How can CUESA reward people for being proactive and for changing their habits
How can CUESA effectively remind the public about new habits that will benefit themselves, those around them, and the environment
That is exactly how we solve the problem in order to help our business to reduce food waste. By designing a mobile application and applying gamification pattern we were able to:
Business side - Farmers from our clients market selling imperfect produce that otherwise would go on waste (No waste, more money)
Users’ side - It is beneficial for people and those around them, getting deals on organic produce, plus they earn even more by educating themself which will help the environment
Blueprint of where we are going
We started by educating ourselves about this global problem in order to help our client to solve it.
Iit’s hard to believe that, in a country where 40 million people face hunger every day, so over 1/3 of all food produced globally goes to waste. An area larger than China is used to grow food that is never eaten. Over half of all food waste takes place in the home and the rest is farms, consumer-facing businesses, and manufacturers.
What's wrong with that?
So, the bad news is we are half the problem. But the good news is… this means we can be half the solution!
To dig dipper into we wanted to see what others currently do about it. We have found both Competitors & Comparators to get some inspiration on what our solution could or couldn't include.
We were really focused on prevention methods and education. Some of the big grocery providers not directly fighting food waste, well they know about compost, that's good, but by that time your compost food is already “wasted”. CUESA currently partnered with Food Runners, so rescue isn't something we are looking for. Our client also has one vendor Ugly Pickle that uses imperfect produce for reproduction.
There were two really interesting ideas:
We know about the problem, we know about the market, but what about our user?
While trying to set up a Zoom interview, a brilliant idea came to my mind. Our client CUESA had farmers market that Saturday, fortunately, is considered an essential business, so it was still happening, As we wouldn't miss such a great opportunity to talk to our real users right there: people at the market, vendors and even farmers. So, I and another UX Designer from my team grabbed our notebooks, voice recorders and went old-fashion way to talk to the strangers at the market.
Total of 10 great conversations: 3 Vendors, 3 Clients of the market, even had a chance to catch Food Runners who has been trying to solve this problem for 11 years, and a couple of virtual interviews. Asked questions about purchasing and food waste habits to learn whether people are currently doing anything to prevent food waste (if yes then what, if no then why) and to get inspired by what could make it better.
Gathered a large amount of insightful data, here are key takeaways:
Since we were ahead on the project with research deadlines, i conducted a survey focusing around people grocery shopping and food waste behaviors to learn even more about them to empathize better.
14 multipurpose questions and 63 participants let us identify a lot during a short amount of time:
We had a couple questions in our survey that were open-ended and we have collected over a 100 individual responses, in order to see trends or connections between one another we put responses on the sticky notes and started organizing them by themes:
- For those who already doing something to prevent food waste get inspiration to do more if they knew their social/environmental impact
- And the rest spat into "I wish I knew how to" and "I wish it was easier"
- And of course, nothing motivates like Rewards
- Most of the people not aware of any educational material around food waste
I can't disagree, if I didn't work on the project I would probably never learn how "Best by" labels are misleading.
If you are reading this tell me if you knew that: Eggs last 3-4weeks past the“sell-by” date. Milk lasts 7 days after the best before date. Yogurt lasts 2weeks after its expiry date. 'Best by" doesn't mean "Safe by"
Who are we designing for? Thorough user research, analysis, and strong synthesis through an affinity map helped us to empathize with our users, we needed to solve the problem.
We know business needs are mainly to help revenue of the individual vendors and prevent loss of inventory.
We also know that our target user goals to get quality products at a value along with supporting local businesses, and incentives.
If we consider both sides, we can waste less good quality produce and foster a positive engagement with customers at the farmers market.
There is limited accessibility, engagement, and incentive or motivation to change the habit of reducing food waste, which impacts the public themselves and the environment.
If we apply technology to make it easier to learn and earn incentives to keep food waste out of the landfill, we can propel people into action for changing their habits for reducing food waste.
In Design Studio, collaboratively, we were able to brainstorm numerous features to solve our problem, but we needed to think about what's important now.
MVP is one of the most important lean techniques. It's a bare-bones version of a product that is required to achieve proof of concept.
Keeping in mind time constraints, business goals, and our target user we knew we had to start with a design that has the most impact and low expense. Plus we didn't want to have a "Swiss Army knife"
- Will it work? in order to answer this question, we needed something to test.
Our creating process started earlier in our collaborative design studio where we were able to sketch out our initial concept. Since it wasn't something we could measure we started Wireframing
We didn't need colors or content, we just needed to see if our app is clear, functioning properly and if the user navigating easily. Received a lot of feedback, a good thing we could implement that in early stages.
Based on feedback from the user we were able to implement changes to a Higher Fidelity prototype. I was responsible for the visual aspect and the content, created informal Style Guide and components and we moved forward to prototype our solution.
A great product isn't just a collection of features. It's how it all works together
The product wasn't about putting quick bandaids, it was about long term goals. We didn't stop people food waste habits, we made it easier for them to change them, so they could benefit themselves, those around them, and the environment.
As deeper research as a better solution. Our research was so thorough that it was so easy to come up with the solution. I would even say that we had so many ideas on how to solve it that we were having a hard time deciding which design to approach.
I also want to mention, it was definitely a project that has changed the way I live. I wasn't just working on a solution for the business, I was introduced to a problem that is out there every day in our world. I have learned a lot and I definitely left inspired to continue this journey.