An MVP that helps organizations work together to reduce food waste
How I pivoted from individual food sharing app to businesses and non-profit network platform?
An MVP that helps organizations work together to reduce food waste
How I pivoted from individual food sharing app to businesses and non-profit network platform?
An MVP that helps organizations work together to reduce food waste
How I pivoted from individual food sharing app to businesses and non-profit network platform?
ROLE
UX Design Lead
ENVIRONMENT
Remote
Agile
Cross 3 time zones
Tools
TIMELINE
8 Weeks
4 Sprints
TEAMS
20 people
PM
Research
Design
Strategy
Tools
ROLE
UX Design Lead
ENVIRONMENT
Remote
Agile
Cross 3 time zones
Tools
TIMELINE
8 Weeks
4 Sprints
TEAMS
20 people
PM
Research
Design
Strategy
Tools
ROLE
UX Design Lead
ENVIRONMENT
Remote
Agile
Cross 3 time zones
Tools
TIMELINE
8 Weeks
4 Sprints
TEAMS
20 people
PM
Research
Design
Strategy
Tools
Overview
Overview
Food Distro is one of the projects under Techfleet, focusing on reducing food waste in the US through a digital solution
Food Distro is one of the projects under Techfleet, focusing on reducing food waste in the US through a digital solution
Goal
Goal
🎯
🎯
Establish an MVP concept for businesses and non-profits to redirect the food from landfills to people in need.
Establish an MVP concept for businesses and non-profits to redirect the food from landfills to people in need.
Problem
Problem
I joined Techfleet's Food Distro project in Oct 2023 ready to continue the initial MVP concept: a mobile app for individual food sharing that tackles food waste at a consumer level. To my surprise, because of potential high legal risks and market saturation, the client asked us to explore the possibility of shifting the direction. And we need to figure out how might we...
I joined Techfleet's Food Distro project in Oct 2023 ready to continue the initial MVP concept: a mobile app for individual food sharing that tackles food waste at a consumer level. To my surprise, because of potential high legal risks and market saturation, the client asked us to explore the possibility of shifting the direction. And we need to figure out how might we...
1️⃣
1️⃣
Find a solution that has lower legal risks
Find a solution that has lower legal risks
2️⃣
2️⃣
Stand out from existing products
Stand out from existing products
3️⃣
3️⃣
Change the target users to businesses and non-profits
Change the target users to businesses and non-profits
Role & responsibility
Role & responsibilities
Guided all design activities.
Guided foundational research and analysis.
🔍 Guided foundational research and
analysis.
Roadmap planning.
Planned and facilitated meetings, workshops, and sprints.
👩💻 Planned and facilitated meetings,
workshops, and sprints.
Maintained team's vision alignment and engagement.
🤝 Maintained team's vision alignment
and engagement.
Impact
Role & responsibilities
🚀 Streamlined workflow for the design team, increased design efficiency by 30%
🚀 Streamlined workflow for the design
team, increased design efficiency by
30%
📈 Pivoted the MVP to have higher scalability and broader market appeal.
📈 Pivoted the MVP to have higher
scalability and broader market
appeal.
👓 Collaborated with strategy lead to clarify product direction and mission statement.
👓 Collaborated with strategy lead to
clarify product direction and mission
statement.
👓 Collaborated with strategy lead to clarify product direction and mission
statement.
CHALLENGE
CHALLENGE
Delayed user interview insights with a tight deadline
Delayed user interview insights with a tight deadline
Early in the project, we hit a roadblock with the research team's capacity. I directed our design team to pitch in with secondary research work. But the research team wanted to keep interviews under their wing for tighter control. The research road map indicates that we wouldn't see interview feedback until the end of sprint 3, leaving us with only a two-week window for defining, brainstorming, and design. Moreover, holiday season cancellations shrank our timeline even further. It was a real test for me to lead the team to be able to deliver on time.
Early in the project, we hit a roadblock with the research team's capacity. I directed our design team to pitch in with secondary research work. But the research team wanted to keep interviews under their wing for tighter control. The research road map indicates that we wouldn't see interview feedback until the end of sprint 3, leaving us with only a two-week window for defining, brainstorming, and design. Moreover, holiday season cancellations shrank our timeline even further. It was a real test for me to lead the team to be able to deliver on time.
DISCOVER
DISCOVER
How competitor's product solved the problem through what features, legal protection, and at what scale?
How competitor's product solved the problem through what features, legal protection, and at what scale?
To understand how other products solve problems for the businesses and non-profits, I led the design team to do a competitive analysis of 10 competitors. The biggest insights we found are:
To understand how other products solve problems for the businesses and non-profits, I led the design team to do a competitive analysis of 10 competitors. The biggest insights we found are:
🚛 80% of products focus on logistics and volunteer management.
🚛 80% of products focus on logistics
and volunteer management.
📍 70% of products only work locally.
📍 70% of products only work locally.
🤝 10% of products focus on partnership building.
🤝 10% of products focus on
partnership building.
👩⚖️ 80% of products stated Bill Emerson Good Samaritan Act will protect their liability.
👩⚖️ 80% of products stated Bill Emerson
Good Samaritan Act will protect their
liability.
👩⚖️ 80% of products stated Bill Emerson Good Samaritan Act will protect their
liability.
Through that I saw:
Through that I saw:
🤔
Most of the products only work locally when their focus is logistics and volunteer based.
Most of the products only work locally when their focus is logistics and volunteer based.
🤔
Most of the businesses reduce food waste through partnerships, however, only 10% of the products focus on building the connection.
Most of the businesses reduce food waste through partnerships, however, only 10% of the products focus on building the connection.
Legal risk is one of the big problems we were trying to solve, so I dived into the research and learned:
Legal risk is one of the big problems we were trying to solve, so I dived into the research and learned:
✅
✅
Bill Emerson Good Samaritan Act is a law that protects all food donation for non-profits.
Bill Emerson Good Samaritan Act is a law that protects all food donation for non-profits.
🚨
🚨
For direct food donations to individuals, donors might not have the same level of legal protection.
For direct food donations to individuals, donors might not have the same level of legal protection.
Facts about current food donation to non-profits in the US
Facts about current food donation to non-profits in the US
While the research time started to prepare for the interview, I had the design team to take over the rest of the secondary research: And the most important key insights are:
While the research time started to prepare for the interview, I had the design team to take over the rest of the secondary research: And the most important key insights are:
🛒 Most of the food donations come from retailers.
🛒 Most of the food donations come
from retailers.
🤝 Most of the businesses deal with surplus food by partnering with non-profits.
🤝 Most of the businesses deal with
surplus food by partnering with non
-profits.
🚛 Most non-profits prefer pick-up when there is a good amount of food for donation.
🚛 Most non-profits prefer pick-up
when there is a good amount of
food for donation.
🚛 Most non-profits prefer pick-up when there is a good amount of food for
donation.
💰 Businesses with a system to deal with food waste normally will increase ROI because of better brand
reputation, tax deduction, better inventory mgmt.
💰 Businesses with a system to deal
with food waste normally will
increase ROI because of better brand
reputation, tax deduction, better
inventory mgmt.
💰 Businesses with a system to deal with food waste normally will increase ROI
because of better brand
reputation, tax deduction, better inventory mgmt.
🧍 Individuals can donate to non-profits, but will need to call to confirm with specific organizations.
🧍 Individuals can donate to non-profits,
but will need to call to confirm with
specific organizations.
🧍 Individuals can donate to non-profits, but will need to call to confirm with
specific organizations.
After the in-dept foundational research, here are the points that were noticeable to consider:
After the in-dept foundational research, here are the points that were noticeable to consider:
🤔
Businesses have motivation to deal with food waste because of the potential positive benefits it might bring.
Businesses have motivation to deal with food waste because of the potential positive benefits it might bring.
Businesses have motivation to deal with food waste because of the potential positive benefits it might bring.
🤔
Food donation between business and non-profit can work at a larger scale more easily than through individuals.
Food donation between business and non-profit can work at a larger scale more easily than through individuals.
Food donation between business and non-profit can work at a larger scale more easily than through individuals.
Validation to the pivot to businesses and non-profit food donation
Validation to the pivot to businesses and non-profit food donation
After presenting these findings to the client, we agreed to avoid the complications of personal food sharing and focus solely on non-profit donations, greatly reducing legal concerns.
Moreover, due to pick up volume requirement, it’s more feasible and impactful to focus on food donations between businesses and non-profits than individuals to non-profits.
After presenting these findings to the client, we agreed to avoid the complications of personal food sharing and focus solely on non-profit donations, greatly reducing legal concerns.
Moreover, due to pick up volume requirement, it’s more feasible and impactful to focus on food donations between businesses and non-profits than individuals to non-profits.
DEFINE
DEFINE
Narrow the scope and team alignment:
Narrow the scope and team alignment:
With the repeated interview delayed, many team members felt discouraged because and feel unsure about the next step. I realized we would have to move on without user insights. I am confident that with the extensive foundational research, we can come up with a good assumption. But…
With the repeated interview delayed, many team members felt discouraged because and feel unsure about the next step. I realized we would have to move on without user insights. I am confident that with the extensive foundational research, we can come up with a good assumption. But…
🤔
How do I align all 20 people of the project to one direction and also boost the engagement and momentum?
How do I align all 20 people of the project to one direction and also boost the engagement and momentum?
1️⃣ To achieve this, I directed the design and the research team to create proto personas, which served as an empathy tool and summarized the research insights.
1️⃣ To achieve this, I directed the design and the research team to create proto personas, which served as an empathy tool and summarized the research insights.
Business
Alex
Alex
Restaurant manager
💚
Wants to create a culture of food prevention that helps
the reputation of the business.
💚
Wants to contribute to serving the unprivileged.
😢
Doesn't know where to begin
😢
The work environment is too busy to deal with
surplus food.
Non-profit with distribution
Rachel
Rachel
Restaurant manager
💚
Wants to expand and maintain networks to increase
the quantity and reliability of food donations.
💚
Wants smooth communication with donor to receive
a good amounts of surplus food.
😢
Lack of trust between food donors
😢
Struggle with limited staff
2️⃣ I conducted a brainstorming workshop to encourage the team members to propose solutions using these personas. I asked them to write done solutions by answering these 4 questions:
2️⃣ I conducted a brainstorming workshop to encourage the team members to propose solutions using these personas. I asked them to write done solutions by answering these 4 questions:
🤔 Who is the target user?
🤔 Who is the target user?
🤔 What pain point does this solve?
🤔 What pain point does this solve?
🤔 How will this solve the pain point?
🤔 How will this solve the pain point?
🤔 What will motivate the user to use this?
🤔 What will motivate the user to use
this?
This structured approach ensured even those who missed the workshop could contribute. This activity effectively engaged the entire team, making them feel part of a progressing project.
This structured approach ensured even those who missed the workshop could contribute. This activity effectively engaged the entire team, making them feel part of a progressing project.
3️⃣ After the proposed ideas were gathered, it was clear to see a pattern. I grouped them by theme, and we got solutions in these 5 directions:
3️⃣ After the proposed ideas were gathered, it was clear to see a pattern. I grouped them by theme, and we got solutions in these 5 directions:
4️⃣ To narrow down to one direction that everyone can agree upon, I worked with the strategy lead to draft a survey that functions as a prioritization matrix. Through this, we rate each proposed direction by feasibility, impact and competitive advantage. And that is how I aligned everyone to have the MVP focus on:
4️⃣ To narrow down to one direction that everyone can agree upon, I worked with the strategy lead to draft a survey that functions as a prioritization matrix. Through this, we rate each proposed direction by feasibility, impact and competitive advantage. And that is how I aligned everyone to have the MVP focus on:
🤝
Building networks and connections between businesses and non-profits
Building networks and connections between businesses and non-profits
User insights validation
User insights validation
While waiting for the interview insights, I reached out to a worker at a large food retailer and learned that big companies usually have established food donation processes.
While waiting for the interview insights, I reached out to a worker at a large food retailer and learned that big companies usually have established food donation processes.
However, through the interview insights, we learned that the smaller businesses need assist with finding consistent and reliable partners.
However, through the interview insights, we learned that the smaller businesses need assist with finding consistent and reliable partners.
✅
These user insights validated the proposed MVP direction of building connections and partnerships in between businesses and non-profits.
These user insights validated the proposed MVP direction of building connections and partnerships in between businesses and non-profits.
Target users & MVP medium
Target users & MVP medium
To further narrow down the target users, I initiated a discussion within the design team, then with other team leads. Based on the user insights, we have set our target user as:
To further narrow down the target users, I initiated a discussion within the design team, then with other team leads. Based on the user insights, we have set our target user as:
🛜
Small to mid-size businesses and non-profits that looking to build or expand connections and partnerships.
Small to mid-size businesses and non-profits that looking to build or expand connections and partnerships.
As for the medium, due to users' busy work environment (kitchen, restaurants…) and the need to contact for donation pick-up, the most ideal medium will be:
As for the medium, due to users' busy work environment (kitchen, restaurants…) and the need to contact for donation pick-up, the most ideal medium will be:
📱
Mobile app for user's environment and possible future features.
Mobile app for user's environment and possible future features.
Develop
Develop
A user flow to align the vision
A user flow to align the vision
At this point, we only have 1 week to ideate and design. Each design team member proposed possible features and solutions. However, they were having a hard time seeing all solutions combined as one MVP. Therefore, I took the most impactful part of each proposed idea, and combined it as one user flow. Through this, the design team were relieved and able to envision with how the MVP will be and work more efficiently for wireframing and prototyping,
At this point, we only have 1 week to ideate and design. Each design team member proposed possible features and solutions. However, they were having a hard time seeing all solutions combined as one MVP. Therefore, I took the most impactful part of each proposed idea, and combined it as one user flow. Through this, the design team were relieved and able to envision with how the MVP will be and work more efficiently for wireframing and prototyping,
Flow break down: For both businesses and organizations
Goal: Ask questions in onboarding to help the matching process
Flow break down: Non profit explore partnership flow/ also works for businesses
Goal: Reach out to a potential partner
Flow break down: Businesses posting flow
Goal: Create food donation post
Flow break down: For both businesses and organizations
Goal: Ask questions in onboarding to help the matching processFlow break down: Non profit explore partnership flow/ also works for businesses
Goal: Reach out to a potential partnerFlow break down: Businesses posting flow
Goal: Create food donation post
Flow break down: For both businesses and organizations
Goal: Ask questions in onboarding to help the matching processFlow break down: Non profit explore partnership flow/ also works for businesses
Goal: Reach out to a potential partnerFlow break down: Businesses posting flow
Goal: Create food donation post
Flow break down: For both businesses and organizations
Goal: Ask questions in onboarding to help the matching processFlow break down: Non profit explore partnership flow/ also works for businesses
Goal: Reach out to a potential partnerFlow break down: Businesses posting flow
Goal: Create food donation post
Flow break down: For both businesses and organizations
Goal: Ask questions in onboarding to help the matching processFlow break down: Non profit explore partnership flow/ also works for businesses
Goal: Reach out to a potential partnerFlow break down: Businesses posting flow
Goal: Create food donation post
DELIVER
DELIVER
A simple Mid-fi prototype for the upcoming user testing
A simple Mid-fi prototype for the upcoming user testing
Through the user flow, we were able to work as a team to create a mid-fi prototype within a short time. I suggested the team to build it as simple as possible without too many assumptions, so we can gain the most feedback from the upcoming user testings and iterate accordingly.
Through the user flow, we were able to work as a team to create a mid-fi prototype within a short time. I suggested the team to build it as simple as possible without too many assumptions, so we can gain the most feedback from the upcoming user testings and iterate accordingly.
Reuse initial design component with improvement for the accessibility
Reuse initial design component with improvement for the accessibility
When I saw the road map from all teams, I realized we would have to deliver in a very short time. To increase the efficiency, I instructed the design team to audit and adjust the previous MVP for reusable components early in the project. This approach shortened the time to create mockup screens significantly and also improved by making the components more consistent and accessible.
When I saw the road map from all teams, I realized we would have to deliver in a very short time. To increase the efficiency, I instructed the design team to audit and adjust the previous MVP for reusable components early in the project. This approach shortened the time to create mockup screens significantly and also improved by making the components more consistent and accessible.
Color contrast failed WCAG AA
Inconsistent button style
Better accessibility
Consistent style
RESULT
RESULT
A mobile app focused on fostering networks and building partnerships between businesses and non-profits.
A mobile app focused on fostering networks and building partnerships between businesses and non-profits.
Customized Matching
Customized Matching
Onboarding process to understand each organization's preferences, offering matching recommendations for partnerships.
Follow to create contact list
Follow to create contact list
Addressing the preference for phone communications, it provides a list of contacts for streamlined food pickup arrangements.
Review & rating
Review & rating
Organization profiles feature reviews and ratings, enhancing reliability and accountability in partnerships.
✅
✅
Filled user experience gap from competitors
⚖️
⚖️
Lower legal risks by 80%
📈
📈
Increased scalability by focusing on networking instead of logistics
With a solid foundation, what's next…
With a solid foundation, what's next…
We have set a solid foundation for a smoother product development in the future. As my 8-week time with TechFleet's Food Distro app concludes, I've set key priorities for the next team to execute:
📐 Set KPI.
📐 Set KPI.
👥 User testing and interview.
👥 User testing and interview.
📱 Streamline the communication process.
📱 Streamline the communication
process.
🧵 Tailor and personalize the experience more.
🧵 Tailor and personalize the
experience more.
All project details, insights, and these next steps are compiled in a comprehensive handoff document, ensuring the incoming team has a clear road map for continued progress.
TAKEAWAYS
TAKEAWAYS
Agile & be proactive 🏃🏻♀️
Agile & be proactive 🏃🏻♀️
Initially, I hesitated, waiting for user insights before moving forward. However, the experience taught me the value of making strategic assumptions based on foundational research. The reality of project timelines often doesn't allow for exhaustive research, and it's crucial to learn when to advance with the information at hand.
Diverse communication styles 💬
Diverse communication styles 💬
As a leader, I focused on proactive communication and inclusivity. However, I realized the need to adapt my communication approach to suit different team members’ preferences. This adaptability is key to ensuring my points are effectively understood and embraced by everyone.
As a leader, I focused on proactive communication and inclusivity. However, I realized the need to adapt my communication approach to suit different team members’ preferences. This adaptability is key to ensuring my points are effectively understood and embraced by everyone.
Stop self-doubt 💪🏼
Stop self-doubt 💪🏼
I recognized my tendency for self-doubt, especially concerning team happiness and issue resolution. Moving forward, I aim to remind myself to balance my supportive nature with greater confidence.
I recognized my tendency for self-doubt, especially concerning team happiness and issue resolution. Moving forward, I aim to remind myself to balance my supportive nature with greater confidence.