OVERVIEW

 

The project aimed to apply Design Thinking methods and tools to create a service related to Waste Management. Our group started the research with the following statement: Designing what nobody wants to see. My team and I decided to focus on domestic food waste that with 220.56 LB of waste every year is the highest source of waste in the United States.

Amazon Smart Grocery Plan is a smart tool for reducing your domestic food waste. It is an add on service for Amazon Prime users that shop at Whole Foods and pay through Amazon Pay. 

ROLE

Strategy

UX Research

UX Design

TIME

10 Weeks

Fall 2019

TEAM

Aashna Poddar

Sofia Telatin

Oliver 

TOOLS

Indesign

Sketch, Figma

Invision

Premier Pro

 

PROCESS

We as a team implemented the design thinking process as a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems, and create innovative solutions to prototype and test. Involving five phases—Empathize, Define, Ideate, Prototype, and Test—it is most useful to tackle problems that are ill-defined or unknown.

EMPATHY

DEFINE

IDEATE

PROTOTYPE

TEST

Observation

Survey

Interviews

Enthongraphic

 Personas

 Journey Maps

Key Insights

Ideation session

Decision Matrix

Value Proposition

Service Map

Concept Wireframes

Concept testing

Information Architecture

Hi-fidelity prototype

User Testing

Feedback

Road map

PROBLEM STATEMENT

00

The study, published in the American Journal of Agricultural Economics, found that the average U.S. household wasted 31.9% of its food. The total annual cost of the wasted food was estimated to be $240 billion or $1,866 per household. The data came from the U.S. Department of Agriculture's National Household Food Acquisition and Purchase Survey (FoodAPS) and included 4,000 households.   

How might we help people remember the food they bought before it should be thrown away?

 

SECONDARY RESEARCH 

01

Using key facts as a tool to find out more data regarding waste management, we discovered that food and cardboard waste are the ones that generate most waste according to EPA (Environment Protection Agency, 2016). Domestic food waste is thrown away the most, thus food waste shows opportunity.

PRIMARY

RESEARCH 

02

ONLINE

SURVEYS

41

IN-DEPTH

INTERVIEWS

18

After finding interesting opportunities during our secondary research. We decided to run an online survey and some in-depth interviews to understand the user's pain points before, during, and after the grocery shopping process. To help us further investigate food waste and habits we first create an online survey.

ONLINE

SURVEY

In order to gather quantitative data, we created a survey that was local grocery shoppers in Savannah. These results pointed me towards the basic direction of the problem.

90%

 

Of surveyed people goes to the supermarket to buy

groceries

85%

 

Of surveyed people buy fresh and frozen food the most

61%

 

Of surveyed people throw away the fresh food often

52%

 

Of surveyed people sometimes are confused by labels

Once we had a general idea about the pain points from the survey, we wanted to gather deeper insight into the problem. As a follow up to the in-depth interviews, we did ethnography research in the users’ space, in this case at home. The interviews were useful to have a point of view of the users in their own place.

  “ I wish I waste  
  the less”  

QUALITATIVE

INTERVIEWS

  “Most of the time I don’t  
  know what I have at home”  

  “We feel that we waste $100 a  
  month
in food waste”  

  “ Expiration date (…) Cannot  
  really see them sometimes ”  

ETHNOGRAPHIC

& FIELD VISIT

  “(…) I forgot is in  
  there”  

  “(…) not use enough of
the food that we bought” 
 

AFFINITY

MAPPING

03

With the collected data, we created an affinity diagram to understand how to prioritize the pain points that arose. We used data points from secondary research and an online survey as our quantitative data and we used queries and insights from in-depth interviews and ethnographic study to sanitize our data.

KEY

INSIGHTS

04

Affinity mapping led us to sort data points to insights and allows us to look for the problems that need to be addressed in order to solve the problem. As a conclusion, we narrowed down to these seven insights where the biggest issues ended up being Awareness - People tend to forget what food they have, Visibility - Sometimes food gets lost in the fridge or cabinets, Shopping Habits - People tend to buy more than its needed.

People use senses to select and identify edible food

People find nutrition
labels confusing,
incoherent and

in-consist

People store food in
cabinets and fridge
the most

People struggle in finding the location and readability
of expiration labels

People don’t sort
the food when they
throw it away

People sometimes are
forced to buy more than what they need

People tend to forget what they have in their fridge and cabinets

 
 
 
 

PERSONAS

05

Analyzing the potential user of our problem would be the next step. We decided to have two types of personas: a family and a singular individual.

USER

JOURNEY 

06

After defining our personas we developed two customer journeys. The first one, where the personas are not using our service/solution and the second one, where the personas start using our service/solution.

 
 

IDEATION

SESSION

07

We brainstormed 4 ideas each. For each idea, we set a time of one minute. The rule was that drawing has to be the main communicator. After ideation, we went back and cluster similar ideas. After identifying the problem statement, we started ideate possible solutions. We draw each solution in one paper.

IDEATION

TAKEAWAY

The solution that came out from the ideation the session could be categorized into three main categories: a solution connected with a smart grocery list, smart packaging and smart stickers applicable directly to food.

ETHNOGRAPHIC

& FIELD VISIT

DECISION MAKING

MATRIX

08

We brainstormed 4 ideas each. For each idea, we set a time of one minute. The rule was that drawing has to be the main communicator. After ideation, we went back and cluster similar ideas. We decided to keep working on principle
number 1 and 2. On the other hand, we decided to not keep working on waste because we felt that people’s habits related to this problem were influenced by the location.

CONCEPT

SKETCHES 

05

To test our solution we organized a workshop with 10 people. The workshop was divided into two main phases: the first part was dedicated to simulating the grocery shopping experience as-is; the second part we tested the same experience
but this time with our solution.

SERVICE 

MAP

05

To test our solution we organized a workshop with 10 people. The workshop was divided into two main phases: the first part was dedicated to simulating the grocery shopping experience as-is; the second part we tested the same experience
but this time with our solution.

VALUE

PROPOSTION

05

To test our solution we organized a workshop with 10 people. The workshop was divided into two main phases: the first part was dedicated to simulating the grocery shopping experience as-is; the second part we tested the same experience
but this time with our solution.

FOR

family and individuals who shop at Whole Food

WHO

are looking for being more mindful with the food they have

OUR SERVICE

Amazon Smart Grocery Plan is an add-on service

PROVIDES

new opportunities to improve users buying, storing and food wasting habits

UNLIKE

the current scenario users tend to forget what groceries they have shopped due to reckless shopping and end up throwing away lot of food

OUR SOLUTION

is an opportunity to learn mindful shopping, get to know what user have at home through intelligent reminders which will support personal and social change towards a reduction of domestic food waste

IDEATION

SESSION

07

We brainstormed 4 ideas for each insight. For each idea, we set a time of one minute. The rule was that drawing has to be the main communicator. After ideation, we went back and cluster similar ideas. After identifying the problem statement, we started ideate possible solutions. We draw each solution in one paper.

The solution that came out from the ideation the session could be categorized into three main categories: a solution connected with a smart grocery list, smart packaging and smart stickers applicable directly to food.

IDEATION

TAKEAWAYS

AMAZON SERVICES

SMART

GROCERY

LIST

BEFORE

DURING

SMART

PACKAGING

DURING

SMART

STICKERS

DURING

DECISION MAKING

MATRIX

08

To decide which solution was the most feasible in terms of technology, usability, and value we analyzed each solution with the help of a diagram. Each of us gave a score and then we combined them. We decided the diagram into 3 main categories: tech, how is the technology level, value, what is the value-added and usability, how a user friendly would be the service/product. 

 

 

After analyzing the diagrams we discussed and compared them to find opportunities for our final solution. The smart grocery list at this time was the one that showed more opportunities to succeed. In particular, if linked with amazon services. In addition, in this way, we will be able to cover the before, the during and the after of the user experience.

SMART

GROCERY LIST

SMART

PACKAGING

SMART

STICKERS

CONCEPT

SKETCHES 

09

We used sketches to visualize how our finals service/solution will look and work like. The main features of the solution link back to the insights that we collected during interviews and an online survey.

AWARENESS, VISIBILITY AND CONSCIOUSNESS

REMINDERS

"(...) I forgot is in there"

SMART

BILL

WEEKLY

REPORTS

"don't' know what I have at home"

"(...) I wish I waste the less"

"Be more mindful of what we have"

"We feel that we waste $100 a month in food waste"

SERVICE 

MAP

10

After having a clear direction on our solution, we developed a service map to visualize the relationships between different service components in the Amazon ecosystem and value we add -  people, props (physical or digital evidence), and processes that are directly tied to touchpoints in this customer journey.

Food place market

Data/info on food

Whole foods system

Amazon App

Amazon Loop

Amazon Alexa

Amazon Headphones

Personal &

social change

Conscious

shopping

Decreasing

food waste

VALUE

PROPOSITION

11

Based on our service map, we mapped out the value proposition to understand the value we add by implementing this service and how it will eventually lead to solving the problem holistically.

FOR

family and individuals who shop at Whole Food

WHO

are looking for being more mindful with the food they have

OUR SERVICE

Amazon Smart Grocery Plan is an add-on service

PROVIDES

new opportunities to improve users buying, storing and food wasting habits

UNLIKE

the current scenario users tend to forget what groceries they have shopped due to reckless shopping and end up throwing away lot of food

OUR SOLUTION

is an opportunity to learn mindful shopping, get to know what user have at home through intelligent reminders which will support personal and social change towards a reduction of domestic food waste

 

CONCEPT

WIREFRAMES

12

After defining our value proposition, we started with our paper prototypes and wireframes based on user stories. We added features like smart reminders, bills, and weekly reports that we finalized during conceptualization.

CONCEPT TESTING

WORKSHOP

13

To test our solution we organized a workshop with 10 people. The workshop was divided into two main phases: the first part was dedicated to simulating the grocery shopping experience as-is; the second part we tested the same experience but this time with our solution. We shared our paper prototype with the participants to explain to them how the final solution will work. We collected feedback.

AS - IS

EXPERIENCE

NEW 

EXPERIENCE 

WITH

SERVICE

Before starting the experience we briefed each participant on what the experience was about. Then the experience started by going to look inside the fridge. They had 10 seconds to look inside. After this, they had to grab a shopping
bag and the credit card and go shopping. At the supermarket, participants had to shop based on what they have seen inside the fridge. Once they have done shopping, the participant had to pay by sliding their card.

01

02

03

04

  “Sometimes I throw more  
   than half of my food”  

  “ I don't remember 

 what I have in the fridge”  

  “(…) I pick up things  
  that
I don’t really need"  

  “(…) the visibility where I place  
  fresh food is limited (…) I don’t  
  see it so I don’t use it””  

  “(…) I tend to push the  

  leftover behind”  

  “(…) I usually forget  
  quantity  

FEEDBACK

SESSION QOUTES

In the second experience, we introduced our solution. The participant had to go straight to the supermarket because the app already provided them with the food info inside the fridge. After shopping and paying through the app we introduced to them the reminder function and how it would work.

01

02

03

04

  “(…) Having reminders and   not looking inside the   fridge often is a good thing”  

  “(…) Participants liked the solution in  terms of features and as an add on service   to amazon prime”  

  “(…) The solution could be implemented   with personalized recipes”  

CONCEPT PROTOTYPE

TEST RESULTS

  “(…) I would like to know what's left and what can I cook, like recipe”  

INFORMATION

ARCHITECTURE

14

After the concept workshop, we analyzed feedback, refined IA, and designed our user flow. We added the smart grocery plan as an add-on service to the Amazon Prime Now app.

HI-FI WIREFRAMES

15

Using the Amazon Prime Now visual style guides, we created high-fidelity wireframes and prototypes. We did a few guerrilla tests as we created the prototype to ensure we are reflecting on the previous usability test results.

AMAZON

SMART GROCERY PLAN

Amazon Smart Grocery Plan is an add on service for Amazon Prime users that shop at Whole Foods and Pay through Amazon pay

SMART REMINDERS

 

The service will provide the users with useful reminders on purchased food across time

CLEAR EXPIRATION DATE

 

The system will give the user access to expiration

date and it will automatically delete expired items

MONTHLY REPORTS

 

The system keeps track of your grocery shopping

expenditure and notify the users with monthly reports

RECIPE SUGGESTIONS

 

The app-based on your smart grocery list will match single food items and suggest a recipe

PLAY TO VIEW PROTOTYPE

WHAT I LEARNT

Always Validate Assumptions: We initiated the project with a certain hypothesis about why people throw away food and I am so relieved that I did primary research because the real problems were different. The solution people appreciated the most was not the solution we had expected to be popular.

You can't please everyone: We had some users who felt the solution was great and wished it was real. We also had a set of users who felt that the solution was "limited" and not effective to everyone but I feel it's ok as long as the solution helps solve the problem for our defined target users. The project can be further worked on to expand the services that may help others.

 

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Let's connect

If you want to learn more about my work, or just want to grab some coffee, I'd love to chat  me@aashnapoddar.com