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orange service design


A live brief working with Orange and their D4D (data for development) research challenge.

Using big data, and the results from Orange’s D4D research challenge, we designed a service (the Guava Hub) that uses existing socio-cultural systems to make daily life in rural areas of Senegal more efficient and more delicious. 

The service provides two functions: live food price texts and live recipes texts. The food price texts provide information that will allow individuals to plan their trips to the market depending on the food prices. This will then eliminate wasted shopping trips and provide a cost effective solution to buying ingredients. The live recipes provide cost effective meals based on the live food prices. These dishes will be developed by chefs around the world, and details alongside an image of the chef will be shown at the end of the texted recipe - so it can be known who created the delicious meals. 


The recipes are designed to be communicated through icons and symbols, for universality and to cater for those whose reading and writing skills are still developing. Residents also receive a printed glossary to understand the universal symbols, providing information on how to understand and use the icons in both functions of the Guava Hub service.

Laser cut Guava Hub pop-up, designed on Rhino and laser cut out of clear acrylic. Embellished with vinyl-cut logos.

Laser cut Guava Hub pop-up, designed on Rhino and laser cut out of clear acrylic. Embellished with vinyl-cut logos.


Through extensive primary and secondary research we were able to navigate through the creative process with the intended user in mind, despite in this case the users being residents of Senegal. By getting in touch with members of the Senegalese community in London we were able to progress our project using user-centred design, attempting never to make wild assumptions.

Testing was key to the success of the project, conducting experiments between ourselves as well as contacting professional chefs and members of the Senegalese community in London.



Research Film #1 | Documenting live cooking experiment to test the feasibility of the designed service and any improvements that would need to be made.


Research Film #2 | Working with a professional chef to design creative recipes from traditional Senegalese ingredients.


To support the texting service, the Guava Hub will also implement temporary pop ups and mobile kitchens. The pop up will provide: a printable recipe of the week, immediate help and support, and a communal access point to the live food information. So residents of communities can gather to discuss the latest designed recipes together.

Collaboration between big data and designers is evident through our designed service, as design has been used to simply materialise complex data and research to aid the development of rural communities. 

The Guava Hub simply aims to make life easier and tastier. So now only families have to worry about the recipe they're going to cook, not if they can afford to cook. 


Below, an illustration of what the Guava Hub pop-up and food truck would provide. Above, a documentary film of us testing our designed service on Senegalese chef and musician, Abdoulaye Samb.



A project in collaboration with Luke Glover, Izzy Milburn and Joanne Chui.