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Project
Clubleaf x Ice mobile
UX Design
Providing PicNic customers with the option to make more sustainable choices.
Roll
Researcher/ Dersigner
Scenario
We aim to empower customers to make sustainable choices without feeling pressured. Using tools like infographics, we will inform them about sustainability, reduce confusion, and alleviate greenwashing fears by providing transparency about production processes and certifications.
Research
Problem Analysis
PicNic’s assortment features numerous non-sustainable products, with limited visibility or promotion of sustainable options. Additionally, 43% of consumers do not actively consider product sustainability, highlighting a significant awareness gap.
Research Methods
Interviews
Observations
Trend analysis
Findings
Club Leaf focuses on several of the United Nations' 17 Sustainable Development Goals in their projects.
Companies are taking significant steps to reduce their carbon footprint but fail to engage consumers in these efforts.
Proposition
To promote sustainability in grocery shopping, we developed three concepts. "Know Your Groceries" educates consumers about product production through digital tools like videos and illustrations. "Choose Your Emissions" encourages selecting sustainable alternatives with subtle guidance. "Motivation through Extra Information" uses visualizations to show the climate impact of products, inspiring informed choices.
These concepts work together to make sustainable shopping easier and more engaging.
Sustainable Saving Card
The card rewards consumers with stickers for adding sustainable products to their cart. Once the card is full, customers can redeem it for free sustainable products, offsetting higher prices. A clear icon highlights sustainable options, addressing the insight that the audience values sustainability while shopping and discouraging corporate greenwashing.
A pop-up
A pop-up suggests sustainable alternatives to customers who haven’t chosen any yet, encouraging greener choices. Infographics and summary texts about production processes build trust in sustainability and help combat greenwashing.
CO2 and Plastic Meter
Users can track the amount of CO2 or plastic they've saved, with comparisons to everyday items like T-shirts, straws, or bottles. This visualizes the impact of their choices, motivating consumers to select sustainable options more frequently. If a customer switches back to a non-sustainable product, the free item and sticker are removed.
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