Tracing the Food Journey: A Farm to Table Mobile Experience

The impact

The design was a key demo in the 2021 annual Beef Week Conference. It allowed conference attendees to scan the QR codes of 3 different types of beef pack and experience the food journey right at the click of their finger tip.

Project Overview

Client: KPMG Origins
Industry: Agriculture, Supply Chain, Logistics, Blockchain
My Role: Lead UX/UI designer embedded in a team of 4 (developer, product manager, business analyst).

A mobile web experience was designed as part of an engagement with a global blockchain enabler to showcase its farm-to-table traceability offering. The end product was demo-ed in the 2021 annual Beef Week conference where attendees can use their mobile phones to scan a QR code on a beef pack and viewed the 'food journey' of the product from the paddock to the retail.

The Problem

The missing piece of my client's blockchain product was the consumer-facing component. From the inception, the product was designed and tailored for the enterprise customer and key industry supply chain players. Therefore, consumer experience was de-prioritised off the roadmap - until now.

An opportunity for designing a farm-to-table consumer product experience arose when an Australian cattle enterprise expressed interest in showcasing such value add in the 2021 annual Beef Week as part of their industry demo.

With no research or design done, we saw the need to surface and understand what everyday consumers care or don't care about their food- especially about beef product.

Objective

To create a mobile web experience that tells a compelling story about the food we eat; to create a visually impactful and informative design that increases consumer confidence about the product and heightens the 'feel-good' factor when making a purchasing decision.

The process

Define the narrative and key story we want to tell: Farm-to-table traceability is not a new concept. Many food brands have trialed and succeeded in highlighting the transparency of their supply chain. However, the unique story we wanted to inspire in consumers were centred around data.

The goal was to highlight what more this blockchain product bring to the farm-to-table story; what makes it powerful and unique from others

• Workshop & lean research: working closely with the account manager for the cattle client and a diverse table of the product executives, we identified the needs of both consumers and the business to inform initial concepts. Specifically, we investigated what consumers care about beef and the influencing factors when making a purchasing decision

  

  
  

• Driving design with a clear content plan: a detailed content plan were provided by the cattle client to set the foundation for key narrative. I then proceeded to breaking down the content, classifying them to themes in a desired story flow and then cataloging information type with data example. The goal was to map out a clear content structure and drive design from it.

• Back on drawing boards & weighing design options: there are pros and cons in all design options and decisions. I explored & presented different design options back to the stakeholders, and from it, we validated assumptions and agreed on the a design direction.

• Wireframe & design evolution: the design went thru a number of iterations from sketching, box wireframes, detailed wireframes with real copy and eventually to a fully designed mobile web experience that was ready to for built. The design evolution:

  

Final Design