Foodlab Bandung is a project with collaboration between Riset Indie, HIVOS, IIED, and CCE MBA ITB. You might read further food(change)lab project information because it has been done since 2015. Then it continued for the phase 2 at the end of 2017.
In this project I worked as a designer and researcher, teamed with another 4 great people and a project manager.
Here is the design challenge that given:
“HOW MIGHT WE elevate the role of PKL as an outlet for healthy/hygienic food, especially for low-income consumer?”
Street Food, What and Why?
In Indonesia, street foods are often called PKL (pedagang kaki lima). PKL somehow seems becoming the never-ending problem in some ways, especially in the way they do the selling activity (cooking, serving, and cleaning) and where they sell the food.
about healthy food issue in Bandung.
Trivia: Do you enjoy eating at street food? or do you prefer cook by yourself?
What was the method that we used? What did we found?
Here, we used practical design thinking skills and mindsets and turn your customer needs into human-centered solutions.
What is the uniqueness of this research method? In general, this method was used in several steps. We were using the agile method which can be iterated. Here is the detail
- Observing: “Listen with your eyes” and discover what people really care about.
- Learning from Extremes: Stretch your thinking beyond assumptions and get to bolder ideas.
- Interviewing: Conduct interviews to get deeper, more honest responses.
- Immersive Empathy: Learn what it means to “walk in someone else’s shoes.”
- Sharing Insights: Craft compelling insights that will inspire innovation.
We also used system thinking as the solution getting wider coached by Mr. Teten Avianto, a System Thinking expert.
Systems thinking expands the range of choices available for solving a problem by broadening our thinking and helping us articulate problems in new and different ways. What is the most difficult is drawing causal loop diagram. Oh, my God. In this project, we also had a Forum Group Discussion (World Cafe method) with different stakeholders.
In the process, we used sticky notes and started affixing them to a wall along this method. Then, we did “diverging, converging, and diverging again” method, because there were a lot of ideas. This method is unique and I think it is the best way to conclude an idea from 6 brains of people. We went off and sketch out their ideas, come together to share and discuss, and then go off again and build on the work of others.
The most challenging process is when we went for the in-depth interview where we should find and meet interviewee who is in the extreme criteria. We had to stroll around the place, buy some snacks only to talk to them as friendly as we can.
PKL Research Result
Based on the experience of team members, the most discussed experience is about food hygiene and freshness of raw materials. Assumptions that emerged after the clustering process (affinity mapping) led us to observe how they cook and the environment and sanitation.
Our findings through the in-depth interview were quite interesting. We found that some people do self-service for having their food in PKL, especially the younger age. The variation of menus also makes the PKL seems special. In case of healthy food, people will concern of the hygiene if they had traumatized by their past experience.
“There’s no demand yet of healthy food on PKL”
So, who actually the real consumer who need PKL?
After we interviewed around 10 PKLs and 4 PKL from 4 different extremes (how they cook: experience and inexperience; environment and sanitation: clean and dirty), we found that the consumer of PKL mostly are educated and comes from different backgrounds. The consumer tends to prioritize the taste and budget of food to consume, rather than the cleanest food. Therefore, we tried to change our perspective from consumer views. Yet we iterate the process.
Consumer Research Result
We tried to do another in-depth interview with 4 low-income customers from different extremes:
1. Education view (elementary school graduate and bachelor graduate)
2. Information access (low and high)
- Cheap price, good taste, and easy to get it / process it is a priority.
- They do not have enough knowledge about healthy food and health.
- They conscious and concerned about food hygiene.
- They do not have enough knowledge about how to cook.
- They do not get the complete nutrition
What we found interesting and hilarious was that an old man we know said “Tahu, tempe enak. Daging lebih enak. Kalau micin mewah”
“Tofu and tempe are delicious. Meat is more delicious. If you use additive (MSG), it was a luxury”. – Pak Endang
After we gather all data, we got the main insights of our finding that low-income consumers need impactful information of cheap, easy-cooking and diverse food. Eventually, we made a design challenge as it written below.
How might we create a simple reachable information access about cheap easy-cooked diverse food for low income consumers in densely populated area to fulfill their nutritional need?
Based on the research, we need to share the information on how to gain the healthy food with easy step and cheap. Thus, we created an advertisement which inspired by a figure with Indonesian drama (sinetron) style. We also inspired by Gordon Ramsey as a professional chef. The information will be presented by Chef Dadang Ramzi, a fictional character created in various media such as drama ads, short videos, comics and more
The character will deliver the message packaged in the story with the public’s taste (such as sinetron or FTV). This method is expected to convey a message about health, easy and cheap recipes to the low-income consumer effectively.
see our project result on Youtube (note: Sorry, we intentionally made a cheezy mock-up video)
The prototype test was conducted in Dago Pojok area, with total respondents as many as 6 people with different vulnerable age ranging from elementary school children, adolescents, to old age. We do this to get information and user feedback from a variety of perspectives. User testing is done by filling out questionnaires and interviews.
We noticed that parents have the high enthusiasm for recipes and also how to present information on advertisements. They see that the recipes are relatively easy to follow. For gentlemen who do not like to cook, like one of our sources, Pak Invite, tend to ignore the ad.
For people with young age tend to like the way of delivering information because of the element of comedy in the prototype ads we have created.
Finally, we had a presentation in the Foodlab exhibition to show to the public that this problem has occurred in society. The method of “Insight of Innovation” taught us to be more emphatic and think more with human-centered approach. From this research, we hope that people will be more aware of their healthy life.
Designers: (left to right) Fathan Abdillah, Nathaniel Orlandy, Mohammad Faisal, Vivian Maretina, Bimo Atiflu.
Project Manager: Amanda Mita.
Thanks to Mba Nana, Mba Mel, and all Riset Indie team.
Special thanks: Roly Anwari and Nuha
PKL – Pedageng Kaki Lima, moving street food
Sinetron – Indonesian drama