Bloom Market provides easily accessible and nutritious food to communities via a network of mobile, autonomous vehicles, a partnering mobile app, and a unique packaging system.
Timeline
3/27/18 - 5/31/18
Role
UX Research, UX Design, Content Strategy, Visual Design
Deliverables
The Problem
Too many Americans lack meaningful access to fresh, healthy food close to their homes and neighborhoods.
Current Landscape: Food Deserts
Food deserts are low-income areas that have limited access to affordable and nutritious food.
An estimated 54.4 million people in the U.S. live in tracts that are low-income and low access and are more than a mile from the nearest supermarket.
West Savannah is categorized as a food desert, with the nearest grocery store being more than two miles away.
Via Food Access Research Atlas, by USDA
Research
Survey
Our primary research began with examining people’s habits and opinions on shopping organically and locally. We wanted to understand what affected people’s decisions when grocery shopping and the environmental factors that caused them to shop at specific stores or buy certain products. The results showed that price was overwhelmingly the biggest factor when buying food, especially for families where time played a large role in planning meals.
Interviews
We were able to interview a number of local farmers and organizers within Savannah that provided great insight into the policies and processes that are involved with getting more nutritious, locally-sourced food to communities. They proved that policy action, personal attention, and a demand for healthy food are the most vital tools in ensuring access to nutritious food for communities.
Research Insights
Government policies make healthy choices more difficult.
The West Savannah community has become disconnected as a result of low visibility, historic disenfranchisement, and stereotypical narratives.
There exists a community demand for fresh, healthy food.
Some businesses take advantage of marginalized communities.
The Solution
1 Bloom Truck
Bloom Market reimagines grocery shopping by implementing Level 5 Autonomous Driving vehicles, optimized wayfinding, and predictive supply and distribution systems. It was important to preserve the independence attached to the shopping experience and make sure the technology is presented in an inviting and pleasant form.
The Bloom Truck brings food from local farms to community members in West Savannah who can track the truck’s route and reserve produce. Produce is stored in the truck and is accessible in-person throughout West Savannah neighborhoods.
2 Bloom Market App
Interested customers can purchase the produce available on vending vehicles through an app available for both iOS and Android. If you don’t see something you’re looking for today, you can always reserve produce you’d like for delivery later.
3 Imagery & Packaging
Bloom Market’s branding features a consistent identity system across all products. A motif was designed based off the map of Savannah that solidifies Bloom Market’s connection to the city. Packages for produce feature the city motif and logo with color variations respective to product types.
