In-App Campaign to Reduce Food Waste Through Behavioural Design

Background

I'm passionate about using design to drive positive change. That's why I developed "Food Saved," an in-app campaign concept designed for The National Zero Waste Council to combat the pervasive issue of food waste.

Overview

Imagine all the effort that goes into growing, transporting, and preparing our food. Yet, so much of it ends up in the trash. It's a problem that affects us all, whether we're conscious of it or not. That's why I created an experience that helps people learn how to save food and make more sustainable choices.

👉 Problem: People often prioritize aesthetically pleasing produce, leaving perfectly edible "ugly" fruits and vegetables to languish and ultimately be wasted. This preference for uniformity contributes significantly to the problem.

👉 Solution: "Food Saved"

I envisioned an interactive experience embedded within a popular food delivery app, leveraging its existing user base and platform to promote awareness and change behaviour.

The "Glitch"

Unexpected Element: While browsing the menu, users encounter an item priced at $0 with an oddly shaped button. This deliberate "glitch" in the otherwise consistent design disrupts the user's flow and draws attention.

Intriguing Message: Clicking the button reveals a message highlighting the issue of food waste, specifically the discarding of fruits and vegetables based on their appearance. This unexpected interruption creates a memorable moment and encourages reflection.

Reason Why

The "Odd One Out" Button; Grabbing Attention. In a world saturated with information, traditional awareness campaigns can easily be ignored. This "glitch" strategy leverages the element of surprise to cut through the noise and capture user attention.

The "Food Diversity" Message; Creating a Memorable Experience: By disrupting the expected user journey, the campaign creates a unique and memorable experience. This increases the likelihood that the message will stick with the user.

Seamless Checkout Integration; Promoting Positive Change: To reinforce the campaign's message, I incorporated a subtle reminder about food waste prevention during the checkout process, prompting users to consider their purchase choices.

Thinking Process

1Research &Information Architecture

2Branding & Wireframing

3Prototyping & Testing

Research & Information Architecture: I conducted thorough research, including user observation and surveys, to understand consumer behavior and attitudes towards food waste. This involved observing friends' habits with leftovers and surveying individuals about their food ordering and grocery shopping practices.
Branding & Prototyping: I developed the visual language and created paper prototypes to explore different interaction flows and placements for the unique button and messaging.
Testing & Wireframing: I conducted user testing with 10 participants to validate the effectiveness of the design and gather feedback. Based on the insights, I refined the design and created high-fidelity wireframes and an interactive prototype using Adobe XD, Photoshop, and Illustrator.

Impact:

This unconventional approach aims to leverage the app's platform to promote a positive message about food waste. By integrating the campaign seamlessly within the user journey, I aim to reach a wider audience and encourage mindful consumption. The unexpected "glitch" not only sparks curiosity but also fosters a sense of social responsibility, making the app more than just a food delivery service.

Design for All: Prioritizing Accessibility in UX

Throughout the design process, I prioritized accessibility to ensure an inclusive experience for all users:

Alternative Text: All visual elements have descriptive alternative text for screen readers.
Keyboard Navigation: The entire experience is fully navigable using a keyboard.
Optimal Color Contrast: I ensured sufficient color contrast for users with low vision.
ARIA Attributes: I used ARIA attributes to provide context and instructions for assistive technologies.

View Food Saved Prototype

Google Sites

Report abuse