Research Focused on the User: Proposal for a New Sustainable Food Service System

Food sector became industrialized like every other sector during industrial revolution. But this system is not suitable for increasing demand of food. Moreover, half of the world is suffering from hunger while great amount of food products become useless and garbage. It's obvious that this system is highly unsustainable. From the user's perspective, non-sustainability related problems about choosing what to cook, not knowing how to cook and having less time to prepare healthy food in daily life are focused in this project. Problems of users can be solved with design projects which has also environmentally positive results. The main question of this project is, how design can develop new ways of buying food which will solve this problem and has less environmental impact. The scope of the research is grocery stores, street markets and vegetable/fruit delivery services -in other words- services that makes raw food materials available to consumers. “Healthy on the Go” project which is the focus of this paper is based on the idea that users buy a package of a defined meal, instead of buying ingredients separately. This article aims to make a usability research of this potential food service project proposal; using questionnaire, interview and persona creating techniques as an approach to the research. Desired results of the research are to understand user behavior and motivations on food material choice; and to reach a conclusion, if such a system would have a positive impact on consumers.