This project was selected from the 2021 Open IDEO Food Systems Game Changers Lab to become part of the Thought For Food Solutions Accelerator Programme as part of a global solution to catalyze system-level change towards healthier, more sustainable and more equitable food systems.
In order to fully understand the current issues and focuses in this area, I dove into research with a threefold approach by conducting industry research, expert interviews, and immersive research.
For the industry research, I began by reading about global food sustainability, followed by more focused research into underlying topics including agriculture & farming, waste management, food processing & transportation, distribution & sales, and nutrition & food science. Lastly, I studied impacted areas including hunger, nutrition, culture & community, biodiversity, climate change, and economic factors.
Next, I surveyed and interviewed food experts and food consumers to learn first-hand what challenges, concerns, and thoughts they had on sustainably growing, distributing, and consuming food. The experts I chose were chef & restaurant industry workers, farmers & business owners that supply local goods, government representatives for global food programs, and individuals passionate about eating and living sustainably.
Following the interviews, I visited a local farmers market to observe the interactions and conversations between the vendors at each booth and those shopping their products, and spoke with several of the vendors about what they were selling in order to to understand what sustainability considerations, if any, went into production and distribution.
Research revealed diverse opinions and user needs, which meant there were a number of ways in which an app could benefit stakeholders in the sustainable food market. In order to organize this information and further refine the best solution, I created a user matrix matching each stakeholder to their needs. This allowed me to identify patterns among the group and begin to form ideas on what information the app should include and who might benefit most from its use.
Next, I created a food system map to show the interconnectivity of these stakeholders, which helped me identify a user group that was connected throughout the system and had the ability to make the largest impact by using the app.
Research proved that individual consumers were the best target user for an app. Not only are they the eventual recipients of the food provided by the industry, but more importantly, they control the demand. Targeting individual consumers would help ensure food decisions are well informed, creating a shift in behaviors and expectations, and thus increasing demand for more sustainable practices and products.
An app for individual consumers would also be able to deliver on all project goals by connecting consumers with those who provide food in a way that is attainable, accessible, and scalable. It meets the needs of both provider and consumer by aligning their goals so they can work better together toward a more sustainable future.
Although the app has the potential to be implemented on a local, national, or global level, I chose to explore options on a local level in order to manage practical implementation, provide the space to explore, learn, and innovate, and ultimately improve the potential for success as it scales.
I mapped interactions for each user and determined that for local implementation, the conscious consumer would be the primary user of the app, since it might also capture the traveler and parents & children demographics.
The conscious consumer is interested in fresh, healthy ingredients, supporting local, and doing what's right for the environment.
Knowing how the conscious consumer might use the app, I now had the information I needed to begin structuring the layout. I started by creating a sitemap that represented all of the categories the conscious consumer was interested in, focusing around food sources, education, and community connection. Following blended results from an open card sort on a broad assortment of pages, I decided to simplify the map and start with fewer main categories that are easier to navigate.
The final sitemap below has been designed for simplicity and scalability.
From the content in the sitemap, I began to imagine how the information would lay out on each screen and how the conscious consumer might navigate through the options. I started by sketching each screen in the sitemap, followed by a series of mid-fidelity wireframes to give more structure and hierarchy to the design.
As I began to imagine how the site should look and feel, I also wanted to validate that the content structure was just right for the conscious consumer. I created a few high-fidelity UI screens to test an event RSVP flow and hosted the prototype in Maze. I sent out a call for testers who are in the food industry and/or are focused on sustainable living.
With the feedback and testing results in hand, I made adjustments to the prototype UI screens and proceeded to refine the brand name and logo, and design the remaining screens.
A total of 47 screens were created, including the 9 shown below. Priority content focused on sustainable food sources and dining, creating connections with others in the community, and invitations to local events and activities that promote sustainable lifestyles.
When I began this journey, I could scarcely imagine what good I could possibly do that would make an impact on this very broad and far-reaching issue. It seemed an insurmountable challenge, but a worthy cause that I was willing to explore to the end to see where it would lead. With the tiny radicle as my inspiration for what might be possible, I set out to learn what I could from experts all across the industry.
What I found is that there is much to know, and the impact reaches far beyond the supermarket to preservation of our cultures, equality, economy, and global health and wellness. I found that there is a desire for the results, but little understanding of how to make them happen. For most of us belonging to the general public, we don't do more because the information is missing or overwhelming, and it's hard to understand where to start or to believe that we as individuals can make an impact.
As a designer, I have the power to create solutions that give people options they didn't have before; options to do what's right; options to make attainable, well-informed choices; options that keep us growing; options that respect our traditions; and options that ensure everyone can thrive and live healthy lives.
As with design, sustainability work is never truly done--only made to be closer to the goal with each small change. However, also much like with design, even small changes can make all the difference.
If you'd like to see the full set of screens, check out my design file in Figma.
This project has been selected from the 2021 Open IDEO Food Systems Game Changers Lab to become part of the Thought For Food Solutions Accelerator Programme, where I will collaborate with thought leaders from around the world to catalyze system-level change towards healthier, more sustainable and more equitable food systems.
I am currently pursuing new opportunities and would love to meet you! Drop a line to find out what we can accomplish together.
