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Digital Dining CAMBRIDGE, MA—January 1, 2005—It started with a phone call to Harvard University Dining Services (HUDS) in the fall of 1998. A student wanted to add value to his on-campus "Crimson Cash" debit card and he wondered why he couldn't do it via the internet. It continued today; in 2004 HUDS redesigned their website, adding features such as online ordering and interactive nutritional information. "It" was a paradigm shift away from the traditional services offered in a university dining environment and towards the increased functionality and accessibility demanded by Generation Y′s students. In November of '98, HUDS became the first collegiate foodservice operator to offer a debit card system that allowed customers to add value to their account online. Six years later Crimson Cash dominates the vending market at Harvard and is rapidly gaining acceptance at off-campus locations. Online options available to Crimson Cash users include the ability to check their account balances, view transactions, submit feedback, obtain help and disable lost cards. The HUDS marketing team, headed by Assistant Director Crista Martin, revamped the dining services website at the start of the 2004/2005 school year with the help of mediumbold, a Boston based design studio. mediumbold systems designer Oriana Anholt stated that, "A major part of the project was defining the HUDS brand voice literally and visually through their website." Another fundamental component was the desire to meet the needs of Harvard's students, who also happen to be Millenials. The result is a website that offers substance with style and features short, easily absorbed sidebars with vivid graphics. For easy navigation the home page offers tabs for each of the four HUDS operating units: Residential Dining, Campus Restaurants, Crimson Catering and Crimson Cash and a quick link to the dining hall menus. This interactive menu is a key function of the HUDS website as it allows students to view their menu choices for the week, and to track the nutritional values of their selections. According to Anholt the greatest challenge was, "integrating the nutritional analysis and making it accessible". One click presents the full menu at a glance, checking boxes selects particular items generates their nutritional info as a meal or individually. Another popular tool enables students to order bag meals online for breakfast, lunch and dinner by simply clicking boxes. Other website selections include feedback submissions, catering inquiries and the chance for parents to share their child's favorite recipe from home. # # # Contact:Jami Snyder Phone: 617-496-4432 |
