Seperating true sustainability from greenwashing using Green guide
Problem Statement
Greenwashing is when a company conveys false impression that its products are sustainable when in fact they are not by using terms like " Green " or " Eco-friendly ". This is a problem because
1) 42% cases analyzed by the European Commission found some degree of greenwashing
2) 98% of 2,219 products making green claims were guilty of greenwashing
3) 58% of environmental marketing in the US had at least one misleading claim
HMW
How might we reduce the time and efforts spent on researching sustainable products by creating a reliable and efficient method for eco-conscious consumers to differentiate between genuinely sustainable products and greenwashing claims during the product purchase process?
Industry
Sustainability, Green-tech
Client
Thesis project, Thomas Jefferson University
Duration
Jan 23-Dec 23
Service
UIUX Design
Green guide is an application that helps users buy sustainable products without getting green washed by companies, through clicking a photo of the product while at grocery store and then they will get brief information that is backed up by sins of greenwashing concepts and regenerative organic certified product. Apart from this, the user can also know where to buy a particular sustainable product nearby and what to buy from a list. This is how it goes.
Discovery & Research
Please visit my Miro workspace for brief documentation of my research process
Information Architecture
Concept: Users begin with onboarding, swiftly transitioning to the home screen for tailored recommendations and sustainable scores. The search feature facilitates efficient exploration, leading to detailed product information. The scanner adds an interactive layer, enabling real-time assessments. The shopping list becomes a strategic planning tool, seamlessly connecting users to product availability. Personalized profiles and notifications enhance engagement, creating a cohesive and user-friendly experience. This thoughtful user flow ensures simplicity and empowerment in making sustainable choices.
Design Outcomes
Home Page
The home page works like a dashboard that tracks every small action that user have taken in and outside of the app usage.
Search Bar and Scan / Snap
The "Product Scanner" is a fundamental feature of the Green guide app, allowing users to quickly assess the sustainability of products by scanning barcodes or capturing product images.
Shopping List Creation
The "Create new list" and "Locate Items in Nearby Stores" feature assists users in finding physical stores or online retailers where the products on their shopping list are available.
Onboarding
This session takes user through setting up account and password along with walk-through of all the features that helps them use Green guide swiftly.
Become a member
Users can opt for a premium membership, unlocking exclusive features, personalized recommendations, and enhanced sustainability insights.Premium members earn Green points at an accelerated rate
UsabilityTesting
I have conducted usability testing with 5 users and all of them are eco-conscious consumers who prefer sustainability while shopping for household items. This usability testing approach aimed not only to identify problems but also to understand the underlying reasons behind user behavior. The gathered data, both qualitative and quantitative, was meticulously analyzed to identify recurring patterns, pain points, and areas of delight. This analysis formed the basis for actionable insights.
Turning usability testing data into action
Recognition and prioritisation of severity is done by finding out which task is severe. The double diamond is exactly what we need to build a framework that will handle the usability issues and find ways to solve them. Adapting the model above to usability testing of the result is a four-step process
1) Data collection
2) Issue prioritization
3) Solution generation
4) Solution prioritization
This starts with averaging the ease and confidence of each task.
Pretotyping (Market Validation)
This process starts off with figuring out risky assumptions that have all the possible ideas and ways of validating the concept of green guide in several ways. The Risky Assumption Matrix served as a dynamic tool guiding the team through the uncertainties of the project, ensuring that efforts were focused on addressing the most critical and risky elements first.
Short term goals
Secure partnerships with at least 5 ethical brands for feature listings within the first six months
Establish a local presence in key cities
Identify areas for improvement and enhancement
Focusing on gaining an initial user base
User aquisition and app adoption
Gain positive reviews in review apps
Long term goals
Expand Green guide's reach to cover a broader geographical area
Attain a premium membership base
Collaborate with government bodies and non-governmental organizations (NGOs)
Attain the status of a market leader in sustainable product guidance, recognized for accuracy, reliability, and user-centricity
Establish metrics aiming for a significant reduction in ecological footprints
