Overview
VEGAN DIET
In this Lextant certificate program called Methods of Contextual Research at SCAD, we learned principles and techniques to conduct future-focused research that is actionable across all functions of an organization. Our team conducted Contextual Research to discover the Ideal Experience of Vegan Diet through qualitative research methods. We uncovered in detail what users want through Emotions, Benefits, Features, and Sensory Cues.
UX Research
Design Framework
Ethnography
10
Weeks
Team Project
Spring 2021
Indesign
Photoshop
Miro Board
Reasons to go Vegan.
PROBLEM
The vegan community has existed for a while, despite the knowledge of many. Now that it is a growing trend, there has been curiosity towards this lifestyle and a lot of people are becoming eager to embrace this diet. People are aware of the vegan diet in some way, but the real understanding of it stays at surface level oftentimes.
Many have a negative perspective of vegans, characterizing them as delusional, angry people and this certain stereotype is often the only representation that people have of someone in the vegan community. There are significant positive implications not only to the body but also to the planet when being on this diet, however, a lot of people deem it too extreme and difficult to follow.
For the Animals
For the Health
For the Environment
Preventing the exploitation of animals
Contain all the nutrient that our body needs
Lowers our carbon footprint
DESIGN OBJECTIVE
To re-imagine and redefine our food choices and build a safer, more sustainable and healthier world.
Our objective with this research is to open a new path of discovery to those who are, want to or even just looking at the vegan diet. To establish a blank and unbiased canvas where the vegan perspective is painted a new light. Allowing anyone a safe space for discovery through their own terms.
The ideal experience of Vegan Diet
In order to arrive at the values, we compiled all the raw data and looked for patterns and commonalities among the participants. What you will see is a synthesized representation of the vegan experience.
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We synthetized representation of what the vegan community values. Feeling connected is the core emotion, as represented by the framework. Surrounding the core are the four main propellers of the journey: Experimental, Aware, Healthy and Accommodated. Around the propellers are the twelve values supporting the core: texture, flavor, homemade, sustainability, ethics, local, safety, nutrition, natural, affordability, accessibility and convenience.
Design process
METHODS AND TECHNIQUES
The qualitative approach to this research was designed to reveal emotional insights, the needs, concerns, and aspirations that leads to a safely and successful embrace of this lifestyle. To pursue our objective, we conducted a program of research with a total of 72 participants aged 20 – 60 in Savannah GA, the participants we had come from diverse backgrounds, from dietary habits to different occupations.
We used different methods of data collecting, we had 1-hour long interviews as well as a screener survey, a cultural probe and an in depth 2 to 2 and a half our long workshop where each participant brought up to surface their sensory needs and attributes to deeper understand what they are calling for. We arrived at 12 key values that factor into their journey, how they live their lives and how they aspire their diet to look like in the coming future.
3
Research methods
72
Participants
18
Interviews
4300
Data-points
STAKEHOLDER MAP
GALLERY : CULTURAL PROBE
Cultural Probe Activity at Forsyth Park, Savannah, GA
SENSORY CUE WORKSHOP
ANALYSIS
What you see here are 4300 data points that we collected from our interviews, cultural probe and sensory cue activities!
FRAMEWORK
Below is a synthesized representation of what the vegan community values. Feeling connected is the core emotion, as represented by the framework. Surrounding the core are the four main propellers of the journey: Experimental, Aware, Healthy and Accommodated.
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Around the propellers are the twelve values supporting the core: texture, flavour, homemade, sustainability, ethics, local, safety, nutrition, natural, affordability, accessibility and convenience.
Connection is a powerful tool for those part of the vegan community.
A network of like-minded people is an important factor for education allowing people to have a sense of belonging by hearing the voices of those who seek the same changes in the planet.
The deeper relation that is created between body and environment is a motivating factor for endurance of the practices. Having the reciprocity of being allowed a place of speech and ultimately existence is sign of success for a vegan and associating oneself to brands that thrive for ethical practices is a convention.
Symbiosis Community Center
DESIGN OPPORTUNITY
Looking at data for as long as we did, there comes a time that design opportunities present themselves as synthesize patters are emerging. Looking at the framework, considering the 12 values, and understanding the user needs here is a potential design opportunity that might facilitate vegans towards the ideal feeling of connection.
Symbiosis Community Center : where people have access to affordable farmers market and grocery stores, community gardens, an accommodating affordable restaurant that uses the resources from the community garden, a learning center with courses on permaculture, composting and much more.
Following the creation of the Framework, we compiled our findings and user insights into "The Client Book," a thorough yet easy-to-understand user guide. The Client Book evolves into a handbook for design innovations and satisfying user experiences. It demonstrates how to analyze user stories, as well as their issues and wants. It also includes direct quotes from the interviewees, making it a highly valuable compilation of unfiltered human data. It is accompanied by pictures that not only elicit the appropriate feeling and foster empathy but also open the door to imagination and creativity. This book tells the tale of our users' journey in a simple and actionable way for designers. It's created by and for our users!