Photo by Yaroslav Shuraev from Pexels

The Challenge

In the last decades, there has been a rise in consciousness on the importance of good nutrition and the responsibility that individuals have to provide themselves with good food. Organic food is not accessible to everyone, being restricted to those who can actually afford it.

Design Thinking Approach:

Image by: Nielsen Norman Group



We began our research by conducting a survey to learn more about people’s purchasing habits for fresh products. In less than 10 hours, we collected 123 surveys.

Results from survey


We began by interviewing five people who consider themselves to be the principal food shoppers in their families after conducting surveys. Their habits, knowledge of seasonal vegetables and local farmer’s markets, and aspirations linked with buying fresh products were also questioned.

The result from Interview, Photo by LinkedIn Sales Solutions on Unsplash


After the Empathy phase, it was time to move to the next stage of Define, where we turn our collected data into some actionable information and keeping the famous mantra in mind “YOU ARE NOT THE USER”.

Affinity Diagram

Affinity diagram

Empathy Map

Empathy Map Canvas

Primary Persona

Let’s say hello to Théo!

“I can’t tell which product is sustainable or not: the product information is not clear.”

Mind mapping

Mind map

User Journey

After combining both primary persona and mind map we created our user journey map. We created a scenario and divided that scenario into 5 stages (all explained below).

Théo’s User Journey

Problem Statement

Citizen needs to access nearby food with clear and credible information provided in their packaging because they want to be reassured that they are correctly purchasing healthy local organic and sustainable food while conserving the environment.


We believe that offering access to credible information provided in their packaging for citizens who want to eat and shop for more sustainable products will achieve reassurance of buying healthy and sustainable food while taking care of the environment. We will know we are right when we see an increase in sales of sustainable products.

How Might We

  • How might we help citizens find the nearest market that will provide them with sustainable products in order to save time?
  • How might we provide citizens with the most credible, transparent/clear information about the product sustainability so he can choose the product he’s looking for?
  • How might we give citizens the opportunity to compare multiple sustainable products to buy the best product?


We brainstormed again to come up with 3 features for our mobile app based on our three HMW.

  • Getting product info
  • Providing help to make decision
  • Getting market location info
Brainstorming features

Rapid Paper Prototyping:

Hand sketch User flow

Hand sketch User flow

Final Low-fi Sketch

Low fidelity sketch


Finally after rapid paper prototyping and working on our low fi we started working on our Mid-fi prototype

Mid-fi Prototype
Link to the prototype:


Now it’s the final step which is testing our mid-fidelity prototype. In order to test we decided to conduct some usability tests. We had 5 testers and we got different types of feedbacks which you can see in the below image.

Results of the Usability test


Design Thinking is a fantastic process, but it takes a lot of effort to be able to fully utilize it. It’s critical to know exactly what you want to get out of the Empathize phase. And in the whole process, I got to know my classmates better and worked on a final solution and presentation with my fantastic teammates. Overall, this was an excellent project for exposing me to the area of UX/UI, and I look forward to the projects ahead.



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Bibin K Ponnachan

Bibin K Ponnachan

Digital Marketer, Graphic Designer professional and UI/UX designer student.