Cultivating Sustainability. Empowering agriculture through user-centered research.
In collaboration with Yara International, we embarked on a mission to explore sustainable practices within agriculture and food supply chains. The objective: evaluate and refine an early-stage value proposition aimed at reducing greenhouse gas (GHG) emissions, focusing on the needs of farmers and food chain companies (FCs).
Our approach centered on human-centric research, conducting in-depth, semi-structured interviews with German farmers and European food chain professionals. This qualitative method ensured a deep understanding of their unique challenges and perspectives. Key aspects included:
Collaborative Design: Working closely with stakeholders to align insights with the project's sustainability goals.
Iterative Exploration: Synthesizing findings through affinity mapping to uncover actionable insights and opportunities.
The outcome was a foundational understanding of stakeholder needs, informing the iteration of the value proposition and identifying key areas for developing solutions that harmonize business objectives with environmental imperatives. This project underscored the importance of empathy-driven research in addressing complex, systemic challenges like sustainability and showcased the value of interdisciplinary collaboration in crafting meaningful, user-centered solutions.