A little backstory

The Challenge

Vita had success in its IRL program focusing on changing food habits, increase activity levels, learn how to deal with challenges, and reinforce habits for people. Vita's end goal is to transform people into a plant-based diet.

In March 2020, they were ready to scale up their IRL program to get as many people as they can on this path to better their lives. Vita aims to reach 100 million people by 2023.

Understand the interrelationship between humans and habits to create an MVP. Within Vita's aim to reach 100 million people, we needed to narrow down and focus on one target group for MVP. This project was also carried out in the early stages of the global pandemic due to COVID-19.

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Strategizing with the team during a global pandemic

Over the (what we didn't know at the time) normal zoom-zoom meeting - two designers and I discussed and strategized responsibilities through a Team Charter and defined a Project timeline. We needed to understand two pillars through our research:

  1. People's behavior when breaking or making new habits, the tools they use, the type of support they need to form a new habit and their diet and activity levels.
  2. The health and fitness market & industry.

- Interviewing?

With VITA, we wanted to explore 4 pillars:

  1. Current habits mindset /Attempting a new habit
  2. Rewards
  3. Tools
  4. Barriers

Why?

Current habit mindset / Attempting a new habit

Rewards:

It can a person for a behavior to become automatic aka habit if this behavior is practiced for a minimum of 21 days. But what exactly influences us to break this pattern?

We wanted to understand:

Rewards are usually used for motivation, but not all humans are driven by a reward system. So what exactly drives a human to commit to new uncomfortable behavior?

We wanted to understand: