The problem
As part of a self-assigned research project I wanted to find out how people make conscious choices to reduce their carbon footprint. I wanted to learn what people think about their carbon footprint while shopping and how they make their choices on what to buy. The actual design solution might be an app that provides an easy way to compare the carbon footprints of different products.
User research
I conducted semi-structured user interviews with women aged 30-65, who are conscious about how their lifestyle affect the environment and who want to act to make good choices.
Define
The sorted findings helped me identify two personas and their user needs.
As a user, I need…
- Comparable facts
- Suggestions to grocery items with lower carbon footprint than my usual choice
- Which items are in season
- Comparable facts
- Discover new niche brands
- Know what I put in my body
- Focus on my well-being
- Inspiration
- Efficient shopping experience
- Affordable, fresh and tasty items
These artefacts can be used as assets in ideation phase.
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