Wicked Solution for a Wicked Problem: Food Sustainability

UX Researcher

UX Designer

Figma

Medium

Slack

Brief:

Deadline: Approximately a week;

Main focus: User Research;

Challenge: Ideating solutions to a complex problem that is impossible to solve with one solution alone;

Goal: Finding two possible solutions (one physical and one digital) for this issue through research.

From research to solutions:

Methods employed

CSD Matrix;

Secondary research;

Interviews on local market food sellers and on buyers;

Affinity diagram;

Empathy maps;

Key Insights:

Sellers at the markets did not grow their own food, however they were as close as possible to the growth process of the food they sold;

They had a strict 24h sell circuit, which meant that after a day at the market all the food they didn't sell they would take home to preserve or distribute to relatives/friends;

Due to this they have a lot of insights on food sustainability and how to avoid waste, as well as a lot of tips for people to buy smarter and responsibly long term;

However, the sellers felt that people in general weren't interested in getting this knowledge;

Meanwhile the buyers were interested to know more on how to become more sustainable but didn't know where to start;

They were aware that supermarkets were unsustainable but they couldn't deny their convenience;

Consumers felt bad every time they wasted food, and wished they could do better;

Quote from one of the interviewees

Problem Statement:

"Problem statement" and "how might we"

Solutions and Implementations:

For our physical solution we decided to go with a community building idea. During concept testing, people suggested adding a few improvements such as:

Governmental Aid;

Food Bank partnerships;

Creating a Recipe book with other preservation tips every X sessions or per season.

Physical and digital marketing campaigns;