Shape Meal case study is part of the Tekes-funded research project SHAPE–Shaping Markets for Sustainability. The research focuses on food sustainability communication in lunch restaurants situated in schools, hospitals and working places. The aim is to find solutions to the research question: “What kind of knowledge and communication companies and their customers need in order to build common understanding and behaviour change towards sustainability?”
In the case study an iterative service design approach was applied to find novel solutions for sustainability communication. Observations, visual ethnography, interviews and benchmarking were used to explore the existing communication seen from a customer’s point of view. Ten touch-points for information were indicated within the customers’ journey.
Aalto ARTS graphic design students collaborated with Aalto SCI software engineering students to create a concept, which is visually appealing and technically user-centred.
The food-science researchers of the SHAPE project tested the prototype in focus groups. A booklet with communication ideas called “Caterers’ Toolkit” (Maukasta ja ekologisesti kestävää) was published in addition to the project report and scientific papers.