Good Eggs Product Expansion

Project Length: 8 weeks 

Project Date: 2014 

Key Role: Project manager, researcher, storyteller, service designer  

Collaborators: Shawn Park

Goal: Using research methods, expand Good Eggs products

Deliverable: Research deck, video & key touch points

What we made.

Good Eggs is a start-up that provides users with an online local grocery store. Our solution is sister system to the Good Eggs grocery delivery service. Good Eggs Compost users endorse a vendor and then start collecting food and other compostable waste. Good Eggs then collects the compost bin. After a set amount of time collecting waste, users get a food product from the vendor they supported. Vendors are then rewarded by Good Eggs. This way users who like to use Good Eggs can support the community even more. Good Eggs can collect the compost and sell/give it to farmers. Since they will be entering the food waste market they will receive tax credits for creating compost.


Research: Insights & Frameworks 

We made this slide deck which allowed us to express all of our data in a visual way.

We conducted a full ethnographic design research study which included techniques such as interviews, participatory design activities, observation, immersion,competitor landscaping and journey mapping. Through our process, we found that there are several different types of food shoppers: people who prioritize money, people who prioritize quality and people prioritize convenience.



User Story:

We made this video which allowed us to show our full service concept simply. This video highlights all of the key touch points listed below.

We used video as a prototyping tool to test our service. We wanted to create a compelling story that will convey our concept to users and stakeholders. This video allows us to see the service holistically.




Key Touch Points: 

I made these slides which allowed me to highlight how the service would interact with the user through time.

As explained in the video, there are four main touch points throughout the service. The user is invited to the service during a recent Good Eggs order. The user then interacts with the system through the app, allowing them to chat with farmers and  see a countdown of how long it will be until they receive their reward. The app also gives them instructions about the compost bin and pick up process.  

How did we get there?


Interview summery: 

We made this slide deck which allowed us to summarize the large amount of data that we gathered while conducting user interviews.

This slide deck is a series of images, quotes and other information gathered during our interview process. We interviewed six participants who had a different amount of experience using Good Eggs.


Shop Along

I conducted a shop along which allowed me to see what using Good Eggs was like in the moment and get data about the experience in real time.

Maya, a Good Eggs customer, walked me through the Good Eggs website and then allowed me to come along as she went to pick up her groceries from Good Eggs. This was experience gave me meaningful insightful into a typical customer journey.  


Participatory Design Activities

We conducted these card sorting activities which allowed our team to see when Good Eggs was the best choice for specific occasions.

For this card sorting activity, we asked users to read a scenario and then decide where they would go grocery shopping to complete the scenario.

For example,  a user would pick a card reading "need to pick up a cake for your kid’s birthday party" and then place that card below the grocery store they would want to shop at. got a lot of useful qualitative data and found, for instance, that Good Eggs received the least number of occasions matched to it.


Research synthesis: post it notes

We clustered these post notes which allowed the team to synthesize data into insights, design principles and frameworks.

Throughout the whole project, we went back to clustering as a way to distill the information we got into more visual and useful information. This was an essential part of our design process.


Concept Validation: storyboards

We made these storyboards which allowed us to demonstrate concepts to users, get feedback and then plan out our final video.

We explored many ideas throughout these story boards, such as the following:

1. The Good Eggs ice cream man: imagine you are at the park and Good Eggs has a cart that can sell you whatever fresh produce you want.

2. A Good Eggs community garden

3. Good Eggs school cafeteria

Next Steps & Key Learnings

I would like to develop a more precise business model for the compost to make sure this service is sustainable. I want to prototype the app further and do user validation with vendors to further develop the system.