Service Design -
December . 2024
A major challenge lies in building a seamless supply chain for imperfect produce, which requires close coordination with farmers, logistical hubs, and zero-waste stores. Designers must also ensure user trust in non-standard ingredients by developing clear communication and quality checks. Financial viability and user engagement present further hurdles, as the service relies on an app-based community that must be both affordable and appealing enough to drive sustained participation.
By integrating surplus food into creative cooking and social events, the project can reshape perceptions of “imperfect” produce, foster stronger local networks, and inspire a collaborative zero-waste culture. Through thoughtful service design, it can create sustainable revenue models and support a broader shift toward circular food systems and inclusive communities.
Oct. 2024 - Jau. 2025
Service Design
User Experience Design
UX Research
Sketching
Prototyping
3D Modeling
SwiftUI
Figma
Keynote
Spline
Xcode
This project addresses the problem of food waste, where nearly a third of fruits and vegetables in Europe are discarded for not meeting appearance standards, while many people, especially young adults, struggle with rising food costs and social isolation. By transforming surplus and “ugly” produce into meal kits and facilitating local food exchanges, the initiative aims to reduce waste, enhance affordability, and foster community connections.
Research
Re-investigation
Ideation
Fund
Reflection
Identifying Problems
Onsite Research
Persona
Design Proposal
Competitive Anaylsis
Service Proposal
Information Architecture
Key UI Walkthrough
Fund Flow
Next Steps
Conclusion
As a service designer, I started by mapping the broader context of food waste and social fragmentation. I noticed that a significant portion of edible produce is discarded due to cosmetic standards, while young people and budget-conscious households struggle with rising food costs. Additionally, many individuals—particularly students and young professionals—feel isolated and disconnected from their communities. These findings highlighted a dual need: reduce perfectly good food ending up in landfills, and foster a greater sense of belonging through accessible, shared culinary experiences. This became the springboard for envisioning a service that not only rescues surplus produce but also brings people together around cooking, learning, and social exchange.
I began by examining statistics on food waste, focusing on the 33% of fruits and vegetables discarded due to appearance, size, or shape in Europe. This gave me a clear picture of how much perfectly edible produce goes unused, shaping the core of our service mission.
Next, I looked into rising food prices, noting a 10% increase for Italian families in 2023 compared to the previous year. This finding underscored the financial strain on consumers and highlighted a need for more affordable access to fresh produce.
I then explored data on social well-being, particularly the 28% of people aged 18–34 who frequently feel lonely. This emphasized a parallel issue: individuals not only need affordable, sustainable food but also opportunities to connect and combat isolation.
Interviews
We conducted four one-on-one interviews, both online and offline, lasting between 1 and 15 hours each. Participants included: students in the Linnesto region, young workers, local merchants, and farmers near Milan.
Problem ldentifcation Verify Hypotheses
Initial Direction End-user Engagement
Co-design Workshop
We also conducted a 8 person co-design workshop, inside a local Rental apartments, lasting 3 hours, to brainstorm and design together, as well asverifying some initial hypotheses, with different stages and tools andboundary objects we designed:
From Pain-points to Opportunities
Through preliminary research, we developed a user persona to identify the main problems experienced by our target users in this area. This process allowed us to focus on the goals, needs, and pain points of our core users. The persona served as a guiding tool to ensure that the design was aligned with the expectations and behaviors of frequent visitors, driving a user-centered approach throughout the project.
‘’I would like to share my traditional recipes and get to know the community!’’
LOCATION
Milan
Babker
Mainly offline supermarkets
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Avoid food waste
Share traditions
Build neighbourhood ties
Reduce food waste
Support local communities
Share creative solutions
Quick access to surplus items
Local connections
Waste-conscious community
Customizable meal options
Community service tools
Impact tracking features
Community-minded baker who values resourcefulness and enjoys sharing traditions while minimizing waste.
Based on insights from desk research, user interviews, and co-design sessions involving farmers, final users, and members of the L’Innesto community, I propose a service platform that addresses food waste and social isolation through shared culinary experiences and creative meal kits. The service combines surplus-produce recovery, community-building features, and interactive events, ensuring both environmental and social impact.
How can we use community connections and shared interests to redistribute surplus food,reduce waste, build local networks, and stayeconomically sustainable?
To explore the full range of possibilities in connecting local farms and residents, we conducted a thorough comparison of existing food-supply-chain services. Drawing on a competitor map and radar, we examined how each solution addresses sustainability, community engagement, and affordability. We found that while some platforms focus on direct farm-to-table or discounting surplus produce, others lean more toward social dining experiences. However, few combine these elements into a holistic service that values “imperfect” produce, supports local economies, and fosters community bonding. These gaps pointed us toward a strategic sweet spot: using surplus crops, designing accessible culinary experiences, and creating a socially driven platform that reduces waste and builds lasting connections.
Drawing on an in-depth comparison of existing food-supply-chain services and the insights gleaned from our market radar, the proposed concept converges around three pillars: surplus-produce utilization, community-driven culinary experiences, and inclusive local networks. While many solutions either address the direct farm-to-table link or focus on social dining, our aim is to merge both aspects into a holistic platform that not only rescues “ugly” produce but also fosters stronger community connections.
Service Offering User Flow
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This Meal Kit ecosystem connects local farms, stores, users, and culinary schools. We ensure fresh, traceable ingredients, support sustainable farming, and offer convenient pickup points. Chefs from culinary schools create authentic, easy-to-follow recipes, while a user community fosters local food culture through shared experiences and events. This system enhances supply chain efficiency, boosts user experience, and drives community growth sustainably.
01 Startup Page
03 Registration
02 Login Page
04 Personal info
05 Preference
During registration, users can set taste preferences, allergies, and activity interests for more accurate recommendations. The interface ensures easy input and guided interactions, enhancing personalization and user experience.
06 Home-Rec
The homepage intelligently recommends Meal Kits based on user preferences and purchase habits, ensuring a personalized and seamless selection experience. Data-driven suggestions make choices faster, clearer, and more satisfying.
07 Filte Function
To improve Meal Kit search efficiency, we designed a category-based filter aligned with local food specialties and ingredient availability. Given the dynamic supply from local farms, fuzzy search combined with filtering helps users quickly find suitable options. This ensures a smooth experience while strengthening the platform’s local supply chain integration.
Our design style is based on extensive research and user personas (young adults aged 18-34), leading us to choose yellow-orange as the primary color. This vibrant palette reflects youthful energy and aligns with the brand identity. Additionally, we use dynamic, modern UI components and icons to enhance engagement and ensure the visual language resonates with local young users. This approach strengthens brand recognition while optimizing the overall user experience.
08 Take Away
Considering cost sensitivity and affordability for target users, we prioritize pickup and delivery options in our design, allowing flexibility based on budget and convenience. Pickup is set as the default, while delivery includes clear fee transparency,
09 Kit Detial
The Meal Kit details page streamlines decision-making with a clear, intuitive layout. It includes images, a brief description, price, and portion details for quick understanding. Ingredient lists, nutrition facts, and allergy warnings ensure transparency, while difficulty level, required equipment, and video tutorials enhance the user experience.
10 Kit List
The Kit List page enhances search and decision efficiency by combining map interaction and key details. It features a pickup location map, showing available kits and stock levels for easy selection between pickup or delivery. A list view displays essential info (name, price, rating) for quick comparison, reducing decision fatigue.4o
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11 Payment
The payment page ensures a fast, secure checkout with an order summary (kit details, price, delivery method) for easy verification. It supports multiple payment options with secure encryption and smooth interactions for address input, coupons, and delivery time selection, reducing user effort.
12 Local Social
Fosters community engagement through events, sharing, and interactions, enhancing brand loyalty. It features food experiences, cooking classes, and gatherings with sign-ups, reminders, and navigation. Personalized recommendations, interest tags, and friend follow options create a dynamic, food-focused community.
13 Deliverly
The delivery selection feature offers a seamless experience, letting users switch between pickup and delivery with smart recommendations based on location, stock, and delivery time. Clear buttons, cost transparency, and map integration streamline the process, ensuring a smooth user experience.
14 Order Page
The order page enables easy tracking and management with a clear order list. Ongoing orders include real-time tracking, pickup navigation, and delivery estimates, while completed orders support reordering, reviews, and sharing, enhancing engagement and repeat purchases.
15 Personal Info
The profile component ensures intuitive user management with quick edits and secure verification for key details. Subpages include preferences, allergy settings, and subscriptions to enhance personalization. Users can easily update info, manage privacy, and notifications, balancing customization and security.
We transform surplus food into opportunities for connection, creativity, and change. By turning imperfect crops into cooking experiences, we reduce waste, support local farmers, and offer an affordable, social, and inspiring way to cook together. Our platform enables ingredient sharing and cooking events, fostering a sustainable food system, strengthening community bonds, and celebrating the joy of cooking.
The funding plan focuses on sustainable growth over the next two years, ensuring a balance between investment and business development. Initial funding will prioritize core product optimization, market expansion, and supply chain integration. Key early-stage investments include technology development (personalized recommendations, map interactions, payment systems), user growth (marketing, subsidies, community engagement), and building a stable local supply chain. As the user base expands, funding will shift towards operational efficiency, market expansion, and enhancing social and subscription features, ensuring long-term profitability.
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My key takeaways
User Experience Optimization – Enhancing decision efficiency and engagement through localized recommendations, intuitive interactions, and social integration.
Comprehensive Service System – Building a seamless end-to-end Meal Kit experience, from personalized selection and smooth payments to flexible delivery.
Data-Driven Growth – Leveraging user behavior analysis to optimize recommendations and operational strategies, boosting retention and market penetration.
Community Co-Creation – Integrating social features and local elements to strengthen user loyalty and establish long-term brand influence.
Nexy Step
Optimize Recommendation Algorithm – Enhance personalization accuracy by aligning with user preferences and purchase habits.
Enhance Social Interaction – Strengthen UGC and event features to boost community engagement.
Expand Local Operations – Deepen supply chain partnerships, refine pickup locations, and improve delivery flexibility.
Increase User Retention – Introduce subscriptions, rewards, and exclusive discounts to drive repeat purchases.
Iterate UX/UI – Refine key interactions based on user feedback and data insights for a smoother experience.
Designing througha different lens.