OddlyEarth
Oddly Friendly Fruits and Vegetables
PROJECT TYPE
UX · UI
WORK TYPE
Personal Project
TIME
June - July 2023
TOOLS
Figma, Miro
ROLE
Researching,
Ideating,
Designing,
Prototyping
Overview
A direct sales channel service for small-scale farmers to sell their "ugly" yet perfectly edible produce to consumers, thus reducing food waste and its environmental impact. Consumers can enjoy fresh, affordable produce, while farmers establish brand visibility, a loyal customer base, and a sustainable environment where all farm produce is valued.
Design Process
For six weeks, I worked on a UX project broken down into three main parts: Exploring, Understanding, and Solving. I studied current problem with the ugly produce, then created a simple design for the user interface to solve these problems effectively.
Ideation
EXPLORING
Desk Research
Competitive Analysis
Problem Definition
EXPLORING 01
Desk Research
To understand the current challenges with 'ugly produce', I collected and analyzed information on the existing situation. Around one-third of the world's food supply, equal to 1.3 billion tons, goes to waste annually, resulting in a loss of $1 trillion and contributing to 8% of global greenhouse gas emissions. This waste is not only a loss of resources but also a major environmental concern. These findings emphasize the need for innovative solutions to reduce food waste.
The "Ugly Produce" Dilemma
The problem of food waste is worsened by the significant amount of 'ugly produce' - fruits and vegetables that are thrown away simply because of their appearance, despite being perfectly edible. Further research indicates that, on average, 11.8% of fruit and vegetable production is discarded because it is classified as non-grade due to appearance. This equates to approximately one-third of the total production cost, which is between 1.54 and 3.85 billion USD.
Customer’s Insight on Ugly Produce
Research shows that 39.5% of consumers haven't bought ugly produce, often due to misconceptions about its quality and the time-consuming purchasing process. There's a clear need for more accessible information and marketing strategies to increase ugly produce consumption.
Insight
Reducing food waste, especially of 'ugly produce', requires a platform for consumers to access it. This will not only help reduce waste and environmental impact but also increase access to affordable, nutritious food, addressing key environmental and economic concerns.
EXPLORING 02
Competitive Analysis
During the exploration phase, I conducted a competitive analysis of current e-commerce services in the 'ugly produce' market to evaluate existing services and refine my project concepts. Most companies inform their customers about the advantages of buying 'ugly' produce to some extent. However, they lack real-time environmental impact metrics and community-building elements. Filling these gaps could substantially enhance customer engagement and loyalty while empowering farmers, thereby fostering a more cohesive and sustainable food ecosystem.
EXPLORING 03
Problem Definition
What is the current problem?
Sustainable Ecosystem Need: Significant food waste causes serious economic and environmental issues, highlighting the need for a sustainable ecosystem.
Perfectly Edible Food Waste: A large portion of food waste is 'ugly produce', discarded due to appearance but still edible.
Consumer Hesitation: Misconceptions and lack of knowledge about purchasing 'ugly produce' lead to consumer avoidance.
Promotion Gap: Inadequate environmental impact awareness and limited farmer-consumer interaction impede consumer engagement with 'ugly produce'.
develop an app to support small-scale farmers financially and reduce environmental impacts caused by food waste and resource inefficiency by promoting 'ugly' produce?
How might we….
Understanding
What does consumers experience while purchasing grocery?
Interviews
Affinity Diagram
User Modeling
Story Board
UNDERSTANDING 01
User Interview
INTERVIEW
I spoke in-depth with two regular buyers of 'ugly produce,' one who has never bought it, a Ph.D. student in horticulture, and an agriculture economics professor from Seoul National University. The interview was structured into four main sections: Basic Information of the Interviewee, Experience Purchasing Agricultural Products, Experience with Purchasing "Ugly" Produce, and Relationship Building with Farmers. This format allowed for an in-depth exploration of the consumers' experiences and attitudes towards grocery shopping, particularly focusing on their perspectives on "ugly" produce and their interactions or connections with farmers. The questions were designed to gather insights into consumers' buying habits, their reasons for choosing certain types of produce, and their views on the importance and impact of building relationships with the people who grow their food.
Duration: 45 minutes
Number: 5 People
Interview Method:
3 people by face-to-face
2 people via Google Meet
Respondents Type:
3 consumers
2 agriculture experts
Impact of Inflation
Many consumers are feeling the impact of higher veggie prices due to inflation which makes them to consider cheaper food choices.
Attitudes Towards 'Ugly Produce'
Perceptions of 'ugly produce' vary. Some consumers see it as inferior in quality, while others are willing to purchase it for its lower price.Direct Farm-to-Consumer Sales
Consumers show interest in direct sales from farms but express concerns about the complexity and time involved in these transactions.Lack of Information
Consumers are aware of the concept of 'ugly produce' but lack comprehensive knowledge about its positive impact and where to obtain it.Uncomfortable Experience
Consumers want to explore new veggies and fruits but feel uncomfortable with unfamiliar products and do not know what to do with them.
EXPERT INSIGHTS
Donghwan An, Professor of Agricultural & Resource Economics
at Seoul National University
CONSUMER INSIGHTS
"I once encountered a farmer selling ‘ugly‘ sweet potatoes during a family trip. They were so delicious that I had to search and follow him on Instagram for my annual purchases."
Dasol Kim, Ph.D. Student in Horticulture
at Seoul National University
Farmers' Economic Challenges
The primary concern is the limited income from agriculture alone, emphasizing the need for diversified income sources for farmers.Small-Scale Farming in Korea
Compared to countries like the USA, Korean agriculture is mostly small-scale, necessitating alternate income sources beyond traditional farming.Policy Shifts
There's been a policy shift towards creating opportunities for farmers to earn income outside of agriculture due to the limitations of increasing income solely from agricultural production.Direct Sales and Branding
Direct sales and individual branding by farms are beneficial as they can bypass intermediaries, offering higher prices for producers and lower prices for consumers.
“With inflation, I just need affordable vegetables. Once they're cut, their appearance doesn't matter anyway.”
“For me, the unusual appearance raises some doubts about its quality. I wish the platform would provide more information about these products to help overcome my fears.”
UNDERSTANDING 02
Affinity Diagram
To figure out what consumers need, I put together an Affinity Diagram using interview responses. It grouped things into farm problems, perceptions and interests in direct selling and 'ugly' crops, and the needs for these.
Consumer Purchase Behavior: Consumers prefer offline shopping for quality assurance but use online platforms for convenience, heavily influenced by the ease of access and product reviews.
Value vs. Impact: While price sensitivity is dominant, there's a willingness to purchase 'ugly produce' for its cost-effectiveness and positive environmental impact, especially among younger consumers.
Online Shopping Dynamics: Online produce purchases are significantly influenced by the presence of detailed reviews and ratings.
Consumer-Farmer Engagement: Consumers discover and connect with farms through social media, especially Instagram, following farms they've encountered online or offline for repeat purchases.
The main stakeholders in the current agricultural market – farmers, retailers, and online marketplaces – face distinct challenges. The 'flow & cultural model' was developed to address these challenges, particularly concerning the sale of 'ugly produce.'
Challenges stakeholders are facing
Farmers:
Struggle with direct sales to consumers due to geographic and marketing limitations.
Often depend on intermediaries like retailers.
Difficulty in establishing their own brands.
Retailers:
Tend to avoid selling 'ugly produce' due to perceived low product value.
Online Marketplaces:
Provide a platform for farmers to build a brand and connect directly with consumers.
Face challenges in advertising and fostering regular customers.
Insight
Farmers face a complex set of challenges in marketing and selling 'ugly produce', but also have significant opportunities for growth and innovation, particularly through online marketplaces and a cultural shift in consumer buying behavior.
UNDERSTANDING 03
Flow&Cultural Model
Our e-commerce platform supports small-scale farmers by selling "ugly" produce, promoting sustainable agricultural practices, and reducing food waste. At the same time, we make it easy for consumers to access fresh, nutritious produce, creating a win-win situation for health, the environment, and the farming community.
UNDERSTANDING 04
Outcome
Key Features
Drawing from the insights gained in the Exploring and Understanding stage, I've identified and developed key features of our service that directly address the specific pain points and needs of both farmers and consumers.
The service's user flow was designed to organize content, aiming for a smooth and straightforward user journey.
UNDERSTANDING 05
User Flow
The storyboard was designed to gain a deeper understanding of both consumers and farmers. By exploring each perspective, it aimed to identify where their needs intersect. This approach allowed for a clearer comprehension of both user and farmer viewpoints. Ultimately, it highlighted that what matters most is not just the aesthetics of the crops, but aligning with the consumer’s desire for healthy, reasonably priced produce and the farmer's wish to ensure their carefully grown crops are not wasted, but rather used and appreciated by people.
Farmer
Consumer
UNDERSTANDING 06
Story Board
Low-fi Wireframe
Solving
After identifying pain points and needs, I extracted functions and based on this, I proceeded to design mid-fi and high-fi using the iOS design system.
High-fi Wireframe
Visual Design
Prototyping
I created a low-fidelity (low-fi) prototype of the service to effectively arrange the design elements and features. This low-fi version showcases the basic structure and functionality, providing a clear visual representation of the user interface and user experience before moving to more detailed design stages.
SOLVING 01
Low Fidelity
SOLVING 02
Visual Design
COLOR
I chose to use the color orange as its primary color to convey a sense of freshness and vitality and attract attention.
#E7733F
#FF6819
#F1C34B
#FFF9ED
FONT
SOLVING 03
High Fidelity
A high-fidelity (high-fi) prototype was developed based on the low-fidelity to more intuitively engage consumers with farmers and 'ugly produce.' My aim was to create a fun and attractive design that appeals to value-driven consumers, enticing them to try the product. This approach focuses on blending aesthetic appeal with ethical consumption, targeting those who prioritize value in their purchasing decisions.
Feature I: Home
The Home page informs consumers about the positive impact of purchasing 'ugly produce' encouraging informed and conscientious purchasing decisions.
Promotes positive effects of the ugly produce
Shows real-time tracking data of how their purchase is impacting the environment
Feature II: Social Networking Service (SNS)
The SNS page connects farmers and consumers directly, fostering a strong community and promoting transparency in food production.
Intoduce new recipies for “ugly” produce
Feature farmers who practice sustainable farming practices
Super Farmer have an outstanding track record for providing a great customer experience and sustainable farming practices
Feature III: Shopping
The Shopping feature lets customers buy discounted 'ugly' crops.
Introduces farmers who have shown sustainable farming practices and include details about discounts and reviews.
A 'mystery box' introduces consumers to seasonally appropriate vegetables.
Feature IV: My Page
My Page is a personal space where users can keep track of their "ugly" produce purchases. This fun gamification page further motives eco-friendly choices.
Earn stamps for trying new fruits and veggies.
Track purchases, find recipes, and learn about unique story behind the produce.
The users are assigned with different levels based on the amount of "ugly produce" they save.
Reflection
This was my first UX project, which was inspired by my background in agriculture. I applied UX methods of research and design thinking in order to solve what I knew to be a problem for small-scale farmers. Discovering that I can solve more direct and people-oriented problems using HCI motivated me to shift my career focus. This project reflects the kind of problems I want to tackle.
If I had more time, I would consider how the app can enhance access to 'ugly' produce through data utilization. How much do customers want to know? What is the most effective gamification or visualization method for it?
