Creating a sustainable product-service system that fosters direct connections between farmers and consumers.
TEAM
Prof. Christa Liedtke (Mentor)
MY ROLE
Product & UX Designer, Web Developer, Researcher
Product Design as a discipline has a long struggle with the concept of sustainability through its seemingly inherent materialistic nature. With the development and popularity of digital products, we now observe a trend of product service hybrids, called product service systems. Combining Ecodesign, Value Innovation and System Thinking, i created the PSS ‘Müko’: Focusing on strengthening sustainable development in micro economic structures my concept was designing a last mile delivery and commerce system for farmers. Müko builds a bridge between consumers and creators of food, bringing them closer while increasing the quality of food and life.
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Keywords:
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Sustainability, Product-Service-System, Mycelium, Microeconomic Structures, System Thinking
Challenge:
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Creating a sustainable product-service system that fosters direct connections between farmers and consumers.
Team:
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Prof. Christa Liedtke (Mentor)
My Role:
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Product & UX Designer, Web Developer, Researcher
Duration:
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5 months
Synopsis
Product Design as a discipline has a long struggle with the concept of sustainability through its seemingly inherent materialistic nature. With the development and popularity of digital products, we now observe a trend of product service hybrids, called product service systems. Combining Ecodesign, Value Innovation and System Thinking, i created the PSS ‘Müko’: Focusing on strengthening sustainable development in micro economic structures my concept was designing a last mile delivery and commerce system for farmers. Müko builds a bridge between consumers and creators of food, bringing them closer while increasing the quality of food and life.
We face an uncertain future as a result of reckless consumption - mostly in western society. For this reason, I researched Product-Service Systems (PSS) as part of my bachelor's degree: Product ownership stays with the PSS operator. Second, PSS uses products as a means of offering services. Finally, PSS allows both governments and companies to formulate policies regarding sustainable production and consumption patterns. This led me to focus on the first and most basic human need: food.
In its approach, my idea was evolutionary and design-driven. My concept combines System Thinking, Value Innovation and Ecodesign. In my field of interest, I connect food consumers with farmers who produce their meals, adding value and meaning to dinner.
02
Research
Exploration (Field Research)
To find painpoints and problems for farmers as well as considering how food gets from farm to fork i contacted some selected companies and farmers to get a better understanding of the different systems of food marketing: A farmer, a logistics specialist and the communciation strategist of a sustainable delivery start up.
Left to Right: J. Schultz, Logistics Specialist (Focus: B2B), M. Götz, Farmer (Focus: B2B & B2C), A. Breitenstein, Com. Strategist (Focus: B2C)
In my studies, I focused on how food is grown, sold, and delivered, as I was fascinated by the process. As a result of these talks and the literature review that followed, I was able to identify a number of problems plaguing both farmers and consumers alike:
03
Analysis
Harvesting Ideas (Iteration)
After the definition of my problem area, i was able to gather a collection of other PSS that were focused on the same hypothesis. Taking these as a baseline for already established customer groups as well as delivery systems and sustainable strategies i critically questioned their features and product funtions (Competitive Analysis) to decide how the plattform should work.
Analyzing different websites for their features and how to rework them
Most websites suffered from similar problems: Navigation issues, outdated design language, and complicated control panels. Based on this analysis, I developed a UX flow that divided Müko's users into two primary roles: Providers (producers) and Purchasers (consumers). These two parties have different goals: Buyers want to shop for food smoothly and learn more about produce, while farmers want a platform that attractively presents their produce and where they can share information with buyers. Based on these insights, I created a feature narrative and further developed this into a user flow. The key phases and component were:
✹ Exploring Myko
The entry point into the website is meant to inform people what the Müko system is, who it caters to and what its benefits are. By a process of elemination the needs of the visitor are checked to then send them on the respective paths: (A) Service User, (B) Service Supporter, (C) Curious Visitor.
✹ Ordering Food
To order food there are mulitple options for the Service user: Either choosing premade, seasonal packages, creating their own, or saving food packages that are about to expire, have flaws on them or similiar quality issues. They also are provided with the option to learn more about producers as well as check on their produce and activities. During checkout they have options of plastic free delivery, different delivery times and custom payment options.l
✹ Supporting Myko
The alternative route is for producers or ‘Service Supporters’ to find their way onto the plattform, to establish first contact between them and the Müko Community. This route showcases the size and reach of the community, its benefits, starter kits as well as a contact form to connect new Service Supporters to Müko.
Finished UX Flow
04
Analysis
Thinking inside of the box (Iteration)
In my role as a product designer, I still wanted to create something tangible that would logically fit into the Müko system as a representational manifestation. I observed during my visits to the Abokiste operation that a delivery always consists of two elements: the platform through which the order is placed and the box in which the goods are delivered - more specifically an EPP crate inlay that keeps the produce at the correct temperature. Due to this, I decided to add a sustainable "Müko" delivery box to the platform.
The platform (Service Design)
The referenced style guides - it was important to me to keep it simple and concise.
Based on the userflow, I developed the underlying infrastructure, the service, in the form of a website. In order to implement the feature narrative and userflow, I created a design system and associated style guides. As part of the styling, I kept it simple and playful, with hand-painted illustrations in different colors that picked up on and illustrated the food theme. Imperfections in the illustrations illustrate the down-to-earth nature of the producers as well as the naturalness of the products available for purchase.
Last but not least, I completed the design package in the form of posters, advertising and the like. The visual rhetoric I had built up so far was brought to a logical conclusion with this last step.
What's in the Box ? (Product Design)
The properties of EPP make it a good material for food transportation: it is light, thermally insulating, odorless, and recyclable. The recycling of polypropylene, however, is not economically viable, unlike HDPE or LDPE. Instead, the goal should be to recycle existing waste and create new material cycles that do not require additional input. Based on my research, mycelium composites are the best material.
The fact that it can be obtained from agricultural waste is a very big advantage. The fire resistance of Mycelium is higher than EPPs, which only have a B2-rating, and it is water-resistant. It has been found that hemp-mycelium composites have a thermal conductivity of 0.0404 [W/(m/K)], which matches EPP's 0.040 [W/(m/K)]. It therefore makes sense to replace EPP containers with mycelium containers. I started testing the limitations of the mycelium composites and designed according to my findings, focusing on creating crates that are durable, stackable, light and easily transportable.
Striped and Strapped - The multiple grooves in the crate are designed for structural stability as well as for transport, making strapping down the crates easy and convenient
Designed to be a standard -Most delivery services in Germany use standardized NAPF crates that fit onto DIN euro-pallets - my crate is designed as an inlay in accordance to these restrictions
Hold me closer - It is easy to lift the crate with grips on both sides and at the bottom.
Together as one - Both the lid and the base are attached to the box's body, so that when stacked, their heights ensure that the carrying container won't fall down when it's stacked.
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