Food Sustainability : UI/UX Case Study

with Jordane Lelong, Guillaume Huchet and Kevin R.

PROBLEM

In the last decades, there has been a rise in consciousness on the importance of good nutrition and the responsibility that individuals have to provide themselves with good food. Organic food is not accessible to everyone, being restricted to those who can actually afford it.

Supermarket chains and other big companies benefit from the organic food market and conscious customers, but don’t actually solve the situation — they just make the gap and the impact bigger with unsustainable models. How Might We help communities access the seasonal produce of their region, fueling fair and honest relationships between producers and customers while ensuring food safety for all?

OBJECTIVES

Our goals for this UI/UX case study were to :

1. Analyze study about food sustainability
2. Conduct interviews with producer and customers to confirm pain-points or uncover new ones
3. Prupose an idea to solve a ou several pain-points
4. Deliver a mid wireframes with a digital solution

WHY FOOD SUSTAINABILITY IN FRANCE

France is the 2nd country of Europe to dedicate a huge part of its lands to organic culture. 14% of french people bought organic food everyday. Especially since lockdown caused by Covid-19, the willingness to buy local and organic.

LOCAL PRODUCERS AND CONSUMERS

We need to understand both sides : local producers and consumers. 4 interviewed people are 2 organic wine producers and 2 consumers of sustainable food.

With an infinity diagram and interviews, we found two importants axes : trust issues in organic labels and lack of information about where to buy in a sustainable way, about the origin and production process, mainly because of marketing strategies leading people to buy suspicious “organic food”.

PERSONA

We chose the side of consumers to solve the problems of lack of information and trust issues. We create a user persona with the information of interviews : Charlène, a busy green yogi.

She wants to cook lasagna. She goes to a supermarket, because she’s busy. She feels lost with available products. Producer’s information is not provided. She buys veggies even if it follows her criteria. She’s not happy with products taste. She loses trust in quality and in organic labels from supermarket.

Problem statement

Charlène, a busy green yogi, needs a way to shop local organic food with clear and reliable information about the origin and producer’s ethics, because she wants to eat healthy while protecting the environnement and the local economy.

Findings and wireframe

Design opportunity

We found three design opportunities :

• Inform the user about possible products according to season
• Provide transparency and deliver information about local product: origin, production process, producer’s ethics
• Provide a platform where consumers can build trust towards produce

IDEATE

We want to deliver a digital solution with three ideas : Tinder with local producer, Uber for local producer and social app about food.

Meet my farmer

The application makes it possible to match with producers as on tinder.
We bring together producers and neighbours who want to buy from the same producers.
Users can offer shopping to neighbours to combine travel costs. They can also add themselves to a programmed trip.

CONCLUSION

It’s social app to meet consumer with producer and neighbours that they want to shop in the same producer. This app is not an e-commerce.

We would testing the idea and app. To improve application, the following should be added a payment method to share the bill like lydia and PayPal. The selection of the producer has not been defined. There may be a system of selection by a committee or the possibility of consumer advice.