With NoWaste, the goal is to help families reduce their yearly food waste to 0%, so they can reap the substantial benefits of up to 7000 DK KR in yearly savings and cutting down time spent grocery shopping with up to 4 hours monthly.  (1)

Wanting to help prevent food loss in our society, and knowing the consumer's financial benefits in doing so, I set out to build NoWaste: A food inventory app for families. 

Households in Denmark have a yearly estimate of 34% food waste. This amounts to 42 kg. of food lost a year pr family. At whole, the food waste problem costs danes 13,5 billion DK KR yearly. (1)

The challenge

NoWaste in numbers

30.000-42.000 food items added each month.

28.000-32.000 food items deleted each month

Since November, 2017, user's have averaged a 94,2% consumption rate, wasting less than 6% of their food.

The goal

In order to help families reach the goal above, I needed to know why families faced a problem with food waste in the first place.

 

From user surveys I found 'Lack of knowledge' as a major underlying cause of food waste. This included not knowing what food they had, not know how much food they had and not knowing when it expired.

      

Analyzing the challenge

The why

The problem with 'lack of knowledge' appeared in different settings:

 

At home, where the they needed to know where their food is located and when it expires. 

 

At the grocery shop, where they needed to know what food they had, how much they had and when it expired.

 

At work, where they would think about what to make for dinner, plan their meals and prepare to go shopping 

      

Not knowing what food and how much food they had, when out shopping, caused them to buy more of the food they already had, ending up with a big pile and expired food.

Not knowing what food they had, would cause them to forget about the food, ending up with the food not being used and expiring.

Not knowing what food was at home while at work, would make it hard to plan meals, and cause them to spend time going to the grocery shop. 

The where

The app

The process of creating the app

Analyzing the challenge

Understanding the desired change in behavior

Understanding the main target group

             - Target group's characteristics

             - Target group's context

             - Target group's current solutions

Overcoming barriers to value-creation

The end product

Remaining challenges with the product

The outcome

Understanding the desired

change in behavior

The analysis of the surveys showed that the issue of families wasting food, in large, originates from must-decide-now grocery-situations, where the issue begins as a consequence of families not readily being able to check what food is in stock.

The simple and effective behavioral change I wanted my product to make, was therefore to engage families in keeping an updated list of their food supply on their iPhone/iPad, which would be readily available for them check at anytime. 

If the app could succeed in engaging families in this behavior change and in sustaining the change over time, the families would be well on their way to avoid food-waste-causing-behavior by only shopping the food they need when they need it. This would set the families on track to reap the substantial benefits of avoiding food waste, which is the main goal of NoWaste.

Understanding

the main target group

The main purpose of the app was now clear: To engage families in keeping an updated list of their food supply. The next step was how to make an implementation and execution of the app that would excel in engaging families and keeping them engaged over time. This required an understanding of the target group, their contexts and the current solutions that they were making use of.

In general

They are moms and dads 

They are employed in full time jobs

They have 1 or more kids to provide for
In terms of responsibilities

They do the majority of the grocery shopping

They fill up and clean out the fridge, freezer or pantry

They cook dinner most evenings, serve breakfast and make lunch

In terms of interests

They use technology to help them in other parts of their life

They are interested in living more sustainably

In terms of feelings

They become happy when being organized and planning ahead

They are tired when they get home from work

They get annoyed when they throw away expired food

In terms of material possessions

They have 1 or more food inventories they use to store food in (e.g. 2 freezers)

They own an iPhone/iPad
I

n

What are demanded 

of them during their week?

Who are they?

In the context of having a family

Putting aside a large amount of time to go to work 

Ensuring their children get to their institutions on time

Feeding themselves and their children by cooking food

Cleaning the house, washing clothes, and going grocery shopping

Raising their children and dealing with conflicts

 

In the context of work

Completing work on time to keep their job

Dealing with co-workers, costumers and bosses

Organizing assignments and being present at meetings

Putting in an extra effort in hopes of advancing in their career

I

n

What solutions/products

are currently available for them?

They are moms and dads 

They have 1 or more kids to provide for

They have 1 or more food inventories they use to store food in (e.g. 2 freezers)

They are employed in full time jobs

They are interested in living more sustainably

They get annoyed when they throw away expired food

They do the majority of the grocery shopping

They use technology to help them in other parts of their life

They enjoy being organized and to plan ahead

I

n