Figure 1.
The diagram titled Marketing-driven framework is organised into three vertical sections labelled Shifts in focus, Shifts in process, and Shifts in outcome. Under Shifts in focus, a heading reads Extending food product design toward food experience design. Two boxed areas are connected by a right-pointing arrow. The first box is titled Product-centric perspective and lists Food tangible features, Food as nutritional state, and Food cognitive rationality. The second box is titled Consumer-centric perspective and lists Food experience stages, Food as an experiential journey, and Food emotional pleasure. Under Shifts in process, a heading reads Extending food design thinking toward food experience design thinking. Two boxed areas are connected by a right-pointing arrow. The first box is titled Traditional approach to design thinking and lists Empathize. One-dimensional empathy, Define. Problem statement, Ideate. Top-down idea generation, and Prototype testing. Real visualisation. The second box is titled Experiential approach to design thinking and lists Empathize. Multidimensional empathy, Define. Holistic assessment of problems, Ideate. Consumer-centric collaboration, and Prototype testing. Virtual visualisation. Under Shifts in outcome, a heading reads Extending functional and economic benefits toward food well-being outcomes. Five boxed sections are listed vertically. The first is Food availability: Creative distribution channels minus Mitigate food deserts minus Enhance availability for all consumers. The second is Food literacy: Knowledge-based food design minus Enhance societal food literacy via education minus Enhance individual food literacy. The third is Food socialisation: Commensality and food social integration minus New immersive technologies A R slash V R minus Food online sharing. The fourth is Food policy: Achieve food policy goals minus Encourage compliance minus Prevent unintended consequences. The fifth is Food marketing: Shift to experiential marketing mix open bracket 7 E s close bracket minus Adopt immersive market research methodologies minus Consider a new setting hyphen phygital.The extended FED approach (Dotted lines mark conceptual updates)