Reducing food waste by transforming consumer habits
Reducing food waste by transforming consumer habits
Reducing food waste by transforming consumer habits
This project illustrates how combining design and strategy can effectively solve problems and drive change. My teammate and I developed "Zero/Out" to combat food waste by influencing consumer behavior. Through the strategic use of technology and design at key touchpoints in the consumer journey, the "Zero/Out" app and QR code educate users, motivate them to adopt sustainable habits, and ultimately lead to reduction in food waste.
This project illustrates how combining design and strategy can effectively solve problems and drive change. My teammate and I developed "Zero/Out" to combat food waste by influencing consumer behavior. Through the strategic use of technology and design at key touchpoints in the consumer journey, the "Zero/Out" app and QR code educate users, motivate them to adopt sustainable habits, and ultimately lead to reduction in food waste.
Duration
4 Months
Duration
4 Months
Duration
4 Months
Team
2 Members · Rajat, Rhea
Team
2 Members · Rajat, Rhea
Team
2 Members · Rajat, Rhea
My Role
Strategic & Product Design, Research
My Role
Strategic & Product Design, Research
My Role
Strategic & Product Design, Research
Tools
Figma, Photoshop, Excel
Tools
Figma, Photoshop, Excel
Tools
Figma, Photoshop, Excel
Did you know?
Did you know?
Did you know?
The estimated carbon emission cost due to cosmetically imperfect food is around 6500 tons of CO2-equivalent emissions per year; that is the same as emissions of about
The estimated carbon emission cost due to cosmetically imperfect food is around 6500 tons of CO2-equivalent emissions per year; that is the same as emissions of about
The estimated carbon emission cost due to cosmetically imperfect food is around 6500 tons of CO2-equivalent emissions per year; that is the same as emissions of about
passenger cars!
passenger cars!
passenger cars!
~
%
%
%
of overall food waste in the U.S. being occurred at the consumer level as people discard cosmetically imperfect fruits & vegetables assuming it is inedible
of overall food waste in the U.S. being occurred at the consumer level as people discard cosmetically imperfect fruits & vegetables assuming it is inedible
of overall food waste in the U.S. being occurred at the consumer level as people discard cosmetically imperfect fruits & vegetables assuming it is inedible
"Best Before"
Almost 80% of Americans discard perfectly good food
"Best Before"
Almost 80% of Americans discard perfectly good food
"Best Before"
Almost 80% of Americans discard perfectly good food
Misunderstanding portion sizes leads people to throw it away when they do not know what to do with the leftovers. is wasted because of this
Misunderstanding portion sizes leads people to throw it away when they do not know what to do with the leftovers. is wasted because of this
Misunderstanding portion sizes leads people to throw it away when they do not know what to do with the leftovers. is wasted because of this
~
Billion USD
Billion USD
Billion USD
is wasted because of this
is wasted because of this
is wasted because of this
To tackle this we created…
To tackle this we created…
To tackle this we created…
"Zero/Out" App and QR Code Label by utilize technology and design to educate consumers, incentivize sustainable practices, and significantly reduce food waste.
"Zero/Out" App and QR Code Label by utilize technology and design to educate consumers, incentivize sustainable practices, and significantly reduce food waste.
Lets go few steps backward
Lets go few steps backward
Lets go few steps backward
Further recognizing our lack of experience in this area, we conducted interviews with both industry experts and consumers.
Further recognizing our lack of experience in this area, we conducted interviews with both industry experts and consumers.
"If you are eating all the food on your plate, you are helping save the environment"
-Douglas Gayeton (Co-founder & Chief Investigator, The Lexicon)
"If you are eating all the food on your plate, you are helping save the environment"
-Douglas Gayeton (Co-founder & Chief Investigator, The Lexicon)
"If you are eating all the food on your plate, you are helping save the environment"
-Douglas Gayeton (Co-founder & Chief Investigator, The Lexicon)
More interview insights
More interview insights
More interview insights
A significant factor in unnecessary food discarding is the lack of knowledge or inspiration for utilizing leftovers
A significant factor in unnecessary food discarding is the lack of knowledge or inspiration for utilizing leftovers
A significant factor in unnecessary food discarding is the lack of knowledge or inspiration for utilizing leftovers
Understanding and influencing consumer behavior has great potential for reducing food waste effectively
Understanding and influencing consumer behavior has great potential for reducing food waste effectively
Understanding and influencing consumer behavior has great potential for reducing food waste effectively
Aligning food management practices with positive social norms can encourage more responsible behavior among consumers
Aligning food management practices with positive social norms can encourage more responsible behavior among consumers
Aligning food management practices with positive social norms can encourage more responsible behavior among consumers
Most people face unique grocery needs and challenges in repurposing leftovers within their dietary framework
Most people face unique grocery needs and challenges in repurposing leftovers within their dietary framework
Most people face unique grocery needs and challenges in repurposing leftovers within their dietary framework
Our research led us to…
Our research led us to…
Our research led us to…
Do a Behavioral study that provided valuable insights into consumer motivations behind food waste. I sought to understand the factors influencing people's decision-making, revealing a spectrum of motivations at play.
Do a Behavioral study that provided valuable insights into consumer motivations behind food waste. I sought to understand the factors influencing people's decision-making, revealing a spectrum of motivations at play.
Then I mapped out "Willingness To Change" for different age groups for each of the motivators.
Then I mapped out "Willingness To Change" for different age groups for each of the motivators.
Younger individuals (12-21)
Young adults (22-35)
Older adults (36-50)
This helped me identify top 5 motivators to focus on for our solution:
This helped me identify top 5 motivators to focus on for our solution:
1.
1.
Social Standing
Social Standing
Social Standing
2.
2.
Money
Money
Money
3.
3.
Fear
Fear
Fear
4.
4.
Self
Identity
Self
Identity
Self
Identity
5.
5.
Guilt
Guilt
Guilt
But..
But..
But..
Recognizing that motivators alone wouldn't shift behavior, I focused on habit formation. By leveraging the Habit Loop model, I aimed to influence consumer behavior and promote long-term food waste reduction.
Recognizing that motivators alone wouldn't shift behavior, I focused on habit formation. By leveraging the Habit Loop model, I aimed to influence consumer behavior and promote long-term food waste reduction.
Action:
The response performed to address the cue. For our project, this includes actions like scanning QR codes for recipes or using the app to manage food inventory.
Action:
The response performed to address the cue. For our project, this includes actions like scanning QR codes for recipes or using the app to manage food inventory.
Cue:
The trigger that initiates an automatic response. In our project, this could be notifications about food nearing its expiration date or reminders about sustainable practices.
Cue:
The trigger that initiates an automatic response. In our project, this could be notifications about food nearing its expiration date or reminders about sustainable practices.
Reward:
The positive outcome achieved from the action. In our project, rewards include points redeemable for incentives, reduced food waste, and the satisfaction of contributing to environmental sustainability.
Reward:
The positive outcome achieved from the action. In our project, rewards include points redeemable for incentives, reduced food waste, and the satisfaction of contributing to environmental sustainability.
All this led us to ask:
All this led us to ask:
How can we create Cues that change people's Actions to reduce food waste in their homes?
How can we create Cues that change people's Actions to reduce food waste in their homes?
How can we create Cues that change people's Actions to reduce food waste in their homes?
Early ideas for food label
Early ideas for food label
Early ideas for food label
QR Code Label + Mobile App
QR Code Label + Mobile App
QR Code Label + Mobile App
QR-integrated label design to put on food packages. Designed for all food types, from fresh fruits and vegetables to packaged goods.
QR-integrated label design to put on food packages. Designed for all food types, from fresh fruits and vegetables to packaged goods.
Label design variation for mid to large sized packagings
Label design variation for mid to large sized packagings
Label for small sized packagings
Label for small sized packagings
Fresh produce section label
Fresh produce section label
Mobile App to work..
Mobile App to work..
Mobile App to work..
Alongside the environmental labels with different functionality to target other motivators and build habits.
Alongside the environmental labels with different functionality to target other motivators and build habits.
Widget:
The Zero/Out widget offers quick access to the app, and showing upcoming expiry dates, helping you stay alert and reduce waste at a glance.
QR Redirection Page:
After scanning the QR code, the user is redirected to this page where they are prompted to download the app
Widget:
The Zero/Out widget offers quick access to the app, and showing upcoming expiry dates, helping you stay alert and reduce waste at a glance.
QR Redirection Page:
After scanning the QR code, the user is redirected to this page where they are prompted to download the app
Rewards:
Earn points for reducing food waste, which can be redeemed for rewards or donated to charity, or buy other items incentivizing sustainable practices and positive impact.
Receipt Sync:
Sync your receipts from purchases to automatically update your inventory, ensuring all items are tracked and managed effectively within the app.
Rewards:
Earn points for reducing food waste, which can be redeemed for rewards or donated to charity, or buy other items incentivizing sustainable practices and positive impact.
Receipt Sync:
Sync your receipts from purchases to automatically update your inventory, ensuring all items are tracked and managed effectively within the app.
Expiry Date Meter:
Monitor your food's freshness with the expiry date meter, which provides timely alerts for items nearing their expiration date, helping you use them in time.
Smart Recipe/Leftover Management:
Discover recipes based on your current inventory and leftovers, optimizing food usage and minimizing waste by turning potential waste into delicious meals.
Expiry Date Meter:
Monitor your food's freshness with the expiry date meter, which provides timely alerts for items nearing their expiration date, helping you use them in time.
Smart Recipe/Leftover Management:
Discover recipes based on your current inventory and leftovers, optimizing food usage and minimizing waste by turning potential waste into delicious meals.
Scanning (Not Purchased):
Scan newly purchased products to add them to your inventory, ensuring accurate tracking from the moment of purchase.
Scanning (Already Purchased Product):
Scan existing items to update their status, keeping your inventory up-to-date and accurately managed.
Scanning (Not Purchased):
Scan newly purchased products to add them to your inventory, ensuring accurate tracking from the moment of purchase.
Scanning (Already Purchased Product):
Scan existing items to update their status, keeping your inventory up-to-date and accurately managed.
Learnings
Learnings
Learnings
"Zero/Out" taught me to integrate behavioral insights with technology and approach problems strategically. We initially struggled with project scope, but realized small-scale solutions yield greater impact. This transformed my problem-solving, focusing on areas for maximum impact and making opportunity identification easier.
"Zero/Out" taught me to integrate behavioral insights with technology and approach problems strategically. We initially struggled with project scope, but realized small-scale solutions yield greater impact. This transformed my problem-solving, focusing on areas for maximum impact and making opportunity identification easier.
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