UX/UI · E-Commerce · Solution Solving · Branding
OUTTHERE SELTZERS
OutThere Seltzers is set against the real-world problem of food security of rejected produce waste from Supermarkets — how might we reduce food waste by transforming retailer-rejected fruit and vegetables into a premium, sustainable seltzer? Using a lean, human-centred design approach, the outcome is a fully responsive Figma prototype and brand identity designed for both desktop and mobile, showcasing that out-there produce is the new Imperfects, Perfect.
Problem Statement
How might we decrease produce waste by upcycling retailer-rejected fruit and vegetables into a more viable and sustainable product?
Research & Insights
Many companies and services are targeted towards environmental waste such as Wonky Box, The Odd Bunch, and Served. But other brands have taken another approach — making a new product out of "imperfect produce" rejected by retailers, such as fruit jams, alcoholic beverages, smoothies, or restaurants that use imperfect produce whilst keeping their menu prices high. This shows that imperfect fruits and vegetables are not associated with freshness and quality, and can be produced into a high quality product.
User Personas
Two key personas were developed to guide design decisions throughout the project.
User Journey Map
Mapping the end-to-end experience helped identify key pain points and opportunities across the customer lifecycle.
Ideation
Logo exploration, packaging concepts, and brand direction were developed through rapid ideation and iteration.
Hi-Fi Mockups
High-fidelity screens were produced in Figma for both desktop and mobile, covering the full e-commerce flow from landing page through to checkout.
Final Outcome
The final deliverable is a fully branded, responsive Figma prototype demonstrating the complete OutThere Seltzers e-commerce experience.
