How to raise awareness about eating habits and plastic consumption among Chinese people through the leading food delivery app?
CLIENT Ele.me
ROLE UX/UI
SOFTWARE Sketch, Miro
DURATION October 2019 – January 2020
Project designed at Blank Group.
Table of contents
Context / Brief
This project is still under writing, it will be done soon!
Ele.me is the current Chinese leader in term of food delivery. Founded in 2008 by Mark Zhang and Jack Kang at the Jiao Tong University, they are now bigger than ever.
Èle me? Which roughly means “Hungry now?” is now present in more than 2000+ cities across China, with more than 1.3 millions joining shops, 15 000+ staff and more than 9 million daily orders for 3 million+ riders.
As you probably understood, they are big, an example of success even. But that much daily orders have consequences.
Indeed China’s obesity rate tripled in the last 10 years, over 20% in the main cities across the country.
The access to food is one thing that grabbed my attention when I first arrived in China. Doesn’t matter where you are and what time of the day/night it is, you can get yourself some food. Take out or delivery, you name the food you can get it delivered. Most of the time pretty quickly and cheap.
So yes, it’s not a surprise that the current generation has an obesity issue. People are working long hours, when they get home most of the time they don’t have energy left to actually cook, so they get something delivered. And you are a few clicks away from nice greasy good in front of your door in 30min, hard to refuse.
All those deliveries also have an other attention noteworthy consequence, it leaves a lot (and I mean A LOT) of plastic. China’s food delivery market alone consumes nearly 100 million take-out plastic boxes per day.
The Blue Planet Project by Ele.me has saved more than 16 million single-use utensils in just half a year by providing a “no utensils” option on their app. The Blue Planet Restaurant Standard has encouraged restaurants to avoid overpackaging and use biodegradable plastics or other greener materials.
It is a great start, but change also has to come from the users and their habits.
How might we raise awareness about eating habits and plastic consumption among Chinese people through the leading food delivery app?
Research
Cumque pertinacius ut legum gnarus accusatorem flagitaret atque sollemnia, doctus id Caesar libertatemque superbiam ratus tamquam obtrectatorem audacem excarnificari praecepit, qui ita evisceratus ut cruciatibus membra deessent, inplorans caelo iustitiam, torvum renidens fundato pectore mansit inmobilis nec se incusare nec quemquam alium passus et tandem nec confessus nec confutatus cum abiecto consorte poenali est morte multatus. et ducebatur intrepidus temporum iniquitati insultans, imitatus Zenonem illum veterem Stoicum qui ut mentiretur quaedam laceratus diutius, avulsam sedibus linguam suam cum cruento sputamine in oculos interrogantis Cyprii regis inpegit.
Quod cum ita sit, paucae domus studiorum seriis cultibus antea celebratae nunc ludibriis ignaviae torpentis exundant, vocali sonu, perflabili tinnitu fidium resultantes. denique pro philosopho cantor et in locum oratoris doctor artium ludicrarum accitur et bybliothecis sepulcrorum ritu in perpetuum clausis organa fabricantur hydraulica, et lyrae ad speciem carpentorum ingentes tibiaeque et histrionici gestus instrumenta non levia.
Cum autem commodis intervallata temporibus convivia longa et noxia coeperint apparari vel distributio sollemnium sportularum, anxia deliberatione tractatur an exceptis his quibus vicissitudo debetur, peregrinum invitari conveniet, et si digesto plene consilio id placuerit fieri, is adhibetur qui pro domibus excubat aurigarum aut artem tesserariam profitetur aut secretiora quaedam se nosse confingit.
Hac ita persuasione reducti intra moenia bellatores obseratis undique portarum aditibus, propugnaculis insistebant et pinnis, congesta undique saxa telaque habentes in promptu, ut si quis se proripuisset interius, multitudine missilium sterneretur et lapidum.
Principium autem unde latius se funditabat, emersit ex negotio tali. Chilo ex vicario et coniux eius Maxima nomine, questi apud Olybrium ea tempestate urbi praefectum, vitamque suam venenis petitam adseverantes inpetrarunt ut hi, quos suspectati sunt, ilico rapti conpingerentur in vincula, organarius Sericus et Asbolius palaestrita et aruspex Campensis.
Et prima post Osdroenam quam, ut dictum est, ab hac descriptione discrevimus, Commagena, nunc Euphratensis, clementer adsurgit, Hierapoli, vetere Nino et Samosata civitatibus amplis inlustris.
Concept
Cumque pertinacius ut legum gnarus accusatorem flagitaret atque sollemnia, doctus id Caesar libertatemque superbiam ratus tamquam obtrectatorem audacem excarnificari praecepit, qui ita evisceratus ut cruciatibus membra deessent, inplorans caelo iustitiam, torvum renidens fundato pectore mansit inmobilis nec se incusare nec quemquam alium passus et tandem nec confessus nec confutatus cum abiecto consorte poenali est morte multatus. et ducebatur intrepidus temporum iniquitati insultans, imitatus Zenonem illum veterem Stoicum qui ut mentiretur quaedam laceratus diutius, avulsam sedibus linguam suam cum cruento sputamine in oculos interrogantis Cyprii regis inpegit.
Quod cum ita sit, paucae domus studiorum seriis cultibus antea celebratae nunc ludibriis ignaviae torpentis exundant, vocali sonu, perflabili tinnitu fidium resultantes. denique pro philosopho cantor et in locum oratoris doctor artium ludicrarum accitur et bybliothecis sepulcrorum ritu in perpetuum clausis organa fabricantur hydraulica, et lyrae ad speciem carpentorum ingentes tibiaeque et histrionici gestus instrumenta non levia.
Cum autem commodis intervallata temporibus convivia longa et noxia coeperint apparari vel distributio sollemnium sportularum, anxia deliberatione tractatur an exceptis his quibus vicissitudo debetur, peregrinum invitari conveniet, et si digesto plene consilio id placuerit fieri, is adhibetur qui pro domibus excubat aurigarum aut artem tesserariam profitetur aut secretiora quaedam se nosse confingit.
Hac ita persuasione reducti intra moenia bellatores obseratis undique portarum aditibus, propugnaculis insistebant et pinnis, congesta undique saxa telaque habentes in promptu, ut si quis se proripuisset interius, multitudine missilium sterneretur et lapidum.
Principium autem unde latius se funditabat, emersit ex negotio tali. Chilo ex vicario et coniux eius Maxima nomine, questi apud Olybrium ea tempestate urbi praefectum, vitamque suam venenis petitam adseverantes inpetrarunt ut hi, quos suspectati sunt, ilico rapti conpingerentur in vincula, organarius Sericus et Asbolius palaestrita et aruspex Campensis.
Et prima post Osdroenam quam, ut dictum est, ab hac descriptione discrevimus, Commagena, nunc Euphratensis, clementer adsurgit, Hierapoli, vetere Nino et Samosata civitatibus amplis inlustris.