Product Design:
a Short Story

Making the imperfect, perfect

Role: Product Designer (of a team of 7 product designers)

Overview: As part of my project with BrainStation, we were challenged to conceptualize
and design a digital mobile app that aims to reduce food waste in Canada

Timeline: 1 week - January 2020


Chapter one: Food for thought

In North America, 168 million tonnes of food is wasted every year, with the largest contribution occurring at the hands of consumers, however The Commission for Environmental Cooperation (CEC) reports the problem actually derives from the food-supply chain.

The problem of overproduction, rigid food-grading specifications, and varying-customer demands contributing to food waste have a significant environmental impact.



of all retail produce is discarded because it’s not "pretty" enough

49 billion

dollar value of food that is lost or wasted in Canada

193 million

tonnes of greenhouse gas (GHG) emissions the life cycle of wasted food produces



We hit the streets to speak with 15 people of varying ages to discuss their feelings and thoughts about food waste.

9/10 people were aware that food waste is a problem

80% of their grocery shopping decisions were mainly impacted by price


If already purchased, most participants still eat fruit with “imperfections” such as misshapeness, bruises, spots

Younger participants (between 20-35) were more conscious about food waste than older participants (aged 36-60 years old)


Chapter two: Design decisions

How might we encourage eco-conscious consumers to purchase imperfect produce from the grocery stores in order to prevent food waste?


We used a Persona to visualize and empathize with a potential user of our product


Product Design Sprint

Roles were divided among the team as the Decider, Writer, Asset Collector, Wireframe (high fidelity),Prototyping, Researcher (user testing), and Stitcher.

My role: the Decider

My role as the decider was responsible for making final decisions on every step of the design process


Final chapter: Our Solution

The mobile digital app DUDS, that pairs with associated grocery stores to sell customers discounted "imperfect" produce through the delivery or pick up method.


Our product design is a social impact project that aims as a potential solution to reducing food waste through technology that benefits not only the earth, but the consumer.

Special thank you to my team Christina Chen, Vanessa Kwan, Mina Mehdipour, Karen Xiong and Jiayu Duan


Does it look like I may 
fit in with your company or project?
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Toronto, Canada

416 358 1421

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