How might we inform and empower consumers to understand their role and impact in our food system?

Union of Concerned Scientists

Our food system is complex and broken. The challenge for us in this project was to discover ways to not only inform consumers about how the choices they make contribute to the system, but find ways to empower them to feel empowered and take action. With the team at the Union of Concerned Scientists we asked, “What if we use the everyday experience of grocery shopping as a way to create context and inform consumers about our food system?” We designed and created a digital platform that replicated the online shopping experience to present consumers with information and how their decisions impact not only food, but also workers and marginalized communities.

What We Did

User Research

Wireframing and Design Direction


We started the project by working with the Union of Concerned Scientists to deep our understanding and analysis of the food system and how it impacts communities. Through a series of workshops, we developed a working framework that informed our design direction and how this feature should work.

Wireframing and Design Direction

After our collaborative research phase, we started looking at other successful projects like this one and started wireframing. By developing journey maps and wireframes, we deepened our understanding of expectations of consumers. We also developed concepts to establish the overall style and design language to test and complete the designs.

There were a few constraints to this project:

  1. It had to contain room for a large amount of information but also look simple and intuitive.
  2. It had to be mobile first.
  3. It had to fit within the Union’s website and existing brand guidelines.

Our team worked collaboratively with the Union’s tech, marketing, and research team to launch this project.