GreenWeek
GreenWeek
GreenWeek
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.
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.
SERVICE
SERVICE
UX / UI Design
UX / UI Design
UX Research
UX Research
CLIENT
CLIENT
IceMobile
IceMobile
Club Leaf
Club Leaf
Hogeschool Rotterdam
Hogeschool Rotterdam
DATE
DATE
September 2021
September 2021
Struggle
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.
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.
Strategy & Excecution
The project lasted six weeks and followed a structured design process. I began with a preparation phase, outlining my planning, methods, and goals. In the research phase, I conducted both desk and field research. Desk research revealed a lack of accessible data but highlighted the seriousness of the issue. After that i went on with interviews, which gave me powerful personal insights into how unsafe many women feel while going out. From there, I moved into the define phase, where I created user profiles, framed the problem, set design principles, and clarified the direction of the solution. In the design phase, I translated my research into a digital prototype. The key features were designed with and tested by the target audience to ensure usability and relevance. After testing, I refined the product based on feedback and delivered the final prototype along with a concept video.
The project lasted six weeks and followed a structured design process. I began with a preparation phase, outlining my planning, methods, and goals. In the research phase, I conducted both desk and field research. Desk research revealed a lack of accessible data but highlighted the seriousness of the issue. After that i went on with interviews, which gave me powerful personal insights into how unsafe many women feel while going out. From there, I moved into the define phase, where I created user profiles, framed the problem, set design principles, and clarified the direction of the solution. In the design phase, I translated my research into a digital prototype. The key features were designed with and tested by the target audience to ensure usability and relevance. After testing, I refined the product based on feedback and delivered the final prototype along with a concept video.
The result
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.
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.
