As a UX Researcher supporting a Senior Researcher, I contributed to a project focused on exploring sustainable practices within agriculture and food supply chains. The goal was to evaluate and refine an early-stage value proposition aimed at reducing greenhouse gas (GHG) emissions, with a focus on the needs of farmers and food chain companies (FCs).
Research Approach
We conducted in-depth, semi-structured interviews with farmers based in Germany and food chain professionals across Europe. The interviews were tailored to each group’s language and context, reflecting their unique challenges and perspectives. Key aspects of the approach included:
- Human-Centric Focus: The research prioritized qualitative insights over quantitative measures to ensure an in-depth understanding of participants’ experiences.
- Iterative Exploration: Findings were synthesized and categorized through affinity mapping, leading to actionable insights and opportunities.
- Collaborative Design: The research team collaborated closely with stakeholders to align insights with the project's overarching sustainability goals.
Outcome
The research provided a foundational understanding of stakeholder needs and challenges, which informed the iteration of the value proposition. It also identified key opportunity areas for developing solutions that align with both business goals and environmental imperatives. This project highlighted the importance of empathy-driven research in tackling complex, systemic challenges like sustainability and demonstrated the value of interdisciplinary collaboration in creating meaningful, user-centered solutions.
