Product Design:
a Short Story

Chapter one Food for thought


In North America, 168 million tonnes of food is wasted every year, with the largest contribution occuring at the hands of consumers, however The Commission for Environmental Cooperation (CEC)  reports the problem actually derives from the food-supply chain.

The problem of overproduction, rigid food-grading specifications, and varying-customer demands contributing to food waste have a significant environmental impact



of all retail produce is discarded because it’s not "pretty" enough


49 billion 

dollar value of food that is lost or wasted in Canada 


193 million 

tonnes of greenhouse gas (GHG) emissions the life cycle of wasted food produces 

Our Observations

We hit the streets to speak with 15 people of varying ages to discuss their feelings and thoughts about food waste 


9/10 people were aware that food waste is a problem

80% of their grocery shopping decisions were mainly impacted by price

If already purchased, most participants still eat fruit with “imperfections” such as misshapeness, bruises, spots

Younger participants (between 20-35) were more conscious about food waste than older participants (aged 36-60 years old)

Supporting Statistics

Graph showing the results of a survey conducted by the IFIC (International Food Information Council) Foundation 

More people tend to think about how reducing food waste benefits them individually and financially


Graph of grocery shopping behavior
motivated by food waste reduction 
from the IFIC Foundation survey

People aged 44 years and younger
are more consistently thinking about
food waste while grocery shopping


Chapter two Design decisions

How might we encourage eco-conscious consumers to purchase imperfect produce from the grocery stores in order to prevent  food waste?


We used a Persona to

visualize and empathize

with a potential user

of our product  


Product Design

Roles were divided among the team as the Decider, Writer, Asset Collector, Wireframe (high fidelity),Prototyping, Researcher (user testing), and Stitcher


Final chapter Our Solution


A mobile digital app that pairs with
associated grocery stores to sell customers
discounted "imperfect" produce through
the delivery or pick up method


Customers can collect Star Points from
to use for even more discounts


If picking up at the grocery store, customers
are reminded
of the address of their chosen
partnered grocery store, and
the time to
pick up groceries by

Our product design is a social impact project that aims as a potential solution to reducing food waste through technology that benefits not only the earth, but the consumer


Special thank you to my team Christina Chen, Vanessa Kwan, Mina Mehdipour, Karen Xiong and Jiayu Duan

If you would like to see more of this project and discuss the process of DUDs please contact me

Selected Works

DUDSDesign Solution for Food Waste Reduction

Navigating HomelessnessUX Design Capstone Project