An e-commerce service design that directly links both urban consumers and rural dairy farmers in Beijing in a form of online shopping website. This project demonstrates my visual design skills based on commercial analysis.
I interviewed a market expert who revealed the current status of China's milk production being monopolized by large companies and the negative impact of this monopoly.
At present, the development prospects of China's dairy industry are great. But almost all dairy production is monopolized by giant companies. Therefore, from a market perspective, dairy farmers are a relatively vulnerable group. Their income is limited. If this situation does not improve, it is very likely that the competitiveness of domes“tic dairy products will decline.
---- Wang Kun, Professor, Agricultural Unviersity of China
Problem 1: Large companies promote individual grazing patterns, so the demand for dairy cows increases rapidly in a short period of time
Cause: Cow prices is rising
Problem 2: Need to rely on imports because of insufficient domestic production
Cause: Fodder price is increasing
Problem 3: Dairy farmers have weak bargaining power
Cause: Large companies pay low prices to dairy farmers
Problem 4: Dairy farmers are reluctant to change cows regularly, because of high cost
Cause: Low milk quality
Problem 5: Dairy product safety testing organizations are supported by large dairy companies
Cause: These organizations lack credibility
In order to further understand the development of the dairy industry in Beijing, I conducted a field research to a local milk factory near Beijing.
I conducted a focus group among my college classmates to explore the characteristics of dairy consumption in urban residents.
I then conducted more detailed one-on-one interviews to try to summarize the needs of herders and consumers.
Cloudfarm is an e-commerce service design that directly links both urban consumers and rural dairy farmers in Beijing. The aim is to solve the current contradiction between the high demand for milk among young citizens and the management difficulties among ranchers: to make it easy for consumers living in the city to have access to high-quality dairy and cow-raising experiences; meanwhile, to help dairy farmers increase their income levels and improve their business diversity.
After defining the product, I followed user-centred design method to start fast prototyping process.