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Service Design (MA)

Yipeng Wang

" Dairy Dream aims to break down the cognitive barrier between sustainable dairy farms and consumers, seeking a solution to attract consumers to understand the value of sustainable dairy and finally achieve our goal of creating conversations between farmers and consumers and helping farmers continue sustainable practices with financial and spiritual support. "


As sustainable dairy farm transformation is a complex and long-term process, dairy farmers are frustrated by the financial pressure of transformation, and the public does not understand and value their efforts. At the same time, many people still love dairy products but feel guilty and ashamed while consuming milk due to the negative information they get from social media.


Therefore, our goal is to enable the farmer and consumer sides to see each other better, establish a more transparent communication mechanism, and make consumers a part of the transformation of a sustainable Dairy industry and work towards a more sustainable future.


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Degree Details

School of DesignService Design (MA)RCA2023 at Battersea and Kensington

RCA Kensington, Stevens Building, Second and third floors

Yipeng's photo

Hi!

I'm Yipeng, good to see you:)


Direction

Product Design, Visual Design, Interaction Design, Sustainable Design, Social Innovation Design, User Experience and Media Operations.


Education

MA Service Design - Royal College of Art, London

Co-op Courses in the framework of the Specializing Master in Design for Kids & Toys, in partnership with Lovely Mind - Poli.Design, Milano

BA Product Design - Central Academy of Fine Arts, Beijing, China


2023 Accomplishments

London Design Biennale – Eureka

Grand Challenge Third place – Pollenwave

 

Project Description

Dairy is one of the most natural products in our daily life. They exist in our lives in various forms. However, it has always been a controversial topic on milk.

Behind a glass of milk, the dairy industry is much more complicated than you think. It creates over 3 million jobs and provides important nutrition to 6 billion people across the globe. Without cows, the balance of the natural biodiversity will be destroyed too.

Perhaps also seeing this irreplaceable role of the dairy industry, many governments, including the UK, have announced several policies, expecting dairy farmers to transform into sustainable farms while maintaining the capacity of dairy products within a limited time.

To find the answer, we started our dairy dream...

background
Interview & Visit
Sustainable Dairy Farm
insight
HMW
early concept

In our dairy dream, we hope to use sustainable coffee shops in the community as a touchpoint to provide people with a new choice of sustainable milk when they consume coffee daily. And through our innovative strategy, we can attract consumers to understand the value of sustainable dairy. Our goal is to create conversations between farmers and consumers and to help farmers continue sustainable practices on an economic and spiritual level.

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cover
conclusion
value proposition
design strategy
blueprint
business model
outcome
UI
UI
UI
prototype