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Industrial Design Studies 2 - Research Findings

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Lewis Williams

on 14 May 2015

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Transcript of Industrial Design Studies 2 - Research Findings

Food taxation is the rise in food prices due to specific rules and regulations
Becoming apparent throughout multiple countries with mutual agreement between each - a growing trend.
Includes produce such as salt, sugar, fat - all of these 'push up prices' - all of these ingredients are seen as unhealthy - All done to encourage a healthier lifestyle and to move away from 'binge eating culture that is apparent at the moment - healthier lifestyle that is available to the masses (across the wealth spectrum)
'Fat Tax' - Within the Eu is showing its head - prices of foods raised - prices could vary between borders and neighboring countries - which could lead to discrecpencies from the consumers point of view as some places may be cheaper than others
Competition with jobs and between companies - become a burden as 'consumers could switch to the cheaper brands' (euractive.com) - could effect bigger
companies profits and reputation
Food on location with
Industrial Design Studies 2 - Research Findings Logbook
Power Source
Secondary Research
Brand History
Day in the life of our persona...
Existing Products
Persona focused: Why
Hot meals are needed to give the travellers energy to continue with their journey
If backpacking, it is likely there will not be any restaurants nearby
Food is expensive to buy all of the time - especially for our persona (their trip is 6 months long)
Some cold meals require a fridge to stay the right temperature
Not always able to make food in outdoor conditions
Not always enough time eat 3 proper meals a day
Time consuming to prepare meals
Carrying/securing the product to their luggage - needs to be as comfortable as possible, not hinder the experience of travelling.
Tiredness will be a huge factor - the easier it is to get food when they need it the better
Convienience is key when travelling, when it comes to food and meal times
Problems and Considerations Associated With
Eating & Travelling
Product Scenario

Having stopped at their chosen landmark, our users are hungry but do not want to enter a restaurant because they want to immerse themselves in the local culture they have visited.
The food they want should be prepared and cooked quick and easily. However they would like to capture and enjoy the moment, sharing it between each other. Little preparation would add to the experience, not being time consuming, also taking into account as little time to cleanup and store the product after use.
Scotland - Land Reform Act - Camping on public land is allowed - as long as 100m from the road
England/Wales - Cannot camp overnight unless the landowner has given permission
Wild camping in general, advised to keep groups small, not stay for too long and not in the view of farm settlements or houses
France and Italy - Legal grey area (fuzzy outlook) - generally tolerated with the permission of landowners or if well away from tourist sights. Advised not to stay beyond 9am the next day. No fires (Naked Flames).
Greece - Completely illegal - with authorities pointing towards money making sights
Sweden/Norway - Enshrined in the Allemannsretten (Every man and woman's right of access)
Heathrow Airport
Items banned from hold baggage - flammable liquids and solids, tear gas devices or any gas cylinders, wet cell batteries, non-safety matches, fire lighters and lighter fuel and any component that has contained fuel at some point
Possible loophole - a single full cigarette lighter may be carried on a passengers person
All of those materials are backed up by the Civil Aviation Authority
No current wars or conflicts within the EU.
There are lots of Environmental issues to consider when designing our product, such as:
The WEEE Directive. By 2016 the directive hopes to enforce that all products should be 85% recyclable.
End of Life. We estimate our product to have a minimum life of 5 years (dependent on usage rates).
Effects of usage/energy consumption. 30% of the EU's greenhouse gases come from the food and drinks sector ( particularly in the transportation of food and drink around the EU). One way to tackle this would be to source food locally. Other things to consider are whether any gases such as CO2 or any electricity that may be used in the heating of food within our product; and the effect this then has on the environment.
Weather Trends and Climate Change. Within the years 2002 -2011 was the warmest recorded period of time within the EU; this is projected to increase by 2.5-4 degrees hotter by the end of the 21st century. With this is mind we will need to consider what the best types of food are when eating in a warmer climate, and if any certain foods or less or more readily available.
Water scarcity. Typically there is less water in the south of the EU - therefore if our product needs water to aid the function this will need to be taken into consideration.
Food availability. Growing seasons have lengthened and are projected to continue to do so within agricultural circumstances, meaning more crops such as wheat, vegetables, fruit and so on. We will utilize this when we choose what food our product will be designed to heat.
Growing conditions. Growing conditions have seen a rise in improvement due to climate change. Warm season crops are now more readily available in Northern EU, than in previous years when they were not.
Heatwaves and droughts are projected to fall in areas of some crops due to the current heatwaves and droughts happening in the south of the EU.
Some other things to consider are; biodegradability of materials such as packaging and the product itself, the aesthetics of the product and whether they compliment the environments it may be within and the 3 R's (mostly covered in the WEEE directive) Reuse, Recycle, Reduce.
Thermo-electric nano material- converts waste heat into electrical energy
Solar power- contains photo-voltaic systems which convert sunlight into electricity to produce heat
Heating pads/ hotplate - works with water to create steam, which heats the food
Pump to create pressure or power
Food packaging with heating elements- twist, snap or shake to create a chemical reaction to create heat takes 20-25 minutes
Butane/ Propane cylinder- generates enough heat to cook but doesn't hold large quantities of fuel and can be expense to use
Charcoal and wood - takes a longer time to heat food- takes longer time procure fuels
Insulative cosys, retains the heat
Burning bio-mass or dead twigs/ shrubbery- not always available
Popular destinations for sabbaticals
Within the Uk- national parks are the most popular
Growing trends- people visiting Romania
Sabbatical trends
34/100 best places to work in Europe offer paid sabbatials
UK sabbatical trends- 200 top buisiness offer volenteering project sabbaticals (buisiness in the community/time bank)
In 2007 37 % of UK companys offer sabbaticals (up 20% from 2004) - confederation of business industry)
Within the recession 3.9% of companys worldwide offer sabbaticals, this reduces salary costs as they are volentary and unpaid
10.8% of companies are considering this world wide
Social Media
Youtube channels
Vespa video animations
Do You Vespa? #doyouvespa community
Vespa Travels (Bigger channel - peoples experiences and travels)
Maintainable tutorials
Vespa vintage commercials
Vespa Blogs - If you have a written word you can become a blogger. The Vespa blog posts about trends, personalities, history, culture and adventures of their life and their bike A popular blog which many use is; vespatramp.blogspot.co.uk (personal insights)
Facebook - Timeline of products and development of brand from the time of foundation (1946) - Likes: 949,000 likes. Links to various websites - Pinterest, Youtube, Instagram etc. Regularly updated - highly social brand
Twitter - 34,000 followers
Pinterest accounts and Tumblr - capturing and sharing experiences worldwide
Vespa giveaways
Followers tagging where they went and what they did with their Vespa's
Do You Vespa?
Global community where you can live the Vespa Spirit, share thoughts, pictures and related stories.
Vespa evokes youth - free time and the feeling of driving with sunshine and fresh air
1. Create a poster to tell the rest of the community why your a Vespa lover and your own experiences
2. Earn Vespa miles - when your poster reaches a certain place in the world (read) the further it reaches the more miles you get
3. Miles mean rewards - more badges

Agreed (usually) unpaid time away from work - still technically employed by the company - gives opportunity to fulfill experiences wanted
Securing sabbatical - do research before asking
Hatch a plan - often depends on role you have and how accommodating your manager is if you get one
Give plenty of notice - give as much as possible, suggest how a role could be covered while away
Family Sabbatical
Financial Reality - sort through goals, expectations, what you are going to give up - budget for food costs within the traveling - erase what you do not need
Dealing with reactions - take one when no room to move forward and have little else to loose. Golden opportunities - plenty of freelance jobs that can be crucial to determine budget
Bad economy is a good time - might be laid off nothing to loose - can move to a country where home economy is strong, eliminate debts by living more simply.
Relocating on a budget - don't own a car - costs involved - when doing long trips could just rent
Shop at local supermarkets
Resources for sabbaticals - Home exchange - paid membership
Auto-Europe - lease buy-pack program offers chance to have extended use of a car

Unstructured time wondering and exploring
Appreciation - You need to get away to realistic what is good in your life
Realizing you need change
Energy - can recharge you having time off
Making new connections and acquaintances
Health - can get in shape
KEYWORDS: Freedom. Vintage. Retro. Traditional. Authentic. Stylish. Classic. Italian. Organic. Iconic. Sleek. Timeless.
Tourism trends with the EU
2010 tourism within Europe remained over 1 billion people travelling
2011 saw a 0.5% increase (growing trend)
3/4 trips were domestic
9% of Europeans plan not to go abroad in 2014, compared with 11% in 2013
Growth in EU tourism is expected to grow according to demographic experts
'People are taking experiential holidays, imersion in the country/culture' (tourismlink.eu)
2014 travel predictions say that city trips are tending to increase
Peer to peer accomodations (hostels etc) are more self catered and this is a big growing trends (eurostat in 2011)
Hotels are on the downcrease
Internet dominance continues, people are now booking on the go
Fuel costs
Cheaper UK fuel prices means that a lot more people are taking more motor holidays (traveling by land)
On the other hand cheap budget flights and connections with the EU are cheap and hassle free - still attractive to some people
there are been a rise in oil prices in the long term, which has increased the price of long haul flights e.g asia and the US, meaning more travel is done within the EU
Many europeans travel to a member state (within the country they are living), this means they are taking own form of transport/ public
General points
The euro is under pressure at the moment so there is less disposable spending, so people are saving where possible
European travel and tourism took €353 billion in reciepts
535 million arrivals into the EU (increasing trend)
this year 396 million entered the EU within the first 8 months
With interailing there is a possibility of duel buying tickets, to allow couples to travel together
Travel weekly shows demographics that people take more than 3 trips per year, the majority of these people are married, already hit 35 years old, have an annual average income of £46,617.15
More people are using agencies, e.g STA. A high % of these people take more trips because the experiences are promoted and advertised
People booking with agencies took an average of 4.51 holidays a year, whereas people who did not go through agencies took an average of 3.67 holidays a year (travel weekly)
Biggest holiday trends taken were within the summer months of July-September
With booking agencies the average time was 50% longer spent on holiday
South America and Russia are the EU's top competitors in terms of outbound growth
economic conditions affect travel plans for people (38% of Europeans in 2014)
Overall the holiday market is increasing 2013/14= 3% increase and leisure + travel = 4% (wttr report 2014)
Countryside visits are up by 12%
42% of Europeans intend to travel as much as they can in 2014

Vespa is primarily a scooter company, however they also sell other merchandise extending their brand identity, including:
Clothing lines (T-shirts, Jumpers, Jackets)
Fashion accessories (Hangbags, Watches)
Gadgets/gifts, such as alarm clocks and keyrings.

There is much more to Vespa products, in particular their scooters, than just practicality and functionality:
They enhance experiences
Are part of a streamlined design movement
Are visually strong looking and robust
Are bright, colorful, energetic, youthful - all evoking a sense of freedom in the user
Have a sense of continuity throughout all models - each model is like a family member to it's previous, family lifestlye being something that Vespa try to appeal to, keeping consumers engaged.
Outside Casing
Needs to be
Waterproof (Varying weather conditions)

Heat insulating- not hot to touch outside
Robust- withstand journey
Possible Materials
Aluminium sheet

Fiber glass
Porcelain enamled
Stainless steel
Polyester paint finish
Suitable materials for each function
Needs to be
Waterproof (Varying weather conditions)

Heat insulating- not hot to touch outside
Robust- withstand journey
Possible Materials

Stainless steel
Aluminium Nitrile- metallic paint
Borosilicate Glass
High solar absorbency
• Mass advertising campaign called ‘Vespizzatevi’ (Get posters and pictures)
• Most successful campaign came from the film ‘Roman holiday’ in 1953
• As a result of the film the sales of Vespa's doubled
• Vespa has since appeared in various media formats
• The 'Are you man enough strategy' campaign was very strong
• Directed at the male audience who have a negative view on the brand, which has narrowed the target audience down and reaches the audience by directing the concern
• Men have this view that Vespa is too small and quirky to accomplish the task in need
Top down strategy
• The Vespa was taken out of the Indian market for 13 years and wanted to create a big come back
• They first of all introduced a Vespa which was much more expensive than any others in the Indian market
• The idea of this was to create a premium space in the scooter category
• This meant that they had a much lower volume growth
• However in the future India will see a launch of an affordable range of mass market scooters
• This is a top down strategy because they first of all created an excitement by bringing in the more expensive scooter first and then in the future will bring in a product which the target market can afford.

Social Media
In recent years there has been a return to a more vintage type of lifestyle.
These trends have meant a return in many retro products including the scooter.
The brand Vespa has become so large that it is now standing for any type of scooter rather than just Vespa itself.
Searching Vespa on any social media site will bring up hundreds of thousands of Vespa photos, all uploaded by Vespa lovers all around the world.
Vespa is a brand which other other brands admire and want to be like
Vespa introduced a new campaign which involved asking all Vespa owners and admirers to share any photos or stories about 'La Vespa Vita', meaning the Vespa life.
All of this information will then live in a community powered site to allow everybody to view different peoples uploads.
Sharing photos is made easy by uploading them to Instagram or flikr with the tag #VespaVita. That photo will then be combined with all other photos and made into a mosaic.
If you think that you have good personal style you can tag a picture onto twitter/instagram with the tag #VespaStyle.
Melissa R MacCall, the vice president of Piaggio said that 'We thought there were so many photos and stories being shared in the digital space that we thought it would be great if there were place to keep it'
Conducts heat
Traps infrared connections

Italian Brand of scooter manufactured by the larger brand, Piaggio.
Piaggio first introduced Vespa in 1946. Vespa's were a cheaply made function-first product, brought out by Piaggio to aid people to get back onto the roads after the bombings in World War 2.
There have been 138 different models since the start up of the brand.
It is considered the most successful scooter of all time.
'Vespa' means 'wasp' in Italian, suggesting: strong, unstoppable, 'nippy' and fast.
The brand and scooter range has grown massively from a single model of scooter to an entire product line and range.
They are well known for having a painted, press steel unibody and paneling - versus all other scooter brands which have plastic paneling with a steel frame underneath.
Vespa was born as a low-cost product for the masses and has transformed into a highly respected, premium quality scooter for the fashionably famous.
Owning and riding a Vespa is a style statement: trendy, iconic, unique, retro, playful.
They are an International brand.
Vespa also represents dreams & desires of freedom, for entire generations.
It's a timeless design.
"Vespa World Days" is the official Vespa tour. The objective of the organization is to support and endorse the activities and initiatives which form the Vespa universe.
Vespa is undoubtedly a social brand: the use of social media, personal link with users and documenting your life alongside your Vespa via the internet targets the technology-forward society of our day.
Piaggio founded as luxury ship building company that expanded into producing tail carriages and automobiles.

- Moved from aircraft to scooter production as there was a need for low cost transport. Piaggio then owned 7 companies.

- Vespa was introduced to post WW2 Italian market.

- Piaggio opened a factory in Germany & the UK, whilst manufacturing took place within 13 countries and products were then sold in 114.

- The UK is Vespa's second largest global market.

- The Mod era was over and now thousands of scooter owners attend national scooter rallies.

- Vespa's 50th anniversary celebrating a total sale of over 15 million scooters.
Brand Economics
Vespa the brand is part of LML (Lohia machinery limited), their values in shares are continually fluctuating but recent stock prices are rising throughout 2014
The bike prices range from new £2771.00 up to £4,692.00
Vespa Timeline
Recorded Interview Transcripts

Interailing / Rail Europe Trends
Prices start from €184.00 (5-10 days) up to €442.00 (continuously for a month) for one person
Seen as 'more than traveling' with over 70,000 people partaking per year
Students can afford due to discounts - wristband signifies wearing the experiences to share - social aspect
Discounts for students, the elderly and children - also includes hostel discounts
Traveling within/outside of the EU has been made more independent - self check in services etc.
Renting and hiring transport to get around has become a 'fun' experience - changed from being a hassle or stressful - help of technology advancements e.g. apps
The typical persona that would go interrailing is somebody who is in their late teens-early 20's who would go during a summer break or their gap year
Gives you a chance to visit cities, small towns, beaches and mountainsides.
Can meet a number of people whilst traveling including fellow travelers or locals
The interRail ticket is for EU residents only
Global pass- valid for 30 countries, apart from your home country. Most people will therefore find a different form of transport to their first destination.
Different types of Global passes depending on how long you wish to travel for.
One country pass- valid in one european country
You can choose which class you wish to travel in, depending on how much you wish to spend
To save some money on accommodation there is the opportunity to catch night trains. You will have to pay a supplement to get a bed however.
Have to pay extra to book seats.
The ticket is personal, which means that only the person who bought it can use it.

Hostels can be booked on the go.
Number of websites that you can book rooms on the go, e.g hostel world
To make it even cheaper you can bring a tent but this means there is a hassle of carrying it around.

Documents needed when travelling
Interrail ticket
YHA membership card
Travel insurance
EHIC card
Travellers cheque

Safety when travelling
Traveler needs to keep wallet in touch with body and so a money belt is often very useful
Keep interrail ticket and passport safe
A lock for lockers in hostels is sometimes needed to keep belongings safe whilst out

What to pack
Clothes and travel towel
Daytime use bag
Washing - clothes line, sewing kit etc
Document folder
Travel first aid kit
rucksack no bigger than 50 L

The main design of the Vespa was centered around the vision of a man seated comfortably on his couch.
Cult brands like Vespa, VW beetle and Harley Davidson are all linked through a strong loyal following and brand enablers
They are all products which you could do without but we are now part of a generation which wish to indulge and self-express
Brands have become an integral part of our society and they focus on our emotions.
What matters to cult brands are legacy and pride of ownership
With Vespa there is little familiarity and more intrigue
Imagery and experimental components play a huge role, e.g Audrey Hepburn and Gregory Peck

UHeat Hotplate
Generates heat through human touch, very eco-friendly as it does not use any electricity
New technology
Biolite Kettlepot and Campstove
Creates a fire and converts waste heat into electricity, smokeless- more environmentally friendly
Doesn't cook food directly
Wood burning camping stove, burns organic matter e.g. esbit/hexamine tablets, night light candles, any make of meths etc.
Quite large in size
Go-Sun stove
Solar powered thin glass tube that cooks a meal in 20 minutes, fuel free, lightweight, works on cold days
won't work without sun, large in size- difficult to take around

Mon oncle stove
: Portable briefcase lookalike stove, easy to clean
: Better for a picnic than for travelling, quite large

Secondary Research

We conducted a survey on 22 people who had been travelling in order to find out more about their travelling and eating habits. We shared the survey link on our Facebook walls and also asked our older relations to share it, in order to get information from our target market. We asked the following questions:

1) How old were you when you went travelling?
2) Where did you travel?
3) How long did you travel for?
4) How many meals did you eat a day?
5) How did you travel?
6) How did you regard your meal times?
7) Did you find it difficult to eat a nice hot meal when travelling?
8) If yes, why?
9) For your biggest meal of the day, what would your most ideal food be?
10) What foods did you eat whilst travelling/ What were your favourite?

Survey Results
1) The majority of our respondents were quite young, due to the fact that we are in University and alot of the people that we know who have travelled are our age. However, this is still valid information as it provides us with insights on travelling experiences as a whole rather than just from the target market we're aiming for. People of all ages need to eat whilst travelling and so it is very useful information. Additional research has informed us that travelling is becoming increasingly popular with older generations rather than just younger people, which is why we want to target 30-40 year olds.
2) Nine of our respondents said they travelled in Europe, confirming that it is a popular destination to travel. We could use this information to establish which places in Europe are the best to visit. The other popular destination to travel was Asia, which could be an area to research into, in order to increase the usability of the product and ultimately appeal to a wider range of people.
3) Two weeks to one month proved to be the most popular period to travel for, so this could be our persona's proposed trip length, although we were initially thinking of it being for a 6 month period. As the feedback is quite varied I think the trip length is dependent on the individual. Taking into account finances, work commitments and location of travel, this could vary alot, so we need to define this for our persona.
4) All of the respondents stated that they ate either two or three meals a day, which proves that this is enough to fuel the travellers for their daily activities. With additional research it is apparent that most travellers will skip breakfast and only eat lunch and dinner, with one meal being bigger than the other. Sometimes when breakfast is skipped, it is preferred if lunch is a more substantial meal to keep them fuelled throughout the day.
5) Two people answered that they travelled alone, proving that it is more common for people to travel with others. This confirms that our product would be better suited to a couple/ few people, we need to research into how food is shared in different cultures and existing products that enable people to eat together. We want to link our product back to Vespa's brand values and make it a part of the experience, so the element of sharing and making food together will be integrated into it.
6) Most people found that they needed food for fuel to keep them going when travelling, we therefore need to look into high energy food that releases energy throughout the day, perhaps via the use of carbohydrates and protein? People also answered that meal times were a social activity/ part of the daily routine. We want to make the product more than just a part of the routine, more of a memorable experience, however, want to retain the element of it being a social activity. We were also considering treating it as a reward for when a certain goal has been met, e.g. reaching the top of a mountain. This would enhance the experience even further and would be nice to share it with someone else.
8) The respondents that found it difficult to eat hot meals said that it was due to the lack of facilities in their accommodation, confirming that our product would be very useful for them- perhaps inside and outside? One respondent also said that it was expensive to eat out, which is particularly true when at tourist attractions. They also stated that the food available was not always what they wanted to eat, we therefore need to research what people want to eat generally.
9) For the biggest meal of the day most respondents wanted something filling, for example pasta or rice with protein, so this is the kind of food we want our product to heat/cook. It also seemed as if a lot of people wanted food that was quite culturally relevant to the country they were in, as a lot of the cultural experience is down to the food. We need to look into energy and nutritional values in food to ensure that the food cooked by our product will be sufficient for the user on their day trips.
7) Over 80% of respondents said that they did not find it hard to eat a hot meal whilst travelling, however, this question is quite vague as it does not take into account the price or the exact location of the person, for instance if they were in the middle of a busy city then they would have easy access to hot meals. We believe that our product would still be needed by people who are on location, for instance if they were in a prime tourist location e.g. the Eiffel Tower, this would be very expensive to buy food and so to have a meal via our product, it could save them a lot of money. We will try to ensure the food still fits with the culture.
10) When asked "What foods did you eat whilst travelling/ What were your favourite?" it seemed that alot of people favoured either local cuisine or something suited to their personal tastes so it could be good to try and make our product work for more abstract foods rather than just average carbohydrates as some respondents stated that rice and curry gets boring. We could research local cuisines for popular European countries, aswell as tasty dishes that are less obvious.
Pyro eco stove
Produces less smoke, less carbon dioxide, and has more efficient heat transfer into the cooking vessel. Don't need tools, uses wood to create heat.
Home-made- not readily available.
Helios Solar Grill
Energy efficient, uses solar power to create heat. If weather is not appropriate, features a plug for alternative power source
Solar power only works when weather is appropriate- not always available for use when travelling, solar panel is quite large.
Weber Smokey Joe BBQ
Produces quality food, doesn't take long to cook and is good for short distance journeys
Too heavy to take travelling, quite large in size.
Vertex Stove
Only weighs 1.8 ounces, packs completely flat, very strong and durable- made from stainless steel, assembles in seconds
Not very aesthetically pleasing, uses fuel tablets- not always available.
Big Green Egg
Reaches cooking temperature in minutes, temperature change control, ceramic outer surface doesn't get hot, cleans its own interior
Very large, not suitable for travellers as it is not very portable, heavy, not physically desirable.
Doesn't need electricity/ batteries, small in size- very portable, pump to create power- engaging and part of user experience
Requires hot water to work aswell as coffee pouches.
Campingaz Camp Bistro Gas Stove
Easy to clean, lightweight, only takes 5 minutes to boil water
Uses gas- have to prepare gas cartridges before using, awkward to carry, not a particularly luxurious experience.
Ways of heating/ cooking
Solar Power
Solar cookers are already available on the market; often relatively inexpensive and low-tech.

Doesn't use any fuel- environmentally friendly and reduces cost
Parabolic solar cookers can reach temperatures above 290 C so can be used to grill meats, make soup, stir fry vegetables etc.
Reduces deforestation
Can't use in cloudy weather- weather may be unpredictable- not useful
Some solar cookers take longer to cook food than conventional ovens
May require food prep hours before the meal, however, less hands-on time during cooking
May not cook thick foods right to the core- have to cut them into smaller pieces
Needs a large surface areas
Very environmentally friendly, widely usable in Europe as the weather is generally sunny
There are a few battery operated cookers such as the 12V cooker and battery powered wood stove

Batteries are easy to get hold of/ replace
Sometimes lightweight
Not reliant on new technology- readily available
Need a lot of energy to cook food, could need very powerful batteries
Potentially heavy/ large in size
Not always reusable
Expensive to replace
Not very environmentally friendly, would need to either take batteries with you or ensure it was charged. Better for short journeys
Liquid Gas stoves use Butane, Propane and Isobutane as fuel to cook the food

Works as well as an average household oven/ stove
Doesn't involve any tinkering with gear
Burns clean
Prepare your own gas- guarantee that it will work
Can't be used in freezing weather
Need to prepare gas before setting off
Fuel is quite expensive and potentially dangerous if not used correctly
Fuels are available and legal across Europe, making it a viable solution, however, we want to make our product easy to use with minimal effort/ preparation needed.
Possible battery options:
Use car battery/ vehicles DC socket
Battery operated fan (Sierra zip stove)
Wood stove
New Materials
Aero gel


Nano- particle based (solar)

Self-heating packaging (contains aluminium and silica)

Multi-function structures/ composite materials
Lightest solid in existence, its breathable and fireproof, strong and a good insulator.
Produces less CO2 than plastic, derived from renewable biomass sources
Absorbs and converts 90% sunlight into heat. Withstands temps up to 700 C. Survives outdoors despite being exposed to air and humidity
Creates large amount of heat, engaging, readily available technology

Self-heating capability
Could be used in the walls to keep heat in.

Commonly used in non-disposable applications e.g phones
Use as power source

Use in packaging. Aluminium enables oxidisation to happen, needs to be controlled safely to produce heat

Varying function from mechanical, electrical, thermal. Use polymer matx materials
Expensive as it is a very new material

Weather reliant

Not renewable, expensive to replace.

Typically poor conductors
How will the product turn on without electricity? The product will be used in rural locations and so needs to be reliable.
Chemical Solid Fuel Stoves could use: Hexy, Hexamine, Esbit, Triox, Fuel Tab etc.

Boils water quickly and efficiently
Very lightweight
Some hexamine setups can burn better in comparison to other stoves when considering boiled water per ounce of fuel
Need to prepare fuel before using
Cooks food quite slowly
Quite expensive fuel needed
Hexamine can cause a noticeable odor and leaves a sticky residue
Very convenient for our chosen scenario as most of our foods will require boiling water. Cooks food quite slowly but could prolong the experience of using the product?
Flameless ration heater is a water-activated exothermic chemical heater included with meals

No flames involved- not dangerous
Ideal for backpackers who aren't able to use fire
Portable but not particularly easy to carry
No preparation needed
Not very lightweight
Doesn't enable you to cook the food physically
Not very experiential
More convenient for a one-off day trip rather than a product to be used on a daily basis.
Water purification
Vespa Forum Discussion and Suggestions from Vespa Riders
Experienced industrial designer/Vespa enthusiast giving his thoughts and ideas surrounding the concept. Shows evidence of feasibility of target audience and potential solutions.
When considering potentially running the product using the power of the scooter itself, this common solution adopted by many Vespa afficionados would allow us to convert the engine power of the scooter into usable energy through the inclusion of the 9V cigarette lighter attachement modification.

This extra component that many riders attach to their scooters would provide us with a steady and fairly high level of power with which to generate the heat required to produce a hot meal using our product. This would however rely upon the owner of the product also owning a Vespa scooter which by no means may be the case.
Visit to Scooter Club - Nottingham
Here we received responses to our open question to vespa enthusiasts which in the main took the form of suggested concepts that Vespa owners and enthusiasts themselves would use and feel there is a niche in the market for. We can take this information further into more targetted research and also use their ideas to influence the design ideas that we create.
While some elements of the Vespa enthusiasts advice may not be actionable directly, their advice and opinions on what parts of the design will be the bigges priority are extremely useful to us.
Specific Target User Survey
Abi Marini
Passionate hiker - aged 35
1. When you think of the Vespa brand, what key words come to mind?

"I would think immediately think: Trendy, Free, Moped and Italy. Those words definitely sum up the brand for me."

2. When travelling, what form of food would you find most rewarding after a long walk/hike?

"I think pasta would be both a good source of energ after a long walk and would also taste really nice!"

3. Would you normally walk/hike alone or with company?

"I always walk with company, you get lovely conversation and a sense of connection - I tend to go on long treks with my husband for some
quality time."

4.How often would you travel abroad to explore other places to walk?

"I don't tend to get abroad to hike very often - but I should really do it mor as when I do go it's a fantastic experience!"

5. Would the option of hot food be appealing to you during a day expedition? (for example up a hill or mountain)

"Yes definitely! Beig able to enjoy a nie warm meal whilst up a mountain in cold weather would make tings much more pleasant!"

6. When preparing your food, how long roughly would you be willing to wait for he food to cook/be ready to eat?

"I would think that about 15 minutes would be fair if it meant that there was a nie hot meal at the end of it."

7. How many times on average would you stop for a rest/to eat during a trek or walk?

"Around three times - with 2 of those being to stop and have a breather and a quick snack and the third as a more substantial break to eat."

8. How important to you is the branding/style of a product that you would take with you walking?

"Quite important as the quality is generally better if it's a recognised brand. The styling is also important as I would be more inclined to buy
and use a product that looked more desirable."

9. How much gear would you normally take with you when walking, do you normally include provisions or equipment to prepare food?

"I would take a small rucksack and yhusband would have a larger one. I would normally carry food that would be ready to eat straight away -
like a sandwich or cold pasta."

10. Roughly how much would you be willing to pay for a product that would allow you to conveniently eat food on the go?

"That would depend on what the product itself offered but I would be happy to spend around £25-£30 on a product that functioned well
and was fun to use!"
On Wednesday 19th Novemeber we arranged to meet up with multiple scooter clubs in a pub in Nottingham, which we organised through the deelership that we went to a few weeks before. The dealership gave us a number of a vespa and lambretta club leader, who we then contacted. He then wrote on other clubs facebook pages and forums in the area and asked them to meet up with us. We wanted to emerse ourselves into their culture to make sure they were relaxed and behaved naturally, rather than a structured and formal interview, which they may not have found comfortable. We were extremely happy with the turnout as 19 people turned up to the pub, with the youngest person being 18 and they oldest being 67, both male and female. This was a great insight into the life and culture of somebody who rides a vespa and the information we gained was invaluable. The things that we found out on the night when chatting to the group members included:
Many of the group members turned up as a couple, both travelling on the same bike.
Many couples meet through the Vespa scene
The people who are parts of these groups are not the same as social media sites have made them out to be. Instead they are much more rugged and make do and mend types.
There are two types of consumers in the vespa brand. One of which is portrayed by social media as being clean, trendy, stylish, young professionals. The other is the type that we met up with at the pub which are working class, hands on, passionates.
'Vespa' is all about the brand as a whole, rather than just the bike. It is a way of life for these people.
A number of the members turned up wearing vespa club jackets. We then found out that you get a patch for every ralley that you attend, which you can then put on their jackets.
There are a number of social groups within the vespa brand including; mods (older generation, fashion, mirrors and spotlights on bikes, lambretta) , skin heads, suade heads, comedy mods and scooterists. Between the groups there can be some rivalry.
There are a number of scooter and music festivals (mainly indie bands) throughout the year, all over the world. Thousands of scooters and their owners come from all over europe to enjoy the scenes.
When they go to a rally, all ride there in a pack, with their tents and bear strapped to the bike. However there is not alot of space on the scooter to put stuff. One person commented that the bikes are not practicle. Most ralley are only 2 nights and so not many clothes are needed to be packed.
A number of the group members had multiple scooters, some being vintage which they have then done up
Bikes are however adaptable, many have painted the bikes or added mirrors
The vespa bikes are extremely reliable but also extremely stylish and edgy. Modern motorbikes dont really have a scene, fashion or music.
There is a community within all people who ride bikes, often wave to each other when they pass each other on the road
Most of the members have cars as well as bikes
Very accepting brand, in terms of people who join the groups
There is often a sense of snobbery if your scooter isnt quite right or you dont wear the right clothes. People like to protect the brand and keep the image of the brand how they think it should be and dont want people to kill the scene. Associate vespa directly with the mod scene, retro and smart
Vespa Brand Values
Abi is a 35 year old pharmaceutical
administrator and enjoys hiking at weekends. She is married and very
financially stable
allows her to persue her travelling interests
with a keen passion and enthusiasm. Abi
enjoys luxury
products and holidays but is also
interested in more down to earth activities such as camping and walking
, but is able to persue these interests in a relative level of luxury.
Our brief was to design a desirable branded product that allows hot food to be eaten on location. We need to consider the product's main role as a way to create, enhance or extend an interesting and desirable experience rather than just an outdoor eating device
We had a choice of four brands which were; Nike, Kodak, Vespa and BMWi. We then had to choose from one of four environments (Sand, Sea, Snow and Field)
Be designed for an outdoor location - the power source becomes a key consideration.
Be carried - so shape, weight and robustness are key
Be interacted with in a fitting way for the situation
Keep the food being consumed fresh until needed - this will prevents illness.
Consumer Buying Trends
'Essentials' are promoted to consumers on the market
Multi-functional bags were trending this year 2014/2015: lots of storage space for personal belongings, wheels for easier manuverability, something that is comfortable and lightweight.
Security of luggage: locks and padlocks have always been a part of the package when purchasing a carry bag or suitcase, combination locks and electronic locks are also popular.
Clever storage space and packaging - optimising space availability within a bag/storage device by vacuum packing into 'compression cubes'. This is already popular with travellers when going abroad, the more vacuum packing you do the more things you can take.
Footwear: comfortable and lightweight. There is an increase in a healthier and fit lifestyle with more and more people taking up gym memberships and more active expereinces such as walking and hiking.
Travel technology - adapters - things that allow convenience and making things easier whilst on the move.
New demographic emerging - 'working wealthy'. This is a new trend where time crunched (from work) and adventurous travelers have disposable cash to spend, often shown with cruise lines as the cruises are being made shorter (travelandleisure.com).
Telegraph - Buzzwords for traveling this year - "experimental and emersive".
More available products allow traveling to become more independent in comparison with 10-20 years ago e.g. products and technology didn't provide the comfort and also people would not travel to such remote places at such young ages in the past.

Brand Equities
Carrying of food products between countries
No general restrictions on carrying food products within the EU - apart from the UK who have stricter customs policies
Exception to this is if there is an outbreak or alike that could or spread disease on food products
Definition of a 'meat product' - according to Annex 1 (of EU regulation number 853/2004) states that meat products means processed products resulting from the processing of meat or from the further processing of such processed products
Current Food Trends in 2014
Up-scaled comfort foods: higher quality compared to standard foods e.g. better quality pizzas - artisan and gourmet
'Mashup' dishes - popular in the USA.
Simplicity - street food trends (UK)
Higher spending on foods promoted within the media through advertising, but also newspaper articles promoting or shunning a certain food will often increase or decrease the sales of the certain foods mentioned (health and science).
Locally sourced foods are becoming more popular due to sustainability awareness and environmental issues coming into focus within; laws and legislation's, news and also many companies have initiatives to tackle these issues and they advertise this to their customers.
Vegetables - higher predicted consumption through media due to the Fitness frenzy trend spreading rapidly.
Gluten Free (Free From...) foods are growing in popularity in those that are not gluten free just because the calorie content is often lower (relating back to a healthier and more fit-focused society).
Instant ice cream and other instant foods/meals give instant gratification.
Vespa Forums - owners club
Boards and announcements, introducing yourself and your scooter (given a personality)
Rallies dates and times etc., clubs, music, technical issues
Buy and selling (classified) - wanted ads - requests
Free Vespa downloads - desktop pictures, typefaces
Gigs - large music following around the brand

Vespa Guestbook - On the Vespa website - submit your name, your scooter, favorite song to ride to - any other added messages to share

Directory - clothing, part numbers, colour codes etc.
Visit to a dealership
Majella National Park, Abruzzo, Italy
Wake up in Hotel at 7:30/8. Prices for hotels start at around £30.
Breakfast included in price of hotel.
Leave hotel at around 9am.
Leave large travelling bags in the hotel and just take out small rucksack.
Go to local supermarket to collect fresh food items to add to dish.
Local delicacies include chilli pepper, aromatic saffron and fruity olive oil. Popular dish is maccheroni alla chitarra (guitar pasta) served with a tomato based sauce, served with pork.
Set off for walk at 10am.
Put heating device, food packages, drinks, extra clothing, suncream, snacks and maps in bag.
Walk passes through a variety of habitats.
Stop at a view point at around 12 to set up for lunch.
Set up outdoor heating device and cook lunch. Food will take around 30 mins to cook, including prep time.
Enjoy food at view point, taking in the great experience with each other.
Once lunch is finished clear away heating device and put back in bag.
At around 1:30 walk different route back to hotel.
Get back to hotel at around 5pm.
Shower and get changed for dinner
Visit local, cheap restaurant for dinner
Go to sleep at around 10/11.
Who are we targeting with the product?
Who would be able to use this product?
Who are Vespa's target market?
Who would buy our product?
Who would use this product?
Who did you share your eating experiences with?
Who did you travel with?
Who would you share your experiences with?
16+, younger would likely be accompanied by someone else who would cook
Anyone outdoors without access to electricity
Family via social media
Friends via social media
New travel buddies
People looking to travel
Forum/ blog viewers
"Trendy" people
Fixing/ restoring as a hobby
People who enjoy scooter rides as hobby
Commuters looking for fun alternative to cars
Variety of ages
Elderly that have followed Vespa for years
People who like to customize
Both women & men
Desirable food, better than disposable BBQ
Going away present
Family/ friends of traveller
Know the person will eat well
Travellers before going away
Experienced traveller- aware its hard to eat hot food on location
New traveller- prepared for difficult situations
Females & Males
Cooking is not such a predominantly female activity anymore
European people
Active people/ enjoy the outdoors
Festival go-ers
16+ years old
Summer trip
On sabbatical
People of all ages
People who like experiences
People who want to enjoy vacation/ save time
People wanting to save money
Don't like cooking
Both women & men
Travelling Europe
Moderate income
Looking to achieve personal goals/ gain new experiences
30-40 years old
Travel buddies
(all nationalities)
Not many commitments
Product enhances experiences
Voluntary sabbatical
Worked for a few years
Established career
Small group
Large group
New travel friends
People who live nearby
People met on location
Friends/ family
Social network followers/ friends
Marketing & Advertising
Vespa market their brand very visually via the use of very striking colours and bold statements. They have two very strong target audience's- younger consumers (20+) and older professionals/ enthusiasts, whom they manage to target by retaining many of their original brand values and themes.

The brand is often advertised as the "ultimate stylish accessory" by the use of celebrity endorsements and association with fashion. They are very popular with a lot of well-known celebrities; Oscar winner Gwyneth Paltrow, Chris Martin of Coldplay, Laura Bailey, Jonathan Ross and Jemma Kidd are regularly snapped out and about in London on their Vespas,

Vespa create lots of posters which all carry messages of experience, passion and happiness.
Brand DNA
Original colours of models produced by Piaggio
between 1946 & 1978.
Modern colours used by Vespa today
Branding colours
Scooter colours
The celebrities enhance the aspirations of the brand, it's good publicity for Vespa as it draws in new fan bases and often creates a good public image if the celebrity has a good reputation.
The women are used as they enhance the beauty of the scooter and attract the male gaze. Women could also be attracted to the posters if they are envious of the attractive women displayed, the posters suggest that they too could look beautiful if they owned a Vespa. The use of women in the adverts also promotes female independence and style. The stylistic features of the bike are quite feminine, so is a less intimidating motorcycle/ brand for females.

There is a recurring use of attractive women in the advertising campaigns, suggesting that they predominantly target men.
cartoons, "adventure, style and simplicity"
Vespa evokes notions of romance, seen in 'Roman Holiday' and 'La Dolce Vita'; being an Itallian brand it is all about passion and experience. This is mirrored in alot of the Vespa adverts, where couples are shown to look happy and in love whilst riding on a Vespa mid-adventure.
Similar Brands
Harley Davidson
Do you Vespa campagin is "A global community of non-followers". Vespa launched this online tool where users can upload their own journey/ story and explore others. By seeing how far others have travelled it may encourage them to travel further in order to boast about their travels to their online friends. This gives more relevant and modern brand direction. The campaign embodies people who welcome change but do it on their own terms.
Our persona wants to experience the culture and eat local foods within the different countries, without having to spend a lot of money in local restaurants. We want the product to be able to cook food culturally relevant to each country.

4 categories of food - meats, sugar, cereals and fats
- Europeans love sweet taste
- Cereals are most important ingredients - flour, bread, wheat, oats
- Rice and Pasta are extremely popular
- Important fats include olive oil, lard and butter
Packaging and Storage
Boiling Water

Boiling water for 15 to 20 minutes kills 99.9% of all living things and vaporizes most chemicals. Minerals, metals, solids and the contamination from the cooking container become more concentrated.

Summary: Not very quick but works very effectively
Distillation boils and recondenses the water, but many chemicals vaporize and recondense in concentration in the output water. It is also expensive to boil & cool water. If the distiller is idle for an extended period, bacteria can be reintroduced from the outlet spigot and may recontaminate the water.
Summary: When operated properly can remove 99.5% of impurities but can be very expensive, might not be portable/ suitable for travel
No one water purification method will remove all impurities but which is the best suited for our product? Our users will be travelling across Europe and so will be unaware of the quality of water in the different countries.
Ultraviolet light is a good bactericide, but has no residual kill, and works only in clearly filtered water. It is a new technology involving super white light, which can destroy 99.99% of harmful microorganisms without adding chemicals or changing your water’s taste or odor.
Ultraviolet Light
Summary: New, useful technology that may not be readily available to use. Doesn't affect the taste and also is unable to remove heavy metals/ other non-living contaminants. Our users will be unaware of where they are collecting their water from and so maybe not appropriate.

Are there any suitable new materials that could be used in our product?
Chlorine is common, cheap, but extremely toxic. It does not decrease physical or chemical contamination, it comes in tablet form that are easilly accessible- available from chemists/ travel shops.
Summary: More cost-effective than UV or o-zone disinfection, can prolong disinfection even after initial treatment. Very accessible, but woul require users to remember to bring the tablets before setting off.
Summary: boiling water is the most straightforward method and will not require the user to learn any new methods.
Existing products - Dolmio and Uncle Ben's pasta and rice lunch snack boxes - consist of a two part preserved packet. One part contains the carbohydrate with the sauce separate to tip in on top. Both products are heated through the microwave. This system allows multiple flavours to be mixed and chosen with the base meal - a good solution to alternate from time to time. Packaging on shelves is stackable/presentable and clear
Pot Noodle - dry noodles - cheap on the move solution to noodles - relatively compact, quick and easy to eat out of a single pot. Thin foil lid is sealed on. Easy process of add boiling water and stir - flavouring already present
Super Noodles - dry noodles when stored in sealed packet - lightweight and compact - when water is added expand and flavours added to mix - approx. cook time - 4 mins
Vaccum packed foods - dry foods are sealed in a plastic pack where a vaccum is created - compact
Sealed top foods - M and S 'Fuller for Longer' range - mixture of foods of relatively high quality are found in a heat resistant plastic tray. This is then covered by a thin plastic film that is sealed. The food can be heated either by microwave or by oven. Not necessarily designed for portable use as marketed to be used in the home and served on a plate.

We have chosen to use the boiling water purification method for our product and so we need to know how much energy is needed to boil water.
Energy needed
1kg of water for roughly 100g pasta
The more water you have or the colder the water, the more energy it takes.

The first assumption is that the water is at room temperature, or 20 °C. First, the water must be heated to 100 °C, which takes energy. The amount of energy is given by the specific heat of water, which is 4.186 Joule/gram °C. That means that requires 4.186 Joules of energy to heat 1 kilogram of water by 1 °C. So if you have 1 kg of water at 20 °C, you have to add this much energy:

mass*temperature change*specific heat =
1,000 grams * (100 °C - 20 °C) * 4.186 J/g °C = 334,880 J = 334.880 kJ

Once the water is at 100 °C, still more energy must be added. This is given by the heat of vaporization, which for water is 2261 kJoules per kilogram. So, in the example, once the 1 kg of water is at 100 °C, this amount of energy must be added to boil it:

1 kg * 2261 KJoules/kilogram = 2261 kJoules

Adding everything up we get:

334.88 kJ + 2261 kJ = 2595.88 kJ
3893.82 kJ for one portion of pasta
Need averagely 150g per portion of pasta for one person
Why do they need our product?
Why are they going travelling?
Why would they eat 'on-the-go' and not at a
Why do our persona(s) embody Vespa?
Why are they going travelling now?
Why do they want hot food?
This meal will be their most substantial meal of the day, they want something that is filling yet refreshing - something that replenshes calorie loss during the days activities but isn't stodgy.
Hot food is often associated with a hearty reward after a days work/travels and will revive our persona's.
They want a product that can replenish and major energy and calorie loss that has occured throughout their day of travels, but they do not want to have to pay restaurant, and other eateries, prices every day of their journey.
Our persona's have reached similiar points in their lives and careers where they feel they are comfortable and secure enough to take a sabbatical/career break and finally complete their lifelong dream to travel Europe.
Why travel Europe?
Neither Jamie's nor Sophie's break from work are supported financially by their places of employment, therefore both are using savings to pay for the trip. They want to spend wisely and maintain a good amount of savings for their future. Using our product will enable them to enjoy their trip and all the experiences without being a great expense.
Europe is easily accessible and shares many of the same values and laws as the UK (their home) whilst also allowing travel and food transportation across borders without excessive border checks and so on... this all makes for an easy and enjoyable trip.
Jamie and Sophie are independent people who share a love for adventure and spontenaity. They want to retain their freedom as young adults and feel the freedom of being a young couple with their future ahead of them. They are both style aware and embrace the experiences they have together and enjoy the journey instead of focusing on the destination.
They are at the point in life where they want to enjoy their time as a couple before they settle down and have children.
Backpacking around the world
There are a number of ways a backpacker can choose to travel around from place to place. Many will buy an around the world plane ticket, which will take you to a certain amount of countries for a certain price, which is much cheaper than buying tickets individually. You can purchase these tickets from a number of travel agencies, who also offer you deals on certain experiences whilst travelling. There are a number of ways to travel around inividual countries, depending on how much you choose to pay. These include:
Bus - Most countries have their own bus companies which travel through the day or at night. You can often buy a bus ticket to take you the whole way from the country for a fixed price. You have a certain amount of stops within that price.
Train - Day and night trains run daily in countries. A night train ticket will involve you getting a bed. This is popular as it saves people from spending money on accomodation that night.
Boat - When island hopping in coutries like Thailand you will have to get a boat. Boat tickets can be bought all around the islands.
Internal flights - In some situations a short internal flight may be cheaper and also saves you alot of time if you have a short schedule in a country.
Organised trips - A number of travel agencies have arranged trips around countries. You will have to pay a fixed price which then included all travel and accomodation as well as a tour guide. This is a great way to meet new people and good for somebody who may not be so confident.
Moped - In many countries that people have been travelling recently there has been a current trend in using a moped to travel around the country. This is a great experience and a good way to enjoy the landscape of the country which you will not see if you are travelling at night
When travelling you will want to carry as little as possible as there will be alot of times when you have to carry it about. This you may need to take include:
A large travelling rucksack with multiple compartments
A smaller bag which can be slung around your front and used when you leave your rucksack in your accomondation for the day
A small amout of clothing, shoes, towels
First aid kit
technical products
Important documentation
It's all about the journey...
Monte Carlo
Swiss Alps

The route...
Wet and dry conditions
Warm and cold
Varying conditions of temperature and weather due to travelling between countries
Soft and hard environments e.g. withstand impact if dropped
Hot climate - keep food cool/hygienically stored so that bacteria cannot grow and food cannot spoil
Cold climate - heating of food will need to be substantial enough to heat the food from a potentially very low temperature, also the product may need to be able to compete with cold temperatures and keep the heated food warm
Consider material choice to complement the environment e.g. matte surfaces and materials so not to reflect the sun
Environmentally friendly and sustainable material choice
Consider storage environment in the home/when their travels end
Water tight from the outside in and vice versa to protect from weather conditions if exposed
Calorie Content
Nutritional & Healthy Foods
Trending foods & 'Super' foods
Why and how do we Share food?
We conducted an interview with Abi to gain an idea of her preferences and needs surrounding her hiking hobby and how she currently carries out her walks. We also asked about Abi's awareness of the Vespa brand and how she viewed it.
Specific Target User Survey - Insights
Having conducted an interview with a specific member of the target market for our product, we were able to draw a number of conclusions from their responses...
The user would be willing to wait around 15 minutes for their food to be heated by the product - provided the food was of a sufficient quality to merit waiting for. This is not a large amount of time so the product must be efficient in its function through good heat source and insulation properties.
The user identified that some form of pasta-based food would be a good source of energy and also crucially taste for a meal eaten whilst hiking. This may require the product to be able to boil water to allow the pasta to be cooked or potentially re-heat a pre cooked pasta meal. This pasta base could then potentially be combined with different sauces to provide the user with sufficient variation.
Abi also highlighted an interesting connection that she perceived between the brand name of a product and it's quality. She stated that she would be interested in a Vespa branded product due to the reputation of quality of such an established brand so ff we create a product that ties in closely with the Vespa ethos, it will hopefully be viewed by the target market as being reliable and of a very high quality which will greatly add to its popularity withi the market.
It was highlighted that this particular target user would spend around £25-£30 on the product so whilst we are aiming at offering the user a luxury experience when engaging with the product, the materials and technology comprising must be chosen in a sensible and considered way to result in a product that is both pleasing for the user to interact with and also represents good value for their money.
It is important to note that, while useful, these views and opinions are those of one member of the group at which we are aiming our product. Therefore this information can certainly be used to influence our design thinking and further research but should not be viewed as a concrete idea of what the finished product should necessarily be.
Commonly used materials within the brand...
Vespa have a number of elements to consider when producing their scooter models and also when deciding which materials to use to manufacture them from. Many factors must be satisfied in order to achieve the finished, high-quality Vespa scooter. These include: durability, cost, manufacturability, sustainability and crucially appearance.
Vespa manufacture video detailing materials and processes.

Steel presents itself as a good option to manufacture the chassis of the scooter from as it is fairly cheap to procure in stock forms (sheets) and can be purchased in huge quantities reliably. The steel can then be moulded into the required form before being assembled (see video). Steel is also fairly strong and durable, making it a good choice for the main body element of the scooter to keep the rider as safe and comfortable as possible. Once prepared correctly, steel can also be painted very quickly and cheaply using electron charged spray guns to achieve the widely recognised and loved bright, retro Vespa colours. The paint is then baked in an oven to allow it to cure, this protects the steel from rusting and thus adds significantly to the life and durability of the scooter itself.
From the original Vespa scooters, right the way through to today's modern models, leather has been used to manufacture the seat element of the product. The leather would first be produced by the tanner, before then being stitched over the padding element of the seat which would be produced using a dense foam material. This classic, vintage look that the leather gives the finished scooter really speaks of the character of the Vespa brand itself, weaving craftsmanship and passion into an otherwise soulless manufacturing process. Once treated and protected, the stitched leather gives the scooter its iconic look and also presents an extremely hard-wearing and comfortable seating experience for the user, presenting both value for money and a pleasant riding experience.
Chromed Steel/Plastic
As both an aesthetic and protective choice, the chromed elements of a Vespa scooter are arguably the most iconic to the observer. Although the headlamp and trim elements of the Vespa used to be produced out of metal, today's trim and light components are produced using tough, impact resistant plastics such as ABS or GRP. Potentially more relevant to when the components were produced using steel, hard chrome or nickel coating provides the component with abrasion and corrosion resistance, as well as an extremely attractive surface aesthetic. Chroming is still used for the modern scooters to maintain their vintage look, but the materials used to manufacture today's Vespa trim elements can stand up to the elements more readily themselves, making the chrome a more aesthetic rather than functional selection. Chroming is however very expensive due to the nature of the process (using an anode to electrocoat the component) so this may potentially be why only a small proportion of the scooter is finished in this way.
How are the users going to carry the product with them?
How will the product be powered to produce enough heat to cook with?
How will the food be stored within the product before and during use?
How will the fuel source be procured by the user?
How will the product be cleaned and maintained after use?
How will the product be stored after use in a safe way?
Task Related Goals
Potential cleaning methods
after use...
Design without sharp corners
Integrated Wipes
Non-Stick - Teflon
In order to clean the product promptly after use to avoid sticking, we could potentially include a 'wet-wipe' style sachet of cleaning wipes either within the product or the product packaging. This would allow the user to clean the product as soon as they are finished with it to avoid unecessary mess from the product then going back into a bag or rucksack etc.
If the product is to utilise boiling water to heat the food (e.g. for pasta), this water could be used to clean the product itself after use. Some ability to stir or shake the container following use whilst still containing the water could be considered to ensure the product is sufficiently clean to then store to recommence the hike.
Alternative Tasks/Users
If we integrate the non-stick material Teflon into the product it would minimise the effort required to clean the product after each use. The product could simply be rinsed with water which would remove even thick sauces or other ingredients. This would reduce the effort required by the user following the meal as they would not want to be wasting time cleaning the product when they could be enjoying their surroundings.
One of the simplest methods of ensuring the product can be cleaned as efficiently as possible after use is to design the product so that there are no sharp recesses or hollows that would prevent the user accessing the area to clean easily. Designing a product with smooth corners and rounded recesses would allow it to be cleaned as easily as possible.
Moulded Plastic (ABS/GRP)
To produce the trim and non-functioning elements of the scooter body Vespa utilise polymers due to their ready availability, cost effectiveness and useful chemical properties. Polymers such as ABS can be moulded easily into the required forms using processes such as injection moulding due to their status as a thermopolymer, and also have a high level of impact resistance and can be finished to a very high surface quality. This makes it a near perfect material from which to produce the body elements of the scooter. ABS is also signficantly lighter and cheaper than steel, making it a more economical and functional choice than metals such as steel. These plastic elements can then be sprayed to have the bright, attractive colours that have made Vespa so popular.
Vespa: a Cult Brand
What must they be able to achieve?
Must be able to cook hot, tasty, nutritious meals on location.
They need to have an experiential meal that can be shared. It could also be treated as a reward, for instance when the user reaches the top of a mountain etc.

What is the task ?
Cooking food on location
Location is travelling, e.g walking
Creating an enjoyable experience for the users
Producing good quality food that fills the users up.
What do they want to experience?
Unique moments with eachother, travelling around the world and enjoying different cultures

Alternative User Possibility - Elderly
Why do they need to cook outdoors?
They need to cook outdoors in order to prolong their experiences at tourist attractions/ landmarks, so that they don't have to rush back home/ back to a restaurant to eat, also so that they don't have to compromise the quality of food they're eating.

What types of meals will a couple travelling Europe want to eat?
Quality food that relates to each different country. Needs to provide the users with a lot of energy to continue travels, as it is going to be their main meal of the day.

What quantity of food will they need for one meal?
We are aiming to cook roughly 100g of pasta and pasta sauce with the product per meal for each person, as this is the average portion size.

How much time would a travelling couple have to cook?
Not much time; roughly 20 minutes to cook, as they will not want to waste time cooking when they could be sight seeing. They also don't want the product to take long to assemble or clean. Whole usage time under 30 minutes

How long does it take to get to the destination?
Each destination will take a different amount of time to get to, but roughly a morning, where they set off at 8am and arrive at lunch time roughly 12pm.

Where will it need to be stored/ carried?
It will need to be taken in a rucksack or attached to one, so it will need to be lightweight and portable
Why do they embody Vespa?
Why would use our product and not eat at a restaurant?
Why go travelling?
Why are they choosing to go travelling now?
Why do they want food?
Young (teens/students)
Free of worry and rsponsibility (teens/students)
Stylish and technology aware
Follow trends, set trends
Has a passion for heritage and vintage
Have a thriving social life/Want to rekindle a social life
Grew up with the brand (elderly couple/young couple)
To replenish calorie loss during the day
Break-related treat
See the world
Life-long dream (elderly couple/young couple/young individual)
Want to see the world
Have never done it before
Want a break (from work/home/school/studies)
Out of their comfort zone
Have done it before - it's a regular hobby
On Saturday 1st Novemeber we organised to go to a Nottingham Vespa dealership. When we turned up there were Vespa's lined up outside and inside the shop. The advertising inside the shop had a vintage theme, with vintage bikes even on show. There were also a number of Vespa accessories for sale from bike helmets to clocks in the style of Vespa. As well as Vespa there were also a number of different Piaggo bikes for sale. Whilst in there we managed to talk to customers and staff of the dealership. There was a couple in there who were restoring an old bike and a couple who were thinking of upgrading there bike so that it was suitable for them to travel with. We were also lucky enough to interview the son of the owner of the shop, the shop had been started by and owned by his father for 30 years. Whilst we were there we managed to get hold of a number of booklets and brochures, as well as a number for somebody who is part of a vespa group that regularly meet up.
Just left Sixth Form/College studies - having a gap year before University
Having a break/year out from Unviersity studies
Taking a sabbatical
Career change - taking advantage of the situation
Retirement trip
Why do they need/want our product?
They want food on-the-go
They don't want to pay expensive prices all day every day on their travels
They want a healthy calorie replenshing meal
They want a snack
They get hungry often during the day
Can have the meal or snack just about anywhere
Restaurants can involve long waits for food
Sometimes restaurants are out of the way
General Constraints and Considerations
Chosen Environment:
Wet - would need to be water tight
Utilise/purify sea water and use it within the product?
Be able to float
Water sports - kayaking, canoeing, swimmers
Dry food wanted because of wet environment?
Wet - would need to be water tight
Utilise/purify ice/water and use it within the product?
Impact resistant if dropped on snow/ice
Snow sports - snowboarding, skiing, mountaineering, climbing
Warm food - wholesome, comfort food
Cold climate = twice as difficult to heat food?
Wet and Dry - rain and sun - water tight
Utilise water from streams, purification
Includes cities and surburban areas
Field sports - football, tennis, motorcross
Fire in a dry wood could be disastorous
Rainforests, forests, fields, urban/suburbia
Horse back riding
Utilise dead shrubbery for fires?
Impact resistant: rock, concrete, field soil
Damp - may also come into contact with water, water tight
Kepp food away from sand (which gets on EVERYTHING) - optimise cleaning methods for the product... no sandy food!
Impact resistant if dropped
Sand sports - beach volleyball, sandboarding, dune surfing
Wet food wanted because of dry environment? - Thirst due to climate
We wanted to challenge ourselves based on the diversity of the 'field' environment when travelling e.g. fields, forests, mountains, urban and suburban areas too.
Vespa 2014 Advert... user focused
First Hand Experience
Group member: Ella Pepper
Age: 20
After finishing my A-levels in 2012 at the age of 18 I decided that I did not want to go straight back into education and decided that I wanted to take a year off and go travelling around the world. I first of all had to get a full time job in order to be able to afford the trip. I decided how long I wanted to go travelling for and so needed to make sure that I would make enough money between the time I started work to when I set off for my trip.
Me and my friends were not entirely sure on what countries we wanted to go to and for how long we spent in them and so decided to get some extra help from a travel company whose target market are mainly students. These companies can offer a range of options for your travels and often give discounts, as well as a range of advice. Through this company we booked all our international flights (which was cheaper as we purchased an around the world ticket), and some activities for the trip. We decided to travel to the following countries; India, Thailand, Vietnam, Singapore, Australia and New Zealand.
Travelling - We used a number of different forms of transport to travel around the different countries we visited including; taxi, moped, tuc tuc, train, boat, bus and plane. All of which we had to fit ourselves and our big travelling ruck sacks. When designing our product we need to take into consideration that we will need to carry the product from country to country and need to make sure it will fit into small places. The backpacks that we used were around 70 L and had a number of compartments that could fit different things in. Also on the outside the backpack were straps where we could hang thing from. These straps on the outside could be something the food cooker could hang from.
Food - When we were travelling through the different countries we were conscious that we had a budget to stick to. In SE Asia and India we ate out for every meal due to food being extremely cheap, tasty and in large portions. We often ate at street food stools and at cheap authentic restaurants. The meals would be based around rice, with a side of a meat like chicken, beef or pork, vegetables and a flavoursome sauce. This filled us up and often meant that we only had to have 2 meals a day. When choosing what food we choose to cook we need to consider how much energy our user gets from the meal. When we moved over to Australia and New Zealand eating out became very expensive and so we invested in a cool bag and strong food bag. At each stop along the country we would go to a supermarket and do a food shop and then keep our food in cupboards and fridges in the hostels that we were staying at. This meant that we could cook a filling meal at a much cheaper price. We cooked things like noodles, pasta, mash potato along with meats and vegitables.
Activities - Along the trip we took part in a number of activities, some being quite strenuous. If we were ever going out for the day we would always leave our large rucksacks in our hostel or hotel and take out a smaller rucksack. In this bag we would put drinks, snacks and any extra clothes needed. For our chosen scenario we would have to fit our food cooker in one of these small rucksacks when the user goes out for the day so we will need to consider the size of the cooker.
This is the route which our persona is going to take . . .
Climate along the route...
Vintage Advertising
Primary Research

There are a growing number of companies, both nationally and worldwide, who are introducing schemes where employees can take a sabbatical from work. Our persona Jamie, is at a stable and content place in his career and personal life, and has therefore chosen to take a sabbatical. He became employed straight from University and therefore has never had the chance to travel. This is a dream of Jamie’s, and his long-time partner Sophie: who is taking time out of work in between moving to a new school. The couple have decided to use this time out of work on sabbatical, to travel around Europe. They have roughly 10 years’ worth of savings in the bank and this is going to help fund their trip as in both cases they are doing it voluntarily (it is not funded by their place of employment). However, on their trip they don’t want to completely deplete their savings; they wanted a device that would provide them with hot food on-the-go so that they knew they could always eat without worrying about the prices of restaurants and eateries throughout their travels, keeping their savings spare for travel and excursion expenses.
Our team of designers will do in depth research and development into their lives and travel plans to come up with a solution of how we can enrich their experience with the use of our travel friendly hot food on-the-go device.
Steps for taking a sabbatical
How would a sabbatical enhance your life?
European Foods
fruits, granins, vegetables
veal, chicken, goose, duck, mutton and pork

pork, veal, beaf
smoked or pickled meat
breads, sausages, meats, vegitables, cheeses

pastries, sweets and yogurts
fresh fruits, vegitables, fish, cheese
olives and soups

peas, beans and wheat
biscuits, pancakes, muffins

pasta, lasagna, ravioli, pizza
spicy- red pepper, black pepper
cheese - romano, parmesan, mozeralla, ricota

rich and full in flavour
spices - piri piri, cinnamon, saffron, vanilla

soft bread, cottage cheese, cheese, tomatoes

spicey dishes
sauces and seasoning
garlic, cinnamon, mint, dill, parsley
vegitables, wheat rice

Thank you for watching!
By Gabi Mitchem-Evans, Ella Pepper, Lewis Williams, Milly White & Chris Austin
Experts and the Food & Drink Federation developed GDAs for calories and seven other main nutrients - protein, carbohydrate, sugars, fat, saturates (saturated fat), fibre and salt. The table below lists the different GDAs. (gdalabel.org.uk)

According to this table, Sophie needs 2,000 kcal daily to sustain her healthy weight based on 'average' activity.
According to this table, Jamie needs 2,500 kcal daily (500 more than Sophie) to sustain his healthy weight based on 'average' activity.
Jamie plays rugby from time to time therefore he may need more calories on those days to fulfill the spike in activity and therefore calorie loss.
livestrong.com suggests:
Jamie (6ft 1", 33 years old, 165lbs, medium frame) should have 2,182 calories to maintain his weight.
Sophie (5ft 6", 30 years old, 126lbs, light frame) should have 1,646 calories to maintain her weight.
Calorie intake = 2,182 - 2,500 calories per day

Calorie intake = 1,646 - 2,000 calories per day

Due to the nature of their trip, constantly walking/climbing/moving in general, they will use up more calories than they would usually do on the average day... Therefore we can assume that the lower end of their suggested calorie intake (2,182/1,646) can be topped up to the GDA suggested calorie intake (2,500/2,000) to account for the additonal calorie usage on their travels.
We can take from this that for:

The food we choose will therefore be high in calories as the meal will be their largest of the day and they will need to replenish the calorie deficit they have experienced during their daily travelling activities.
Carbohydrates such as pasta and rice will release energy slowly after eating which is needed to sustain their activities, instead of sugary foods which would give a spike of energy (more suited to athletes before a race and so on).
Natural fats e.g. nuts and oils will help boost the calorie content of the meal.
...is a numerical Index that ranks carbohydrates based on their rate of glycemic response (i.e. their conversion to glucose within the human body). Glycemic Index uses a scale of 0 to 100, with higher values given to foods that cause the most rapid rise in blood sugar. Pure glucose serves as a reference point, and is given a Glycemic Index (GI) of 100.
The Glycemic Index
Based on the previous calorie research it would be ideal to choose foods which have a high calorie content but low GI - replenishing loss of calories from daily activities and releasing energy slowly after eating.
Examples are:
When considering the style of our food cooker we need to think about where it will be stored when not in use. Due to the location and activity we have chosen being travelling the cooker will have to be kept on person when travelling in and between coutries. When travelling people often choose to take a backpack rather than a suitcase. This is so that they can fit as much as possible in and so that it can be easily travelled around. There are a number of styles of rucksacks available on the market, all in different sizes with different compartments, zips, straps and styles. There are a number of possibilities where the heater can be stored. While out on day trips, e.g walking, the walker will not want to carry their big rucksack and so will need a smaller bag to carry the heater. It is extremely important that when you choose your rucksack it fits comfortably so that it does not strain your back when carrying it. Here are just a few rucksacks that are popular with travellers:
Hi Gear 75 L, £45.00 - polyester with PU coating. Tear, abrasion and water resistant. Adjustable back, strap and hip belt with lumbar support. Compression straps to slim bag down. 2 section bag divided betwen top and bottom compartment. Several straps on outside of bag.
Deuter womens 65 L, £87.00 - Contoured for the female form. Duel access main compartment. Bag can be expanded with EXP zip. Seperate bottom compartment. 3 grab handles.
Cargo 90 holdall, £35.00 - Main purpose of bag is to hold as much as possible. Padded straps to improve comfort when carrying it. Reinforced base. Inner mesh pocket to organise.
Berghaus Mule 100, £88.00 - Tough arduraripstop fabric. Easy grip straps as well as wheeled base to make it move heavy loads.
Osprey 33 L, £76.00 - This is an example of a smaller day bag that our user may take out. Airscape back panel which allows air to circulate around back. Stow on the go walking pole loops to allow to easily attach poles. Large stretch pocket to keep to keep wet clothing seperate. Compression straps.

Spaghetti (and other pasta's, particularly whole wheat), Vegetables, Peanuts (and other nuts) & Brown rice are all good examples of foods with GI's of 50(ish) or lower; releasing glucose into the blood at a steady rate. Nuts, pasta and rice all also have high calorie content and carb content therefore will support the replenishment of calorie loss through the day.
We have therefore decided to do a meal with a pasta base with the possibility of including nuts and natural oils (although this may cause a problem if the product were to go to mass production - there would need to be non-nut meals for those with allergies).

Our protein source will come from Chicken or Turkey and a vegetarian option of a Soya meat alternative.
Other things to consider:
is used within weight lifting and bodybulding as a way support the build up and repair of muscles after a workout, therefore we will need a protein source within the meal also.

Eggs, Yoghurt, Milk, Soya, Pork, Pistachio nuts, Chicken & Turkey and Fish & Seafood...

This is because they promote essential recovery, support electrolyte loss during exercise (which our persona's may experience at intervals in their days) and often have a lot of healthy omega-3 fatty acids within them not only does your body need these fatty acids to function, but also they deliver some big health benefits such as; lower blood fat levels, improve lung function and improve the effectiveness of anti-depressants.
Types of protein:
Whey protein is digested quickly so is a good option just before and after exercise. Casein, the primary protein in milk, releases its amino acids slowly, so is particularly useful in the morning, between meals and at bedtime.
Casein is what we will want most of for our persona - releasing the amino acids slowly.
According to BBCgoodfood.co.uk, the best sources from protein are:
chicken, beef, pork
pastries, sweets, jams, cakes
Popular meal- Weiner schnitzel

Spices - saffron, black pepper, ginger, cinnamon

smoked salmon - dill, egg and sauces
smoked herring, sardines, cod and mackrel

Tarts, cakes, pastries, pies and puddings
healthy and filling meals

dairy cattle and beef
seafood ingredients
fresh vegetables/fruit
mushrooms, meat, potatoes, dairy products

Meat, pies and fish
beans, lentils and green beans
potatoes, almonds, onions, tomatoes, eggs, peppers
Super foods are a trend in themselves, yet there is no official definition of a superfood and the EU has banned the use of the word on packaging unless it's supported by scientific evidence.

But that hasn't stopped many food brands from funding academics to research the health benefits of their product.

The superfood trend exploits the fact that healthy lifestyle choices, including diet, can reduce our risk of chronic diseases like heart disease, stroke and cancer.
Top 10 So-called 'Super Foods':
1. Blueberries
2. Sardines
3. Spinach
4. Pistachio nuts
5. Dark Chocolate
6. Red Bell peppers
7. Beans
8. Egg Whites
9. Oats
10. Pumpkin
The Two Halves of Vespa Users
Chic & Stylish Professionals
Mods, Rockers & Who They Are Today
(This part of the research is in hindsight, however we feel it fitted best as a part of the Brand section)
At our visit to both the Vespa Dealership & Scooter meeting we realised that there are two main users of Vespa's, not one as we had originally thought....
An in depth prediction into food trends for 2015 but also the social side of food, and with that, food shopping!
Our product will not be affected by most of these trends in terms of the shopping and social side, but the food content may... for example, the possibility of having a smoked part to the meal packs that come with our product, or making our product into a graze box style e.g. different compartments for continuous grazing throughout the day.
When starting off our research for Vespa we painted this picture in our heads of a very cool, stylish, slick brand. We thought that Vespa owners were these young professionals who wore clean cut clothes and socialized with other young professionals in chique, high end places. These pictures were painted by the online advertising and marketing that Vespa has done. Most of the posters from when the Vespa was first produced to current years have all shown young couples/ people having a great time visiting different locations on their mopeds. This belief is also backed up by websites such as 'do you vespa'. Even when going to the dealership we saw a range of spotless bikes painted in these pastel colours. There are obviously still a huge number of people exactly like this who have Vespa's but when speaking to the Vespa dealership and Vespa clubs our views were split. However, our persona that we go onto choose and focus on fits into this stylish catergory.
When visiting the vespa dealership our original perseption of the Vespa brand and people who support the brand changed dramatically. As we went further into the brand we realised that people are not just buying the bike and how they look on the bike but they are buying into the brand and lifestyle that comes with it. We found that people that we met up with in the pub were more working class, loud, no care given, opinionated people who were extremely passionate about the brand and everything that comes with it. Throughout the year they will do up, look after and love their bikes, many of which had personally customised there bike, with not a scratch or dirty mark in sight. The people that we met up with followed a slightly mod style fashion sense, wearing boots, large jackets, tattoed bodies and many had either a skin head or the 'noal gallagher' hair style. There are several music/moped vestivals that go on during the summer which they go to and listen to indie bands, drink and appriciete each others bikes.
VW Beetle

Hugo Boss
Vintage heritage
Started as one car into an evolution of many models and forms
Same style posters and advertisements
Smooth and sleek forms
Curvature to the body panels
Shared materials: steel panels, leather interior
Once a necessity, now chic and iconic
Similar colours
Vintage heritage
Users tend to be rockers and 'hairy bikers'
Same style posters and advertisements e.g. pin up girls used in vintage media
Smooth and sleek forms to the body of the bike
Many mirrors associated with mod/rocker scene
Shared materials: steel panels, leather seats
'Social aspect - bike meets
High quality - trusted and loved for years
Vespa pictured within a Harley group of bikers
Modern brand - uses vintage style to influence designs
Range of products; e.g. perfume and aftershave, helmets, watches, clothing (suits)...
Many advertising campaigns involve either professionals or couples - social
Campaign involving Vespa - share the same ideals, work together, same/similar target audience
Smooth and sleek forms
Professional style
Shared materials: leather and both matte and shiny metals
Similar subtle colours
What do they want the product to do?
The product needs to be able to heat up food.
It needs to be easy to use
It needs to be able to tidy and clean away easily

What food do they want to eat?
They want food to relate to the country that they are travelling in.
It needs to be filling so they dont get to hungry.
It needs to be fairly cheap
It needs to be tasty and flavoursome

What are their piorities?
To eat an enjoyable, filling meal on location.
To create an experience to remeber.
What food is available to them?
Local foods and spices from supermarkets.
Food available in packages that is ready to be cooked in the cooker
Water if needed
What will make the product related to Vespa?
The product will have alot of qualities of the bikes
Materials used like leather and chrome
It will follow the brand values
Could include an app which shows the location of where they are eating like 'do you vespa'
What locations are most popular to travel to?
Interail route
SE Asia
Australia + New Zealand
What do they have to cook with?
Little facilities will be available to cook with.
Have to carry everything so cant be that heavy.
Plates and cuttlery included in design.
Solar panels will be lighter to carry.
Experience Goals
The product needs to make the user feel fullfilled with their food- fuelling and perhaps sometimes a reward for reaching a goal/ location.
Needs to enhance their experience- nice food making the sight seeing more pleasurable
The food needs to be culturally relevant to the country they're in- the product would be connected to a food brand that provides sauce/ protein and flavouring sachets with culturally relevant flavourings.
Needs to reflect Vespa's brand values of being recognised as stylish internationally, aswell as allowing freedom and youthfullness
The product needs to be stylish, with Vespa-looking features- use of leather and plastic that looks similar to the steel used on Vespa bikes.
Needs to make cooking easier- ensure water won't spill out when on unever terrain, ensure it cooks food thoroughly and to an appropriate temperature, ensure it doesn't get too hot to touch or hold, ensure it's easy to clean and pack away. Ensure it is intuitive to use, so that it is clear how much water/ food to use.
How can the product make the travelling experience better?
By the products handle
On their vespa
On their belt
On their belt
Store bought
Burn wood/shrubbery
Provided with the product e.g. canisters
Sun/solar power
Burning of wood/fuel
Power from the Vespa scooter
Water power
Kinetic energy
Packets/servings seperate to the product
Within internal compartments to the product
Additonal container provided by user
As part of the product e.g. retractable plate etc.
Detachable bowls/plates
Straight out of the container
Backpack (always on/with the user)
Safe/room within hostel/hotel
In the tent with the user
Accessible water and soap
Wipes/cleaning instruments provided with product, or bought seperate by user
Self cleaning e.g. mechanism which washes or sprays water throughout
Brand Ambassadors/Users
Imran Khan - Bollywood Star - BRAND AMBASSADOR
Midland Scooter Centre, Pasture Road, Stapleford, Nottingham NG9 8GG
Primary Research
1. Kelly Ripa
2. Michael Schumacher
3. Liev Schrieber & Noami Watts
4. Charlton Heston
5. James Gandolfini
6. J-Lo
7. Mario Batali
8. Hayden Pantiere & Raquel Welch
9. Hugh Jackman
10. Pete Townshend
Backpacking around the world has become extremely popular in recent years, with many deciding to take a year out of their life at certain points to experience different countries and lifestyles. A gap year may involve working for a certain period of time to earn spending money and then travelling around a number of countries for the other months of the year. Other people may choose to just go travelling for 2-4 weeks to enjoy a certain country. People will take this time out to go backpacking for the following reasons:
to meet people from all around the world
it gives you the opportunity to experince the culture and see alot of the world on a budget
backpackers live day by day with no worries or cares
you get to experience an aray of exotic and foreign things
it is a chance to have an adventure
it is a an experience of a lifetime
Staying in hostels is extremely cheap and a great place to meet people
you cannot learn everything from a book, having first hand experience of a country is so much better
when returning from their travels backpackers tend to be more open minded due to the experiences of different cultures
there is alot of pressure on people to achieve highly so this time out gives you the opportunity to not worry about this
There are a number of countries which have become extremely popular when people choose what countries they are going to visit. These include:
India - colourful and chaotic country.
Australia - great barrierrief, outback and soulful cities
Peru - machu picchu, inca trail, fun hostels
Vietnam - dynamic country with stunning views, halong bay, ho chi minh city
Cambodia - angkor wat, outdoor markets, street food and nightlife
Thailand - island hopping, jungle trekking, food, cheap prices and night life
New Zealand - adventurous, beautiful scenery
South America - hiking, scenery, fun hostels
Europe - many countries with diverse and varying cultures and ways of life
Popular Countries to visit:
Do You?... 'Now', 'Fantasy', 'Different', 'Me', 'Heart'

All of these 'buzzwords' target what their users value and the lifestyle that comes hand in hand with the Vespa brand. The words used challenge the consumer - making them part of the brand. We will therefore decide upon a user who we feel embodies Vespa and these values.
Prezi image search
When Celebrities become Brand Ambassadors or are simply 'papped' with, or riding, a Vespa, it becomes quickly sought after by the general public who follow that particular celebrity.

As role models and icons themselves, celebrities instantaneously can make or break a brand; if a celebrity raves about a product it becomes a hit overnight, on the other hand, if a celebrity gives a bad review of a product it can cause a huge drop in the sales of the product (dependant on the status of the celeb).

Of course not all of the general public either pay attention to, or are influenced what celebrities have to say about brands and products - but due to todays society of 'pop culture' and media shoved in our faces 24/7, it's safe to say that celebrities can have a huge effect on the success of a brand.
With celebrity and 'pop culture' in mind, we aim to design a product that is desirable to our persona, target market, but also on a larger scale (without trying to exploit the effect of celeb status and it's effect on the public) e.g. 'Would Hugh Jackman use this product?' . . . because then 1000's more will!
More and more brands are becoming 'green', or atleast trying to persuade the public that they are environmentally aware of the effects of their products by; decreasing their carbon footprints, making more and more components recyclable or re-usable and changing their effects on the planet for the better.
Hand in hand with this is the change in consumerism - doing something good for someone/something else makes us all feel better about ourselves... So when a consumer can buy a 'green' product, for example, despite it being a slightly more expensive option, they do: it gives them a positive feeling knowing they are contributing to something worthwhile. This pattern of consumer behaviour is becoming more and more popular.

So... not only for the environmental benefits, but also to gain interest from consumers (and give them that 'feel-good feeling') we aim to design a product that is environmentally friendly, abides by the WEEE directive and is as harmless to the planet as possible.
Why do they want/need our product?
The length of the trip is 6 months, therefore the temperature's that the product could face may vary by 10+ degrees e.g. depending when you visit France it could be 7.5, or 19.2 degrees C (on average). We will consider this within the design stage to make sure the product is not affected by this and is suited to each climate/environment it will encounter.
Being at the dealership really changed our view of Vespa as a brand. It is not just a scvooter that people are investing in, it is the brand itself, it is a way of life for these people.
For some it's a hobby, some do not even ride the scooters - they treat them as works of art, some race them, some collect them... there's a huge mixture. What is in common between all of these people is the brand at the heart of it all.
Vespa to it's users is a brand which embodies their lives and values and something which ople pride themselves to own.

We hope to evoke the same response in our users.
Us with the group...
(20 minute interview)
Super Foods
Life Goals
What are Jamie's life goals?
Ultimately, he would like to be healthy and happy and live a relatively care-free life
He would like to visit every continent to explore the world and learn new things
Would like to marry his partner Sophie in the next few years and have a child
Become financially stable, where he can comfortably support his family
He also aspires to own a range of products that are aspirational and of high quality
Attitudes/ behaviours
The Task
Our product will allow the users to cook a hot, nutritious meal on location that is culturally relevant to each country they visit.

They could carry the product in their rucksack and will take it out just before they want to eat.
They could then collect any water that is available- from a bottle of water or a local river etc.
They could then pour the water into the inside of the product and put the bag of food into the water
They could then leave the food to cook for roughly 8 minutes until the food is cooked thoroughly.
They could then use the spoon within the product to remove the food from the bag
The bowls could be fixed within the product and so they would be taken out so that the user can place the food into them
Using the cutlery that is within the product, they could then eat the pasta/ rice dish whilst experiencing their surroundings
They could clean the product using water and then pack away and continue their travels
Technological Trends
Food Taxation within the EU
Name: Brian
Age: 73
Occupation: Retired teacher
The product would allow the user of being elderly to be able to produce hot food in a simple and cheap way. Although the product could be designed to be used on location (outside or on the move) there is the possbility of consumers using this in a static environment. If the product is simple, effective and quick it would be attractive to the elderly as dexerity and visiblity could be slighty impaired, making cooking and preperation easier - where it would have been challenging before
This product could also fulfill the breif with this user of 'being on the move' as it could be used on day trips, coach trips or weekends away
A small percentage of users like to eat foods they are comfortable with - easy to eat - tend to find this trend with the elderly as they want little hassle or effort
- Products and visuals (physical) from the brand
This is video footage that we took on a GoPro, of our trip to the Vespa dealership in Nottingham enjoy!
What are the users attitudes towards cooking and cooking outdoors?
Have they ever cooked outdoors before?
Have they been camping? Do they like it?
What experience do they have with camping cooking equipment?
What is the users attitude towards Vespa?
Do they own any camping equipment or portable food cooking products? How often do they get used?
Why do they/ do they not get used?
Do they like travelling?
Do they take pride in cooking?
Do they take control in cooking?
How often do they cook?
How often do they cook outdoors?
Do they like to spend time cooking/ get it done quickly?
Do they like to travel?
Do they like to show off their high-end branded products?
Wearable Technology is becoming more popular this is because it connects the user and alerts them quicker - keeps them better connected with the information that they want to know. Examples of this include smart watches and wristbands or clothing giving sensory feedback visually and through touch.
Overall consumer spending is on the rise - more disposable income spend on new technologies - the technological movemement forward has meant that products are cheaper to buy
Multiple Screen Consumer Behavior: - Research has shown that there are multiple ways that users behave when using technology and products, below are examples of the two major catagories
Sequential usage - See something on a smartphone or table - then continue to research more in depth on a computer etc.
Simultaneous - Multiple devices being used at the same time by the user - laptop, phone, television etc. - This is becoming more popular overtime with a higher percentage of the population having tehcnology such as tablets and smartphones (these are found throughout the different age ranges) - Simultaneous usage is seen to be mainly done by 'the youth' but in reality is carried out by the majority of people

We aim to design a product which enforces a positive attitude towards cooking and the whole experience of using our product. We also want them to enjoy the travelling experience as a whole, using our product to enhance it from the beginning to end.
We want our user to be proud of our product and take care of it because they appreciate the benefits of it's use for their experience.
We wanted to explore alternative Users and Tasks to try to encapsulate a more varied idea of the other Vespa consumers.

This could add new aspects to the design that we may not have thought have when solely focusing on our chosen scenario and persona.
Our Vespa Experience
People share foods in a number of ways and for a number of reasons. It's increasingly popular in today's society and culture to eat in a more socially active and engaging way, sharing foods more in both private and public settings. This could potentially be due to the increasing influence of cultures and their cuisines for which sharing is far more common and in some senses compulsory. For example the majority of Asian cuisines are intended to be more interactive, sharing experiences, and the act of eating itself is far more social than in Western societies.
In Western culture, food tends to be shared when engaging in special or traditional meals such as Sunday Dinner, Christmas Dinner etc. In these situations food is shared between loved ones in intimate surroundings from larger serving dishes or pots. This facilitates a high level of conversation and interaction between participants and adds to the overall experience of the meal itself. This is also prominent in dates and romantic situations where food is shared both as an ice breaker and to allow for a more fun, intimate eating experience. This is where our product will be most likely positioned so the sharing element of the food is of great importance to the success of our product overall with the target market. The product needs to be as interactive ad engaging as possible, with food shared between the couple to create the most memorable, special experience possible.
Insights leading to a more shareable experience:
A product that splits in two to allow for both users to engage with the product and share the contents of the main cooking element.
Included items such as plates, cutlery, trays etc. to allow for the most memorable, luxury eating experience involving the couple
Separate container elements within the main heating product that, once cooked, provide the basis of the meal being eaten and shared between the couple.
A number of controls/heating sections that allow the users to share the action of making the meal so as to both enjoy the finished outcome more as it was a combined effort.
Alternative User possiblity -
festival goer
Name - Katie
Age - 18
Occupation - Student
Characteristics - Fun loving, easy going 18 year
old who has just finished her A - levels. She is in the summer before she starts uni and is spending her time going to different music festivals.
Interests - She loves going out with her friends and scoialising, as well as going to see different bands and enjoying the festival spirit.
Task goals- She wasnts to be able to cook food at her camp site and at a cheap price as many of the food vans at festivals ca be expensive. It needs to be easy to use and not too heavy to carry in her bagfor when she is walking to and from her camp site.
Experience goals- She wants to make the cooking of her food an enjoyable experience. She also wants to have a filling meal, which will set her up for the day.



Our couple are going to spend their days whilst travelling visiting different places and enjoying the culture of each of the countries. There will be days where they go out for the majority of the day and will need to take the outdoor cooking device with them. If they are taking the cooker with them they will need to take into consideration what food they would like to cook and what else they will take with them. The cooking of the meal will become part of the experience of the whole day so it has to be enjoyable.
Interrailing has become an extremely popular thing for people to do, especially for students to do during their summer months between school or university. With the use of the interrail ticket travelling has been made much easier. Staying in hostels and travelling the same route as other travellers means that it is a great was to meet different people. Most people that choose to go interrailing will choose to take a large rucksack. This means that if we were designing for somebody who was going interrailing we would have to consider the weight and shape of the product to fit the bags.
Backpacking around the world has become extremely popular due to it becoming easier to plan with the help of travel agents and online help, as well as many coutries being safer to travel in. There are several options on ways to travel around. People travelling are constantly on the move so when designing the product we will need to take into consideration ease of transport. Travellers also have to travel around with as much stuff as possible for as little weight as possible.
The visit enabled us to see a different side of the brand. We had originally thought that the consumer market for Vespa was full of young professionals, however the people we met up with are almost the polar opposites. They are equally enthusiastic about the brand but share different values and ideals to the 'young professionals' of the Vespa consumers. We want to be able to incorporate some of their ideals and values, as well as those from the other half of Vespa users into our design; this could be explored through ruggedness, Mod history and tattoo culture.
They gave us a key insight into travelling with a Vespa scooter - for example, they went to music festivals and rallies with their scooters carrying all of their luggage. This also included the food side to their travels: there is always an unhealthy option available (e.g. your typical burger van) but some expressed the want for a healthier alternative.

Where will the product be placed when used?
What kind of conditions will the product have to withstand?
Where will the product mainly be used in general?
Where will the product be stored when not in use?
How may the product impact it's surroundings?
Snow - will impact insulation and heating methods
Wind - stability issues (centre of mass and base width etc.)
Rain - product will need to be waterproof and the heating element protected from the moisture.
Sunlight product will need to be poected from UV rays and direct sunlight (finishes and material choice etc.)
Outdoors so durability, insulation and other such factors will be a big influence on the design of the product to allow it to cope with the functional demands of an outdoor scenario.
The product is to be used mainly in Europe which consists of countries with similar climates and weather systems. Thus a product designed to withstand a rainstorm in the UK would also be able to withstand a storm in Belgium. Different seasonal weather such as snow may also be present in EU countries however so this should be considered carefully in the design of the product.
Ground - would require the product to have a large enough base and low enough centre of gravity to make it as stable as possible during use, especially when the safety of the heating element is concerned. The product may also require adjustable legs or a similar solution to compensate for an uneven operating surface.
Stable surface (e.g. table) - Legs for stabilisation would not be required as much if the product could be placed onto a table or similar surface by the user. The centre of gravity of the product would still need to be low enough for stable use however.
Backpack - the product would need to be compact and light enough to fit into a rucksack or bag before and after use so the product is as portable as possible. This would be influenced by the oerall size of the product itself and also the materials chosen to manufacture the product out of. The product would also need to be well insulated to prevent damage/burning to other items in the bag with it after it has been used. Both form and material choice can also impact this.
Travel case or pouch - whilst also being a nice aesthetic feature, a case or pouch may also add to the shareability of the food once cooked using the case as a functional plate or serving tool.
The products use or presence in general may have an adverse affect on environmental factors such as wildlife or plant materials. The product should b designed to reduce this impact as much as possible, allowing the product to function in a clean, sustainable fashion.
When would the user want to use the product?
When could the product be used?
When at tourist attractions- expensive food
Weekends away
At festival
When would the product need to be cleaned?
Breakfast/ lunch/ dinner
When is the user travelling?
After meals
Before meals
On arrival at country
On arrival at attraction/ landmark
Mid-day for break
Consent Forms
John Draper & Victor Brooks - Consent from the Interviews at the Scooter Club meet.
Attitudes & Behaviours
Jamie doesn't often cook outdoors, however sometimes he will host a BBQ at his house for family and friends in summer, where he will use their outdoor BBQ, cooking sausages and burgers.
He likes the experience of being able to cook whilst his family and friends are nearby, it is a sociable atmosphere and allows him to speak and engage with them whilst cooking. It also allows other people to get involved e.g. buttering the buns for burgers/ hot dogs or preparing other types of food.
He also enjoys eating outdoors when it is warm, however, when it is cold he would prefer to eat inside unless he is dressed accordingly for the weather.
Jamie and Sophie have previously been on a couple of camping trips and enjoy immersing themselves in the outdoors. They are both quite relaxed people and like taking in their surroundings.
They use disposable BBQ's when they go camping and have also purchased a gas stove, as it can be used multiple times which is more desirable. The items are purely functional and do not add to their experience, other than providing hot food. The gas stove gets used only when they go camping which is roughly once a year- it is quite tiresome to use and does not clean easily.
Camping is fun for them, however, putting up a tent is not, this is why they would not take a tent on their sabbatical travelling trip- it would be too heavy to carry between the countries and would also be an annoyance to put up and take down at every location. It also does not provide the best sleeping environment.
They are interested in tech-savvy products and purchased a few items that would help simplify their camping trip, and so would be looking for a portable food cooker too.
Jamie does not currently own a Vespa but is aware of the brand and owns items from quite similar aspirational brands such as Hugo Boss and Tag Heuer, so would probably like Vespa products too.

Although Jamie is not the best at cooking, he does enjoy it and often cooks for him and his partner Sophie. He takes pride in the dishes he makes and will spend a few hours preparing nice meals.
Jamie and Sophie take equal control with cooking, sometimes one of them will cook and sometimes they will help each other prepare the meals.
They prepare packed lunches for their lunch time meal in work, as it is cheaper than buying food everyday. However, they cook dinner roughly 5 times a week and order a takeout most Saturday nights- either Chinese or Indian.
They cook outdoors when the weather is nice enough to host a BBQ, however, would not cook outdoors voluntarily for an average meal, as it is more effort and is cold outside.
Jamie will often spend hours preparing a meal, as he likes it to be of good quality, whereas Sophie prefers to do it quickly and sees it more as an everyday task than an enjoyable one.
When going hiking they will often hold hands, take pictures of the views and stop for breaks to enjoy the atmosphere and have a rest. When camping, they explore their locations, going to beaches, countryside etc
They will often get out their high-end camera at these locations; they are proud of it, as it is a high quality product that takes extremely good pictures.
Break from job
When would the trip be planned?
A year in advance
Spontaneously- a week before
When younger- childhood dream to travel
When would you have the best eating experience?
Tasty food
Comfortable surroundings
Nice view
Good service
Clean surroundings/ table ware
Tasty food
No waiting around
Quick food

From this it is evident that consumer buying trends have changed in comparison to ten years ago. A materialistic society and improvement in technologies and manufacturing techniques has meant that products are more/easily available to a larger marker. This means people are spending more time to consider the options within the market place - looking at the stronger 'players'. Features that are stronger than competitors are more likely to win consumers over to form an attachment or appreciation.
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