Local Futures Albert Liang, Brandon Maddick, Zachary Maurer POVs & Experience Prototypes
Team Local Futures Albert Liang Brandon Maddick Zachary Maurer Our Focus: Design a platform that helps farmers and consumers engage the local food market.
Initial POV We met Sam, a farmer from the Fresno area Who needs to visit around 20 farmers markets a week Because the markups at farmers markets are worth driving multiple trucks for hours to get to them It would be game changing if farmers with limited/without transportation capital could make it to as many markets per week.
Unpacking Additional Needfinding Food Spoilage Safety Stock
Unpacking Additional Needfinding Food Spoilage Safety Stock
Unpacking Additional Needfinding Food Spoilage Safety Stock
Brainstorming
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
Revised POV #1: Bob We met Bob Who needs to sell out all his produce at each farmers market, but must keep a reserve of meat Because produce spoils quickly due to handling, but he can’t miss a meat sale It would be game changing if farmers had a better way to manage inventory. Image from: http://www.montereybayfarmers.org/wp-content/uploads/2015/10/Old-Creek-Ranch-1.jpg
HMW #1 : Bob How might we never have stands sold out, but waste as little food as possible?
Assumptions Customers want to order ahead, no sold-out stands. Pre-orders help farmers break even quickly.
Solution 1: Farmers Market Pre-Ordering ● Post-it Notes ● Farmer & Consumer ● Sequence of UIs ● Experience of: ○ Adding to catalog ○ Fulfilling orders ○ Purchasing products
Prototype 1: Farmers Market Pre-Ordering ● Edwin from Padao & KY Yang, Fresno ● Mike, distributor of pre-packaged Afghani food Test participant declined photo. Image from: http://www.va.gov/health/NewsFeatures/20110823a.asp
Results ● Worked: ○ Appealed economically to vendors with perishables ● Didn’t Work: ○ Unclear if individual sales are main driver of revenue ○ Non-ideal for non-perishables ● Surprises and Lessons: ○ Named GrubMarket as an example
Insights Contradicted Assumption While farmers saw potential and expressed interest, most don’t want to package individual orders beforehand.
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
Revised POV #2 : Judy and Chelsea We met Judy and Chelsea, mushroom vendors for Far West Funghi Who needs to factor informal pre-orders into stocking decisions Because their product is more predictable than other produce It would be game-changing if other farmers could feel just as secure despite less reliable yields Image from: http://i0.wp.com/farm4.static.flickr.com/3463/3947182476_8d71beb067.jpg?resize=500%2C334
HMW #2 : Judy and Chelsea How might we leverage the community to give farmers more security?
Assumptions Customers interested in participating because ● Willing to support local food AND ● Get lower total cost in long run
Solution 2: Local Farmer Membership Program ● Ream of paper ~ tablet ● Experience: ○ Sign up ○ Pay for membership
Prototype 2: Local Farmer Membership Program ● Daniel ● Shopping at Whole Foods
Results ● Worked: ○ Felt good about helping farms ○ Found tool convenient ● Didn’t Work: ○ Didn’t think about his bottom line ○ Didn’t like benefit to himself. ● Surprises and lessons: ○ Local food inconvenient b/c of time, not money
Insights Consumer more concerned about helping farmer than own bottom line ● Despite more professional setting Contradicted Assumption
3 Solutions #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
Revised POV #3 : Alex We met Alex, owner of a restaurant that sources from local farms Who needs to impact his potential consumers more Because not enough people feel strongly enough, or know enough, about the meat industry to support more businesses like his. It would be game-changing if more people educated themselves about local food sources. Image from: http://www.feastmagazine.com/feast-50/article_6db5358c-2677-11e5-a950-f79b86256586.html
HMW #3 : Alex How might we make it easy for people to learn about local food sources around them?
Assumptions ● People would buy more local food if it was convenient to locate ● People want to know where their food comes from
Solution 3: Local Food Directory ● Steak Brandon just purchased ~ smartphone ● Experience: ○ Using a mobile app
Prototype 3: Local Food Directory ● Ben ● Shopping at Whole Foods
Results ● Worked: ○ Ben liked the convenience ● Didn’t Work: ○ Specific farm info wasn’t valuable ○ Didn’t feel like they got to know the farm ● Surprises and Lessons: ○ People do feel lack of info on local/organic food
Insights Supported both assumptions Solution not effective Finding a convenient way for people to get to know the farm would be a game-changer.
3 Prototypes #1: POV HMW Farmers Market Pre-Ordering #2: POV HMW Local Farmer Membership Program #3: POV HMW Local Food Directory
Thank you!
Appendix
Team Local Futures Albert Liang Brandon Maddick Zachary Maurer Our Subject: Food Our Focus: Design a platform that helps farmers and consumers engage the local food market.
Solution 1: Farmers Market Pre-Ordering Consumers: ● Browse produce ● Pay ahead of time ● Pick up at market
Solution 2: Local Farmer Membership Program Consumers: ● Browse produce ● Pay ahead of time ● Pick up at market
Solution 3: Local Foods Directory Consumers: ● Browse produce ● Pay ahead of time ● Pick up at market
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