Food Repurposing Platform

The Food Repurposing Platform (FRP) connects small businesses and organizations to repurposed food at an affordable price before they are composted. This 4-week project is an experience design proposal for Safeway, a large Canadian and American supermarket chain.

Opportunity

Safeway spends money and resources on produce they are just throwing away. We realized that this built-in cost can be transformed into value for Safeway.

Changing the brand perception

A matrix diagram of where Safeway is in brand perception against its competitors.

By studying the grocery market, we realized that their competitors do a better job at bridging the value gap by addressing aspirational values through branding and communication. With FRP, we intended to improve the customer's perception of the Safeway brand by positioning them as a leader in repurposing food waste.

Mapping the service

Based on what we've learned from our interviews with Safeway about their waste disposal procedure, we were able to map out the background processes along with the user's journey as they use the platform.

A journey map of how the customer and Safeway would respond at each touchpoint in the service.

Interaction design

The digital interface for the platform is a website that lets organizations sign up, look for food from a nearby Safeway store, and make purchases. Despite the B2B nature of the platform, we wanted to create a delightful online experience that can reel in further audience engagement. Therefore, we've kept the aesthetics minimal, and focused on making the key interactions as elegant as possible to guide the user through the process.

Some rough sketches of UI concepts I did for the website.
An earlier iteration of mocks that I created to explore the UI on mobile devices.

Prototype

Throughout the design process, I helped transform our ideas into mocks using Sketch. Then, I used Flinto to animate the microinteractions and screen flows for our prototypes. The final version follows a brand style guide designed by my teammate.

A walkthrough of the end-to-end flow for the online experience.

Layered Panels

Because the find items experience of the website is a multi-step process, we employed the use of layered panels to orient the audience on where they are in the flow without introducing cognitive overhead. The sense of depth and motion shows a logical continuity between the steps.

Profile

The profile page shows the customer's contribution history in the form of reward stamps on a timeline. On their 10th order, the system rewards them with a 25% discount on their order as a way of re-engaging them back into the experience.

The chart on the timeline shows an approximation of their organization’s contribution to reducing food waste. The idea is to reinforce a sense of community and show the group's impact in making the change happen.

Platform implications

If FRP is successful, Safeway would own a platform that they started, making them a sector-wide leader in repurposing food waste. This platform can easily be scaled up in terms of the variety of products they can redistribute and the number of participating Safeway grocery stores.

Mohsen and Heidi talking about the value of having a system like FRP.

Retrospective

As the first experience design project I've done, I learned how to integrate design with business by considering the context of a problem from the client's perspective. By doing extensive research with interviews conducted by my team members, we were able to ground our proposal with a deep understanding of how Safeway and local food organizations work. This foundation informed the interaction design process, in which the end product is a focused and elegant purchasing experience.

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