Fresh Basket
Organic Farmers Market
Mobile Service Design
Design Background and Goals
It was my final project in college. My friend Eunji and I found design opportunities related to local market development and global warming issues, such as campaigns to reduce the carbon footprint. We proposed a mobile organic market service that helps local farmers deliver fresh and delicious agricultural products directly to consumers’ homes at a reasonable price, emphasizing the value of food miles.
My Role
User Research, User Interview,
User Observation, Market Research
Information Architecture,
App Service Structure Plan,
Conceptual GUI Design
Team
Eunji Park, Interaction Designer
Finding design opportunity
Do you know where your dinner came from today?
Now is the time to consider how far food has traveled before it reaches your plate.
Our focus is shifting beyond the visual appeal and taste of foods. When consumers look at products, they instinctively think about what’s behind the packaging. We pay attention to where our food is produced, which regions and hands are involved, and how many preservatives and chemicals it contains.
Why do food miles matter?
The longer the food mileage, the lower the food safety.
Transporting food over long distances requires more preservatives, agricultural chemicals, and chemical fertilizers. This can lead to unethical genetic manipulation during production and ground pollution from increased N2O emissions. Additionally, the farther food travels, the more fuel is needed, resulting in higher carbon dioxide (CO2) emissions.
Increased distances also contribute to higher greenhouse gas emissions, which exacerbate global warming.
Environment
Causes global warming and environmental pollution
People
Decreased food safety ; Multiple chemical exposures
What are food miles?
Food miles refer to the distance food is transported from the time of its production until it reaches the consumer. Food miles are one factor used when testing the environmental impact of food, such as the carbon footprint of the food.
You can calculate food miles as follows
Travel distance (km) X Food transport volume (t) = Food mileage
Ideation
Choosing locally grown foods and whole foods is an easy way to combat the problem of high food mileage. That’s a straightforward thing you can do daily.
It’s not only healthier and often tastier; it can be more affordable as well.
Market Research
Current agricultural product distribution structure
based on South Korea
Pain Point
Inefficient agricultural product prices, which both consumers and producers feel dissatisfied with, are mainly due to inefficiencies inherent in the current distribution structure of farm products, such as the wholesale market, production area, wholesale, and retail stages.
Insight
Create a platform to provide a mobile organic market service
That helps local farmers deliver fresh and delicious agricultural products directly to consumers’ homes at a reasonable price.
User Research
User Observation
We used AEIOU framework and researched at an organic franchise market (Nature Dream)
located in Haeundae-gu, Busan, South Korea.
The 1st floor is an organic market, and the 2nd floor is a cafe.
It’s operated as a membership program.
User Interview
We interviewed 4 representatives of different targeting groups
to ask some of the questions below and discuss these topics.
What do you think is essential when shopping?
Are you interested in organic food?
Is there anything you thought was uncomfortable when shopping?
Most people said they would like to use the organic market once their needs are met.
User Needs
We have picked some notable points.
Persona
Solution
Fresh Basket bridges the gap between consumers and producers, making their relationship more intimate and direct. We streamline the distribution process by eliminating intermediaries and providing direct distribution services through the app. By empathizing with the user and understanding their journey, we create a user-centered service that enhances their overall experience.
Fresh Basket product distribution structure
Service Structure Plan
with a deep understanding of user needs and experience
Fresh Basket App User Flow
Graphical User Interface
Fresh Market
It is a store that sells cultivated crops, livestock/dairy farming, seafood, processed food, and secondary processed food. Processed foods such as side dishes, milk, nuts, bread, mixed grains, tea, and juice can be easily purchased from farms. You can check various images, explanations, and certificates on the detailed page to see if careful hygiene management is performed.
Fresh Story
Fresh basket is expected to be a place for customers to communicate by creating a Fresh Story network, an SNS channel that uses users’ interests. You can capture and show your fresh refrigerator and vegetable garden and communicate smoothly while sharing products and recipes. In addition, we introduced a system that gives points that can be used to purchase products when customers comment and give new sprouts so that customers can continuously participate in SNS.
Fresh Refrigerator
You can view the information and expiration date of the food purchased by the customer in detail. If the purchase information and the refrigerator information are shared, the purchased food is automatically stored in the refrigerator, and food management is performed. It is possible to check the expiration date and the food condition that has not been checked. In addition, you can know the frequency of the frequently purchased list, and you can immediately purchase products you want to buy again.
Fresh Story
Fresh basket is expected to be a place for housewives to communicate by creating a Fresh Story network, an SNS channel that makes use of the interests of housewives. You can capture and show your fresh refrigerator and fresh vegetable garden, and communicate smoothly while sharing products and recipes. In addition, we introduced a system that gives points that can be used to purchase products when customers comment and give new sprouts so that customers can continuously participate in SNS.
