» UNIVERSITY PROJECT
A group project set by Kin + Carta Create (formerlly TAB) to: educate supermarket shoppers about food sustainability; and encourage those shoppers to make a meaningful change to improve their food sustainability.
Service Design, App Design, UI, UX
MAIN PROGRAMS USED
Sketch + Principle
Brandon Carr + Callum Spence
We developed a new delivery system for Tesco that put the responsibility of improving food sustainability on the company rather than the consumer.
With Tesco's motto ‘Every Little Helps’ guiding us, we evolved the customer online shopping experience. Sustainable produce are highlighted in green and pushed further up results. There are now small bites of advice sprinkled through the app, and the option to easily swap an item for its more sustainable counterpart.
The final part of our plan was introducing a new fleet of electric delivery vans that had recycling bins for complex plastics, making it easier for customers to recycle. Delivery slots are now offered to entire streets at a time, reducing the number of trips Tesco vans make.
We kicked off this project by learning as much about food sustainability as we could. We looked at Tesco, their values, their customers, and their aims. At the end of our research two key things stood out to us:
Their tagline is also their core value and guiding principal - Every Little Helps
2. Food Sustainability
By the time the customer is choosing items in store, the major decisions of the item's sustainability have been made (in the growing, manufacturing and transport of the product).
In other words - it’s all well and good if I bring a reusable bag to the shop, but if the organic-vegan-keto burger I just bought has the same carbon footprint as a Boeing 737 there isn’t much I can do as a customer.
Since the customer has no impact on the overall sustainability of their shop, educating them about it is as useful as rearranging the deck chairs on the Titanic.
We'll make changes at the top - growing, manufacturing, sourcing, transport and packaging. If the store only has sustainable products, then customers can only choose sustainable products.
This won't happen overnight, so our solution is to first make any and all immediate changes to the produce in store that will have a positive impact to sustainable food shopping. For example only stocking cans of soft drinks instead of plastic bottle versions.
Secondly, we make it easier to have these products at home, after all Every Little Helps.
And to do this, we looked at milk floats...
Yes! And stay with me here... think back to when milk delivery was at it's most popular...
Milkrounds had a set route, visiting each street on a set day and delivering to all the houses on that street at once. And all in an electric van. A daily route might look a little like this...
Comparing the milk float's route to a modern day diesel delivery van, the milk float's route makeas a lot more sense.
So we had this idea...
We could reorganise Tesco delivery slots so that the driver arrives at a street and delivers to multiple houses at once.
To help explore this idea, we created a set of user personas that all lived on our fictional cul-de-sac, Example Avenue.
Using the residents of Example Avenue we were able to explore potential shopping needs of loads of different Tesco shoppers. For example we explored the idea of adding pick up points (similar to Amazon pickup lockers) so that customers can collect their shopping even if they're not in.
Here's how it works
Initially there would be a separate app called ecoDelivery while the new system is tested. The end goal would be to incorporate ecoDelivery into the main Tesco app as the standard delivery method.
- Someone on a street will make an order on the app - they’ll choose a community delivery slot.
- Everyone else on the street will get a notification to say the day and time of the community delivery. Anyone interested in that slot can create a delivery.
- In the app, sustainable choices will be highlighted and prioritised on the list of produce.
- One of the new fleet of electric delivery vans will arrive on the street. The delivery driver will deliver to all the houses who have made the order.
- The new vans will also have recycling bins at the back of the van for complex plastics to be recycled or re-purposed.
Customers join their local 'ecoDelivery Community' made up of fellow Tesco shoppers on their street.
From there, they add the times they'd normally be able to have a delivery.
Making an order
When it comes to booking a delivery, customers can either join existing street deliveries or make a new one.
Because everyone in the community added times they'd usually be able take a delivery, the app offers slots that work for as many people as possible.
In the prototype there are no deliveries available between 10am and 1pm for the following day because of the availablity of the street.
Sustainability advice throughout
When it comes to educating the customer about food sustainability, we wanted a really simple way for the customer to make a more informed choice. To do this (without overloading them with information) we changed the UI around sustainable produce from Tesco's Blue to green.
Continuing with the Every Little Helps concept, we added interactions to swap produce for eco alternatives .When checking out, the app will highlight any swaps the customer can make before checking out.
In the example below, the customer can swap the toothbrush in their basket for a bamboo one by the same company, while making a small saving too.
With their order confirmed, the customer sits back and waits for their delivery to arrive.
Everyone else in the community gets a notification with the option of joining that order. There's no minimum spend for anyone adding their shop to the order and the cost of delivery is divided between all shoppers.
We also plan on introducing 'ecoPoints' to incentivise customers. These points will create rewards such as free delivery slots, or discounts on sustainable products.
We developed some freebies to spread the word about ecoDelivery and encourage customers to join in.
During the promotional period, deliveries will have some postcards which explain the concept and give space for customers to invite their neighbours to join in
The calendar has sustainability advice, seasonal recipes and some offer codes to use throughout the year. It also acts as a year round visual reminder and prompt to use ecoDelivery.
Coincidentally Covid Proof
While working on this project, the UK entered into lockdown, supermarkets were restricting the number of toilet rolls people could buy and getting a delivery slot was nearly impossible.
We realised this delivery model would work really well under lockdown conditions.
In theory, Tesco could allocate delivery days to the areas they serve and deliver to entire streets at a time. ecoDelivery would also allow for thorough cleaning in between orders. Instead of driving to different parts of town and potentially spreading any germs, they would deliver to one area, return to the store, clean and restock before delivering a different area of town.
Overall we had fantastic feedback from classmates, lecturers and Abby and Fred from Kin + Carta Create. They were particularly impressed that we had thought about the full service from onboarding to the recycling bins at the back of the delivery vans to the promotional material.