App design

The team had the task of creating a business idea that was both sustainable and food-related, so to start this process we adopted a design thinking approach. As a first step, we began the discovery process, trying to identify the opportunity in the market or create one based on the possible findings. Because of this, the team tought to do research and understand possible consumers and users. The research was done both quantitatively, with people of the same age group answering a form, and qualitatively, interviewing students and understanding their consumption habits.

After collecting data on sustainable consumption, the definition phase began with jobs to be done, a way of understanding and empathizing with potential consumers. From the results, it was easy to see that the most talked about problem among the different groups of people interviewed was the price and the lack of convenience when it came to buying sustainable food. Now to really understand our target audience and define the challenges they are facing, we created two personas based on the research. With very different perspectives on food, health and sustainability, it was possible to define their main challenges. By using customer insights we can define the root of the problem, and create solutions or products that will actually solve their problems to a degree. Additionally, we created empathy maps, in order to make sure the problems we defined were true to the research we gathered.