SarahJane
Hayward
is a [visual identity,
data, ux/ui] designer
WorkAbout
CV
Contact
©2024 SJ-H Impact
UX/UI Design
An app that leverages the power of data and gamification to make an individual environmental impact feel tangible and important, and to connect users with a wider community.
Problem
People who are passionate about the environment feel uninspired to make sustainable purchasing decisions.
Insights
While my user group is made up of individuals who feel that climate change is an important issue, they feel frustrated about their individual ability to make a significant difference. This feeling of hopelessness impedes their desire to make lifestyle changes that would mitigate their own impact.
Customer Journey
Nico wakes up and gets ready for work. He picks up a plastic tube of toothpaste and squeezes it onto his plastic toothbrush. He takes out his overflowing trash and puts it on the curb on a street filled with dozens and dozens more. He walks down the street, next to him gridlock cars idle. He gets to work and sits at his desk. The office is sparsely populated and the weather is mild but AC blasts throughout the building. At the end of the day he stops at the store on his way home. He walks through the cleaning aisle, looking for some cue or signal on the package that might indicate that one product is more sustainable than the other. Most seem to make a claim that they have a commitment to sustainability, or that they are eco-friendly. But he’s not even sure what that means anymore. He’s only one person, how big of a difference is he really going to be making anyway? Instead he opts for the cheapest dish soap and heads home.
How Hope & Doubt Affect Climate Mobilization:
User Archetypes
Fatalistic
Doubt
The complete resignation from any personal responsibility because of a total loss of hope.
Constructive
Doubt
The concern that humanity won’t do enough to mitigate the effects of climate change, while still maintaining a sense of personal responsibility.
False
Hope
The belief that things will work themselves out, or a higher power will solve the problem.
Constructive Hope*
The belief that humanity has the necessary tools, knowledge and collective desire to reverse climate change, and that every person's contribution matters.
*The most powerful motivator in change.
The Most Effective Strategies for Inspiring Constructive Hope
Opportunity 01
An app that tracks all of your sustainable purchases to make individual impact feel tangible and important
Opportunity 02
Connecting individuals with a larger community of environmentally focused individuals, while visibly and publicly sharing their impact for all users to see
Opportunity 03
A platform that takes the burden of discovery and vetting off of the user
Opportunity 04
Messaging that uplifts and inspires constructive hope as a catalyst for activism and self-efficacy
Wireflow
Wireframes
Design System
Component Library
Logo Development