Re-imagining produce shopping (4/5)

This is the fourth part of a five-phase series documenting a project that was part of the capstone requirements for completing the Rochester Institute of Technology’s MicroMasters Program in Design Thinking. Participants are “asked to solve a problem using the design thinking process.” The following documents my approach to tackling the issue of single-use plastic dependency in grocery stores, specifically in the produce isle, using the design thinking process. This article focuses on the testing phase.

The same consumer and farmers’ market vendor interviewed in the initial research phase were presented with the initial prototype to provide their feedback.

Based on the feedback gathered from the consumer and the producer/seller, there were several logistical challenges associated with the idea, including the supply chain, transportation, marketing, consumer education, and costs. Given that this prototype is a product-service hybrid, some of the changes that would need to be done to the prototype were related to the product, while others are related to the service. The following summary highlights significant comments made by the interviewees, as well as recurring themes brought up in the conversations.

Product-Related Feedback Summary

• The producer/seller pointed to the importance of branding, and how the silicone bags would need to carry the logo of the producer, while taking into consideration that the cleaning process might remove some of designs applied to the bag.
• The producer/seller also raised a concern around sterilization, and how it would be important to have a batch log ID on each bag.
• The customer suggested that the weight of these bags would need to be considered, given that they are heavier than plastic bags. Bags should therefore be made of a thin silicone in order to facilitate transportation.

Service-Related Feedback Summary

• Both the customer and the producer/seller pointed to the importance of educating consumers in order for the initiative to succeed. Therefore, part of the customer journey should address how customers will learn about the new bags.

To read about the third part of this design project — the reiteration phase — follow this link.