Plant Based Nutrition - Research Introduction
Be Kind. Do Good. Have Fun.
Welcome back to Exploratorium!
As last week each one of you agreed we’re switching to English.
We have ambitious dreams and we would really like to make this opportunity easy and useful for everyone in every corner of the world.
How has been your experience so far?
We would love to have your feedback on the previous weeks. Especially negative feedback, something you didn’t really like (we won’t take it personally).
Can you reply to this 5 simple questions?
This week prototype - Premises
More and more people are prone to abandon an omnivorous diet due to salutary, ethical and ecological reasons and therefore:
Lower the pollution caused by meat industry
Fight animal cruelty brought by the animal-based products industry, the inherent suffering of animals deriving both from meat (lives) and animal based (life conditions) consumption
Research of a healthier nutrition habit following a plant-based diet
A trend that gained even more traction after Covid19 following the belief many cases could have been originated in meat processing factories - which eventually led to more and more awareness of these issues in the public.
We added an additional step to the process
With such a discussed topic this Exploratorium sprint workflow has been updated with the introduction of a new phase: the User Experience Design Showcase.
This new phase of our well oiled process allowed us to identify what knowledge people look for thanks to a human centered process.
So we conducted an additional user research with 225 target users mainly driven by 2 open questions:
What is the biggest hurdle for the target to adopt/maintain a plant based diet?
What does the target believe might simplify them to follow an exclusively plant-based diet?
We were able to discover relevant and concrete patterns, insights and assumptions we couldn’t have known before, and to be further validated.
This new approach brought us a huge amount of genuine and targeted answers.
Activities summary
User research on 225 targeted users allowed us to understand:
The most common doubts and fears before starting this diet are:
missing the taste and texture of classic food;
fear of not being understood by family and friends;
above all, doubts on how to maintain a correct nutrients supply
The most common hurdles in adopting a plant based diet are:
doubts about how to maintain a correct nutrient supply
difficulties to maintain a plant based diet while traveling
a lack of plant-based ready-to-eat products;
plant-based-friendly restaurants and places in general;