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PRODUCT DESIGN

Wunderfood is a surplus and imperfect food marketplace that connects farmers with food buyers
FOOD WASTE IS A MULTI-BILLION DOLLAR PROBLEM

Economic

The United States spends $218 billion per year growing, processing and transporting food that is never eaten. This adds up to 52.4 million tons of food sent to the landfill each year. On the farm alone, over 10 million tons of food is left unharvested and never goes eaten.

Social

With all this waste, we face a moral dilemma given that 1 in 7 people in the United States are food insecure. How is it that we are throwing away enough food to feed millions of people, and yet we still have millions in the U.S. (and around the world) living without knowing where their next meal will come from?

Environmental

If that wasn’t enough, food waste is the largest single contributor to GHG emissions in the United States. In fact, food that is never eaten consumes 21% of all fresh water, 18% of all cropland, and occupies 21% of the space in landfills.

HOW DOES THIS HAPPEN?
Processors
Farm

Limited access to imperfect produce

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Limited access to technology

Home
Consumer Facing Biz

Lack of planning and education

Only purchase perfect foods - informed by consumer demand

Surplus

Imperfect

Cancelled orderes

INDENTIFIED NEEDS
Farmers

$15 Billion worth of food that is grown on the farm does not make it to a hungry consumer resulting in food waste manifesting in 3 ways:

 

  • Surplus food - excess cosmetically perfect food due to unpredictable demand of the market

  • Imperfect food - cosmetically imperfect food that is too big, too small, blemished, or bent

  • Rejected orders - entire orders of packaged and harvested food rejected upon delivery by a food buyer

Large Scale Food Buyers

The competitive food industry results in food buyers competing on price and quality. Buyers are constantly seeking ways to increase profit margins while providing high quality food, but are limited to:

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  • Lack of reliable channels – limited channels for food buyers to purchase surplus or imperfect food

  • Consumer Demand – consumers perceive imperfect as unsafe

  • Delivery and transportation challenges – quick, reliable food delivery execution is a major challenge

farmers want to sell all their food

INSIGHTS
FINAL PRODUCT

Wunderfood exists to provide farmers with a channel to sell, and buyers with a means to purchase surplus and imperfect produce.

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In doing so it delivers community, harmony, and justice.

 

It delivers this through an interactive online marketplace with curated profiles, seamless transactions, and dynamic pricing.

Video shot and edited by me.

My Role

  • Research

    • secondary research and documentation

    • primary research and documentation

    • stakeholder analysis​

    • supply chain analysis

    • persona building

    • use case scenario building

  • Prototyping​

  • User journey mapping

  • User experience strategy​​

    • process diagrams & journey maps​

    • usability analysis

  • Video documentation & editing

  • Financial strategy

  • Website wireframes

More Work

This project was conducted by California College of the Arts students Tony Gui, Franzi Sessler, Mathew Ridenour & Uzair Ahmed

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