Greener
Cosmetic Imperfection Produce and Organic Waste Recycling App.
Greener is an application that allows customers to purchase edible produce that supermarkets have rejected due to cosmetic standards at reduced prices. Additionally, it provides users with the opportunity to recycle their organic waste into fodder, promoting sustainable practices.
BACKGROUND
What problem am I trying to solve?
Significant quantities of edible produce are discarded due to cosmetic imperfections which do not affect their quality.
Lack of awareness and infrastructure for the consumers to participate in organic waste recycling.
INITIAL RESEARCH
Understanding causes of Food loss
We conducted extensive secondary research to identify the primary causes of food waste within the agricultural and distribution sectors.
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Overproduction
in Agriculture
Farms produce more food than demand due to inaccurate market forecasts and subsidy incentives.
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Transportation logistic Flaws
Deficiencies in storage and transport logistics cause food spoilage before reaching consumers.
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Cosmetic Filtering by Retailers
Rigid aesthetic standards by retailers for produce result in the disposal of large amounts of edible food.
Why is the problem important?
30-40%
Food waste
Over 20 pounds of food per person per month is wasted in the US.
Source: USDA
Methane Emissions
Mismanaged organic waste significantly increases potent greenhouse gas emissions.
Cosmetic
Pricing
Consumers often pay more for looks, not quality.
Source: EPA
Source: FAO
QUALITATIVE RESEARCH METHOD
Interviews
We conducted Interviews with consumers and farmers to gain deeper insights into their perspectives on grocery shopping, food waste, and the aesthetics of produce.
What the they have to say?
"I would definitely buy fruits and vegetables that aren't perfect looking if they're cheaper. It's all going to look the same in a smoothie anyway."
"If there was an easy way to recycle my organic waste that helped the planet, I would participate. Right now, it just seems too complicated."
"We throw out tons of produce because supermarkets want everything to look uniform. It's wasteful and disheartening because this food is perfectly good to eat."
Key Insights
Our team analyzed themes from the interviews to identify critical concerns related to grocery shopping, synthesizing these into clear insights:
Consumer Preferences
Preference for economically priced, aesthetically imperfect produce
Waste awareness
Lack of awareness about organic waste recycling potential.
PROBLEM STATEMENT
How might we effectively utilize cosmetically rejected food produce and encourage organic waste recycling to benefit consumers economically and support environmental sustainability?
Whose problem am I solving?
TARGET AUDIENCE
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Students and low-income families who seek more affordable food options.
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Environmentally-conscious individuals aiming to reduce their ecological footprint.
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Farmers who suffer financial losses from unmarketable produce.
Competitive Analysis
We analyzed existing competitors which revealed that several apps were only addressing the delivery of imperfect-looking produce.
Greener was designed with multiple functionalities:
Imperfect Produce Sales: Sells cosmetically rejected but edible foods at discounted prices.
Awareness Campaigns: Generates awareness about the potential uses of leftover food items.
Organic Waste Disposal: Facilitates the collection and repurposing of organic waste, integrating environmental sustainability into daily routines.
PROBLEM/ OPPORTUNITY SPACES
#1
Farm-to-Fork Promotion
Marketing cosmetically imperfect but edible produce rejected by traditional supermarkets.
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Waste repurposing
Collecting organic waste to convert into fertilizer, promoting a circular economy.
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Educational Initiatives
Enhancing consumer understanding of food's edibility and introduce creative food usage and storage methods.
Educating on proper organic waste segregation to facilitate recycling.
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LO-FI SKETCHES
Concept Development
In-Person Stores Concept:
Our strategy includes establishing physical stores where consumers can purchase produce that has been rejected for cosmetic reasons at reduced prices. Shoppers are provided with eco-friendly bags which they can use and return filled with organic waste. This collected waste is then recycled into farm fodder, helping to decrease agricultural waste significantly.
SOLUTION
Greener is a platform facilitating the purchase of rejected produce and the recycling of organic waste into useful byproducts, thereby promoting environmental sustainability and offering economic benefits.
Nearest Store & Available Foods
Enter your zip code to find the nearest store offering imperfect foods and view the fresh food options available. Search for specific foods to check their availability.
Recipe & Food Storage
Access recipes and food storage tips to optimize leftovers and prevent waste. Includes user-written articles, advice, and comments with step-by-step guides, videos, and images.
Recycling Organic Waste
Learn how to recycle organic waste for credits or points redeemable for future purchases. Track your credits/points with a member ID.
USABILITY TESTING
Key Insights and Learnings
Validating design direction & identifying opportunities for enhancements.
Process
We recruited participants within the age range of 21 to 25 and frequent users of shopping apps.
Methodology
Cognitive walkthrough
System Usability Scale (SUS) questionnaire
Tasks Evaluated
1. Add a carrot to your shopping list.
2. Read a tip article, save it, and locate it within saved articles.
Results
Cognitive Walkthrough Findings
Problem 1: Difficulty understanding the waste segregation process.
Solution: Added a detailed explanation page on store operations and waste segregation.
Problem 2: Confusion over the shopping list feature since online shopping is not available.
Solution: Conducted an in-person test run to simulate shopping experience with real-time produce updates.
System Usability Scale:
The score was 92.5
Participants found the app straightforward and intuitive to use.
Scores were consistently high, indicating satisfactory usability.
LIMITATIONS
Online Shopping Restriction
Users can only browse, not purchase, which may confuse the app’s purpose.
Waste Segregation Complexity
Difficulties in segregating non-compostable waste could increase complexity.
TAKEAWAYS
Things that I learned
One of the most profound insights was the importance of changing how people perceive cosmetically imperfect produce. Through this project, I learned that effective design can play a crucial role in rebranding these items from waste to valuable resources, thereby shifting consumer attitudes and behaviors.
Working with a diverse team emphasized the importance of incorporating different perspectives to refine and enhance our design solutions effectively.