Ekoland
Innovation
Brand Identity
Website
Time: 69h
In this fictional project, we were tasked with redesigning Samsung's smart fridge UI. The original design had received a lot of criticism for its user-friendliness, and that's where we came in. I spent a lot of time on research, which led to a really strong brand and some interesting insights about the importance of considering where the product will be used.
Link to figma file
Background
The United Nations’ Global Goal number 12, specifically target 12.8, emphasizes the need to "increase public awareness of sustainable lifestyles: By 2030, ensure that people everywhere have the information and awareness needed for sustainable development and lifestyles in harmony with nature."
Clear and accessible information, including eco-labeling, consumer information services, product information in stores, and web-based information, enables consumers and other actors to make responsible and sustainable choices of products and services and to transition to more sustainable lifestyles.
Digital shopping via e-commerce has been a growing trend in Sweden, with food and grocery shopping currently accounting for 33% of all purchases. For the target demographic of 25–39 years, this figure is even higher at 44%.
Often, we purchase too much food, leading to increased waste. Additionally, we need to increase the proportion of plant-based foods in our diet to promote a more sustainable lifestyle.
Samsung’s refrigerator with a digital display has received significant criticism for its poor design and user experience. This project aims to address these issues by redesigning the UI to enhance usability and promote sustainable living practices.
Clear and accessible information, including eco-labeling, consumer information services, product information in stores, and web-based information, enables consumers and other actors to make responsible and sustainable choices of products and services and to transition to more sustainable lifestyles.
Digital shopping via e-commerce has been a growing trend in Sweden, with food and grocery shopping currently accounting for 33% of all purchases. For the target demographic of 25–39 years, this figure is even higher at 44%.
Often, we purchase too much food, leading to increased waste. Additionally, we need to increase the proportion of plant-based foods in our diet to promote a more sustainable lifestyle.
Samsung’s refrigerator with a digital display has received significant criticism for its poor design and user experience. This project aims to address these issues by redesigning the UI to enhance usability and promote sustainable living practices.
Solution
The first step was to tackle the redesign of Samsung's UI. I began by examining their One UI and then assessed which elements should be retained and what functionalities users would need on their fridge. This research was conducted with the help of ChatGPT, gathering information on Samsung’s current screens. The design I chose is inspired by Samsung's tablets to provide better cohesion across their ecosystem and give users a sense of familiarity.
For Ekoland, a "farm-to-table" company, I opted for a minimalist color palette to reflect their close connection to customers and producers. The combination of a simple aesthetic with highly technical AI functions creates a user-friendly and homely feel.
The homepage design features a welcoming banner introducing Ekoland and its philosophy, along with a prominent call-to-action button for the "Deal of the Week." The product display is clean and organized, with clear pricing and "Add to cart" buttons for easy shopping. Different product categories such as vegetables, dry goods, store goods, and protein are highlighted for convenient browsing.
An informative section on the benefits of choosing seasonal food encourages sustainable living and informed consumer choices, with a link to read the entire article. The shopping process is clearly outlined with icons and steps guiding users from choosing products to booking delivery and receiving their orders.
A dedicated section introduces the producers, adding a personal touch and emphasizing the farm-to-table concept. Producers are featured with brief descriptions. A customer review section is included to build trust and provide social proof.
The footer includes navigation links for Ekoland, fun stuff, and social media, ensuring easy access to various parts of the website. Social media links for Facebook and Instagram are provided to engage with users across platforms.
The logo I designed for Ekoland is intentionally asymmetrical to give it a handcrafted look, emphasizing natural and local qualities. I extracted the "D" and "O" from the logo to use as background elements on the website and in mockups, tying all the elements together cohesively.
For Ekoland, a "farm-to-table" company, I opted for a minimalist color palette to reflect their close connection to customers and producers. The combination of a simple aesthetic with highly technical AI functions creates a user-friendly and homely feel.
The homepage design features a welcoming banner introducing Ekoland and its philosophy, along with a prominent call-to-action button for the "Deal of the Week." The product display is clean and organized, with clear pricing and "Add to cart" buttons for easy shopping. Different product categories such as vegetables, dry goods, store goods, and protein are highlighted for convenient browsing.
An informative section on the benefits of choosing seasonal food encourages sustainable living and informed consumer choices, with a link to read the entire article. The shopping process is clearly outlined with icons and steps guiding users from choosing products to booking delivery and receiving their orders.
A dedicated section introduces the producers, adding a personal touch and emphasizing the farm-to-table concept. Producers are featured with brief descriptions. A customer review section is included to build trust and provide social proof.
The footer includes navigation links for Ekoland, fun stuff, and social media, ensuring easy access to various parts of the website. Social media links for Facebook and Instagram are provided to engage with users across platforms.
The logo I designed for Ekoland is intentionally asymmetrical to give it a handcrafted look, emphasizing natural and local qualities. I extracted the "D" and "O" from the logo to use as background elements on the website and in mockups, tying all the elements together cohesively.
Insight
From this project, I've learned the crucial importance of conducting thorough research at the start to fully understand both the client and the user. While many aspects of this project were successful, there are several changes I would make if I were to revisit it today.
For instance, Ekoland, which I initially designed to be accessible across multiple platforms, would now be focused on a dedicated app design. I would place greater emphasis on the context in which it would be used. This would involve incorporating larger buttons for easier navigation and removing certain features, such as the "blog" section, which, while important to the user, might not be necessary on a fridge screen. Instead, a companion phone app linked to the fridge, allowing users to confirm purchases suggested by the fridge's AI assistant, would be more practical and user-friendly.
For instance, Ekoland, which I initially designed to be accessible across multiple platforms, would now be focused on a dedicated app design. I would place greater emphasis on the context in which it would be used. This would involve incorporating larger buttons for easier navigation and removing certain features, such as the "blog" section, which, while important to the user, might not be necessary on a fridge screen. Instead, a companion phone app linked to the fridge, allowing users to confirm purchases suggested by the fridge's AI assistant, would be more practical and user-friendly.