Background Research

Eco-friendly consumers form a growing segement of the market. They prioritize products and services that have a positive impact on the environment and society. Age-wise, they range mostly from millenials to middle-aged individuals. They are often well-educated and, as a result, environmentally aware. They come from various income brackets, with some willing to pay premium prices for sustainable products.

Semi-structured Interviews

Question 1: Could you start by telling me a little bit about yourself and your lifestyle?

32yo Marketing Professional

"I've always been conscious of the impact my choices have on the environment."

28yo Graphic

Designer

"I believe in the power of collective action to address ecological challenges."

45yo High School Teacher

"I try to minimize my ecological footprint and contribute to a healthier planet."

Question 2: Can you share some insights into how you approach shopping for products in line with your values?

Research into the product' origins, materials, manufacturing

Important to support companies that are committed to sustainability

Accountability: always check eco-certifications; don't take claims for granted

Prioritize items designed for longevity and recyclability

Question 3: What are some challenges you face while trying to find eco-friendly products?

Lack of information: "Sometimes I have to dig deep to find out if a product meets my criteria."

Decentralized resources: "It can be time-consuming to visit multiple stores or websites."

Fake sustainability: hard to distinguish between sustainable products and products that are just labeled sustainable

Lack of reviews for making an informed choice

Question 4: How do you envision an app that caters to your needs as an environmentally conscious consumer?

"A one-stop shop for all things eco-friendly."

Customizable search, with filtering based on certifications, fair trade practices, local production, etc

Adding a sense of community, a place where like-minded individuals can connect

In-depth information about a product's lifecycle

Marketplace, but also learning hub: "educate me about the impact of my choices:

Question 5: Can you tell me about the personal motivations that drive your eco-friendly choices?

"It's about being a responsible global citizen"

"Deep respect for nature"

Sense of fulfilment knowing that I contribute to the health and wellbeing of the planet

Key insights

Most online stores lack comprehensive sustainability information about their products. Researching it takes time.

Eco-friendly products and resources are too decentralized and that leads to wasted time and frustration.

Trustworthy information is hard to come by (distinguishing between truly sustainable products and empty labels).

Problem Definition

Environmentally friendly consumers lack a reliable one-stop shop for all things eco-friendly.

Primary Persona

User Stories

As a user, I want to easily search or browse eco-friendly products.

As a user, I want to see recognized eco-certifications and labels on product pages.

As a user, I want to easily compare eco-friendly product options within the app, filtering them based on attributes like materials used, certifications, and ethical practices.

As a user, I want to have a seamless checkout process on the app, with secure payment options and the ability to track my eco-friendly purchases over time.

As a user, I want to engage with a community feature within the app. I would like to join discussions, share my experiences, and exchange tips and recommendations with other environmentally conscious users.

As a user, I want the app to provide a feature that allows me to track my sustainability progress.

Design library

Icons

Buttons

Colours

Fonts & sizes

Logo

Components

Hi-fi prototype

Onboarding

New users need to quickly understand how the app can add value into their life. For this, I created a 3-step onboarding guide which highlights the three most important value propositions that align with users' goals: Shopping sustainably, Tracking your impact, and Sharing your journey.

Moreover, new users need not worry about creating an account right from the get-go, which is why I have provided the option of accessing the store without an account.

Browsing Products

Users can browse through featured products, new arrivals, or essentials. They can also browse the full product catalog by filtering on 6 categories.

A search option is available with advanced filtering attributes such as materials, eco-certifications, and fair trade practices.

Buying Products

Users can go through a seamless checkout experience at the end of which they can see the environmental impact their order has had. I created a sustainability score, the Eco Meter, which increases with every purchase based on metrics such as reduction in CO2 emissions, sustainable shipping practices, etc.

Such gamification elements have been proven to increase user engagement. Moreover, users themselves have expressed that knowing they helped the planet gives them a "sense of fulfilment".

Creating Trust

One of the main challenges users struggle with is the trustability of sustainable products. Are they truly sustainable or just labeled as such?

GreenPulse only displays official eco-certifications and never empty pompous labels. It provides a comprehensive certifications guide, aiming to educate users on sustainability standards. Each product also has a rating based on user reviews.

Exploring the Community

Users wanted a "one-stop shop for all things eco-friendly". This includes, in their view, the ability to connect with like-minded individuals, which gives them a sense of community.

A community's purpose is not only to connect, but also to educate. GreenPulse provides a diverse library of articles on current sustainability topics, local events and initiatives, as well as forums curated by users themselves.

Responsive Design

GreenPulse

User research, Personas, Design Library, Prototyping

Description

Welcome to GreenPulse, your gateway to guilt-free shopping. Dive into a world of sustainable choices with our eco-friendly e-commerce store. From renewable energy tech to reusable lifestyle essentials, GreenPulse empowers you to shop consciously, one eco-conscious choice at a time.

HI-FI PROTOTYPE

Scroll to top