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A Texas supermarket's innovative "Zócalo Food Court" gently leads not-yet-health-nuts toward healthier eating

Inspiring people to make gradual changes using instant visual nutrition feedback, healthy meal options that taste great, in-store education

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Who is the target audience for your idea and how does it inspire the end user to lead a healthier life?

My idea focuses on the Texas region, and envisions partnering with a specific grocery chain with strong Latin American ties; but the concepts are applicable to all regions of the US. I've framed my detailed idea description as a hypothetical newspaper interview dated one year from now, which captures the philosophy of inspiring and helping people to make gradual changes through a combination of high-tech nutrition tracking, healthy meal options that taste great, and in-store education.
A Texas supermarket's innovative Zocalo Food Court gently leads not-yet-health-nuts toward healthier eating


By Ken McAlpine, Senior Food & Health reporter for Money Street Journal

On July 19, 2016

Tish Martinez has pledged to eat 500 of her next 1000 meals in RIO Supermarket's new Zócalo Food Court. Tish is Zócalo's president. She vows, "I won't get bored with the food, and in a year I'll be healthier than ever!"

After a moment's reflection, Ms. Martinez adds, "Where will fast-food chain executives be dining?"

Martinez and Zócalo are on a mission to prove that delicious, convenient, affordable meals can be healthy. Says Ms. Martinez, "We all know now that the US faces a huge epidemic of food-related illness and obesity. This crisis is fed, literally, by fast food, highly processed food, junk food, ridiculous portion sizes, and a lack of proper nutritional balance."

"RIO is positioning Zócalo Food Court as no less than Texas' antidote to this epidemic. And we want an inclusive cure that cuts across all ethnic and socio-economic groups."

This is a large promise to fill. So how does Zócalo intend to pull it off?

To find out Zócalo's secret sauce, I fly to Houston and meet with Tish Martinez for lunch at RIO's debut Zócalo location.

The Zócalo Food Court is a large, mostly self-serve venue for dine-in and take-out meals. The supermarket food court features several serving stations offering both hot and cold meal options. The selection is eclectic, reflecting Texas' cultural diversity. The physical space feels inviting, as if it is a calming oasis in the midst of the supermarket's usual hubub. Colorful Mexican tiles add a nice touch. At first glance, the salad-bar-on-steroids concept of, say, a Golden Roundup restaurant comes to mind.

As I begin to serve up my lunch, I quickly realize: This sure is no Golden Roundup! The serving stations, and even the cafeteria trays, are tricked out with sensors and digital electronics that instantly tally the nutritional metrics of my food as I serve up the selections. A visual info-graphic display, projected next to my cafeteria tray, shows my meal's calorie count, plus another number labeled "Nutritional Balance Index" (NBI for short).

Ms. Martinez explains that the NBI quickly summarizes, on a scale of 1 to 100, how well-balanced your meal is. Says Tish, "It's a bit like a game... try to keep the calories below your personal target, and try to make the NBI as large as you can."

Tish adds, "We even give kids a happy prize — but not as a reward for eating the same old nuggets meal after meal. They only get the happy prize if their NBI score is over 80."

Tish sketches for me a fundamental predicament faced by a healthy-eating venture like Zócalo: "In order to attract and retain customers, Zócalo's food needs to be tasty. But if the food is delicious (and our customers tell us it is), there is always the temptation to over-indulge. The computer wizardry makes portion control easy, and gently nudges our customers toward a balanced diet." Catch-22 resolved.

Ms. Martinez fills in more tech details: "Even customers without smart phones get these basic nutrition  tracking benefits. But with our iPhone app, customers can get more detailed nutrient stats, trend graphs, and personalized suggestions."

"Let me show you one of the features I think is pretty cool..." Tish leads me to the dessert bar, takes out her iPhone, and picks up the serving tongs for the Linzer Torte. Without missing a beat, Ms. Martinez' phone scolds her with a game-show-wrong-answer-buzz sound. Tish explains, "I've listed gluten intolerance in my profile, and that piece of cake contains wheat."

I ask Tish about a small group of diners and a Zócalo staffer (in tell-tale red polo shirt) off to one side of the court, who look as if they've gathered for a lunchtime seminar. Tish says my observation is right on target... this is one of Zócalo's fifteen-minute mini-classes. Tish explains, "We want to do for healthy lifestyle education in the community what Apple Stores are doing in the world of consumer electronics. Courteous, knowledgable staff teaching useful tips on nutrition, cooking and various health topics, all in a casual, supportive style. They're our ambassadors for healthy eating."

Another feature of the Zócalo Food Court that immediately catches your eye is that serving stations and cafeteria trays are outfitted with see-through windows that reveal the computer processor boards behind all the nutrition tracking magic. I ask Tish why they're showing the innards. Tish replies, "We got the inspiration from the truth windows that Austin straw-bale-house owners have in their walls, revealing the truth of the construction."

"A bit of a gimic," I ask? Tish replies, "Perhaps. But for tech-savvy millenials, the cool electronics may draw them in to the health aspect. In the 60's, many teens wouldn't have listened to classical music if you paid them... but Moog synthesizers were cool, and with Switched-On Bach's release they got lured into an appreciation of classical. We hope for a similar effect."

Tish goes on to say, "We even have a technical fact sheet for those interested in how it all works." She rattles off a tsunami of facts about all the ARM Cortex embedded chips talking ZigBee, the serving station and tray sensors, double-entry bookkeeping principles, iBeacons talking Bluetooth to iPhones, and more. She lost me about a mile back at the intersection of Cortex and ZigBee.

Tish notices that my eyes have glazed over and shifts the topic:

"Zócalo isn't only about gadgets. Empathy for the customer is just as important. As well as a passion for food innovation where delicious meets healthy." I ask Tish to say more about the empathy factor. She tells me, "Large, abrupt changes of habit go against human nature. An overnight switch from burgers and fries to tofu and sprouts just isn't going to happen. We think a path for gradual transition is needed."

"We serve many old favorites – real crowd pleasers – which are healthy, but don't shout out Health Food!!! and risk turning off mainstream customers. You don't need to be on a health program to come into Zócalo Food Court and enjoy the food."

Tish points to the Baja fish taco on my plate as Exhibit A. It's got pieces of grilled Mahi Mahi, shredded cabbage, tomato and avocado slices, cilantro, a dollop of chipotle yogurt sauce, some queso fresco, and mango chunks, all wrapped in a tortilla that's 75% blue corn and 25% whole grain amaranth. Tish exclaims, "Everything in that taco is super healthy! Now what's your verdict?" I confess that the eating experience is heaven on the seventh floor. Ms. Martinez adds, with a detectable touch of pride, "I developed that blue corn/amaranth recipe in my own kitchen."

"Wherever possible, we try to gently guide customers, by small steps, in a healthy direction. If we serve a familiar dish containing refined grains, we'll generally place a whole grain counterpart next to it. For example, we've created a version of arroz a la mexicana made with Nishiki brown rice simmered in a purée of tomato and broccoli."

"And we're trying to drive down the carbs that have gotten so out of hand. General Tso's chicken may well be America's favorite food, but it's got way too much sugar. We call our alternative General Joe's. It's actually an authentic tangerine peel chicken recipe from Chengtu, China. It has 1/16 the sugar of a typical Tso recipe, and tastes fantastic."

Tish notices the two Better-than-Buffalo wing-dings on my plate, and observes, "This is Texas, and, granted, we'll never give up our brown-sugar-based BBQ sauces, me included. But Zócalo's recipe developers are trying to chip away at the sugar consumption every place we can. Those Better-than-Buffalo wings are marinated before baking with a shallot/habanero/black-pepper/olive-oil purée, containing zero sugar." I try one. Hot as Dallas in July, but sheer bliss. Before leaving, I grab one of the tear-off recipe cards for the wings so I can enjoy them back in New York. Of course I'll need to change that name.

I ask Ms. Martinez where she sees Zócalo to be headed. She responds, "Our near-term goal is to grow our customer base, expand to more store locations, and continue to refine the format, food offerings and mini-class programs. We think of Zócalo Food Court as a living lab where discovery is ongoing. Further down the road, who knows. We're already kicking around concepts such as spinning out Zócalo as a stand-alone restaurant chain, perhaps outside of Texas as well. We've also had informal discussions with ISD boards about the concept of Zócalo as a school cafeteria contract service. I've even had a casual chat with the Governor of Texas about the concept of  Zócalo as food provider at Interstate highway rest stops within Texas. Our truckers are highly limited in food choices to where they can park their big rigs. They deserve healthier food choices on the road than what they have now." The possibilities sound intriguing.

So, what is my final lunch tally? My calorie count comes in at 520, and my NBI is 81. My happy prize is an EI (enjoyment index) that is off the scale.

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Zócalo Guilding Principles, Inspirations:

  • The Feedback Principle of Product DesignSelf-serve buffet formats have great potential for guiding people toward healthier eating: they offer the user the freedom to build a custom meal (which suits their taste) containing diverse nutrients; and buffet formats also allow finely-tuned portion control. But existing buffets lack the immediate user feedback that Donald Norman’s “Design of Everyday Things” teaches us is so important in product design. At the heart of the base Zócalo concept is the idea of using digital technology (in serving stations and cafeteria trays) to provide that missing feedback. Even the calorie tally alone can assist in portion control and help establish eating patterns that let a user control their weight. The potential value of nutritional feedback came home to me when I decided to eat salads every day for lunch: I gained weight, analyzed how this could be, and was shocked to find that my big scoops of sunflower seeds and ranch dressing, alone, were pushing 600 calories.
  • Ramp Up Users, Don’t Dumb Down Product: During initial concept ideation, a quote from a tweet by Emilie Lasseron kept resonating with me. In the context of a multi-step consumer learning process for the roll-out of a new healthy food product, Emilie tweeted, “Laddering up uses instead of dumbing down products”. The Zócalo concept reflects this philosophy: (a) food selections that enable the building of an ultra-healthy meal are just a few scoops away, all there for the taking (no dumbing down); but (b) the “not-yet-health-nut” user can make a gradual transition from familiar favorites toward a more balanced, optimal and healthy diet (the laddering up). The combination of immediate feedback and mini-classes help this transition to happen. (Note that fast-food chains who have announced plans to gradually make their menus healthier over a period of many years may be laddering up users, but are still dumbing down the product.)
  • No Mobile Device Required: The Zócalo initiative aims to bring the value of convenient nutrition feedback to a broad spectrum of users. As such, a primary Zócalo design goal is to bring basic nutritional feedback for meal selections to users who do not own a smart phone or mobile tablet. (Zócalo also offers a richer feature set, via the Zócalo mobile app, for those who do own a mobile device.)
  • Keep the User Interface Simple: The design of the no-mobile-device-required interface needs to be very simple in order to be useful and accessible to a broad spectrum of users. The current envisioned design provides this simple interface — the controls for user input consist solely of 2 push buttons located on the special cafeteria tray. That's it! More details are given below.


More Actionable and Visual Nutritional Advice in Feedback to User:

The original posting of the Zócalo idea envisioned a basic, no-smart-phone-required user interface consisting of a simple digital readout on the cafeteria tray which gave the user's running calorie tally as they served up their meal; plus a number on a scale of 1 to 100 which gave a rough summary of how nutritionally balanced their meal was. To a degree, the calorie count provides actionable information -- the user can stop serving up food when they hit their desired per-meal target. However, a single index summarizing how well-balanced a meal is does not provide very actionable information to the user. The user needs advice on how to make their meal more balanced. Comments from team member Bettina brought home this point. This prompted a major revision of the envisioned user interface for the no-smart-phone-required nutrition feedback. The new version of the feedback has moved toward a richer, more visual interface, inspired by the Harvard School of  Public Health's healthy eating guidelines and healthy eating plate/pyramid info-graphics. The trick is figuring out a way to make such a richer, more visual nutrition feedback interface available to the user who does not carry a smart phone or tablet. How Zócalo pulls off this trick is described in more detail below.


Nutritional Feedback, rev2. Info-graphics projected onto cafeteria tray


The Nutrition Feedback Design (Second Revision):

During the Refinement phase, team input led to the conclusion that the envisioned Nutritional Balance Index (NBI) does not provide enough actionable information to guide users toward choosing well-balanced meals. A second revision of the envisioned serving-station/tray system seeks to address this shortcoming. The goal is to present the user with an info-graphic display that visually conveys how balanced the user’s meal is, in real-time as the user makes serving selections. The user should be able to tell, at a glance, where there are gaps in their selections.

At least for the time-being, we will use the Harvard School of Public Health's Healthy Eating Plate and/or Healthy Eating Pyramid info-graphics as a starting point for devising a display that provides users with feedback on how healthy their meal is and which offers guidance for building a healthy meal. Harvard SPH has sought to correct deficiencies in the USDA's Food Pyramid, MyPyramid, and MyPlate schemes, basing their corrections on extensive research.

Zocalo's own version of a healthy eating plate, customized to give real-time user feedback how well their meal stacks, and how they can improve it.

The above photo shows the latest version of the proposed Zócalo info-graphic. This display is largely based on the Harvard Healthy Eating Plate, but departs from the Harvard healthy plate in a number of ways in order to add the dimension of real-time feedback to the user on how they are doing with their current meal selections. One point of departure is that each of the 4  food-group slices of the plate has a highlighted sub-region that reflects, real-time, how much of that food group is reflected in the user's current food selections (relative to all the other food groups). For an ideally balanced meal, the highlighted slices for all 4 food groups would have fairly large radii. If there are gaps in the user's meal, for example of the user had not selected much in the way of vegetables, then this deficiency would be visible at a glance, being reflected in a small radius highlighted region for that given food group. Another departure from the Harvard Healthy Eating Plate is that the Zócalo Healthy Plate uses the terms "Grains" and "Protein" for two of the food groups in the plate, whereas Harvard uses the terms "Whole Grains" and "Healthy Proteins". We completely agree with Harvard that eating whole grains and the healthier proteins should be encouraged. But if we were to only  count food selections as contributing to the "Grains" plate slice if they were whole grains, and not count red meat as contributing to the "Protein" plate slice, this would create a skewing of the feedback information regarding how well-balanced the meal is. In keeping with the Zócalo principle of gradually laddering up the users, we factor the "Grains" and "Protein" feedback into two separate pieces of information: (1) how much of the given food group is represented by the user's meal selections (quantity oriented information); and (2) the quality of the user's selections of the given food group. So, for instance, the feedback described above of using highlighted sub-slices of different radii to tell the user whether their meal is balanced does not discriminate between different sources of protein or different kinds of grains. To give the user feedback on the level of quality or healthiness of the "Grains" and "Protein" food groups, we accompany those plate slices with gas-gauge-like meters that signal whether the grain or protein selections are healthy or not-so-healthy. The Zócalo Healthy Plate also departs from Harvard's plate in (i) adding the calorie count and a summary metric on how well-balance the meal is at bottom of screen (instead of our original vision of these tallies being shown via an LCD display on the user tray); (ii) adding an advice section on the right, which, based on user's current food selections, gives feedback verbiage on good and bad points of current selection, and suggestions for how to fill in gaps; (iii) several color stars next to the "Vegetables" food group slice, which fill in with the various colors reflecting vegetables in the user's meal. The idea behind the stars is to take Harvard's advice on eating a full spectrum of colors in vegetables, and add the dimension of feedback on how well the user meal follows the advice.

In addition to this nutritional feedback info-graphic screen, we envision a second screen, dubbed the “Inspire Me!” screen, where the system makes suggestions (say, 2 or 3) of serving items that would help the meal achieve better balance. The Zócalo Healthy Plate info-graphic could be the default screen. By pushing an “Inspire Me!” button located on the cafeteria tray, the user can, at any time, request suggestions from the system.

A sample of what the
User controls for  activating nutrition display and seeking advice.

Zócalo will tentatively base the guidance for both the Zócalo Healthy Plate info-graphic and the Inspire Me! screen upon the Harvard School of Public Health guidelines. It remains to be determined how the nutritional balance summary index will be calculated. We will seek an approach to distill down a single number that rates how well the user meets the Harvard healthy plate and pyramid guidance on how to build a healthy meal. 

Implementing the Info-Graphics Display, Without the Need for User to Own a Smart Phone:

As stated above, a key Zócalo design goal is that the basic nutritional feedback should be available even to users who do not carry a mobile device. Therefore, the envisioned info-graphic display and “Inspire Me!” screens need to be a part of the store's system, and not depend upon a user device. This constraint presents a design challenge. One might envision large flat-panel displays as part of the serving stations, such displays showing the healthy plate info-graphics and “Inspire Me!” screens. One problem with this approach is that multiple users will often be making simultaneous use of the same serving station, and keeping the information straight for the multiple users could be difficult to do cleanly. Furthermore, the big-flat-panel approach lacks any degree of privacy. It’s like a public bill-board displaying the anatomy of one’s meal. Another approach might be to incorporate an LED screen into each cafeteria tray. But this seems unworkable partly due to high cost, but also due to a lack of available real estate on a tray, as well as the fact that trays are fairly messy places with frequent spills.

To resolve these various demands, the second revision of the envisioned system uses a custom-designed tray ledge. This tray ledge plays a dual role:

(i) the normal function of the ledge as a surface that supports the user tray, and which allows the tray to be slid along the serving line; and

(ii) a sort of projection screen onto which the display images can be projected via a digital projector.

In the envisioned system, the display image for each user is projected onto a ledge region adjacent to the user’s tray. The digital projector could be located on an overhead track, in which case the image is projected down onto the ledge in a front-lit fashion. As the user slides their tray, location detection (e.g. via iBeacon technology) would allow the projector to move in concert with the tray location to keep the image adjacent to the user tray. (Multiple projectors would accommodate multiple users simultaneously using a given serving station.) The following mockup illustrates the approach of using front-lit projection onto the tray ledge via projectors located overhead:

Info-graphic display projected onto tray ledge via overhead digital projector.

One could alternatively use upwardly-pointing digital projectors located on a track close to floor-level under the serving station's tray ledge. This approach requires a special tray ledge with a center panel that is a translucent surface appropriate for displaying a back-lit projected image. This back-lit approach is preferable to the front-lit, overhead projector approach, since with the latter user hands, arms and head could get into the light path of the projected image. The following two photos show a full-scale serving station ledge prototype that uses the back-lit approach. The first photo shows the ledge and a mockup tray with the projection inactive. The second photo shows the same setup with the projector activated. The prototype uses a stretched membrane for the central translucent back-lit screen, which was created using a "frost finish" shower curtain:

Full-scale tray ledge prototype, with display in off state.
Full-scale tray ledge prototype, with display in on state.


The Lightweight Prototype User Trial:

Implementing a prototype of the envisioned digital food serving and nutritional feedback system was not a viable option during the Challenge Refinement phase because of time constraint. So an alternative lightweight prototype approach was devised to get initial user feedback on their impressions of a serving system that provides real-time nutritional feedback. The first trial was described in an attached document, and did nearly automatic calorie counting using an analog method. In this approach, pre-measured portions of each ingredient selection were presented in a build-your-own-baja-taco buffet. Each ingredient plate was accompanied by a bag of rice whose weight was in proportion to the calorie count of the pre-measured portion. Each time the user made a selection, they piled the bag of rice onto a kitchen scale. The scale numbers and absolute weights of the rice bags were such that the user could directly read off the running calorie count of the taco as they custom assembled it.

In the second trial, I continued to use an analog approach, but used length rather than weight as my "gauge". Each ingredient buffet plate was accompanied by a dowel whose length was proportional to the calorie count of the pre-measured portion of the ingredient. Each time a user selected an ingredient portion, they dropped the corresponding dowel into the end of a plastic tube which resembled a large thermometer. As the meal is assembled, the user can read off the running calorie count, as if reading a thermometer. One reason for moving to this dowel approach was that it allowed me to add a convenient sort of nutritional variety feedback mechanism, somewhat paralleling the Harvard healthy eating plate info-graphic. Each dowel has a color band which indicates the food group (or dominant food group) of the ingredient. I used colors similar to the healthy plate info-graphic: green for vegetables, red for fruits, orange for protein, and brown for grains. So in addition to being able to read off the cumulative calorie count at a glance, the user can tell at a glance whether they have a good nutritional balance. This color band approach does not exactly duplicate the Zócalo Healthy Plate discussed above, since the healthy plate captures a more quantitative measurement of the relative balance among different food groups, while our lightweight prototype only indicates, yes or no, whether your meal includes a food group. But at least there is some degree of nutritional balance feedback in the rev 2 lightweight prototype.

Thermometer-like gauge for auto-calorie counting in rev 2 version of lightweight prototype
User can read off calories from height of dowel column, and can get idea of balance from variety of color bands.

Additionally, for foods belonging to the grains category, I placed an additional band on the dowel indicating whether the selection is a whole grain (yellow band with a smiley face) or refined grain (white band with a frowny face). This mimics the grain and protein qualitygauges envisioned for the full-fledged digital version of the above-described Zócalo Healthy Plate.

The rev 2 user trial using the dowel approach was very modest, testing with only 3 users. These were relatives and neighbor, and all 3 were very health conscious, and very attuned to watching nutrition. So the results are not very general since this was a bit like preaching to the choir. However, some interesting observations and user comments occurred. 

All 3 of the users chose the blue corn/amaranth whole grain tortilla, rather than the white flour tortilla. But they generally indicated that the feedback had no effect on their choice of tortilla. (This is a case where a broader cross section of subjects would have been useful, including those who generally prefer a four tortilla.) One user did indicate that if she were someone less nutritionally attuned, then the happy versus frowny face would likely have had an impact. The same user also expressed surprise at the fact that the flour tortilla had nearly 3 times the calories as the blue corn/amaranth tortilla. (I believe that this difference would be largely due to the fact that the flour tortilla was much thicker than the corn/amaranth one.)

All remarked about the dramatic difference in dowel length amongst different ingredients, such as that the avocado dowel was surprisingly big. One user simply passed on taking the avocado. (The seeming universal expression of amazement at the huge variance of calories when seeing the analog representation was a bit of a revelation. I've thought of the lightweight analog prototype as an inferior stop-gap until the digital version is implemented. But this user reaction suggests that there is something useful about the analog approach. It raises the question of whether some UI technique in the digital version could mimic this analog feedback feature.)

The user who gave me the most detailed, in-depth feedback also remarked that the happy face for whole grains made an impression. She also discussed how people over 65 need lots of protein, as well as plants, and that despite the large calorie value of the avocado, the calorie count helped her decision to go for the avocado as being a good source of plant protein. She already knew that avocado is high calorie, but having the calorie tally, she knew that she could "budget in" the avocado. Without the immediate feedback, she might have skipped the avocado based on its reputation as being high calorie. She said that 90 calories was acceptable for getting something so healthy. She repeated some similar statements with regard to the Mahi Mahi fish. After she had built a reasonable size Baja taco, she saw that the calorie tally was very modest, and decided to go for a double portion of the Mahi Mahi, thinking out loud about how her doctor had advised getting lots of protein, and with the calorie feedback she could see that she could afford to go for the double serving of fish. This user also remarked that the analog setup had been very effective in mimicking the envisioned digital version. (At the beginning of each user's trial, I showed them the healthy plate info-graphic and explained what the eventual target implementation looked like.)

It would be very useful to repeat the trials with a more representative cross section, including those who are not yet very nutritionally conscious.

Choice of blue corn/amaranth or white flour tortillas. Dowel lengths show big calorie difference. White vs yellow band shows whole grain vs processed grain (quality).
Test subject loading dowel for a food selection into top of calorie gauge plastic tube.


Executing on the Zócalo Vision:

Zócalo Food Court is an ambitious undertaking, but do-able. In order to make the Zócalo Food Court a reality, we envision the following steps:

  • Conduct more extensive user feedback trials (at first using lightweight prototype, then digital serving station version) and interviews with more representative user cross-section. Initial trials were with very health-conscious users (preaching to the choir). Adjust details of vision using knowledge learned.
  • Establish dialog with management and product strategists with at least one candidate supermarket chain. Expose the Zócalo concept to a reality check. Get their feedback on what could work, what isn't realistic, and how they might adapt the concept. This dialog is absolutely crucial, since the Zócalo concept is completely dependent upon partnering with a real supermarket chain. The concept needs business viability.
    • A good choice for such a dialog would be HEB, headquartered in San Antonio, TX
    • HEB has long been a thought leader in the supermarket industry, with innovations like Central Market stores.
    • HEB has been opening Mi Tienda stores in Houston and Austin, which have a Hispanic focus.
    • HEB's growth plans have been focusing on ties with Latin America, both for sourcing food and for extending HEB's retail geographic reach.
    • HEB is now operating stores in both Texas and northern Mexico.
    • HEB is a sponsor of the existing It's Time Texas healthy living initiative.
  • Build the digital prototype of the total nutrition tracking and feedback system. This includes both hardware and software for serving stations, trays, display projection and tracking system, and mobile device app.
    • Perhaps IDEODigitalShop could assist with digital design.
    • A possible source of low-cost technical assistance would be to establish a university relationship. Perhaps a school could arrange assistance from an EE student as a sort of work-study. Might try exploring the subject with University of Texas at Austin EE, innovation and/or entrepreneurial program points of contact.


        A Phased Go-to-Market Execution Strategy

In order to hold the initial costs down and test the waters, we might consider a phased approach. Initially, the implementation would be more limited in scope than the full-blown vision that we've sketched in this document. The initial roll-out would focus on a more nutritionally conscious and more tech-savvy cross section of users. Some of this demographic might already be doing fitness tracking using high-tech wearables. This market entry approach follows advice of market disruption gurus who stress establishing a market beachhead with true believers who love the concept at first sight — then in later phases, broaden the target audience, in our case to pull in the "not-yet-health-nut".

In the phased approach, the initial version of the technology would display nutrition feedback only in the mobile app, thus supporting only users who carry a smart phone. This removes the costs associated with projectors, stepper motors, specially designed tray ledge and beacon receivers in serving stations (which accomplish tray location).

Once the Zócalo concept gains momentum, a market broadening phase would follow, and the serving stations would be retro-fitted with the special tray ledge and projection system envisioned for making visual nutrition feedback accessible to users who don't carry smart phones.

Irrespective of the phased approach, we could explore a number of other cost-saving strategies. In order to hold down the tray costs, we could adopt an approach of making both ordinary cafeteria trays and custom instrumented ones available to diners so that those customers not interested in the nutrition tracking could user the cheaper version. Another approach to holding down costs might be to explore fabricating custom strain gauges via 3D printing of conductor traces onto flexible pressure plates in order to create the food weighing components.


Zócalo UX Map: User’s Healthy Lifestyle Journey from Indifference to Enthusiast:

In this section we present a simple, high level UX Map for an important scenario of the "not yet health nut" gradually transforming into to a healthy eating enthusiast. This User Experience (UX) sketch starts with a newbie user. This is their first visit to Zócalo Food Court. The user is initially not particularly fitness conscious. They are indifferent to healthy eating. The journey begins with the user patronizing Zócalo Food Court in the same way they would dine at any other buffet venue, not taking advantage of any nutritional value adds. As the journey progresses over months, the user becomes more nutritionally aware and committed to healthy lifestyle changes. (This UX sketch ignores other interesting scenarios, e.g. the user who is already a die-hard fitness fanatic, perhaps doing self-tracking with a Fitbit, upon their first encounter with Zócalo.)

Zocalo UX Map, slide 1
Zocalo UX Map, slide 2
Zocalo UX Map, slide 3
Zocalo UX Map, slide 4
Zocalo UX Map, slide 5
Zocalo UX Map, slide 6

The above journey represents a happy path. Of course it's very important to analyze how the user can get derailed from the happy path, or discouraged from starting the journey in the first place. My take is that the most critical areas to focus on for potential pitfalls are:

  • The people skills, rapport and preparedness of the Zócalo staff, especially the Greeter and the Instructor. The first few moments of the first-visit Greeter/User interaction could be make-or-break, and could potentially scare off someone with technology anxiety, or negative pre-conceived notions of health food, etc.
  • Food that tastes good, appeals to range of community tastes, and is affordable. The not-yet-health-nut needs good reasons to come back while they are still indifferent to a healthy eating agenda.
  • Easy-to-understand user interface for nutritional feedback system, and good class instruction and quick-start flyer sheet on getting started with the feedback system.


Some Additional Themes that Emerged During Refinement Phase:

  • The Take-Zócalo-Home Theme: An implicit assumption in the Zócalo concept is that the nutrition guidance provided via the technology and the in-store mini-classes will, over time, become engrained in the user. The in-store Zócalo experience acts much like training wheels on a kid's bike. The hope is that new, healthier eating habits will form, and the user will take these habits home and wherever they go. During the Healthy Lives Challenge refinement phase, Zócalo team input made more explicit this idea of reaching beyond the in-store experience. A sort of Take-Zócalo-Home theme emerged. (These concepts will be a part of the complete set of ideas that are pitched to a real supermarket company.) Among the concepts that emerged from team: 
    • Tear-off Recipe Cards — Cook a featured dish at home.
    • Cookbook — Full-size cookbook, Recipes from Zócalo Food Court.
    • Market Inside Market — Special area within or adjacent to food court where raw ingredients for featured dishes are conveniently grouped for cooking at home. Plus cookbooks and other healthy living literature. (See the above image gallery for mockup photo of Zócalo's cook book section, featuring Recipes from Zócalo Food Court.)
    • Comida por Libra — Healthified versions of established Latino tradition of prepared, take-home, bulk meal purchases. Also meshes with a theme of Stronger Ties to Hispanic Culture and Traditions.
  • Balance Physical and Cyber Space Aspects of Zócalo: Another theme that emerged in the Refinement Phase discussions was that the physical, in-store experience should be complemented by creating a very rich web and mobile app experience. This concept of balance between cyber and physical (in-store) experience is very important. Business gurus, including Clay Christensen, Geoffrey Moore and Paul Graham, all make the case that successful disruptive ventures tend to start out with a passionate set of customers that love the concept at first sight and create the initial market momentum; then the venture gradually broadens the market appeal to go more mainstream, cross the chasm. One of Zócalo's key missions is to cross the chasm, so to speak, and gradually nudge "not-yet-health-nuts" into healthier behaviors. But we need to recognize that this target market of "not-yet-health-nuts" may not generate the necessary initial market momentum. The initial Zócalo momentum may come from a tech savvy demographic of users, people already committed to becoming or staying fit, perhaps including some people who already do self-tracking with a FitBit, Jawbone or Withings scale. A rich web and/or mobile experience would be important for this demographic and helps drive the critical initial momentum. Among the cyber concepts discussed during the Refinement Phase: 
    • Make it More Social — Social networking features. Shoppers engage each other online, outside of store. Share recipes. Build on others’ recipes. Collaborate to invent new recipes. Submit recipe ideas to Zócalo… “Dishes I’d like to see in Zócalo.” See what others in your circle have bought/eaten recently. Gamification features, like badges for milestones, like recipes shared or submitted, in-store meals eaten, number of balanced meals achieved, number of meals that hit a personal calorie target, etc.
    • Online Fitness Tips — Healthy eating and general fitness tips. These would largely duplicate content taught in in-store mini-classes.
    • Nutrition Drill-Down — More complete set of real-time nutrient metric details as user builds their meal. Trend graphs that let user see nutrition metrics plotted over time, including calories and other nutrients.
    • Register Personal Targets — Registering a personal per-meal calorie goal. This parameter can affect the “Inspire Me!” food suggestion algorithms. (The introductory mini-classes and Zócalo web portal and app will have advice and rules-of-thumb for users to come up with a personal per-meal calorie target, and to refine it.)
    • Scheduling Information — For in-store mini-classes.
    • Check-off Lists — User can update their profile to  mark food allergies or sensitivities; and to mark common medical conditions, especially those that are tied to foods eaten. The serving station system can sound a buzz sound when the user goes to serve up a food item containing an ingredient for which the user's personal profile indicates an allergy or sensitivity. Zócalo recommendation feedback can also take into account the profile information regarding medical conditions to steer suggestions toward foods considered to be good for particular conditions.
    • Binding Mobile Device to System — At a technical level, the app needs to be able to “bind” to the user’s in-store cafeteria tray, e.g. leveraging iBeacon technology.
    • Display of Realtime Info-Graphic Feedback — Duplication in the mobile app of display info-graphics that user sees in the projected image on tray ledge
    • Choosing a Cuisine/Culture Meal Theme — Ability to set a cuisine theme in the mobile app that biases the “Inspire Me!” suggestions in a desired cultural direction. For example, if the user selected a Mediterranean theme for their current meal, the "Inspire Me!" suggestions might steer them toward selections of hummus, whole grain pita and feta cheese. If the suggested selection is located at the current serving station, an LED would light up momentarily adjacent to the appropriate serving pan; if the suggestion is at another serving station, the projected display on the tray ledge would show a "map" graphic showing the location of serving station containing the suggested selection. This culturally-themed sort of "Inspire Me!" suggestions was motivated by team feedback regarding online culture-specific versions of healthy eating pyramids. We might also consider the option of customizing the healthy plate (or healthy pyramid) info-graphic according to a user-selected cultural theme.
    • Scheduling In-Store Meet-Up Events — Interface that allows user to schedule an in-store meet-up event and indicate number of expected attendees. This is partly a courtesy to the store so they can make sure there aren’t multiple scheduled events that would exceed seating capacity. The interface might also allow some stating of user preferences of what dishes or cuisine they’d like to see present during the event hours. In-store meet-up events help take the Zócalo in-store experience in a more social direction. (The concept of group meet-up events has implications for food court physical space design, in particular that tables can't be bolted down, they need to be moved around for group events.)
    • Daily Habit Check-Off List — Especially useful for various food ingredients that many people consider to be healthy, but that don’t make it into models like Harvard healthy eating plate/pyramid. Things like garlic, onion, ginger, turmeric, raw honey, fish oil, etc. Trying to get as many of these super-ingredients each day can have a gamification character. For meals eaten in the food court, these standard daily habit list items would be auto-checked-off by the system when user selects foods containing them.
    • Dueling Chef TV Show — Mobile app interface for voting for Dueling Chef featured dishes. Ties in to Holly Davis’ proposed network TV show.
  • Leverage Feature Phones for Users Without Smart Phones: Team member Karen Sorensen has recommended a low-cost approach to sending nutrition feedback, via SMS text messages, to users who do not have a smart phone, but do carry a feature phone. She suggests the concept of the user snapping a digital photo of the meal, texting it to the Zócalo platform, and for server software to use computer vision technology to estimate the nutrient content of the meal.


Tie-Ins with Other Healthy-Lives Challenge Concept Submissions:

We see opportunities for synergy and tie-ins with other Challenge ideas, particularly the two concepts, Loser Local and Dueling Chefs, which both have strong television elements. The Zócalo idea does not currently have a strong television element (other than the fact that it might advertise on TV); so a tie-in with Loser Local and/or Dueling Chefs could fill this gap. From the standpoint of promoting the Zócalo offering, both Dueling Chefs and Loser Local can generate market awareness and buzz. In return, Zócalo offers Loser Local a supermarket physical space with a healthy eating focus where weigh-ins can occur. Additionally, the concept of in-store education and support is common to both Zócalo and Loser Local. Furthermore, since Zócalo and Loser Local both have a supermarket aspect, a consolidated pitch could be made to actual supermarket(s) when seeking out partner(s). Zócalo can potentially tie in with Dueling Chefs as a component of the TV show: The week’s contending chef recipes could be offered in the Zócalo Food Court. Over a week period, Zócalo customers could taste and vote. Through the miracle of videotape, the original chef presentations of their creations and the results of the Zócalo customer voting could both be seen in the same TV episode. Another potential tie-in with Zócalo is Beth McHugh’s Supermarket Classroom concept, where location-aware technology allows food items in the store to reach out to customers with healthy meal inspiration. There is technology overlap between  Supermarket Classroom and Zócalo in that both concepts leverage location-aware technologies, such as iBeacon. And both Zócalo and Supermarket Classroom have a strong “Inspire Me” theme.



Document Update Log

Rev2, July 30, 9:30ET .. Added this update log section, plus revision number and time stamp appended to idea title

Rev3, July 30, 11:00ET .. Split the PDF attachment into 3 separate documents on (i) lightweight prototype & user trial; (ii) UX notes; (iii) ideas for mini-classes

Rev4, July 30, 18:30ET .. Edited mock-news-story text to add Burt A's concept of the tear-off recipe card. (More of the finer details of the concept can be added to later section of pitch or to attachment PDF.)

Rev5, July 31, 16:40ET .. Added synopsis section for lightweight prototype to end of main idea description section. Refers reader to the pdf attachment for more details.

Rev6, Aug 2, 22:30ET .. Added photo of cook books in the "Take Zócalo Home" section of the food court. Features Zócalo's own recipe book.

Rev7, Aug 5, 13:09ET .. Added "Feedback Summary / Emerging Themes" section to main idea description section. Initial version of section still in progress.

Rev8, Aug 9, 20:00ET .. Added new section, "Zócalo User Experience Sketch", which revises the envisioned in-store user food selection and nutrition feedback approach. Revision was inspired by team member Bettina's input.

Rev9, Aug 10, 08:30ET .. Added picture of Rev2 lightweight prototype calorie tracking scheme to photo gallery.

Rev10, Aug 17, 09:00ET .. Have done major rewrite of main idea description, especially to reflect major change to the nutritional feedback approach. Photo gallery has many new photos. (Original mock newspaper interview section was left mostly unchanged.) New sections include discussion of Zócalo guiding principles and new ideas coming from refinement phase; team ideas for rich mobile app; potential tie-ins with other contributors' Challenge ideas; description of the new nutritional feedback approach and Zócalo Healthy Plate info-graphic; details on how the rich visual display of nutritional feedback is implemented so that users without smart phones are not excluded; description of latest lightweight user trials; notes regarding steps to execute on the Zócalo concept.

Rev11, Aug 17, 21:40ET .. Added User Experience Map document as attachment, UXMapDocumentPDF.pdf

Rev12, Aug 17, 22:43ET .. Revised and expanded attached document on in-store Mini-Class ideas. This is just a hypothetical sample curriculum. For actual classes, the curriculum should be designed in consultation with medical and nutrition experts. I'm neither.

What early, lightweight experiment can you try out in your own community to find out if the idea will meet your expectations?

Built lightweight food-selection / calorie-auto-tracking prototype. Did initial user testing. Creating prototype took 2 hrs. Uses analog approach to calorie tracking. Details in accompanying figures & captions. Approach adds minimal effort overhead to UX. User feedback re usefulness was positive. Unexpected reaction was user surprise at how hi avocado metric is. Seemed to avoid avocado. Raises interesting question of how concept deals w/ super foods that are hi calorie: walnut, avocado, hummus.

What skills, input or guidance are you keen to connect with from the OpenIDEO community to help you build out or refine your idea?

I most wish to get different perspectives and angles related to the concept. Some reality checking and hearing new ideas I didn't consider. Confirmation Bias is always a danger, so I'd welcome lots of scrutiny and critiquing. Even if it's uncovering a show-stopper. As technical aspect of concept progresses to detailed hardware and software prototyping, ideation on digital design directions would be nice. Also guidance on best way to create dialog with thought-leader supermarket.

This idea emerged from

  • An Individual

Does your idea currently have an Indiegogo campaign drafted?

  • No

Evaluation results

20 evaluations so far

1. Can you see this idea fitting into your daily life?

Yes, I think so - 55%

I'm not sure - 25%

No, I don't think so - 20%

2. Do you think this idea will help people lead healthier lives?

Yes, I think so - 75%

I'm not sure - 20%

No, I don't think so - 5%

View more

Attachments (5)

Zocalo_MiniClassRev3.pdf

A hypothetical sample of courses that might be offered in the envisioned in-store Mini-Classes. The actual class curriculum should be designed in consultation with medical and nutrition experts. I am neither.

UXMapDocumentPDF.pdf

User Experience Map for scenario of user, who is initially indifferent to healthy eating, making a transition over several months to becoming health conscious, with the help of Zócalo's gentle nudging in the right direction. Duplicate UX Map material now incorporated into main text body.

Zocalo_LightWtProto.pdf

Description of rev 1 version of lightweight prototype and user testing. The rev 1 version used rice bags and kitchen scale as analog gauge for tallying calories. This approach has been superceded by rev 2 approach, which described in submission's main body of text.

Zocalo_UX.pdf

Discussion of envisioned user experience (UX) in target digital version of nutrition-tracking-enabled food selection system. This was early document written before the Refinement phase. The envisioned UI presentation of nutritional feedback has changed radically during the refinement phase to an approach that is much more visually oriented, as described in submission main text.

ZocTechPDF2.pdf

Prototyping next steps

94 comments

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Photo of Trevor z Hallstein
Team

Hi Jim - Great work on thinking through how to model healthy eating choices through supermarkets. Looking forward to seeing where you take your idea next.

Photo of Bettina Fliegel
Team

Hi Jim. Amazing effort on this Idea! Congrats on being featured/highlighted in OI's recent blog post!
Do you have any plans for next steps locally?

Photo of Jared Byrne
Team

I would also like to know your plans for this idea. It would be a shame if it ended here.

Photo of Jim
Team

Thanks! I've started working on digital prototype. For some cultural immersion I took a field trip to largest Hispanic supermarket in Texas. Almost overwhelming... Sensory overload of a theme park. (Made me chuckle thinking of my words "calming oasis in the midst of supermarket hubbub". Right.) Thinking about taking it in workplace cafeteria food services provider direction. Also may try running idea by EE/innovation/entrepreneurship points of contact at UT Austin after folks are back from summer break. Thanks so much for support! Also, would love continuing chatting about things like picky eater ideas. I was going to post more on this, but decided to try and stay focused.

Photo of Trevor z Hallstein
Team

Hi Jim - I had a nutritionist & chef read over your idea, and this was their feedback:

-----------
Upon quick glance, they are using outdated food recommendations. Now, http://www.choosemyplate.gov/ is the USDA's recommended meal gauge. This is not a perfect model, because water is not on this and not everyone can tolerate dairy or grains, but it's a huge improvement over the pyramid. MyPlate is what registered dieticians push for the USDA, which is influenced by the dairy, meat and grain industries. It's a good next step in moving from processed foods to a real food diet.

Showing people how to compose a plate and eat so they are eating healthfully and are satiated is more useful than counting calories. It's not the calories - it's the food choices that make the biggest impact. Counting calories is very similar to weight watchers and that model doesn't work or take into account the types of food being eaten.

Think about how change happens, how habits change... A first tier change might be giving up processed foods for a week, second tier might be eating 5-7 servings of vegetables and fruits (with fruits no more than 35% of that) every day for a week, then upping that to 8-9 servings per day. This is something that can be tracked in an app and executed in that food court, replace refined carbs (bread, pasta) with whole grains or starchy veg (sweet potatoes, potatoes for a week and all of these build upon themselves... these types challenges can lead to lasting changes.

Time is the biggest barrier to eating well since it takes time to plan, shop and cook. Perhaps they eat a meal at the store and then pack their breakfast, lunch and snacks for the next day, which would help them compose an appropriate plate for each meal. The market would like that, because they would keep the $ in store.

Perhaps with the 20 dishes in the hot/cold bar, there are graphics/infographics recommended combinations to create the perfect plates, get their targets number of veg/fruit servings and/or flavor combinations for those that need guidance (newbies) or for those who need help controlling how much they take. The food would also have to taste great.

To change the focus from weight loss to how they feel would be an interesting metric to track if only food is being tracked with the app. Food is not the only factor in weight loss - so is movement/exercise, stage in life and stress levels.

I have to get back to my work, but these are just some of my thoughts on this idea from a quick glance. I don't know about human centered design or at least I don't know how IDEO teaches it. Interesting.

Photo of Bettina Fliegel
Team

Hi Trevor.
I agree with you teaching families to create a healthy plate is beneficial and key. It isn't only about weight loss. This is a life long skill to be acquired for overall health.
What are the outdated recommendations? choosemyplate.gov is the current USDA recommendation as you note. This replaced the previous USDA food pyramid which is no longer in favor or recommended.

There are other "pyramids" that have been developed and are in use by a variety of audiences.
The Harvard School of Public Health, NutritionSource, created their own "plate" and their own "food pyramid" as an improvement over the USDA 's plate. It is called "The Healthy Eating Plate" and "The Healthy Eating Pyramid". http://www.hsph.harvard.edu/nutritionsource/
They also endorse "Heritage Food Pyramids" as evidence based alternatives to the USDA's MyPlate.
(There are links in another comment about these.)
As a project of this scope develops working with nutrition consultants will be a great resource.

Photo of Jim
Team

Bettina, I added a couple of food shots to end of photo gallery. On the theme of how to sneak vegetables into picky eaters.

Photo of Bettina Fliegel
Team

Hi Jim.
Great idea!
Will you have mini lectures, or cooking demos of the items that are being offered at the food court the same day? In this way if a child likes the dish a parent, and perhaps also the children, can learn how to prepare it at home?

I was speaking to a friend, a pediatric nurse practitioner, about a cooking/nutrition program she read about which has been implemented in a children's hospital. What they are finding is that parents can be nudged towards choosing healthier choices if it is demonstrated to them that their child will eat the dish, that their siblings will also eat it, that the food is affordable (the class explains the cost breakdown for each meal) and if preparation is easy. (A quick google search revealed many community and hospital based cooking and food prep programs for families.)

Great job on this project Jim! I look forward to reading more about this program as it continues to develop! Good luck!

Photo of Jim
Team

Thanks. This is interesting. Food court venue as trial run or proving ground for something that can be repeated at home.
Also on the kid motivation theme, I put in a "crazy idea" photo into the picture gallery just after the rainbow latkes.

Photo of Karen Sorensen
Team

Hi Jim-- You did a ton of work on this, you must have been thinking about it for a long time. Great job! Some things that came to mind when you wanted a non-smartphone technology option is SMS/MMS. Just about everyone has a feature phone, they could take a picture of a plate, send it via text messaging, software can be developed to identify the pictures. There is plenty of software out there that recognize food and give feed back on what the percentages are. So you can text the results back relative in real-time.

Some of the educational programs you mentioned reminded me of an organization called Cooking Matters http://cookingmatters.org/ . We had this organization come into our school for an after-school healthy and affordable cooking lessons. The class was kids and parents, the participants loved the programs so much we had to turn people away. Good luck-- Karen

Photo of Jim
Team

Thanks for the feedback Karen. I added these ideas to my document section on ideas that emerged during refinement. This is an interesting way of adding in the nutrition feedback for users not carrying a smart phone. I'm trying to grapple with this accessibility-for-all-users issue, but also keep the bill-of-materials cost down for business viability. So I appreciate a concept like yours that addresses both issues.

Photo of Trevor z Hallstein
Team

Hi Jim-

Compelling idea! I wanted to take a stab at connecting the different parts of the idea and what I see as some of the stronger parts of it.

It seems that you are hoping that the food court can serve as a place for people to learn how to construct a healthy meal. Towards this end, I think it would be helpful to frame the mini-classes and the calorie bar around what makes up a healthy meal. You've touched on a fair amount of meal choices in relation to caloric intake with the goal of helping people visualize two things: A. WHAT should I be eating and B. HOW do I make a meal for myself (and possibly others) that reflects this goal? Is part of your intention that the extended impact of the food court and the mini-classes is that together they can provide a framework for people to copy and model their meal choices around when they are not at the food court and don't have the food court prompts to guide them, such as cooking for their family at home, eating out at a restaurant, and other places?

For creating a meal choice at the food court for people to model their behavior around for other meals, it might be helpful to provide some clear guidance on what constitutes a healthy meal with information in addition to the caloric information (food groups, age-related needs (e.g. calcium for growing bones), portions) and to emphasize the benefits that people will get from eating healthier meals both psychologically and physiologically.

Photo of Jim
Team

Thanks. Great points. In a way the quantified self tracking is like training wheels. Hopefully it helps establish good habits, and eventually one has less need for the gadgetry. And yes, goal is to establish patterns that can be taken home. I've been seeing the two quantities, calories and a reasonable summary index of nutritional balance, as a sort of triage. There's a lot more to the story. My feeling was that the mini-classes fill in the many important details, like all calories aren't equal and whole grain is better than refined, etc. Based on great feedback during refinement phase I'm working to broaden the nutritional feedback toward richer and more actionable advice.

Photo of Trevor z Hallstein
Team

I didn't see interviews in your idea posting (perhaps I missed them), but at this point you would likely get a lot of insight by going to grocery stores with food courts and interviewing people to ask them questions related to your proposal. You might even make a food tray prototype as a conversation starter. Questions such as: do you try to create a balanced meal, do you have all the information you need to do that, are there any areas where you'd like information, are you satisfied with how the food court operates, do you use any tools to manage nutrition and caloric choices, could imagine doing things differently, etc. and balance the questions around their actual behavior and usage and hypothetical / wish list behavior. As you proceed into the later rounds of the OpenIDEO challenge, it will be helpful to get some deeply human centered feedback on your idea at this stage. If you can also talk to management at the grocery stores and get their feedback and interest level in partnering with you, this will also provide helpful insights and let you know what are the real-world opportunities and challenges.

Photo of Bettina Fliegel
Team

Hi Jim and Trevor.
It would be great to speak to some potential users of this type of food court/education center at grocery stores with food courts. The question I would ask is whether they would find this idea, a place to eat that also focuses on nutritional education at point of service, an opportunity that they would find useful. Is nutritional education in a supermarket, at the time when families shop, a good use of their time, a tool that can assist them make smart and healthy food purchases, as well as provide a meal, a time to relax, and a visual experience - seeing what goes into a well balanced meal?
Trevor - See the comment I posted on 17:30, Aug 04, 2015. The "ChooseMyPlate.gov" and the Latino Food Pyramid are both visuals that one can use to display and also to create visual guides to take home.
Ideas for education at point of service -
Maybe for kids - educational visuals on place mats to color with crayons
Videos with educational information for adults who have low literacy and animations geared for kids.
Might access to information, where one can one pick up one or two key take home points at each visit, building knowledge overtime be helpful particularly for adults with low literacy? (really for anyone but if one cannot reference resources it is that much harder.)

Trevor - Check this initiative focusing on education for Latino families within supermarkets.
http://www.communitycommons.org/groups/salud-america/changes/grocery-store-provides-healthy-shopping-guide-to-help-parents-navigate-supermarket/

Can an app scan foods and reveal what the most important nutrients are?
Can bar codes be created for this? Scan milk - "Calcium"? Show an illustration of a skeleton and simple text - "strong bones" - Something like this? (I interviewed a diabetes nurse educator for this challenge. She works in a public hospital in NYC, servicing a large Hispanic population. One main message she had was use visuals as often as possible, and keep them very simple.)

Photo of Jim
Team

Trevor, I'm working to incorporate greater level of nutritional guidance into the real-time feedback model. Make the feedback more actionable. Bettina and you are both pointing me in this direction, I believe. The calorie numeric feedback is quite actionable and useful for weight control. But the concept of a summary nutritional balance metric isn't very actionable, and doesn't provide much guidance for midcourse-correction, except possible trial-and-error attempt by user to see what makes the balance index go up. That's not great. I'm doing a re-design of envisioned feedback model. I'll put a mockup photo on the site later today. I'm adopting suggestion from Bettina to go more visual, and incorporate the guidance coming out of Harvard School of Public Health. (I took the McGill Nutrition Science course, EdX or Coursera, awhile back, and their summary advice in last lecture was basically that the guidance coming out of Harvard is probably the state of art. Seems reasonable bet to go with that.) I'm focusing on the user-has-no-smart-phone scenario now. That's the hard one, with tight constraints. My updated vision of interface is that cafeteria tray has 2 buttons, and that's the entire interface for user input. One button is on/off and switches the visual feedback on. On pressing on/off button, an adaptation of the Harvard healthy eating plate or pyramid or both (TBD) is displayed on the special serving station tray "ledge", adjacent to the user's tray. The display uses digital projector technology to render the image on "ledge". Multiple projectors accommodate multiple users at a station. Location detection of trays is used for projectors to "track" a user's tray as user slides it on the ledge. The projection approach keeps things a little more private than, say, big flat panel displays that everyone can look at. The projectors can ride an overhead track, or else one can use an under-the-tray-ledge up-projection (back-lit approach). The mockup I'll put on site today illustrates the overhead, front-lit approach. I'm currently building full-scale tray ledge to demo the back-lit approach with floor level projector shining upward to underside of special translucent tray ledge. So far it looks great. The image is very clear. I'm still working out the details of the visual content. But roughly speaking, I'm thinking of Harvard healthy eating plate or pyramid where different food group slices become partially or fully "filled in" as food selections are made. With each food selection, the graphic would re-adjust. This filling in (say, with a translucent overlay of a color) would give a quick visual summary of the meal balance. If all food groups are filled in fully, that would be a nutritionally "perfect" meal. Major gaps in the meal would be visually obvious. The second button on the tray is labeled "Inspire Me!". Pushing this toggles the display to a second screen which makes suggestions on items to choose to help balance out the meal's nutrition. Even without a smart phone, the suggestions could factor in affinity of suggested items to cuisine/culture of items already selected. With a smart phone, more bells and whistles are available based upon user profile and history. The suggestions could avoid user's registered allergens. The user might even select a cuisine/culture theme in the app, and suggestions could be biased in that direction.

Photo of Jim
Team

Yes, opening a dialog with real store is vital. Critical reality check. In my current geographical region, my thinking is that good candidate for initiating a dialog would be HEB. They've been a great innovator. Their Central Market stores have been an industry influencer. They've opened 3 Mi Tienda stores in Texas, with a hispanic focus. And they're expanding into northern Mexico.

Photo of Bettina Fliegel
Team

Jim, I just read your quote in Shane's blog piece, Aug. 7. It really frames why you came up with this idea.
https://openideo.com/blog/healthy-lives-challenge-community-voices-july-07-2015
Yes, there are many "hidden" calories, in healthy foods like sunflower seeds, and also in condiments, like Ranch Dressing, ketchup, and sauces etc. For me your quote might be what draws folk into the Zocalo food court. Your personal experience can resonate with others because it is common, shared by others. It is frustrating. "How can I gain weight? I eat salad everyday." (In my experience as a medical provider this comes up as a question. Folk become concerned about possible medical reasons for weight gain.)

Have you considered using stories for marketing, or on signage and/or videos in the food court, bringing to life why the food court idea was developed? Maybe stories like this can be ad spots on Telemundo, marketing Zocalo locally? Can relatable stories create context and curiosity about what Zocalo is all about?
Thoughts?

Photo of Jim
Team

Good points. It hadn't occurred to me that I hadn't really brought the original inspiration to the fore-front. Agree, there's marketing potential there. At the time, I was eating lunch in company cafeteria that had to be the state-of-the-art in progressive, innovative cafeterias. (It's run by an international food services contractor.) The food was fabulous. And they were very active in steps to promote healthy eating, like a table with various nutrition fact-sheet flyers. So that context all the more dramatized the shock of eat-salads-gain-weight scenario. And in my lightweight prototype trials so far, I'm getting user surprise when they see how absolutely huge my analog representation of calories is for a little avocado slice.

Photo of David Min
Team

Hello Jim,

This sounds like the right future. This reminds me of some Microsoft future concepts where out kitchens are smart enough to help with our nutritional needs. However, my concern is how will this restaurant concept appeal to a broad socioeconomic audience? The technology could probably be feasibly economical in good time, maybe even now, but how might we market the concept to make it feel less expensive? After all, we are serving a premium experience compared to McDonalds - how might we get everyone to see this as a viable alternative?

Photo of Tiffany Chen
Team

Hey Jim!
Congrats on making it to the Refinement phase!
I'm an environments designer here at IDEO and the OpenIDEO team recommended that I reach out to you to share my experience and help guide you through the process. Feel free to reach out if you have any questions - I’m excited about your idea, and happy to share my stories, my experience with OpenIDEO and my process during the Refinement phase!
- Tiffany

Photo of Jim
Team

Fantastic! I'll definitely begin reaching out for guidance. Thanks!

Photo of Jim
Team

Shane, Joanna, Tiffany, Bettina,
I've made major revision to envisioned Zocalo in-store nutrition feedback approach. This refresh was motivated by Bettina's input, including the Harvard School of Public Health's healthy eating advice as well as inspiration coming from the culture-specific healthy eating pyramid concept that Bettina also pointed me to. Up till now, my assumption was "calorie count and a summary index of how balanced a meal is play role of triage. The mini-courses let users take it to the next levels." After reading Bettina's feedback, especially comments on the Harvard advice and info graphics and the culturally-oriented food pyramids, and the question of "making it visual", I tried to come up with a viable approach for making Harvard-based advice visual, and making it work for users who don't have a smart phone. In a nutshell, I've altered my cafeteria tray concept to have 2 buttons, and using digital projectors to render a display of user's nutrition tracking info directly onto cafeteria tray "ledge", adjacent to user's tray. The projected image renders an info-graphic, based on Harvard advice, that tracks how user's meal is filling in the healthy plate or pyramid. One button on tray toggles projected screen to an "Inspire Me!" screen where the system suggests food selections that help fill in the meal's nutritional gaps. Please see my new "User Experience Sketch" section that immediately follows the Tish Martinez mock interview. There I also sketch an approach to the culture-specific "Inspire Me!" system suggestions for building a healthy plate for specific culture's cuisine. I'll work out more UI details on the Harvard-inspired nutrition feedback screen, and maybe do a mockup of the serving station/tray/projector concept to make it more tangible. I have also completely changed my lightweight prototype to reflect the change in concept toward the Harvard-inspired nutrition advice. I'm still using an analog approach for auto-tracking the calories as user builds meal as stop-gap until digital version is prototyped. But I replaced the approach of using weight (rice bags) as the gauge with the approach of using length of dowels as my analog representation of calories in each item selection. The user makes a selection, and drops the accompanying dowel down a clear plastic tube. The calorie count can be read off of a thermometer-like scale. One advantage of the new approach is that I mark the dowels with color bands representing food groups. At a glance of the dowels in the tube (a sort of thermometer mercury) a rainbow of colors indicates a balanced meal. Not perfect duplicate of envisioned digital system, since quantities of food groups aren't captured. But it's decent first cut at instant feedback of both calories and balance. I'll post photos of new lightweight prototype approach shortly.

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Team

Hi Jim and team! Lots of interesting ideas and builds going on here. Congrats on making it to the shortlist with this great idea! Combining education and the ability to try things out has potential for impact! (and great presentation!)

Some thoughts -
What does it mean when someone eats X number of calories for a meal? In relation to what? How will one know their "personal target'? Folk may not know much about recommended cal counts/day or /meal. Practically speaking some people are not interested in “counting." Is the intent to give users a general knowledge about calories in different foods, create awareness of what they are choosing, how much etc.?

What other ways can the importance of portion control and balanced meals be shared? Maybe combining calorie counts with visuals such as Healthy Plate Guidelines and Food Pyramids can help?
http://www.choosemyplate.gov/
http://www.hsph.harvard.edu/nutritionsource/healthy-eating-plate/ - This is more informative as a tool to create healthy balanced meals. (Sections of the plate are not based on calorie counts.... "Individuals’ calorie and nutrient needs vary based on age, gender, body size, and level of activity." (Harvard Nutrition Source)

The Harvard NutritionSource discusses food pyramids as well. In addition to the Healthy Eating Pyramid which they developed, and which they state is a great resource when creating a shopping list, they mention an organization called Old Ways. Old Ways has developed Heritage Food Pyramids based on several traditional diets. One is the Latino Diet. Exciting find!
Might be a resource for your project?
http://oldwayspt.org/
http://oldwayspt.org/resources/heritage-pyramids/latino-diet-pyramid/overview

Can combining tools, keeping things visual, address a broad range of user needs?
1) Healthy Eating Plate - from Harvard NutritionSource
2) Latino Diet Food Pyramid (Heritage Food Pyramids are alternatives to “My Plate”)
http://www.hsph.harvard.edu/nutritionsource/pyramid-full-story/#Other-Alternatives-to-MyPlate
3) Calorie Counts using technology
Can using a variety of tools contribute to one's understanding of what an "NBI" is about?
(What is the NBI measuring in Tocalo? Is there technology for this?)

The Oldways Website also has a Latino Diet Toolkit with all sorts of tips. Scanning it I saw something great. They ask families to rate healthy meals prepared at home on a scale of 1 – 5, noting those that get high ratings so that parents repeat them to keep kids happy. Might be something useful for Tocalo?

Exciting project!

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Team

Wonderful tips! All the subtleties involved in nutrition is why I think the mini-course aspect is essential. I really didn't scratch the surface yet. I did the McGill/Coursera course on nutrition science, and I recall that Harvard had a long running longitudinal study tracking people who lost weight and kept it off, and had distilled out insights on what works. Maybe that info is in Harvard Nutrition Source? I had thought that a mini class discussing keeping it off versus risk of fad diets would be good. On calories lots of guidance is needed. Again, the classes. Rules of thumb needed.

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Team

This could be an area where an online profile / website component comes in handy, too—in addition to the in-person classes, you could have basic nutritional information / rules of thumb on the Zocalo website, along with a simple questionnaire designed to help people understand their targets for daily calories and vitamins, etc.

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Team

Terrific idea. Continues the "theme" of a good balance between physical and cyber space.

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Team

I posted comment on another app concept to add to cyber functionality. Mobile app/web site "daily habit" check-off list with auto-check-off integration with digital food serving stations.

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Team

Shane, Joanna, Tiffany, Bettina,
I've made major revision to envisioned Zocalo in-store nutrition feedback approach. This refresh was motivated by Bettina's input, including the Harvard School of Public Health's healthy eating advice as well as inspiration coming from the culture-specific healthy eating pyramid concept that Bettina also pointed me to. Up till now, my assumption was "calorie count and a summary index of how balanced a meal is play role of triage. The mini-courses let users take it to the next levels." After reading Bettina's feedback, especially comments on the Harvard advice and info graphics and the culturally-oriented food pyramids, and the question of "making it visual", I tried to come up with a viable approach for making Harvard-based advice visual, and making it work for users who don't have a smart phone. In a nutshell, I've altered my cafeteria tray concept to have 2 buttons, and using digital projectors to render a display of user's nutrition tracking info directly onto cafeteria tray "ledge", adjacent to user's tray. The projected image renders an info-graphic, based on Harvard advice, that tracks how user's meal is filling in the healthy plate or pyramid. One button on tray toggles projected screen to an "Inspire Me!" screen where the system suggests food selections that help fill in the meal's nutritional gaps. Please see my new "User Experience Sketch" section that immediately follows the Tish Martinez mock interview. There I also sketch an approach to the culture-specific "Inspire Me!" system suggestions for building a healthy plate for specific culture's cuisine. I'll work out more UI details on the Harvard-inspired nutrition feedback screen, and maybe do a mockup of the serving station/tray/projector concept to make it more tangible. I have also completely changed my lightweight prototype to reflect the change in concept toward the Harvard-inspired nutrition advice. I'm still using an analog approach for auto-tracking the calories as user builds meal as stop-gap until digital version is prototyped. But I replaced the approach of using weight (rice bags) as the gauge with the approach of using length of dowels as my analog representation of calories in each item selection. The user makes a selection, and drops the accompanying dowel down a clear plastic tube. The calorie count can be read off of a thermometer-like scale. One advantage of the new approach is that I mark the dowels with color bands representing food groups. At a glance of the dowels in the tube (a sort of thermometer mercury) a rainbow of colors indicates a balanced meal. Not perfect duplicate of envisioned digital system, since quantities of food groups aren't captured. But it's decent first cut at instant feedback of both calories and balance. I'll post photos of new lightweight prototype approach shortly.

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Team

I love the storytelling present in your idea, Jim!

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Team

Thanks! This was my little experiment to see whether framing a concept from perspective of news report set in the future could be a useful ideation and presentation tool. And it was lots of fun!

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Team

It's really well written. Have you thought at all about doing more user research or trying to prototype one element of your idea?

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Yes, my agenda for prototyping would look something like below. Much of this can happen in parallel. Item 3 is critical. A central feature of the concept is that useful nutrition tracking is available even for those without a smart phone and without tech skills. Item 3 proves this out. Items 1 and 2 are probably realistic targets for timeline of the challenge.

1) Do paper mockup of serving station, cafeteria trays, smart phone UI
2) Build software simulation that emulates the UX of interacting with physical serving stations and smart phone UI
3) Build out hardware prototype of serving stations, trays, embedded controllers, central hub processor
4) Build prototype of smart phone app, including interaction with the food serving system via Apple iBeacon technology

User research requires more thought. Could include interaction with paper mockup, then with the simulation interface. Of course recipe research is important. So far pretty informal testing with self, family, friends. I validate that recipes tried don't throw off my Withings chart. Many assumptions made in proposal need to be proved out, such as whether the realtime calorie feedback can help portion control, whether nutritional balance index can encourage balanced meals, and whether the envisioned gradual transitions could actually be encouraged.

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Team

Got it. I see the tight timeline now. Will do very rough-cut user trial in next 33 hours.

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Team

Joanna, I built lightweight Zocolo prototype and did some preliminary user testing. It does calorie auto-tracking via a simple analog approach. Details are in photos and captions accompanying "lightweight experiment" section. Builds on some great feedback from team member, Simon Powell.

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Team

Joanna, I uploaded attachment PDF which is more visual and has additional material on lightweight prototype, user testing, envisioned UX in target offering and some thoughts on in-store mini-classes.

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Team

Shane, Joanna, Tiffany, Bettina,
I've made major revision to envisioned Zocalo in-store nutrition feedback approach. This refresh was motivated by Bettina's input, including the Harvard School of Public Health's healthy eating advice as well as inspiration coming from the culture-specific healthy eating pyramid concept that Bettina also pointed me to. Up till now, my assumption was "calorie count and a summary index of how balanced a meal is play role of triage. The mini-courses let users take it to the next levels." After reading Bettina's feedback, especially comments on the Harvard advice and info graphics and the culturally-oriented food pyramids, and the question of "making it visual", I tried to come up with a viable approach for making Harvard-based advice visual, and making it work for users who don't have a smart phone. In a nutshell, I've altered my cafeteria tray concept to have 2 buttons, and using digital projectors to render a display of user's nutrition tracking info directly onto cafeteria tray "ledge", adjacent to user's tray. The projected image renders an info-graphic, based on Harvard advice, that tracks how user's meal is filling in the healthy plate or pyramid. One button on tray toggles projected screen to an "Inspire Me!" screen where the system suggests food selections that help fill in the meal's nutritional gaps. Please see my new "User Experience Sketch" section that immediately follows the Tish Martinez mock interview. There I also sketch an approach to the culture-specific "Inspire Me!" system suggestions for building a healthy plate for specific culture's cuisine. I'll work out more UI details on the Harvard-inspired nutrition feedback screen, and maybe do a mockup of the serving station/tray/projector concept to make it more tangible. I have also completely changed my lightweight prototype to reflect the change in concept toward the Harvard-inspired nutrition advice. I'm still using an analog approach for auto-tracking the calories as user builds meal as stop-gap until digital version is prototyped. But I replaced the approach of using weight (rice bags) as the gauge with the approach of using length of dowels as my analog representation of calories in each item selection. The user makes a selection, and drops the accompanying dowel down a clear plastic tube. The calorie count can be read off of a thermometer-like scale. One advantage of the new approach is that I mark the dowels with color bands representing food groups. At a glance of the dowels in the tube (a sort of thermometer mercury) a rainbow of colors indicates a balanced meal. Not perfect duplicate of envisioned digital system, since quantities of food groups aren't captured. But it's decent first cut at instant feedback of both calories and balance. I'll post photos of new lightweight prototype approach shortly.

Photo of Shane Zhao
Team

This a very creative way of presenting your concept Jim! What an original way of bringing your idea to life through human-centered storytelling.

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Team

Thanks Shane! I added a section on lightweight initial prototype. Photos and captions give the details of how I use a simple analog approach to calorie auto-tracking.

Photo of Shane Zhao
Team

Love the update on the lightweight prototype Jim! It'd be great to also insert some visuals into your narrative. Check out this example: https://openideo.com/challenge/healthy-lives/ideas/swap-a-box

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Team

Shane, I uploaded attachment PDF which is more visual and has additional material on lightweight prototype, user testing, envisioned UX in target offering and some thoughts on in-store mini-classes.

Photo of Jim
Team

Shane, Joanna, Tiffany, Bettina,
I've made major revision to envisioned Zocalo in-store nutrition feedback approach. This refresh was motivated by Bettina's input, including the Harvard School of Public Health's healthy eating advice as well as inspiration coming from the culture-specific healthy eating pyramid concept that Bettina also pointed me to. Up till now, my assumption was "calorie count and a summary index of how balanced a meal is play role of triage. The mini-courses let users take it to the next levels." After reading Bettina's feedback, especially comments on the Harvard advice and info graphics and the culturally-oriented food pyramids, and the question of "making it visual", I tried to come up with a viable approach for making Harvard-based advice visual, and making it work for users who don't have a smart phone. In a nutshell, I've altered my cafeteria tray concept to have 2 buttons, and using digital projectors to render a display of user's nutrition tracking info directly onto cafeteria tray "ledge", adjacent to user's tray. The projected image renders an info-graphic, based on Harvard advice, that tracks how user's meal is filling in the healthy plate or pyramid. One button on tray toggles projected screen to an "Inspire Me!" screen where the system suggests food selections that help fill in the meal's nutritional gaps. Please see my new "User Experience Sketch" section that immediately follows the Tish Martinez mock interview. There I also sketch an approach to the culture-specific "Inspire Me!" system suggestions for building a healthy plate for specific culture's cuisine. I'll work out more UI details on the Harvard-inspired nutrition feedback screen, and maybe do a mockup of the serving station/tray/projector concept to make it more tangible. I have also completely changed my lightweight prototype to reflect the change in concept toward the Harvard-inspired nutrition advice. I'm still using an analog approach for auto-tracking the calories as user builds meal as stop-gap until digital version is prototyped. But I replaced the approach of using weight (rice bags) as the gauge with the approach of using length of dowels as my analog representation of calories in each item selection. The user makes a selection, and drops the accompanying dowel down a clear plastic tube. The calorie count can be read off of a thermometer-like scale. One advantage of the new approach is that I mark the dowels with color bands representing food groups. At a glance of the dowels in the tube (a sort of thermometer mercury) a rainbow of colors indicates a balanced meal. Not perfect duplicate of envisioned digital system, since quantities of food groups aren't captured. But it's decent first cut at instant feedback of both calories and balance. I'll post photos of new lightweight prototype approach shortly.

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Team

Hi Jim,
What a well-thought-out idea! Have you given any thought to the cost aspects of this sort of food court to consumers and how often an average consumer would be able to eat there? Would there be any way for them to take the nutritional aspect of the Zocalo Food Court home with them for an affordable meal at home? Like a small market where they could buy Zocalo recipe books and ingredients to make similar food at home? Just thinking about the Whole Foods Hot Bar which is way less high-tech than this and how pricey it is to eat there on a regular basis.... (it's my go-to!)

Congrats on a good idea and good luck!

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Team

Thanks Tracy. Great feedback. Agreed, the bridge to home cooking is very important. I like the idea of "The Zocalo Food Court Cookbook". The cookbook idea nicely complements team member Burt A's posted suggestion to have tear-off recipe cards. I like the concept of the small market section within or near food court that is devoted to the "bringing it home" theme. This also meshes well with suggestion by Burt to have convenient grouping of ingredients for featured recipes. The "bring it home" theme also ties in with in-store mini-classes, some of which could be cooking lessons. I also like your point about the make-it-at-home option enhancing affordability. Getting people to cook at home is also desirable from a supermarket business perspective. Zocalo might even be a loss-leader to promote a home-cooking culture.
The affordability question is absolutely crucial. It would defeat the mission if it were just yuppie oriented. I'll get back with more thoughts later. The affordability and economics of it needs its own discussion thread and documentation section.

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Team

And for the small market concept, not just "The Zocalo Cookbook", but also other on-theme cookbooks that would be of interest, e.g. "Nourishing Traditions".

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I have added to the photo gallery a picture of cookbook selections in the "Bring Zocalo Home" area. Features Zocalo's own recipe book.

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Team

Regarding cost: I calculated the retail cost of ingredients for the Baja fish taco featured in my presentation. I was expecting that the organic blue corn whole grain amaranth tortilla would be a splurge. But that only added 8 cents compared with store bought yellow corn tortilla. The total retail cost of ingredients for the Baja taco was $2.08. The Mahi Mahi accounted for 87 cents of that. If black beans were substituted for the fish, and yellow corn replaced the blue corn/amaranth, the cost would be about $1.25. I don't know what labor would cost.
I'm thinking that the Baja taco pretty much represents Zocalo's high end in terms of price. The fish, mango and queso fresco are not low price ingredients.

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Team

Hi Jim.
Thinking about connecting to other collaborators in Texas who may be able to hook you up with supermarkets....
During the research phase I came across a stellar organization working to promote wellness in Texas. "It's Time Texas" Their work is community focused, multifaceted, and really impressive! I posted about an app for teachers that they helped to produce.
https://openideo.com/challenge/healthy-lives/research/teach-healthier
Perhaps "It's Time Texas" is a group to share your Idea with?

Also -
Interesting projects involving supermarkets. I found these on the Salud.org website.
1) Teens working with local markets to change how they market healthy food options available for sale in their stores. https://www.youtube.com/watch?v=KT-2AQ8Gcvw#t=185
2) Supermarket provides a guide to help parents navigate to find healthy food options.
http://www.communitycommons.org/groups/salud-america/changes/grocery-store-provides-healthy-shopping-guide-to-help-parents-navigate-supermarket/

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Team

Bettina, These are fantastic leads! Will take a closer look in the morning. Thanks!

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I downloaded the TeachHealthier app from It'sTimeTexas. Am playing with that now. Maybe inspiration for envisioned mini-classes. I noticed in final credits in their video that HEB was sponsor.

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Team

Great! The organization is partnered with major sponsors. I did not know what HEB was and didn't check until I saw your email. Awesome that it is a Texas grocer! Serendipity!
Check out the full website. You will see the full scope of their work across communities in Texas. Also the CEO's story is inspiring and exemplifies the importance of a family approach to healthy eating.

....and also great idea to use the app in that way!
Have fun!

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Team

I'm replacing the "rice bag" analog approach for calorie tracking in the lightweight prototype with a somewhat similar analog concept that uses length rather than weight as a gauge. Each pre-measured portion of a food selection is accompanied by a dowel of length proportional to the portion's calorie content. Drop the dowels in a plastic tube, and read off the calorie tally as if reading a thermometer. Again, it is just a stopgap until digital version is implemented. See gallery for a photo. I'll get better photos shortly.

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Team

In the new lightweight prototype approach I will also mark dowels with one or more color codes indicating food groups, and possibly color codes for other healthy characteristics, like anti-oxidant, pro-biotic, etc. In the prototype this scheme serves as a lightweight stand-in for the nutritional balance info envisioned in digital serving stations. So at a glance, if the user sees a rainbow of colors, then it's some indication that their meal has nutritional diversity.

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Team

Here's an idea in the category of adding functionality in the Zocalo mobile app (and/or personalized web site):
Implement a daily habit list function similar to mobile apps like "Habit List", etc., but with a twist. As with ordinary daily habit checkoff list apps, the user could manually check off that they ate broccoli, garlic, legumes, nuts, leafy greens and similar healthy foods during a given day. The twist is that, for users with smart phones, the Zocalo digital serving station system will do auto-checkoffs for ingredient items contained in food selections that user serves up. Has a gamification aspect. Try to see how high a count you can hit each day. I actually did the manual version of this daily tracking for a couple years. I stopped doing this tracking, not because I lost interest, but rather because the daily habits became ingrained, and I no longer needed the list.

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I've already mentioned how user profile in Zocalo app / web site allows user to indicate common food allergies an sensitivities... Things to avoid. The user profile could also allow user to specify some common medical conditions, especially those where eating behavior can make have a positive benefit. This could tie in with the daily habit list concept. For example, users with hypertension could get a separate tally of how many different potassium rich foods they got each day. Or user with cardio vascular issues could see tally of how many different heart-healthy foods they got during the day. These various special tallies could be present for any user. But for users whose profiles list a medical condition, a particular relevant tally could have a prominent, convenient location in the UI, eg at top of a dashboard.

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IDGAFTT (It doesn't get any fresher than this!)
Here's a crazy idea. On supermarket roof, or raised platforms over parking, are potted vegetable plants. Tomatoes would work well. Not sure about other vegetables. Plants with fruit at their peak ripeness are brought into Zocalo Food Court. Customers can snip off a tomato with scissors or garden clippers. Maybe a bit gimmicky? But maybe adds some punch to a broader narrative of "we use local sources to the greatest extent possible".

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Team

Interesting article on the issue of people losing interest in fitness tracking after awhile, and concepts for tying together, for example, step metrics with car driving metrics... Reinforce the idea that you could have gotten so much more exercise if you hadn't driven to the store.
http://www.wired.com/2014/05/to-show-their-worth-fitness-trackers-must-go-way-beyond-10000-steps/?mbid=social_twitter

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Taking a step back, it seems like at a high level we've got a couple of broad themes:
(1) Supermarket food court as focal point for behavior change toward healthier eating
(2) Expanding outward from the focal point to broaden the impact
I imagine a graphic with focal point at store and arrows radiating outward. Some of the ideas that come under the outward expansion category are...
- Cookbooks, tear-off recipe cards, convenient grouping of ingredients comprising a featured recipe, these all promoting the theme of "taking it home"
- Mini-classes that let people take away healthy living tips, cooking lessons, nutrition info, information on how to adjust diet to contend with things like hypertension, etc.
- Comments in mock interview story about Zocolo considering spinning out standalone restaurants, school meal contract service, highway rest stop food services.

This idea of initial focal point plus expansion reminds me of teachings of business gurus from Clayton Christensen to Geoffrey Moore to Paul Graham about ventures starting with a strong market focus, then broadening customer base, or crossing the chasm. From this sort of perspective, the food court is an initial catalyst, but needs the broadening or outward expansion.

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The idea of broadening the scope, how to make this address lower income needs and pushing this idea to an edge got me thinking about an earlier idea from the ideas phase (https://openideo.com/challenge/healthy-lives/ideas/mom-s-cooking).
What if the Zocalo idea was expanded to be about providing community space and day-to-day needs instead of just meals? The grandmas could have a professional space where they could provide meal preparation for those who want it using the food from the supermarket. Their recipes could be a cornerstone of the cookbook and their time could be spent to organize the space and to pre-box ingredients for those who want to take it home or to prepare it for those who want more convenience.
Expand it beyond food to a day care space. Some of the moms who don't cook well enough to offer that service could provide care for kids of those who need it. By attaching that to the food space those families would be exposed to healthy options in the morning and in the afternoon/evening. Then the need to take the food home and prepare it there becomes less important - this becomes a common space for families too.
Expand it beyond day care to a co-working / training space - some can come and learn food service (helping the primary idea along). Others might get more tech oriented training if the program can attract independent contractors or entrepreneurs looking for a co-working space and who are willing to defray part of the cost by offering training to those who are interested.

... Delicious, healthy meals tie the makers and consumers together.

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Team

I like these concepts of broadening the mission, while also strengthening role of Zocalo as a community focus point. I've seen a grocery location that built a sheltered outdoor space adjacent to main building for groups in community to meet... has tables and barbecue equipment. A modest start, but a hint that some supermarkets may be open to an expanding community role.

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There is a very popular chain of Spanish supermarkets here in Southern California called Northgate Gonzalez Markets. I haven't availed myself of the service yet but I see they set up grills outside (mostly holidays and weekends I think) and if you buy the meat they cook it for you. The idea of customer's buying the ingredients and having a cook or chef cook it up in a healthy way might be popular.

Another point is that among many Latino working communities the idea of 'comida por libra' (precooked meals) or 'cantina' aluminum pots where you pay for a week/month precooked food, drop off your 'canteens' in the morning (individual aluminum containers which stack together to hold a full family meal) and pick them up on your way home for dinner is popular.

I could see a supermarket tying in 'healthyfied' versions of some of these services.

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Team

Wow! This is great cultural context info. The healthified version of what already exists would be a great smooth transition. I need to take field trips to Fiesta and Mi Tienda markets for more immersion.

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Maybe this is getting more into mental health than physical health but having a space where people can gather in a common space and kids can be kids with each other: outside, playing physical games would be great. I have seen this dynamic, especially with the kids, work on group camping trips. I see this every day at our local park where the older generation of Indian men and women gather at park benches in the evening to sit and talk.
TV, internet and video games have made it really easy to avoid each other. How could these "easy" distraction options be made less attractive than the (mentally) healthier option of community?
That's the direction I was thinking in with the scenarios above: make the friction of staying at the market with the whole family less than the friction of going home.
What else could be done to reduce the friction of staying?

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Team

Possible tie-in with Holly Davis' "Dueling Chefs TV Show"?
What if recipes of an episode''s competing chefs were available, and featured for some period of time at Zocalo locations? Zocalo customers can try them. And customers could vote, or maybe just eat one of the choices and indicate whether they'd choose it again. Through the miracle of videotaping, the store customers' verdict can be presented at the end of the TV episode. Zocalo concept currently does not have a lot to do with the challenge sponsors' industry. Maybe something like this would strengthen the concept?

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Team

I like this idea!

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I second that like :)

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Hi, Jim,

I think this is a terrific idea with a lot of potential. I love that you have centered your efforts around a physical space (rather than, say, an app or website), as I think this decision makes your idea more accessible across not only socioeconomic (you don't have to have access to a smartphone or to the Internet to engage with your idea) but also generational groups (older generations may feel less comfortable navigating a digital space than a physical space). The grocery store is a place that almost everyone must go—so it's a logical fit for the kind of mass traffic that this project seeks to achieve.

That said, I do think that combining the physical food court with a "take-home" experience, as many others have mentioned in their comments, has the potential to increase the audience and the impact of this idea. I love the idea of take-home recipes, grouping ingredients to make it easier for shoppers to recreate Zócalo's healthy dishes at home. You mentioned a digital profile that shoppers can create ("Tish explains, 'I've listed gluten intolerance in my profile, and that piece of cake contains wheat.'")—what if those digital profiles served as an online portal for shoppers to engage with each other (sort of like OpenIDEO!) in addition to the store? People could log into their profiles from a home computer or a mobile app to crowdsource new recipes, submit recipe ideas or photos of dishes made with Zócalo ingredients, or see what their friends and family have bought and eaten recently from the store. A virtual badging system could offer shopper rewards for reaching certain milestones, like number of recipes contributed or number of in-store purchases made. These virtual badges could translate into real rewards in the store—sort of a combination of gamification and a loyalty program.

I could see a partnership between you and the team behind Food Culture = Health Culture (https://openideo.com/challenge/healthy-lives/refinement/food-culture-health-culture) to bring this digital aspect of the Zócalo experience to life. A mobile app might make the most sense, but you would have to do some market research to find out if the local community in which you want to open the store has large-scale access to smartphones. In some communities, a web-based experience that people can access from home, school, or work might make more sense.

Looking forward to hearing how this idea shapes up through the rest of the Refinement phase—I will definitely be keeping an eye on it!

Cheers,
Susannah

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Team

Thanks Susannah! Lots of great ideas in your comments. I especially like the online social aspect, sharing or submitting recipe ideas, etc. Much of Zocalo in present state is mostly solitary, not real social. Developing social aspect would strengthen the concept. I did make brief comment about idea of supporting live meet-ups for groups, let them make advance requests for dishes they'd like to see during meetup, tables that can be moved around to accommodate groups. So that was a physical space social concept. Your concept of introducing online social aspect would be great addition.

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Team

Yes, I think the live meet-ups are a great idea—and can definitely be furthered by an online component, where people can sign up and interact with other attendees both before and after the event.

Photo of Burt A
Team

Hi. I like the idea and a variation of one of the ideas I shared elsewhere might be a natural tie-in. Since you are doing this in a food market why not encourage the market to display the raw ingredients for popular recipes from the food court in a grouping, with a tear off recipe, to encourage them to make their favorites at home. Good for the store sales, and good for people who now try this at home. i.e. "Love our Healthy Baja Fish Taco? We've conveniently grouped what you need to make your own right here. Be sure to grab a recipe card and head over to the seafood section for fillets of your favorite fish."

This allows you to translate the healthy behavior / eats to their home.

Photo of Simon Powell
Team

This is a brilliant idea!

Photo of Jim
Team

Yes, I like this a lot. It ties the store experience with the home experience. And there's a lot of brainstorming that can be done on this idea alone. I like this tear-off recipe, and also the convenient grouping. That grouping concept can be made to apply to more items (i.e. perishables) if there is a refrigeration case close by for this grouping. Another great thing is that the concept can be low tech with tear off recipe card. But it can also go high tech with a mobile app tie-in. Even iBeacon enabled in-store map saying "you are here", these push-pins show the locations of the ingredients (of course that's the opposite of the convenient grouping). This also ties in with the in-store classes that can teach cooking techniques. As an aside, one of the things that attracted me to market-as-health-focal-point is that there is a sort of lack of conflict-of-interest... from business standpoint, the supermarket doesn't care if you eat in the store or take ingredients home to prepare yourself. In either case they're selling you food and it's a win for them. Good business sense to make people want to cook. BTW, it's important keep track of the business arguments like these. This entire concept lives or dies depending on making a business case to a real store. Thanks for great input!

Photo of Burt A
Team

Thanks.

Photo of Burt A
Team

Your welcome. Even there there are some (exceptional) businesses who may have doing good as their primary goal, most are seeking a balance between doing good - and getting a healthy return on investment. If the 'doing good' does double duty, by earning them points and / or sales, then all the better.

It goes without saying, that if you need the support of business, your argument will be much stronger if you show them how both they - and the cause you are supporting - gain from the exchange.

Photo of Jim
Team

Very nicely stated. That does strengthen the case for getting business buy-in.

Photo of Shane Zhao
Team

Very exciting updates Jim! We love the lightweight prototypes and user feedback that you've already created to test out this idea with potential users in your local community. We can't wait to see how you'll incorporate some of the feedback into the next iteration of the Zocalo Food Court. One thing that would be helpful is to add an executive summary of your user feedback learnings to the "Lightweight Prototype" section of your idea post. This would benefit viewers who are reading through your idea for the first time ( the slides from your attached pdf might not be fully visible to viewers upon first glance.)

Also, here's another useful tip: When you update the content of your post, it'd be helpful to indicate this in your idea title by adding an extension. For example, you can add the extension " - Update 7/29: Prototypes" to you idea title. This will be a good way to keep people informed about how your idea is progressing!

Photo of Jim
Team

Thanks Shane. I have appended a revision number and date stamp to idea main title. I have also added a "Document Update Log" section to the end of the detailed description. I will shortly adopt your suggestion to create small section in text that summarizes the lightweight prototype and points reader to attachment doc.

Photo of Logan Powell
Team

Hi Jim et. al! Love this idea... especially the 'mini-class' direction... we (team "El Loser Local") have some overlap with the grocer/supermarket aspect. Might you guys be interested in joining forces on building out the idea of getting grocers to provide healthy cooking classes within their neighborhoods?

I'm also seeing overlap between Zocalo and the food culture team: https://openideo.com/challenge/healthy-lives/refinement/food-culture-health-culture. I'll be reaching out to them as well, so - if you're interested in going down the mini-class route, we could all join forces?

Photo of Jim
Team

Absolutely! Opportunities for synergy would be great. I like the idea of joining forces.

Photo of Logan Powell
Team

Rock and roll!

Photo of OpenIDEO
Team

Jim, thank you for all the hard work in the Healthy Lives Challenge so far - we’re really excited to see how you’ll develop your idea in the Refinement Phase! We loved the creative storytelling that you used to bring this concept to life in a human-centered way. We also appreciated how you’ve already started to mock up elements of this idea with light-weight prototypes.

In the Refinement Phase, we’d love for you to continue incorporating feedback from the OpenIDEO community. It’ll be fantastic to test out some of the underlying assumptions in your concept by putting the prototypes you’ve created in front of real users from your local community. You might consider documenting the simulations with photos and even iphone movies. Check out this helpful prototyping tip: http://bit.ly/1GXvt7A As you continue to collect feedback, it’d be helpful create a “Feedback/ Updates” section in your idea post to highlight the progress of how your concpet is evolving. We’re also looking forward to how you might develop the community building and cultural tie-in aspect of this idea. What other healthy lives programs and incentives can you integrate to strengthen the local Hispanic communities?

In addition, we think your idea could work well in tandem with these two ideas: Social Portion Plate - http://bit.ly/1DLcM7a and Personalized Healthy Shopping List: http://bit.ly/1D86Wla Given collaboration is the name of the game here at OpenIDEO, we hope you might reach out and collaborate to grow each other's concepts!

Photo of Jim
Team

Thanks for great encouragement and guidance! I've been having lot's of fun with this challenge event.

Photo of Jim
Team

Maybe the concept of a "pop up event", along lines of eventbrite.com could be merged into Zocalo concept. A group of customers propose a meetup/dine event, and make special request for food selections they'd like to see during event.

Photo of Jim
Team

Maybe something like the popup event takes this concept beyond quite solitary mode and into community building. A crowd of people engaged in event/meetup seems like good step. This line of thinking has implications for physical space. It can't be all booths and bolt-down tables. It's got to allow impromptu moving around of tables.

Photo of Jim
Team

My gut instinct is that a crucial step is to establish a dialog with a real supermarket chain. Get a reality check that the proposed vision is realistic, or find out how it can be adjusted to make it realistic. Among Texas supermarket thought leaders are Whole Foods and HEB. Of course the concept doesn't need to stay Texas based. There might be opportunities to partner in other regions, for example Pittsburgh's Giant Eagle chain appears to be very progressive (headed in an HEB Central Market inspired direction).
My hunch is that the most interesting possibility for a partnership, at least in Texas, is with HEB, or one of HEB's divisions, like Central Market (HEB's answer to Whole Foods), Mi Tienda (HEB's Hispanic American focus supermarkets), or HEB's northern Mexico division. HEB is likely not familiar to most people outside of Texas. But they are definitely an industry thought leader and innovator. What makes HEB very interesting in this context is that their expansion plans did not look northward to the rest of the U.S., but rather southward to Latin America. They are in a very literal sense straddling the border. My gut instinct is that a critical milestone in the Zocalo concept is to establish a dialog with HEB people and get a reality check. At this point I have no idea how to establish that dialog. But again, this concept does not need to stay Texas focused. That's just how I framed the pitch. A dialog with an innovative supermarket chain in another region would also work.

Photo of Simon Powell
Team

This is a fantastic idea and the way you told it was really engaging. Is there a way that it can be tested more simply?

The sensors, cameras, etc that would be required for the 'full' version would be very expensive to develop. In the short-term, could it be done manually- perhaps by offering a few dishes where the values are known and in set portion sizes (weighed out by staff beforehand) the check-out staff could quickly calculate the value.

If that works, a second test would be to lend the diner a hand-held scanner that they swipe against the menu-card of the item as they add it to their meal. That way, if they push it over, they can adjust the meal by putting a portion of potatoes back (swipe) and adding extra salad instead (swipe) - hooray, the value is green!

Photo of Jim
Team

Thanks. These are great suggestions. I'll start with some very rough-cut experiments, like the pre-measured, pre-tallied scenario.

Photo of Jim
Team

I did the lightweight prototyping you suggested using pre-measured discrete portions. Please see photos and captions in the prototyping section of write-up for details of the analog approach I used for calorie auto-tracking. Thanks for feedback!

Photo of Simon Powell
Team

It looks great- and I'm impressed with the rice idea. How did you find it?

Photo of Jim
Team

I think the key to coming up with rice idea was asking the question, "Can we go analog on this?" I was wondering if there was something as bone simple as the classic puzzle of how to sort by length100 dry spaghetti sticks of varying lengths. (Hold them loosely in hand, vertically, as a bundle, at rest against a table top. Remove the tallest one. Repeat.) Not that that applies here, but something in that spirit. I hit upon idea of cutting sticks to calorie-proportionate lengths, and user would line them up along ruler-like scale. I was about to go into shop and cut dowels when it occurred to me that weight would seem slightly more natural than length as a gauge.

Photo of Jared Byrne
Team

I agree that the presentation is probably the most unique and fun I have seen.

As you suggested, confirmation bias can be dangerous, but i think this idea is one of the best I have seen because it engages people on so many levels: track our personal efforts (the food we cook, how it was made, etc.) on technology and going out to a local food court, getting classes/training, etc.

If there is room for improvement I would suggest it is around the tech side of this challenge/idea. For instance, for those who don't go out to eat as much/or can't (location) would it be possible to record the training/classes so that people could watch them on a YouTube like platform and still get the knowledge? (although I would suggest that the focus still remain local/state as local sustainable foods really add to the idea).

I love the prizes, almost gamification, of the idea. Maybe to increase user engagement you could turn this into a points system of some sort that would allow people to create 'competitions' with family and friends for fun [and THEY add in prizes for their competition] - As you raise the question of how to get people more interested in Super Foods - maybe this points system, with LOCAL super foods more 'valuable', would get people to at least look at them if they were competing with their best friends or family? I am no gamification expert, but my kids would use this and be more open to eating different things if it meant points that could help them win a competition......

All-in-all, I love this idea!

Photo of Jim
Team

Jared, thanks for great feedback. Glad you noticed the gamification aspect. It can be very effective. I've been using Jawbone wrist gadget for a couple years, and I really think the subtle gamification has been a big help in sticking with the program. Also appreciated your comment about engaging people at different levels. I think you've nailed what's going on in my mind. I think that in so many words I was trying to make the point that there isn't just one silver bullet.

Photo of Luisa Vasquez
Team

I love this idea! And I feel that the presentation method allows you to explain the logic and reasoning behind each facet of your final proposal. I agree with the previous comments, and I like seeing the progress with the development and prototyping. Although this is similar to what you mentioned in your prototyping goals, may I also suggest using QR codes? You could set up food around a room with the different calculated values inputed into QR codes, when people scan them, a simple app can add up the values, and then this would be what would be shown at "checkout", with all the nutritional information as well as price.

Photo of Jim
Team

Thanks Luisa for enthusiastic response and QR idea! It's great to have multiple ideas on the table for the technical approach.