Untitled

### Introducing — 🕹️ Joystick... the Design System I made for [Butn](http://butn.co).

This is a 3-snapshot look into a design system I built that had two novel interventions:

1. Creating a new design system covering all product flows, but with the added functionality of also housing 3 generations of those designs - Live, 1.0 and 2.0.

2. Utilising the Design System as a high fidelity prototyping playground for teams both in and outside of the design team.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F8f1f50f6-7b73-4a58-bc99-225ec38dc41e.png?alt=media&token=544ce896-f18b-40fb-9006-926dce2b5600","id":"8f1f50f6-7b73-4a58-bc99-225ec38dc41e","width":1077,"height":636,"filename":"Thumbnail4.png","type":"image/png","caption":"","border":false}]}
```

**Why?** —

During the early phases of an idea, the ability to take set of diverse team members into a realistic environment and work together on it, means you can proactively combat many sticky problems earlier on.

Having current & hi-fidelity screens ready to go on day 1, allows people to express concerns, unseen opportunities and their unique expertises more efficiently. Furthermore this also helps set realistic expectations, if we were to push forward on a given idea. This is where core insights like dev investment or realistic number of initial users, can drastically change or define the scope & implementation.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2Fb7e0084c-b064-4a60-b292-2d750280f7d7.mp4?alt=media&token=b16891e1-0a75-4e5c-9cff-52eda70d750d","id":"b7e0084c-b064-4a60-b292-2d750280f7d7","width":1280,"height":398,"filename":"Looped Pipeline Update.mp4","type":"video/mp4","caption":"Click to Expand","border":false}]}
```

The team can now consciously decide how much to invest among current and future priorities or if too move ahead at all. At this stage the power of transitional design systems come into play, allowing for a new flexibility in delivering the ideas alongside improvements.

**TLDR: how did it go?**\
It halved the amount of meetings during ideation and did so with better feedback specificity, however the real win was eliminating as much product development regression as possible. Faster iterations & confident sign-offs meant more efficient use of everyone's time as well as also improved team morale.

For the specific strategies used, continue reading.

---

## The Mission

> How might we reshape the pipeline toward meaningful product improvements, scoped in digestible formats that can thrive within a fast paced & resource short start-up environment.

---

## Snapshot 01 — Good Groundwork... Works.

Transitioning away from a pivot heavy mindset, Butn began to focus on optimising successful flows to better serve existing clients with only minor tweaks toward new partners.  Shifts like this are really important to look out for but often hard to spot as it usually happens slowly over time.

For Butn, this meant the design development, documentation and delivery pipeline, which was previously very pivot friendly, would benefit from a shifted focus toward optimisation & long term refinement.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F336462fb-e007-4d14-b655-eeca042fd082.jpg?alt=media&token=043a4720-8ca4-4608-b4dd-807ddcf0ad83","id":"336462fb-e007-4d14-b655-eeca042fd082","width":1718,"height":1291,"filename":"Rebranded Butn.jpg","type":"image/jpeg","caption":"The overview & pipeline for design system creation & development.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F9eaf8acf-3503-4310-88fb-a398c0ceee84.png?alt=media&token=7537053d-6512-4fc5-86a2-1887bb5b8114","id":"9eaf8acf-3503-4310-88fb-a398c0ceee84","width":1882,"height":1538,"filename":"Screenshot 2024-02-20 at 5.31.32 pm.png","type":"image/png","caption":"View points for Gen 0, followed by other Generations.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2Fbdac3607-dffc-4784-bd29-d98c03cf458a.png?alt=media&token=848c6298-a55c-4152-8cb6-055b7f9cb8d0","id":"bdac3607-dffc-4784-bd29-d98c03cf458a","width":2626,"height":2366,"filename":"Screenshot 2024-02-20 at 6.11.14 pm.png","type":"image/png","caption":"Design System Organisational Components + DS Guidelines & presets for faster consistent component generation","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2Fe0d750f1-b186-4098-887a-3836b62e10f0.jpg?alt=media&token=80b72c4f-7cd1-43b0-b741-6d8823426c79","id":"e0d750f1-b186-4098-887a-3836b62e10f0","width":620,"height":320,"filename":"Intr Side.jpg","type":"image/jpeg","caption":"Internal Guide on Unqiue naming schemes & how to operate the DS.","border":false}]}
```

Now I admit, these are less sexy than many of the other interventions, but they are also what allow for the more complicated changes to be possible within teams. If your organisation already has this, that's great! If not, time to roll up your sleeves.

Overview of groundwork strategies include:

* Using notion to map and create a more interwoven design to development pipeline. Encompassing request, priority matrix, change logs & documentation for all things design.

* View points for the different generations of the transitional design system that are being worked on, for better developer understanding.

* "Component-ised" Guidelines and presets of guidelines built for different scenarios to maintain consistent & predictable decision choices.

* Creating a guide for how-to-use the TDS, for both internal designers & external collaborators from partners.

---

## Snapshot 02 — Why investing in a Transitionary System was worth it.

With developer resources being so precious, the choice between improving the current experience versus new client-*seducing* features is always at tension.

In the case of Butn, quality of life improvements often got crunched away. This became a core pain point in both developer workloads and expectations & communications for leadership toward clients. Providing a strong motivation to create a way for the many improvements to be shipped over time.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F441e6eb2-1260-468e-b892-398604a37012.png?alt=media&token=4334603c-d667-4246-85f2-3c666535e6b2","id":"441e6eb2-1260-468e-b892-398604a37012","width":1480,"height":939,"filename":"FDM Table.png","type":"image/png","caption":"This matrix helped consider and scale the level improvements in each deployment","border":false}]}
```

**So what is a Transitionary Design System?**

A TDS is a more structure intense design system encompassing all three (current, next & future) generations of the product. Using models like the [Atomic Design System](https://atomicdesign.bradfrost.com/chapter-2/) & design tokens, the idea is that you can selectively deploy improvements alongside new features.

By taking a generational view on how components and features are designed, we can prioritise design tokens or specific properties. Working closely with the development team, this flexibility let's us confidently determine effort versus reward with a longer term lens. Satisfying the common priority gap between the two teams.

i.e Improvements range from changing a single colour hex code, all the way up to a whole organisms (like a window or screen), with changes in layout, assets or logic. This allowed the calculation of the pain versus benefit over a longer period, versus the needing to fight and carve out a specific "overhaul" periods.

```cv
figma
{"url":"https://www.figma.com/proto/bIifYtLoS3WBgcQ9hgk10y/TDS-Deployment-Scope-Process?page-id=0%3A1&type=design&node-id=1-4239&viewport=445%2C275%2C0.04&t=Bm5C0oepSOXe8Qp8-1&scaling=contain&starting-point-node-id=1%3A4239&mode=design"}
```

\
This allows design & development teams to "*sneak in"* consistent improvements alongside current high priority items (*don't tell the higher ups, but they'll thank us later)*.

### Atomic Examples in a Transitionary Design System

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F45bd1272-3f15-404d-bbc1-9734df9ec922.png?alt=media&token=0b8b0c2e-384a-4a6f-89f4-fc73eaacf63e","id":"45bd1272-3f15-404d-bbc1-9734df9ec922","width":4422,"height":2330,"filename":"TDS Ecosystem Example.png","type":"image/png","caption":"🌴 Ecosystem (Screen & Windows) — Multi-Gen Componentisation for Audits & Prototyping","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F73405e94-3882-4388-af7d-5184a4e9502b.png?alt=media&token=6ffd8edd-a57d-40c4-8388-bf9b8aa1f1d3","id":"73405e94-3882-4388-af7d-5184a4e9502b","width":3348,"height":2024,"filename":"TDS Organism Example.png","type":"image/png","caption":"🦠 Organism (Sections) — 3 Gen Viewpoint","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F8c08bf42-d460-4d84-a199-e80f74273edb.mp4?alt=media&token=0efe7e12-9848-4be9-b57f-679990e90e78","id":"8c08bf42-d460-4d84-a199-e80f74273edb","width":1017,"height":512,"filename":"CTA Loop.mp4","type":"video/mp4","caption":"⚛️ Molecule (Group of Atoms) — Shifting from Live to Gen 1","border":false}]}
```

---

## Snapshot 03 — Inviting organisation-wide play inside Figma 😱

Normally, letting anyone from outside the design team into the Design System is a recipe for disaster. However if you build for it the benefits are **immeasurable**.

A crafted playground for members that actively sell the product, or have a unique perspective on its stakeholders, bring out new avenues of value. Using multi-layered components and pages, this is where new ideas can quickly start. Teams can collaboratively explore changes & new features:

* Fast & flexibly.

* While retaining a consideration what's been made, and what deviations will cost.

* As well as turn out high fidelity prototypes, that are ripe for partner testing and approvals i.e MYOB.

---

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F2e8833eb-2a3e-4907-8a1b-4c6405af4dc2.png?alt=media&token=09c8497c-16ce-4c1f-83d6-f7b906936790","id":"2e8833eb-2a3e-4907-8a1b-4c6405af4dc2","width":2850,"height":1667,"filename":"Prototyping Playground.png","type":"image/png","caption":"The start of a collaborative Hifi session.","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2Fdesign-system-butn%2F9257c7b3-c091-409b-aa45-b6f1972aac05.mp4?alt=media&token=a63153e8-0d04-446f-85cf-097c869505ee","id":"9257c7b3-c091-409b-aa45-b6f1972aac05","width":1280,"height":720,"filename":"Rapid Prototyping.mp4","type":"video/mp4","caption":"Drag & Drop live screens & version switching","border":false}]}
```

As a result, requirement gathering sessions and steps required was effectively halved. More people felt heard and most importantly, ideas stayed out of the development pipeline until they were ready.

Other problems resolved:

* Ideas & Flows we're scattered and regularly being lost.

* Lacked effective tracking and oversight into the many flows & variations.

* Confident and specific knowledge was silo’ed to certain team members.

* Less changes requested during development.

For many development teams like the one at Butn, migrating the design system to be the centre of work is an unfamiliar practice. So an important pre-requisite of success is weaving together buy-in. Addressing concerns and taking requests is just as important as the file itself.

```
Adopting Design Systems Presentation
```

```cv
figma
{"url":"https://www.figma.com/proto/pQDozlZF2hT5DAgTnAsLGM/Adopting-the-New-Design-System?page-id=0%3A1&type=design&node-id=1-4239&viewport=2268%2C1106%2C0.25&t=FQTO2pno4HL8UOj5-1&scaling=scale-down&starting-point-node-id=1%3A4239&mode=design"}
```

TLDR, this covered

* Why the change,

* What the structure is,

* How they would interact with it,

* and the benefits.

---

## Snapshot over!

Thanks for reading, got questions into the deeper detail of this project? \
Send them through at Hello@clems.studio

## \\\\ **C**—**Log** \\\\

> Butn was a breath of fresh air for me - \
> From being compelled to go above & beyond scope squeezing in better strategy or solutions, to having a real platform to discuss, propose and then carry out massive interventions. This design system is one of those interventions and it's goal of expanding the DS core role into ideation & development contexts was a seriously gratifying experience.\
> \
> Alongside [rebranding the company](https://read.cv/itsclem/butnrebrand) my time at Butn has led me to a horrifying realisation - if your willing to put in the extra work, lobbying for change isn't only helpful to design change... it's required.\
> \
> Shoutout to Will Donovan my mentor during my time @Butn, \
> he has changed the way I carry out & express design change.

Design Systems, for more than just for designers — Creating Butn's Design System.

> A interdisciplinary case comp, as product & strategy team lead.

### Trying to re-integrate an alienated local population, correct industry misconceptions, alongside the Sydney Fish Market's ramp up for its upcoming rebirth. Solution sprint run by M&C Saatchi's Service design branch — Tricky Jigsaw.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2Ff148ae64-b969-4822-a863-1bc692af0a90.jpg?alt=media&token=e153feee-755e-4cd6-9329-c75855ac152d","id":"f148ae64-b969-4822-a863-1bc692af0a90","width":1800,"height":1197,"filename":"hero 1.jpeg","type":"image/jpeg","caption":"","border":false}]}
```

---

**Intro**

Founded in 1871, The Sydney Fish Market is the largest of its kind in the Southern Hemisphere. Needless to say both the landmark and Australia as a country has changed a lot in the past 100 years, and the 80,000m2 site [upgrade](https://3xn.com/project/sydney-fish-market) marks a huge opportunity to revitalise its place in our city.

*\
"To this day, this has been one of the most eye opening projects I've worked on.  Both as a Designer, and a Sydney Sider who grew up going to the markets."*

---

## **Contextualising the the problem**

Over time, perceptions about the world's fishing industry became perceptions of the fishing industry within Australia, which in reality is drastically different. This resulted in heavy over regulation on fishermen and an inflated market due to the incorrect or irrelevant information.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F2c7bc395-8eec-4823-85fc-5508fa027803.jpg?alt=media&token=e46b9b0a-fd5f-4892-8f8e-9ad2923ecc80","id":"2c7bc395-8eec-4823-85fc-5508fa027803","width":1748,"height":1240,"filename":"Diagram.jpeg","type":"image/jpeg","caption":"The Brief from Sfm","border":false}]}
```

This combined with the general public's misinterpretations about the culture & history of the SFM, alongside a low seafood vocabulary has resulted in simultaneous declines for everyone involved. To make matters worse, many of these consequences fed negatively back on to itself and have direct implication out past the market, to every grocer, and onto the customer.

## *The Core Needs*

#### **01** — **Respect & Recognition**

Unknown to the public but the craft and expertise needed to be a modern fisherman are complex mixture of science, dangerous conditions and detailed practical skills.

But without people wanting to work as one, the industry has begun dying from the inside. With even the children of the founding family, disengaging from continuing the industry.

### **02** — **Ocean Vocabulary.**

From ethics & sustainability, to cuisine and food prep, as Australians we have access to some of the freshest seafood on the planet, yet most things the local public believe about it, is incorrect. \
\
With seafood keeping longer than most Australians believe, and the local fishing industry is being more than sustainable than portrayed. This in combination with our very 'basic' seafood pallet has been a recipe for disaster.

### **03** — **Sustainable and Integrated Engagement.**

With over 50% of traffic through the current market being well-off tourists, this in has turn alienated local populations. Drastically affecting the local engagement, and therefore growth as an industry. Ontop of this figure well on its way to 70%, popular seafood is projected to go up by **at least 300%, in your average grocer.**

---

## **Making the information useful, and real.**

Having the stakeholders (owners, staff and service designers) show up at each checkpoint and pitch round to critically respond to developing strategy was crucial. Combining research package and the onsite, gave the insights texture and a real voice. This was so impactful to our team, it later also became a core component of our solution.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F9f3f99fa-b8a7-4964-9f5b-a32201a46cf9.jpg?alt=media&token=a30986e6-f5c6-47a5-a5c5-500f6b13e348","id":"9f3f99fa-b8a7-4964-9f5b-a32201a46cf9","width":1400,"height":1050,"filename":"TourPhoto.jpeg","type":"image/jpeg","caption":"On-Site","border":false}]}
```

## **The Flow of persona's and their relationships.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F577347ad-ec4d-4b99-929b-a746006407d2.jpg?alt=media&token=05039c9f-8288-47f8-9e51-5c581817a0e9","id":"577347ad-ec4d-4b99-929b-a746006407d2","width":1748,"height":1240,"filename":"Flow Summary.jpeg","type":"image/jpeg","caption":"Persona Flows by TrickyJig","border":false}]}
```

### The Team & The Plan

Comprised of a Visual Communicator, an Industrial Designer, a Business Strategist and Myself - Product & Service designer within the sprint we were tasked to create a high impact MVP. Due to high skills overlap, I as product lead set my primary focus on generating a non-destructive solution that benefitted stakeholder numerous. Being resourceful in a resource scarce re-launch was a key factor during iterations.

With structure we were able to cover everything from iteration & prototyping, to asset generation, logistics and financial/legal viability.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F5933d1c7-cf0b-47ab-ad42-1f3e5b798f2b.jpg?alt=media&token=57f98a19-dc00-450a-94b9-a4c7b02f47d2","id":"5933d1c7-cf0b-47ab-ad42-1f3e5b798f2b","width":1500,"height":2000,"filename":"Story Canvas.jpeg","type":"image/jpeg","caption":"Our Story Canvas","border":false}]}
```

## Our Solution — **Reel\* Talk... What is good for?**

> \*yes its a pun, and yes everyone loved it.

**Part 1 - Tapping into Organic Engagement.**

Something that almost all personas connect with is food, and exclusive time based experiences. Despite being one of the cornerstone of experiences in Europe and the US, Sydney has yet to latch on to the cultural experience of hunting down a coveted food truck or to be surprised outside the office doorstep by an ephemeral gourmet topnotch feed.

The best part is, the SFM already has the gourmet food established, and ironically was part of the initial problem.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F7e3a01b5-c7a2-4f94-9594-afbbdb19f210.jpg?alt=media&token=9440100b-8096-439f-9a10-ba4b173f9f04","id":"7e3a01b5-c7a2-4f94-9594-afbbdb19f210","width":2000,"height":1125,"filename":"Food Truck p 2000.jpeg","type":"image/jpeg","caption":"The Vision: Cred to all members - Anandini Tapodhan, Grace Mccloskey, Andrew S. & Clement Tan.","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2Fad3170e5-a1c7-4480-af75-e1009ebf3fe9.jpg?alt=media&token=98c66905-dafa-4475-b4e7-9f8e64028435","id":"ad3170e5-a1c7-4480-af75-e1009ebf3fe9","width":480,"height":853,"filename":"Insta Story.jpg","type":"image/jpeg","caption":"Social Blast - Fornightly or Weekly Rotations with different food vendors.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F566e19da-22a6-4879-a64c-08026b229586.jpg?alt=media&token=7a44dba3-9b03-42cc-a422-35fe590c63e9","id":"566e19da-22a6-4879-a64c-08026b229586","width":480,"height":853,"filename":"Insta Post.jpg","type":"image/jpeg","caption":"Engagement & Empathy - Correcting the False Facts","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F35366335-650a-46da-b349-f26ea7786836.jpg?alt=media&token=61e20c27-b61c-4f25-abcb-12845c1c7153","id":"35366335-650a-46da-b349-f26ea7786836","width":480,"height":853,"filename":"Insta from clementtan.jpg","type":"image/jpeg","caption":"The Foodie & Facts Profile.","border":false}]}
```

### Research & Live Testing

The core vehicle of this strategy (other than the truck itself) is to utilise the massive existing food fan base via timed social media drops of locations, alongside publications like concrete playground.\
\
Due to the extensive appetite for food experiences in Sydney, the majority of the 'marketing' would be experience sharing via word of mouth. Anecdotes and referrals to the truck alongside tactical & aesthetic setup locations in dense Sydney locations!

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FhS0PBnpTwIMZeyPCAHXnD8pzp383%2FmDiI9Ca17XpAT5sWkRv2%2F87689650-3752-4f77-ac78-979799343dd3.jpg?alt=media&token=a8421d39-7b0d-4a43-bd89-ab8733394224","id":"87689650-3752-4f77-ac78-979799343dd3","width":1080,"height":810,"filename":"Makeup Truck 1080.jpeg","type":"image/jpeg","caption":"Stress Test - Less than 2 minutes after pouring rain.","border":false}]}
```

### **Part 2 - Creating Visceral Connections**

The second part gets to the heart of this strategy, which is the people inside food truck and its experience design. Here existing the relevent SFM's stakeholders themselves i.e Wet Seafood Retailer, Restaurateur, and Seafood Suppliers, would take centre stage. Being the best champions of everything the SFM has to offer, and being directly incentivised to hook customers back to their main location in the new site.

This truck is set a rotating roster, with each stakeholder having the opportunity to make the food truck their own, serving their specialities and venturing out to different parts of Sydney.\
‍\
As they serve freshly caught produce direct from the SFM, this sets the table for a refreshing exchange. Allowing them to communicate their reality truthfully, and showcase wider cuisine and ocean ingredients. This exposes and increases the public's ocean vocabulary with exiting fresh food, right in the CBD. \
\
The intention with food trucks is to also leverage the informal nature of eating in these open spaces, allowing people to mingle and engage with stories via the set design or directly with the vendors. Naturally advocating and correcting perspectives on seafood preservation & diversity that we're previously unfamiliar to locals.

---

> Restated Core goals

**01** — Respect & Recognition for Fishers & the Industry.

**02 —** Better ocean vocabulary on  from the public on the industry, SFM & seafood in general.

**03** — Sustainable and Integrated Engagement.

**How is this achieved?**

* It gives people in this industry a platform and fun space to communicate and share their experiences.

* It not only provides the opportunity to clear the air but also diversify the public's tastes, introducing less mainstream species or methods. In turn this also would help balance the price of the seafood itself!

* By exposing people of all areas to the SFM's food, vendors and culture, this gives people a concrete reason to visit the new SFM and with highlights to the numerous stakeholders.

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This is experience is meant to create hype and interest as it moves around Sydney transforming the space its in, into a food hub. being both a shareable experience and an introspective one, the Reel Talk Food Truck lets people engage with content or the champions themselves. This is then contextualised and made memorable with hot, steaming and interesting fresh food.

---

The Highlight Notes

* SFM already has the key pieces to the success of this solutions, from the talent, to the supplies (and at cost or wholesale price!).

* The rotating ownership of the Food Truck incentivises vendors to contribute to the wider success of the market, without year round much commitment. Giving people a reason to visit their specific spot in the new SFM.

* This solution prioritises sustainability and a longterm relationship with Sydney itself, built as positive feedback loop with high repeat use. 

* The FoodTruck solution also requires very low upfront cost but can half a high impact when marketed adequately, with very low upfront monetary cost and time to market.

Reviving the Sydney Fish Market.

Product Designer

Majored in Interaction Design & Service Design

One the first consumer apps I designed has been released in the US!

OK THANKYOU: It's out! "Get Payed for your data"

Creating a Transitionary Design System

New Identity, website & brand

Facilitated the evaluation of all submissions in Communication design, as well as Service & Digital design. I was able to take a dive into the unique and in depth process and criteria of design analysis as well as contributing to the process and promoting questions to further the judging process.

Also we played with everything... including the tesla, especially the tesla.

Jury Host

Principle Designer & Design Systems Manager

An intensive program that bridges theory and practice on the role of purpose-led businesses in pursuing social and environmental goals. The group of international participants visited Italian manufacturing companies, engaged in conversations with managers and entrepreneurs, and leveraged strategic design tools to discover spaces of creative intervention on the future of the Italian industries and society.

Program faculty:
Debra Dunn - Professor at Stanford University’s d.school and co-founder at the FEED (Food Entrepreneurship, Education and Design) Collaborative
Vincent Stanley - Head of Philosophy at Patagonia
Nora Gallagher - Environmental Strategist and Writer for Patagonia
Daniel Van Der Vliet - Executive Director of the Smith Family Business Initiative at Cornell University
Dario Buzzini - Former Senior Design Director at IDEO
John Bruce - Professors at Parsons School of Design