TARGET AUDIENCES

Busy Housewife / Solo dweller / Specific eater (vegetarian, diet,…).

Interview question + conclusion (Qualitative Research)

• Interview questions:

  • Regarding the need for fruits and vegetables:
  • About users' shopping habits:

• Interview’s Conclusions:

  Based on our interview with various individuals regarding their fruit and vegetable consumption habits, we've drawn the following conclusions:

  • High demand for fruits and vegetables among Vietnamese consumers, especially seasonal varieties. This was evident as most participants reported consuming fruits and vegetables at least twice daily. Moreover, many expressed a preference for seasonal produce due to its superior taste, freshness, and nutritional value.
  • Online platforms are the preferred choice for purchasing fruits and vegetables. This trend can be attributed to the convenience offered by online shopping, particularly for busy individuals. Additionally, many online platforms provide a wide selection of seasonal produce, catering to consumer preferences.

  Considering these conclusions, we offer some recommendations for online fruit and vegetable apps:

  • Seasonal Offerings: Championing seasonal produce will significantly attract health-conscious consumers.
  • Educate and Empower Consumers: Foster awareness and understanding of the benefits of fruit and vegetable consumption through informative content, recipe suggestions, and potential collaborations with health professionals.
  • Engage Users: Integrate interactive features like recipe recommendations, product reviews, and loyalty programs to foster user engagement.

PERSONAS

Primary user:

Name: Hanh Nguyen

Age: 40

Occupation: A health-conscious housewife who strictly chooses ingredients for each meal in the family.

Personality: Caring, money-saving, disciplined, healthy.

Bio: Hanh is not just a housewife, she is also a nutritious expert in her family because she often cares about the quality of each ingredient and how to combine them to boost nutrition as much as possible. She likes to select fresh ingredients with season choices to vary the menu for her family.

She loves to prepare meals for the family. Moreover, she sometimes goes to local farmers for organic vegetables and supports food rescue. However, sometimes, she does not have time to go to the supermarket or trust grocery store. Therefore, she needs a trusted grocery app to choose meal components on her behalf.

Scenario:

• In the afternoon on weekends, Hanh often drinks tea in her cozy kitchen alone.
• Before preparing the dinner, she thinks about what she cooks today and makes a list of ingredients for next week.
• She opens the app and receives the “seed” from Daily Quest, and then she enjoys scrolling through grocery lists to get more information about how to process the ingredients.
• She makes a final order for today and checks out.
• She visits her virtual garden for planting while waiting for the delivery.
• She rates for the service and starts to cook dinner for her family.