Greeno - Case study project
Greeno, a platform designed to revolutionize sustainable shopping, set out to make eco-conscious choices more accessible to users. The challenge? To create a seamless, intuitive experience that inspires users to embrace sustainable living without compromising on convenience or style
Problem
Unused and leftover ingredients are a major source of financial losses for restaurants. Each day, a significant portion of these ingredients goes to waste, adding up to substantial inefficiencies and impacting overall profitability.
Design Process
I started by thoroughly researching the problem to understand its impact on restaurants and identifying the key challenges they face. Using mind-mapping, I explored how various issues were interconnected and pinpointed potential touchpoints for solutions. To humanize the problem, I created personas that represented the stakeholders, focusing on the frustrations of small business owners. One of the most engaging aspects of the process was mapping the user journey—tracing how restaurants order ingredients and manage leftovers—shedding light on pain points and opportunities for improvement.
Current User Journey / Pain Points
Lukas makes a list of Ingredient shopping every week after consulting with his head chef.
Goes to grocery shopping
Buy the ingredients for the next week.
Realises every day that 20% of the ingredients bought are thrown away or remain unused.
The unused/thrown ingredients result in approx 15-20% of losses daily.
Lukas wants to lower the losses and minimise food wastage in his restaurant.
User Persona
Hi, I’m Lukas!
I’m 36 years old and the proud owner of a small restaurant in Berlin.
What I Do
Manage my cozy restaurant with a dedicated team of one chef and two staff members.
Often step into the kitchen myself—I love cooking just as much as running the business!
Personally handle grocery and ingredient shopping every other day to ensure the freshest supplies for my customers.
My Interests
Cooking: It’s my passion and the heart of my business.
Reading: A great way to unwind and expand my horizons.
Social Welfare: Giving back to the community matters deeply to me.
Entrepreneurship: I’m always on the lookout for ways to grow and improve my business.
What Lukas Says:
“It’s heartbreaking—for both my business and me personally—to see ingredients go unused daily, only to end up in the garbage.”
What Lukas Wants:
“I’d love a platform where I can sell unused ingredients to others. It would help minimize losses and reduce food wastage, making a positive impact.”
Idea and concept:
The solution is a mobile app designed to connect restaurant owners with potential buyers, creating a marketplace for buying and selling surplus ingredients. By leveraging delivery riders, the app facilitates a seamless delivery process, ensuring quick and reliable transactions.
Explored Options
Marketplace for Buying & Selling Ingredients:
An open-bid platform where restaurant owners can buy and sell surplus ingredients at competitive prices, fostering a cost-effective and sustainable ecosystem.Subscription-Based Delivery Service:
A service allowing restaurant owners to receive daily ingredient deliveries through partnerships with local vendors, streamlining inventory management.Hybrid Solution:
A combination of both approaches, enabling owners to buy and sell ingredients while subscribing to daily deliveries from local vendors.
Chosen Approach
I decided to focus on the first option: a platform where restaurant owners can list surplus ingredients for sale and purchase discounted items from others on a daily basis. This solution not only helps reduce food waste but also significantly lowers operational costs.
For Lukas, this platform would mean:
Cost Savings: Access to affordable, high-quality ingredients.
Revenue Generation: A way to sell unused ingredients, turning potential waste into profit.
Sustainability: Contributing to a waste-free restaurant ecosystem.
This approach provides a practical, scalable solution to tackle both financial and environmental challenges faced by restaurant owners.
Wireframing
I began designing the flow by sketching low-fidelity wireframes on paper, embracing the freedom to experiment and make mistakes. This approach allowed me to identify and address potential issues early, paving the way for improvements in later stages.
Mid-Fi Mockup
Key Learnings and Improvements from low-fi and mid-fi mockups
Restructured Main Page:
Redesigned the main page to provide Lukas with quick and easy access to the marketplace, ensuring functionality on the go.Enhanced Navigation:
Introduced a footer menu to simplify navigation, making it more intuitive and user-friendly.Interactive Order Notifications:
Implemented a pop-up dialog that alerts users when they receive an order. The dialog includes a 30-second timer for accepting or declining the order, adding a sense of urgency and responsiveness.Streamlined Order Management:
Created a more precise and organized "Manage Orders" page, improving clarity and usability for tracking and updating orders.Improved Listing Experience:
Replaced the traditional vertical listing with a swipeable carousel for product listings. This design not only saves screen space but also offers a smoother and more engaging scrolling experience.
Hi-Fidelity Mockups
GreenO makes it easy for you to navigate and sell your underutilized ingredients on a dynamic marketplace where buyers meet sellers. Powered by Riders, GreenO ensures a seamless experience by connecting you with buyers and handling the delivery directly to your kitchen. And when it comes to payment, we've got it covered—once the delivery is confirmed, the payment is instantly released to your account.
For restaurant owners like Lukas, GreenO helps lower costs by not only enabling the sale of surplus ingredients but also offering a quick and affordable way to purchase fresh ingredients daily, all within a fraction of the time it usually takes.
What's in it for your business?
You save valuable time by eliminating grocery store trips and benefit from easy, direct deliveries straight to your kitchen—making ingredient management more efficient and cost-effective.