Project Details
Nature | Domain
‘Dream Madiwala’ is my graduation project at the National Institute of Design, Ahmedabad, as an in-house project for Quicksand Design Studio, Bangalore.
Generative Research | System - Service Design | Social Impact | Human Centered Design | Food Waste
Timeline | Team
Jan ‘18 - Oct 18’
Individual
THE PROJECT
A generative research-driven project built on HCD principles to reduce fresh food surplus left to waste at the local Madiwala market. A systemic level intervention of connecting the market with the surrounding urban slums to create an incentive based, self-sustaining service model. A took-kit based solution that adapts to ecosystem changes and is independent of external support.
DESIGN PHILOSOPHY
I believe in generative research to determine next steps, through design rather than for design. My idea of participatory design follows that inclusivity doesn’t end at empathy. I practice building on the existing to create the bespoke as a smart workaround to existing issues. Creating shared value from interactions and acknowledging that every gathering defines the journey allows for flexibility in my process. Accepting the non-existence of the ‘perfect solution’ but delivering the most relevant expression has been one of many learnings. The need for open-ness to multiple tactics to a strategy has become of value from precious failures. In my opinion, the significance of testing multiple and early is underestimated but learning best takes the form of action. Taking that leap of faith that innovation lies ahead of the evidence curve is a bold but necessary part of the journey. All in all, this project has changed my outlook and position in terms of the value I bring to the table as a designer.
PROJECT POSITION
This project positions itself as a System-Service intervention built on participatory approaches resulting in generative research to lead the way | It lies in the transitioning and broadening from the current state of product design to the emerging future disciples of design, redefining the role of a designer, from design student to translator and facilitator. It represents the shift from expert-led to participatory, following research through design rather than for design. This project is an attempt to reduce uncooked food surplus at the local market stage of the farm to fork supply chain.
PROJECT NATURE & OUTCOMES
Participatory Design for Systemic Change | A heavy research-driven project using the HCD process, with a broader system - service level outcome provides design directions to further create subsystems within it. A list of identified pain-points and an Idea bank serve as a source of inspiration for further innovation. Along with this, case studies, design principles and a toolkit allow for this intervention to be replicated and scaled across other such markets. The same project without a HCD approach may have stifled the ability to flourish as a self sustained model. This project was set up to support flexibility in pursuing what made sense. An appendix contains the detailed research information collected through the course of this project. The project moved between phases of convergence & divergence with pivots marking important decisions in the journey.
THE PROBLEM
8 BBMP truckloads, approximating 64 tonnes of fresh produce finds itself in landfills as a result of fluctuations in demand & supply, nature of perishables, complications of long supply chains, weather implications, consumption biases, untimely sales, tech illiteracy clubbed with the challenges of selling in urban hotspots.
Case 1
“At least 100 kgs of Tomatoes go to waste every morning because of their soft nature.”
- Shridhar, Tomato agent.
Case 2
“I throw about 45 kgs of Cauliflower after sales everyday.”
- Gopal Nayak, Cauliflower seller.
Welcome to Dream Madiwala
RESEARCH PHASES
01. Foundation
Foundational research was the first stage in attempting to find the right problem to solve for, before solving the problem right. The idea was to collect stories and inspiration from people using HCD tools & methods. Using participatory design to go from a place of ‘not knowing’ to empirical evidence driven decision making. The approach was exploratory - diverging then converging. It doesn’t focus on a particular theme or topic, rather lets the pattern and information naturally emerge. It gave a non - linear, multi-dimensional, 360º view of the ecosystem.
0.2 Discovery
The discovery phase is the second phase of the design process. It covers a larger surface of enquiry yet deeper understanding of the realities. The intent of this phase is to build a strong case for design intervention.
The primary and secondary research came together to complete the research phase, mapping out the differentiating factors onto each other, influencing and broadening research scope.
This section intends to explore the several verticals around food wastage by studying the direct and indirect impacts of parallel systems at the front end and back end. This phase looks into the end - to end of the food chain, constantly switching lenses between macro and micro views. However, at its core it continues to voice the concerns of the Madiwala market. It helped understand the transitions from theory to paper, identify loopholes and uncertainties, research through layers of information to get to the root of the problem, understand existing systems, limitations and the differentiating factors and create a set of principles in line with the realities. The ‘waste management’ practices, behaviours, business models and market ethnography were the core areas of enquiry. It uncovered the reasons and stages of food waste from farm to landfill, impact of parallel markets and government initiatives, implications of e-commerce, insights into consumer behaviour and factual information about perishables. It ends with the refining and development of the final design brief.
Research Tools & Methods
Find all the research details in the Appendix.
Journey mapping & Ecosystem mapping
Fly on the Wall
Waking up with the city
Guided tours
Shop alongs
Value stream mapping
Cause diagrams
Social hubs
Co-design workshop
5W’s + H
Stakeholders mapping
Life cycle assessments
Interviews | Expert consultations
Social listening | Focussed groups
IDEATION PHASE
Research data collected was collated to form a deck of How Might We Statements, backed by 17 insights statements, each with its supporting primary & secondary data and visuals for context. Across 4 workshops, with market sellers, children of Madiwala, Designers and experts from the field of agriculture and waste management, we co-generated an idea bank of 153 ideas ranging from digital literacy to idenitity based behavioural changes.
WORKSHOP SERIES
The workshop was conducted at 3 locations -
(Madiwala market, Quicksand Design Studio and JAAGA community).
Co-creators shared their ideas on My Idea Cards. Using De Bono’s 6 Thinking Hats, Affinity Mapping and Dot voting, a structured way of documenting and preliminary testing of ideas was made possible.
PROTOTYPING PHASE
The direction taken was 1 of the 8 system - service concepts that naturally emerged from the collective ideation.
This concept was built into a storyboard and co-developed into a pilot with the Madiwala market and HSR urban slum community. Robin Hood Army aided in the implementation across the 4 Sunday Food Drives I had organized.
Tools, Methods and Resources
THE 4 STAGES
This document is divided into 5 large stages : Foundation | Discovery | Ideation | Prototyping & Testing | Solution & Handover
Each stage designed to provide 4 kinds of information on 2 levels. One that is specific to the local Madiwala context, and the other that is a higher, broader level insight. Here are some of the key activities in creating a self sustaining, foolproof, future-ready toolkit solution.
Focus on setting up
Defining design principles
Establishing a continuous feedback mechanism
Supports co-development through HCD processes
Enable the use of research methodologies & sense-making of qualitative data
Transitioning between convergence and divergence
Differentiating observations from insights
Transitioning from a designer to a facilitator
Executing pilots
Enabling granular handovers
THE PROCESS
A combination of both linear and non - linear processes, macro and micro level interventions, direct and indirect approaches of HCD were used toidentify and sense – make of data, opportunities and insights order to facilitate co-design activities and explore potential solutions, test and refine prototypes to arrive at what was best suited. While some factors remained constant, it was an iterative process with a moving target shifting focus as research progressed. With design principles laid out, a co-developed storyboard was executed as a pilot in the form a Sunday food drive - connecting the HSR urban slum with the Madiwala market.
THE SOLUTION
The pilot simply connected a place of surplus with one of deficit food i.e Madiwala with HSR and Ejipura slum. At all touch-points, the tangibles and intangibles of a system consisting of people, objects, technology, communication channels, artifacts, data recording, information, transport, distribution channels, identity, branding, credibility, transparency, ethics were considered and acccounted for in the design. Thus the solution as one that was culturally appropriated to fit the ethnic identity of two groups with different roles to play.
How might we maximise existing resources at the slum & market such that it creates a self-sustained zero waste system?
KEY CONSIDERATIONS
Create non-monetary based incentive system
Equal value exchanges at touchpoints
Fair distribution
Use existing collection & distribution resources
Prevent an attempt of resale
Keep volunteers incentivized
Minimize transportation cost
Align with disposal rituals to maximise quality and quantity of collection
Understand consumption behaviours & subjectivity of ‘edibility’.
Create a modular, scalable solution that is self-sustained .
Supporting this final solution Map ‘Prototype 4’ is a set of visuals that depict all activities, objects and interactions that are necessary at the front end and back end of this system, from pre-collection to post-collection, to ensure it’s a sustainable model.
Tools, Methods and Resources
Other Maps & Resources
A glimpse of the initial systems maps, some pre-evolved solutions, the idea bank and the toolkit.
The beauty in the solution.
The system addressed all the loopholes that could lead to a system fall. It ensures equal incentivization at every touchpoint, prior training at both ends of the chain, strategically sticks to value based exchanges, ensures discipline in collection routines, understands the motivations between system actors, community collection of a nominal fee to incentivise volunteers to steer away from any attempts at a second sale, creates distribution channels from existing resources, ensures protection of dignity through branding, creates trust & transparency through empowerment, leverages (WhatsApp audio) tech to reduce language barriers in recording data on WhatsApp to name a few.
The blueprints, idea bank & toolkit captures these necessary nuances in a package that can be executed by any individual or organization that supports this cause against food wastage.
MEASURED IMPACT
10 months
400+ kgs of carbon emissions eliminated
5 new localities
Incentive based, zero financial cost.
THE RESULTS
Results : Validated Learning accessible to all.
01| The document captures the 17 consolidated insights that arose from the several pain points identified, uncovering the key issues and the urgency to act. These larger design directions can be used to further create subsystems and services, products and policies supporting the cause.
02 | A set of How Might We Statement and an Idea pool covering a spectrum of ideas from speculative to most feasible.
03 | A case study with a specific solution set for the Madiwala market, as well as a toolkit to scale this solution across similarr markets.
04 | A roadmap for the future and the key takeaways from the overall experience of working in this area. A follow-up and evaluation through co-creation and feedback on the design tools, methods and process themselves that enable generative research could be carried out.
THE REFLECTIONS
The importance and power of HCD in attempting to solve wicked problems at a systemic level. The challenges and complexities involved in behaviour change.
Way forward: To establish this system service of market - slum by empowering the 2 parties, making them independent of any external support by continuing the pilot. Replicating the system - service in other similar setups. Enable any individual or Organization with the intent to reduce food waste by applying the project’s deliverables.
THE CHALLENGES
The inntent of using participatory approaches was to ensure that the project was driven by the users, for the users and with the users from start to end, based on their opinions, needs, fears and desires by involving them at every stage of the project. However, it came with its fair share of challenges.
This document also brings to light some of the challenges that surfaced from both a designer and a project standpoint. The bigger challenges arose from going that extra mile at the ground level for real testing, the limitations of working as a one man army, ensuring to reach expectations of all stakeholders, learning the process and implementing it on the go, crossing hurdles that arose from a cultural standpoint, creating a real world solution from an academic deliverable, navigating through the complexity and scale of the issue, synthesizing system-level quantities of data, uncovering complexities of behaviours, building credibility as an outsider, dealing with high levels of uncertinity and understanding the difference between an observation and an insight to name a few.
DEGREE PROJECT
Learnings & Process Document
Project Resources
Service Blue Print | Toolkit
Idea Bank | Appendix
Blog, Talks & Unconventionality
A talk about the complexity of reducing food waste at a systemic level with Grade 12 students at the Mallya Aditi International School, Bangalore.