Smart Organic
Organic Standard Customized to Your Lifestyle
Problem & Objective
Demand in organic products has quickly increased over the years. As a countereffect, several incidents in certification fraud have brought debate on whether the current system is trustworthy. With this doubtful mind, organic consumers remain as a shifting group. Smart Organic means to empower consumers by revealing transparent data on organic product’s lifecycle and suggest a personalized organic standard based on one’s lifestyle.
Design Process
Investigate Current Industry Dynamic
Find opportunities grow & define where we want to get to
“Activate blockchain supply chain” The current industry has product’s lifecycle hidden under distributer’s marketing strategy, giving the industry plenty of space to “greenwash” their product. Activating blockchain technology throughout the lifecycle of a product will minimize the confusion in the customer’s end. Furthermore, the blockchain supply chain will reduce the cost of getting an organic certification which will encourage more farms to get involved in organic practices. “Reveal the farmers”It's always better to see something once than to hear about it a thousand times. By creating a new dynamic between farmers and consumers, the public will learn to further appreciate the actual ingredients of a product beyond the brand. This trust-based relationship will extend a consumer’s organic lifestyle practices.
Map Out a User-scape
Learn current user demographic & create a user scenario
"We live in an age of transparency where consumers have a heightened interest in the food they eat. We want consumers to love and feel good about the products they buy from us, and to trust that they are sourced responsibly and ethically.“
Kathlyne Ross, Vice President, Food Product Development, Loblaw Companies Ltd.
Based on the user demographic research, Smart Organic classifies a user’s organic lifestyle into 5 different motivations : Chemical Fighter is all about avoiding exposure to chemicals and synthetic materials Localizer is especially looking for locally grown or produced products Organic Fanatic is about being healthy and cautious about nutrition Forest Lover focuses on minimizing envrionmental footprint Botanic Hippiecraves the idea of being organic to be cool and selective on areas to be organic
Create a new Experience
Spot areas to improve & highlight new features to design
The experience should be like growing a virtual character of self. It should give constant visual feedback on their progression. It should speak in an easy language and educate on organic practices. It should not make the user feel constraint on their exploration. It should not make the user feel overwhelmed by the amount of information provided. The experience dynamic will change as following :
Low-fidelity Mockup & Wireframe
Visual Decisions
Digital Graphic Guide & High-fidelity Mockup
