Women's Empowerment Initiative
Desi Aroma
Founded by two NID alumni, Desi Aroma is a community-driven initiative that empowers housewives in Gandhinagar by transforming their love for home-cooked food into a source of income and recognition, while serving affordable, wholesome meals to students.
Client
Personal Project
Date
2 months
Industry
Social Innovation
Scope of work
Service Design
System Design Design
Brand Design
Mobile App
UX/UI
Video Production
🏆 Second Runner-Up User Interface Design Category
From concept to scalable experience.
System-Level Analysis of gandhinagar
Primary & Secondary Research • Focus Groups • System Mapping • Insights Articulation • Opportunity Mapping
The above shows a system map of Gandhinagar, later digitized for presentation purposes as shown below.
*Original artifacts shown as-is in 2018, not recreated. Please use the custom-built zoom feature to view the research text in detail.
From Observations to Insights
Synthesizing user interviews and discussions to uncover patterns, needs, and opportunities that informed design decisions.
- Limited time to cook → dependence on restaurants
- Carrying home-cooked food leads to cold, soggy meals
- Strong need for fresh, homemade food
- Existing services lack authentic home-style taste
- Willingness to pay ₹100–₹150 for non-veg meals
- Cost sensitivity; preference for simple packaging
- Quantity transparency expected in online menus
- Demand for personalization and portion options
- Family approval is critical for homemakers' participation
- Homemakers' schedules revolve around family needs
- Retired individuals seek meaningful engagement
- Stored homemade snacks fit anytime consumption needs
- Cook selection is key to consistent homemade taste
- Limited local market → right customer targeting needed
- Importance of tracking customer preferences
- Loyalty requires assurance and stability for home chefs
Comparative Analysis
A comparative study was conducted to benchmark existing services, understand gaps in homemaker recognition, and identify best practices in community-driven food initiatives.
*Original artifacts shown as-is in 2018, not recreated. Please use the custom-built zoom feature to view the research text in detail.
Stakeholder Mapping
Mapped stakeholders to understand roles, influence, and interactions within the service ecosystem.
*Original artifacts shown as-is in 2018, not recreated. Please use the custom-built zoom feature to view the research text in detail.
Journey Mapping
Mapped end-to-end journeys for chefs and customers to uncover pain points, opportunities, and key touchpoints.
*Original artifacts shown as-is in 2018, not recreated. Please use the custom-built zoom feature to view the research text in detail.
Service Blueprint
A service blueprint was developed to align user interactions with operational processes and dependencies.
*Original artifacts shown as-is in 2018, not recreated. Please use the custom-built zoom feature to view the research text in detail.
Brand Building
Brand Strategy • Identity Design • Social Media Campaigns • Marketing Collaterals • Packaging Design • Sourcing • Brand Awareness
*Original artifacts shown as-is in 2018, not recreated. Please use the custom-built zoom feature to view the research text in detail.
Concept Video
A concept video was created to explain the service clearly to stakeholders, helping them understand the vision, features, and benefits.
Key Service Metrics
10
Service POC
Duration
6
Home
Chefs
135
Total
Orders
81
Total Customers
62%
Repeat Customers
Service to Interface
User Persona • User Flows • Wireframing • Design System • Prototyping
