UW + Core77

Seattle, WA

Won Core77’s Social Impact Award ‘24 for designing a service that addresses food waste, climate-smart agriculture, and environmental stewardship for small- and mid-sized growers and everyday consumers. The study combined literature reviews, field research, interviews, and surveys with interdisciplinary co-design sessions and concept testing through narrative prototypes.

CHALLENGE

Modern food systems are heavily commodified, leading to a disconnect between consumers and the origins of their food. This detachment contributes to excessive food waste, diminished biodiversity, and a lack of appreciation for agricultural heritage. The challenge was to design a service that bridges this gap, fostering a deeper connection between people, their food, and the environment.

Research METHODS

  • Literature Review

    Analyzed scientific articles, market reports, and news publications to grasp current challenges in food and farming systems.

  • SME Interviews

    Engaged with farmers, distributors, and environmentalists to gather diverse perspectives.

  • Contextual Inquiry

    Observed and interacted with individuals involved in various aspects of food production and consumption.

  • Surveys

    Collected data on consumer behaviors and perceptions regarding food sources.

  • Co-Design Sessions

    Collaborated with stakeholders to ideate and refine service concepts.

KEY FINDINGS

  • The food system prioritizes uniformity and perfection, neglecting diversity and heritage.

  • Consumers often lack awareness of where their food comes from and its environmental impact.

  • Misaligned perceptions and lack of knowledge contribute to significant food wastage.

  • Current practices undermine soil vitality and reduce plant variety.

  • Traditional farming knowledge and heirloom seeds are at risk of being lost.

Service Design Deliverables

  • Journey Maps

    Visualized the end-to-end experience of growers, identifying touchpoints and potential pain points.

  • Service Blueprints

    Detailed the operational aspects of Radicle, aligning front-stage interactions with back-stage processes.

  • Ecosystem Maps

    Mapped relationships between stakeholders, including farmers, consumers, researchers, and environmental organizations.

  • Prototypes

    Developed and tested physical seed kits and digital interfaces to refine user interactions.

Solution: Radicle

Radicle is a seed-sharing service designed to reconnect individuals with the origins of their food, promoting environmental stewardship and cultural appreciation.

Service Components

Curated Seed Kits: Seasonal collections of rare, heirloom, and endangered seeds, tailored to the grower's climate zone.

Storytelling: Each seed comes with narratives highlighting its cultural significance and growth journey.

Community Engagement: A platform for growers to share experiences, tips, and successes, fostering a supportive network.

Seed Return Program: Encourages participants to return a portion of their harvest, promoting sustainability and biodiversity.

Genetic Mapping: Returned seeds undergo gene sequencing to track adaptations, aiding in climate resilience research.

IMPACT

Recognition: Awarded the 2024 Core77 Design for Social Impact

Community Building: Fostered a network of environmentally conscious growers and consumers.

Educational Outreach: Increased awareness of sustainable farming practices and the importance of biodiversity.

Cultural Preservation: Helped preserve agricultural heritage through the promotion of heirloom seeds.