top of page

BHOJ

​We provide homemade food for the people who make our homes

Project Overview

Bhoj aims to provide every migrant construction worker with affordable homemade nutritious and hygienic food.
The service is catering to workers who live on small-scale construction sites. A service where housewives are chefs, as homemade food is something that is always extra special and will give workers a sense of belongingness being away from their home.

A migrant worker interacting ad exploring the Bhoj product and packaging

Role

Thesis Project with Microsoft Research, India (Ludic Design for Accessibility Team)

Ethnographic Research, UX-UI Design, User Study

Duration

February - June 2022


 

Tools Used

Figma, Adobe Suite, Google Forms


 

Who are migrant construction workers?

Migrant workers constitute the majority of the India's largest unorganized sector; the construction industry. Workers leave their homes and their family behind to seek better employment chances. however, the high expense of living in a metropolitan city makes it difficult for them to procure their regular daily amenities.

Challenges faced

Illustrations of 5 challenges faced by a migrant worker. Sanitation, Health and Safety, Security, Shelter, and work

Target Audience

An image of a migrant worker

Jagdish

Roti, sabzi, rice kaafi hai. Bhuk lagti hai toh chai pee lete hai, ab toh aadat ho gayi hai

  • 25 years old, migrant worker from Bihar

  • Working in Bangalore for over 2 years

  • 3 years experience as a construction worker

  • His family includes wife, father, mother, younger brother and a younger sister

  • He earns almost 13,000 INR/month

Goals:​ ​

  • To send money to family

  • Reduce their expenditure on sustaining themselves to provide monthly cash home

  • To get a sense of staying at home

  • Take care of their family and earn a decent living for them

Frustrations:​ 

  • Fluctuating wages

  • Inflation of rates

  • The worry of not providing enough to the family

  • Health issues due to unhealthy diet

Narrowing down

After reviewing the challenges mentioned above and conducting secondary research, I gained insights into the various aspects of health and safety. I decided to focus specifically on the issue of unavailability of nutritional food.

Mind map of health and safety issues faced by migrant workers, with topics such as respiratory and infectious diseases, poor working and living conditions, lack of access to social protection, hazardous work, mental health issues, and employment discrimination. The map includes branches for occupational health hazards, language barriers, and lack of safety equipment. The highlighted box 'Unavailability of nutritional food' represents the specific area Bhoj will focus on, aiming to address workers' nutritional needs to improve their health and well-being.

Why nutrition?

Infographic displaying statistics about construction workers in India. There are 74 million construction workers, out of which 40 million are migrant construction workers. Of these migrant workers, 32% support more than five people, while 54% support three to five people.

2.2% of the total construction workers are availing some kind of social security benefits.

1/3rd of their salary is spent in sustaining themselves.

Ideal nutritional requirement

Heavy lifting performed over short period of time with rest periods in between

Anaerobic exercise

Muscle wear and tear

Needs more protein heavy diet

Amount of load is light but the work is performed continuously for a longer period of time

Aerobic exercise

Stamina, energy requirement

Needs more carbohydrates

Problem Statement

How might we design possible interventions which allow the migrant construction workers who work on small scale houses to have better access to nutritious food by understanding their food requirements, food arrangement and eating patterns?

Quotes by Workers

After identifying the problem statement, I conducted primary research by interviewing 25 workers, including 1 civil engineer and 2 mastries, across 15 different sites.

Indira canteen bahut dur hai, waha janeka time nahi hai

Labour scheme mai apply nahi kiya, usse kuch nahi hoga

An on site image of researchers interacting with the migrant workers

Kya kare ab jo hai woh khana padta hai

Subah ka khana alag aur raat ka alag banate hai

Hum sath mai khana khate hai

Day in the life of a construction worker

A 'Day in the Life' analysis was conducted to determine the optimal point for intervention and to identify the factors affecting or influencing the adaptation to the intervention.

Daily routine of a construction worker illustrated in icons, with five highlighted areas indicating where Bhoj will intervene. The day starts at 6:30 AM with freshening up, followed by tea at a tea stall. Bhoj will intervene in the lunch preparation stage by providing ready-made meals, saving cooking time; during the 1:30 PM lunch break by delivering a nutritious meal; and after the 6 PM shift by offering an evening tea break and providing a prepared dinner, reducing the worker's need to cook. The day ends at 10 PM with sleep.

Research Questions

  1. How might we design and implement ideal food plan that would cater to the nutritional needs of construction workers to ensure optimal physical health, while adhering to the economic constraints?
     

  2. How might we come up with an easier/faster/simpler alternative to the current ways of cooking food by single male construction workers? What are the invisible problems they face while cooking everyday meals?

Conversations with professionals

As a part of the primary research, interviews were conducted with nutritionists and government hospital doctors to understand their nutritional requirements and their current health conditions.

A visual representation of the insights gained from the interviews. Insights from talking to nutritionists include what kind of food they should consume. Which includes high carbohydrates, fats and protien. Ideal calorie intake should be more than 2300kg

Brainstorming and ideating

To guide the ideating, how might we questions were formed. The ideation was done keeping in mind the following 'how might we' questions. Group brainstorming, individual brainstorming and role brainstorming was done. 

1. How might we keep the food quality up to the mark?

2. How might we keep provide nutritious food to migrant workers at a low cost?

3. How might we communicate the intervention to the migrant worker?

4. How might we create an intervention that is self sustaining?

Brainstorming board with various color-coded sticky notes presenting diverse ideas for nutritious food solutions, community cooking, innovative food delivery methods, and health awareness concepts. Ideas range from mobile apps, community meals, 3D food printing, and automated food supplies to whimsical suggestions like 'Minions cooking' and 'food delivered on a broom.

Narrowing down

There were 3 main ideas identified, After analysing the ideas, idea number 1 was found more effective and was seen to be solving problems faces in a beneficial way. 

Brainstorming chart with three main ideas connected by flowcharts. Idea 1 involves housewives cooking for construction sites, marking smaller areas for delivery, and culturally connecting by providing festival foods monthly. Idea 2 discusses a payment system for construction workers to pay kitchen workers, with each worker paying 2000 monthly, divided for groceries and salary. Idea 3 proposes selling a nutritious powder at local shops, with details on contents, trust-building, pricing, and incentives for selling. Each idea is visually organized in columns with connected nodes explaining specific aspects and questions.

Detailing out the idea

Golden circle was used to detail out the idea. Answering why, how and what is my primary step to start developing the idea.

Diagram outlining the 'Why, How, and What' of Bhoj's mission to support migrant workers. The 'Why' section emphasizes the importance of providing nutritious food for Indian migrant construction workers, who often face fluctuating wages and high physical demands. The 'How' section details Bhoj’s approach, including understanding nutritional requirements, keeping prices low, leveraging familiar systems, and creating a platform where housewives can cook for workers, earning side income. The 'What' section describes Bhoj as a system that provides nutritious, affordable, homemade food, fostering a sense of belonging for workers far from home.

Value Proposition

A value proposition map was made to identify customer needs. It also helped me narrow down my focus on product development.

Value proposition diagram for Bhoj, illustrating the needs and benefits for migrant workers. The right circle shows 'Jobs to be Done' (e.g., taking care of family, maintaining balanced work-life), 'Gains' (e.g., affordable nutritious food, meals cooked by loved ones), and 'Pains' (e.g., fluctuating wages, high grocery costs, time-consuming cooking, and health issues). The left section represents Bhoj's solutions, including products and services that address these pains and create gains, like providing low-cost, home-cooked nutritious food in tiffins for a homely feel. Bhoj saves users money, time, and effort while enhancing nourishment and well-being.

System Map

System map was created to understand the service dynamics and find and fix any loopholes observed.

This image is a flowchart diagram for a food delivery service that targets construction workers by utilizing a subscription model and involving housewives as cooks. The diagram illustrates multiple interconnected stages, including marketing, investment, and operational logistics. Key points highlighted in the diagram include: Marketing and Brand Building: A construction company aims to build brand image and awareness through advertisements and campaigns about nutritious food. Investment and Menu Planning: Contractors invest, and a nutritionist decides the monthly menu. The company offers bonuses to contractors who bring in more people, and subsidizes raw materials. Operational Workflow: Contractors register on a website, mark construction sites, and are further divided into sectors through geofencing. Housewives are appointed to cook meals and get prepaid cards tied to stores for buying groceries at subsidized rates. Food Delivery Process: Workers subscribe to receive meals, housewiv

Visual System Map

A visual system map. Easy to understand and navigate with the help of icons and illustrations for a sighted individual

User Journey

User journey was mapped visually to understand and empathise with the consumer while going through the service. This helped in identifying an y opportunity spaces where the journey could have been made a bit more convenient/better for the consumer.

Illustrated step-by-step storyboard showing the journey of a migrant worker subscribing to the Bhoj meal service. The sequence begins with the worker noticing Bhoj advertisements in local grocery stores and tea stalls, followed by his appointment at a new construction site. The contractor introduces him to Bhoj and collects his details, including name, phone number, sector, and meal preferences. The worker opts for a vegetarian meal plan, pays the subscription fee, and receives daily menu updates via SMS. Each day, a delivery person brings a hot lunch before the worker’s break. He enjoys his meal and returns the cleaned tiffin to the delivery person, completing the daily cycle.

Business Model Canvas

I mapped a Business Model Canvas to clearly outline and visualize the key components of the business, ensuring a focused and structured approach. This allowed me to break down complex ideas into manageable parts, helping to identify opportunities and challenges early on. It also provided flexibility for refining the strategy as needed throughout the process.

Business model canvas for Bhoj, detailing key components of the service. Sections include Key Partners (contractors, housewives, delivery personnel, nutritionist, grocery vendor), Key Activities (customer acquisition, retention, SMS communication, seasonal menu planning), Key Propositions (providing healthy, low-cost, home-cooked food for migrant workers to improve their sense of belonging and well-being), Customer Relationships (interaction via SMS, everyday menu updates, helpline support), Customer Segments (single male migrant workers with limited resources), Channels (word of mouth, contractor interactions, advertisements at common places), Key Resources (human resources like chefs, delivery personnel, funds, online platform), Cost Structure (subscription fees, salaries, logistics, marketing), and Revenue Streams (subscription fees, donations through the website). The canvas highlights Bhoj's commitment to nutritional, affordable, and convenient food for migrant workers.

Service Blueprint

I mapped a service blueprint to gain a comprehensive view of the customer journey, identifying touchpoints, processes, and potential pain points. This approach allowed me to align front-stage and back-stage operations, ensuring a seamless and consistent service experience.

Service blueprint diagram illustrating the Bhoj process from onboarding to receiving. The flow is divided into stages: Onboarding, Preparation, Delivering, and Receiving. Each stage includes sections for evidence, user action, employee actions, technology, front stage interactions, back stage interactions, and support processes. Key actions are shown for both users and employees, such as housewives signing up, preparing meals, and sending SMS updates, while contractors and workers receive meals on-site. Support processes include hiring nutritionists, web developers, and managing feedback. This blueprint highlights the coordinated steps and interactions that ensure efficient meal delivery to workers.

Money Flow

The flow of the money was mapped out to understand the service better. This helped in detailing out the responsibility of the main stakeholders.

Flowchart illustrating the financial and operational relationships in the Bhoj system. A home chef receives grocery money and a salary, providing meals through Bhoj. The worker subscription money flows into the Bhoj system. Contractors, who work with construction companies, also interact with Bhoj, receiving bonuses for their involvement. Construction companies supply subsidized materials, contributing to the operational cycle. This diagram visually represents the interconnected roles of home chefs, contractors, and construction companies within Bhoj's service framework.

Touchpoint 1: Website

Research Questions

  1. How might we design and implement ideal food plan that would cater to the nutritional needs of construction workers to ensure optimal physical health, while adhering to the economic constraints?
     

  2. How might we come up with an easier/faster/simpler alternative to the current ways of cooking food by single male construction workers? What are the invisible problems they face while cooking everyday meals?

User Flow

User flow diagram illustrating the application and onboarding process for two types of users: Contractors and Housewives. The top path shows steps for contractors, beginning with advertisements and leading to application submission, verification, and dashboard access. The bottom path outlines the process for housewives, from initial engagement via ads or redirects to applying with verification details, setting preferences, and accessing the dashboard upon approval. Both flows detail the actions taken if the application is approved or requires resubmission, and conclude with full access to features like adding workers or downloading menus.

Mapped the user flow to thoroughly understand the interactions and needs of both housewives and contractors as they navigate the website. This ensured that the design was tailored to their specific journeys, resulting in a user-friendly and intuitive experience that meets the unique needs of both groups.

Wireframes

Wireframes were created with relevant information present in it. The intention was to create a low fidelity representation of the final concept. 

​

This aided in user validation process which guided key changes in the high fidelity versions.

Wireframe layout for a website showcasing multiple pages and sections designed for user interaction. The wireframes feature placeholders for large banner images, text sections for company mission, worker statistics, and calls to action like 'Join as a Chef' and 'Apply now!'. There are areas dedicated to user profiles, pricing options, daily menus, and testimonials. Navigation menus appear at the top of each page, along with sections for form inputs like name, email, and contact information to facilitate user registration and engagement. Each page layout emphasizes ease of navigation with strategically placed buttons, images, and text placeholders.

Style guide

A style guide for Bhoj website. It consists of colours, font family, font size and icon type used to design the website
High fidelity screens of the Bhij website

High fidelity screens

​To view the entire prototype click on the play button below.

Touchpoint 2: Product

The concept

In India the usual packaging for any product is either newspaper wrap or a cloth wrap. Taking inspiration from the same, the Bhoj packaging is designed. Migrant construction workers mostly come from a rural area and are used to eating in round plates. As the entire approach towards the service is to make them feel at home the thought of bringing the plates to the migrant workers to eat from was conceived.

A collage showcasing the inspiration behind Bhoj packaging, reflecting traditional Indian dining and wrapping practices. The top section includes images of circular dishes with traditional Indian meals, illustrating how migrant workers are accustomed to eating together with round plates. The middle section features images symbolizing community and shared meals. The lower section displays examples of traditional Indian wrapping, like newspaper and cloth wraps, commonly used in packaging and food presentation. This collection emphasizes the cultural connection to home that Bhoj packaging aims to evoke for migrant workers.

The Design Process

Design sketches for Bhoj packaging, illustrating materials and structure for a culturally-inspired food carrier. The left section shows detailed drawings of a wrap made from waste cloth or quilt material with packaging cover options like laminate, cotton, or PUL. Instructions depict how the wrap folds and secures with handles and a thread to tie. The right section outlines a stainless steel plate setup, including circular compartments for traditional Indian meal items like rice, dal, and sabzi. The design aims to evoke familiarity for migrant workers by using elements from traditional Indian dining and wrapping practices.
Step-by-step visuals demonstrating the Bhoj packaging in use. The sequence begins with a person holding the packaging in a compact, portable form. Next, the fabric wrap is untied, revealing a plate with four katoris (small bowls) and rotis wrapped in foil, arranged on the plate. This setup allows for easy unpacking into a tablecloth-like layout, letting migrant workers enjoy their meal in a familiar, homely style

The packaging opens up to become a table cloth and has a plate tightly packed with 4 katoris and few rotis. Once opened the katoris can be arranged around the plate and the food can be enjoyed just like one does at home. The Bhoj packaging also adds a personalised touch by adding the workers' name on to the package.

bottom of page