I’m as
healthy as I think I am”.
shiftdesign.org | 36DEREK THE DEFYER
46 years old, Married “We previously had
6 year old boy, PCG lots of snacks in the
Afro Caribbean
house. We used
Under £20k Household Income
Sainsbury’s, Asda
Haribo’s to reward
Attitudes and Behaviours good behaviour”
● Wife is in charge of the cooking, dictates what the family buys and eats (Parent, Shopalong)
● Has a largely ‘British’ menu at home This is a composite quote
● Diet includes salad, lean meat, no ready meals, very little processed foods
● Overhauled diet 18 months ago after dentist discovered hole in son’s tooth
● Restricts the amount of snacks they have at the house
● A few treats or convenience based purchases (e.g. Aero Yogurt and Indomie)
● Uses on-pack messaging (i.e. low sugar, low calories) to navigate food choices
● Shopping aim is ‘to get the best quality product for the cheapest price’
● Open to further support to make healthier changes to his family’s diet
shiftdesign.org | 37DEREK THE DEFYER
Shift’s Observation
Shift’s Observations
Walking up every aisle Derek
selected products based on
perceived quality or instruction
from his wife. His shop included
organic or fair trade products and
while he didn’t pay attention to
labels he used signals like ‘Taste the
Difference’ as a marker of quality.
shiftdesign.org | 38Plotting Our Personas
High
where
motivation
triggers
succeed
where
inaction
happens
Low
Low (Hard) ability High (Easy)
B J Fogg Behaviour Model
shiftdesign.org | 39Plotting Our Personas
The reality is that it isn’t easy for any parents
High
from a low income household in Lambeth or
Southwark to adopt and sustain healthier
shopping behaviours. The social, political,
economic and physical environment makes
motivation
Tina the Trier Derek the Defyer healthier eating the harder, more demanding
choice. However, only a few parents we met had
experienced a trigger big enough to have and
sustain the motivation to battle against the grain.
Our job then should not only be to help build and
where sustain motivation, but also to create an
inaction environment in which healthier eating is an easy
happens decision to make.
Dami the Denyer
Low
Low (Hard) ability High (Easy)
shiftdesign.org | 40THE BRIEF: DAMI THE DENYER
Barriers to Motivation and Ease
● Believes slim means healthy
● Believes cooking from scratch means healthy
● ‘British’ foods signalled in most health messaging not relevant to her
● Is heavily motivated and enabled by price promotions
● Perceives only significant health events as a reason for behaviour change
To be adopted and to have an impact on in-store behaviour, a digital intervention would need to
overcome or address the following barriers or leverage the following opportunities:
Health Disengagement Cultural Relevance Promotion Power
Dami cooks from scratch and her Dami does not cook traditionally Good deals shows Dami she’s a ‘good
family isn’t obese. In her eyes there is ‘British’ meals so health messaging shopper’ and make it attractive, easy
no need or motivation to change. often feels irrelevant to her. and permissible to stock up on snacks.
shiftdesign.org | 41THE BRIEF: TINA THE TRIER
Barriers to Motivation and Ease
● Isn’t sure where she is currently in terms of ‘healthiness’
● Feels moderation (esp. moderating snacks) means her family's diet is balanced
● Is heavily influenced and tempted by price promotions
● Fears waste through perishable items and things her son won’t eat
● Weight gain is the only evidence of an event that has triggered behaviour change
To be adopted and to have an impact on in-store behaviour, a digital intervention would need to
overcome or address the following barriers or leverage the following opportunities:
Unclear on Balance Waste Avoidance Cheap Treat Temptation
Tina believes balance is all about Tina’s limited budget means she fears Special offers and money off are
moderation and so she’s 75% sure food going to waste. Trying new things enough to erode all of Tina’s ability to
she’s doing a good job. feels like a risk. fight of the temptation to treat.
shiftdesign.org | 42THE BRIEF: DEREK THE DEFYER
Barriers of Motivation and Ease
● A dental health scare has given motivation for healthier shopping for 18 months but it’s
unclear how long this motivation will sustain
● Front of pack labelling is more influential than detailed nutritional info on the back
● Sons ‘sweet tooth’ means sugary treats won’t be cut out for good
● The need for quick son-friendly favourites mean some high sugar or sodium treats
To be adopted and to have an impact on in-store behaviour, a digital intervention would need to
overcome or address the following barriers or leverage the following opportunities:
Being a Good Dad Front of Pack Sweet Snacking
The ‘shame’ of his sons dental scare Derek is influenced by the shortcut of Derek’s son’s sweet tooth mean high
was enough to transform the way front of pack labels meaning he’s sugar and sodium snacks are staples
Derek and his family shop and eat. navigating health via ‘product claims’. and are hard to fully cut out.
shiftdesign.org | 43Our Recommendation
We feel strongly that interventions targeting
the in-store shopping behaviours of low
income families take into account the
multiple social, economic and environmental
factors impacting their food environment
and limit ease of access and uptake of
healthier food choices.
With this, we advise that any digital
intervention must demonstrate the potential
to act on ease, not only on motivation.
shiftdesign.org | 44The Role of Digital
The Current Landscape of Digital Interventions
Food Diaries Personalised Wearables Acts On
and Trackers Nutrition and Sensors Motivation
Meal Planners
Doesn’t Act Acts On
On Ease Ease
Doesn’t
Info and
Education
Act On
Motivation
shiftdesign.org | 46The Current Landscape of Digital Interventions
Food Diaries Personalised Wearables Acts On
and Trackers Nutrition and Sensors Motivation
Meal Planners
There are currently
limited digital tools
Doesn’t Act that ‘act on ease’ Acts On
On Ease Ease
(e.g. countering or reducing
temptation, increasing visibility,
reducing access, limiting cost,
countering or leveraging deals)
Doesn’t
Info and
Education
Act On
Motivation
shiftdesign.org | 47What We Tested
We used a deductive research approach during this project, testing the
validity, utility and landscape surrounding six specific propositions:
shiftdesign.org | 48The Winner
shiftdesign.org | 49Support for Little Swaps
Parent Feedback Expert Insights
Clear winner for most parents “What’s good about ‘Healthy Swaps’ is that it changes the
● Simple and easy to use paradigm from search to discovery… We think ‘Healthy
● Provides a clear, straightforward Swaps’ will be key in changing behaviour because it takes
the hassle out of reading labels and tells you how and
understanding of what action
why it’s healthier” (Markus Stripf, Spoon Guru)
needs to be taken
● Would want suggested swaps to “We did a comprehensive systematic review last year…
be for a comparative product at a economic interventions worked, and swaps were
comparative cost promising but there are very few studies on those”
(Dr. Carmen Piernas-Sanchez, Oxford University)
● Some concern that it might be too
time-consuming for bigger shops “There is a big opportunity around swaps “
(Tim Chadborn, Public Health England)
shiftdesign.org | 50Why This Works
Acts On
Motivation
Digital interventions
that share realistic and
affordable ‘little swaps’
Doesn’t Act have the potential to act on Acts On
On Ease the issue of ease by helping Ease
parents spot accessible
products, ideas and options
in their environments that
are otherwise hard to see.
Doesn’t
Act On
Motivation
shiftdesign.org | 51Winning With Local Families
We believe there is a limited role that digital can play in Provide realistic and comparatively prices alternatives
driving long-term and sustainable change to in-store
shopping behaviours amongst families living on a low Use price promotions and deals
incomes.
Refer to, include and address culturally relevant foods
Pricing, taxation, regulation and bold moves are needed to
Address condiments, seasoning, sugar and sodium
change the environment that surrounds us, which makes
unhealthy food cheap, attractive and easily accessible. We Be quick and intuitive to use
do however believe that while the environment remains
obesogenic, digital’s core role is to make healthier shopping Focus on child physical and oral health (not just obesity)
choices the easier ones to make.
Emphasise flexible ingredients not fixed plans and meals
In order for such digital interventions to have the Help to review, clarify or validate good and bad habits
chance of achieving appeal, penetration and
Help to protect against waste
sustained use amongst parents, we advise that
they must do the following... Be free to use and require low or no internet connection
shiftdesign.org | 52Appendices
The Current Landscape
Food Diaries and Trackers “I use MyFitnessPal
An established and cluttered category of digital tools whenever I’m going
and apps, mainly targeted at weight loss: on a diet” (Parent,
✓ Offer food tracking
Shopalong)
✓ Provide calories and nutritional information
✓ Often include barcode scanner to use in-store
✗ Effort intensive, requires an initial effort to set up goals
✗ Requires daily commitment with high risk of drop off
✗ Reliance on self report risks inaccuracy and partial report
✗ Often have an associated cost
Awareness and Relevance
High awareness and moderate usage amongst the parents
we spoke with. The most frequently mentioned products
were MyFitnessPal and Weight Watchers.
shiftdesign.org | 55Meal Planners “Food is how you
A few different apps aimed at supporting people to feel - it’s instinctive.
create meals around personal needs & requirements: This kind of thing
✓ Often consider diet, budget, food intolerances, nutrition
feels regimented”
targets, taste preferences, time constraints (Parent, Group)
✓ Some link recipe ingredients to online grocery lists
✓ Some offer instructional videos and in-app timers
✗ Often cater for typical ‘British’ diet and dishes
✗ Often focus on meal planning rather than flex planning
✗ Often struggle to take on each family members needs & tastes
Awareness and Relevance
Some awareness and low usage amongst the parents we met.
Many didn’t diligently plan meals and prefered instead to shop for
flexibility. Many didn’t shop for or cook a ‘British’ cuisine.
shiftdesign.org | 56Information and Education “You might as well
A few ‘healthy eating‘ apps aimed at educating people just read the
about the nutritional content of foods
information on the
✓ Provide and / or translate information on nutritional guidelines back of the pack”
✓ Often help to make nutritional guidelines more accessible (Parent, Group)
✓ Often include a barcode scanner to use in-store
✓ Some include weekly coaching sessions
✗ Not a habitual behaviour to interrogate nutritional content
✗ Can add time, effort and complexity when used in store
✗ Often provide obvious or no new news (esp over time)
Awareness and Relevance
Broad awareness but low reported sustained usage amongst the
parents we spoke with. Some parents reported a poor user
experience, rapid drop-off and limited help with making choices.
shiftdesign.org | 57Personalised Nutrition “Who holds the
A few different apps that use personal information and
profiles to help find foods to match individual needs
data? Who is paying
for this?” (Parent,
✓ Aim at making suggestions / recommendations relevant
✓ Often provide food ratings from other users
Group)
✓ Often support dietary needs, health needs, food This is a composite quote
intolerances or allergies
✓ Some offer preset profiles, including ‘healthy eating’
✗ Can require motivation and effort to set up initial profile
✗ Some (e.g. DNA) raise privacy concerns or feel to intimate
Awareness and Relevance
Relatively low awareness and no usage reported amongst the
parents we spoke with. Some felt the concept of personalisation
and relevance was interesting but the intimacy of sharing
information (e.g. DNA) outweighed the potential benefits.
shiftdesign.org | 58Wearables and Sensors
Current technology is medical (e.g. glucose monitoring)
but there is some emerging health technology, and
early prototypes being developed to help with
allergies, nutrition and health these included:
● Oral sensors monitoring things like metabolism and
glucose, salt and alcohol consumption
● Tech to monitor a wider range of nutrients and build a
database that can act as a digital substitute for a food diary
and management system
Awareness and Relevance
None of the parents we met were aware of or using any
non-medical wearable technology related to diet, food or This Tiny Tooth Sensor Could Track Your
nutrition. Diet and Health (See Article)
shiftdesign.org | 59Responses to the Proposition
1. Nutrition Checker
A mobile app that helps you check the nutritional Parent Feedback
value of the food you’re about to buy to help you
make decisions as you shop. Not particularly excited by this idea:
● Felt it wasn’t ‘new’ especially by
See a nutritional those who had used MyFitnessPal
summary of
Create a profile
for your family
Scan your food
items before
Look at an easy
summary of the
your shop to and Change4Life scanner
help you make
(e.g. ages, any
nutritional goals)
you put them in
your basket
nutritional
information
decisions before ● Effort intensive, both in the initial
you get to the
till set up and then need to scanning
every product while shopping
● Feel this nutritional information is
readily available on pack
● Nutritional information didn’t feel
enough to motivate or trigger
behaviour change
shiftdesign.org | 612. Meal Planner
A mobile app that helps you to pre-plan Parent Feedback
nutritious meals and create a shopping list that
helps you stick to goals / stay on track. A mixed response to this idea:
● Liked by some for its inspiration
● Budgeting felt useful (esp if linked
Create a profile Set your weekly Choose Automatically
that is unique to shopping budget nutritious meals generate a with special offers and deals)
you and your to make sure for the week shopping list for
family's taste you always stay that your family your weekly ● Some felt it would take the fun and
and preferences within budget will love shop
spontaneity out of cooking
● Some needed a more flexible
approach to deal with unexpected
events during the day or week
● Felt it was important to take on
cultural relevance and context
shiftdesign.org | 623. Personalised Nutrition
A mobile app that makes it easier to know which Parent Feedback
food is best matched to the specific dietary
needs of you and your family. Positive with some essential barriers:
● Liked the idea of tailoring food
Share some info
Include any
relevant medical Scan or enter
choices to the nutritional needs of
Use the
about you and
your family (e.g.
conditions or
genetic
food items as
you shop to see
information to individual family members
make decisions
age, gender,
height, weight,
predispositions
(e.g. are you
if they’re a good
fit for you and
before you get ● Concerns emerged around the effort
to the till
allergies, etc). pre-diabetic) your family to set up and the ease and simplicity
of the information provided
● There were barriers to providing their
DNA unless it was linked to
understanding food intolerances -
felt intrusive
shiftdesign.org | 634. Shopping Coach
A mobile app that acts as a nutritional advisor, so Parent Feedback
you can ask questions and stay motivated to
stick to goals as you shop. This idea as a digital product lacked appeal:
● Felt too ‘hands on’ and didn’t feel easy
Need an extra or intuitive
Tell the digital Receive tailored boost? Tell your
Sign up to the
shopping coach
shopping coach tips to help you coach and they’ll ● Unclear about what information it
your shopping make healthier share a weekly
and set up a
profile
and nutritional choices during challenge keep would offer that couldn’t be searched
goals shopping trips you on track
with your goal for quickly online
● Many cited bad phone reception in
store as a barrier and a reluctance to
use their phone while shopping
● Raises concerns around how much
the service would cost
● Open to an in-store nutrition advisor
shiftdesign.org | 645. Little Swaps
A mobile app that helps you make tiny Parent Feedback
(healthier) swaps, as you shop, to improve your
family’s nutrition week by week. Clear winner for the majority
● Simple and easy to use
● Provides a clear, straightforward
Create a profile Use the
for you and your
Scan items as
See suggestions information to understanding of what action needs
family (incl. any for healthier make decisions
allergies or
you shop
alternatives before you get to be taken
restrictions) to the till
● Would want suggested swaps to be
for a comparative product at a
comparative cost
● Some concern that it might be too
time-consuming for bigger shops
shiftdesign.org | 656. Good Healthy Fun
A mobile app that makes sticking to healthier Parent Feedback
food choices, while you’re shopping for the
family, much more fun. This idea lacked appeal for the majority:
● The gamification of shopping was felt
Play the game as
Try again next to be unnecessary, with potential to
Pick a challenge week to see if
Set up a profile or goal for that
you shop to see
if you can
you can beat increase the stress of shopping
for you and your days’ shop (e.g. your previous
family less sugar, less
complete the
challenge or
score or ● People are not looking for ‘fun’, they’re
salt) maintain a
meet your goal
winning streak looking for quick, easy and efficient
● Some potential benefit to use as an
educational tool with kids… but it
could also be an annoying distraction
● Gamification felt neither appropriate
nor motivating in this context
shiftdesign.org | 66Get in touch
tayo.medupin@shiftdesign.org
shiftdesign.org
@shift_orgYou can also read
