Areas
Service Design
Food Design
Sustainable Design
Individual & Team Work
2023.Feb - 2023.Jun
Delft, The Netherlands
My Role
Team Leader
Researcher
Designer
Visual Artist
Team Members
Industrial Designer*2
Sustainablility Researcher*1
Food Designer*1
PROMOTION VIDEO
OVERVIEW
THE CHALLENGE
Transition Dutch Food Waste From Excess To Enough With Teammates
HIGHLIGHTS OVERVIEW
SCHEDULE
Food waste is a systemic issue that requires a broad view across the food system to be counteracted. This project investigates changes in the food system, focusing on both consumers and retail concepts, to obtain a transition from having excess to having enough.
Reducing food waste is critical since the EU wants to cut food waste in half by 2030.
The FETE research group hopes to migrate to a less wasteful food system and shift Dutchs' mindset from "fear of too little" to "concern about too much."

Source Click Here.
BACKGROUND
I watched one video, three podcasts, and three research papers to learn more about food waste around the world, particularly in the Netherlands.
PUBLIC PROBE
As a newcomer to the Netherlands, I made the brave decision to go down the street and investigate the Dutch public's reaction.

Goal:
-Reach out to people in various living situations.
-Arouse their interests & start conversations

What I want to know:
-Their planning style
-Their planning consideration
-Their past experience
Their food value
RESEARCH QUESTION
Domain In Consumers' Behavior
What’s the Difference between Expectation and Reality in Food Planning?
USER RESEARCH
Use Installation to Avoke Conversations
ENVIRONMENT
I positioned my probe in the largest supermarket in Delft, in front of the exit and alongside the entrance, from 2:30 pm to 6:00 pm on Saturday, when people generally start shopping for groceries for the following week.
USER INTERVIEW
150 participants placed dots on the board. I chose 7 persons from different quadrants with varied colors for a more in-depth interview.
RESEARCH
DESK RESEARCH
The Dutch response to food waste is characterized by a clash of values.

Saving money, staying healthy, and reducing trash can lead to dilemmas.

However, in the Dutch decision-making process, financial and health concerns regularly take precedence over sustainability concerns.
THE OPPORTUNITY
Under the industrial mass production, people's food values tend to be commercialized and efficiency-driven.
STAKEHOLDER SCENARIO
It's Related with All Stakeholders Along the Food Chain
IDEATION WITH SOCIAL CONTEXT
BRAINSTORM & INTERGRATION
Broaden Insights with Social Factors
CONTEXT STRUCTURE
The Ignored Sustainability Concern is The Opportunity
FINAL DESIGN
SERVICE DESIGN
ENCLOSE WITH EXISTED DELIVERY
INSTRUCTIONS & COOKIE PROTOTYPE

In order to seamlessly integrate into Dutch's lifestyle, we have our HelloScraps service set up on the personalized food delivery of HelloFresh.
We tested and created the recipe for these cookies using food scraps to teach consumers to make animal treats and, more importantly, to broaden their understanding of the craftsmanship spirit underlying the cuisine
KEY CONCEPT
PROTOTYPE
METHODS
We emailed our recipe and campaign plan to farmers, manufacturers, and producers and received professional guidance from them.

FEEDBACKS
EVALUATION
ASSUMPTIONS
VALIDATION
Get Feedbacks From Businesses
TESTS
EXPERIMENT
RESEARCH QUESTIONS
What is the experiential meaning of contributing to the circular food system by using HelloScraps?
1. How much time, money, and effort are participants willing to invest in the events?
2. What are the animals' reactions to the treats?
3. How do people feel about experiencing most steps in the food circular system?
ANALYSIS
MY TAKEAWAY
Diversity can be transformed into strength
It's challenging to lead a team with diverse majors and cultural backgrounds, but relax. Setting clear goals, creating timelines and expectations with teammates, and, most importantly, separating tasks based on individual skills and interests, diversity may be used to create a good design.
Listening to as many stakeholders as possible
Don't forget to include your stakeholders when designing for users. Stakeholders' perspectives can help make the design more realistic and logical, especially if they have specialized knowledge.
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