Act!onaid x EATALY
process desk research / field interviews / prototyping
tools touchpoint visualization / stakeholder map
software Photoshop / Illustrator / InDesign
In search of a new strategy to counter the decreasing number of child-sponsorship-subscriptions, Act!onaid Italy approached the Service Design Master class. The brief proposed to come up with a concept that includes the mass retail channel in the food sector.
My group focused on EATALY, an Italian fine-food-retail-chain specializing in Italian products.
We set out for the different EATALY-stores in Milan to observe the environment, the shopping-behavior of EATALY-customers and to conduct some interviews.
After this first round of field research we had the impression that with EATALY-customers the mere concept of child-sponsorship is problematic. To back-up our assumption we went out for a second round of interviews. This time we let the EATALY-customers choose between four fictitious aid-projects.
The main finding of our research among EATALY-customers was, that most people don’t respond very well to development aid-projects, if the communication is based on shock and pity. We suggested a new approach and created the claim “Invest in potential. See the change.” to frame the aim of our project.
We developed the concept for a sponsorship-program that uses a different tone of language. The focus of the support is not tied to a specific child anymore, but to projects. The donor becomes an investor that invests in a world that he is also a part of. Sticking to this metaphor, the feedback that is sent to the sponsor will be a report on the outcomes and the effectiveness of the supported projects, rather than a letter and photos from a child.
In our concept EATALY would become the main contact point for Act!onaid and the potential new sponsors.