KARI ROZWADOWSKI
MAKING BETTER FOOD MORE ACCESSIBLE
KARI ROZWADOWSKI
MAKING BETTER FOOD MORE ACCESSIBLE
Copyright Š 2019 Kari Rozwadowski / Wisconsin Organic Co-op Written, edited, and designed by Kari Rozwadowski Produced by Blurb. WIOrganicCo-op.com
Thank you to everyone that has helped me throughout my journey. I want to especially thank my family for all their help and support. Their encouragement has helped me get through this program and to push for my dreams. I also want to thank all the farmers and for their time. Farmers are extremely busy, but they all took time out of their busy schedules to help provide me with helpful information. I would not have learned as much as I did without their help.
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“EATING ORGANIC FOOD, EVEN FOR JUST ONE WEEK, CAN REDUCE THE PESTICIDE LEVELS IN YOUR BODY BY NEARLY 90%.”
— @ONLY_ORGANICGUARANTEES INSTAGRAM
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Certiied organic food products contain more nutritional benefits, fewer preservatives, and less exposure to herbicides and pesticides. However, in Wisconsin there is limited access to local certiied organic food because of the diicult, costly, certiication process, and lack of food supply.
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LESS THAN ONE PERCENT OF THE UNITED STATES FARMLAND IS DEDICATED TO GROWING ORGANIC CROPS. — @ONLY_ORGANICGUARANTEES INSTAGRAM
BACKGROUND This project will help customers gain access to more organic food, while also helping farmers sell more organic food by becoming 100% Certified Organic or Certified Naturally Grown. Wisconsin Organic Co-op focuses on the farmers and the customers. By targeting both audiences, Wisconsin Organic Co-op can provide healthier and better food options to residents of Wisconsin for this generation and future generations. Farmers will be able to choose which certiication they want. They will learn the diferences and beneits to each one. Usually farmers choose to become USDA Certiied Organic when they own at least 100 acres of land because it is more expensive and the process is more intense. Whereas the Certiied Naturally Grown will targeted for farmers that have less acres of land, but still want to sell organic food. Certiied Naturally Grown follows the same policies and procedures of becoming 100% Certiied Organic, but is not government regulated. It will ultimately be up to the farmers to choose which certiication they want. I will help farmers with the certiication process through my deliverables. Part of my deliverables will be providing a certification kit to help make the process of becoming 100% Certiied Organic and Certiied Naturally Grown easier for farmers. There will also be a website for farmers to use as a resource, and a pop up market for farmers to sell their produce at. Wisconsin Organic Co-op didn’t forget about the customers. The customers will be able to use the website as well to ind out information about the certiication process, order meal kits, and raw boxes. Finally there will be an app which includes a delivery system for the customers to use to obtain easier access to organic food. Customers will use the app to see what produce is in season and ind recipes using those ingredients. From there customers can order meal kits that get delivered right to their house, or raw boxes which is an assortment of seasonal produce.
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1
2
3
CHAPTER 1: PLANTING
CHAPTER 2: THE ROOTS
CHAPTER 3: SPROUTING
PAGES 12-35
PAGES 36-77
PAGES 78-119
A look into how my journey began and
This chapter is all about the brand guide-
I conducted a lot of user testing through-
how my project evolved from a thought to
lines and creates the foundation for the
out the semester, this chapter shows the
a full project.
thesis project.
process and results from it.
THE SEED
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CHAPTER 4: FULL BLOOM
CHAPTER 5: SPREADING THE IDEA
PAGES 120-225
PAGES 226-233
Where everything comes together in my
The future of this project.
final deliverables.
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Chapter 1: Planting the Seed
1 PLANTING THE SEED
SEED /sēd/
“The fertilized ripened ovule of a flowering plant containing an embryo and capable normally of germination to produce a new plant.” — MERRIAM-WEBSTER.COM
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Chapter 1: Planting the Seed
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Chapter 1: Planting the Seed
GETTING STARTED
As I began my journey to create a topic for my thesis project I did a lot of research and dug deep for topics that I cared about and felt passion for. I started with journal exercises, made observations, read about topics, and completed a ton of research. There were several topics that I was interested it and went back and forth between two of them. I inally decided on one, which was SUPPORTING LOCAL ORGANIC FARMERS, because every summer I would go up north to my uncles farm and loved being there. However many family farms are dying because farmers don’t have anyone to pass them down to and are competing with factory farms that are taking over Wisconsin.
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Writing down things that we loved, liked, and had a passion for, helped me pin point exactly what I was interested in.
THINGS I LOVE
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PERSONAL PASSIONS
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Once we igured out what we were interested in, we narrowed it down to ive potential topics. I really began exploring fresh food, which will eventually turn into farming.
1. DOG BREED RESTRICTIONS There are many breeds of dogs that are banned from living in apartments. Banning dogs from these apartments because of their breed makes it really hard for owners to find a place to live. Owners are forced to surrender their dogs which causes dogs to end up in humane societies and be euthanized. I want to help lift these ban restrictions so owners can take their dogs with them. 2. FRESH FOOD Having access to fresh vegetables and fruits is necessary to living a healthy live style. Many people do not have access to fresh produce and rely on going to the grocery store and buying produce that is covered with pesticides/ herbacides or pay an arm and a leg for organic produce. I want to investigate how to make fresh produce more available to those people living in the cities. 3. OBESITY There are a lot of Americans that struggle with obesity. Obesity leads to many health problems like: heart disease, diabetes, Gout, and sleep apnea. I would like to find ways to promote healthier eating styles and how to get people more active. 4. BULLYING Bullying is a huge problem not only in schools, but also on-line now due to increasing technology. Children aren’t just getting bullied at school, but also at home because of Facebook or Instagram; theres no way for them to escape from it. I want to investigate how to first stop bullying in schools to hopefully end bullying on-line. 5. MENTAL ILLNESS A lot of people struggle with a mental illness. This is starting to become more recognized in the work place and in school, but there is still a negative stigma attached to mental illness. I would like to find ways to promote the awareness of mental illness to help reduce the negative stigma attached to it.
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I was stuck between picking something that related to dogs and eating healthy. I picked eating healthy which eventually turns into supporting local organic farmers in WIsconsin.
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With the help of my classmates and instructor, I started to narrow down what my inal topic would be about.
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Maybe your fresh food idea can be based around letting the consumer know how fresh the food is based off of location of where it is grown, when it arrived in store, how to
Maybe it goes more towards farmers wanting to make their crop organic certified... I feel like farmers
tell when it's fresh or about to go bad.
in the midwest don't care as much about making their crops organic
INSIGHT This is the first time I started to think about organic farming. This is where I started researching the differences between family farming vs. organic farming.
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INSIGHT I wanted to point out that fresh food comes from local farmers or from farmers markets.
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Q Can organic farms produce enough crop yield to prevent world hunger?
Are Organics the Way to Save Future Farms? >> Organic food is resistant to droughts
>> Organic crops produce as much yield as conventional farms and GMO crops
>> Organic ields increase groundwater recharge and reduce runof
>> Contain less pesticide residue compared to GMO and conventional produce
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What are GMO’s?
Genetically Modiied Organism’s
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After taking a trip to Stanley, WI where I talked to several family farmers, I learned that family farmers use GMO crops. Even though most people considered family farms to be “good,” many use GMO crops, herbicides, pesticides, and chemicals. I wanted to promote healthy, and fresh food and that means staying away from GMO’s and other harmful chemicals. This would mean I would need to reine my TFI statement to reflect that.
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TOPIC Organic food in Wisconsin
INSIGHTS & INFORMATION
Farm owners with less than 200 acres have a difficult time getting certified organic because of the timely process and excessive amount of paperwork.
STRATEGIES
Provide resources to farmers to help with the certification process.
MATERIALS & DESCRIPTIONS
WISCONSIN ORGANIC WEBSITE An on-line help service for farmers that responds and answer questions about the certification process. WELCOME KIT AND ORGANIC CERTIFIED BOOKLET A kit that provides a brief overview of the process with a booklet. It will include a checklist for farmers to go through to help organize and keep track of their paperwork and process.
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OUTCOMES
AUDIENCE
To increase access to organic food for
FARMERS: with less than 200 acres
people in Wisconsin by supporting
that are certified organic, in transi-
and connecting organic farmers to
tion of becoming certified, and
potential local buyers.
those that want to become certified organic & Certified Naturally Grown, CUSTOMERS: Men and women that want to eat organic food.
There are limited places to buy and
Stakeholders are not aware of
sell organic food during the winter
the nutritional benefits of eating
months in Wisconsin.
organic food.
Create more ways for farmers to
Educate stakeholders about the
sell their products regardless of
beneits of eating organic food to help
the weather.
boost sales for organic farmers.
WISCONSIN ORGANIC
WISCONSIN ORGANIC CO-OP
POP UP MARKET
MOVING MARKET
A delivery food service that provides
A pop up market that travels around
organic meals using locally organic
Wisconsin allowing farmers to sell their
Wisconsin produce.
products directly to customers.
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FOOD DELIVERY SERVICE
MOVING MARKET
4 POINTS
2 POINTS
A delivery food service that provides
Follows and holds pop-up farmers
organic meals using local organic Wis-
markets around Wisconsin. It will allow
consin produce from co-op members.
farmers to band together and sell their products directly to consumers,
FUNCTIONALITY: – App for ordering and tracking delivery – Box and Truck graphics
allows customers to get access to more organic foods. They will be held mainly indoors and year round to provide access to markets during cold months.
– Packaging for products –Tote – Signage // Wayinding – Includes views showing what the market will look like to use on the website
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WEBSITE
CERTIFICATION KIT
2 POINTS
1 POINT
Website provides a service for farmers
A kit that provides a brief overview
which educates, supports and answers
of the process of becoming certiied
questions about the certiication pro-
organic or certiied naturally grown.
cess. It also runs the pop-up markets
They will be two diferent kits, but
and food delivery service.
include the same elements such as a booklet and checklist for farmers to
FUNCTIONALITY: For customers: – About us – Signup for food delivery – Download app – Find a pop-up market – Sends push notiications
go through to help organize and keep track of their paperwork. KIT CONTAINS: – Welcome letter – Short Booklet (4 pages + cover) – Checklist – Enclosed in a well designed folder
– The diference between Certiied Organic vs. Certiied Naturally Grown. FOR FARMERS: – Join – Interactive chat option – Download/Order certiication kit – Choosing between Certiied Organic vs. Certiied Naturally Grown. Harvest Journal
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CLASSES:
SUMMER BREAK
FA18 GR 830 // Thesis 2 Exploration
VISUAL SYSTEM
Present -> reine -> Finalize
PROTOTYPE & USER TESTING
Website // Delivery Service user testing
WISCONSIN CO-OP FOOD DELIVERY SERVICE // 4PTS
Begin creating prototype -> Reine -> Test -> Finalize
Journey map -> Taskflows -> Site Map -> Wireframes -> Visual Design
WEBSITE // 2PTS
WISCONSIN CO-OP MOVING MARKET // 2PTS
CERTIFICATION KIT // 1PT
THESIS PROCESS BOOK
Begin template for process book
FINAL VIDEO
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WINTER BREAK
SP19 GR 850 // Thesis 3 Reinement
•
Contact certiication
Certiication // Moving Market user testing
•
Deliverable Complete
Advanced Prototyping
•
Deliverable Complete
Advanced Prototyping
•
Deliverable Complete
Begin -> Reine -> Test -> Finalize
•
Deliverable Complete
Create worksheet templates -> Reine -> Finalize
•
Deliverable Complete
Complete PPT presentation // Process book
•
Deliverable Complete
Draft -> Reine -> Finalize
•
Deliverable Complete
organizations (MOSA)
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Chapter 2: The Root
2 THE ROOT
ROOT /rOO·t/
“The part of a plant which attaches it to the ground or to a support, typically underground, conveying water and nourishment to the rest of the plant via numerous branches and ibers.” — MERRIAM-WEBSTER.COM
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The logo represents bringing together farmers and the organic concept. A tractor is incorporated into the logo to symbolize the organic farmers, while the wood texture represents the organic concept. The typeface used to create the initial logo before being distressed is Veneer. The logo should be used and applied only as directed by the branding guidelines. The logo is the brand mark, avatar, and signature.
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LOGO DEVELOPMENT
The logo went through several variations before the inal one was chosen. I originally started out with just the logo spelled out, but eventually I incorporated a tractor and inally made the tractor the main part of the logo. My inal logo is my primary brown color that is distressed.
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LOGOS FROM 810
LOGOS FROM 830
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LOGO CONSTRUCTION
When constructing the logo, it is important to make sure that everything is spaced correctly. The only place there is an overlap is between the letter "n" in Wisconsin and the brandmark.
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0.2x
x 0.1x
x 0.2x 0.4x
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LOGO ANATOMY
The following are important details about the logo. Although there are some speciic rules about how the logo should look, the logo has no clear space needed. The logo can be overlapped with images.
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Brandmark
Wordmark
Tagline
MAKING BETTER FOOD MORE ACCESSIBLE
Signature
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1. Do not distort it
5. Do not outline it
2. Do not use any other color
6. Do not change the typeface
3. Do not use it in a solid form
7. Do not place at an angle
4. Do not alter the perspective
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2
3
4
5
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7
WISCONSIN ORGANIC CO-OP
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PRIMARY Brown Root
C53 M63 Y59 K45 R86 G66 B59 #56423b
SECONDARY Summer Leaves
C14 M62 Y94 K2 The color palette was inspired by natural foods. The primary color is a soft brown
R211 G119 B48
that represents dirt and being organic. The secondary colors are inspired by the four
#596c48
seasons that occur in Wisconsin: spring, summer, fall, and winter. And the tertiary colors of food items are there to ensure all colors are accounted for.
SECONDARY Fall Squash
C14 M62 Y94 K2 R211 G119 B48 #d37730
SECONDARY Winter Berry
C23 M96 Y71 K13 R173 G42 B65 #394d70
SECONDARY Spring Beet
C20 M92 Y33 K1 R196 G56 B1 #c4387012
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TERTIARY Pear Grey
C6 M8 Y8 K0 R236 G229 B225 #ece5e1
TERTIARY Peachy yellow
C64 M40 Y78 K24 R89 G108 B72 #e6bc67
TERTIARY Purple Kohlrabi
C42 M94 Y43 K21 R133 G43 B86 #852b56
TERTIARY Cherry Red
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Qualion is the main typeface used for the subheaders, headers, body copy, and pull quotes. Qualion is used for the majority of the text because it comes in many diferent weights. It also has a very natural and organic feel to it. Veneer is used to create the headers and the logo. It is a simple sans serif typeface that can be easily modiied, as shown in examples to the right.
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VENEER
ABCDEFGHIJK LMNOPQRSTUV WXYZ QUALION
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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1. Words are created using Veneer typeface then image traced and modiied using Adobe Illustrator.
2. Letters with bowls get rules applied irst. a. Letters with bowls at the end of the word do not get afected. b. Just one letter per word.
The bowl of the letters: B, P, R get extended.
Example of how the letter next to an affected bowl should look.
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3. If there are no letters with bowls, one letter gets condensed while the letter to the right or left of it gets expanded. Letters are afected by alphabetical order unless: a. There is a the letter L in the word, the leg gets extended under two letters if possible, the letters on top are slightly shortened to stay in alignment with the rest of the word. b. If there is a letter O, it gets expanded and/or condensed, they afect the letters to the right or left of them.
Example of how the letter l is extended under two letters.
4. Each word longer than four letters must have to have at least one letter that is afected.
5. Words with more than 10 letters, can have two letters condensed and expanded. 6. Words can be stacked on top of each other, unless there are small words such as: of, the, and, or, which get placed to the right of the word.
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X
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Using the rules on the previous page, creating words with the correct spacing is just as important. 1: Using the grid structure in Adobe Illustrator and place each letter 3pts away from each other. 2: The bowls of letters on top of a letter should also have a clearing space of 3 pts. 3: The word below it should be placed 18pts away.
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Certiied organic food products contain more nutritional benefits, fewer preservatives, and less exposure to herbicides and pesticides. PULL QUOTE 1 Qualion Demi Bold 22/36 pt
GRID & COMPOSITION The layout for materials and deliverables is a three column grid system. The words for the headers are stacked on top of each other and are visually the same height. If the word is two long, it can be two column widths wide and the text is placed directly below the header,
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HEADER 1 Veneer
SUMMER RECIPE
HEADER 2 Qualion Bold Caps 12pt
60 MINUTES 2 SERVINGS 330 CALORIES
SUBHEADER Qualion Bold Caps 8pt
This recipe combines beets, carrots, and onions to create the ultimate fall dish that everyone will love and enjoy. It uses just three simple ingredients, but when the flavors are combined it creates a savory flavor that will keep you wanting more.
"THIS IS THE BEST RECIPE I HAVE EVER TRIED"
BODY COPY Qualion Book 8/15pt
PULL QUOTE 2 Qualion Bold Caps 10/ 17pt
This is a caption that helps explain information.
CAPTION Qualion Book 6/ 10pt
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4
2 5
6
3
Step 1 Create black and white logo.
Step 6 Take fine grain sandpaper to distress the logo. Make sure to go multiple directions to help capture the natural wood
Step 2 Use a Cricut to precisely cut the logo on vinyl
texture.
Step 3 Place vinyl cut out on piece of wood ensuring the vinyl is
Step 7 Photograph the distressed logo and transfer it into
secured and and remove all bubbles.
Photoshop. Change the color to brown and eliminate the wood background. The letter N should overlap with the tractor.
Step 4 Paint the cut out portion with acrylic paint and let dry for five minutes. Step 5 Peel off the vinyl and ensure all parts have been painted.
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The following icons are to be used as symbols on the deliverable materials. They are distressed by following the same steps and procedure as the logo.
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CART
CUSTOMER
SEARCH
RECIPES
HOME
FAVORITES
PROFILE
MAPS
SUMMER
FALL
SPRING
WINTER
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CREATING THE VEGETABLE STAMPS
The vegetable stamps were created using real vegetables that were cut in half, painted, and then stamped on paper. STEP 1 Cut the vegetables in half and cover with acrylic paint.
STEP 2 Stamp the vegetables onto a white piece of paper.
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Chapter 2: The Root
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Wisconsin Organic Co-op WISCONSIN ORGANIC CO-OP | BRANDING GUIDELINES
Chapter 2: The Root
Using the stamped vegetables, bright and colorful patterns were created and used as background images.
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STYLE #1
Images will be bright and colorful, they will be taken in natural light and be shown on a white background or with a pattern. Images will be taken from above and displayed with two edges cropped.
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STYLE #2
Images of food that isn't on a plate, are also masked to have a transparent background.
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STYLE #3
Images of people cut out and placed on a wood background texture that has been distressed, they have a monochromatic brown hue applied.
Images of people performing an action have the same wood texture and distressed look along with the monochromatic brown hue.
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STYLE #4
Images showing the deliverables can be in full color. The deliverbale is the main focus of the image and should not show a persons face. Images in full color should highlight an important concept.
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WHO WE ARE
We are based in Wisconsin and proud of our Wisconsin accent. We have some certain phrases you will often hear Wisconsinites say, and if you don't speak our dialect, that's ok we can ill you in real quick. We are also a little quirky and like to use fun puns.
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COLLOQUIAL PHRASES Oh hey d'ere
Oh my gosh // Oh geez
Come here real quick
Down there
Youse guys
Stop 'n go lights
Believe you me!
ope, sorry
Booyah!
un-thaw
Bubbler
yup / yeppers
Going up nort
start with me last
Dontcha Ya Know?
Where-abouts
Oh ya // ya
Stop n go lights
You wanna come with?
Will you borrow me?
Up there
Keep'er Movin
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DELIVERABLES Using the visual guidelines and rules from this book, the deliverables were put together. These are various examples of how the rules were applied.
Examples of what app screens will look like using the visual guidelines.
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Chapter 3: Sprouting
3 SPROUTING IDEAS
SPROUT \spraÙt\
“The natural germination process by which seeds or spores put out shoots, plants produce new leaves or buds, or other newly developing parts experience further growth.” — MERRIAM-WEBSTER.COM
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BEN “HEALTHY COOK� Scenario: Ben is a young professional that loves to cook and try new recipes in his spare time. He's not a professional chef, but can whip up some pretty good meals. He's also not a picky eater and will try just about anything along as it's fairly healthy.
1. Ben is hungry and wants to cook something.
A. Ben came home from work and is
2. Ben heard about a new app from
3. Ben downloads the app onto
his friend.
his phone.
B. Ben downloads the app
starving and needs to eat something.
C. He can bypass the login and continue as a guest.
It's great I don't have to create a login right away. My friend Cody told me about this new app for recipes, Im going to download it.
I'm so hungry!
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GOALS & EXPECTATIONS: 1. New recipes 2. Good quality 3. Great taste
4. Ben browses the recipes section
5. Ben inds a summer recipe to try.
E. Ben wants something new to try.
F. Ben searches the summer section.
5. Ben cooks and eats his meal.
G. Ben enjoys his meals and love how it turned out.
That was really tasty!
There are a lot of recipes to pick from.
This Zoodles with Marinara looks good!
OPPORTUNITIES: Advertise about the new app or create posters for the farmers market Make a guest login for those that just want to browse recipes.
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The app contains three main pages that serves as a way for customers to find organic food and farmers to sell their products; it will benefit customers as well as farmers. Customers will have access to more organic food, and farmers can sell more of their produce. The app will have meal plan options to choose from, Raw Boxes program, and a recipes database. They can also browse and save recipes to help find meal options to fit their needs. Customers can customize their meals by picking their recipes and when they want it delivered.
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↓
1. Ben opens the app
↓ 2. He clicks on the recipes icon.
↘ 7. Ben clicks on the recipe and adds it to his favorites.
↓
↓
3. He picks a recipe from the
8. He rates the recipe as
summer season section.
four stars.
↓
↓ 4. Ben picks the Zoodles with Marinara.
↓ 5. He has the ingredients at home.
↓ 6. Ben cooks and eats his meal.
Ben really liked that meal and
↓
wants to save it for later.
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Post-it notes were used to organize and re-arrange the app layout.
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MARTA PATHWAY 1 ORDERING 1 MEAL: Marta opened the app, signed in and went directly to the recipes. She clicked on the fall recipe icon and wanted to find a hearty meal by using the filter function. She decided to order the ingredients which took her to the meal options function. From there she picked all the ingredients and added it to her cart. In her cart she choose to have it delivered for tomorrow and proceeded to checkout and place her order. PATHWAY 2 ORDERING A CSA BOX: Marta also wanted to pick a food box from the CSA program. She opened the app and clicked on the CSA icon. From there she picked box options and chose a medium box. She added it to her cart, but decided to continue shopping.
INSIGHTS: 1. Have the option for users to pick delivery dates. 2. If people just want to look at recipes, they don't need a login. 3. Have the option to save and favorite recipes.
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MARTA
MIKE
KIM
AGE: 33
AGE: 30
AGE: 33
OCCUPATION: Nurse
OCCUPATION: Air craft mechanic
OCCUPATION: Admin Assistant
INCOME: 70k
INCOME: 120k
INCOME: 50k
CHILDREN: 2 dogs: Princess and Bob
CHILDREN: 2 dogs, 2 cats
CHILDREN: 2 dogs
Marta works four 10 hour shifts at
Mike loves to cook and has recently
Kim is married to Jared. She has been
Froedtert hospital. As a nurse she
started to looking into eating more
trying to eat healthier as her and Jared
knows the beneits to eating healthy
organic foods. He likes to try to eat
would like to start a family soon. They
and organic food, but with her busy
new foods and isn't a picky eater. He
are looking for healthy food options
work schedule it is hard to go grocery
is willing to try cooking just about
that won't break their low budget.
shopping and eat healthy all the time.
anything. His family and friends have
She wants something that works with
told him that he is a great cook.
her busy work schedule and life which will make it easier for her to enjoy the foods she likes.
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JARED
KAREN
EMILY
AGE: 33
AGE: 55
AGE: 32
Occupation: Sign maker
OCCUPATION: IT Security
OCCUPATION: Manager
INCOME: 30k
INCOME: 70k
INCOME: 70k
CHILDREN: 2 dogs
CHILDREN: 3
CHILDREN: 1
Jared is married to Kim. He likes
Karen has three children, all of which
Emily has one daughter, Kendal, that
to cook, but would prefer take out
are grown up and have moved out. She
just turned five and is a very picky
options as it's easier and more time
was diagnosed with type 2 diabetes
eater. Emily wants her to start eating
convenient. He has tried making
and wants to start eating healthier. She
more healthy foods. She thinks that
dinners from Hello fresh and Blue
has heard that eating organic food is a
introducing organic food now will
Apron and has enjoyed them, but it
really good option, but doesn't want to
help Kendal learn to eat healthier in
looking for something less expensive
pay the high price tag.
the future.
and healthier.
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USER TESTING WEEK 1 Low-ďŹ wireframes used for user testing
I wanted to test which version users liked the best.
Version 1
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Version 3
INSIGHTS: 1. Users preferred home screen of version 2. 2. All users did not like the home screen of version 3. 3. One user liked the hamburger menu on version 3.
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RESULTS
User testing week 1
75% of users said the home screen for version 3 was too busy.
75% users
25% of users said they liked the hamburger menu option on version 3.
25% users
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100% of users said they liked the home screen layout of version 2
100% users
50% of users said they preferred the market location screen in version 1 compared to version 2.
50% users
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USER TESTING WEEK 2
TASK TASK 1: ind the recipe for Zoodles Marinara
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RESULTS TASK 1: ordering a meal box
100% of users completed the task of ordering a meal box.
100% users
+ 100% of users clicked on the "Raw Boxes" image to order the item.
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TASK TASK 2: Find a pop up market
- Karen got lost after the login screen as to where she should go for the pop up markets
- Kim was also unsure where to go after the homescreen and could not ind the market locations either.
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RESULTS TASK 2: Find a pop up market
0% of users were unsure how to find a pop up market using the app.
0% users
INSIGHTS: Users didn't recognize this was the symbol to ind pop-up markets or that they could search at the top of the page.
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TASK TASK 3: Find the recipe for Zoodles Marinara
Mike user testing inding the recipe for Zoodles Marinara.
Kim looking at the home screen.
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RESULTS TASK 3: Find the recipe for Zoodles Marinara
100% of users clicked on the "Featured Recipes" image.
100% 75% users
0% of users clicked on the icon.
0% users
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USER TESTING WEEK 3
TASK TASK 1 Go through the on-boarding process
+ Mike liked the loading page and said the on-boarding screens were helpful to understand the app. + Marta and Emily both agreed the loading page was fun.
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RESULTS TASK 1 Go through the on-boarding process
100% of users liked the loading page for the app.
100% users
INSIGHTS 1. Add an animated logo to splash page. 2. Add photo instead of using stamps.
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TASK TASK 2 Order a raw box
+ Marta thought the ordering process for the raw boxes made sense and was straight forward. She liked going through the recipes irst and then ordering her meal box. + Emily liked the option of picking her meals and adding them to her cart. - Mike did not understand what the seasonal icons meant and suggested putting that in the on-boarding screens.
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RESULTS TASK 2 Order a raw box
100% of users could order a raw box using the app.
100% users
INSIGHTS 1. Having Raw Boxes right on the home screen makes it easier for users to locate. 2. The ordering process was straight forward.
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TASK TASK 3 Find a pop up market
+ Marta thought it was easy to ind the market locations now that the bottom icons were labeled and she went through the on-boarding screens. - Mike thought the market locations icon looked like a person and suggested adding the circle in the middle of the bubble like Google maps.
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RESULTS TASK 3 Find a pop up market
100% of user could ind the market locations now compared to week 2.
100% users
INSIGHTS 1. Have the user be able to zoom in and pick the location. 2. Update the market icon to look more like googles location icon.
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TASK TASK 4 Order a meal box
+ Emily thought it was easy to ind the recipes and order a meal box. - Emily thought that in the on-bording screens it should mention this is how you order a meal box and add meals.
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RESULTS TASK 4 Order a meal box
100% of users could order a meal box using the app.
100% users
INSIGHTS 1. Add onboarding screen to explain ordering process.
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SCREEN DEVELOPMENTS
From my user testing, my home screen changed week to week. My inal design incorporates my visual language, but also is user friendly.
WEEK 1
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SCREEN DEVELOPMENTS
i designed a landing page based on user feedback as well. My designed changed from using my stamps to images of real produce and a lighter wood textured background.
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FINAL
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I spent a lot of time with these farmers asking them questions about how Wisconsin Organic Co-op could be successful and whether or not they would participate in something like this. They all gave me very good insights and one even wanted to sign up before I told them it was just a thesis project right now. I am very grateful for their time and the feedback they gave me.
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RICHARD
MICHELLE
TREVOR
FARM: Olden Organics
FARM: Larry Ville Gardens
FARM: River Valley Kitchens
CERTIFICATION: USDA Organic
CERTIFICATION: CNG
CERTIFICATION: USDA Organic
FARM SIZE: 100 Acres
FARM SIZE: 8 Acres
FARM SIZE: 10 Acres
The farm started of as CNG certi-
The farm has been Certiied Naturally
The farm has been USDA Certified
ied, but transitioned to being USDA
Grown since 2008. They like being
for 40 years, they didn't know other
certiied when he decided to sell his
certiied CNG because they like hav-
small certiications existed. They have
products at grocery stores.
ing the ability to speak with other
their certiication so they can call their
farmers directly and not have the
products organic.
government controlling what they can and cannot put on their farm.
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TASK TASK 1 Go through the app and tell me what you are thinking.
+ Michelle loved how the app looked and especially liked the stamps and images used. + Trevor thought the app was great and really liked the overall design. + Richard thought the app was easy to go through and understand.
”
Oh I love the wood background and
”
the stamps are beautiful.” — MICHELLE LARRY VILLE GARDENS
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RESULTS TASK 1 Go through the app and tell me what you are thinking.
100% of farmers liked the design of the app.
100% farmers
INSIGHTS 1. Leave how the app is designed as the farmers liked the way it looked.
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TASK TASK 2 Tell me what you think of the sell produce page.
+ Michelle thought it was useful if she had extra produce at the end of the week to sell. + Trevor thought the idea of having a place to sell left over produce was a good idea. - Richard thought that as long farmers didn't have to go out of their to sell the produce that it would be a good idea.
I can deinitely see small farm
”
owners using this app.” — TREVOR RIVER VALLEY KITCHENS
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RESULTS TASK 2 Tell me what you think of the sell produce page.
66% of farmers liked the idea of having a place to sell their extra produce.
66% farmers
33% said it would only work if the farmers didn't have to spend a lot of their time of the farm and it was a simple process to sell products.
33% farmers
INSIGHTS 1. Add the option of having Wisconsin Organic Co-op pick up products or have a central location. 2. Explain how the co-op works and how the farmers can be involved.
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TASK TASK 3 Tell me what you think of the idea of moving Pop-up Markets?
+ Michelle thought helping to volunteer once was feasible as long as there were markets close to her farm. + Richard thought that making the pop-up markets in the morning would be a good idea.
You have to think about the logis-
”
tics, you don't want produce to spoil in the hot heat.” — 118
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RESULTS TASK 3 Tell me what you think of the idea of moving Pop-up Markets?
100% of the farmers thought volunteering their time at least once was feasible.
100% farmers
INSIGHTS 1. Make the pop-up Markets in the morning. 2. Allow farmers to pick and choose when they want to sign up to volunteer at the Pop-up markets.
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4 IDEAS BLOOMING
FLOWER \flou·er\
“The specialized part of an angiospermous plant that occurs singly or in clusters, possesses whorls of often colorful petals or sepals, and bears the reproductive structures (such as stamens or pistils) involved in the development of seeds and fruit : blossom.” — MERRIAM-WEBSTER.COM
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WWW.WIORGANICCO-OP.COM Website provides a service for farmers which educates, supports and answers questions about the certiication process. It also runs the pop-up markets and food delivery service. FUNCTIONALITY: For customers: – About us – Signup for food delivery – Download app – Find a pop-up market – The diference between Certiied Organic vs. Certiied Naturally Grown. FOR FARMERS: – Join – Interactive chat option – Download/Order certiication kit – Choosing between Certiied Organic vs. Certiied Naturally Grown.
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Farmers can go onto the website to learn about the certiication process, create an account to become certiied, and find Pop-Up Markets. They can also create an account where they can update their information, edit their farm information and update their certification agency.
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LEARNING ABOUT THE CERTIFICATION PROCESS Farmers can learn about the certiication process and the diference between becoming Certiied Naturally Grown and USDA Certiied Orgranic.
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LOGIN PAGES & CERTIFICATION PROCESS Farmers must login in create an account before they can begin the certiication process.
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CERTIFICATION PROGRESS Farmers can use the online checklist to make sure they have everything completed.
CNG CHECKLIST
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CERTIFICATION KITS Farmers can order a certiication kit that has all the necessary items they need to help them become certiied. The kits are free, they just have to pay for shipping and tax.
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POP-UP MARKETS Farmers can sign up at Pop-Up Markets to help volunteer. To sell produce, they must use the app function.
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PROFILE PAGES Farmers can edit their account information, farm information, and information about their certiication.
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Customers can go onto the website to learn about choosing organic food, find Pop-Up Markets, order Meal Boxes and Raw Boxes. They can also create an account where they can update their information, add food preferences, and track their orders.
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ORGANIC 101 Customers can learn about the diferent labels and how to choose organic food.
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RECIPES Customers can ind seasonal recipes to make on their own, or order a Meal Box that comes with all the necessary ingredients.
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SHOP Customers can purchase a Meal Box or Raw Box from this screen.
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Ordering a Meal Box is similar to the process under the recipes tab.
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USER PROFILE Customers can create an account where they can update their information, add food preferences, and track their orders.
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POP-UP MARKETS Customers can ind Pop-Up Markets and see which markets are occurring and when.
OTHER PAGES Customers can download the app or contact Wisconsin Organic Co-op with any questions.
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A delivery food service that provides organic meals using local organic Wisconsin produce from co-op members. FUNCTIONALITY: – App for ordering and tracking delivery – Box and Truck graphics – Packaging for products
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Each meal box has a lid on it that is colored according season. They also have seasonal icons on the front and back that are colored according to each season.
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This Way Up PERISHABLE
#
Zoodles Marinara Pumpkin Soup
FRONT & BACK
#
INSIDE YOUR BOX:
Chapter 4: Full Bloom
#
SUMMER s thi ce da a l a p w in l. et o a sur ay n arriv e u b ht aw pon o Y u ig or xr bo gerat i r f re
#
TOP
WANNA SAVE 10%? Return at any o'dem PopUp markets for 10% OFF your next box now. TO FIND POP-UP MARKETS DOWNLOAD OUR APP WOC OR VISIT US @ WISCONSINORGANICCO-OP.COM
TEAR RIGHT OPEN FOR GOODNESS
SIDE A
BOTTOM
with dem fancy 100% biodegradable Styrofoam material to keep 'er from bouncing around now.
#
Dontcha worry now, your food is safe. Your produce is securely packaged
#
HEY D'ERE! Er, Your box is upside down HANDLE 'ER RIGHT You be sure ta place this box RIGHT AWAY now in da refrigerator upon arrival.
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Yo b u re ox r be s fr ig igh ure er t a at w ta or ay pl up no ace on w th ar in is riv da al .
WIN TER
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s thi ce da pla n ta ow i al. e n ur riv e s away n ar o ub Yo right r up to x bo igera r ref
s e thi plac a t da re w in be su ay no rrival. You w a a right pon box tor u a r e g refri
Chapter 4: Full Bloom
TEAR RIGHT OPEN FOR GOODNESS
Top, side, and inside view of the Meal Boxes
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Each raw box is set up like the meal box, except the information on the sides is placed
mixture of produce
This Way Up PERISHABLE
#
INSIDE YOUR BOX:
#
onto a hanging tag..
FRONT & BACK
WisconsinOrganicCo-op.com
TOP
SPRING s thi ce da a l a p w in l. et o a sur ay n arriv e w b n a u o t Yo righ up or x bo gerat i r ref
TEAR RIGHT OPEN FOR GOODNESS
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BOTTOM
HEY D'ERE! Er, Your box is upside down Dontcha worry now, your food is safe.
HANDLE 'ER RIGHT
WANNA SAVE 10%?
You be sure ta place this box RIGHT AWAY now in da refrigerator upon arrival.
Return at any o'dem PopUp markets for 10% OFF your next box now. To ind pop-up markets download our app WOC or visit us at:
Your produce is securely packaged
WISCONSINORGANICCO-OP.COM
with dem fancy 100% biodegradable
WisconsinOrganicCo-op.com
Styrofoam material to keep 'er from
WisconsinOrganicCo-op.com
HANG TAGS
bouncing around now.
LABELS FOR PACKAGED ITEMS.
& 1/8 TSP SALT & PEPPER MIXTURE
1/8 TSP NUTMEG 1/8 TSP CAYENNE PEPPER
2 TBSP • 1 FL OZ
2 TBSP MIXTURE OF PUMPKIN SEEDS
1 CUP • 8 FL OZ
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#
Yo b u re ox r be s fr ig igh ure er t a at w ta or ay pl up no ace on w th ar in is riv da al .
TEAR RIGHT OPEN FOR GOODNESS
this ce a pla in d ta w l. no ure iva e s away n arr b u Yo right r upo o x rat bo e rig ref
#
#
You be sure ta place this box right away now in da refrigerator upon arrival.
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Top, side, and inside view of the Raw Boxes.
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Trucks that deliver the Meal Boxes and Raw Boxes.
MAKING BETTER FOOD MORE ACCESSIBLE
MAKING BETTER FOOD MORE ACCESSIBLE
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MAKING BETTER FOOD MORE ACCESSIBLE
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ALL ORGANIC, ALL WHOLESOME
MAKING BETTER FOOD MORE ACCESSIBLE
WisconsinOrganicCo-op.com
ALL ORGANIC, ALL WHOLESOME
MAKING BETTER FOOD MORE ACCESSIBLE
WisconsinOrganicCo-op.com
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Using the card sorting activity, I created a more formal information architecture to organize all the screens for my app.
LEGEND
Level 1
Level 3
Level 4
Level 2
First time login
Guest access
Member access
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Farmer onboarding screens
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Onboarding screens continued
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MARKET LOCATIONS: SIGNING UP TO VOLUNEER Farmers can sign up to volunteer at the Pop-up Markets. Farmers that are part of Wisconsin Organic Co-op must volunteer once a year.
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MARKET LOCATIONS: SELLING PRODUCE These screens show the process of how to sell produce at the Pop-up Markets.
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USER PROFILE Farmers can log into their account and update their farm and account information, and certiication information.
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User proile continued
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Onboarding Screens
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USER PROFILE Farmers can log into their account and update their farm and account information, and certiication information.
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Onboarding Screens continued and login in screen
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ORDERING A MEAL BOX Customers can sign in and order a Meal Box from the featured recipes section.
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ORDERING A RAW BOX Customers can sign in and order a Raw Box illed with a variety of seasonal produce. The boxes come in two sizes: medium and large.
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CHANGING SEASONS The top and bottom part of the screens change color according to season. There is a screen that pops up to notify the user when the season changes.
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SUMMER
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FALL
WINTER
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USER PROFILE Users can log in and change their proile photo, update their personal information, their preferences, and track orders.
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POP-UP MARKETS Customers can ind Pop-up Markets near them by searching and using ilter options. Once they ind one they would like to visit, they can get directions.
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The word guest appears in the top left corner when the user is not logged in.
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HOW WISCONSIN ORGANIC CO-OP POP-UP MARKET WILL BE SET UP: – Farmers sell their produce to Wisconsin Organic Co-op at wholesale price. – Produce is sorted and organized by type. Each bin will be placed on a stand organized by type of produce. I.e: tomatoes will have their own stand, zucchini will have their own stand, and so on. – Each bin will have a name of the farm/ farmer so customers know where the produce came from . - Produce will also have labels with the name of the farm to indicate where it came from.
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The market will have signs on the floor that direct customers to where the fruits and veggies are located. Each station will have a banner of what they are selling.
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Each bin will have a label with the farm that contributed. A label of CNG organic or USDA organic will be next to the farm names.
Each bin will have the name of the type of produce and whice farms it came froms
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Each peice of produce will have a sticker with the name of the farm and whether it is CNG or USDA Organic.
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The market will have small booklets that customers can take with them. On the back of the cards, it will have a reference guide as to when popular produce is available. When opened, customers can put the stickers from produce to remember which farm they liked best.
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Bags will be handed out to customers at the pop up market. Bags are 100% recyclable and for customers to place their purchased goodies inside.
Learn more: WisconsinOrganicCo-op.com
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Learn more:
Learn more:
Learn more:
WisconsinOrganicCo-op.com
WisconsinOrganicCo-op.com
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In Wisconsin there are two seasons: winter and construction. These signs will be placed throughout the city for customers to follow.
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3
3
3
3
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A kit that provides a brief overview of the process of becoming Certiied Organic or Certiied Naturally Grown. They will be two diferent kits, but include the same elements such as a booklet and checklist for farmers to go through to help organize and keep track of their paperwork. KIT CONTAINS: – Short Booklet (4 pages + cover) – Checklist – Printed calendars – Labels – Receipt holder – Enclosed in a binder
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Each certiication kit contains a binder, a small booklet, labels, binder tabs, and some printed calendars. The binder is 100% customizable, farmers can organize their binder any way they like, use the labels provided or make their own.
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Each certification kit booklet contains the mission statement, how to use the certification kit, a checklist, important numbers, and the next steps after becoming certified.
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The cover, checklist, help, and congratulations page change specifically towards Certified Naturally Grown or USDA Certification.
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5 SPREADING THE IDEA
POLLINATION \pol·uh·ney·shun·n\
“The process by which plant pollen is transferred from the male reproductive organs to the female reproductive organs to form seeds. In flowering plants, pollen is transferred from the anther to the stigma, often by the wind or by insects.” — MERRIAM-WEBSTER.COM
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The future is bright for Wisconsin Organic Co-op as the demand for organic food continues to increase. My hope for this project is that more farms will become certified organic which will create more options for customers like myself.
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SHORT TERM I plan on using what I have learned about the certification process to eventually become Certified Naturally Grown. My boyfriend and I live on 4.5 acres and have started an organic garden this spring.
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LONG TERM Even though this project was designed speciically for Wisconsin, I can see other states using this idea. I would like to present my certiication kits to certiication agencies as I think they would help farmers. Ultimately I hope that the 1% of organic farmland currently in the United States will continue to increase.
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IMAGES 22. Vera Kuttelvaserova. “a poor hen from caged farming - animal protection concept.” Adobe Stock image: 45897553. 23. Ehrlif. “Death Of The Family Farm.” Adobe Stock image: 100733357. 23. Arinahabich. “Fresh Produce.” Adobe Stock image: 67831804. 69. Nadianb“Pumpkin and carrot cream soup.” Adobe Stock image: 169983763. 68. Maren WInter. “Parsnip mash with roasted mushrooms and leek in a bowl.” Adobe Stock image: 187766673. 70. Volf. “Fresh multi-colored vegetables in wooden crate.” Adobe Stock image: 2011113349. 137. GMMaria. “eggplant stufed with a mix of fresh green herbs and processed pine nuts, garlic, and parmesan.” Adobe Stock image: 212231073. 140. Foodfetish. “Salad of fried eggplant with tomatoes in Asian dressing.” Adobe Stock image: 198235849. 150. Nelea Reazanteva “Fresh organic radish salad. top view..” Adobe Stock image: 206243646. 203. Irina Schmidt. “Organic fresh tomatoes from mediterranean farmers market in Prov.” Adobe Stock image: 113885568. 216. Jhansen2. “Road Construction Sign.” Adobe Stock image: 142262253.
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MFA THESIS PROJECT SPRING 2019
www.wiorganicco-op.com