Departement of

Agroindustrial Technology

NEW PRODUCT DEVELOPMENT OF

BISCUIT FOR TODDLERS AND
PRESCHOOLERS USING HUMAN
CENTERED DESIGN APPROACH
Nabilatun Sholikha
F34160067

Supervised by:
Dr. Elisa Anggraeni, STP, MSc.
Budi Agus Pranoto, STP, MSi

Zoom Meeting
June 2020
 OUTLINE

Introduction
01. • Background
• Objective and Benefit Result and Discussion
03. • Inspiration Phase
• Ideation Phase
Methodology
02. • Research Framework
• Data Collection and Conclusion and
Anlaysis
04. Recommendation
01. Introduction
Early childhood (1-5 years old)
is one of the most crucial things
in children development. It is
necessary that children are
provided with appropriate food
to support their growth and
development and prevent the
malnutrition.
Research Background
PT X, a company that produce
complementary food product for
children, wants to revitalize the
product concept of XYZ Kinder
Biscuit. Since they stated that now
consumers are shifting and prefer to
consume general snack-biscuit
which is not nutrition guaranteed yet.
The challenge of this development
is consumer’s acceptance
according to their needs.
According to those problems, new
product development of biscuit for
toddlers and preschoolers will be
conducted in this research by using
Human Centered Design approach.
Research Objective and Benefit

Objective Benefit
1. Identify the consumer’s needs 1. Provide information about consumers’ needs
for a snack biscuit product for and give insight for designing a product
toddlers and preschoolers. concept toward the new product
2. Design a product concept of development.
snack biscuit for toddlers and 2. Contribute further knowledge and
preschoolers as an alternative understanding of new product development
solution for the consumer’s and human centered design method in the
needs. implementation of new product development
process.
02. Methodology Start

Inspiration Phase

Framing  
Defining Understanding
the design target
  consumer’s
challenge audience need

Ideation Phase
 
Creating
Finding  
design Prototyping
themes
principles

Source: The Field Guide to Human

Centered Design by IDEO (2015) Need Yes
iteration
?

No

Finish
Data Collection Technique and Analysis

Interview with
Literature study Brainstorming with
consumers and Online survey
staff in PT X
staff in PT X
 03.
Result and Discussion
 Inspiration Phase
1. Framing the Design Challenge
Being a healthy snack meal for mothers
to monitor snacks chosen by children
so that they do not eat snacks that have
not been guaranteed nutrition and
alternative of variety foods for children to
try new things and prevent boredom
• The product should contain nutritional
value and contain of low sugar and
salt content and no preservatives.
• It should give delicious flavors that
suitable for children since they are
started to picky eating.
Make a nutritious snack-biscuit that has a
delicious taste and interesting for toddlers and
preschoolers that suitable for their growth and
Problem
development process.
Definition
1. Nutritious biscuit with variety of modern
delicious flavors that suitable for child's tongue.
Impact
2. Provide biscuit that has proper packaging so
children can immediately eat out once a time. 
Possible
3. Highlight the main benefit of the product
Solution
from functional certain ingredient for support
claim.
Context
and 4. Give an educative toy that can be played to
increase their creativity.
Constraints
5. The new format of biscuit such as sandwich
(cream filler) or cookies.
 Inspiration Phase
2. Defining target audience

01. Demographic
Segmentation 02.
Behavioural
Segmentation
1. Age 1. User Status
Mothers who have child’s of 1-5 User who have consume
years old kinds of biscuit snack

2. Monthly Average Expenditure

Social Economic Status (SES)
AB or the average monthly
expenses more than Rp2,500,000
(Nielsen 2010)
 Inspiration Phase
3. Understanding consumer’s need
Variables 1-2 years 2-3 years 3-5 years
Recognize food by sight, Imitate other children’
smell, and some taste. Start behavior. Can cope with
There are five results of explorations: Motor and
say using words to ask for most foods offered as part Self-feeding with
cognitive
foods they want. Can drink of a family meal. Self- minimum spills.
development
from a cup. Try to use feeding using utensils and a
Snacking spoon or fork. cup.
Children
Functional Imitates adult’s eating
Characteristics
Concept preferences. Throw food or Imitate other children. Reduces amount eaten
Eating and
In-Depth Interview, say ‘no’ when given Moves away from meal or when pressured. Changes
food
through 20 informants unwanted or disliked food. meal table when given food preferences to be
preference
Consumer’s Can be distracted by toys or unwanted food. like age-mates.
Consideration Consumers tv during mealtimes.
Factors, Obstacle Typical Desire 3 times meals a day and 2 3 times meals a day and 2 3 times meals a day and 2
Eating pattern
and Expectation times snacking times snacking times snacking
Eat only certain types of
Eat only certain types of
foods (picky eater).
foods (picky eater). Easily
Easily get bored. Refuse
Questionnaire, Easily get bored. Refuse to get bored. Refuse to eat
100 respondents Specific to eat vegetables.
Problems eat vegetables. Taking a long vegetables. Sometimes can
through Online
Information Sometimes can eat much
Survey when eating time to eat and keeping food eat much whereas
whereas sometimes eat
in the mouth (rumination). sometimes eat less. Hard to
less. Hard to eat main
eat main meal, only want
meal, only want
snacking.
snacking.
 Inspiration Phase
3. Understanding consumer’s need

Snacking Functional Concept Consumer’s Consideration Factors, Obstacle, and

Expectation
Additional
eating occasion Consideration factors
Friend for playing Contain nutrition that required for children of 1 to 5 years old
and studying Product texture are suitable for children of 1 to 5 years old
Alternative Sugar, salt, and MSG contents in the products
option of variety Have flavor and variance that preferred by children
foods
The product has a trusted brand
Obstacle Expectation
Consumers Typical Desires Preferable to eat snacks that are too Eat nutritious food with great
Consumers Typical Desires sweet taste
Savory snack type for children that prefer to eat savory snack Easily get bored More flavor and variance
Create a snack that look like imported snack Snack-consumed doesn’t run out Snack that can be finished once
Snack on the go or have reseal packaging eaten
Educative or interactive toys to increase children creativity
 Inspiration Phase
3. Understanding consumer’s need

Specific Information by Online Survey

N = 100 respondents
Aspect Description Top result
Concern toward  Digestive health (38%)
children’s health  Body endurance or immunity
(18%)
 Dental and oral health (16%)

Diseases that often  Allergy and its indication to

emerge on children microorganism (example:
cough, fever) (60%)
Health concern  Diarrhea (31%)
and children’s  Constipation (24%)
character
Child’s nature that  Picky eater (34%)
often becomes  Hard to eat main meal, only
problem want to snacking (19%)
 Don’t like to do tooth brushes
(14%)
 Inspiration Phase
3. Understanding consumer’s need

Aspect Description Top result

Nutrition content in the biscuit
Claim nutrition statement
biscuit packaging
Product Taste preference
Most preferred format of biscuit  Sandwich biscuit (32%)
Most preferred additional in  Chocolate and cheese (57%)
biscuit
The presence of toys in biscuit
 Calcium (61%)
 Energy/Carbohydrate/Calories (57%)
 Iron (41%)
in  DHA & AA/Omega 3 & Omega 6 (36%)
 Less sugar (31%)
 Healthy snack (29%)
 Natural ingredients (26%)
 High calcium (23%)
 Gluten free (23%)
Sweet (76%)
Savory (24%)
 Basic biscuit (23%)
 Cookies (16%)
 Milk (27%)
 Dried fruits (8%)
Mostly agree to have toys in the biscuit
(65%)
 Ideation Phase
1. Finding Themes

Themes: Focus on children’s health and Themes: Focus on product quality

development Needs:
Needs: 1. Contain nutrition that required for
1. Support children’s growth and children’s growth and development
development 2. More flavor and variance that preferred
2. Help children to build eating development by children, especially sweet taste
and preference by consuming healthy 3. Snack on the go and the serving size
food products can be finished eaten once
3. Overcome children’s eating problem 4. Educative or interactive toys to increase
4. Help preventing children from disease children creativity
that often emerge
 Ideation Phase
2. Design Principles

Children’s health and

Themes development Product quality

Design principles Main benefit Compatibility Product’s Taste Practicality Educative

format enrichment

Features Specific Active Format of Additional Packaging Motivational

function for ingredients and biscuit flavour aspect
children’s side nutrition for
health support claims
 Ideation Phase
3. Prototyping

Design Principle Features Concept 1 Concept 2 Existing Product

For supporting For supporting body For supporting
Main benefit Specific function
digestive health endurance or immunity motoric health
Chocolate fortified
Cheese fortified with
with soluble food
Active Vitamin C, omega 3 & Inulin fibre, calcium,
fibre (pectin), omega
Compatibility ingredients for omega 6, calcium, vitamin D, vitamin A,
3 & omega 6, calcium,
support claims vitamin D, energy, less and DHA & AA
vitamin D, energy, less
sugar, and gluten free
sugar, and gluten free
Additional 1. Chocolate
Taste Enrichment Chocolate Delight Cheese Cheddar
flavour 2. Cheese

Product format Biscuit form Sandwich biscuit Basic biscuit Basic biscuit
Box with plastic pack
Zipper lock with Box with sachet eaten
Practicality Packaging inside as the
sachet eaten once once inside
secondary packaging
Shaped animals and Shaped letters and
Motivational Shaped letters and
Educative added with stacking numbers and added
aspect numbers
toy beam with puzzle toy
 Evaluation
• Consist of human truth and product ideas
• The evaluation conducted by using 4-points Likert
scale
• The data is represented using top-two box
100%
percentage (%T2B) which shown the positive
response 90%

80% 37%

Human truth evaluation 70%

60%

Percentage
Human truth is a key statement that represent the 50%
consumer’s need.
40% 43%

“I want to give a nutritious snack and liked by my 30%

children, so that they can stay healthy and grow well 20%
according to their ages. However, most snack that 18%
10%
liked by my children have not been guaranteed
2%
nutrition yet, so I am worried to give the snack as 0%

often as possible.” Really relevance Relevance Not Relevance

%T2B of total relevance: 80%

 Product Concept
Evaluation
Concept 1 evaluation Concept 2 evaluation
100%
100%
90% 22%
28% 30% 90% 25% 23% 25%
33% 25%
80%
80%
70%
70% 4
60%
4 60%
Percentage

Percentage
50% 3
60% 48% 3 50% 48% 45%
57% 55% 60%
40% 58% 2
2 40%
30% 1
1 30%
20%
20%
10% 15% 20% 27%
12% 23%
9%
0% 10% 17% 12%
0% 3% 3% 2%
Overall Liking Uniqueness Relevance Purchase 0% 3% 5% 3% 3%
Intention Overall Liking Uniqueness Relevance Purchase Intention
Criteria Criteria

%T2B: Overall Liking 92%, Uniqueness 85%, %T2B: Overall Liking 80%, Uniqueness 83%,
Relevance 82%, Purchase Intention 78% Relevance 73%, Purchase Intention 70%
Product Concept
Evaluation
Positive Reasons Negative Reasons
Criteria
Concept 1 Concept 2 Concept 1 Concept 2
Overall Liking Function for Function for Trustworthiness Trustworthiness
supporting digestive supporting body (sugar content, (flavors and
health, and complete immunity, and flavors, and preservative)
nutrition complete nutrition preservative)

Uniqueness Gluten free products, Gluten free products, Considered same as Considered same as
educative (include educative (shaped other snack biscuit other snack biscuit
stacking beam toy), numbers and letters, product product
complete nutrition, include puzzle toy)
and biscuit format

Relevance Function and Function and Biscuit format is Flavors is less

complete nutrition is complete nutrition is considered unsuitable attractive
considered as suitable considered as suitable for children
for children’s need, for children’s need,
and educative and educative

Purchase Intention Function and Function and Trustworthiness Perceived to buy the
complete nutrition, complete nutrition, (preservative and common biscuit
healthy snack, and and healthy snack flavors), and toys consumed, and toys
practicality included is identical to included is identical to
expensive price expensive price
 Product Concept
Evaluation
Concept preference Things that must be considered further based on the result:
1. Product’s features that considered liked and unique by
80% consumers doesn’t mean it’s relevance enough to their
70%
Percentage

70% needs and they are willing to purchase the product.

60%
2. How to build consumer confidence that this product
does not contain preservatives, artificial sugar, and
50% artificial flavors.
40% 3. Format of sandwich biscuit should be considered in
30% terms of product formulation so we can determine that
30%
sandwich biscuit format could be categorized as suitable
20% for children aged 1-5 years.
10% 4. The features toys included in the product is categorized
0%
as expensive product, so it should be considered again
Concept 1 Concept 2 what toys that has cheap price but it still can increase
The most frequent reason why choosing concept 1 are children’s knowledge and creativity
flavors, biscuit format, and function for supporting digestive
health
 Conclusion and
Recommendation
Conclusion
• XYZ Kinder Biscuit produced from PT X needs to be revitalize cause the consumers are preferred to consume
general snack biscuit.
• The themes emerge according to the consumer’s needs with specific certain needs that want to be solved consist
of two, namely children’s health and development and product quality. It was translated into six design
principles which consist of main benefit, compatibility, taste enrichment, product’s format, practicality, and
educative.
• The evaluation of human truth is already considered as relevance to their needs, while the evaluation of product
ideas generally was accepted to the consumers.
• The concept 1 was more preferred rather than concept 2 from the features of flavour, biscuit format, and the
function for supporting digestive health.

Recommendation
• The new improved product ideas still have to be adjusted to be more acceptable to the consumer’s need. For further
research, it’s suggested that there should be conducted a more detailed research in each features of design
principles so that the translation of the findings into the product ideas have clearer and more specific reference.
Thank you