SmartBagMajor Project
London College of Communication MDes | Service Design Innovation 2015/16
Rodrigo Maia Goncalves
10 million tonnes of food is wasted every year in the UK, costing £17 billion!
BackgroundMAJOR PROJECT
10million tonnes of food is wasted every year in the UK.
source: The Waste and Resources Action Programme Estimates of Food Surplus and Waste Arisings in the UK
source: The Waste and Resources Action Programme Estimates of Food Surplus and Waste Arisings in the UK
10 million tonnes of food is wasted every year in the UK, costing £17 billion!
BackgroundMAJOR PROJECT
10million tonnes of food is wasted every year in the UK. =£17
billion per year
BackgroundMAJOR PROJECT
Food waste % by sector Supermarkets contributed to just 1.3% of all food waste in the UK in 2013. Household food waste contributes the highest proportion, although combined food and drink manufacturing and retail and wholesale would top this.
FOODWASTE
in UK
Household42%
Food/drink manufacturing
39%
Food service/ hospitality
14%
Retail/ wholesale
5%
source: Eurostat
Background
Food waste across the EU In a 2010 report, the European Commission estimated annual food waste generation in the EU 27 at approximately 179kg per capita, or 89m tonnes. The chart shows how this breaks down by member state.
source: The Guardian
MAJOR PROJECT
Background
Food waste across the EU In a 2010 report, the European Commission estimated annual food waste generation in the EU 27 at approximately 179kg per capita, or 89m tonnes. The chart shows how this breaks down by member state.
source: Eurostat
Total food waste, million tonnes per year. UKGermanyNetherlandsFrancePolandItalySpainBelgiumRomaniaSwedenHungaryPortugalIrelandFinland
Czech RepublicBulgariaDenmarkSlovakiaLithuania
GreeceEstoniaCyprusLatviaSlovenia
0 3 6 9 12
LuxembourgMalta
MAJOR PROJECT
How can new technologies encourage UK food consumers to reduce waste in order to increase sustainability?
BriefingMAJOR PROJECT
There is a huge opportunity to change these figures by developing a project that could incentivise UK families to dramatically reduce food wastage on a daily basis.
Design OpportunityMAJOR PROJECT
Reduce food waste in London in order to contribute to a more sustainable future.
MAJOR PROJECT
Aim
Design tools
Online questionnaire Through an online research, I could
analise friends’ strategies to tackle
food waste across the world.
MAJOR PROJECT
Design Tools
MAJOR PROJECT
Design Tools
Buy food weekly. Buy less food and go to the supermarket more often.
Freeze food which you won’t eat this week.
Cook enough for 2 (no leftovers), freeze whenever possible, buy in small quantity, go on the market once a week (organic, which spoils even easier ...)!
Plan your weekly menu and create recipes with leftovers.
Don’t peel some vegetables and share your food with people near by.
This tool helped me to understand
the food consumption behaviour
among stakeholders and also
identify the main reasons why the
percentage of wastage of food is
extremely high in London.
User diary
Design ToolsMAJOR PROJECT
Design ToolsMAJOR PROJECT
MAJOR PROJECT
Design Tools
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
Bread/ToastFruitsCheeseEggs YogurtJuiceOther:
Food description:
Breakfast
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Dinner
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Lunch
MAJOR PROJECT
Design Tools
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
Bread/ToastFruitsCheeseEggs YogurtJuiceOther:
Food description:
Breakfast
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Dinner
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Lunch
MAJOR PROJECT
Design Tools
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
Bread/ToastFruitsCheeseEggs YogurtJuiceOther:
Food description:
Breakfast
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Dinner
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Lunch
MAJOR PROJECT
Design Tools
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
Bread/ToastFruitsCheeseEggs YogurtJuiceOther:
Food description:
Breakfast
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Dinner
75%50%25%
Amount thrown out:
YesNo
Did you prepare it?
ExpiredMoldy/spoiledNot tastyOversized portionLeft out without refrigerationOther:
Reason:
VegetablesSalad MeatFish/seafoodPastaOther:
Food description:
Lunch
Design ToolsMAJOR PROJECT
This design tool facilitates the
understanding of how sales
strategies in supermarkets,
including product promotions and
the size of packaging, can contribute
to the increase of food waste in
London families.
User journey
MAJOR PROJECT
Design Tools
USER JOURNEY
MAJOR PROJECT
Design Tools
Gender: Occupation: Nationality: Lives in: Education: Family:
Female
Full-time job British
Angel
MA Literature
Lives Alone
PersonasGoals:
• Eat healthy
• Be more sustainable
• Consume local products
• Consume less packaging
• Help her community
Frustrations:
• Packaging sizes
• Price of organic food
• Have more time to enjoy her
house
Consuming habits:
Wasteful Sustainable
Unplanned Planned
Impulsive Focused
Digital Physical
Design ToolsMAJOR PROJECT Joanna, 27
I try to avoid wasting food as much I can but sometimes it is difficult to manage my fridge.
“
Consuming habits: • The People’s Supermarket
“Our vision is to create a commercially
sustainable, social enterprise that achieves its
growth and targets whilst operating within values
based on community development and cohesion.
Our intent is to offer an alternative food buying
network, by connecting an urban community with
the local farming community.”
The People’s Supermarket mission statement.
Joanna, 27
Design ToolsMAJOR PROJECT
Personality: • Sustainable and social awareness
• Not a digital person
Joanna, 27
Design ToolsMAJOR PROJECT
Personality: • Sustainable and social awareness
• Not a digital person
Joanna, 27
Design ToolsMAJOR PROJECT
Personality: • Sustainable and social awareness
• Not a digital person
Joanna, 27
Design ToolsMAJOR PROJECT
Gender: Occupation: Nationality: Lives in: Education: Family:
Male
Full-time job British
Parsons Green
MA Business
Wife and son
PersonasGoals:
• Do more sports
• Save more money
• Buy a new house
Frustrations:
• Have more time with his family.
• Have more time to cook for
himself and/or for friends.
Consuming habits:
Wasteful Sustainable
Unplanned Planned
Impulsive Focused
Digital Physical
Design ToolsMAJOR PROJECT Alex, 35
I lead a very busy life and don’t have the time to plan every meal.
“
Personality:
• Very organised
• Digital addict
• Social media active
• Enjoys discovering new apps
• Enjoys cooking
Alex, 35
Design ToolsMAJOR PROJECT
Alex, 35
Design ToolsMAJOR PROJECT
Consuming habits:
• Hellofresh
• Practical and simple
• Digital
Design ToolsMAJOR PROJECT
Consuming habits:
• Hellofresh
• Practical and simple
• Digital
Alex, 35
Design ToolsMAJOR PROJECT
Consuming habits:
• Hellofresh
• Practical and simple
• Digital
Alex, 35
Design ToolsMAJOR PROJECT
Consuming habits:
• Ocado.com
• Convenient
• Digital
Alex, 35
Design ToolsMAJOR PROJECT
Consuming habits:
• Ocado.com
• Convenient
• Digital
Alex, 35
Design ToolsMAJOR PROJECT
Consuming habits:
• Ocado.com
• Convenient
• Digital
Alex, 35
Thank You!Rodrigo Maia Product Designer
Mobile: UK +44 7596 487872 BR +5521 99165 5638 Website: rodrigo-maia.com