Food Sustainability — Wicked Problems: Case Study
Intro
We address this as a wicked problem at Ironhack’s UX/UI Bootcamp Portugal.
Time Frame: 6 days
For our first project, we worked as a group and in our briefing, we were asked: “How might we help people access local seasonal produce while fostering fair and honest relationships between producers and customers?”
In pursuing food sustainability, after a second research and an empathy map, our focus sharpened on an issue: packaging waste. Excessive packaging, especially plastics, poses a severe threat to our environment.
Understanding the Problem:
Our journey began with a deep dive into the concerns of our community. In the secondary research, we found several issues:
- Overuse of soils or overproduction of food;
- Importation of food has a significant impact on the environment;
- Availability of seasonal food, quality/health.
We interviewed eight people with a significant demographic, and the majority of answers were related to the following:
- Convenience;
- Seasonal food;
- Access to local farmers;
- The environmental impact;
- Food price and some users didn’t care about the issues. I created two personas, Ana and Ethan.
We created two personas, Ana and Ethan.
Ethan — A surfer and surfer that don’t have much free time. He feels local markets are difficult to access because of the opening hours. He is always concerned about the plastic in the packages. He is always worried about the plastic in the packages.
Ana — An old lady with much free time. She loves to cook for his family and is very concerned about the product’s quality since she was born into a family of farmers. She spends a lot of time shopping in local markets but is forced to go to the supermarkets to buy food like pasta or rice.
People like Ana and Ethan shared their struggles — limited access to local markets, exorbitant prices, and the environmental nightmare of excessive packaging. We empathized, and that empathy led us to the heart of the issue: Ethan’s need to reduce packaging waste and make a difference.
With the help of Ethan’s journey map, we identified some opportunities to help Ethan’s daily life. For example, less packaging, longer opening hours, reduced food importation, and more options to buy in buying.
The Solution: Bulkie System
Imagine a world where you can shop without contributing to overflowing landfills.
Physical Solution — The Bulkie Bins:
The physical solution, the “Bulkie” system, is ingeniously simple. Installed in supermarkets, these bins allow you to scoop out precisely your desired quantity. Armed with a secure card, you unlock the bins and scoop your goods, and the card keeps track of your purchases. Digital screens show you the weight and cost, ensuring complete transparency. Plus, reusable bags are available, minimizing the need for disposable packaging.
With this solution, users can buy small or significant amounts of food without being forced to accept them in small packages with much plastic.
Virtual Solution — The Bulkie App:
For tech shoppers, I present the “Bulkie” app. Finding the nearest “Bulkie” bin is just a tap away. The app displays real-time availability, preventing unnecessary trips. No cards are needed — scan the QR Code in the items via the app to unlock the bins for a limited time. Your purchases are logged in the app, and you can pay either through generated barcodes and pay physically at the local or directly within the app.
Addressing Concerns:
During the concept testing, we gathered concerns about hygiene and adaptation. Rest assured, the “Bulkie” system has been meticulously designed with these concerns in mind.
Embrace the future of sustainable shopping with Bulkie. Say goodbye to single-use plastics, excessive packaging, and unnecessary expenses. Say hello to a world where your choices make a positive impact on the environment.
