This document discusses promoting sustainable forest management and addressing deforestation issues. It focuses on interviews with three stakeholders - a cafe owner in Korea, a restaurant owner in Thailand with a small farm, and a cafe/bakery owner in Vancouver. The interviews aimed to understand their views on sustainability, urban farming challenges, and connecting deforestation to their businesses. Key findings show stakeholders find making urban farms challenging due to costs, space and time requirements. They also struggle to see direct connections between deforestation and their operations. The document proposes a website to educate stakeholders on urban farming and incentivize participating through a game for discounts on local food events.

1. Life on land
User insight
GOAL
promote the implementation of sustainable management of all types of forests, halt deforestation, restore
degraded forests and substantially increase afforestation and reforestation globally

2. Deforestation Issue
We focus on deforestation isseu as a big problem
that leads to other problems, such as extinction,
poverty, climate change, food crisis etcs.

3. Secondary research found agricultural
responsibility for 80% of deforestation

4. Urban Agricultural / Urban Farm
Focus on ‘Restaurant / Cafe owner’ as a stake holder
Urban farm is the practice of cultivating, processing,
and distributing food in or around urban areas.

5. Goal for interview
To understand opinions of restaurant owner in terms of urben farming
Research Question
● What is restaurant owner thoughts/ action toword to sustainability of environment
● To learn restaurant business and practice in terms of supply resources
● To learn predicted the key challenge for running restaurant , having urban-farming
Interview

6. User 1
Cafe Owner, located in
Korea.
She operated a salad
delivery service in her cafe.
She is not very interested in
environmental issues. She is
most concerned about the
money.
User 2
Restaurant and cafe Owner
Located in Bangkok,
Thailand
Her family own land and has
a small farm for restaurant
included lemongrass, basil,
lettuce and some fruit.
User 3
Cafe and Bakery Owner Located
in downtown Vancouver
He think its hard to connect
deforestation issue to running
business right away, but he’s
sure its connected in some way.
For environment in his cafe, he try
to promote in store cup by
charging for a to-go cup.
He thinks urban farming is very
challenging. You need to first
having space and time, you need
to actually know what you're
doing.
3 interviewees

7. Findings

8. Findings

9. Insights: Action Priority Matrix

10. Key Insights
High Impact + Hight effort
- Users think making urban farm needs a lot of time
- For people who doesn’t own land sapce is a big challenge for urban farming
- Cost is the important challenge for urban farm
- Urban farm might need spacific employee to take care
- Urban farms have other benefits besides environmental issues, such as space
utilization.

11. Key Insights
High Impact + Low effort
- Users are careless about the deforestation even though they have heard about it.
- Finding the connection between deforestation and business is difficult for owners here.
- Urban farm can be the way to control quality of resource
- Knowledge about urban farming is important for making farm

12. How Might We?
Action Priority Matrix
How might we help user to
access the knowedge for
making farm in order to
increse possibility of urban farm

13. Introduce
our Antony

14. Crazy 8

15. Crazy 8
Website
● To give knowledge about urban farming
● Make a community
● show the individual effect on deforestation
● Game for owners (Key Feature)
○ knowledge about urban farming
○ awards them some discount for food event
○ show them how they can make good impact when
they start to do urban farming
Event (food truck market that already exist)
● Offer rental (or other) discout for owner for that event

16. User Journey

17. Users play the
game and learn
about the urban
farming
Key Goal

18. Users play the
game and learn
about the urban
farming
Key Goal

19. Perpose of website
Home page Game Event
Community Urban farm About
What should we have?
deforestation
knowledge and how ot
connect to urban farm
Key Feature
a playing part
Information of event
which user want to
know
Give user opportunity
to reach urban farm
Inspire user to have
their own urban farm
by give knowledge

20. Lo-fi
feed back
Home page
- More interaction call to action
- More information about discount (put number on)
Game
- Check more event button
- add more detail
Event
- Search Bar
- Event filter to catagories
- Explain context of event page
Comunity
- Combine Community and Urban farm page togather
- Personalize
- Benefit in business detail for user
About
- More accessible to other pages

21. Mid-fidelity
&
Prototyping
FIGMA

22. Card Sorting

23. Card Sorting

24. Usebility
feed back
- User like the idea of website and might play game for fun
- User said whether she get discount or not she dos’t loose anything
- Structure of website is simple and understandable
- The game is easy to understand and sher played game like this
when she was young
- Think about advantage of user who already has farm or be part of
urban farm community
- User wonder if she leave the message in about page it will go
directly to our e-mail or it will show on the website
��
��
Restaurant and cafe Owner
who has own farm
in Thailand

25. Usebility
feed back
- easy to follow the flow on event, community, about page
- add some comment about how important to put accurate email,
our statement for game on game page
- add more page for who get failed on game
- make sure for users how to get discount
- add 'play game' button beside of ‘go to the site’ as well to lead to
have more accessible for game on event page
��
��
uxui designer in Korean

26. High fidelity

27. Mid fidelity

28. High fidelity

29. removed the box since it
is information to give the
infromation of scrolling
down not a button.
Add more information
and title in infographics
Make sure color divided
to display clearly

30. Added game
description.
Use diagrams
showing the
steps.

31. Testing goal
If users can find, website is
understandable for key features
and easy enough to use

32. Testing tool
○ Features
○ Easy to use

33. User Feedback
User 1
- Website is easy to
understand
- Key feature in each page
is clearly understood
- she likes color contrast in
website (Green-Orenge)
- In Game page she needs
to know clearly how to play
game if she has one chance
to play
User 2
- Infographics on the
website are good to attract
attention
- It was difficult to under-
stand the rules of game
before starting it
- I looked at the community
page before I started the
game first, so I didn't
understand what urban farm
is
User 3
- like the infographic on the
Home page. Easy to read
an information.
- In Community page, the
user would like to know
more benefits about joining
in the community.

34. Figma File

35. We added section ‘Partnership’s story’
to motivate users both farm and
restaurant to be partner
Banner call to action for user to go
game page

36. Banner call to action for user to go game page

37. We added section ‘Partnership’s story’
to motivate users both farm and
restaurant to be partner

38. Thank you :D