Reduce Food Waste in the Netherlands

EST 2020

E C U RED FOOD WASTE

“Imagine walking out of a grocery store with four bags of groceries, dropping one in the parking lot, and just not bothering to pick it up. That’s essentially what we’re doing.”– Dan Gunders

Amna Chedhli 630409

REDUCING fOOD WASTE AT DUTCH HOMES

Hunger in the world Food loss in the world 1.3 Billion tons of food is lost and wasted More than 820 million people are hungry 350 Million tons are wasted 88 Million tons are wasted in Europe

1 in 9 people went to bed hungry 1 in 3 people suffer from malnutrition

1/3 of the food in the world is lost or wasted every year

Food waste in the Netherlands

Consumers

2.4 billion euro

Farmers & Trade Processing industry

700 million kilo

Restaurants & catening 0%

Stakeholders

10%

20%

30%

40%

50%

Value

Waste

Dutch people throw away 8 to 11% of the food they buy A Dutch person throws away 34 kilos of food every year Meat 9.7% Bread 30.6%

Fruits 16.7%

Vegetables 19.4%

Dairy 23.6%

Trends in food waste in the Netherlands

The Dutch Government has been following a policy to reduce food waste since 2009. The aim is to halve food waste by consumers and supermarkets by 2030 compared to 2015.

50 40 30 20 10 0

2010

2013

2016

2019

Throwing away one bruised apple is equal to throwing away 125 liters of water

The causes of food waste @home

Most food is wasted by families and young people under 30

WHY?

Partners dont want food from before Not enough space to stock food People buy big packs cause it's cheaper Impuls buying

They don’t estimate how much they need They don’t store the food correctly people don’t understand the difference between "best before" and "do not use after".

Did you know throwing away 1 hamburger has the same impact as 90 minutes under the shower

IMPACT It’s not just food that is wasted, consider water for irrigation, land for planting, fuel for powering harvest and transport vehicles, packaging materials, energy ...

1/4 of what we throw away is enough to feed all the hungry people Research

I did a survey on foodwaste among people in The Netherlands to check some of the facts of my desk research and to check if they are aware of the impact of foodwaste and if they are willing to change. 25 persons filled in the questionaire. 19 of them were under the age of 30.

I made the survey with Google survey.

SURPRISING INSIGHTS FROM SURVEY I added this question because in my desk research I discovered that many people do their shopping on impulse.

They decide what to buy when they are in the shop. They often go there after work, when they are hungry. They don't check their stock before going to the shop.

"If I'm not sure if I have enough bread left, I just buy a new one because bread is not really expensive".

There are different reasons why people throw away food. The top three answers were all about the expiration date. People weren't sure if they could still use the food or said the date had expired or the food wasn't fresh anymore.

"I don't rely on my nose to check if something is still fresh. I just look at the date on the packaging".

There are different reasons why people throw away food. The top three answers were all about the expiration date. People weren't sure if they could still use the food or said the date had expired or the food wasn't fresh anymore.

"I always keep the date on the packaging as a guideline, after the date has expired, I throw it away'.

Not knowing that a problem exits will not put people into motion and find a solution. Two thirds of the people who did the survey are not aware of the amount of food that is being thrown away.

"34 kgs? Really? That's how much a child weights. I could save a lot of money I think!"

When there is a will there is a way

From my desk research and my survey I learnt that a change of behavior is needed to help reduce foodwaste. From experience and literature I understand that behavior is one of the hardest things to change. An article from Elliot T Berkman Ph.D, researcher at the interface of psychology and neuroscience helped me to find an approach. This approach divides behavior change into two broad components:

The will and the way.

The “will” is about the motivational and emotional components of behavior change. It is the “why”. Why is the behavior important to a person? Why does the person want to change? Whynow?

The “way” refers to the cognitive and informational aspects of behavior change. It is the “how” of behavior change. How is behavior change going to unfold? What skills and capacities does it require?

What is the specific plan?

I asked five people to help me find the why and how of behavior change concerning foodwaste and together we came up with the following solutions to build into my design criteria. .

The will

Knowing someone can improve his own life Knowing about the quantity a person wastes Knowing how much money a person wastes Knowing about how a small step can have a big impact Knowing about the hunger in the world Knowing about the urgency for the environment

The wAY Get rewarded Makes you feel good Get acknowledgement A chance to help others Improve living conditions Saves money Practical and easy

ConclusionS The person needs to learn about his/her impact on a micro level.

The person needs to understand the problem he/she causes and the effect of the problem on other people/the environment.

The change needs to influence emotion, makes a person feel good.

The person likes to get rewarded in the sense of acknowledgment or money.

If the change is practical and easy there is more chance to success.

TREND CANVAS

Too good to go (app) Instock restaurants Taste before you waste initiative Foodbanks

Inspiration

Emerging Expectations

Shifts

basic Needs

Connection Empathy Convenience Positive impact Relevance

Demographic change Big data Social polarization Transparency Awareness Sustainability

Triggers

Pandemic Economic crisis Digitalisation Environmental issues

Growing global population Deteriorating natural resources Increased urbanization Food waste in the world

Underlined trends basic Needs

Connection: People enjoy being with other people and share anything with them to learn and to find meaning and purpose. Convenience: People like doing something but since most are busy they don't easily adopt to something that will take effort or time. It has to be easy accesible and understandable. Positive impact: Especially the young generation (milleniums) is very aware about their nutrition and the environment and are willing to make changes in the world for future generations.

Shifts

Demographic changes: The number of single households increases in The Netherlands. In 2020 it's 3 million out of 7.6 million, by 2030 it will be 3.5 million. Awareness: More and more people understand that we need to sustainably manage our planet's resources and ecosystems, mainly due to disasters like the Amazon fires.

Triggers

Pandemic: The world today faces a big pandemic. Many have for the first time been confronted by international measures such as confinement and huge death rates. What we are going through today will change the lives forever. Economic crisis:Â We are very likely to get an economic crisis now after the Covid pandemic. This crisis can cause two diffrent scenarios: people can be very impulsive to stock food and not use it or people can't afford anything and will be hungry.

Emerging Expectations

Growing global population: By 2050, it is projected that there will be 9.2 billion people on the planet, and recent estimates suggest that food production will have to increase by 70% if we are to feed everyone. Food waste: 1/3 of the food in the world is lost or wasted every year.

Past, Present & Future

In 2010 in the Netherlands nearly 14 percent of all food bought was thrown away. In 2019, Dutch consumers wasted approximately 34 kilos of food per person per year.

The aim is to halve per capita global food waste at the retail and consumer level, and reduce food losses along production and supply chains by 2030.

EMPATHY MAP

'When my mum cooks she spends half of the money I spend now. I could save this money for taking diving classes when I go on holiday' .

CUSTOMER JOURNEY

TOUCHPOINT ANALYSIS

What shall I buy?

A 2+1 offer on my favorite food, that saves money

Those apples really shine, let me get a box.

I don't feel like cooking. Is there some ready made salad?

How long have I kept the eggs in the fridge?

I better buy new.

Do I still have bread for tomorrow?

Well, I'll just buy some.

Shall I add chicken to the salad?

Or will that be too much?

The apple pie is 35% off, can I keep it for the weekend?

I need milk, the one in the fridge has expired I think

I will cook beans tomorrow, how much do I need for one person?

That pizza is too big for one person.

The open can of tuna in the fridge is not good anymore, I need a new one.

STAKEHOLDERS & TOUCHPOINTS

Retail

Presentation of food. Focussed on consumers buying more.

35% off orders: Food that has reached the expiration date, can only be kept short period of time Portions of food: Many are not fit for one person. Either too small or too big . So you buy more.

Axel

Emotion: Axel goes to the supermarket hungry. Likely to buy more than needed.

Unplanned: Axeld decides in the supermarket what to buy. Didn't check his stock.

Education: Axel has no idea about THT/TGT, about portion sizes and how food can best be kept.

Brands

Advertising in store: 2+1 can make you buy more than you need Packaging: Often not fit to keep the leftovers. Tuna, soup etc will expire easily.

Information: THT and TGT often not clear.

Ofter lacks clear information about how to prepare and how to stock.

TOUCHPOINT ANALYSIS

Goodbye food

The banana has black spots, there are fruitflies and it is juicy. Maybe I should have kept it in the fridge.

The apple is wrinkled, I don't think I can eat it anymore There is mould on the bread. I am not allowed to feed it to the ducks, I may get a fine.

The milkbottle says TGT yesterday, it smells okay, but I don't want to get ill using it.

I should start a diet.

I don't want the apple pie any more

Change of plans. I will eat at my parents place tonight. Maybe I will take the beans tomorrow.

How can I save money for my diving lessons?

Do people really throw away 34 kg of food every year?

I shouldn't have thrown away the box of the eggs. Now I don't know if I can still use them.

What's in the box in the freezer? I don't remember putting anything there.

I will clean the house tomorrow. Some stock has been there for years. Maybe I can donate to the foodbank.

Where shall I leave the remainder of the rice. I don't have enough space in my closets.

'In 2020 the number of single households is almost 50% of the total households in the Netherlands.

Surprisingly, however, the packaging of most consumer goods is based on an average family of 2 parents and 2 children'.

STAKEHOLDERS x TOUCHPOINTS

Axel

Hygiene: Axel wants to make sure his house is clean so he can invite his friends this weekend.

Mood change: Different mood creates different plans. No use for some of the food he bought.

Education: Axel has no clue about storage and dates.

Finance: Axel is not aware of throwing away money. He thinks he saves it by buying offers.

Government

Educate the public: TGT/THT Informatio on packaging should be larger/more clear by law.

Be active in educating the people about foodwaste and possible solutions.

Garbage collection: Seperation of food and other waste should be encouraged.

Parents

Upbringing: From a young age children should be aware of foodwaste.

Cooking: Parents should involve the children more in cooking and recipes.

The older generations often knows solutions for stale bread or how to make jam from fruits.

Manufacturers of kitchen equipment

Temperature fridge: Different foods should be kept at different temperatures.

Storage: Sometimes articles move to the back of the fridge or cupboard due to bad storage, people don't know they still have something in stock.

Stakeholder Identification

Axel

Axel represents the young people under 30 years old. He often eats ready made food. He is responsible about his choices, he likes good deals and he lives a good life.

Government

The initiative called ‘United against food waste’ is active in the Netherlands The task force aims to reduce food waste in the Netherlands 50% in 2030 (compared to 2015). The Dutch government provides 7 million euros to support this objective via investments in innovation, research, monitoring and education.

PARENTS

Parents are responsable to educate their children and teach them their responsibility for the planet. When parents are responsible about sustainability it is most likely the children will copy their behaviour.

Manufactures of Kitchen equipement

Kitchen equipment like the fridge and the cupboards help to keep the food fresh, however they need to be organised well. The manufaturers could help by building in gadgets to keep track of the expiration dates.

Retail

Retail is one of the places where consumers buy food. Retail stays alive buy selling food as much as they can. They make the food look attractive and have special offers. All aimed to increase the sales. They also keep track of expiration dates.

Brands

Brands are responsible for their product and how these are advertised. Special offers like 2+1 are organised by the brands. The aim of the brands is to sell more of their products, they don't really care if the products are eaten, it all about sales. The more the better.

StakeholderS Mapping High power

The parents

Retail

Government

Brands

Axel LOW INTEREST

High INTEREST

Manufacturers LOW power

Explanation

Government The government makes laws on food and determines taxes. They are the link between the stakeholders. They are powerful. The government signed the UN agrement and they want to achieve the goals .

Retail Retail is in direct contact with the consumer. They determine the assortment in the shops. Retail puts pressure on the brands for special offers and low margins. Retail is a stakeholder for new foodlaws.

The Brands The brands are less powerful than retail. Retail decides if they want to sell a brand in the store or now. In the end the most important issue for a brand is to make a profit. Other issues are of less importance.

The Parents The parents represent a large group of customers. They are the ones who directly influence the children. If parents behave in a certain way, the children are very likely to follow their example.

Axel Axel is willing to change, however he doesn't know how to. Axel lacks knowledge about the impact of food waste, because it doesn't influence his daily life, he doesn't feel the effect directly.

Manufacturers The manufacturers of kitchen equipment have a high interest because there is a high chance to innovate. However, their power is low, as they depend on the consumer to first be concerned about foodwaste.

CONCLUSION

From the primary and secondary research it is clear that....

By the end of 2050 we will not be able to produce enough food for everyone on the planet.

We need to stop wasting food as currently 1/3 of the food production is wasted.

Axel feels bad about wasting food.

He is willing to change.

He doesn't know how to make these changes in his daily life.

Changes need to be convenient as he has a busy life.

There are multiple touchpoints where the change could take place.

PROBLEM STATEMENT

Axel should limit the amount of food he is throwing away, because it will save him money for his hobbies and it will decrease the impact of foodwaste in the world.

OPPORTUNITY

Create a conventient way for Axel to reduce foodwaste as much as possible by using the trends of socializing, technology and sustainability.

DESIGN

QUESTIONS In order to let Axel waste less food I want to find answers to the following questions: 1. How might we educate Axel about keeping stock properly 2. How might we educate Axel how to prepare for shopping?

3. How might we Axel to prepare the right portion of food?

4. How might we help Axel to use leftovers?

5. How might we help Axel reduce foodwaste in an easy way?

CRITERIA Design something That will make clear how much stock there is in the fridge and pantry That helps prepare Axel to go shopping That will help Axel to use the leftovers so he doesn't waste them That will help portion the food better That will help educate Axel to be aware of the impact of food waste That is a sustainable solution That Axel can use himself That will help Axel to save money

EXTRA CRITERIA

Design something Axel can easily adapt to as behavior is hard to change.

The paradox of foodwaste If we want to stop foodwaste and encourage people to use their leftovers more. It will mean production will go down and retail will sell less.

This could mean they won't cooperate.

We therefore need to find a solution that will keep a balance.

Reduce foodwaste but not influence the producer and retail side negatively. We need to combine efforts.

MosCow Prioritisation

MUST HAVE An impact on sustainability Be usable by the consumer Easy to adopt to (convenience)

SHOULD HAVE Not time consuming Rise awareness about food waste Support the consumer positively

COULD HAVE Save money Combine social and technology

WON'T HAVE A negative impact on other sustainable goals Do damage to the consumer

Brainstorming I used different techniques to brainstorm, some examples:

The 5 WHYs

Why does Axel throw away food ?

Because he has leftovers Why does Axel have leftovers ?

Because he buys too much Why he buys too much ?

Because he has no idea about his stock Why doesn’t he know about his stock ?

Because he doesn’t prepare to go shopping Why doesn’t he prepare to go shopping ?

Because doesn’t understand it would help him to save money and time SCENARIO BOARDING

Touchpoint

People

Object

Touchpoint: Throwing away food that was in a box in the freezer because Axel has no idea how long it has been there.

Object: Freezer Environment: No organisation in freezer People: Stakeholder Brand Stakeholder Manufacturer kitchen equipment

Ideas:

Brands offering packaging for freezing the leftover (doggy bag) in the original packaging on which you can write dates and what’s inside Manufactures of kitchen equipment: making smart freezers that can provide data on what’s in stock.

Giving information on how long you can keep food safely in the freezer.

Better organisation in the freezer

Brainstorming

Imagination and fantasy

Send all the food up to the sky and everyone can take what he or she needs Return to sender. What u don’t use, you just give back.

Pokemon food catcher. People walking in the streets with their smartphones catching left overs A smart fridge that tells you exactly what you have in stock and you can see that when you go shopping Powder all food in the world Replant leftovers Reversed brainstorming

How will Axel stop throwing away food ?

How can Axel use left overs ?

What can be reused?

Can I make it low tech ?

How can i keep better stock?

Can I make it hightech ?

How do other people deal with food waste ?

Why does my grandmother waste less food?

What does recycled food taste like ?

Can i give the rest to the animals ?

How did they deal with this in the past ?

PICK BRAINS

I talked to my classmates, my friends and my family about this subject.

IDEATION

Social

Education

1. Cook for someone else app (with credits) 2. Neighbourhood swap 3. Neighbourhood second hand food market 4. Animal food collection points 5. Make neighbourhood soups 6. Buy local for smaller portions 7. Box for second hand food

8. Recipes for leftovers on packaging 9. Educate children on food waste 10. Educate how to deal with leftovers 11. Educate on THT and TGT 12. Educate to use the fridge correctly

Crazy ideas

Technology

19. Scary advertisement: hunger in WW2 20. Organize national challenge 21. Foodwaste is your new engine 22. Open a shop named: best before 23. No food advertising for one year 24. TV Programme cooking with leftovers 25. Artificial nose 26.Scan the housenumber when collecting trash and weigh how much they dispose of 27. Doggy bag for freezer in packaging 28. Turn waste into food pills 29. Make toys from the waste 30. Make candy from the waste

13. Deposit machine for food 14. Smart bin for bread 15. App with food suggestions 16. Shopping list on base of stock 17. Smaller portions packaging 18. Smart fridge/pantry

IDEA MATRIX

big impact on sustainability 19

23

22 26 28

11

20

difficult to adopt to

29

12

10

17

9

7

24 5

1

14

easy to adopt to

4

30

25

8 27 2 16 21 13

3

6

18

15

small impact on sustainability I used this matrix based on my design criteria to find out which ideas will have a serious impact on sustainability and at the same time be easy for Axel to adapt to.

innovative

10 11 9

26

16 2 7 21 25

8 4

13

15

14

28

5

3

24

6 17 18

22

1

expensive

affordable 29

20

27

30

23

12

19

not innovative I used this matrix based on my design criteria to find out which ideas will be affordable for Axel and at the same time make Axel happy.

Idea selection 27. Doggy bag for freezer in packaging 25. Artificial nose 17. Smaller portions packaging 16. Shopping list on base of stock 21. Foodwaste is your new engine 2. Neighbourhood swap

Love and hate letters In this phase I'm going to explain why I love an idea and why I hate the same idea

27. Doggy bag for freezer in packaging LOVE

Dear Doggy bag for freezer, I love you because I find you in every box of food I buy. You are there so I can easily freeze any leftovers. You help me to easily live up to a sustainable life. You have been specially designed for the food you keep. I can leave you in the freezer for a long period. You give me the possibility to put on a date and you clearly show what's inside you.

HATE

Dear Doggy bag for freezer, I hate you because I don't always need you and I have a lot of bags in my pantry now that I don't use. I hate you because my freezer is full of different bags with small portions of food and I don't know what to do with the leftovers and when I take you out of the freezer I need to defrost the food before I coock.

Well, I'm going to break up with you

25. Artificial nose LOVE

HATE

Dear Artificial nose, I love you because you know exactly if my food is still fresh and I can safely eat it or not. I love you because you can detect any possible bacteria that can do harm to my body. I love you because you don't care about THT or TGT and make it possible to use food beyond the date of expiration so it is not thrown away while it is still good.

Dear Artificial nose, I hate you because you are complicated to manufacture. You need a lot of research and it will be a large investment to manufacture you. I know you can smell if my milk is still fresh, but you are not very usefull for food without a smell.

Well, I'm going to break up with you

17. Smaller portions packaging

LOVE

Dear Smaller portions packaging, I love you because you try to keep me from buying portions that are too big for me so I don't have any leftovers. I love you because you exactly how much food I need. I also love you because you make it possible for me to buy ready made food that saves me time when I come home late from work and I don't want to spend too much time on cooking.

HATE

Dear Smaller portions packaging, I hate you because you are adding to the amount of packaging materials and need to be disposed off. I hate you because you know the portion size of some people, but you are not exactly right for me. Sometimes I have leftovers and sometimes I am still hungry.

Well, I'm going to break up with you

16. Shopping list on base of stock LOVE Dear Shopping list on base of stock, I love you because you keep me exactly updated on everything I have in stock. I just have to open the app in my phone to see how much there is in my pantry and how much in my fridge and freezer. You save me money because I don't buy anything I don't need because I stil have it. I don't have to think about what to buy, you do that for me.

Dear Shopping list on base of stock, I hate you because I have to update you every time and I need internet when I go shopping and my phone needs to be charged. I hate you because your database doesn't contain all the labels of my favorite food and I hate you because you make no distinction between open packaging and closed ones.

You get my heart

21. Foodwaste is your new engine LOVE

Dear Foodwaste is your new engine, I love you because you are the future. I love you because everybody sees you as trash, but you are really a source of power that can change the world. I love you because you bring new energy to a world that is dealing with shortage of natural energy resources. I love you because you are easy to use.

You get my heart

HATE Dear Foodwaste is your new engine, I hate you because you are not availabe for everyone, you are only in some places. I hate you because it takes a whole proces to make you and I am scared one day you will be too big and you will cause waste yourself.

2. Neighbourhood swap LOVE

Dear Neighbourhood swap, I love you because you help to make us a community. We get the chance to experience different kinds of food that is too good to go and get something else back from it. I love you because you put people into contact and make it a combined effort to keep food from being wasted. To work together is rewarding and spreads love.

HATE Dear Neighbourhood swap, I hate you because it is time consuming to go out and make appointments to swap. I hate you because I need to use technical tools to participate and also not everybody knows how to deal with apps. I hate you because you are not available everywhere.

You get my heart

Lesson learnt SOFAR

You can have many ideas for one problem, but in the end only a few of them really answer to the design criteria and really fit the persona.

I mixed love and hate in order to find a balanced solution.

PMI analysis

In order to narrow down my selection I asked 5 persons in my class to give their opinion about my ideas. Just their first reflection. They fit the target group. They are under 30 and live alone. I gave them the 6 ideas and asked them to tell me what they feel would be the plus and minus.

Concepts 1.Ability to freeze the left No more space in the fridge over 27. Doggy bag for 2.Ready with the packet More packaging materials freezer in packaging to be thrown away easy reopening 25. Artificial nose 17. Smaller portions packaging

16. Shopping list on base of stock

21. Foodwaste is your new engine

2. Neighbourhood swap

Aability to check if the food still good

very complicated technically

Increased Satiety and Weight Control Improved Digestion Money Back in Your Pocket

You need more space for your stock

1. It saves you money.

2. It saves you time and energy.

3. It helps you focus.

4.It makes you feel good 5.It improves your memory

Biogas is Eco-Friendly Biogas Generation Reduces Soil and Water Pollution It’s A Simple and Low-Cost Technology That Encourages A Circular Economy Healthy Cooking Alternative For Developing Areas

Community building Exchange food saves money and time exchange food=exchange culture

1. You need internet always 2.You need to update it everytime

Few Technological Advancements Contains Impurities Effect of Temperature on Biogas Production Less Suitable For Dense Metropolitan Areas Not availble everywhere surprise food every day not very practical

Practical simple and easy Practical certain about what you are eating Buy the portion you need Orginal linked with your phone The future you can turnfood waste to create new power Not only reducing waste but also creating a community

Decision Taken Using the matrix and talking to other people helped me to select the 3 most suitable ideas. Especially the matrix helped me to make my ideas more clear. This lead to my decision to chose three ideas. I will now put these three ideas into minimum viable concept maps.

Iteration 1

USER TESTING

In order to find out if my ideas are likely to be used and easy to adopt I did an interview with 5 persons who are similar to my persona. These are the same 5 persons I asked for a reflection before the PMI.

Testing Method

I took my 5 users on the customer journey with Axel I explained the touchpoints I showed them the MVC I explained my ideas in a pitch

Questions

I asked 5 questions Q:Â When you look at the MVC and you listen to my ideas.

What is your first reaction?

Why? To find out If my ideas appeal to them Q: If look at your own situation, would you consider using these concepts Why: Only if they think they would use it the concepts are viable Q: If you talk to your friends tonight. What will you tell them about my concepts?

Why: To see if my concepts are easy to understand and they could pitch it to other people

Q: If you were part of the development team, what would you change and why?

Why: To see if they have any suggestions for approvement

Q: Can you give me a ranking 1,2,3 for the ideas?

Why: To see which idea they think is best

Feedback I took the answers to their questions and then took the Harris profile to weigh the strong and weak points of my 3 ideas and looked at it with Moscow guidelines.

I noticed I can make some changements to make the idea better meet the design criteria and the user's needs.

Iteration 2

Swappy needs some minor changes. Import for Axel is that he can use it himself. He likes things to be convenient and doesn't want to be puzzled by technology. We have to make sure the app is easy to use and accessible.

In order to waste less food it is important that Axel uses the leftovers. By adding recipes to the app he can use the leftovers. Axel doesn't understand the differerence between TGT and THT so he throws away food that may still be eatable. The app helps educate Axel on this. The app must be accessible and easy to use, if brands become stakeholders they can add data about their products in the app and help Axel to prepare a list.

Axel likes convenience. He doesn't want to waste time to go out and bring his leftovers to a collection point. Therefor big changes are needed. From macro environment to micro environment. From collection point to his own kitchen. Producing his own biogas from his own waste. This will help Axel to save money on the gasbill aswell.

RECAP

I started the project looking for a solution to reduce foodwaste in the world.

I narrowed it down to Europe and then to the Netherlands.

After deskrearch, survey and interviews I focussed on a persona under 30 years old with a single household because one of the surprising insights showed that he represents a group of people who waste most food.

I went with him on the customer journey, found his touchpoints and analysed the stakeholders.

I then set the problem statement and design criteria.

I started brainstorming and came up with 30 ideas.

I weighted the ideas from different perspectives and narrowed them down to 6 concepts and then further down to 3 concepts.

Then again I weighted and evaluated the concepts.

I will now make the (final) adjustments.

Minimum Viable Concept Maps

Benchmark:

Smart Refrigerator

Benchmark:

Olio app

Benchmark:

broodnodig initiative Rotterdam

A smart refrigerator is one that's connected to the cloud. Depending on the features built into the fridge, it lets you do such things as use your smartphone to see what’s inside.

We connect neighbours with each other and Food Waste Hero volunteers with local businesses, to share food (and other things) rather than chuck them away.

Containers are placed in Rotterdam to collect bread, which is then transported ito a plant and processed as biogas.

Viability and Feasibility Feasibility Are We Building on our Core Operational Strengths?

Lucrativness Complexity

Swappy

Smart Shopper

Applicability

High Impact on sustainability, usuable, easy to adopt to

Medium

Low

High

Only from selling the app. Rest is for evironment.

Concept is easy to understand anyone can participate

3,037,622 single households in the NL

High

Medium

The tool can be used in every fridge and pantry

The user has to make sure tool and app are connected High

High

WasteGas

Market Size

The user has to be We sell the sure to use the bin special bin and do safe and secure the installation

High NL has 11,5 million online shoppers

High Impact on sustainability, usuable, easy to adopt to

Medium Europe Biogas Market is expected to surpass USD 6 Billion by 2025.

Medium Impact on sustainability, usuable, easy to adopt to

Viability Does Our Solution Contribute to Long-Term Growth?

Eco & Social Revenue & principles Cost tactics High Community building Raise awareness of foodwaste Eco-friendly

Swappy

You buy less so you waste less

High

High

High

The tool can be used in every fridge and pantrys

Add extra tools like 360 camera sensors read QR code

Add recipes for left over, education

High

Medium

Lifestyle product,

Sell extra bins, materials to stock gas, share gas with neighbours

High

Alternative for other fuels, no gas drilling Re-use of food

High Add-ons in the app. Use money to support sustainable projects

Medium Free and paid subscriptions

High

WasteGas

Cross-Sell

Medium Only from selling the app, rest is for environment

Medium

Smart Shopper

Up-Sell

Fees for seller, Saving money on premium and safe concept other gas resources

Desirability Are We Solving for the Right Pain Point?

Desired

High

Swappy

Sustainable solution Helps save money Can use himself Educate on waste High

Smart Shopper

Shows stock Prepare for shopping Reduce throwing away food Can use it himself

High

WasteGas

Sustainable solution Saves money Use leftover Can use himself

THe Sweet Spots

Sweetspot

“The mix of the needs of people, the possibilities of technology and the requirements for business success.�

"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose on product or service over another."

SETH GODIN

Swapp food in the neighbourhood ...and feel good

Have a look, before you cook

Energize your home with gas from waste

Storyboard

Swapp food in the neighbourhood ...and feel good

Axel just got home from work. He is hungry. He didn't buy any food to cook.

He paid virtual credits to become a member of Swappy. With the credits he can order food. Not from a restaurant, but from the Swappy community in his neighbourhood. He can see in the app what other members have as leftovers from the dinner they prepared and make an appointment to pick up the food.

Axel made an appointment and he went to pick up a dinner. He had a small chat with a neighbour and he found out she has lived there for 10 years, but he never saw her before. Thanks to Swappy he gets to know more people.

But not only that... he gets the chance to taste food from different cultures and food he never tried before.

Axel paid in the app, but the neighbour doesn't get the money. The members chose the projects on a monthly base.

Axel enjoys the deliciious food of the neighbour. He feels happy using the Swappy app. He is not really good in cooking and he used to throw away a lot of food. Partly leftovers, but also food he bought and never used.

He is alone and often bought bigger packets or special offers.

He never knew how to portion well.

Now he saves money for his holiday because he shops less and he also feels good because he makes a positive contribution to the environment.

Storyboard

Have a look, before you cook

Axel has just finished work and goes to the supermarket to buy food. He doesn't know yet what he wants to eat. He finds a nice recipe and reads he has to add cheese. Axel is not sure if he still has cheese. He likes the recipe a lot so he decides to buy cheese anyway.

Axel has the smart shopping list on his phone, a special app that is connected with a tool in Axel's fridge and pantry. This shows exactly what he has at home.

The tool in the fridge and pantry scans the QR codes of the products that Axel brings home from the supermarket. It also scans the THT and TGT dates so that nothing will expire without Axel knowing it. The camera is a 360 camera that shows everything in stock so also product without a QR code are visable.

Axel is happy with the smart shopping list because it helps him to find out what he needs and what he has in stock so he doesn't buy too much and won't have to throw food away. This saves him money and helps the environment.

Storyboard

Energize your home with gas from waste

Axel is preparing food, he cuts the vegetables and prepares some fruits. .

After dinner cleans up the kitchen. He has some leftovers he won't use anymore because tomorrow he has different plans. He has the cuts off's from the vegetables and fruits he prepared. He also has some bread left. He throws all the leftovers in a special bin in his kitchen cupboard. .

The bin is composed of two parts. One part where Axel throws in the leftovers and one part with bacteria and water. The bacteria will digest the waste and turn it into biogas.

Axel uses this gas to cook on.

Axel is happy about the WasteGas because it saves him money, he doesn't have to throw any food away and it is easy and safe to use.

SOURCES

Awareness: . (n.d.). Retrieved June 7, 2020, from https://www.huffpost.com/entry/the-growing-level-of-envi_b_6390054? guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAKrmrK78r YHGfF5n7EoNQHo0BWVmcLdMJqZfmCWhM3KcPbuXfCTRblFhoFDyidRF9zgNY6Hr5kF1u8vp6xat0BsWaoY3cyTNz3wmVJJy_aKJ3TwfpJ T_OOUeD_pa6djw2y7WU5S7TIaBJRJsKp1R9TmpVgczTo6BISi0EeNC45x Benchmarket. (n.d.). Retrieved from Biogas: https://www.dutchnews.nl/news/2019/07/earning-a-crust-how-rotterdam-turns-125000-kilos-of-bread-intofuel/ Demographic changes: . (n.d.). Retrieved from https://www.cbs.nl/nl-nl/nieuws/2018/51/prognose-3-5-miljoen-alleenwonenden-in-2030 Dutch figures: . (n.d.). Retrieved from https://www.manners.nl/voedselverspilling-feiten-nederland-wereldwijd-kerst/ Feasibility and viability. (n.d.-a). Retrieved from https://dawidnaude.com/what-is-innovation-what-is-not-innovation-e8173aa66711 Feasibility and viability. (n.d.-b). Retrieved June 7, 2020, from https://www.ecommercenews.nl/78-van-nederlanders-shoptonline/#:~:text=En%2078%20procent%20van%20de,miljoen%20online%20shoppers%20in%20Nederland.

Feasibility and viability. (n.d.-c). Retrieved from https://ibbk-biogas.com/future-of-biogas-europe-2019-amsterdam/ Figures. (n.d.). Retrieved from https://www.actionagainsthunger.org Food Loss and Food Waste. (n.d.). Retrieved from http://www.fao.org/food-loss-and-food-waste/en/ Food Loss and Food Waste. (2020, April 27).

Retrieved from http://www.fao.org/food-loss-and-food-waste/en/ Global Food Waste and its Environmental Impact | Green Living. (n.d.). Retrieved from https://en.reset.org/knowledge/global-food-waste-and-its-environmental-impact-09122018 Harris Profile. (n.d.). Retrieved from https://courses.edx.org/c4x/DelftX/DDA691x/asset/DDG_HarrisProfile.pdf informations about how many hungry people .

(2020, April 27). Sustainable agriculture and food production with Norwegian technology – The Explorer. Retrieved from https://www.theexplorer.no/stories/food-production/newtechnology-will-make-norways-food-production-more-efficient/? gclid=Cj0KCQjwhZr1BRCLARIsALjRVQO2gB1ZGGyF4zQEVwoSb05dhN2uszNrqK11wOEzosflsFJjgv3o0W8aAs 4yEALw_wcB neighbourhood swapp. (n.d.). Retrieved from https://olioex.com/ SDG General information. (2020). Retrieved June 7, 2020, from http://www.fao.org/sustainable-development-goals/indicators/1231/en/ Smart shopper. (n.d.). Retrieved from https://www.tomsguide.com/us/what-is-a-smart-refrigerator,review-6307.html Trends in food waste in the NL. (n.d.).

Retrieved June 7, 2020, from https://mobiel.voedingscentrum.nl/Assets waste in Europe . (n.d.). Retrieved from http://shrinkthatfootprint.com/the-big-footprint-of-food-waste Will and why . (2020). Retrieved from https://www.psychologytoday.com/intl/blog/the-motivated-brain/201803/why-is-behavior-change-so-hard

Team work