Green Week is a digital concept aimed at promoting sustainable behavior among young adults. Through a mix of gamification, social accountability, and playful design, the goal was to make sustainability engaging, relevant, and part of everyday habits.
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Climate change is a growing concern that most people are aware of, but many still struggle to take meaningful action. In collaboration with IceMobile and Club Leaf, we were tasked with coming up with a commercial solution for a supermarket chain to help consumers make more sustainable choices without disrupting their usual habits. We chose the online supermarket Picnic for its digital-first approach, which opened up interesting opportunities for innovation. Through field research, we discovered that the target group was mainly students that are aware of the climate crisis, but don’t know how to get involved or feel they lack the time, knowledge, or budget to do so. This insight became a key driver in shaping our design direction.
The central design question we addressed was: “How can we provide value to a commercial business or help consumers make more sustainable choices without disrupting their current behavior?” Our approach followed three phases. In the Discover phase, we conducted desk and field research on IceMobile, Club Leaf, and Picnic. This helped us define the needs and habits of our target group and led to a clear user profile. During the Define phase, we held two creative sessions where we developed the idea of promoting sustainable products in a simple, accessible way, specifically tailored to students with limited time and budget. In the Deliver phase, I collaborated on transforming initial wireframes into a mid- and eventually high-fidelity clickable prototype, continuously refining the design based on feedback.
Our final concept is called 'Green Week': a themed week within the Picnic app that promotes sustainable products through a reward-based system. During Green Week, customers earn points by purchasing sustainable items. These points can be redeemed for free Green Week products. To keep the user experience familiar, the app remains largely unchanged. Only new features like an intro screen, points page, and product comparison tool are added temporarily. By keeping the core experience intact, we made it easier for users to adopt sustainable behavior without overwhelming them. The ultimate goal is to raise awareness and encourage long-term behavior change, even after Green Week ends, contributing to a more climate-conscious lifestyle.
