Role: UX Design student
Project: With a team of four other students from CHAS Academy, I helped envision and design a digital platform that would contribute to more sustainable public transportation
Keywords: UX/UI, User Interviews, Surveys, Prototyping
Summary
Our proposal consisted of a webpage that would encourage people to take the train for trips inside the Nordic countries earning Greenpoints that could be used later for other trips or purchase of products.
This project was developed according to the Design Thinking 5 stages: Empathize, Define, Ideate, Prototype, and Test.
Research
and interviewing
Our first challenge was identifying the obstacles to more sustainable travel, like choosing trains over flights and designing a better digital solution. Through interviews and surveys, we concluded that:
1/ People seem to have a hard time rating their environmental impact. Some people think they are more environmentally friendly than they are, and some underestimate how environmentally friendly they are.
2/ There are many obstacles to choosing a more environmentally friendly alternative to flying. The primary obstacle was price, late time but also convenience.
3/ People seemed to be positively focused on a motivational scoring system for their greener choices that results in vouchers and the like.
4/ Pain points: People do not want to be redirected to another booking site, they do not want too many stops in their journey. That it will be good if you show how much carbon dioxide is emitted, but to do it in an educational way, otherwise you will not make an impact.
Based on our analysis we created an Affinity map from where we were able to identify 5 behavioral types: Planner, Inspiration seeker, Sustainability savvy, Price hunter, Newly arrived, businesspeople, and parents. From this, we clustering them into 3 categories from where we developed our strategy.
Prototyping & Development
We developed a webpage based on this concept:
ECOTRIP is a booking system for trains between the Nordic countries. The purpose of ECOTRIP is to make it easier for people to travel more sustainably.
By showing how much carbon dioxide emissions you contribute to, people become aware of their environmental impact. To further motivate them, they can earn Greenpoints if they book through our booking system. These green points can be used for vouchers and the like.
