👏 Final Hi-Fi Screens
❗️ Problem Statement
**The initial project scope was looking at carbon footprint reduction pain points, but after interviews I discovered a problem for a niche group of users whom I diverted my attention to.
While switching to a diet free of animal products is a realistic commitment for some users, a subset of users report that their attempts are frustrating and short-lived.
🔎 Research Questions
📋 Interview Insights (n=12)
User Segmentation Matrix
Users varied in their abilities to stay committed to a "greener" diet. Of those who failed, none continued to reduce or attempted a flexible regimen.
**The interview phase is when I began my pivot from overall carbon reduction to meat/dairy related carbon reduction specifically.
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📋 Surveys (n=50)
Interviews revealed that users experienced guilt/shame, I implemented an anonymous survey using Google Forms to allow for honest answers. The survey was additionally designed to understand how encouraging/deterring factors were ranked in terms of importance.
The survey design went through multiple iterations to ensure that users with one failed vegan/vegetarian/reduction attempt (rather than successful eliminators) were the target. I also posted to r/samplesize to get a larger n.
Questions were designed to inquire further about frustrations and encouraging factors as well as rank their impact on their journeys.
(Click to expand)See/Take Survey
📖 Secondary Research
Given that the new primary purpose of the project was to promote a behavior change, it was necessary to validate design decisions with existing literature.
1. Guilt: drives easy behaviors like recycling, but causes an aversion to harder behaviors (diet change)
2. Cognitive dissonance: some users identify as strict vegans despite consuming animal products
3. Tracking: habit tracking apps are effective and notifications that remind users to remember on their own are the most effective
Four R's of Sustainability
The new target was the subset of users who struggled with strict elimination. I had narrowed my scope from carbon reduction for environmentally concerned users to meat/dairy reduction for environmentally concerned users who struggle with elimination.
I compared tracking apps, recipe apps, carbon footprint apps, and r/zerowaste on subreddit. I found that guilt, strictness, overwhelming amounts of information, and discouragement/low morale were the cons of these apps. Framing setbacks positively, encouragement, motivation, and low difficulty tracking mechanisms were received positively.
I narrowed the users down to those who had stopped reducing entirely after a perceived "failure" since they were the most likely to benefit from this app. The persona features an eco-conscious millennial. He cares about the environment but does not want to sacrifice quality of life (social dinners, health, etc) too much. He's highly influenced by social factors and is restricted by time/cost living in the Silicon Valley.
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Ranked Common Frustrations
1) Missing the taste and the alternatives are not satisfying
2) Alternatives are costly, hard to find, or unavailable
3) Missing social/family gatherings
4) Time/effort involved in researching and shopping
1) Cheat days allow users to still have their favorite foods
2) Guilt-free if alternatives aren't available (e.g. traveling)
3) Can still indulge in social dinners
4) Research can be done incrementally, especially since users are not missing nutrients from just reducing
❤️ Minimum Viable Product
Several changes were made to the navigation, a back button was added, tracking became an overlay with "edit goals" link in the corner, and a comparison info page was added. The comparison page is unique to this app and has a unique icon.
Many vegan diet or carbon footprint apps use a pale green. This choice makes sense given that they are "green" apps. I instead used an orange centered theme to evoke feelings of motivation and positivity and distinguished Reduce from other apps.