One value to think about in this website’s design is how much to optimize it for persuading EA/​rationalists, vegans, or normal people. The website’s discussion of the issue and possible objections seems primarily geared towards EA/​rationalist people and vegans rather than towards normal people.
Has Vegan Hacktivists undertaken any marketing research into which specific groups it makes the most sense to appeal to, and how to best design the website in that vein?
We do have an internal discovery process that our projects go through that includes project hypothesis, investigation on use-cases, validation, prioritization, markcomms strategy, guerrilla testing, etc. You can get a peak of the process here, although it’s not a complete view.
We concluded that we wanted our two target audiences to be folks who care about wild animal welfare/​suffering, and advocates in vegan spaces focused on factory farming— so we built the website with that in mind. That said, we hope it appeals to EA/​rationalists and normal folks in some way, but we’re always looking to improve if we’re missing that target.
I’ll send this feedback back to the team for review, appreciate the question!
What a gorgeous website!
One value to think about in this website’s design is how much to optimize it for persuading EA/​rationalists, vegans, or normal people. The website’s discussion of the issue and possible objections seems primarily geared towards EA/​rationalist people and vegans rather than towards normal people.
Has Vegan Hacktivists undertaken any marketing research into which specific groups it makes the most sense to appeal to, and how to best design the website in that vein?
Hi Ariel,
Thanks for the compliment and feedback!
We do have an internal discovery process that our projects go through that includes project hypothesis, investigation on use-cases, validation, prioritization, markcomms strategy, guerrilla testing, etc. You can get a peak of the process here, although it’s not a complete view.
We concluded that we wanted our two target audiences to be folks who care about wild animal welfare/​suffering, and advocates in vegan spaces focused on factory farming— so we built the website with that in mind. That said, we hope it appeals to EA/​rationalists and normal folks in some way, but we’re always looking to improve if we’re missing that target.
I’ll send this feedback back to the team for review, appreciate the question!
Thanks for that explainer! Given those target audiences, I think the team did a fantastic design job.
No problem, and thanks so much!