The document discusses the needs and motivations of both producers in developing countries and consumers in Switzerland for participating in a new online platform called "Market Access" that connects them. For producers, their main needs are to access markets, gain knowledge, receive financing and feedback. Consumers are motivated by a desire for participation, community, and information about the stories behind products and processes. The platform aims to address both pragmatic needs as well as hedonic motivations through features like crowdfunding projects, collective orders, and sharing producer profiles and background information.

1. A Platform to Connect Swiss Consumers of Fair Trade
Products with Producers in Developing Countries:
Needs and Motivations
Julia Klammer, Fred Van den Anker

2. The company’s beliefs and context
• Distributor of organic and fair
trade food and goods
• Core business: Online
Shop
• New platform “Market
Access”
• “Bananenfrauen” 1970s
• Works with small farmers
exclusively because they
belief that small farmers
have an added value to offer
(ecological, social, and
economical)
http://www.gebana.ch/de/unternehmen/
2

3. Goal of our contribution and theoretical background
• Distinction between pragmatic/instrumental and hedonic/non-instrumental aspects of
use  Moving beyond a task- and process-related view on Human-Centered Design
• Find out what motivates both producers and consumers to participate  Addressing
human needs and motivations as a foundation for (UX) design
• Discuss this approach for the context of developing countries, fairtrade and ethical
consumption
3

4. Method
• Contextual
Interviews in
Burkina Faso
• Focus Group with
consumers
• Prototype
Evaluation in team
and with consumers
4

5. Results I: Producers’ Needs and Motivations
Equipment,
tools and
financing
Know-how
transfer and
consultancy
Consumer
feedback
Need for
creating a
higher income
Supply Chain
Mgmt.
Professionali
zation
Information
from market
Access to
market
Source: Interviews with
producers
5

6. Results II: Consumers’ motivations for participaiton:
Participation
and
community
Information,
Stimluation
No
classic
donations
Participation
projects
(Crowd-
funding),
Collective
Orders
«Stories» on
product and
process
Specific
purposes
x Source: Focus group with
customers
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7. Participate; Be informed, be close
to the producers’ activities
Support and enhance production,
get access to market
Main needs for designing a platform
7
ConsumersProducers

8. First prototype
Main idea: Crowdfunding projects to
support production in the South
Requirements and ideas from needs
analysis:
• Give precise information on the
concrete need of the producers
• Focus on the products and the
process behind
• Enable consumers to taket part in
clear activities
• Make participants visible
8
1 Landing Page
Source: Prototype Evaluation

9. Second prototype
Results from consumers’
feedback on prototype 1:
• Show impact and
meaningfulness of
participatin projects
• Provide even more precise
information
• Content over user interaction
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Project stages:
• Establish Consumer Community
• Enable producer communty
• First test export

10. Results III: Consumers’ feedback on 2nd protoytpe
• Clear project presentation: Reduce complexity of project
presentation
• Need for information as an disctintive asset
• Separating participation from information: Clear
formulation of main calls to action
• Finding the right wording for participation within fair
trade consumption
• Partnering and relatedness to values: Fit to the
company’s believs
10
The button «interests me»
is not binding at all, it
just feels like a «like» on
Facebook.
Source: Prototype Evaluation

11. Discussion – Basic needs, major impacts
11
UX Design
access to market platform
stories and background
information on products,
producers, production,
delivery
collective/ crowd ordering
Needs and motivations
Money: generating
additional income
Stimulation; to learn more Relatedness/ belonging:
wish to strengthen
community, in a task-related
way
Differentiation of pragmatic
and hedonic aspects:
• Consumes - «do good
for others»
 from a «self-» to an
«other»-orientation
 takes the «person-
centered» approach
one step further
• Producers: addressing
major life needs
 What can the
system do to improve
my living
circumstances?