Mercado
The Problem
- Every year 16 billion pounds of food is wasted
- 1/3 of food in the US goes uneaten
- Over 20 tons of food each year ends up in landfills
- In France, irregular produce is sold at half price
Values
Sustainable:
This system needs to be environmentally friendly.
Lean:
This process should be efficient both for the user and for minimizing waste.
Inviting:
The brand and processes must invoke delight.
Target Market
Mercado is built to benefit three types of people.
Shannon Stevens
Environmentalist
"As a student I have a lot on my plate so its challenging to find the extra time I need to make environmentally friendly decisions."
Arthur Dunning
Online Orderer
"My daughter picks up my groceries for me, and I feel bad asking her to go often enough to keep fresh produce around."
Jill Jameson
Budget Shopper
"I want my kids to be healthy, but fresh produce is expensive and I'm a single mother trying to make ends meet."
The Process
Collaborative Wireframes
This project began as a group project, where we created wireframes to test key interactions.
Collaborative Branding
We also defined our initial color palette and visual strategy together.
Personal Rebrand
With the words "fresh", "friendy", and "original" in mind, I crafted a new visual identity for Mercado on my own.
Parts of the old interface could remain the same—namely the typeface, but the colors and illustration style would need a creative overhaul.
Based on a series of tests, I decided to overhaul the appearance of the app. This created a set of protoypes with a unique feeling.
The Experience
Entice
Users may learn about the delivery box via the website or the apparel.
Social Media
With the words "fresh", "friendy", and "original" in mind, I crafted a new visual identity for Mercado on my own.
Parts of the old interface could remain the same—namely the typeface, but the colors and illustration style would need a creative overhaul.
Enter
The onboarding process brings a new person into the process.
Engage
Using the app, you can sort through box options and purchase a single box or subscription.
Exit
The users recieve a box with their food through the mail.
All the food Mercado provides is humanized with names and stories.
Extend
Recipe cards come with each box, and the first order contains a free Mercado recipe box to store them in.
Users can help the environment by putting their compost in a plastic bag to ship back to Mercado. Once the compost is bagged and sent, it is turned into nutrient rich soil and shipped to local farmers so the process can start all over again.
