P3 Case Study — Eat Local Meat
Connect BC residents with local BC providers of meat products, while at the same time educate people on animal welfare and the farmers and butchers who are in a position to provide animal centric care focusing on the animal’s welfare.
- Connect BC Residents wit BC farms
- Increase the sales of BC meat
- Increase the consumer awerrness of farms that supply directily
- Educate consumers on the benefits of eating locally
- Simplify purchasing direct from farmers
- Connect with like-minded consumers who want to purchase in bulk
Zoe Alexander, Sheri Juby, Eric Steffl and myself — Denise Tade
About the User
Our users would either be interested in purchasing bulk, or definately not. It was apparent that those who considered themselves to be short on storage, funds or time to plan would not find themselves seeking out large amounts of meat products and wouldn’t be looking to share this with friends.
All our users agreed — supporting the local economy and getting the best quality product just makes sense. The perception that buying locally is more expensive is not a major deterrent to purchasing local meat. If ethically sourced meat was readily available, this would be the the first choice, and there is a great deal of interest in finding these sources.
Three Different User Profiles
The image below identifies three different user personas that would benefit from using our app. We focused on the two users that were the most different from each other.
Persona 1 has a larger family with room for storage, plans meals and shops advance, and would like to stock up on supplies.
User 3 does not have storage and usually purchases groceries on an-as needed basis, they would like to have access to quality meat and feel good about the suppliers thier purchase supports.
Buyer to Butcher: Persona 1 an opportunity to learn more
It was a simple enough solution to connect the butcher and the person looking for something to pick up on the way home. The app can work much in the way that google maps does, connect the user with near-by butchers with the added feature that the featured butchers offer a supply of local product.
Windsor Meats for example is a local butcher that is close to 90% stocked with BC grown and produced product, they take pride in the effort they have made to locate those hard to find farmers that usually only sell within their community and helping them to expand their sales across BC.
One way to introduce the butcher/farmer relationship and the role they play in animal welfare, is to include a way for people to educate themselves; even if they are only purchasing smaller quanitites. This could be addressed by providing adding links to the farmer’s profiles on the butcher profile pages.
For the purpose of this app and in response to user feedback, we choose not to include the learning opportunity in the butcher search flow because the user is on a direct path to locate a butcher, and any questions they might have about the product can be answered by the butcher during their visit. So it is unlikely the user would explore much beyond the location of the butcher in this user flow.
The Bulk Buyer: Persona 3
Trying to connect the farmer with those interested in purchasing more product proved to be quite a challenge. There are health and food safe regulations that prevent the farmer from delivering meet directly to consumers, however the consumers are welcome to purchase direct.
Some farmers offer a monthly meet-up location, for example at a local farmers market, where you can arrange to pick up your purchase. More planning required when purchasing from a farmer, they don’t necessarily have exactly what you are looking for when you want it.
We also had to research how the farmer would separate and manage the shares so that multiple purchasers would know what to expect when purchasing a large shared order.
Learning While Buying
Once the user selects the family share option, you have opportunity to choose to go to the order form, or spend more time getting familiar with the farmer, or reading the details about the app specific rating system. A.C.E.R.S. rating system (Animal Centric Ethos Rating System) is set up so all the participating farms satisfy the lowest rating of , which ensures that at a bare minimum the standard the farm meet the Global Animal Partnership Certification requirements.
Educating consumers on not only where to find local meat, but provide them with this connection to the farmes and butchers who promote animal welfare gives people the power to make informed buying decisions.
To explore the two different user flows here is the link to the clickable prototye: http://te0okj.axshare.com/home.html
Building out the Learning centre part of the app, show where the cuts of meat come from, explain the cost of factory farming has on the environment, the health benefits and economic benefits of supporting local suppliers. Facilitate opportunities for people to connect and build a community of like minded people.