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ShopWell: The Next Generation of Food Consumption.

Nov 4, ’10 7:24 AM

My Google search agent for “IDEO” highlighted a venture launched by the company called ShopWell.  While the site is still in early beta, I’ve signed up to take advantage of the service that ShopWell is offering – which is to ultimately help me select food choices that are right for me.

ShopWell

While you can read about ShopWell in a more in-depth article here, one of the key points that I’ve taken away from this article is how ShopWell can meet the needs of both consumers and food manufacturers.

While standard nutrition labeling has helped, it is too generic to offer any real guidance to consumers – especially if the person has health conditions, is allergic to certain ingredients, or is extremely athletic.  At the same time, with 99 of every 100 new food products failing, food manufacturers need a better way to figure out what consumers want.

By radically simplifying the decision-making process for consumers (essentially categorizing foods into red/yellow/green status items that meet consumer’s specific needs), and providing manufacturers with greater transparency into these choices, ShopWell is a company designed to serve both of these needs.

Check out Wade Roush’s article here to learn more about this new endeavor.

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BP’s “Living Lab”.

Mar 28, ’09 10:31 PM

One of the challenges with introducing new products and concepts into an environment is that one never knows how the “customer” will react.  There are, of course, many ways to ensure that new product and service offerings are accepted more readily.  Some basic methods involve customer surveys and usability studies, while more advanced examples involve in-depth “anthropology” – i.e. studying how people behave and react to challenges and designing appropriate solutions to meet their needs.

BP has taken a unique approach to this “anthropology” concept through another advanced concept known as the “Living Lab”.  Instead of simply designing what a “next-generation” gas station could look like, they actually built it.  The formal name of this innovative gas station is the “Helios House”.

In terms of the objective, BP’s web site says it best:

It’s not a prototype “station of the future.” It’s a station for today that’s a little better, a living lab where we can try out ideas for other stations and where people can find ideas they might want to bring into their own lives. It’s a kind of a conversation between BP and people who come into the station, a conversation about how we can both move up a notch on the greencurve.

In looking at the associated PDF (also on the web site) and visiting the station in person, it’s clear that BP met its objectives.  While BP staff may not emulate IDEO’s staff in terms of pure anthropology, the concept of the “Living Lab” has its share of benefits.

helios_2helios_3helios_13

Instead of deploying this new design across the board, they built just one.  This single unit allows them to test in the real-world which will allow them to make better long-term decisions later on.  Another benefit is the “osmosis” effect – the sheer presence of the building can encourage customers (and even competitors) to think more carefully about their environmental footprint, which ultimately benefits everyone.

The numerous concepts employed in the “Helios House” are interesting by themselves, and even more interesting when combined.  Is there a way where you can design and deploy your own “Living Lab”?  What concepts would make up the larger puzzle?  What should the puzzle look like, and can customer interaction with the “lab” allow for the creation of a new puzzle?


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