Investigating the Role of Expansive Design and Service Design in Improving Healthy Food Consumption, Case Study; Consuming Vegetables

The goal of this study is to generate designedly solutions for improving the culture of healthy food consumption in Iran, through activity theory framework. Even though individuals might make conscious decisions to consume healthy food, their environment might prevent them from doing so. Given the current lack of attention toward a holistic viewpoint, therapy procedures as well as general healthy nutrition policies have been made useless. Observations in case study showed that social, cultural and psychological factors do have an important role in generating obesity, and the disregard for considering such factors have resulted in the divergence of patients between health centers, sports clubs, and monitoring groups. The hypothesis generated from such observations would signify that considering cultural-social context and generating a useful model, would help the patient reach a successful goal. Expansive design was chosen as the design approach in order to emphasize continuing the relationship between users and providers of service, even after obtaining the service by a user. This viewpoint and design resulted in the dialogue between the user and provider of the service or product. Based on the research, solution scenarios were generated and the third scenario, designing a collective treatment center was chosen and conceptualized through tools such as a system map, interaction story board, and consumer satisfaction diagram. The value of such a study is based on presentation and institutionalizing the theoretical infrastructures in the area of service design, while diverse solutions would be presented to specialists based on the scenario-based design as well.