3. Based on basic mobile application
technology
3G enabled
tap on GPS to detect eateries
digital database
Pervasive
137.4% mobile penetration rate (Dec ‘09)
3G network coverage island-wide
Immediate response and feedback
Convenient
Generate awareness & interaction between
users
4.
5. Target audience Issues
physical differences
singaporean youths, 16-25 years old
Students, NS men, or entering workforce
psychological differences
BMI indexes
87% own mobile phone
68% of youth engaged with social networking,
their top online social activity
social stigma
usage differences
food hype
health-conscious
heterogeneous group with different needs and
wants
e.g. Halal diet, food allergies
Problem:
how and where?
6. Activity:
Finding available dining options
Goal: Encourage healthy eating (e.g. fulfilling 2+2
requirement)
Task: Create awareness about healthier eating
choices available
7. Physical
anywhere, anytime, with Internet access
cross platform
Social
individual vs. group settings
peer pressure, social norms
gender
Culture
community & individual culture
“foodie” culture
dietary limitations
16. Uh oh.. You have
not taken enough
fruits for today.
How about an
apple?
17. Uh oh.. You have
Bananas
not taken enough
contain a
natural
fruits for today.
chemical which
How aboutaan
can make
apple?
person happy.
18. Incentive to use
Mobile: use it anywhere, anytime
Personalized
catered to our own goals, needs and wants
Goal-oriented, task-focused
Free for users, low maintenance cost
A portal to reach out to our target
audience, but not limited to our target
audience
A healthy diet, as compared to just
eating 2+2
19. Food For Thought
1. Do you think people will be distracted by the
food directory part of the application? Suggest
ways to bring the focus back to healthy eating.
2. Do you think this application is suitable for
both male and female users? Are there any
social implications of using such an
application?
