It happened during Helsinki Service Jam 2013. It was wonderful time full of inspiration, creativity and fight to achieve the best results. The aim of the project was to research problem that consumers have with choosing and buying food products. The outcome of the project was the concept of digital service helping in selection of right products and its smooth delivery. MY ROLE: Group facilitator Participant METHODS AND TOOLS: User observation Ethnographic research Interviews Personas Ideation session Customer Journey Map Business Model Canvas Video story telling