Grapeful
Empowering consumers to reduce food-waste.
Overview
Collaborating with a team of 3, I researched, designed, prototyped, and tested a mobile solution to reduce food-waste in the United States.
UX/UI Research & Design
Figma, Illustrator, Canva, Google Suite
2 weeks
Role
Tools
Timeline
Nearly half of all fruit and vegetables produced globally are wasted each year and end up in our landfills. In developed countries, a large quantity of produce is overlooked and thus, wasted due to cosmetic imperfections. There is a higher consumer standard of the appearance of food such as size, shape and color. It has been found that 30% of produce in North America is discarded because it is deemed “not pretty enough”.
The Problem
Grapeful is a mobile solution for the waste-conscious consumer, designed to incentivize and empower users to purchase produce that would otherwise be wasted at grocery stores due to aesthetic imperfections.
The Solution
Process
Research & Discovery
Problem Space
Secondary Research
Assumptions & Hypothesis
Define
How Might We?
Experience Mapping
User Persona & User Stories
Ideate
User Journeys
UI Research & Inspiration
Exploratory Sketches
Deliver
Solution Sketches
Lo-Fi Wireframes
High-Fi Wireframes
Interactive Prototype
Refine
Usability Testing
Quality Assurance
Desirability Feedback
A human-centered approach:
Research
Fundamental question: “Why does imperfect produce often go unnoticed and overlooked in developed countries?”
1.3 billion
tons of food wasted globally each year
60 million
fruits and veggies deemed “ugly” & wasted each year due to appearance
~ 69%
of people buy produce local
User Interviews
With this information, I gathered a group of regular grocery shoppers to gain insights into their produce selections. I asked questions like “How do you choose produce?”, “What makes produce undesirable to you?”, and “What would incentivize you to buy imperfect produce?”
Key Insights
Appearance
Visual appearance is a top priority to consumers.
Care
Consumers care about food-waste, but don’t know how to address it.
Incentive
Consumers would buy imperfect produce if incentivized.
Define
?
Clarifying The Objective
The key insights from our interviews helped further define and clarify the problem I was solving for:
Decrease the amount of food that is wasted due to appearance in grocery stores in developed countries.
How Might We…
incentivize waste-conscious consumers to purchase imperfect produce in order to decrease the amount of food that is wasted in grocery stores due to cosmetic imperfections?
Persona
Following the prioritization of user needs determined in primary and secondary research, I developed the following persona.
Meet Suzie Michaels
Following the prioritization of user needs determined in primary and secondary research, I developed the following persona.
This case study is currently under construction :)