Workshop User Research with Eataly

Who are the visitors of Eataly Smeraldo? Why are they there? What are they looking for? How can we improve their experience?
To these and many other questions the students tried to answer together with the expert guide of Valentina D’Addato and Chiara Torti.

Eataly is a unique concept of its kind, within it we find the market, the restaurants and spaces for education.
Eataly is also visited by a lot of tourists looking for high quality Italian products.

Students collected a lot of data through a preliminary desk research by analyzing brand positioning and communication, user sentiment and feedbacks, competitors and industries trends.

They moved forward to the field research to test their first assumptions through several research tools finding weaknesses and opportunities in each topic. 

The developed scenarios gave the partner four different insights for future design.