Case Study
Clarity
A widget that allows shoppers to make environmentally conscious decisions with ease.
As a part of a 48 hour competition in an effort to promote environmental awareness, my team and I have created Clarity as a solution to allow users to incorporate environmentally conscious shopping into their routines with ease.
View Prototype
Tools
Figma, Instagram
Timeline
Sept 2020 - 48 hours
What did I do?
Create research plan, compile research analysis, create prototypes and hi-fidelity mockups for widget screens
Problem
With changes in lifestyles due to COVID-19, how might we incorporate eco-friendly thinking into people's habits?
Due to COVID-19, we can now tangibly see the positive impacts on the environment lockdown has had. With the influx in online shopping replacing in-person shopping, how can we incorporate environmental thinking in their online shopping experience?
Design Process
Problem
Research
user surveys
user interviews
Analysis
user persona
market research
Ideation
user flow
wireframes
Design
branding
hi-fidelity mockup
Solution
01. User Research
Understanding User’s Mentality On Online Shopping and Environmental Consciousness
We conducted research over Instagram polls in order to reach a wide audience in a short amount of time and collected a total of 458 responses over a 12 hour period. We crafted careful questions about which environmental issues people cared about and what they valued from companies in terms of sustainability.
User Surveys Key Insights
64%
are interested in shopping sustainably
69%
check the ingredients of products before purchasing
75%
believe in company transparency around manufacturing practices
User Interviews Key Insights
" Ideally I would like to be more eco-friendly, but it's hard to know what are eco-friendly alternatives to what I usually get. "
" I look at ingredients sometimes, but honestly I don't know what I'm reading half the time. "
" Sometimes, I'm honestly just lazy to really research a company and their ethical practices. "
02. Analysis
Building out the journey...
To better empathize with our users, we decided to recreate the journey of the average online shopper who is interested in being environmentally conscious.
User Persona
User Journey
Pain Points
🤦♀️
Abundance of Effort
“Sometimes, I'm honestly just lazy to really research a company and their ethical practices."
Alissa doesn't have much time in a day with her career and social life. She needs something quick and easy to use while shopping for her products.
Feeling: Overwhelmed
🧠
Lack of Knowledge
“I look at ingredients sometimes, but honestly I don't know what I'm reading half the time."
Alissa looked at the ingredients of products, but even then she doesn't know which are actually good or bad for her.
Feeling: Confused
🤝
Personalization
“Ideally I would like to be more eco-friendly, but it's hard to know what are eco-friendly alternatives to what I usually get."
Alissa wants to shop environmentally conscious products, but with so many products out there, she needs products personalized to her tastes so she can shop directly for environmentally conscious products.
Feeling: Impatient
03. Ideation
With online shopping on the rise, widgets make the experience easier.
With many users wanting to know the ingredients of products, we incorporated a description of each ingredients in the product. Because users struggle to know whether an ingredient is actually good for them or not, we have labeled good vs. bad ingredients for them.
Key Features of Clarity
01
Ingredient descriptions and explanations
02
Providing a scoring of ingredients, ethical standards, and sustainability
03
Recommended products customized for each user
User Flows -> Sketches -> Wireframes
04. Solution
Installing the Widget
Alissa is shopping for some new skincare! She wants to shop for ethically conscious products, so she downloads Clarity.
Ingredients List
Looking at this products ingredients list, she can see which are good/bad and read more into the ingredient.
Sustainability & Ethical Practices
User's can check to see if the company is demonstrating ethical practices with their products.
Personalization
Only want to shop eco-friendly products? Making it easier on users to shop on one platform so they can get quality assured products.
View Prototype
05. Reflection
The first of many projects to come...
With the shaky year of 2020, it has been a great time to reflect on our practices and why we do what we do. After this project, I realized the need for the expansion on widgets and creating more tools like this to really bring change into the world. With our online presence only expanding, utilizing website applications and widgets can really take the user's accessibility to the next level!
I hope many businesses will also shift towards this change and work together to promote their environmental practices! Many small businesses are underrated and don't receive enough recognition for their ethical practices and great ingredients! I would hope in the future to be able to further develop this idea into an actual widget in order to people to utilize it and take the steps to becoming more environmentally conscious. 🌱