Problem
Trader Joes advertises as a sustainable company but that is far from the truth.
excess plastic and packaging in frozen, pantry and fresh products
lack of transparency in suppliers
refrigerant gas leaks
Complete
77019
1225
Ceres
UI/UX
2026
Made In Collaboration With:
Mason Nguyen, Juliet Work, Eleanor Phillips, Christina Rosas
Baggu
Trader Joe's
With fair price points, minimal functional designs fit for everyday wear and sustainable brand practices, Baggu bags have quickly become a staple among Gen Z and Millennials alike.
With a distinctive in-store experience, private label products and a carefully crafted artisanal visual identity, Trader Joe’s has established itself as a ‘neighborhood grocery store’ chain with a wide and loyal customer base.
Solution
Baggu and Trader Joe’s team up to create more sustainable packaging design for popular Trader Joe’s products. Each season, three new products are repackaged.
Research
The 5 Ws
Who?
What?
Where?
When?
Who?
22-45
Working urbanites
limited-edition bags and new packaging of Trader Joe’s products
Trader Joe’s stores
Trader Joe’s x Baggu website
seasonal rollouts for new products
to promote new sustainable practices by Trader Joe’s
Empathy Map
Click To Enlarge
How Might We…
Improve the grocery experience?
Limit the amount of plastic bags used?
Promote reusable bags to user?
Convince users to buy the bag?
Convince users to use our bag for other lifestyle choices?
Low Fidelity Prototypes
User Profiles
Age: 24
Location: Chicago, IL, USA
Occupation: Jr. Urban Planner
Balancing a 9-5 with hobbies and friends in downtown Chicago, Josephine is always on the move. She values bags that can keep up with her busy life, such as a Tuesday where she travels to work, pilates, Trader Joe’s and a dinner party. Commuting via train, bike or foot, Josephine values sustainability and always keeps a reusable shopping bag in her daily bag.
Reflection
This was my second major collaborative project in my program, I worked with five others, we had divided this project into two teams of three and I was responsible for UX design and animations. It was a learning curve balancing the teams workload with my own schedule however I learned better time management skills. I further deepened my skills with figma as a prototyping tool and I improved my animation qualities. This ended up being one of the first projects I was truely proud of because the fantastic job we did as a team!
