Affordable Cooking Solutions: Convenient, Healthy Meals at Home
TastyTiffin connects local chefs with consumers seeking fresh, personalized meals through flexible ordering, real-time tracking, and sustainable practices, redefining meal delivery in India.
CLIENT
Savannah College of Art and Design
DURATION
September-November 2024
ROLE
Project Lead, Lead Designer, Research, Service Design, UI/UX
IMPACT AREA
Promoting Sustainable Food Solutions through Technology
We conducted extensive research to uncover the challenges urban professionals face with meal preparation. Our white paper revealed key pain points:
Heavy reliance on hired help and quick takeout due to time constraints.
Decision fatigue from daily meal planning.
Lack of affordable and personalized meal services that cater to busy lifestyles.
These insights shaped our approach to designing a flexible, health-conscious meal service that fits seamlessly into customers’ daily routines.
Problem Statement
Urban professionals struggle to maintain a healthy, balanced diet while juggling demanding schedules. Limited time for meal preparation leads to reliance on inconsistent, unhealthy, or expensive food options, creating a gap in the market for convenient, nutritious meal solutions.
Key Insight
How might we offer convenient, healthy, and customizable meals that support individual dietary goals?
TastyTiffin is a meal service platform that delivers personalized, home-cooked meals and meal kits to busy professionals and families.
TastyTiffin connects working professionals in urban areas with meal providers, offering a seamless solution for healthy, convenient, and affordable dining. For busy individuals, it eliminates the hassle of cooking by providing personalized meal options, while chefs, home cooks, and restaurants gain steady clients and flexible work opportunities through a digital meal service platform.
SERVICE OFFERS
Pre-prepared Meal Service
Fully cooked, customizable meals that only require reheating, tailored to various dietary preferences.
Optional Meal Kits
Meal kits with pre-portioned ingredients and simple recipes, to be prepared with minimal effort.
Customized Meal Experience
Personalized meal plans with subscription options and professional chef consultations.
Approach and Strategy
Co-Creation Workshops
To shape TastyTiffin’s service model, we conducted co-creation workshops with consumers and meal providers. These sessions provided insights into users' struggles with meal planning, ordering friction, and the need for trust in meal quality. Through idea-generation exercises, we developed solutions that balance convenience, cost, and personalization.
Ecosystem Map
The Ecosystem Map of Modern Food Consumption revealed a diverse range of meal options but highlighted gaps between health experts and providers, limiting health-focused solutions. By addressing these gaps, we identified opportunities to create customized meal plans for health-conscious consumers. The map also emphasized the need for transparency in quality, pricing, and convenience, along with the potential for online engagement to build community and customer loyalty.
Empathizing with our customers
The Customer Journey Map, created after an idea-generation co-creation workshop, revealed the struggles of customers like Neha in maintaining healthy eating habits amid busy schedules. Insights from the workshop highlighted challenges in finding a meal service that balances convenience, cost, and quality, while also addressing the lack of customization. These findings underscored the need for a personalized, convenient, and health-focused meal service tailored to fast-paced lifestyles.
Streamlining Meal Delivery for Convenience and Quality
We used the Service Blueprint to map out the key processes, interactions, and backend operations that ensure a seamless meal ordering and delivery experience. By outlining each step—from meal selection to preparation, dispatch, and customer feedback—the blueprint highlights essential touchpoints that enhance efficiency, personalization, and reliability.
Developed through co-creation workshops, the blueprint integrates insights from both customers and meal providers, addressing challenges like scheduling reliability, real-time order tracking, and personalized meal customization. This structured framework ensures a smooth and transparent service, aligning customer expectations with operational workflows to deliver fresh, healthy, and tailored meals effortlessly.
As part of our second co-creation workshop, we created prototypes of our key screens to help our stakeholders understand the initial flow of our service.
Redefining Meal Solutions for Busy Professionals
