How we faced to a wicked problem about the food sustainibility

“In the last few decades, people have become more aware of the importance of good nutrition. But organic food is not accessible to everyone, and is often only available to people who can afford it.

Photo by Viki Mohamad on Unsplash

As a UX/UI Design student, we worked together on the whole project.

What are we talking about?

To get a feel for the problem, we first gave ourselves 15 minutes to think about the problem and our understanding of it.
I suggested using the miro tool, which many people already use, to write down and present orally what each of us thought about the problem.

Notre 1er travail de comprehension du problème
  • Price : too expensive : local produce is not affordable, understand how to reduce the price of local production
  • Information : Difficult to identify what is seasonal or not, understand why this is more expensive, (transportation, materials), local production have no visibility, no price comparison tools
  • Accessibility : Supermarket are more accessible (closer and cheaper), they can come from far away

Secondary research

In order to obtain information on the subject, we all carried out research without assigning ourselves a specific theme to the problem. Our aim was to collect a lot of information and then present our research and identify together if there were any common trends.

Our CSD matrix

Qualitative study

Given the context of the study, a qualitative study was needed to understand how people shop and the problems they face.

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  • Intro
    Age, employment status, marital status, where they live,
    Who mainly does the food shopping in your household?
  • Habits
    – Frequency of purchase, budget,
    – Preferred place(s) of purchase and why?
    – Daily food shopping, Criteria to make their choices
    – Causes most important
    – Aligmment of purchasing habits with their personal values/beliefs
    – Do they pay attention to the products they buy when shopping? If not, why (lack of time, prejudice etc)?
    What information do they pay attention to when buying a fresh product?
    What do you think of the information (origins, producers, …) on the products/ or in the shop you buy? What would you like to see?
  • Seasonal products
    – Understanding of the concept of seasonal fruit and vegetables and the importance they give to seasonal products
    – But also the proportion of seasonal products in their purchases
  • Local production
    – Interest in knowing the ‘story’ of the produce they buy
    – What extent would having more information about the production and producers allow them to buy more local products?
    – Where do the products they buy come from? What prevents them from accessing this information?
    – What are their understanding of the concept of local products? Does it fit into the way they buy?
    – What level of information do they think they have access to as a consumer?
    – If it is important to them to buy local products
  • Price
    – What do they think about the price of local products? How do they explain this price?
    – Do they compare the prices of the fresh products you buy?
    – What do they think of a fresh product at a low price and at high price
    – What do they think of the prices of local products?
    – What leads them to say that a price is high?
  • Consumer impact:
    What would make them buy more local products?
    – What would stop them from buying local?
    – What would they like to improve in the fresh produce section of your supermarket?
    – What would you change about the organisation of the shelves?
    – What would be good to change about the labelling of local products?
    – What could be improved in terms of prices?
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  • Where are the design oppotunity ?
  • The design opportunity we choose to explore

Problem statement

Adults responsible for grocery shopping need a way to have more transparency on fresh and local products’ informations because they would like to choose the healthiest products and spending less time in store

Pain points & Key insight

Our analysis of the interviews, allowed us to identify the pain points and related key insight:

User persona

From the previous stage, we independently thought of a typical profile that represents the majority of customers.

Julie, our user persona

User journey

We established Julie’s journey (below) to complete her entire shopping experience.

Our user journey

Let’s brainstorm !

Photo by Luca Upper on Unsplash
  • product identification
  • product comparaison
  • Access to detailed information based on analysed data : composition, price and origins

And now, what does our solution look like?

Overall, when our user launches the application, they will be able to click on the button (screen1 ) to scan the desired product (screen2).
Once the product has been identified (screen 3), they will either be able to go directly to the product page or compare with a second product.

Userflow (low-fi)

Concept testing

To ensure that people buy into our concept, we presented the solution to the interviewees.

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