Overview

Moosh is a retail concept educating consumers about psilocybin-containing mushrooms and offering psychedelic mushroom tea. From ideation to execution, it reflects an industry shaped by psilocybin decriminalization in California. We used speculative design and strategic foresight to navigate this emerging sector.

Goal

Lead the design and development of a pop-up experience, guiding a creative team to create a warm and educational brand and environment. Our objective was to blend elements of the medical industry with the natural healing approach of psychedelics.

Outcome

• Successfully tested retail experience with over 25 participants engaging in the final physical pop-up
• Developed a "warm medical" brand identity including look, feel, and messaging
  
• Designed information and layout with live copy for effective communication
  
• Implemented flow and spatial design to enhance user experience
  
• Explored possibilities for extending the concept through UX and e-commerce
  
• Optimized user journeys and interactions to maximize engagement
  
• Enhanced accessibility and inclusivity through thoughtful design decisions

ROLES

• Exerpience Designer

METHODS USED

• Challenge Statement
• In-depth Interviews
• Customer Journey Mapping
• Value Proposition Design
• Prototyping
• Usability Testing
• Information Architecture
• Visual Design
• Physical Pop-up Design
• Testing and Validation
• Presentation Design
• Cross-functional Collaboration
• Project Management
• Strategic Planning
• Design Thinking

TOOLS

• Zoom
• Notion
• Miro
• Canva
• Illustrator
• Figma
• InDesign

TIMELINE

September - December 2023 (3 months)

Research 

Analyzing competitive markets and conducting in-depth interviews with potential customers.

Competitive Analysis

1. Cannabis dispensory
2. Supplement store
3. Spice shop
4. Supermarket

Interviews

1. Spiritual Forager
2. Entrepreneur
3. Medicinal User
4. Novice User

Dimensioning

1. Framework Formation
2. Challenge Statement

Storyboards 

Key insights:

• Analogies enhance engagement (e.g., "Alice in Wonderland").
• Multi-sensory approaches boost memorability.
• Personalized experiences enhance security, particularly for first-time users.

Concepts

Rapid prototyping spurred innovative ideas across technology, sensory experiences, and conceptual designs.

Refined Challenge Statement:

"How might we responsibly inform and guide the purchase and consumption of psychedelic mushrooms?"

Tunnel + Pods

• “Alice in Wonderland” welcome tunnel
• Experience pods

Trip Sitter

• AI powered silicone mushroom “Trip-Sitter”
• Safety features like emergency contacts, location finder, breathing exercises

Tea House

• “You-pick” mushroom selection process
• On-site magic mushroom tea ceremony
  

Micropilot

Aimed to test riskiest assumptions and uncertainties about the retail experience.

Goal:

Learn what was most engaging to shape a more delightful and educational experience for participants.

Entice

Participant invited to Moosh Grand Openning via social media.

Enter

Participant completes survey measuring psilocybin knowledge.

Engage

Participant selects the strain, dosage, and tea flavor.

Exit

Participant experiences an educational consult with Moosh Trip Guide.

Extend

Participant engages with Moosh Passport.

Key Learnings

• Designed experience without digital UX to align with honoring psilocybin mushroom culture.
• This project served as proof of concept for branding, experience, and information design; next phases would integrate digital interface design.
• Embraced diversity of ideas while remaining flexible throughout the process.
• Focused on improving delegation and leveraging team strengths.
• Emphasized teamwork and collaboration in achieving ambitious goals despite legal challenges.