Case Study brief: In this challenge you need to find ways to build trust for a first time user
Difficulty: Medium
Skills Evaluated: Analytical Ability, Communication Skills, Ideation, Prioritization, Research

India is generally perceived to be a ‘vegetarian nation’, but contrary to popular belief, around 70% of Indians eat non-vegetarian food.

Indians have varied ‘meat eating’ personas around meat consumption:

- Eats only eggs

- Eats only specific types of meats

- Eats meat but only on certain days

- Eats meat but can’t bring/cook inside the house

- Regular meat eater

Being a pluralistic society, it’s tough to generalise one standard behaviour, especially as our cities become more cosmopolitan.

What is certain though, is that non-veg consumption is on the rise in India, as per various reports

Recently though, a couple of trends have emerged, around meat consumption:

Hygiene & Freshness: With animal-borne diseases creating havoc, people are becoming more conscious of the freshness and especially the hygiene of the meat they consume (in fact all foods)

Environmental concerns / How meat is raised: Ironically, with meat consumption on the rise, many people are also turning to a Vegan/alternative diet. It can be attributed to a couple of factors:

- Studies have shown that raising animals for meat has a negative impact on the environment

- Concerns around whether the animal been raised naturally or through injections. Given lack of information people, are opting for alternative meat (plant based meat)

For most households, buying meats means going to a trusted butcher in the neighborhood or to a supermarket.

Even if a household, on an average, consumes meat/eggs once a week, India makes for a lucrative market, if formalisation, standardisation and hygiene are focussed on, at scale.

And this is where a number of startups have sensed an opportunity (Farm to Fork): Online ordering and delivering good meats, to our homes. Licious is one such popular player in meat delivery market.

Given the varied personas, challenges & existing habits, Licious will need to focus on building trust, especially amongst first time user, if it wants to scale to the masses.

So, in this challenge, we’d like you to answer a simple question, from a product and design perspective: What can Licious do to improve its product (website) so as to build trust amongst first time users?

The changes you suggest can be a mix of nudges, prompts, additional information, improved copy or even better design. It could also be a new approach/idea towards meat buying. The choice is yours.

The goal is to ensure a first time buyer feels confident to transact on Licious’ website, and hopefully buys that meat!


- This is a product and design challenge, so suggestions around better ads, marketing are not valid. However, suggestions that leverage such content, within the user flows and product, are valid

- We have purposely focused on the website and not the app, since that is where a first time user is likely to start his/her journey (we are targeting that persona)

- Licious is NOT hosting this challenge. This is only a learning exercise

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