Case Study OrganiGo: The UX behind the consumption of organic food. A Wicked Problem.

Organigo experience box


Very excitedly, I started last April this UX/UI design bootcamp with Ironhack in Amsterdam and on the very first day, we were challenged to start working on our first project in a team of four. We were given 5 alternatives to choose from wicked problems and we decided together to work on the amazing project related to organic food for the next 2.5 weeks.


Because from processes on the farm to practices in the kitchen, consumption behaviour plays an important role in food safety and has a huge impact on the ecosystem. Also because more people are interested in a healthier lifestyle and finding ways to get better access to organic products. And anyone who’s been faced with wicked problems has experienced frustration from not knowing where or how to begin. So, we thought this is gonna be an awesome challenge for us to take.


In the last decades, there has been a rise in consciousness on the importance of good nutrition and the responsibility that individuals have to provide themselves with good food. Organic food is not accessible to everyone, being restricted to those who can actually afford it.

Supermarket chains and other big companies benefit from the organic food market and conscious customers, but don’t actually solve the situation — they just make the gap and the impact bigger with unsustainable models.

Challenge: How Might We help communities access the seasonal produce of their region, fueling fair and honest relationships between producers and customers while ensuring food safety for all?


  • To make healthy and organic produced food more accessible, cheaper and convenient to consumers.
  • To increase accessibility to more variety of healthy products, make more organic food options available.
  • To connect the consumers with the organic producers.
  • To support small to midsize local business/producers.
  • To inform and educate the consumer about the environmental impact of their choices.
  • To encourage customers to support a more sustainable model by consuming more seasonal, local products.

Design Process:

For this first project we would bring you through the whole design 5 steps process and we would especially focus on sharing the insights from the empathise, define, the ideation, prototype and test process.

The design process

Step 1: Empathize

To empathize with our users we must first develop an understanding of them, their needs and have in mind the goal of understanding who you’re designing for.

Understanding the challenge:

In 2017, Dutch consumers spent 1.5 billion euros on organic products, according to the latest figures from trade association Bionext. The Netherlands is the seventh largest organic market in the EU with an estimated value of $1.9 billion in 2017. The average consumer spends over $110 on organic products annually. The current market share for organics is 3.3 percent and is expected to double in 2025.

To make sure that we get know what these customers are doing and the problems that they may be facing, we started doing research.

User Research:

User research is the process of understanding who ourn user is (what their needs, goals, and motivations are) in order to help uncover the problems they have.

It can show us:

  • how they currently navigate a system.
  • where they have problems.
  • how they feel when interacting with our product.


We prepared a survey with Google Forms and distributed it among friends and on social media as a first part of the research process.

Online survey example

The purpose with the survey was to determine the basic ‘pain-points’ of organic food buyers. Learning about the problems of potential users is a great way to be inspired and motivated. Working with real world data is a good starting point to help avoid guesswork and preconceptions.

We have used Lean Survey Canvas which helped us to prepare the survey faster:

The Lean Survey Canvas

Interview Questions:

Using the information from the survey, this provided a better chance to discover the roots of the problem and based on the responses we build the interview questions, so we could dig on more later by asking people about the important findings.

Here is an example of the interview questions:

Interview guide

Let’s sum up the data insights:

  • Main motivations to buy organic food are health and doing good to the planet.
  • Convenience and accessibility rules price.

Some of the needs mentioned are:

  • variety of offer;
  • accessibility to more produce;
  • receive orientation about organic buying options and inspiration for ways of consumption;
  • knowing where it comes from;
  • fair outcome for the producers.

From the mentioned insights above, we can say that people are aware of the impact of eating more healthy, the benefits from purchasing organic products, taking care for the environment and getting close to the local producers. But in that journey there are relevant pain points related to the price, variety, access, knowledge about how to actually include this products in their daily life and also knowing where the products come from. As a highlight people are willing to be guided and educated about the benefits, how to find these products, they had like to see more options, learn how to incorporate them in their diet and be able to find everything at one place with easy reach.

Step 2: Define

Moving forward into the design process, the next steps were about defining the problem, therefore we started identifying and prioritising the pain points around it.

Affinity Diagram:

We created an affinity diagram in order to organize the insights from our research and identify possible frustrations and pain points from the users.

Affinity diagram

How Might We:

After the affinity diagram we did some brainstorming about the how might we questions to turn those challenges into opportunities for design and later we picked one up:

How might we connect the consumer with the organic food producers, while making organic food more accessible and convenient, and promoting a sustainable business for the local producers?

Brainstorming HMW session

Empathy Map:

Creating the Empathy Map helped us to have a look inside the head of the person we might be looking at as an user, to gain a deeper insight into these customers, their feelings, thinking, sayings and needs. And make us able to create the persona we are designing for.

We used this empathy map canvas to visualise what users are saying, thinking, doing, and the things that are happening around them.


Ana, our persona, is the representation of the real target audience data, gathered in the previous research. And is gonna help us to understand the needs, goals, and observed behavior patterns of our target audience.

The persona


We created a storyboard to communicate the story of Ana through images and try to map the main events that Ana goes through the day. Ana wants to add more organic products to her diet, but there are not many shops nearby, and the offer is limited. Also, she has a busy lifestyle, so not much time for cooking. Efficiency and convenience are key for Ana.

Storyboarding about the struggles of Ana during the day

User Journey Map

With the journey map we aim to make a visualization of the process that Ana goes through the day in order to accomplish that goal in a chronologically sequence.

User journey map

Problem and Hypothesis Statements:

definition process

Step 3: Ideate

Then it was time to start sketching. We did some crazy 8’s activity and later on the Organigo idea was born.

The solution

Here is a diagram of the concept idea for Organigo:

Pre-made organic meals delivery to your home!

This is how the Organigo box concept works

Step 4: Prototype

We strive to bring organic food products closer to consumers and empower local farmers to promote their seasonal products with the experience box Organigo.

Organigo experience box, a premade organic meal delivery to your home
inside of the box you would find the pre-made meal and information about Organigo value proposition
inside more recipes and other added value for the customer

Here is an early sample model of the first Organigo box, we putted very fast a prototype together, the purpose was to go out and test the concept with an user, then later be able to improve it and learn from the process. Above you can see the fotos of the Organigo box improved and below the first prototype to test the idea.

Step 5: Test

We took Organigo box to test with some users. The insights from the feedback to improve the concept are these:

  • Concept idea is clear to user.
  • User understands how it works.
  • User values the proposition to have access to 100% organic meals.
  • User is willing to buy it and understands if price is high.
  • User finds it convenient.
  • User would like to have possibility sometimes to cook own meals.
  • Box c adding also raw ingredients.
  • User associates pre-made meals with being not 100% fresh food.


  • The best idea creates value for the user, solves the problem and it’s feasible.
  • It’s not about being right or wrong, it’s about understanding who you are designing for. You are not the user!
  • Data is leverage!
  • Trust the process.
  • Research ensures that the solution built fits users need.
  • Design thinking is a step by step process and at every step, you discover something new which you haven’t expected.
  • There is a lot of room to improve Organigo box and we are adding the feedback received from users.
  • This first project was amazing and we are looking forward to the next!
  • The UX team who worked on this project: Karen Kolb, Alex Beligan, Garima Chauhan, Iulia Tuica at Ironhack Amsterdam.




🎯 Forever curious! I’m a curious digital creator who loves a challenge and to run experiments. I share here on Medium my stories.

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Karen Kolb

🎯 Forever curious! I’m a curious digital creator who loves a challenge and to run experiments. I share here on Medium my stories.

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