ALDI Recipes

Beth Clayton, Thomas Corking & Max De Sales La Terriere

Sustainable Shopping Research
Sustainable shopping is a combination of several factors: how the food is produced, distributed, packaged and consumed. The objective being reducing the
environmental impact in every one of these steps. It also includes finding alternative ways of making sure the way we consume food is beneficial to both
nature and us. The use of resources and animal agriculture affect sustainability. Making sure products also retain their health standards as well as their social
and economic impact.
One of the most important factors is what we consume and what we can look out for when shopping. A large amount of sustainable shopping has to do
with product choice. Some products have a lower carbon footprint than others. Therefore, it is important to acknowledge said products and make it easy for
people to know which ones to choose.
There are other factors that do not take place in the shop such as promoting more sustainable farming practices and more sustainable animal agriculture.
Such industries can be made sustainable with changes like avoiding the use of mono-crops and ensuring well-being for animals. Avoiding the use of pesticides
and other chemicals is better for our health and also reduces the cost of planting.
The first step to becoming more sustainable is cutting down on meat and dairy. Having a plant-based diet reduces the carbon footprint of the animal
agriculture industry. It is also more expensive than buying vegetables and that saved money can go to products that are sustainable but might be a bit
more expensive.

Another factor is eating foods that are in season. This reduces artificial ripening
and avoids food coming overseas. This also ties in nicely with choosing food
that comes from local farms. This helps reduce the number of kilometres the
food must make to arrive at the shop. Thus, costing less energy and resources
spent on transporting food which lowers the amount of fossil fuels and CO2
emissions.
Shopping less also helps reduce food waste. This is a large problem many
countries have as so much good food gets thrown away only because it might
have a different shape or has not grown to human standard. Food also gets
largely wasted at homes. This is due to people over shopping and people not
cooking their own meals. Also, people prefer to shop once a month where food
must be preserved for longer and they don't have to make that many trips.
This is not as sustainable as shopping weekly since doing so means you eat
fresher veg, calculate your meals, eat more varied and buy food that is not
packaged so to be preserved longer.
This then leads us to buying food that has the least amount of packaging
as possible. Processed foods are the ones that have the most amount of
packaging. By abstaining from buying them this in turn helps reduce the usage
of plastics and other materials used in wrapping foods.
To make sure that there is also less use of plastics in the shop it is very important
to make sure to bring your own bags while shopping. It not only reduces the
use in plastic at stores but is also cheaper since supermarkets like Aldi charge
you 5p per bag. However, supermarkets like Aldi donate the money they make
from plastic bags to the RSPB and have been doing so since June 2015.
Checking the labels on the food you buy is also important as it will have
information on where the product has travelled and if it has been traded fairly.
By making people aware of such factors our path to achieving sustainable
shopping draws closer.

"Our corporate responsibility plan is driven by 5 principles- community, people, customers, suppliersand environment. It's about
making sure that what you buy has been grown, caught or made with ultimate care for the environment and that work-
ers are treated fairly. It's also about our incredible suppliers, being fairer to farmers,raising money for great causes, inspiring kids to
eat fresh,sourcing sustainable foods and reducing waste. Ultimately, it's about making sure that together with our customers we feel
Everyday Amazing".
Client Research
Aldi's Principles

Aldi aims to reduce their negative impact on the environment by focusing
on 4 main areas. Minimising carbon footprint, Reducing the impact of their
fridge/freezers,boosting energy efficiency, reducing, reusing and recycling
their waste.
Currently, Aldi has achieved to replace up to 3,000 tonnes of packaging with
recyclable alternatives, removing 2,200 tonnes of plastic from their own-
brand products. Removed163 tonnes of plastic from the majority of their
fresh veg and fruit range. 88% of their own brand packaging is recyclable. In
2018 they had successfully managed to replace 97,411 and a half tonnes of
plastic from chilled foods, drinks, fresh meat & fish, fruit and veg, frozen food
and non food products.
Aldi still wants to get better and more sustainable where they can as well as they
have some pledges. These pledges as stated on their website:
1. By 2022 Aldi aims for 100% of all own label packaging to be recyclable,
reusable or compostable (where it does not have a detrimental effect on
product quality or safety, or increase food waste).
2. By 2025 Aldi aims to achieve 100% recyclable, reusable or compostable
packaging across all products (where it does not have a detrimental effect
on product quality or safety, or increase food waste).
3. By 2025 Aldi aims to reduce packaging by 50% (relative to 2015 baseline).
4. By 2025 Aldi aims for 50% of its packaging to be made from recycled material
Aldi will publicly report on its packaging progress annually starting in 2019.
5. Aldi is educating customers on the importance of waste reduction (reduce,
reuse,recycle) through its community programmes.
6. Aldi removed all single-use plastic bags from our stores at the end of 2018.
Aldi is working in partnership with other retailers to reduce its dependence
on plastic. Aldi has established a Packaging Task Force with its Buying Teams
and external experts to deliver these goals.
7. In principle Aldi supports a Deposit Return Scheme for plastic bottles and is
conducting a feasibility study into how it could implement such a scheme.
Aldi's Sustainability Plans and Efforts Client Research

Outside of consumers and sustainable packaging, Aldi also donate surplus food and products to local
charities. 847 tonnes to be exact in 2018.
In terms of energy Aldi also do their part for climate change, 100% of all their electricity since 2017 is
from renewable energy, such as solar and wind. They use monitors on their fridges and freezers to keep
track of how much energy they use and have replaced the refrigerant gas with 50% lower environmental
impact (research more into the refrigerant gas). They also aim to use the excess energy from their
freezers and chillers to heat their stores.
In terms of transport, lighter vehicles, fuel efficient tyres, driver tracking systems and planning transport
routes to be more efficient with energy use.
Client Research
New Packaging and Plastic Pledges
We aim to remove difficult to recycle packaging including expanded polystyrene, PVC and non-
detectable black plastic from our core range of food products by the end of 2020.We Will initially
remove non-detectable black plastic across our range of fruit and vegetables by the end of 2019 before
extending it to our fresh meat, fish and chilled ready meals. We aim to reduce plastic packaging by 25%
by the end of 2023.We Will remove non-biodegradable glitter from Christmas wrapping paper and
greeting cards by Christmas 2019 and from all products by the end of 2020.

Better society awards 2016:
efficient energy use award
New energy and Cleantech
awards 2016: Retailer of the
year
Client Research
Green Apple awards 2016:
Green Apple award for the
built environment (gold
award)
Aldi have won multiple awards for its sustainable effort and plans:

Comparing Aldi to competitors
Multi-pack buys
Tesco plans to replace all multi-pack buys with plastic wrapping with non
plastic wrapping. For example multi-packs of tins will no longer be wrapped
in plastic. In 2020, 183,000 multi-packs are bought daily at Tesco, so that
will be a lot of plastic saved.
In comparison to Aldi, Tesco will be the first retailer in the UK to completely
remove plastic from their multi-buy packs. This will remove 67million pieces
of plastic.
This does not just apply to Tesco own brand, but to branded products like
Heinz beans. This is different to the likes of Aldi, as they focus more on their
own products and mostly sell their own brands anyway.
Unlike Aldi, Tesco now has charging ports for electric cars as well.
Food products
In comparison to Aldi, Tesco scored less on sustainability for fish products.
Tesco also scored less than Aldi with comparison to Chicken and Poultry.
Tesco stocks organic, but they do not stock RSPCA assured Chicken. In fact,
the only other competitor on the market that does is Sainsburys. They do
however, stock RSPCA approved Pork and Bacon, as does Aldi, Sainsburys,
Lidl, Co-op, and Asda.
For fruit and veg, Aldi stocks fruit and veg approved by the National Farmers'
Union (NFU) and signed the veg pledge. So far only Aldi, Lidl, Tesco, and Co-
op stock NFU approved fruit and veg.
Plastic bags
Currently, Aldi still uses plastic bags in their stores. Majority of supermarkets do,
with the exception of Morrison's, which use paper bags that are also designed
to be sturdy and reusable.
In terms of plastic bag alternatives, they are not just better as a one off. They
can take up-to more energy to create, so they need to be used multiple times
in order to make up for a single use plastic bag. Currently paper bags require
the least amount of reuses to make up for a single use plastic bag, and cotton
bags require an insane amount of reuses.
Client Research

Palm oil
It is believed that sustainable Palm oil is unachievable, at least currently, due
to how it is farmed and the damage it causes to ecosystems and rainforest.
Currently only the supermarket ICELAND has pledged to not sell or use any
products that contain or use Palm Oil. Despite the RSPO (round-table on
sustainable Palm Oil) existing. There is no guarantee that palm oil is sustainable.
However, this pledge took much longer for them to achieve than expected.
Whilst RSPO are probably genuinely trying to make palm oil sustainable, Iceland
believes that it will be better off and more sustainable to just, stop using Palm
oil, especially for food products.
Supermarkets that are working alongside RSPO, such as Tesco, have been
called out for calling their palm oil products "100% certified sustainable" as
their products aren't able to be fully traced back.
Of products in supermarkets, Tesco scored highest on how much their palm oil
can be traced, scoring 67%. Waitrose, like with everything I have researched,
scored the lowest. Sadly, our client, Aldi, was approached but refused to reveal
their figures.
Fridges and freezers
Similar to Aldi, who use excess energy from lowering the fridges temperatures to power the heating in store, Sainsbury's uses Gas produced by their own food
waste to save on energy consumption to run their own stores. 10% of their energy from gas consumption is from leftover food waste. In fact, in 2014, one of
their stores became entirely powered by food waste.
Asda on the other hand, working alongside the National Grid, use their fridges and freezers in winter as a virtual battery pack for the energy grid. Their
freezers and fridges produce up-to 13-megawatt power source which is enough to help power about 8500 homes in the UK.
Client Research

Aldi App AnalysisAldi Application Analysis

Weaknesses
Although the most necessary products which Aldi's sells is groceries as we all can't live without food, this is not mirrored on the application. The app only
concentrates on just two collections of products, the first being special buys and the second being wines and spirits.
Initially it seems that the app follows a colour coordination scheme depending on the sections of the app. When I explored the app further, I found that this
was not the case.
The colours used within the app should fit with the ALDI brand. Typically, the app does use such colours that fit (blues, oranges) bar with the addition of the
colour brown within the wine and spirits section. Brown is a very dull colour that should not be used within the application.
I am not at all a fan of the more button that is situated within the global navigation bar. It think that is a clumsy way to fit everything you want in the app
in without giving much thought.
On the special buys page there are different dates presented next to titles. It is unclear what these dates represent.
The sections that are shown within global navigation are also linked on the homepage which is fine. However there does not need to be such an evident link
within the homepage if a .link is already presented within menu.
Strengths
The text within the app is legible and clearly structured.
Sort and filter buttons are fixed in position near the bottom of the page, arranged at the very front over items listed. It does not fall in the usual line of sight
of a user, so it does not distract the user from information presented. A sticking orange is used for the background colour of said buttons to grab the user's
attention when they are looking for the sort and filter options.
Like all supermarket, ALDI entices users with Offers. These offers (super 6 fruit and veg, and super weekly offers) are presented clearly within the app.
The add to basket button is clearly shown at the bottom of the page alongside edit total of items.
Product reviews are clearly labelled with the typical star rating. This type of rating is well known and gives the user a clear indication of the quality of the
product in question.
Images allow users navigating the app to identify elements much quicker. The app certainly has these images which are very clear and complement each
Aldi Application Analysis

Weaknesses
The Aldi website follows a similar setup to the Aldi app in that it mainly focus's on special buys, and wines and spirits. It does have a section for 'in store' gro-
ceries but at first glance, it seems like a bit of an afterthought.
When I tried to search for certain products which I know are sold at Aldi, I unfortunately could not find them.
Aldi does not provide the service of online shopping for groceries. It does not explain why on their site either.
We found that some links within the site did not work. I found this within the love food, hate waste page.
Aldi Website AnalysisStrengths
The website is easy to navigate as the website is clearly structured.
Imagery of food is used to create attractive headings.
The food is organised into sections and listed in the order you would come across said sections in the ALDI store.
Clear images of product shown.
The website is clearly updated weekly with new offers, products and events.
On this site there is a section known as discover more. Within this is information on ALDI suppliers, diets and intolerances and sustainable efforts.
The site provides a lot of information on the topic of where the food comes from and suppliers aims and measures regarding quality, animal welfare and
lowering environmental impact. Videos are used to clearly communicate such information.
Standards certification (eg.red tractor assured standards and RSPCA assured) clearly demonstrate that product have met measures regarding safety,
hygiene, animal welfare and environmental protection.

Aldi have considered the three shopping currencies, crucial elements for a
positive shopper experience when designing and developing their stores.
These are money, time and angst.
Obviously, there is a huge focus on cost, which shoppers typically spending
less in Aldi than they would in other supermarkets such as Tesco, Sainsburys
and Morrison's. Aldi sells not only low-cost product but also quality products
which attracts customers who previously would have turned their noses up at
even the thought of shopping at discount shops.
In an aim to reduce time spent shopping, Aldi have taken several things into
account. To begin with, the total number of products (stock keeping units), is
tiny compared to it competitors. Customers are not overloaded with choice
which means they are less likely to disengage with the decision-making pro-
cess, will be more satisfied with their choices and are more likely to make
quick decisions. Most of these products are private labels that are made
specifically for the company but are typically designed to appear familiar to
its shoppers making decisions even easier. These products are labelled with
multiple barcodes to allow for instant scanning of goods whichever way the
assistant is holding the product. The checkout area is designed for speed. The
conveyor belt being long enough to upload a full trolley, and customers are
encouraged to put their scanned purchases back into the empty trolley to be
packed after paying.
With the facts of lower costs and lower time consumption, shopping in Aldi is
made more of a pleasurable, stress free, experience than shopping in other
typical supermarkets. However, what is not so pleasurable however is the
overall feel of the store. It is easy to navigate but is more "gritty than pretty".
Merchandise is displayed on pallets, in plastic crates or cardboard boxes or
arranged haphazardly. Its special buys are a rapidly rotating assortment of
ultra-discounting oddities.
Although they can be presented in an untidy manner within store, we believe
special buys to be more of an attraction to shoppers because it contains
quality discount products which you usually can’t find anywhere else. Limited
availability inspires customers to revisit the revisit the store to view its special
buys collection. It inspires a devotion among customers. With the placement of
special buys being in the middle of the supermarket, it encourages shoppers to
slow down and browse, tempting them away from pre-planned shopping lists.
Aldi Shopping Experience
Client Research

Aldi's definition of their target audience are families that hope to "eat
well for less". There aim is to encourage these families to live well and
have a varied balanced diet by giving them access to fresh, affordable
and healthy food.
In the past British shoppers had chosen to shop at a supermarket
based on convenience firstly, but also depending on how they
perceive themselves within society in terms of class and status. With
the success of Aldi these previous conventions are no longer true.
It is safe to say that Aldi has changed the way that we shop. Aldi
has demonstrated that there is no shame in shopping in discount
supermarkets, there is instead satisfaction. "The supermarket is as
strong with affluent people as it is with people on low incomes".
Aldi sells not only low-cost product but also quality products which
attracts customers who previously would have turned their noses up
at even the thought of shopping at discount shops.
Aldi Customer Profile
User Research

While the main drive for shoppers is reducing their overall food and grocery bills, greater convenience, higher quality and better value for money are also
important factors in supermarket choice which can out way the scales.
Main drivers for switching primary grocer:
Source: GlobalData Note: The chart shows the reasons why consumers that switched supermarket over the last 12 months changed to another retailer. All figures are percentages.
Respondents were able to select more than one option so figures will not total 100%. Data is based on GlobalData's survey of 2,000 nationally representative consumers conducted in April.
Price-centric Aldi and Lidl grew their UK revenue a combined 11.2% in 2018 and took another 0.6 percentage point share of the total grocery market over the
year. Price, it seems, remains the most vital concern for shoppers.
More interesting are the options shoppers did not select. Despite the attempts of grocers to lure tech-savvy consumers by offering a comprehensive online
offer, it turns out that most shoppers are unlikely to change retailer if they change from offline to online only 5.3% of switchers did so. Loyalty schemes also
took a back seat in convincing shoppers to change, and as for sustainability "tipped to be one of the supermarket's central focuses over the next decade" it
appears having strong credentials in this area is not particularly valuable in enticing new shoppers.
Supermarket shopper habits

Interviews
Why do you choose to shop at Aldi?
What is your understanding of sustainable shopping (i.e..
environmentally friendly shopping)?
How many people do you shop for within your household?
On average how much would you spend on a grocery shop for your
household and how often do you complete a grocery shop?
Do you pre-plan your grocery shops?
Do you buy organic/free range products? If so what organic/ free
range products do you buy?
Do you buy fresh fruit and veg only when they are in season?
Do you make an effort to buy locally sourced products?
On average how much meat does your household consume?
Do you buy mainly fresh food or tend to mainly buy frozen and
tinned produce?
Do you check labels when shopping?
Do you reuse your reusable plastics bags or do you tend to buy
more every time you shop?
"It is cheaper than most of its competitors and conveniently close to
where I live."
"Buy loose fruit and veg."
"Just myself, however I do sometimes buy food for my boyfriend who
stays at mine at the weekends usually."
"On average I probably spend 40 each week on food."
"No, I tend to go off what I am feeling when I'm in store."
"Tend to buy products that are not organic as they are cheaper."
"I go off what I fancy. I don’t know what fruit and veg is in season."
"Nope"
"Probably 2 meals out of 3 every day contains meat."
"Certainly try to, but fresh goes out of date quick so its more convenient
to get freezer food and less expensive in the long run. When I buy fresh, I
sometimes also forget I have it and it goes to waste."
"I check dates and calorie info only."
"I have a large collection of bags at home as usually forget to take them.
The cost of bags is so small it doesn’t make much of a difference to my
food shop costs."

tinned produce?
"We shop at Aldi as it is cheaper than other supermarkets."
"Taking your own bags instead of buying them. Buying products that have
used less plastic packaging and are organic or free range. Also reduce
trips to the store."
"2 people, myself and my boyfriend."
"£60 a month."
"We try to plan, however we tend to spend more as we impulse buy."
"Yes we buy free range eggs."
"Only those in season. My Grandad had an allotment which I used to help
him with so I'm well educated in what is in season."
"We buy 100% British only."
"We eat a lot of meat, usually 5 days of a week, I personally could not be
vegetarian as its more expensive and I can tell difference between vegan
and ordinary."
"I started recently to buy more fresh fruit and vegetables as I am on a
diet."
"I check allergy advice, fats and sugars. I am allergic to honey, which is in
a lot more than you think."
"I use re-useable bags. If I forget them I take them to the car loose in the
trolly."

tinned produce?
more every time you shop?
"It's products are cheap and good quality."
"Buying Locally sourced, British, environmentally friendly products with
reduced packaging."
"3 adults, sometimes 4 when my daughter is home from university."
"80-100 each week."
"Nope, but I should because I would spend less and not impulse buy as
much."
"Sometimes I buy free range eggs and meat, .As well as organic fruit and
veg."
"I should do but no. I do believe its important but I have a fussy family."
"Yes most of the time."
"Yes, my husband eats meat every day as he’s on a ketogenic diet so
needs his protein. I try to reduce the amount of meat I eat when we
aren’t eating together."
"Yes."
"Yes, I look at the nutritional information."
"Tend to use reusable but have loads collected."

• All the interviewees mentioned that Aldi is cheaper than its competitors. Aldi make this
clear through advertisement that this is the case.
• The first interviewee was evidently uneducated on sustainable shopping. To increase efforts
we could provide such education through our mobile experience.
• Impulse buying is a key problem that was notified within the interviews.
• 2 out of 3 interviewees do make an effort to buy locally sourced, free range products, al-
though we got the impression that cost was the most important factor for the interviewees.
This complements previous research on the subject of supermarket habits.
• Interviewees all said they check labels for health reasons but they did not mention check-
ing them for sustainability reasons. So, in store interviewees don’t pay much attention to
whether something is sustainable or not which makes it more likely that they are buying
product that ain’t that sustainable are and don't know it.
• Interviewees consume a lot of meat and make a lack of effort to reduce this. One interview-
ee said there lack of effort was because of cost and because they could be the difference
between the meat product and the vegetarian/vegan product.
• 2 out of 3 interviewee reused their reusable plastic bags.
Key Interview Insights

Comparative Research
Think Dirty is the easiest way to learn about the potentially toxic ingredients in your cosmetics
and personal care products. It’s an independent source that allows you to compare products
as you shop. Just scan the product barcodes and Think Dirty will give you easy-to-understand
info on the product, track dirty ingredients and shop for cleaner options.
Think Dirty

Strengths
Product can be explored via categories or search by keywords. Users can also access information on products by scanning the barcodes of the product. User
can view previous searched products which are collated within the history page. Previous searched products can also be saved within lists which they can
refer to at any time.
A Wealth of information on each ingredient of every product logged is given to user on the Think Dirty app. The more a user is educated on ingredients the
more likely they are at being more sustainable.
A tutorial on how to use the app is presented within the initial setup of the application. Tools and the app's environmental impact rating system are highlighted
within this tutorial.
Within the homepage categories are listed using a horizontal Scrolling menu. This type of menu is a familiar tool as it is used within popular app's such as
Instagram and Snapchat. Unlike a vertical menu it saves space within the homepage. Icons are used within the horizontal scroll category menu. These Icons
are clear and recognisable. Icon helps to improve speed of navigation as user can identify the categories listed a lot quicker.
Users can log the products they buy regularly or have recently bought to receive ratings about how sustainable they are regarding the cosmetics and self-
care products they choose to buy. Ratings encourage users to extend efforts in reducing their environmental impact.
Environmental impact rating system is used within the app. Each and every product and ingredient is given a score from one 1-10. The higher the score, the
bigger the impact on the environment. Colour coding (traffic lights) is also used to show, at a glance, whether a product is high (red), medium (amber) or low
(green) in how much effect it has on the environment. This kind of rating system is idiot proof. Information around how accurate the environmental impact
rating system is and what the score is based on is presented within the app which is very important. Users need to understand this to be able to validate the
app's efficiency.
Weaknesses
For those that don't consider environmental impact when buying cosmetics and self-care items, they will be less eager to log the product that they have on
the sight.
The profile page structure is like that of Instagram. Because of this, it initially gives the impression that others can view your profile especially because of the
likes and views sections at the top of the page. Once I selected these sections I realised that it was referring to the products the user had liked and viewed,
not likes and views that the profile had received.
In the process of searching for products, we found that we were unable to find some. We believe this to be because no other user had logged the item
(scanned the barcodes) in the past.

“Almond is the first app that empowers anyone to become carbon balanced by helping them to
'Buy Better, Act Better and Offset the Rest'. Our mission is to help you reach Net-Zero carbon
emissions in just a few years with as little difficulty as possible. Simply take our 2 minute carbon
footprint quiz, link your bank cards and start earning offset rewards every time you shop with our
responsible brand partners.”
Almond

Strengths
To setup the app the user is navigated through a chatbot conversation. This type of setup is a lot less dull than a typical application set up. Emojis are a tool
used within this chatbot conversation to set a mood. Multiple choice questions are posed to the user which allow little though from the user. Alongside the
chatbot conversation there is a scale presented to the user which allows the user to estimate how long the set up will last.
Within the process of setting up the user can calculate their personal estimated annual carbon footprint. The average annual carbon footprint is 1.5.5 tons.
Once an annual carbon footprint has been calculated user can view a breakdown of their results. From this user can make quick assumptions on what areas
they need to improve upon.
Each product and service that is listed within are given badges. These badges show user how the product/ service has achieved its sustainable status. Once
selected, the user is presented with information on the badge in question. Badges that are awarded include organic, fair trade, ethical label and conscious
packaging.
By switching to the products and services presented within the app. The more offset coins that a user earns the more awards they earn. On top of that, and
.more importantly, the more offset coins a user earns, the more they are helping to protect the rainforest which not only earn the user awards but also help
the rainforest allegedly.
Aesthetically the application looks professional which aids its certification of its cause. With the use of icons, legible text and clear imagery, the app is very
clean and clear.
The organisations that have helped set up this application to aid the protection of the rainforest are clearly advertised. These are WWF, Eden Reforestation
Projects and Rainforest Trust UK.
Weaknesses
Users cannot search restaurants, cafés and shops by location. If users were able to do this they would see that the majority of services are based in London.
This means that for the majority of the UK population, this application is just taking up space within a user's phone as it will be used very little and therefore
would not help the rainforest much at all.
Although the application is useful in that it presents user with a breakdown of users annual footprint which they can study to see what areas they need to
improve upon, there is no information supplied in how they can do this. This makes improvements being made less likely.
Earning offset coins also means spending lots of money which, for many is a massive deal breaker. Sustainable products and services tend to cost more than
standard products and services.

“Scan thousands of supermarket products to see whether they are sustain-
able, healthy and ethical. What is it you care about? Sustainable palm oil,
eating healthily, cutting pollution, avoiding toxic chemicals, animal welfare,
climate change or recycling? Whatever your priorities, Giki will enable you
to understand the true impact of your products and help you to buy from
brands which share your beliefs.”
Giki
Strengths
Giki provide user with an easy way to access information on the subject of
sustainability in a time efficient manner. Barcode recognition makes the
process of searching for information on a particular products a lot quicker.
Badges demonstrate efficiently the sustainable efforts that have been achieved
by products in question.
The Giki application also uses an environmental rating system, although its
system is a lot simpler and easier to demonstrate. It is based on the amount
of badges the product has earned.
Weaknesses
The information that is given on the topic of the badges that is awarded,
is presented in a dull manner. The text is legible, however it is not split into
manageable chunks and there is no imagery accompanied with it. The
information should be organised within info-graphics.
Images of products would elevate the aesthetics of the application and speed
up navigation.

Key Comparative Research Insights
Barcodes Recognition: This technology is widely used as a search engine tool within applications. It is an efficient,
universal tool which would also be easy to implement as the technology widely exists across multiple continents.
We will research barcodes recognition within our technological research.
Advertising: It is important that our product is a great advertising tool for Aldi which paints them in a good light,
as well as educates customers on the subject of sustainability. We can use the mobile experience to promote
Aldi's quality products, value for money and offers.
Rating System: We think that it is a great idea to provide users with a clear demonstration of how sustainable
their personal efforts are and how sustainable products are. We will look at incorporating some sort of rating
system when generating ideas as well as a reward system to give users insensitive.
Chatbot Technology: This technology was used within the setup of the Almond application. Its use made the set
up a lot ore interesting and compelling. For this reason we will look at featuring chatbots within our idea genera-
tion and produce research on the subject of chatbot technology.

Technological Research
A barcodes is a scanneble code with a numeric counterpart at the bottom
known as a universal product code (UPC). It features a pattern of parallel
lines which stores data. Once a barcodes is scanned the data is translated
to readable information on a screen typically. Scanning a barcodes is much
simpler and quicker action than manually typing in information. Barcodes
can store all kinds of information. In a supermarket they are mostly used for
inventory and merchandise data as well as for record keeping via purchase
receipts.
With a barcodes being a universal code, its able to identify a product
regardless of where it is sold. Your favourite brand of chocolate bar for
example will have the same UPC whether you buy it from Aldi’s or any of its
other competitors.
A barcodes scanner gathers product information by scanning a striped code
usually located on the back of a product. Using an iPhone or Android device, a
scanner app reads the barcodes image pulling information like product name,
price, Stock Keeping Unit (SKU), etc. The information you gather from scanning
a product depends on the available information in the local database of the
service used.
Barcodes Recognition

The barcodes scanner within this application allows users to shop and manage
their groceries so much easier. It is flawlessly placed within the user interface
of the app and can be accessed at any time. The scanning feature is just as
fun as it is useful.
Before you go shopping, you can take quick inventory of what you need to get
by scanning items instead of noting them down on pen and paper. Whilst in
store you can add impulse purchases to your shopping list to add it to your list
next time.
“Shopping List, Pantry List & To-Do List in an intuitive and convenient app.
With Out of Milk, your Shopping Lists stays with you anywhere you go, ready
for your next grocery shop. In your Pantry List you can keep track of your
essentials like spices and flour so you always know what you already have.
The To-Do list helps you keep track of any other items on your daily list.”
Out of Milk

With the help of Artificial Intelligence (AI), automated rules, natural language
processing (NLP), and machine learning (ML), chatbots process data to deliver
responses (Oracle.com, 2019).
There are two main types of chatbots:
Task-oriented (declarative) chatbots are single-purpose programs that focus
on performing one function. Using rules, NLP and very little ML, they generate
automated but conversational responses to user inquires. Interactions with
these chatbots are highly specific and structured and are more applicable to
support and service functions so I fell that it wont be flexible enough to include
within my support application. It will be unable to weigh up certain variables as
their capabilities are fairly basic.
Data-driven and predictive (conversational) chatbots, often referred to as
virtual assistants or digital assistants, are much more sophisticated, interactive
and personalised. These chatbots are contextually aware and use natural
language understanding (NLU), NLP and ML to learn as they go. They apply
predictive intelligence and analytics to enable personalization based on
user profiles and past user behaviour. Digital assistants can learn a user's
preferences over time, provide recommendations, and even anticipate needs.
In addition to monitoring data and intent, they can initiate conversations. Siri
and Alexa are both examples of such chatbots. This type of chat-bot is the
type that should be used within my application as it can handle complexity
and is more personable.
Chatbot
Strengths
Using a chatbot within my application will provide an added service of one-one
communication that is conveniently secure in terms of privacy.
When relying on human power only a limited number of people can be served
at one time. Adopting chatbot technology will allow an unlimited amount of
customers to be reached in a personal way that is also cost effective.
Weaknesses
Chatbot complexity means that it can take a lot of time for the software to
develop understanding of user requirements. This ultimately results in chatbot
inability to understand on occasion leading to customer dissatisfaction. To
avoid this, I could possibly offer more of a sense of direction on how to use the
chatbot. The chatbot could ask specific questions and provide some suggested
answers. Chats can be based around certain topics that young carers face.
Time consumption is also a problem with users as multiple messaging can be
taxing and deteriorate the overall experience.
Increased installation cost also must be considered as a negative. Programming
cost and development time will both be increased with the adoption of a
chatbot and make it a risky investment.
The final thing to consider is that chatbots are not able to memorize past
conversation which forces the user to type the same thing again & again. This
can be cumbersome for the customer and annoy them because of the effort
required.

Idea Generation
Worst Ideas
An app that complements Aldi's online grocery shop that might as well be non-existent.
An app that extends the amount of time that a customer spends in store.
A meal planner that contains ingredients that Aldi does not sell.
An app that makes the customer spend way more than they usually would on a grocery shop going completely against Aldi's proposal that
customers spend a lot less shopping in Aldi.
The customer must scan every item that they have brought to get a sustainability score.
An ALDI app that doesn't update location when you move or go to a different store.
App only comes in one available language
An app that only shows where certain produce has come from but not all.
Defeats the purpose of the sustainable shopping
An app that only promotes the more expensive products, regardless of if they are more sustainable or not.
An app that only shows special offers and seasonal deals.
These things are not bad to show off and promote, but if it is the only thing the app does then that will be bad.
An app that only relies on qr scanning whilst in store.
Only information on how to be more sustainable when your shopping. Facts that are too general and don't apply to Aldi because the don't
have said products.
No being able to do any grocery shopping within the app. Also not including a sustainability section.
Just an icon next to the food in the shop that verifies that it is sustainable.
Costs more to eat sustainably.
Just a grocery shopping app for Aldi. Without a sustainable section or an initiative to buy sustainably.

What ifs?
What if we focus on creating a product that helps customers manage a balance diet instead of helping them buy more sustainably?
1. Aldi recipes app that offers meals that are balanced and healthy.
2. Meal planner generator that generates the perfect balanced diet for the customer to source, which will consider dietary preferences, cus-
tomer activity, intolerances etc.
3. Customers are given a diet score instead of a sustainability score.
What if we include the use of a smart watch to asses shopping habits?
1. Alerts can be presented via the watch when a sustainable product / a product that the customer needs is nearby.
2. Watch could show the customer how much time that they have spent exactly in Aldi.
3. Smart watches could assess the customers journey within store, what aisles they spend more time on and what products they assess for
longer periods of time.
What if Aldi wanted to deliver more groceries?
1. Aldi could allow delivery of recipes/ meal planner ingredients. This interaction will be fast and easy
2. Subscription delivery could be offered to those who want to try new recipes but are unsure on what recipes to try out as there is so many
to choose from.
3. Sustainability information should be shown alongside all products.
What if Aldi offered sustainable shopping courses?
1. Animations included within the courses which demonstrate what customers should do to be more sustainable when grocery shopping.
2. Customers are quizzed at the end of each course to test their knowledge.
3. The course could essentially be a podcast that informs customer how to shop sustainably.

What if Aldi wanted to help customers plan weekly food shops that cost a limited amount of money?
For example, weekly meal planning that costs between £5 and £10 for all meals. (Rates vary on size of family)
What if Aldi wanted to help customers have a more balanced diet?
Could be achieved by a weekly meal planner like the previous idea. Could be achieved by assessing a shop and having reminders: 'for an extra
50p you can buy some broccoli which will provide..." etc.
What if Aldi wanted to help you reduce the frequency of your shops?
Aldi could analyse the frequency of your shops to find ways they can help you save money and shop less frequently to save on travel emissions.
Could provide recipes based on what you've bought and their use by dates to ensure maximum usage out of your produce before you need
to shop again.
What if Aldi wanted to incorporate a rewards system based upon how sustainable your shopping is?
They could provide a certain area in shop which holds all the most sustainable of each type of product, as opposed to each item being in dif-
ferent aisles. This would speed up shop as well as customers will spend less time perusing the aisles. And you scan your receipt with your phone
to get the rewards. Or, they could bring in a loyalty card like Tesco, Asda, etc. And you gain more points for the more sustainable products you
get. Points lead to discounts and vouchers which you can redeem via the app.
What if Aldi engaged more with the local communities?
Aldi already stocks their stores with goods from local farms and locations, but what if they engaged in the community to produce unique con-
tent for the Aldi or encourage more people to learn how to grow and contribute to the society. Teaching people how to grow their own produce,
or how they can work with Aldi towards a more sustainable future.
What if Aldi performed sustainable classes/workshops?
Teaching the locals, or via app with weekly classes, on how to look after their produce to last as long as it can, plan meals to use everything and
not waste. How to use their waste and recycle their waste etc. and how to shop more sustainably.

Card activity
One of tutors kindly put
together a card activity to
help us generate more ideas.
This card activity helped us
to think outside the box and
generate quite a lot of new
ideas within a short time
period. This activity consist of
us drawing 2-3 card out packs
organised and trying to relate
ideas to the cards picked.
This card activity is definitely
something we would look
recreate in the future if we
are ever struggling to come
up with ideas.

The healthier the plant
grows when you collect
more sustainable points,
and your shop average is
highly sustainable.
This plant grows the
quickest and fullest
and gives you the best
discount rewards.
This plant is healthy, but
could do better. It grows
at a steady pace and
gives good discounts
but not as good as the
healthy plant.
This plant reaches
maximum height like the
healthy plant in same
speed, but will need
some extra care in order
to make it fuller like the
healthy plant for the
extra good discounts.
This plant is unhealthy,
and not being cared
for well. The users
shopping needs heavy
improvement to be
more sustainable and
currently the shopping
habits are not good
for the planet. This
plant will never reach
maximum height unless
some serious changes
to shopping habits are
made then this plant will
not grow enough.
Healthy Plant
Average Plant
Wilting Plant
This app will provide users with a representation of how sustainable their
grocery shop has been. This representation is in the form of plant. The healthier
the plant is, the more sustainable the user has been.
The app will also generate personal suggestions on the subject of how the user
can be more sustainable
The app could also provide the user with discounts once effort has been shown
to reduce their enviromental impact.
Initial ConceptsCultivate

This app is aimed at families who want to be more
efficient with their food and make meals from
scratch. The app will provide user with recipies that
are healthy, sustainable and cheap. Recipes could
be organised into categories based around these
three areas:
•
• March inspired recipes: Use in season ingredi-
ents and inspired by events within the month.
• Eat well for less/ on a budget: fits with the Aldi
incentive of providing quality products at great
value.
• Love your leftovers: aimed to reduce food
waste. Inspired by the love food, hate waste ini-
tiative which Aldi promotes on their website.
The app could also feature videos from Aldi's You-
tube channel, The Taste Kitchen, and provide easy
access to this Youtube channel.
As well as great recipes, the application will also
show of Aldi products and provide users with infor-
mation about such products.
Aldi Recipes

An app allow users to see where their food has
come from. Once a QR code, presented on the
product packaging is scanned, it will show the user
information presenting where the food in question
has come from and how it has been prepared.
It will educate users both young and old, where
their food has come from and how far it has
travelled. This is something supermarket shoppers
rarely know anything about.
Origins
Using chat-bot technology this app will allow users
to talk to fruit and veg and farm animals which will
educate the users on how they have grown/lived
and on enviromental impacts.
Talking to fruit and veg and farm animals will be
an interesting as well as peculiar activity for all
families.
Conscience
Originally this idea was two separate ideas within the idea generation process:
These two separate ideas would work well combined. Access to the chatbot would be placed within the
supplier information. The supplier information I would need for this idea is on the Aldi website. Within this
suppler information there is plenty of knowledge given on sustainability.
The technology that is used within this idea makes it a lot more alluring and interesting. With a product
that is built to educate, it is very important to make the product as enticing as possible.

For the conscience idea we decided to create some chat-
bot characters which the users would 'talk to'.
It was important that these designs felt approachable
and sympathetic, so we designed the character avatars
as cute cartoons. Bright and colourful colours would be
used to compliment the kind complection As you can see
the characters we design have soft features. We gave the
characters big eyes which are often given to cute and
friendly characters

Chosen Concept = Aldi Recipes
We presented our initial ideas to our tutor and those that set our brief for the purpose of gaining feedback
to help us to decide on what concept we would take forward.
The Aldi recipes concept was the favourite and is the idea we will take forward. It was said that they liked
how the recipes were categorised under titles that either fit with the Aldi brand and/or sustainability. They
said that it was obvious that we knew the Aldi brand so well and this had been demonstrated well within
the Aldi recipes idea. This idea helps change behaviours of users as well as educates them. Taking this
idea forward, we should expand on changing such behaviours by including a shopping list which will help
users to pre-plan their shops at Aldi, which will reduce impulse buying. Users will reduce their enviromen-
tal impact using this app as they are buy less factory-made produce which bad for their health and the
environment and buy more fresh food that is locally sourced and in season.
They liked the idea of representing users sustainability efforts with a plant however they communicated
to us, and we agreed, that its not a feature for a supermarket application. It maybe could be a feature
for a gardening application for example, but not a supermarket application. I feel that with cultivate we
were trying to think outside the box but thought to outside the box. .We tried to do this as a lot of other
groups also had the idea of including some sort of rating system which would provide users with rewards.
For those that set the brief the final idea which combined two ideas into one was 'too weird'. They found
the idea of taking to fruit and veg and farm animals peculiar. They saw this idea to be more for a cam-
paign like PETA which try to persuade people to not eat meat and dairy produce.

Comparative Research
Good Food
“This is a new version of the BBC Good Food app, which will give users access to BBC Good
Food's extensive recipes database. Key features are:
• Access to unlimited BBC Good Food recipes, including the latest, trend-led dishes fresh from
the BBC Good Food team.
• Browse a growing selection of thousands of recipes, and new dishes are added all the time
• Search for the latest, trend-led BBC Good Food recipes
• Save your favourite recipes all in one place
• Add these recipes to an unlimited number of your very own COLLECTIONS
• Rate your favourite recipes
• Start saving and organising recipes on one device, and resume on another
• Access all your recipes and collections saved on the website.
• New! Now you can easily share your favourite recipes and recipe collections with family and
friends.”

Strengths
From reading the reviews it is clear that users are very happy with the
structure and legibility of this application. The app is quick and easy to
navigate as recipes and buttons are clearly labelled.
The application gives users access to a huge recipe database providing
'culinary inspiration'.
A personal profile provides user with a place to save their recipes to.
A search engine is provided so users can easily find specific recipes they are
looking for. User can search by ingredient, dish or keyword.
Weaknesses
Adverts within the website are an annoyance to some but unfortunately
are a necessity providing income to allow users free access.
Reviews are important within a recipe app but for some reason good food
does not provide access to them. Users of recipe app’s like to study such
reviews as they tend to 'contain many helpful suggestions for making or
tweaking the recipes.

Yummly
“Yummly is your smart cooking sidekick, offering personalized guidance
every step of the way. From recipe recommendations just for you, to handy
tools and helpful videos, Yummly has everything you need to improve life in
the kitchen. Experience what millions are enjoying on the web, free on your
iPhone, iPad and iPod touch.”

Strengths
The addition of 'Just for you' included in the homepage makes the
application more personal.
Categories, which the recipes are organised into, are clearly labelled.
Ingredients recognition is used as a search engine tool. This tool involves
yourdevicecameracoupledwithadvancedimagerecognitiontechnology
to detect ingredients you have on hand and provide recipe inspiration.
The shopping list is easy to edit and is clearly listed.
The application is highly inclusive. It provides a whole range of delicious
recipes for many different dietary preferences.
Weaknesses
It is not at all obvious where the user finds the directions for recipes.
Users have to selects the recipe timings to gain access to directions.

Key Comparative Research Insights
Personal Profile: Our application should have a personal profile so user can save recipes they like and revisit
them at any time. It would also be a great idea to provide users with recipes based on their preferences which
they could highlight within setup, and change at any time within settings.
Dietary preferences: The application needs to provide recipes for all dietary preferences and should not
discriminate.
Multiple search options: As well as a typical search engine to find recipes, the app should also feature a filter
option. Instead of image recognition, which wont always be accurate, users should be able to search for culinary
inspiration using the barcodes recognition tool. This tool will persuade users to consider ingredients that they
already have in their cupboards, reducing food waste.

Problem, Solution and How it works?

Hi-fi wirefames development
During the development of my appli-
cation I looked to the Aldi app as a
guide for aesthetics and typography.
Our app consists of multiple elements
inspired by the Aldi application. To
name a few, title are written in capital
letters, the global navigation bar con-
sists of both icons and text, and seg-
mented controls. I could not find out
the exact type that is used within the
Aldi application so I used type which I
thought was very similar.
I used Iphone user interface templates
to help me to make sure that the
app design fit guidelines as much
as possible. If I had more time I
would have studied these guidelines
thoroughly within research.

The homepage is dived into a multitude of categories which are broken up into manageable chunks
using background colour and advertisements.
Categories are clearly labelled . Category headings stand out as they consist of only capital letters. The
categories that are included within the homepage all promote the Aldi brand aims and/or sustainability:
• Monthly Inspired Recipes consists of in season goodness and recipes inspired by events within the
month in question. It could also feature recipes that consist of ingredients that is on offer in Aldi
supermarkets.
• Taste Kitchen is Aldi's Youtube channel which was built to inspire people to cook meals from scratch.
It shows off a multitude of recipes in video form. The app will provide easy access the channel and
show off most recent videos,
• Most popular is pretty self explanitary. It will of coarse show off the most viewed recipes which are
alos highly rated.
• Love Food Hate waste is of coarse inspired by the love food hate waste programme which is
featured on the Aldi website. It will feature recipes which consist of ingredient that the UK population
tend to have in their cupboards. Furthermore it would feature feature ideas on what you can do
with leftovers.
• Quick and Easy recipes are perfect for people that don't have as much time on their hands but
want to cook meals from scratch. .Quick and easy is a moto that has also been implemented into
the shopping experience.
• Healthy recipes are low in carbohydrates. They sometimes use alternative ingredients. this category
fits with Aldi aim of porividing good quaity food and promoting healthy balanced diets.
• Change 4 Life recipes are featured within the Aldi website. Change4Life focuses on prevention and
aims to change the behaviours and circumstances that lead to weight gain.
•
Users can browse categories at ease. A variety of options are clearly listed within one page with the help
of horizontal scrolling lists.. Horizontal scrolling lists are a common layout practice, which reduces the
vertical space of devices with smaller screens.
Final productHomepage

Search
Barcodes Recognition
Like the BBC Good Food app users can search for recipes via
ingredient, dish or keyword.
Users also have the option of using the barcode recognition tool
to select ingredients. This tool would persuade users to try and
use up ingredients they already process. This tool will help to
reduce food waste.
User can scan up to 5 barcodes at once.

Filter
The filter options that are presented are also the filter options that are available on the Aldi website..
Originally these filter option were going to be incorporated into the homepage, but I thought it was best to
reduce the amount of categories within the homepage to make it alot neater.
Out of all the filter options availible, the most important is dietary and lifestyle. This makes the application
highly inclusive as it allows all users easy access to recipes they'll love, despite dietary preference. From
completing comparative research we were able to find that finding culinary inspiration when the user has a
paticular dietary preference is not always the easiest task.

Recipe Information
The save to profile and add to shopping list are clearly
located at the top of the screen.
I have also made sure that the application provides as of
access to reviews which are seen to be a very important tool
for recipe applications as user tend to study the reviews for
suggestions from other users.
Segmented controls provide ease of access to ingredients
and method also witch are clearly listed.

Product Information
Within the site users are able to view product information. As Aldi
does not provide a delivery service, grocery product information is
sparse on the website. This is why it was even more important for us
to provide this information within our website.
I have provides pounds per kilogram value to communicate to
customers the great value for money that you get at Aldi .
I have also made sure that any sustainable certification is clearly
shown on the page next to the product image. I was originally going to
design badges representing sustainable efforts like the badges seen
within the Almond app, however professional certification represent
high levels of quality and are highly recognised.
I felt it was also important that nutritional information and
allergy advice was portrayed boldly as these were found to be
the information the interviewees would look for when in store. By
providing this information on the app, users will save time in store
as they wont have to scan the label for product information as they
would have already looked at it on the app.

Profile
It was important that I provided users with a personal space within the application that they could save their
recipes to. Personal profiles within applications provide a better user experience.
within this page, recipes are suggested to the user based on their personal preferences. These personal
preferences are highlighted by the user during set up. They can change their preferences at any time within
settings which is also located within profile at the top of the interface.
Last but not least, users are able to gain quick, easy access to recipes they have recently viewed. This was
something that was a definite must to include in my opinion.

Shopping List
I made sure that the shopping list was easy to follow. I made
sure that products were clearly listed and are organised into
categories based on product sections found in the Aldi store.
I was going to list them in order of product you come across
in store, but from shopping at Aldi myself I know that products
arnt always in the same areas within different stores.
Users can easily notify the app that they have collected an
ingredient by simply tapping on the product within all products.
Within the recipes section they can access the product
information.
Images of products provide a visual aid to help users find the
products when in store helping to speed up the process of
shopping in Aldi. Speed is something Aldo is keen to implement
into their shopping experience, so i made sure our mobile
experience sped up the process of shopping.

Service Blueprint
User
Interaction
Front of
Stage
Back of
Stage
Support
process
Phisical
Evidence Signing up Product In store Feedback
Input user de-
tails
Set
preferences
Browse recipes Save recipes/
add to List
Review
products Check List
Provide
feedback
Insure info provided in the app is
avalible in store
Make sure shelves are fully
stocked.
Plan content of the recipe ap-
plication
Sort recipes/
product info
Maintain app
content Update regulary
Review
feedback
Build a customer database Update product da-
tabase
Set up and proivde
in store info
Provide tech training Take feedback
into account

User Testing
Due to being on lockdown because of the covid 19 pandemic we was unable to present
our application to unbiased individuals. Instead we had to get feedback from our
households. In the hope of receiving some unbiased feedback I asked testers to review
it as if someone they did not know had designed it.
ToprovidethetesterswiththebestviewoftheappIshowedthemtheappwalkthroughs
created using after effects. I also provided them with a description of the application
so they would understand its aims and elements.
The following stenghs and weaknesses were highlighted:
Strengths
Aesthetically the app is clean, well stucturedthe and bold.
It is clearly easy to navigate. Horizontal scroll lists allow users to browse with ease.
Provides easy access to a multitude of recipes.
A shopping list that is personal to Aldi is a great idea as it adds to shoppping experience
and shows off Aldi products.
Weaknesses
There is nothing on the homepage to shop that its an Aldi app. The app should be
utilised to advertise Aldi more.
Addition of an overall recipe cost would be great.

Advert Development
Moodboard Moodboard

What I wanted to achieve with the video was a
simple and concise representation of all the features
the app. Furthermore, how it can make shopping at
Aldi easier, faster and more sustainable. I came up
with a progression of a man walking to Aldi in his
trolley and using the app. In between each scene of
the man I incorporated a descriptive scene in which
you would get some more detailed information
about the functionality of the app.
This layout then got changed and we decided to
move the scene of the man pushing the trolly to the
end of the video after the Shopping list description.
This made the video flow better as well as getting a
better understanding of how the app worked.
The stylistic approach to the animation is more in accordance with Aldi’s design and colour
scheme. The dark blue is taken directly from the Aldi website. The choice to use only white for the
character and cart is to make a simple and clear idea. The majority of the app promotion videos
include a lot of geometric and simple but effective motion design. What I used for Inspiration was
the advert for Headspace, Waze, McDonalds, Apple, Starling Bank. I drew inspiration from hand
drawn animation from Olof Storm, Félicien Colmet Daâge, Yotanka and Greg Sharp.
Storyboard

For this scene I used 2D hand-drawn animation and drew a number of
different poses to create a looping walk-cycle. Using the image below
as reference I copied each pose. However I wanted the man and the
cart to move in the same spot and have the background moving. This
way achieving the illusion that the man is walking down a shopping
aisle. By not moving the body of the character and just changing the
poses of the legs you can achieve this effect. As you can also see in the
picture below it is important to incorporate a rising and a falling move-
ment in the body. This gives a more realistic feeling. If you accompany
it with the trolley following the movement, it gives the illusion that the
cart is getting pushed .
The animation was done using the video layers in Photoshop. With
these you can create short looping animations. Perfect for making sim-
ple hand-drawn scenes such as these. This cycle consists of 8 different
drawings that complete the illusion. This loop is also12 frames per sec-
ond, the standard for hand drawn animation.
Trolly Animation

Aldi uses this typography on important headers on their website. Therefore, I
thought it would look great as the introduction and logo of the app. This ties in
nicely with the rest of Aldi’s aesthetic and makes it look like a real Aldi product.
To recreate this type I decided to hand draw all the letters. I also made sure to
follow the exact colour pattern as the headers on the Aldi website.
In regards to the animation I didn’t want to make it too complicated as intro-
ductions to app adverts or prototype videos are usually very simple. So I opted
for making each letter appear separately and have them shake slightly. This
gives it a more playful and approachable look but still looks professional.
Recipes Title Animation

Aldi Logo Animations
For this short animation I used After Effects software. I used the Aldi logo as
reference and redrew it through the shape tool for the coloured borders.
I then added a trim path to each box, so that I could make the shapes draw
themselves and edited the opacity so that you can only see the border.
Then, when I made the logo A fade back into view I faded in the individual box
backgrounds too. I also edited the line in the setting from a butt cap and into
a rounded edge. This made the lines smoother and got rid of the sharp jagged
edge it originally had.
On the right side of the image are the keyframes (the dots and hourglass
shapes). On the left is the options and the trim paths. I simply animated
the start and adjusted it from 0 to 100% at each keyframes. The hour glass
shaped keyframes are ‘easy ease’ keyframes which add an acceleration
and deceleration to the movement. So it speeds up slowly and slows down
instead of a constant speed. This is also a principle of animation (see ease in
and ease out).
For the second short animation, I animated the scale of each box, from 0% to
100%. This made them grow from the centre and back to original size.
I then added into the scale the Internal Bounce script. This script made the
boxes bouncy and followed through when they stopped growing. This is one
of the principles of animation to add realism to a piece of work. This stops the
object from stopping abruptly and it makes the movement smoother and
easier on the eyes. This principle is called follow through, as the box expands
further than its actual size and shrinks back to its normal size.

For the outro of the video I recreated a similar outro that Aldi have in one of their Aldi Kitch-
en Youtube videos.
Starting off with four different coloured rectangles that scale up into the border of the logo.
Then, following a tutorial on how to create bouncy text I created the ALDI text animation. In
the tutorial however, the text flows upwards. I just inverted the parameters so that the text
would flow downwards. I then proceeded to mask out where the original text starts so that
it looks like it appears from thin air. After that I faded in the A logo and scaled up a light blue
circle that engulfs the screen and turns it into a light blue. Finally, I had the Aldi Recipes icon
appear from the side. This is a way of showing that the app is a product of Aldi.
Bouncy Text Tutorial by Animation: https://www.youtube.com/watch?v=JXZ-1cwz_sk
Outro Logo Animations

App walkthroughs
To create the walkthrough we used
after effects. By changing opacities,
scales .and product position and using
effects such as fade in + out we were
able to create a compelling 'working'
application.
We created new element in xd so we
were able to show off the horizontal
scroll lists within the walk through.

Rotoscoped Animations
Rotoscoping is a form of animation which involves an animator tracing over
the top of another piece of medium frame by frame to produce the illusion
of movement.
This has evolved into different forms of styles. An animator can draw over
the top of live action footage to get realistic movement, or they could add
in special affects later (for example the lightsabers in the original star wars).
Another way an animator could rotoscope is through the use of software such
as Nuke or after effects where they can remove something from the footage,
such as the words on a sign, or the screen of a pc, and replace it with other
footage/still image or a piece of animation.
For the rotoscope animation I worked on, I first had to open Photoshop and
change the workspace to a motion workspace in order to open the timelines
at the bottom.
When these timelines are open I can insert a video file as a layer and using
separate video layers I can draw over the top and rotoscope.
As you can see here, I adjusted the opacity of the video layer so I could see
my drawn lines easier and drew over the video frame by frame (can change
the frames in Photoshop by pressing the arrow keys when on the timeline).
In order to see the frames behind I activated the onions skins, this allowed me
to easily see how the drawing looked in the previous frame to avoid it being
too dissimilar or too similar. When the previous frames are too similar it can
remove from the illusion of movement, especially with the lack of detail.

Voiceover Script
Recipes Title page:
Introducing Aldi Recipes, helping you and your family to truly eat well for
less.
Home:
Take the best flavours of the season and turn them into delicious dishes
with our fantastic collection of recipes. We've catered for every diet and
food preference, so we can promise, with the help of our multiple search
options, you can find plenty of tasty ideas you'll like.
Home (once prawn recipe ingredients comes up):
Review Aldi products within and view product information including sus-
tainability certification and allergy advice.
Profile:
Save the recipes you would like to try to your profile, where we have also
listed recipes based on your preferences highlighted during set up and
recipes recently viewed.
List:
We have armed you with a shopping list, so your less likely to forget any-
thing while in store.
Outro:
Aldi recipes, download now, why wait?
Text Descriptions
Home
• Tasty recipe inspiration for all.
• Browse at ease using multiple search options.
• Categories based around eating well and sustainably
• Product information provided
Profile
• Save recipes you love to your profile
• Perfectly personalised
• Easy access always to the recipes you’ve viewed.
List
• Consciously listed and categorised shopping list.
• Product images provide great visual aids
• Add to and edit your shopping list at ease.

The music I used for the video is a song by Marc Neely called Innovation Corporation which is copywrite free.
For the video I wanted to choose something that wasn't to overbearing and didn't draw too much attention
as it had to go under the voiceover.
I aslo wanted something that was in a major key and was uplifting. This would fit well with Aldi's brand and
help sell the product more. If I had chosen something in a minor key it wouldn't be so attractive.
I recorded the voiceover into Ableton Live 10 using a Rode
Condenser Microphone. I recorded all the different parts
into different tracks so I could adjust the gate to make sure I
was getting the least amount of room noise as possible.
My audio chain consisted of a Gate, EQ, Compressor and a
little bit of Reverb. This way I made sure that my voice would
sound nice and clear.
I also tried to speak in a more non-regional english accent so
as to make sure I could be understood perfectly.
Adding Music and Voiceover

Progression & Versions
Version 1:
This first version of the video included the introductory Recipes animation, The trolley animation, the
walkthroughs and the music. Following my storyboard I started animating the transitions between
scenes.
Version 2:
In this second version I included a traced version of the Aldi logo I had made in Photoshop to the
background of the man pushing the trolly. This way I created the illusion of the man going to arriving
at Aldi. I also masked the traced logo over the end to get an idea of what the outro would look like.
Version 3:
In this version I received the text and the walkthroughs so I replaced them and I finished making
the outro. I also received the rotoscope and I fit that in too. After getting feedback I rearranged the
scenes so that the man pushing the trolley was before the outro instead of being after the intro. Fur-
thermore, I moved the Profile scene so that it was before the Shopping List scene. I also removed
the traced Aldi logo as it didn't fit and wasn't accurate.
Version 4:
I polished up some of the transitions and animations as well as adding the voiceover.
Version 5:
Made sure everything was aligned properly and that everything flowed nicely into one another. This
includes the voiceover.

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