Sophia Rowland 

Design & Strategy 

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srow.design@gmail.com

© 2019 Sophia Rowland

Usability testing 

Main Concerns

How do you measure family achievement?

Only negative feedback when it comes to security Kids and parents are interested in different things Missing collaboration

Usability Problem

Problem with affordance Need to have a hierarchy  Some button labels are confusing

Food Cult

Design Research

Fall 2018 | Team: Sophia Rowland + Eunice Han + Sungbum Park + Yan Ting 

Design Research | System Design | User Experience | Prototyping & Modeling 

Project Objective 

Generate a thesis based on real world observation and create a research plan to interview, collect information and prove or disprove the thesis. 

Project Thesis 

Have certain eating regimens become so extreme that they have become cults? 

Cult

/kəlt/

Noun 

We defined "Cult" as a group of people that choose to immerse themselves with a particular group of people sharing the same beliefs, often excluding outsiders.  

Answered Bellow >

Subject Criteria 

Vegetarian- a person who will not eat meat Pescatarian- a person who will only eat fish

Vegan- a person who will not eat or use animal products

 

• Fully committed to diet for at least 1 year

• Male or Female

• Ages 18-35

• Residing in a urban areas

Participant specs

Special Eaters 

A Surprisingly Female Market
We started with intentions of male and female users. However male participants proved difficult to find and we uncomfortable speaking about their habits. When speaking with expert Vegan Nutritionist Rachel, she informed us that males including her husband often feel  pressured by social stigmas. 
Sara
Vegan (1 year)
Claire Pescatarian
(7 years)
Sarah
Veg
(10 Years) Vegan
(2 years)
Angie
Veg (4 years)
Charlotte
Veg (Whole life) Vegan (1 year)
Rachel
Expert Vegan and Professional Nutritionist
It's like being  part of a special club. You meet someone that is also vegan and it's like you both know the same secret."

"

Rachel

Expert Vegan and

Professional Nutritionist 

RESEARCH

METHODOLOGIES ​

METHOD 01

Timeline Exercise

Knowledge goal 1: To understand what experiences made them want to radically change their eating behavior & continue to stay committed. (Motivation)

METHOD 02

Image Deck

Knowledge goal 2: To understand how they view the community they identify themselves with and people outside their community. (How they see the world)

METHOD 03

Archetype Deck

Knowledge goal 3: To understand the reason why they believe that they are a better person or why not. (How they see themselves)

REOCCURING THEMES

Exploring New Foods

Analysis Process

SEE FULL REPORT ON DESKTOP SITE

INSIGHTS

Being Part of a Community 

OPPORTUNITIES 

Everyday interactions with other special-eaters are less common, so when these individuals encounter someone of the same eating regimen or are acknowledged for their needs it's a reaffirming moment because they are reminded that they belong to a unique community.

A Secret Club

Creating a platform where special eaters are enabled to connect with each other and create relationships with those who they might not normally have contact with.

Create Connection 

Mentor Missionaries

These users feel it’s their mission to share their wealth of knowledge, their testimonies and their vision for a better world with others– often leaving them with a strong desire to mentor others. 

Equip Mentors 

Enable Special Eaters to become mentors and empower them as experts by allowing them to share their expertise and inspire their audience.

Being on a Life-Long Journey 

These special eaters approach their life with an adventurous attitude. It's a happy journey and  restriction is an opportunity to explore. They see themselves gaining more than they are sacrificing.

Restraint is Adventure  

Evolved Angels 

These users recognize that they are on a lifelong  journey of self improvement. They view themselves as higher beings and constantly work to become morally better, more compassionate and more considerate.

Help special eaters explore food/cooking options in an unconventional way. 

Encourage Exploration

Enable Support

Generate tools that allow these special eaters to record and visualize their progress. They can be encouraged by reflecting on the progress they have made and use it to share their testimonies.

Being in Control 

Strict management of food gives special eaters a sense of control over their lives. It gives them hope and peace because they know what to expect with their health and mental well-being. 

Sense of Control  

Home kitchens / appliances / spaces that makes sense for them and their eating habits. 

Craft a Habitual Space 

Project Thesis ​ Have certain eating regimens become so extreme that they have become cults? ​

Answer: NO

Being a Special-Eater means you've been enlightened. You've gone through a journey of self improvement and you know you must be responsible for yourself and act according to your morals. You're a part of something special, and your testimony is a light to show others the way.