A Landing page
for a QR code
food
tracker
UX/UI Case study for Marel, a food
processing software company
Brief
To design something that allowed end users to
find out more about their produce and make the
most out of the software Marel provides
Insight
No access to software or company knowledge
Needs to something be I can design without
access but still needs to be relevant
Resources
I don’t have access to test on directly relevant
customers
Timescale limits how much testing can be used
Challenges
Timescale
Only 2 days to create a case study
Needs to be quick and demonstrate work process
Design Goals
Design What?
Create a QR scanner landing page to show the consumer
information about the produce the are buying
How should it be?
Easy to use
Quickly accessible
Expandable info
Simple interface
User Interviews Goals
Who wants this information and what they will do with it.
End user?
Restaurants?
Supermarkets?
User Research
What would they want to know exactly?
To define what criteria
the landing page needs
to meet we need to
understand who will use
it and why
Where is it from?
When was it produced?
Where it was prepared?
How did it travel?
CO2 emission?
How long it was in places?
What companies dealt with it
Info about the companies
Explanations about technical - eg how CO is calculated
How the information will be obtained
Will it be a phone scanning it?
Will it be a website that is visited?
What the user would do with this information
Would it effect their decision to buy?
Would they not buy if they didn’t know the traceability?
Would it be printed?
When would they need the info?
Hypothesis
I think that as a general consumer the majority of users will not use this information.
Customers who are environmentally aware, health
conscious or small business owners who are interested in
or have reputation that depend on food standards will be
most interested in this feature.
User Stories
User Story 1
User Story 2
User Story 3
As a user I want to be able
to check how much Co2 has
been emitted in the
production and transport of
my produce to put my mind
at ease
As a user I want to be able
to check the source of food
so I can be sure it is safe
As a user I want to be able
to check how far my
produce has travelled so I
can try and support local
producers
Personas
Characteristics
Meticulous, detail orientated, fit,
environmentally aware.
Job
Caroline is a mid level accountant at
a local firm
Characteristics
Driven, business conscious,
organised, environmentally aware
Personas
Yoga Mum
Job
Brian is a chef and business owner
at a local restaurant/takeaway
The Chef
2 kids
Married
Outgoing
University degree
Motivation
For business, ensuring product
safety and quality
Needs
Trace goods origin to increase
accountability
Co2 emission from production and
transport
Check how old the food is
Frustrations
Not knowing the full origin of the
goods unless they are locally
sourced.
1 kid
Married
Outgoing
University degree
Motivation
Likes to keep fit and is conscious of
what goes in her body
Needs
Trace goods origin to for health of
mind
Check how fresh the food is
Co2 emissions for environmental
concerns
Frustrations
Not knowing the origins of super
market produce and how old it
actually is.
Low fidelity
store.google.com
Logo
store.google.com
23rd June 2023
This beef came from :
Food Tracker
Here you can track and see where
your food has come from, how it
travelled and who handled it.
Jelling, Denmark
Hopballe Molle
Slaughtered on :
Packed on :
Shipped on :
Co2 Emissions
23rd June 2023
23rd June 2023
23rd June 2023
23rd June 2023
23rd June 2023
Get started
Transported by DSV Vejle
24rd June 2023
QR Code is scanned on the
packaging of the produce
Prepared by Jensens Slagteri
23rd June 2023
User is taken through to a
landing page explaining the
principle of what they will
see
25th June 2023
User can scroll down or click
“Get Started” to reveal
expandable tabs
User Testing
Users were
tested on the
Task 1
Task 2
Task 3
Finding where DSV
When was the
How much Co2 was
Aarhus is located
produce packed?
emitted from
Hoppeballe Molle to
Jensens Slagteri?
Start
following tasks
Start
Start
Scan QR code
Scan QR code
Scan QR code
Locate Log with
Locate Log with
DSV Aarhus
packing
Locate Log
correct Journey
Press location
Find info
button
Find info
Finish
Finish
Finish
Test Results
Task 1
Task 2
Task 3
9
9
10
The design proved
to be over all
good and users
found it easy to
complete the
tasks in hand
View Prototype
Completed easily
Completed with some confussion
Failed
High Fidelity
store.google.com
store.google.com
store.google.com
23rd June 2023
23rd June 2023
This beef came from Hoppeballe
This beef came from
:
Molle in Jelling, Denmark
Jelling, Denmark
Food
Tracker
Hopballe Molle
23rd June 2023
Transported by DSV Vejle
Slaughtered on
Here you can track and see where
Packed on :
your food has come from, how it
Shipped on
travelled and who handled it.
:
Co2 Emissions
24rd June 2023
:
23rd June 2023
23rd June 2023
23rd June 2023
23rd June 2023
Prepared by Jensens Slagteri
23rd June 2023
Get started
25th June 2023
Transported by DSV
Transported by DSV Vejle
Aarhus
24rd June 2023
26th June 2023
Prepared by Jensens Slagteri
Packaged by Dave’s Pakhus
25th June 2023
23rd June 2023
Landing page
Scrolled
Tab open
After scanning the QR code you
When you scroll down the page
The Tabs open to reveal more
land here
the info is displayed or you can
information
press “Get Started”
Thank you for taking the time to view my
View Prototype
work. I hope it demonstrates my skills for
the job and that you find my work
interesting
Future work
A
store.google.com
B
Trace where your food has come from,
who made, who shipped it and much
store.google.com
more
23rd June 2023
From Hedegaard
Farm Denmark
23rd June 2023
Transported by
DSV Vejle
24th June 2023
Slaughtered by
Jensens Slagteri
25th June 2023
Transported by
DSV Aarhus
26th June 2023
Packaged by Dave’s
Pakhus
Prepared by Jensens Slagteri
26th June 2023
Transported by
DSV Aarhus
25th June 2023
26th June 2023
Distributed by
Salling group
27th June 2023
Transported by
DSV Aarhus
27th June 2023
On sale in Netto
23rd June 2023
This beef came from Hedegaard
Farm in Vejle, Denmark
23rd June 2023
Transported by DSV Vejle
24rd June 2023
Transported by DSV Aarhus
26th June 2023
Packaged by Dave’s Pakhus
Holsterbro
Whilst the landing
page proved
successful it would
be useful to test
other designs as
well as parts of the
existing. Doing A/
B testing will get
an idea of which
format is preferred