drive 2017 | 25 october - design for change - co-design
TRANSCRIPT
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DRIVE I
DESIGN FOR
CHANGEModerator: Geke van Dijk
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CO DESIGN
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SUSTAINABLE FOODShay Raviv, Sophie Knight - STBY
NEXT STOP
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STBY for Rijksinstituut voor Volksgezondheid en Milieu (RIVM), het
Ministerie van Algemene Zaken en het Ministerie
van Economische Zaken.
SUSTAINABLE & HEALTHY
FOOD
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CHALLENGES
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How do citizens and staff from the client
organisation perceive sustainable and healthy
food?
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STBY for Rijkinstituut voor Volksgezonheid en Milieu (RIVM)
How do citizens and RIVM staff
perceive sustainable and
healthy food?
How do they perceive dietary guidelines?
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…and how do they perceive ‘new’ proteins such as
mushrooms, legumes, seaweed and insects?
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How do you even start to investigate
perceptions about such a complex topic?
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Task 1:
Think of one meal
from the last 2 days.
DESIGN RESEARCH
ON THE SPOT
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DESIGN RESEARCH
ON THE SPOT
Task 2:
Rate your meal in
terms of sustainability
on scale of 1 to 5.
Least sustainable
Most sustainable
1
2
3
4
5
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• To experience making food choices across different situations with
the topic in mind
• To consider various viewpoints
• To encounter questions and dilemmas
• To discuss with other participants
With such a broad and complicated topic,
people need time and reflection:
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METHODOLOGY
AND PROCESS
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Together with the client, we decided on an
iterative and co-creative process
to explore perceptions of sustainable/healthy food
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The client team played two roles:
collaborators and participants
32 research participants 9 research observers
9 client team
+
23 citizens
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Iterations to clarify & refine insights
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..STBY...
Verkennen: foodlabs 1
Introduction : Food lab 1
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..STBY...
Volgen: experience fellow app
Follow: Experience Fellow app
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Follow: Experience Fellow app
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..STBY...
Verdiepen: foodlabs 2
Co-creation: Food lab 2
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ANALYSIS
WORKSHOP
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Co-creation with the client: Analysis workshop
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People find it difficult to relate sustainability to food: they
think first of packaging, leftovers and energy used while
cooking rather than how it was produced
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Food advice is currently a minefield
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Everyone has to balance their criteria
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We found three types of people when it comes to
sustainable food
Degree of knowledge
Prepared to change
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But current advice is ‘one size fits all’
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• Guide people through sustainable food dilemmas
• Enable people to customise dietary recommendations
Key recommendations
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KEY INSIGHTS
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• Iterating questions enabled us to probe progressively deeper
enough into participants' perceptions, creating more meaningful
insights
• An iterative process gave the client team time to get used to the
design research approach
An iterative process to deepen insights
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• The co-creation sessions allowed us to clarify impressions,
prioritise issues, and deepen our insights
• Working with the client team as participants, observers and co-
analysers allowed them to experience the complexity and accept
the findings
• Getting the results embraced in the wider organisation is still
proving to be difficult
Co-creative method to sharpen insights and promote acceptance for change
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DIGITAL DIVIDEChristine Dedding, Rolinka Kattouw
NEXT STOP
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Digital Dividein Amsterdam
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KEY INSIGHTS
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DESIGN RESEARCH DISSEMINATION15:00-16:00
PROGRAM AFTER
BREAK
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