Smoothie Wave
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Parsons School of Design
(MS Strategic Design & Management) -
UX Designer
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User Research, Design & Business Strategy, Wireframing, Prototyping
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Food & Beverage
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March - May 2023
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Figma
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Irmak Senyurt, Sanya Parmani & Sejal Amrutkar
We all have been taught that BREAKFAST is the most important meal.
“Breakfast like a king; lunch like a prince; dinner like a pauper.”
“Breakfast like a king; lunch like a prince; dinner like a pauper.”
The Problem
60%
Young Adults (18-34) Frequently Skip Breakfast
resulting in reduced cognitive performance, lower energy levels, and weakened immune systems
63%
Insufficient Fruit & Vegetable Consumption
risk of cardiovascular disease, several forms of cancer, and type 2 diabetes
Survey Insights
We conducted a survey with 30 participants with the objective of understanding their weekly meal habits, especially breakfast.
We were right about…
breakfast being the most skipped meal with...
50%
skipping breakfast at least thrice a week
We were surprised about…
not only time constraints being limiting but also...
52%
don't have the motivation or discipline to maintain new habits
We were wrong about…
young adults preferring affordability the most whereas...
70%
said that convenience is the most important factor
Proposed Solution
A subscription-based smoothie service that provides young adults with a healthy, affordable, & convenient breakfast solution with the intention to empower our customers to seize the day with a nourishing start.
Why Smoothies?
Smoothies are full of fiber, protein and other nutrients, providing a power packed start to the day.
At Warhill High School (WHS) in Williamsburg, Va., when fruit smoothies burst onto the breakfast scene, participation increased by 201%. Last semester, between 75 and 80 students would eat breakfast at school. This semester, on one recent day, 232 students ate breakfast, mostly smoothies.
Market Validation
Smoothie Market Growth
9.4%
CAGR projected to reach 9.4% by 2028
Health & Wellness Trend
54%
of consumers in the US consider healthfulness as an essential factor when purchasing food & beverages
Plant-Based and Vegan Market Growth
12%
CAGR projected to reach 12% by 2027
TAM
$5.28B
value of North American smoothie market
SAM
$710M
based on target population (18-34 year olds living in urban areas)
SOM
$36M
value of capturing 5% of the SAM in the first 3 years
Business Model
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Subscription
Customers pay a recurring fee for regular access to ready-to-consume smoothies
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Partnership
To provide hub locations for pickups that increase brand visibility, expand outreach and reduce distribution costs
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Green
Focus on sustainability by sourcing from food rescuers like Misfits Markets and Imperfect Foods
Setting Preferences
Users can set their dietary preferences and/or restrictions beforehand
STEP 1
Choosing Smoothies
Users can choose which smoothie they would like on which day
STEP 2
Choosing a Pickup Hub
Users can choose their preferred hub to pickup their smoothies from
STEP 2
Proposed Pickup Partners
Convenient Locations
Refrigeration Infrastructure
Pick-up Friendly
What’s in it for them?
Product advertisements as add-ons during checkout
Added customer footfall and commission per smoothie
Increased brand reputation through sustainable layer
Competitor Analysis
Pricing Strategy
Pricing Margin 40%
Selling Price From
$0.85
$2.99
Revenue Structure
$36M
SOM
Value of capturing 5% of the SAM in the first 3 years
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$6.5 Million
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$8.5 Million
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$11 Million
growth rate of 30%
Adaptation Strategy
Phase 1
Pilot Program in NYC
Test product quality, delivery efficiency, and customer satisfaction.
Refine model based on feedback and results.
Phase 2
Marketing & Customer Acquisition
Targeted social media campaigns and advertisements through supply partners.
Collaborate with universities and corporations to offer exclusive discounts & promotions.
Phase 3
Expansion
Gradually expand the service to other cities, based on demand and operational capacity.
Explore potential partnerships like fitness centers, co-working spaces, etc.
Low-Fidelity Wireframes
Design System
Peach
Blush
Lemon
#FFEFD0
#F07167
#FFFFF3
Aqua
#00AFB9
Foliage
#92C84E
UI Components
Final Prototype
Expected Impact
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Creating healthier lifestyles with minimized health risks.
Encouraging conscious consumption
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Contributing to local economies by supporting imperfect food suppliers
Generating opportunities and revenue for hub partners
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Reducing the overall food waste
Developing a more sustainable food cycle
What Would Have to Be True?
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Partners would be willing to share their infrastructure and operations
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Suppliers are currently D2C. They would have to be willing to enter a B2B relationship with us
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For scalability, there would have to be regular availability of certain imperfect produce
