We were challenged to help the NGO Transparência Brasil create an effective solution to monitor school meals.

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We had three months to create a stakeholder map, understand and define our target audience, and conduct both in-depth and quantitative research to then develop an effective strategy. We identified that our target audience would be the students’ parents and the school staff (teachers). With them, we conducted research to understand their relationship with the schools, the details of the meals provided to students, whether anyone monitored the food in any way, and, most importantly, their relationship with technology.

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The research revealed that the lack of meals has both an emotional and financial impact on parents, that meal shortages happen a few times per year, and that this audience has access to technology, although their phones are not the most modern. They use apps, and internet access mainly occurs at home or during transport.

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Our two personas are: Tia Beth Querida (a single mother of two children, living in Guarulhos, a teacher for over 20 years, frustrated with the poor conditions of schools) and Seu Armando Trabalhador (married, two children, living in Campo Limpo, frustrated that his taxes do not translate into improvements in education). We identified three main questions: How can the functions already available on their phones be used to monitor school meals? What constitutes a quality meal? How can they easily access a channel to share their concerns?

Solution: We created Merenda Nota 10! A website where the user journey consists of creating an alert via chat. Feedback is then sent to them by SMS, and with a code, they can track the status of their alert on the site. This solution allows users to avoid downloading apps, while keeping an engaged audience monitoring school meals and generating recurring interaction within the platform.

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Credits: Renata Cestari, Caio Jardim, Fernanda Freitas, Douglas Silva, Lígia Fagunes, and Erica Lobato.