Pragati
PROJECT TYPE
SERVICE DESIGN [GROUP PROJECT]
SERVICE DESIGN
[GROUP PROJECT]
ROLE
UX RESEARCHER, UI DESIGNER , BRANDING AND IDENTITY DESIGNER
UX RESEARCHER,
UI DESIGNER,
BRANDING AND
IDENTITY DESIGNER
DURATION
4 MONTHS
GROUP MEMBERS
5 - Aditya Hiremath, Sanskriti Choudhary, Utsav Mahajan, Shrey Jagga, Manasvi Chaudhari
Aditya Hiremath,
Sanskriti Choudhary,
Utsav Mahajan,
Shrey Jagga,
Manasvi Chaudhari
Personas
Personas
Empathy Mapping
Empathy Mapping
Service ECOSYSTEM
Service ECOSYSTEM
USER JOURNEY MAP
USER JOURNEY MAP
Raj Malhotra
Raj Malhotra
“I can book movie tickets online in seconds, why can't I do the same for nightclubs?”
“I can book movie tickets online in seconds, why can't I do the same for nightclubs?”
scenario
scenario
Raj, a 21-year-old college student, wants to attend a nightclub with his friends this weekend. He hopes to reserve entry in advance to avoid hassle but realizes there’s no online system for nightclubs, forcing him to plan manually.
Raj, a 21-year-old college student, wants to attend a nightclub with his friends this weekend. He hopes to reserve entry in advance to avoid hassle but realizes there’s no online system for nightclubs, forcing him to plan manually.
Stages
Stages
Actions
Actions
Thoughts
Thoughts
Pain Points
Pain Points
Emotions
Emotions
Touchpoints
Touchpoints
opportunities
opportunities
Awareness Stage
Awareness Stage
Googles "healthy meal delivery".
Checks social media for recommendations.
Asks colleagues or friends for suggestions.
Googles "healthy meal delivery".
Checks social media for recommendations.
Asks colleagues or friends for suggestions.
Thinking: "I need to stop eating junk and start having healthier meals."
Feeling: Overwhelmed by the number of options; hopeful for a better alternative.
Thinking: "I need to stop eating junk and start having healthier meals."
Feeling: Overwhelmed by the number of options; hopeful for a better alternative.
Too many options and lack of trusted sources.
Unclear hygiene standards in many tiffin services.
Concerned about the food quality and reliability of delivery.
Too many options and lack of trusted sources.
Unclear hygiene standards in many tiffin services.
Concerned about the food quality and reliability of delivery.
Offer a centralised platform with complete nightclub event listings.
Offer a centralised platform with complete nightclub event listings.
Consideration Stage
Consideration Stage
Browses multiple tiffin service apps.
Reads reviews and customer testimonials.
Inquires about meal options, hygiene, and delivery timing via customer support or chat
Browses multiple tiffin service apps.
Reads reviews and customer testimonials.
Inquires about meal options, hygiene, and delivery timing via customer support or chat
Thinking: "Which service will provide fresh, healthy food that I can trust?"
Feeling: D’ont know which one to trust; trying to balance cost with quality and customization
Thinking: "Which service will provide fresh, healthy food that I can trust?"
Feeling: D’ont know which one to trust; trying to balance cost with quality and customization
Lack of clear information about delivery times, hygiene standards, and ingredient freshness.
Uncertainty about portion sizes and nutritional content.
Lack of clear information about delivery times, hygiene standards, and ingredient freshness.
Uncertainty about portion sizes and nutritional content.
Tiffin service apps or websites.
Customer reviews and rating platforms.
In-app chats or customer service interactions.
Tiffin service apps or websites.
Customer reviews and rating platforms.
In-app chats or customer service interactions.
Provide a centralised system with transparent event details, pricing, and availability.
Provide a centralised system with transparent event details, pricing, and availability.
Decision Stage
Decision Stage
Creates an account on the Tiffin app and customises his meals.
Chooses a subscription plan (daily/weekly/monthly)
Completes the payment and waits for confirmation.
Creates an account on the Tiffin app and customises his meals.
Chooses a subscription plan (daily/weekly/monthly)
Completes the payment and waits for confirmation.
Thinking: "I hope the food meets my expectations and the delivery is on time."
Feeling: A mix of excitement and nervousness about trying the new service.
Thinking: "I hope the food meets my expectations and the delivery is on time."
Feeling: A mix of excitement and nervousness about trying the new service.
Confusing or complicated checkout process.
Unclear or hidden delivery fees.
Lack of flexibility in subscription plans..
Confusing or complicated checkout process.
Unclear or hidden delivery fees.
Lack of flexibility in subscription plans..
Enable online reservations (stag, couple, VIP) to ensure guaranteed entry.
Enable online reservations (stag, couple, VIP) to ensure guaranteed entry.
Experience Stage
Experience Stage
Thinking: "I hope the meal is fresh, tasty, and worth the money."
Feeling: Eager to try the meal but concerned about quality.
Thinking: "I hope the meal is fresh, tasty, and worth the money."
Feeling: Eager to try the meal but concerned about quality.
Delivery delays.
Packaging issues (e.g., food not being hot, containers leaking oil).
Meal not matching customization requests (too spicy, wrong ingredients).
Delivery delays.
Packaging issues (e.g., food not being hot, containers leaking oil).
Meal not matching customization requests (too spicy, wrong ingredients).
Delivery tracking via app.
Interaction with delivery personnel.
Packaging
Delivery tracking via app.
Interaction with delivery personnel.
Packaging
Offer pre-booked entry with digital tickets and online ID verification to speed up the process.
Offer pre-booked entry with digital tickets and online ID verification to speed up the process.
Post-Experience Stage
Post-Experience Stage
Thinking: "Was the service worth the money and should I continue?"
Feeling: Feeling frustrated due to issues with delivery or meal customisation.
Thinking: "Was the service worth the money and should I continue?"
Feeling: Feeling frustrated due to issues with delivery or meal customisation.
Difficulty in leaving feedback.
Lack of response from customer support regarding complaints.
Tedious subscription management (difficult to pause or cancel).
Difficulty in leaving feedback.
Lack of response from customer support regarding complaints.
Tedious subscription management (difficult to pause or cancel).
Feedback requests via app notifications, SMS, or email.
Interaction with customer support.
Subscription renewal.
Feedback requests via app notifications, SMS, or email.
Interaction with customer support.
Subscription renewal.
Allow users to pre-pay digitally through an app to avoid cash-only requirements.
Allow users to pre-pay digitally through an app to avoid cash-only requirements.
Search engine results.
Social media ads or word-of-mouth.
Reviews on Google Maps or other platforms.
Search engine results.
Social media ads or word-of-mouth.
Reviews on Google Maps or other platforms.
Website or mobile app interface.
Payment gateway.
Order confirmation emails or SMS.
Website or mobile app interface.
Payment gateway.
Order confirmation emails or SMS.
Tracks the meal’s delivery through the app and receives the tiffin at the office on time.
Checks the meal for freshness, hygiene, taste, and portion size.
Tracks the meal’s delivery through the app and receives the tiffin at the office on time.
Checks the meal for freshness, hygiene, taste, and portion size.
Rates the meal and delivery experience.
Subscribes to the service for a longer duration (monthly or weekly).
Reaches out to customer service for any issues or inquiries.
Rates the meal and delivery experience.
Subscribes to the service for a longer duration (monthly or weekly).
Reaches out to customer service for any issues or inquiries.
Service blueprint
Service blueprint
the solution
the solution
Integrating app with delivery services. The app helps user book, customize and track orders with one single tap. Another touchpoint being taken care of is the packaging problem. There is a significant gap in providing eco-friendly, microwave-safe, and technologically enhanced packaging solutions that cater to the modern consumer's need for convenience, quality, and sustainability.
Integrating app with delivery services. The app helps user book, customize and track orders with one single tap. Another touchpoint being taken care of is the packaging problem. There is a significant gap in providing eco-friendly, microwave-safe, and technologically enhanced packaging solutions that cater to the modern consumer's need for convenience, quality, and sustainability.
Use of Areca palm leaf packaging and food containers are a sustainable alternative for disposable containers. Regular customers will be receiving metal containers while new or less frequent users to be delivered food in these eco-friendly affordable containers. Each container disposable/ reusable will have external IoT devices tracking food temperature,
Use of Areca palm leaf packaging and food containers are a sustainable alternative for disposable containers. Regular customers will be receiving metal containers while new or less frequent users to be delivered food in these eco-friendly affordable containers. Each container disposable/ reusable will have external IoT devices tracking food temperature,
Develop a Centralized Tiffin Service Platform for efficient meal delivery tracking, order-delivery record and route optimization.
Design and Implement Microwave-Safe, Biodegradable Packaging to ensure reheating capability without compromising sustainability.
Enhance Consumer Experience by providing real-time updates, nutritional information, and meal tracking through a user-friendly interface.
Promote Environmental Responsibility by minimizing waste through sustainable packaging and reusable smart components.
Develop a Centralized Tiffin Service Platform for efficient meal delivery tracking, order-delivery record and route optimization.
Design and Implement Microwave-Safe, Biodegradable Packaging to ensure reheating capability without compromising sustainability.
Enhance Consumer Experience by providing real-time updates, nutritional information, and meal tracking through a user-friendly interface.
Promote Environmental Responsibility by minimizing waste through sustainable packaging and reusable smart components.
Skilled workers meticulously craft the Areca Palm containers
Skilled workers meticulously craft the Areca Palm containers
A collection of completed Areca Palm containers, ready for supply
A collection of completed Areca Palm containers, ready for supply
An Areca Palm container designed to securely hold a balanced meal
An Areca Palm container designed to securely hold a balanced meal
Optical spacing
Optical spacing
Clear spacing
Clear spacing
Tiny
Tiny
Small
Small
Medium
Medium
Large
Large
W: < 139
W: < 139
W: 140-199
W: 140-199
W: 200-348
W: 200-348
W: 350 >
W: 350 >
logo
logo
BRAND Id ntity
BRAND Id ntity
Product Sans
Product Sans
Fried Nugget
Fried Nugget
Ghar yaad aa jaayein
Ghar yaad aa jaayein
Ghar yaad aa jaayein
Ghar yaad aa jaayein
#F9C380
#F9C380
#89C4BD
#89C4BD
#EE756E
#EE756E
Ghar yaad aa jaayein
Ghar yaad aa jaayein
Ghar yaad aa jaayein
Ghar yaad aa jaayein
Ghar yaad aa jaayein
Ghar yaad aa jaayein
Pink: Warmth and Home
Pink: Warmth and Home
Yellow: Fresh and Sustainable
Yellow: Fresh and Sustainable
Green: Trust and Reliability
Green: Trust and Reliability
Color palette & logo visibility
Color palette & logo visibility
Warmth
Warmth
Community
Community
Trust
Trust
Affordable
Affordable
Reliable
Reliable
Reliable
Reliable
Sustainable
Sustainable
Healthy
Healthy
Accessible
Accessible
Motherly
Motherly
Brand values & keywords
Brand values & keywords
Theme
Theme
Mascot
Mascot
Patterns
Patterns
Packaging design
Packaging design
Home Page
Home Page
Curated meal options based on past orders, popular picks, and discounts make meal selection easy and personalized.
Curated meal options based on past orders, popular picks, and discounts make meal selection easy and personalized.
Choose the best tiffin
Choose the best tiffin
Detailed view of a tiffin provider showcasing their offerings, ratings, and meal plan availability across different time slots.
Detailed view of a tiffin provider showcasing their offerings, ratings, and meal plan availability across different time slots.
Create Subscription Plan
Create Subscription Plan
Users can choose a tiffin provider, set weekly/monthly schedules, select delivery days, and meal timing - all in one place
Users can choose a tiffin provider, set weekly/monthly schedules, select delivery days, and meal timing - all in one place
Cart Overview
Cart Overview
Users can review their order, apply coupons, and confirm delivery location before final checkout.
Users can review their order, apply coupons, and confirm delivery location before final checkout.
Live Delivery Tracking
Live Delivery Tracking
Real-time order tracking offers transparency and peace of mind, showing the delivery path and estimated time.
Real-time order tracking offers transparency and peace of mind, showing the delivery path and estimated time.
Chatbot
Chatbot
The chatbot helps users personally and offers quick access to support conversations, helping them easily reach out to the Amma team for assistance
The chatbot helps users personally and offers quick access to support conversations, helping them easily reach out to the Amma team for assistance
Webpage design
Webpage design
Landing page
Landing page
Subscription Plans
Subscription Plans
Contact & FAQs
Contact & FAQs
Conclusion
Conclusion
The AMMA project reimagines the traditional Indian tiffin service by creating a digital aggregator platform that bridges the gap between local food providers and urban consumers seeking affordable, home-cooked meals. By leveraging technology, AMMA not only simplifies meal ordering but also supports small-scale tiffin businesses, promotes sustainable packaging solutions like areca palm, and enhances customer experience through a tiered loyalty system and transparent service delivery. Rooted in empathy and everyday Indian realities, AMMA stands as a user-centric, scalable, and socially responsible solution that brings the warmth of "ghar ka khana" into the fast-paced urban lifestyle
The AMMA project reimagines the traditional Indian tiffin service by creating a digital aggregator platform that bridges the gap between local food providers and urban consumers seeking affordable, home-cooked meals. By leveraging technology, AMMA not only simplifies meal ordering but also supports small-scale tiffin businesses, promotes sustainable packaging solutions like areca palm, and enhances customer experience through a tiered loyalty system and transparent service delivery. Rooted in empathy and everyday Indian realities, AMMA stands as a user-centric, scalable, and socially responsible solution that brings the warmth of "ghar ka khana" into the fast-paced urban lifestyle
High-Fidelity Wireframes
High-Fidelity Wireframes
Case Study
Case Study
Ghar yaad aa jaayein
Ghar yaad aa jaayein
This project aims to revolutionize the local food ecosystem by centralizing independent tiffin providers into a single, seamless digital interface. By bridging the gap between local kitchens and urban consumers, the platform ensures easy access to authentic, home-cooked meals that prioritize nutrition and hygiene. Our mission is to empower local culinary entrepreneurs while providing customers with a reliable, tech-driven solution for high-quality daily sustenance.
This project aims to revolutionize the local food ecosystem by centralizing independent tiffin providers into a single, seamless digital interface. By bridging the gap between local kitchens and urban consumers, the platform ensures easy access to authentic, home-cooked meals that prioritize nutrition and hygiene. Our mission is to empower local culinary entrepreneurs while providing customers with a reliable, tech-driven solution for high-quality daily sustenance.
Goals
Goals
Problem statement
Problem statement
The Challenge
Home-style tiffin customers struggle with unreliable communication, unclear menus, and lack of flexibility in subscriptions, leading to mistrust and frequent drop-offs.
Amma Tiffin Service needed a simple digital experience that builds trust, improves transparency, and reduces daily coordination friction for both customers and the service provider.
The Challenge
Home-style tiffin customers struggle with unreliable communication, unclear menus, and lack of flexibility in subscriptions, leading to mistrust and frequent drop-offs.
Amma Tiffin Service needed a simple digital experience that builds trust, improves transparency, and reduces daily coordination friction for both customers and the service provider.
This project aims to revolutionize the local food ecosystem by centralizing independent tiffin providers into a single, seamless digital interface. By bridging the gap between local kitchens and urban consumers, the platform ensures easy access to authentic, home-cooked meals that prioritize nutrition and hygiene. Our mission is to empower local culinary entrepreneurs while providing customers with a reliable, tech-driven solution for high-quality daily sustenance.
This project aims to revolutionize the local food ecosystem by centralizing independent tiffin providers into a single, seamless digital interface. By bridging the gap between local kitchens and urban consumers, the platform ensures easy access to authentic, home-cooked meals that prioritize nutrition and hygiene. Our mission is to empower local culinary entrepreneurs while providing customers with a reliable, tech-driven solution for high-quality daily sustenance.
Project overview
Project overview
Target audience
Target audience
The target audience is primarily defined by people who are living away from home and seek the reliability and health benefits of a home-cooked meal over commercial fast food.
The target audience can be categorized into three main segments:
The target audience is primarily defined by people who are living away from home and seek the reliability and health benefits of a home-cooked meal over commercial fast food.
The target audience can be categorized into three main segments:
The Providers
The Providers
Age Range - 35 – 60 years
Age Range - 35 – 60 years
Gender - Predominantly female (Homemakers and small-scale entrepreneurs)
Gender - Predominantly female (Homemakers and small-scale entrepreneurs)
Location - Residential neighborhoods and local colonies
Location - Residential neighborhoods and local colonies
The Consumers
The Consumers
Age Range - 18 – 35 years (Students and Young Professionals)
Age Range - 18 – 35 years (Students and Young Professionals)
Gender - All genders ( People living in PGs/Hostels )
Gender - All genders ( People living in PGs/Hostels )
Location - Tier 1 & Tier 2 cities (Urban hubs with high migrant populations)
Location - Tier 1 & Tier 2 cities (Urban hubs with high migrant populations)
Interviews and insights
Interviews and insights
Data is based on the survey of 34 participants who have used/are using any tiffin services
Data is based on the survey of 34 participants who have used/are using any tiffin services
How do you find tiffin services ?
How do you find tiffin services ?
Employee - I usually ask my colleagues or relatives for good tiffin services nearby.
Employee - I usually ask my colleagues or relatives for good tiffin services nearby.
How do you find customers ?
How do you find customers ?
Tiffin Services Provider - I calculate my service details on WhatsApp groups and advertise through word of mouth with existing customers who then share it with new potential customers.
Tiffin Services Provider - I calculate my service details on WhatsApp groups and advertise through word of mouth with existing customers who then share it with new potential customers.
What is your criteria selecting a tiffin service?
What is your criteria selecting a tiffin service?
Employee - I look for clean and hygienic food which tastes good . I want homely food which delivers on time.
Employee - I look for clean and hygienic food which tastes good . I want homely food which delivers on time.
What are your basic expectations for food items for your tiffin?
What are your basic expectations for food items for your tiffin?
Student - 2 sabji , 2 chapati , rice , dal .
Student - 2 sabji , 2 chapati , rice , dal .
What is the price of your tiffin and it’s subscription ?
What is the price of your tiffin and it’s subscription ?
Tiffin Service Provider - regular sized day tiffin costs R.s 100 and if anyone wants to buy a subscription , i offer discounts based on their plans .
Tiffin Service Provider - regular sized day tiffin costs R.s 100 and if anyone wants to buy a subscription , i offer discounts based on their plans .
What was your need for opting a tiffin service?
What was your need for opting a tiffin service?
Student - I stay alone and have college so don’t have time to cook and hence I order from tiffin services.
Student - I stay alone and have college so don’t have time to cook and hence I order from tiffin services.
