ECOGO CASE STUDY
BACKGROUND
EcoGo (working title) is an iOS app designed to help first time and reluctant users an introductory approach to ecological conservation. It is the culmination and evolution of two different class projects (Introductory and Capstone.) In this case, the client was simply myself, however other stakeholders include MICA, various conservation and ecological organizations, recycling and composting facilities nationwide, and eco friendly manufacturers and retailers.
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CONTRIBUTIONS
This project was an individual endeavor, with the roles of researcher, designer, prototyper and fulfilled by myself.
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TIMEFRAME
The total project timeframe was eighteen weeks, eight for the first iteration, and ten for the capstone. The first eight weeks resulted in a small functional prototype, user interviews and background desktop research, and two personas. A user experience map and proposed future journey map were generated as well. The capstone project builds upon this base, adding further research and redesigning the user inputs to streamline the concept.
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THE PROBLEM
No matter the iteration, the core problem for EcoGo has remained the same:
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How can one get individuals who do not attempt to mitigate their ecological impact to participate? Interviews with six individuals in two different age categories (“millennial” and “gen x”) demonstrated a potential need (in the latter) to inspire action and provide both positive reinforcement and tangible feedback.
The problem statement underwent three revisions.
Initial Problem Statement:
“Users looking to improve their relationship with the environment and reduce their usage need clear, concise guidance, positive information of changes occurring at all levels, and an interactive way to stay involved and on track.”
Intermediate Problem Statement:
“Individuals who are looking for a way to start or improve their environmental conservation actions (particularly those who feel personal efforts would not make an impact) need clear, concise guidance and positive reinforcement of their efforts. Competitive apps focus mainly on carbon footprint tracking and convenient offset efforts, but fail to address other methods, offer motivation for the less inclined, or track over time the impact the individual is making. Creating such an app would benefit businesses in the conservation, recycling, compost and reusable items space through increased demand for services/more materials.”
Final Problem Statement:
“Individuals who are looking for a way to start or improve their environmental conservation actions need clear, concise guidance and positive reinforcement of their efforts in order to create or maintain a better ecological footprint.”
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THE CONCEPT
The proposed final concept is an iOS app allowing users to choose from a variety of suggested pathways, add individual solutions, and start to reduce their environmental footprint and effect on the environment. For the uncertain, quick start categories will be available. The app will allow exploration of options based on set themes, tracking of progress, and highlight the positive results of taken actions. Suggestions for products and procedures will be available, as well as news articles highlighting positive developments in various areas of environmental protection and awareness. In-app social interaction will allow users to see changes throughout the world and share their own successes, encouraging them to continue and showing that individual actions CAN make a difference.
Conducted interviews highlighted a willingness from users to initiate change (with guidance,) but also a weary sense of hopelessness and uncertainty that individual actions would be of any consequence. While our ecological crises are not situations to be glossed over or downplayed, providing hope and positive reinforcement through tangible, track-able results may create an atmosphere where users may want to start (or continue) to improve their relationship to the environment.
Initial project: Environmental Impact Helper (Jan-Feb 2020)
Exploratory research started with two presumptive personas and the initial problem statement. An interview guideline was created, and three remote interviews per persona were conducted. When this data was synthesized, the decision was made to focus on the second persona, the more reluctant, less hopeful group of participants aged 45-65. Using this data, both problem statement and personas were revised. A user experience map and proposed future journey map were created, resulting in a small, clickable prototype in Adobe XD.
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PRESUMPTIVE PERSONAS
USER EXPERIENCE MAP
FUTURE JOURNEY STATE MAP
XD CLICKABLE PROTOTYPE
USABILITY TEST
Usability testing conducted with three participants resulted in revisions of this prototype. The testing protocol and findings for these sessions is shown below, followed by selected screen revisions.
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I. Testing
Product testing for an app designed to help users decrease their environmental footprint took place between Feb. 12 and Feb. 14th, 2020. The intended goal was a deeper understanding of how users would interact with the preliminary interface, as well as testing one specific pathway. In addition, the selected participants were interviewed to address comprehension of menu titles. The collected information will be used to revise the mid fidelity prototype for further testing. II. Procedure
Three participants were tested remotely. Ten minutes were allotted for app navigation and comments, with twenty minutes allowed for further comments and suggestions. Participants were prompted at each screen, with questions as to how they might perform a specific task. As an example, “If your goal is to reduce your single use waste, what menu item do you feel would provide you more information?” Participants were encouraged to comment as they progressed, with a deeper discussion occurring at the end of the navigation.
III. Findings and Implications for Future Design Modifications
Of the three participants, one navigated through with guided prompts easily, while the other two had issues with the current verbiage. On the “Reduce” menu page, all were confused by the inclusion of “reviews,” stating that reviews should be a separate initial menu item, with various selections from that point. Additionally “purchase” seemed to be a particular sticking point…”purchase what, exactly?” one stated. Suggestions were offered, such as “smart purchasing,” “green purchasing,” and “Suggestions for Everyday Purchases.” Participants also commented that the process of closing the slide out hamburger menu was difficult, with comments stating it was “too small.” Modifications will focus on clearer menu items and changes to menu categories.
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App given a provisional name.
Initial options reduced, addition of sign in, and a quick start “confused, click here” option. Menu moved to Hamburger at top.
Removal of “Purchase” option, to be moved to “Resources” in Menu.
Clearer verbiage, with an option to answer a few simple questions and get suggestions via “Help Me Decide.”
Single Use given clearer verbiage, with an option to answer a few questions and get a suggested solution.
Addition of “Basic Suggestions,” for those who either aren’t certain, or want more than one qualifier. Suggestions will show impact of all three.
“Hamburger” menu given log out option, as well as a “Confused, Click Here” option that guide Susers to the correct area after a few questions. Menu slide bar has additional contact area for easier closing.
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Capstone project: Ecogo (Feb-Apr 2021)
Environmental Impact Helper laid a solid foundation of clear need and target audience. However, the initial proposal needed further consideration. What else was available? Did these products meet the proposed needs of the target audience? To find out, competitive analysis was performed on three existing applications, Ecocred, eevie and North. All three were robust, but required extensive inputs and didn’t offer a clear set of understandable metrics for the user. At this point, inputs were intended for EcoGo as well, with the goal being to stagger them so as not to overwhelm or dishearten the user. A rudimentary flow map for EcoGo was created for this iteration. Upon review, a second simpler, more concise direction was implemented. EcoGo would require few inputs beyond very basic user data and occasional tracking. Simplifying this process to the essentials should help maintain user involvement.
Additional research into the psychology of color and user retention yielded a few directions for color schemes. These were presented to three participants and a final color story chosen.
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TARGET AUDIENCE
At this point the target audience was further refined for final ideation. EcoGo would be for individuals who wish to:
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Reduce consumption
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Recycle effectively
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Shop ecologically "smarter"
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Track impact
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Learn other conservation methods
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The focus will be on new and "reluctant" users.
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COMPETITIVE ANALYSIS
Three iOS apps were analyzed from the lens of the refined target user. All three offered many great features, but also required a heavy amount of user input and interaction.
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INITIAL FLOW MAP
The initial EcoGo flow map. After careful review with an advisor, it was decided that the most integral features to explore and prototype would be a combination of the teal profile setup and the lavendar quick start.
REVISED FLOW MAP
Revising the EcoGo flow map. Users input their name and a photo if they wish, choose from one of the main categories, and are offered three methods. They may choose one of these, which is automatically offered to their profile, or decline and receive three new options.
VISUAL DESIGN
Upon completion of desktop research, mood boards were created and shown to participants. These were grouped into three main themes:​
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Green, Whimsical, Classic
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The Sea, Trust, Nuanced
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High End, Luxurious, Out of the Box, Modern
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Participants felt that the first mood board felt "expected," and it received the lowest ratings overall. It was also described as "pleasant enough," "soothing" and as "something that i've seen before." Many ecological conservation helper apps stick to a traditional scheme such as this, so this didn't come as a surprise. The second mood board fared better, described again as "soothing," "relaxing" and "calm." While these are great feelings to inspire, EcoGo needs to be more invigorating and fun, to keep users engaged and excited to contribute. In the end mood board three received the most divisive comments. Bright colors were combined with traditionally luxurious/high end themes. Participants DID NOT care for the black and gold, but were strongly attracted to the bright colors and modern feel.
Using this feedback four main palettes were generated using the coolors color generator (coolors.co) Three new participants were shown the new schemes, and again the bright colors were favored, deemed "fun" and "upbeat." Questrial was chosen as the main font, with Roboto as a secondary font. A preliminary logo was created as well.
PROTOTYPE
While the flow, color and font have been chosen, the design of EcoGo is still evolving. Selected medium hi fidelity screens are shown below, however the final design is still to be determined.
OUTCOME AND REFLECTION
EcoGo is still very much under construction. The final outcome will be a clickable prototype of an app designed to inspire users to interact, learn and foster conservation habits to help make a difference. One of the key challenges encountered when conceiving the application was scope. Environmental Impact Helper had a large scope, EcoGo even larger in its earliest incarnation. Narrowing this down meant some compromise (in theory) of value: If users don't input all of their activities, consumption, etc. how can they be shown viable metrics? But after many conversations and reflection, getting someone involved at any level who is reluctant is an accomplishment. EcoGo will help those individuals to start, and could be expanded at a later date for the intermediate to advanced user.
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