JUNE-DEC 2021

Farm to Fork

Scope: How does meat get made in a lab? What's the science behind plant-based proteins like the Impossible Burger? The goal of this project was to illuminate how alternative proteins get made, for investors to connect with companies in the space.

Design impact: The interactive visualization was featured in The Good Food Conference '2021. Alternative protein icons were added to Foodicons.

Contributions & Team: I worked on the resesarch, interaction and content design. Emily VanderMey worked on designs and illustrations.

Investors' Needs

I interviewed 40+ investors to understand their core needs, which are currently met, because GFI's existing visuals are difficult to comprehend. I learnt that the intricacies of the alternative protein industry, with its intricate scientific processes and innovative breakthroughs, demand a unique level of clarity and precision in communication.

Information Architecture

I set the groundwork for effective design and development by outlining the important steps in the alternative protein supply chain. This helps investors understand the landscape and make better business and financial decisions.

Jobs to be done

1. When investors land on GFI's website, they want to see the products and processes and companies in the alternative protein industry so they can make wiser investment decisions. 
2. In the more detailed view, they want to access GFI's resources so they can read more about the individual step.

Reflections

On the importance of iconography: I recognized that mere words could sometimes fall short in conveying complex ideas, especially when striving for clarity and comprehension. Creating visual represenations for scientific concepts was the most challenging part of this project.

Future work: Given the luxury time, I would eagerly embrace the chance to delve further into the realm of user testing to improve usability of the designs, and ensure that the final product meets the needs and expectations of investors.