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Innovation Design Engineering (MA/MSc)

Jiachun Wei

Jiachun is an interdisciplinary designer who is passionate in product, system, strategy and service design. She is creative in tackling complicated problems and producing innovative solutions. She is good at using a human-centred design approach so as to discover, understand and empathize user needs both emotionally and physically during the design process.


Jiachun graduated from Donghua University (China) and finished her double-master program in Innovation Design Engineering at the Royal College of Art and Imperial College London. She has a wealth of experience in team work and is interested in providing a variety of perspectives. She is skilled in communicating with members from different backgrounds. The ability of expressing and listening makes her quite flexible in team-working to quickly adapt and adjust her role, leading to design solutions that are creative, effective, and innovative.

Show Location: Kensington campus: Darwin Building, Lower ground floor

CarbonColor is a project focusing on forming a sustainable food shopping pattern in the long term by enabling people to purchase low-carbon food. Facing the urgency of climate change and reaching the net-zero target in the UK, reducing carbon emissions is not just the responsibility of business and industry. An actionable behaviour change from consumers is also required. On one hand, consumer behaviour is tightly linked with the production process and consumption. On the other hand, it is meaningful to construct a system in the food system which could be replicated, amplified, and scaled up.

By designing a colourful barcode on food packaging, CarbonColor innovatively eases the decision-making process when shopping low-carbon ingredients and indicates the environmental impact of the food supply chain. The final outcome includes a platform made for supermarkets and a related device catering to consumers. For consumers, it could educate people to have increased awareness of how their shopping behaviour actually benefits the environment. For producers, the system could help increase their brand value. People who are aware of the environment tend to visit stores with a green reputation and buy products produced in a low-carbon way. 

CarbonColor provides a thinking about what food systems will be like in the future and creates a possible practice for the society to transition to the "post-carbon economy”.

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