Why is 1/3 of all food we consume being thrown in the trash?

We conducted 7 semi structured interviews with a diverse group of people and ages to learn about their behaviours. We wanted to get in depth of the 'why' behind their actions.

How can we motivate people to change their behaviour?

77% expressed they feel guilty when waisting food and if that isn't a motivator enough to stop waisting food then what could be?

In psychology, human motivation is influenced by both intrinsic and extrinsic factors. This implies that our actions can be guided by either external elements such as rewards or internal elements like personal enjoyment which also is the strongest form of motivation.

Brainstorming: An app to keep track of your food-inventory.

When we brainstormed the motto was "quantity over quality" and "no idea is a bad idea" when we had collected a bunch of ideas we had a pretty clear idea of where the project was heading.

Finding the market gap

Sketching, testing and reiterating the screens

After several iterations we found a natural flow for the app, and by following the Jacob Nielsens rules of thumb we could feel confident in that the flow follows industry standards to make it usable and easy to use.

Challenge:
We found it quite challenging to prioritize of how which paths to showcase on the top-nav and which paths to showcase on the bottom-nav. This had us reiterating the sketching multiple times in order to find a path that felt natural and by testing in the early stage of the process we were able to confirm our assumptions before heading over to the hi-fi design.

Let me walk you through the Zero Waste-app!

Quick overview

Keep track of your progress.

Think smarter when browsing for recipes

Browse and add food to your inventory.

Inspire and get inspired with the social feature.

Business perspective

By providing the user with recipes and grocery list we could see beneficial opportunities for companies to have sponsored collaborations in the app. For example by suggesting their products or certain grocery stores in the app.

Since one of the goals is to motivate users by extrinsic factors a long term goal is to implement a feature where the user gathers rewards by making sustainable choices, that can be used as discounts for certain brands.

The next steps...

• Implementing a collaborative space for more users in order to keep track of the food waste.
  

• Implementing online shopping and rewards-system ( from brands with sustainable ethics.) which the user can use, in order to keep the users motivated.
  

• Scan products to add them to the inventory and get information about sustainable products by getting them "green-passed"