Service&Experience Design
New Service For Newcomers in Milan
Group work
Strategy and UI Designer/2023
Strategy and UI Designer/2023
Client: DomusAcademy
Intro.
Rooted Plate is a service that helps newcomers in Milan feel at home through shared food experiences.
As a daily ritual, food becomes an emotional and cultural shortcut—a universally accessible entry point into a new community.
This service was designed to use food as a way to build connection, reduce isolation, and spark mutual curiosity between newcomers and locals.
Challenge Framing.
Through qualitative research, we uncovered that many newcomers felt isolated, disconnected from the local food system, and unsure how to engage with people or culture.
What emerged, however, was a pattern: people were most open and joyful when talking about food. They often discovered something “similar but different” in Milan that reminded them of home.
Research.
01.Desk research & case studies of Milan and other cities’ food services to identify relevant services in the city of Milan and other cities.
02.Engaged with potential end-users and stakeholders to gather insights and identify opportunities to address their needs.
03.2 stakeholder interviews.
04.Developed personas to represent the typical user groups and their unique characteristics.
- Findings:
- People enjoy routine and comfort food.
- Food in Milan didn’t feel authentic to many newcomers.
- Locals were often perceived as unapproachable.
- Ingredients from home were expensive or hard to find.
- Food-related information was confusing or inaccessible.
Hypothesis: Sense of belongings can be createdn a new city by integrating different cultures and backgrounds
Archetype.
01.People ease the lack of belongings by creating routines that bring them comfort.
02. Milan raises an impression at availblity of international cuisine experience which is not available or accessible.
03. People want to go with the flow and have a serendipitous experience rather than hving google give them the direct information.
04. People use their old methods to get infomation because they are used to it and it’s convinent
05. Shared interests and hobbies can serve as a poerful tool for culture learning and social integration for newcomers.
Opportunity Areas
We reframed our challenge into opportunities:
Use similar dishes/ingredients across cultures as emotional bridges
Make sharing food experiences easier and more story-driven
Offer low-barrier, recurring spaces for locals and newcomers to interact
Support self-discovery of Milan through food-based navigation
According to the research we found out, food is a regular workd from all the reseach. So we make food as the key words to lead our design.
- Food is the most accessible cultural touchpoint—everyone eats every day
- Similar dishes across cultures often go unnoticed, but trigger joy when discovered
- Newcomers struggle to engage with local food due to unfamiliarity, cost, or missing context
- Cooking or eating together opens space for meaningful, equal exchange
- People crave not just taste, but story—a reason, memory, or meaning behind a dish
Define.
Rooted Plate took shape as a hybrid service—part digital, part physical—designed to connect newcomers and locals through a variety of engaging and accessible formats.
The Rooted Plate
It offers a series of community-driven experiences that turn everyday meals into shared cultural moments.
Now, Let food tell story, let Milan be the table.
It begins with a welcome kit: a map, an event invite, and a short story about someone who found home through food.
From there, the experience unfolds through a series of carefully designed touchpoints.
At the community dinners, people bring a dish from their culture and share stories around a common theme—like dumplings, flatbreads, or soups.
It’s not just about eating—it’s about listening, laughing, and recognizing something familiar in someone else’s plate.
The Rooted Voices podcast gives space to short, intimate food stories—reminders that even in a foreign place, a taste or smell can ground us.
User Journey Map
Stakeholder Map.
The primary stakeholders are those who engage directly with the experience: newcomers, locals, volunteers, food suppliers, and community chefs. They shape the culture and energy of Rooted Plate through active participation.
Secondary stakeholders include city agencies, NGOs, media platforms, and cultural venues. While less involved day to day, they support visibility, growth, and long-term sustainability.
VI System.
The visual identity of Rooted Plate was designed to feel warm, human, and rooted in everyday life, reflecting the emotional tone of the service.
Every element supports the goal of making newcomers feel welcomed and connected through food.
And Helvetica is so clean and modern, it ensures readability across digital interfaces and body text.
This mix can balances tradition and clarity. Meanwhile Soft serifs echo the roundness of food and human gestures.
Terracotta (#D86645): Warm, earthy, inviting. The primary brand color.
Olive Green (#7A8C49): Grounded and natural; great for accents and icons.
Cream & Beige: Neutral, soft backgrounds to hold content without overwhelming it.
Deep Plum (#4D2D39): Adds contrast and richness for text or nighttime elements.