This document outlines a human centered design project focused on reducing food waste. It describes research conducted including interviews with farmers, markets managers, and a food rescue charity. Key insights identified appearance as a barrier to selling imperfect produce. The document then details the ideation process where the concept of an "Ugly Fruit Club" was developed - a loyalty program and app to encourage the sale and consumption of imperfect fruits and vegetables. A prototype social media post and survey tested interest in the concept. Feedback supported the idea but identified challenges around scale and partnerships. Future iterations suggested a children's version or ensuring all produce is organic.

1. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Human Centered
Design Sydney
IDEO: HUMAN-CENTERED DESIGN COURSE 2016
Sarah Dixey
Eddie Cranswick
Hong Kim
Jacqui Sedaghat
FINAL PROTOTYPE

2. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
OUR DESIGN
CHALLENGE
AMPLIFY CHALLENGE
3. How might we reduce
food waste in our
community?
Between harvest and consumption, an estimated one-third of food
spoils or gets thrown away. Post-harvest loss can occur anywhere
along the value chain—storage, transport, processing, packaging,
at-market, or at home. Consider how we might reduce food
spoilage along the value chain, lessen the amount of food thrown
away, or introduce new value to crops through processing or
financial models.
As part of this design challenge, you and your team will design
solutions to reduce food loss, with the added bonus of the Amplify
program behind you. Find out more about what it’s like to take part
in the Amplify challenge on the following page.

3. Inspiration phase

4. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
INTERVIEW
GUIDE
Open General
What are some broad questions you can ask to open the
conversation and warm people up?
FARMER:
Do you farm organic foods?
Why did you choose farming?
How long have you been a
farmer?
What is your family
background?
What do you farm?
What kind of volumes/
quantities of food do you grow?
Where are you located?
Who are your competitors?
What is your production
process like?
What is your supply method?
Who are you main customers?
Who are you in business with?
How do you learn your farming
techniques?
WASTE:
Where is your biggest area of
waste?
What are the biggest issues
within waste?
Do you know your percentages
of waste?

5. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
INTERVIEW
GUIDE
Then go deep
What are some questions that can help you start to understand
this person’s hopes, fears, and ambitions??
FARMER:
What do you think of the future
of farming?
Are you concerned about the
future?
What is your biggest challenge?
What are your challenges at
harvest? Why?
What happens to the food you
can’t harvest? Why?
How do you feel about it? Why?
If you had an invincibility
coat how would you use it
to overcome your biggest
challenge?
WASTE:
Where do you see the future of
waste?
What do you think are solutions
for waste?
Can you imagine a farm without
waste? Can you draw it for us?

6. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
RESEARCH People we spoke to:
Jane Adams
National Representative Australian Farmers’ Markets
Association
Sarah Meacham
Acting Eveleigh Farmers’ Markets Manager
Lisa Dainty
Corporate Engagement Manager, Oz Harvest
(Australia’s leading food rescue charity)
Cameron Brook
Marketing - Harris Farm markets

7. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
RESEARCH Places we visited:
Eveleigh markets (flag ship Farmers’ Market in Australia):
• Holbrook Eggs
• Kurrawong Organics (vegetables)
• Morganics (garlic)
• Prickle Hill (prunes & preserves)
• Willowbrae Cheese
• Zavaglia’s Gourmet Produce
Oz Harvest headquarters
Harris Farm - Imperfect picks

8. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
RESEARCH What we found out:
Eveleigh Markets:
The consumers at interviewed welcomed the opportunity to:
• Obtain very fresh, high quality (organic) local food
• Learn about the growing and production practices as well as
inspiration for recipes
• Support the local community
• They also felt that they obtained better value for money.
Produce not sold on the day is typically sold at other markets
(possibly a Sunday market) or traded with other stall holders.
Interestingly, whilst there were some volunteers from Oz Harvest
present at the markets they were not offering a collection service
for leftover food.
‘The main wastage in produce happens in the handling/distribution
rather than at the growing stage so the key is to improve these
practices or reduce the no. of stages.’
Farmer Brown – Grape & Fruit Grower

9. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
“......markets is committed
to reducing food wastage in
Australia. The problem is huge,
with 25% of national production
does not leave the farm gate
largely due to imperfections”
// CAM BROOK - HARRIS FARM

10. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Oz Harvest HQ
Eveleigh Farmers Markets Growers Stall
Harris Farms Imperfect Picks

11. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Ideation phase:
Synthesis

12. Insight statements

13. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
INSIGHT
STATEMENTS
THEME 1
Appearance:
• People don’t buy ugly fruit and vegetables because
they think there is something wrong with it.
• People are not prepared to pay as much for imperfect
produce.
• Farmers aren’t able to sell imperfect food due to strict
legislation on appearance requirements.

14. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
INSIGHT
STATEMENTS
THEME 2
Technology:
• Farmers are using technology to monitor and create
the optimum growing conditions to produce the best
quality produce.
• People feel the benefits from having food that has
been optimised nutritionally using technology.
• Farmers might not know the technology available
or be able to access technology to help with current
farming methods.

15. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
INSIGHT
STATEMENTS
THEME 3
Education:
• We need education to improve general awareness
about the appearance and true quality of produce.
• People should be held accountable for personal food
wastage.
• People need to better access to where food goes, as
too much food is going to the wrong place.

16. ‘How might we’
questions

17. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
HOW MIGHT
WE?
Appearance:
INSIGHT STATEMENT:
People are not prepared to pay as much for imperfect produce.
QUESTION:
How might we encourage
consumers to look beyond
the imperfections of the
produce they are buying?
THEME 1

18. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
HOW MIGHT
WE?
Technology:
INSIGHT STATEMENT:
Farmers might not know the technology available or be able to
access technology to help with current farming methods.
QUESTION:
How might we share best
agronomic practices amongst
farming communities to
reduce waste?
THEME 2

19. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
HOW MIGHT
WE?
Education:
INSIGHT STATEMENT:
People should be held accountable for personal food wastage.
QUESTION:
How might we engage
consumers to reduce their
waster?
THEME 3

20. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Downloading learnings
Creating insight statements Generating ‘How might we’ questions?
Finding themes

21. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Ideation phase:
Prototyping

22. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Grouping themes
Concepts
Veggie Survial Kit
Fruit Exposed
Ugly Fruit Club

23. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Original idea:
The Ugly Fruit Club

24. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
ORIGINAL
IDEA
The Ugly Fruit Club:
More than 20% of fruit and vegetables are lost during or post
harvest. A significant proportion of this produce is rejected based
on its appearance.
The Ugly Fruit Club is an initiative to reduce waste by selling produce that
might otherwise be classified as imperfect and therefore unfit for sale. Any
produce bearing the Ugly Fruit Club logo is fully guaranteed for quality and
available at reduced prices.
Ugly fruit and vegetables and products made from them (e.g. soups, sauces,
juices) will be sold in pop-up shops. Fruit and vegetables involved in the
program will be identified by the following logo.
Visitors to the pop-up shops will be invited to join a loyalty program where
they can accumulate points based on the amount of ugly or imperfect produce
they buy. This will give them eligibility to attend Ugly Fruit Club events eg.
family picnics, cooking events and market days as well as receiving further
discounts.
An ugly fruit and vegetables app will be created to support the club and loyalty
program. The app will incorporate a pop up shop location identifier as well as
providing general information and details of future events.
KEY THEME:
Appearance
INSIGHT STATEMENT:
People are not prepared to pay as
much for imperfect produce.
QUESTION:
How might we encourage consumers
to look beyond the imperfections of
the produce they are buying?

25. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Storyboard

26. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Concisely Describe the Person
You’re Designing For
Name: Jane
Age: 30
Occupation: Pre-school teacher
Other Characteristics:
Mother of 2 children and very health
conscious.
THE PERSON
Concisely Describe What Is Happening
Jane checks her Facebook news feed
and discovers the Ugly Fruit Pop Up
shop promotion. She is interested in the
idea of saving food waste.
AWARENESS
Step 1.
Concisely Describe What Is Happening
Jane notices the Pop up Shop having
seen the Facebook news feed and
goes in the shop to have a look. She is
interested in its new range of products
made from the produce and sees the
carrot and celery soup and purchases
some.
INITIAL PURCHASE
Step 2.
Concisely Describe What Is Happening
She takes the soup home and gives it to
her children who love it.
FIRST USE
Step 3.
STORYBOARD

27. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Concisely Describe What Is Happening
Jane post’s a photo on Facebook of the
Ugly Fruit Club soup and gets 42 likes
from family and friends.
SHARING INFORMATION
Step 4.
Concisely Describe What Is Happening
Jane reads about the loyalty program
and events. She goes online to sign up.
Decides to attend a family picnic day
and invites her friends.
JOINING THE CLUB
Step 5.
Concisely Describe What Is Happening
Jane, her friends and their children
attend the picnic. They get given an
information pack with ugly fruit sticker
books for the kids, tea towels and
aprons for the mums.
ATTENDING EVENTS
Step 6.
STORYBOARD

28. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Prototype

29. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
WHAT DID WE PROTOTYPE?
Concisely Describe What Is Happening
Jane checks her Facebook news feed
and discovers the Ugly Fruit Pop Up
shop promotion. She is interested in the
idea of saving food waste.
AWARENESS
Step 1.
WHAT QUESTION(S) WERE YOU TRYING TO ANSWER?
If you post a picture on social media promoting awareness of Ugly Fruit would
users be interested enough to find out more?
HOW MIGHT WE TEST IT?
Create a micro site one pager which details information about the Ugly Fruit
club to share some facts about the amount of waste, inform people of ways to
get involved - visit pop up shops, buy ugly fruit and attend events. Then share
the link on social media. Included in the micro site is survey to test out people’s
interest. This is to see if it is something people are interested in and if social
media is the best way for users to find out about the Ugly Fruit Club.

30. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
LANDING PAGE SURVEY

31. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
Implementation

32. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
SOCIAL MEDIA PROTOTYPE

33. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
SURVEY METRICS

34. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
SURVEY METRICS

35. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
FEEDBACK MOTIVATORS TO USE:
‘A lot of hard work goes into growing our nation’s produce.
I like the fact that with the program all fruits are given the chance
- don’t judge a book by its cover!’
‘We waste so much in society and for no reason other than
appearance. If it tastes good and is fresh why not use it.’
‘Mainly because it helps reduce food waste and I love looking at
how strange some fruits and veggies sometimes turn out.’
BARRIERS TO USE:
‘May not be as conveniently located as my local supermarket.’
‘How widely will be adapted? How will the big chain supermarkets
support this initiative? Those are a couple of my queries.’
‘I get my ugly fruit at Harris Farm.’
‘I would need to taste some more ugly fruit to convince myself that
it was good to eat.’

36. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
FEEDBACK What did you learn from
testing your prototype?
• Has broad appeal to wide demographic range.
• People like the idea but it is a very big idea and would need
significant investment.
• Might be an idea to partner with supermarkets/wholesalers
via joint venture.
‘I would buy more ‘Ugly Fruit’ if Woolies for example provided
a points incentive eg. Why not 2 points per dollar for ugly fruit?’

37. HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB
FEEDBACK What might you consider
for future iterations?
• A children’s version.
‘The Ugly Fruit Club idea is cute and I am sure would work with
kids if you made a kid version. There are so many ways to use
seconds quality fruit and veg and make it more appealing than
the Coles/ Woolies approach.’
• If all produce in the club is grown using organic methods
that can be leveraged.
‘I would like the idea even more if it was organic or no chemical
food. I only buy organic. Otherwise I think reducing food waste
is good, however is that for certain? Even beautiful looking food
gets thrown out, so is the waste because we produce to much for
local consumption?’