Full Case Study

Full Case Study

Full Case Study

mobile screen mockups
mobile screen mockups
mobile screen mockups

Gigi Mobile Application

Problem

Making sustainable choices can be difficult and costly, but breaking down sustainability goals into smaller actions can help people feel more capable of making a difference in their daily lives. Consumable products, which we buy regularly for everyday use, often seem too insignificant to bother choosing a more sustainable option. Gigi is a tool that can assist users in finding eco-friendly alternatives to consumable items that align with their sustainability values.

Constraints

The design solution should be a desktop or mobile application.

Role

Dates

Research Team

Problem Statement

How might we band people together to set an example for their communities and support each other for the benefit of our planet?

Refined Problem Statement

How might we encourage people to choose sustainable options when purchasing consumables?

User Interviews

As a group, we each interviewed four participants to learn about their experience, goals, needs, and pain points related to sustainability and climate change. We conducted a total of 16 user interviews.

Key Findings

The most cited pain point is that sustainability is too expensive and there’s a lack of time to research about more sustainability options (9 participants)

  • Participants need to have more information about sustainable brands (9 participants)

  • Participants want to own an electric car (6 participants)

  • Most participants practice recycling (14 participants) and most try to shop sustainably by buying products labeled as eco-friendly (11 participants)

“Changing our habits as a society is the only thing we can do to survive.”

— Participant 1

“The design of everything around me has to facilitate easy behaviors that help climate change.”

— Participant 4

Competitive Analysis

competitive analysis of wellness apps
competitive analysis of wellness apps

We also conducted a competitive analysis to evaluate existing solutions. Primary competitors are e-commerce sites that sell sustainable products. Secondary competitors provide information on sustainability ratings.

Personas & Journey Maps

Based on our user interviews, we developed proto-personas. Our primary persona is the Conflicted Buyer - someone who doubts sustainability claims and prefers to research products before buying. Our secondary persona is the Believer - a person who trusts product labels and prefers not to spend extra time before purchasing. The journey map shows both personas when they need to shop and replace a consumable product.

primary persona
primary persona
primary persona
primary persona
journey map
journey map

Affinity Mapping

Using affinity mapping and value propositions, we brainstormed feature ideas to support users in their journey toward purchasing sustainable alternative products.

affinity mapping
affinity mapping
affinity map 2
affinity map 2
affinity map 3
affinity map 3

Concept Testing

We tested four ideas with six participants to see which concept had the most interest.

We tested four ideas with six participants to see which concept had the most interest.
We tested four ideas with six participants to see which concept had the most interest.
decorative
decorative
concept a wireframes
concept a wireframes
concept b wireframes
concept b wireframes
concept c wireframe 1
concept c wireframe 1
concept c wireframe 2
concept c wireframe 2
concept 4 wirefram
concept 4 wirefram

Key Findings

Key Findings
Key Findings
  • 3 out of 6 participants liked the barcode scanner because it’s quick and easy 

  • 3 out of 6 participants noted they also liked content and information for further research

  • 4 out of 6 participants mentioned they usually shop in-person for consumable products

  • 3 out of 6 participants liked the barcode scanner because it’s quick and easy 

  • 3 out of 6 participants noted they also liked content and information for further research

  • 4 out of 6 participants mentioned they usually shop in-person for consumable products
  • 3 out of 6 participants liked the barcode scanner because it’s quick and easy 

  • 3 out of 6 participants noted they also liked content and information for further research

  • 4 out of 6 participants mentioned they usually shop in-person for consumable products

“I like the [B] barcode scanner because It would be very quick if I was at the store. That one speaks to me when I'm in a hurry, but I also like [C] content/information because I can look here when I have more time.”

— Participant 2

“Efficiency is important, I don’t want to take too much time going through options.”

— Participant 4

Jobs-to-be-done

In my design process, I utilized the Jobs-to-be-done framework and team personas to evaluate my ideas. To prepare for sketching, I created user flow diagrams and site maps to outline the application structure. The site map was updated after conducting a virtual card sorting exercise with Optimal Workshop to identify which sustainability causes and keywords users associate with different top-level categories.

In my design process, I utilized the Jobs-to-be-done framework and team personas to evaluate my ideas. To prepare for sketching, I created user flow diagrams and site maps to outline the application structure. The site map was updated after conducting a virtual card sorting exercise with Optimal Workshop to identify which sustainability causes and keywords users associate with different top-level categories.
In my design process, I utilized the Jobs-to-be-done framework and team personas to evaluate my ideas. To prepare for sketching, I created user flow diagrams and site maps to outline the application structure. The site map was updated after conducting a virtual card sorting exercise with Optimal Workshop to identify which sustainability causes and keywords users associate with different top-level categories.
jobs-to-be-done framework
jobs-to-be-done framework

User Flows

context scenarios
context scenarios

User flow for the mobile application

Information Architecture

Initial and revised IA after conducting a card sorting activity to see how users categorize sustainability values and preferences.

site map 1
site map 1

Revised site map for mobile application

site map 2
site map 2

Revised IA based on card sorting results

Sketches

Initial sketches of mobile interface features

sketch 4
Product details and reviews drilldown
sketch 5
Eco badge exploration
sketch 6
Eco score exploration
sketch 7
Exploration of layout and eco score breakdown
sketch 8
Product page exploration
sketch 9
Product information cards and FAQ
sketch 10
User preferences and product lists
sketch 11
User preferences and visualization
sketch 3
Product page exploration
sketch 1
Category browsing screens

Wireframes

wireframes
wireframes

Visual Design

moodboard
moodboard

Keywords

Playful, Earthy, Abstract, Friendly

Style Guide

mobile style guide cover
mobile style guide cover
style guide mission statement
style guide mission statement
mobile style guide logo
mobile style guide logo
mobile style guide color
mobile style guide color
mobile style guide typography
mobile style guide typography
mobile style guide imagery
mobile style guide imagery

Product Design Toolkit

product design toolkit icons
product design toolkit icons
product design toolkit color
product design toolkit color
product design toolkit typeramp
product design toolkit typeramp
product design toolkit typography example
product design toolkit typography example

Design Solution

Discover sustainable consumable products

Discover sustainable consumable products

Browse consumable products by common categories or by sustainability values

Use the barcode search to check the sustainability ratings for products while you shop

Use the barcode search to check the sustainability ratings for products while you shop
Use the barcode search to check the sustainability ratings for products while you shop

Reviews from shoppers who share your sustainability values

Product sustainability rating details and drilldown

Product sustainability rating details and drilldown
Product sustainability rating details and drilldown

Similar products and nearby retailers

Similar products and nearby retailers
Similar products and nearby retailers

Verify trust in product reviews based on shared values

Verify trust in product reviews based on shared values
Verify trust in product reviews based on shared values

See reviewer segmentation by sustainability values

See reviewer segmentation by sustainability values
See reviewer segmentation by sustainability values

Adjust sustainability values for a personalized experience

Set importance of individual sustainability concerns

Set importance of individual sustainability concerns
Set importance of individual sustainability concerns

Concerns organized within broader value groups

Concerns organized within broader value groups
Concerns organized within broader value groups