Second Presentation

Last week we had our second presentation, so we want to share with you everything we took into account in order to present to the rest of our class. Also, we’ll like you to know what we got as feedback from our teachers and how we are planning to go on from here to continue the development of our project.

Because we used the same map pieces like the ones in the first presentation, we knew we needed to tackle 8 main themes that could be easily intertwined with one another. That’s why we decided to talk about: the challenge of our project, our 4 personas, the Carta Alimentaria strategic project, key insights, and next steps.

The Challenge

So, in the beginning, we had as a challenge to create a Food Innovation Hub that could engage different stakeholders so they could work together in a variety of initiatives. Nevertheless, we’ve found out through primary and secondary research that an actual Food Innovation Hub might not be necessary. Instead, we started to think about creating a platform that could somehow connect the different stakeholders in a way in which they could know in which projects each one of them is working on and how they could get some help. Through the rest of the topics, we’ll explain how this could be achieved.


After our primary research with some of our stakeholders, we decided to create four main personas and analyzed their behavior, goals, and pain points. Also, we wrote down a general description, made an illustration of each one of them, and wrote down a quote that reflects better their personality.

Carta Alimentaria

Because our whole project should be based on Carta Alimentaria, we took the time to research a little bit about it just to be sure we keep aligned to its mission and goals. Carta Alimentaria is, in general, a formal declaration that intends to make the food system of Barcelona more sustainable in every ambit. This plan is based in a quadra helix belief that hopes to integrate different groups of control: Research Centers, Private Companies, Government, and the Citizens. As you may see, it engages the same player as our project, so we are definitely on the same path.

As the main projects Carta Alimentaria has is to set the metropolitan dimensions in which the food policies are going to be applied, fight against waste throughout the whole food system, protect agricultural areas, promote the distribution of proximity to move towards a more sustainable consumption, increase the positive impact through different projects and activities, among others.

Key Insights

After all the information gathered, we found out that the key insights could be summed up in three different topics: general mindset, professional needs, and citizens.

Related to the mindset we found out that every person that we interviewed believes that Barcelona has a huge potential in general and that could be a perfect place to develop a project like this and there is a huge interest about the topic. Nevertheless, we also found out that there are already punctual but disconnected initiatives about food, and that’s precisely what led us to believe that maybe a Food Innovation Hub is not what they need.

On the other hand, we discovered that all of our stakeholders need to communicate and network with different people working along with the food system and they are also missing a common knowledge about food policies and how or why this might be generated.

Lastly, we saw that citizens have a lack of quality relating to products and are used to generate excessive amounts of food waste. That being said, citizens are lacking awareness and knowledge, and that’s why their main necessity is to become conscious and change their habits and values.

Next Steps

Having said all this, we learned that what our project should achieve are four main things:

  1. A platform to share: we need to generate a system where entities can publish their projects to connect with other professionals that want to participate, to get funding or to get volunteers, and involve the citizens.
  2. A professional network: So that the different stakeholders can find projects that interest them and can participate in their research activities.
  3. A voice for the citizens: A system where citizens can vote or contribute in any way (economical contribution, volunteering, spaces contribution, …)
  4. Bring it to the people: An agenda of events taking place in decentralized locations, spread along in different neighborhoods of the city.

In order to reach this, we created a general agenda that consists in creating a prototype of how this system might be, while testing, we will discover and understand the citizen’s needs (so we can iterate in the process), and lastly, we’ll need to develop a method for actually creating food policies.


Everything went well for the presentation. However, our teacher did tell us that we are behind in the prototyping phase and that we need to start testing everything right now. So we’ll begin and catch up for the extra time we spent doing our research. Keep in touch to see what we come up with!


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