Greatful - Final Major Project Process Book

G R E AT F U L A socially conscious, circular economy of good.

Final Major Project Process Book Design Management and Cultures (BA Hons) Written and designed by Amelia Lyng Student ID WOL16502437 Published on May 18th, 2019

G R E AT F U L A socially conscious, circular economy of good.

Table of Contents Part 1 _ Introduction 7 Part 2 _ Explore

10

Ideation Journey

12

Key Motivational Drivers

14

Research Methodology

16

Research Ethics

18

Part 3 _ Discover

20

Survey

22

Empathy Mapping

24

“How Might We� Questions

26

Target Audience

27

Benchmarking/Competitor Analysis

28

Part 4 _ Define

30

Process Framework

32

Project Brief

34

Project Scope

36

Gantt Chart

37

SWOT Analysis

38

Stakeholder Map

39

Other Management Tools

40

Team

41

Part 5 _ Create

42

Platform Ideas

44

Features

45

Part 5 _ Create, Continued

Initial Design

46

Design Sprint

48

Presentation Feedback

50

Design Sketches & Tree Diagrams

51

Part 6 _ Implement

56

Prototyping

58

Review, Refine, Optimise

62

Final Prototype

64

Beyond the MVP

66

Part 7 _ Develop

68

Brand Values

70

Brand Archetype

71

Name & Logo

72

Visual Identity

76

Brand Strategy

80

Part 8 _ Deliver

82

Exhibition Moodboard

84

Exhibition Deliverables

86

Part 9 _ Conclusion

88

Part 10 _ References & Bibliography

92

6

PART 1

Part 1 _ Introduction Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

INTRODUCTION

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8

PART 1

Introduction Never has the natural environment been so contentious, controversial, and internationally disputed as it is today. And for good reason. Anthropocentric climate change (that is, human-caused climate change) is bringing our planet closer and closer to an ecological crisis of an unprecedented scale. But what can we actually do about this?

Climate change is a wicked problem. More specifically, a ‘super wicked problem’, a term/concept created specifically for climate change (Kolko, 2012).

Wicked problems are complex, multifaceted social issues, and because of this, they function as a series of perplexing riddles that must be unravelled, rather than as singular ‘problems’ that must be ‘solved’.

Clearly, the solution isn’t clear at all.

Unsurprisingly, climate change, or, more accurately, climate breakdown, is not exactly an uplifting subject matter. Even the most optimistic among us will struggle to maintain that demeanour when confronted with the barrage scientific data telling us that we have approximately 12 years to basically change our entire society if we want to avoid absolute chaos. The 2018 IPCC report, and the resulting media coverage, only perpetuated this overwhelming anxiety.

Of course, it’s not all bad — the more urgent the calls for change, the more people are engaging with the subject. Vegetarianism and veganism are on the rise, as is ‘sustainable consumption’ and lifestyle behaviours. Some companies are taking the first steps to changing their practices, many more sustainable start-ups are springing up, and politicians are certainly talking about it a lot, when they’re not discussing Brexit, Trump, or other more ‘important’ political issues — as though an estimated 9 billion people on an uninhabitable planet is not ‘important’.

I’ve been drawn to environmental issues since I was first shown Al Gore’s ‘An Inconvenient Truth’ at the age of 14 in 9th grade science. I remember the feeling of my stomach churning as I saw the footage of smokestacks emitting thousands of tonnes of CO2 every hour, the graphs depicting ‘the point of no return’, and humanity inching ever closer to that point.

INTRODUCTION

At 15, I was a part of the founding team of Project Possible, a small group of friends dedicated to environmental activism — essentially a tiny version of Extinction Rebellion. While studying Product Design at Brunel, I infused my projects with elements of sustainability where possible, i.e. ensuring my designs did not waste materials unnecessarily, choosing more sustainable materials and manufacturing processes, considering the purpose and implications of my designs.

On the Design Management course at LCC, I’ve also managed to incorporate the environment into my projects. For our Design Management case study in Year Two, I wrote about Made-By, a non-profit organisation acting to improve the environmental and social conditions within the fashion industry, primarily through supply chain management. Just three months ago, I submitted my dissertation, titled “The Paradox of ‘Sustainable Consumerism’: In a capitalist and consumerist society, to what extent are consumers able to engage in ‘sustainable consumerism’, and is it a viable solution to climate change?”. It was a long and arduous process, and yet because of my passion for the subject, I enjoyed almost all of it. The research never ceased to interest me, and I now feel like I can have an educated and nuanced discussion about sustainability, climate change, and consumers’ role in both.

All of this is to say: sustainability and the environment have been an important and meaningful part of my life for over a decade, and it has culminated in the project that will be presented to you in this book.

Did I ever think that I would be creating an app that rewards people for sustainable behaviour? Not really, no. Have I achieved everything I set out to do?

If I’m honest, I’m not entirely sure. But I have endeavoured to stay true to my values and initial goals, using the design process to inform and guide my journey. I’ve tried to base my decisions on research and insights and to evaluate every option from a human-centred and environmentally-centred perspective.

I will allow you, the reader, to evaluate how well I have succeeded at this.

Enjoy!

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10

PART 2

Part 1 _ Introduction

Part 2 _ Explore Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

EXPLORE

Goal: Broadly explore and investigate possible directions. Research possibilities in order to inform later decisions on scope and objectives.

The explore phase is very similar to the ‘discover’ phase — the latter is really just an extension of the former. I split them into two parts because to delineate my secondary research from my primary research, and for the sake of chronology. Essentially, the ‘explore’ phase covers everything that led up to my focused, targeted user research.

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PART 2

Ideation Journey Other than the overarching theme of sustainability, my ideas have evolved several times.

Several years ago, before even deciding to study at UAL, I had an idea for an ‘ethical index of brands’. I got the idea while out shopping. I thought it would be useful to have a single ‘go-to’ platform where you could access verified and super clear information on how ethical/sustainable various brands are. This information already exists online, but it is difficult to find, and it is not always consistent or trustworthy.

I wrote my dissertation on ‘the paradox of “sustainable consumerism’”, which argued that ‘sustainable consumerism’ is not the most effective way for consumers to spend their time and money, that it is not a useful solution to climate change, and that governments and global corporations need to take responsibility and do more — a lot more!

Understandably, I was therefore in a bit of a dilemma in terms of reconciling this argument with my initial idea of a brand index. How could I justify encouraging MORE consumerism, even if it is conscious? We need a cultural, societal, systemic change in order to mitigate climate change!

But how does this change come about? Well, this is where sustainability arguments really diverge. Some argue that activism to demand more from governments is the way. Others believe that individual actions on a grassroots level can scale up and result in societal changes. Others suggest technocratic solutions such as building machines that can collect CO2 from the atmosphere.

I considered all of these arguments and how I could contribute in a way that would align with at least one of them. I was able to justify my decision to focus on individual consumers and SMB’s because of user desires and project scope constraints.

EXPLORE

Ethical Brand Index Redesign UN’s ‘Act Now’ Chatbot

Hemp Redesign Activism Sustainable Behaviour Tracking App

Final Concept: Greatful App

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14

PART 2

Key Drivers: Dichotomy List Sophie and I developed this list during class, which I call the ‘dichotomy list’.

On the left is what we perceive to be the current state of affairs regarding climate change, and on the right, the ideal scenario. This list turned out to be a really useful reference point to organise my ideas and develop a strategy going forward.

Abstract Global and long-term Powerlessness Negative feedback loop Information overload Blame and guilt Conflicting information Negative and pessimistic Fear and shock Myriad of opinions, tips, blogs Expensive, difficult, inaccessible Unsustainability is normalised

Tangible Local and immediate Empowering Positive feedback loop Structure and priority Action and collaboration Consensus and agreement Positive and optimistic Hope and bravery Concrete tools and strategies Cheaper, easier, accessible, fun Sustainability is normalised

EXPLORE

Key Drivers: ‘Bright Green’ Environmentalism Writer Alex Steffen categorises contemporary environmentalism into roughly three groups along a spectrum: dark, light, and bright green (Steffen, 2009).

My dissertation probably fell somewhere between dark and bright, but I want this project to lie firmly in the bright green, especially with the list on left focusing on positivity, optimism, and empowering strategies.

Dark Green

Bright Green

Light Green

• 1960s and 1970s

• 2010s

• 1990s and 2000s

• Seek radical political change

• Innovation and regulation

• “Green is the new black” mentality

• Associated with anti-capitalism, anticonsumerism, ‘deep ecology’, and spirituality.

• Radical changes are needed, but better design, new technologies and social innovations are the best means for change.

• Environmentalism is a lifestyle choice, a personal responsibility.

• No emphasis on political reform.

“Bright green environmentalism is less about the problems and limitations we need to overcome than the “tools, models, and ideas” that already exist for overcoming them.

It forgoes the bleakness of protest and dissent for the energizing confidence of constructive solutions.”

— Ross Robertson (2007)

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PART 2

Research Methodology I based most of my methodology on the recommendations from IDEO’s “Field Guide to Human Centred Design” (2015), in an attempt to get as much qualitative user research as possible. My final outcome should hopefully be very human-centred, so my research should be designed accordingly!

A combination of primary, secondary, quantitative and qualitative research was used to inform and guide my process. Quantitative methods for measuring, ranking, categorising, and identifying patterns, and qualitative methods for describing, interpreting, contextualising, and gaining in-depth insights.

These mixed methods allowed for a combination of numerical measurements and in-depth exploration.

Primary Research Interviews (qualitative): I selected participants based on my target audience. I know a lot of people who are interested in sustainability and actively engage in sustainable behaviours, and I conducted 4 interviews with people like this. The interviews were semi-structured. I loosely adhered to a list of questions I prepared, but allowed for deviance if the conversation seemed to go another direction. The interviews were rather informal, and I mostly took written notes, as opposed to recording the audio.

Survey (quantitative & qualitative): My survey ended up including 33 questions, with 51 respondents. The questions were either 1-10 scale or multiple choice. There was a good distribution of ages, genders, and nationalities. The survey was great for identifying patterns of needs, and desires amongst my target audience. The open-ended comment box at the end of each section provided a lot of invaluable qualitative data as well.

Observations (qualitative): The observations were very informal and unstructured, and mostly took place on an ad hoc basis in my daily life. They mostly came from conversations with friends and family, as well as social media and websites. These findings were usually scribbled into my notebook, but provided valuable insight nonetheless.

Empathy Mapping (qualitative): I used the empathy mapping template from class to organise the findings from my survey, interviews, and other obser-

EXPLORE

vations. It was a lot of work to put my insights into one document, but it was a very useful exercise for structuring my findings.

Journey Mapping (qualitative): This was mostly done during class with the help of Phillippa. It was a good way of visualising ‘a day in the life’, and seeing how my proposed concept would fit into the lives of my target audience.

Secondary Research Dissertation: Focused on climate change, the ‘attitude-behaviour gap’ (also known as the ‘value-action gap’), behavioural psychology, the influence of capitalism and consumerism on modern culture, the influence of the media on consumer behaviours and purchasing choices, and the relative lack of responsibility and accountability held by governments and large corporations. This research heavily influenced my project, and provided the theoretical foundation for my primary research. Some of my main sources have been included in the bibliography, but there are far too many to list them all.

Benchmarking: A lot of my time was spent researching similar platforms and services and evaluating their pros and cons. Doing this provided insights into what I wanted to achieve with my concept, and (hopefully) prevented me from making certain mistakes that I observed in other apps.

UI/UX & App Design: While designing my prototype I frequently Googled various questions I had about UI and UX design, which yielded a lot of really interesting information on UI/UX principles, which was very useful for guiding my wireframing and prototyping.

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PART 2

Research Ethics I ensured that my research remained ethical by following the six key principles of research ethics, as set out in the ESRC Framework for Research Ethics (Ethics Guidebook, 2015): Ensuring quality and integrity of your research My research was designed, reviewed, and undertaken to ensure integrity and quality.

Seeking informed consent Research subjects were fully informed about the purpose, methods and intended possible uses of the research, and what their participation in the research entailed. I always remained completely transparent and honest about the purpose and intentions of my research, and always made sure to ask if research subjects had any questions or objections, both during interviews and in the survey. On the right are examples of this from the survey.

Respecting the confidentiality and anonymity of your research respondents The confidentiality of information and the anonymity of respondents was respected at all times. No data or direct quotes were used that could be traced back to them personally. I made sure to state this explicitly in both the survey and in interviews.

Ensuring that your participants will participate in your study voluntarily All research participants participated in voluntarily, free from any coercion. Avoiding harm to your participants Because there was little to no risk involved in my research, I was able to guarantee full absence of harm to the research participants.

Ability to show that your research is independent and impartial I stated clearly at the beginning of both the survey and interviews that I was conducting this research independently for my own personal project. The research was conducted completely independently and there were no conflicts of interest.

EXPLORE

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PART 3

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

DISCOVER

Goal: Develop a thorough understanding of the audience, the brief, and the project objectives, in order to formulate a design strategy.

The ‘discover’ phase is, in essence, a continuation of the ‘exploration’ phase. I separated the two in order to distinguish between the theoretical research and the userand human-centred research, but in reality, the two are congruous.

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PART 3

Survey I began my user research with a survey. I had a number of assumptions and hypotheses that I was basing my ideas on, and I needed these proved or disproved as quickly as possible. Writing the questions turned out to be more difficult than I anticipated. I had so many questions I wanted to ask, across a variety of topics, so it was difficult to structure the survey in a way that would make sense to the person answering it. I considered only including the more general questions, but I figured that if I was only going to send out one survey, I might as well get as much information as possible. I’m sure the length of the survey was off-putting for some people, but I still managed to get 51 responses.

I had an idea of my target audience before I began the survey — people who are already interested in climate change and sustainability — so I posted my survey on a lot of sustainability-related groups on Facebook. A majority of my respondents came from these groups.

At the end of my survey I included a few questions where people could give feedback on the survey itself, which is something I’ve seen and appreciated in other surveys. The feedback was generally good, overall people seemed to think the questions were clear and understandable. The main issue was how long it was, which it completely understandable because it was long — something I was already aware of.

Certain responses were expected, such as how much people cared about the environment (these were my target audience). Other answers were more unexpected: 91% of respondents answered ‘yes’ (6-10 on 0-10 scale) to the question: “Would you be interested in a digital platform where you could easily access reliable and honest information related to climate change, global warming, and sustainable development?”. I didn’t expect the number to be this high.

The comment section turned out to be invaluable, and in some cases provided better insights than my face-to-face interviews. I was surprised at how much people wrote, and how much effort they put into their answers. These responses were extremely useful for my empathy map. I was really excited to have gotten such valuable quantitative and qualitative data from my survey alone.

While making the graphics to visualise my findings from the survey, I realised that instead of a 0-10 scale for many of the questions, a 1-5 scale probably would’ve sufficed, and made it easier to summarise my findings.

A link to the survey can be found in the reference list.

DISCOVER

85%

57%

95%

Strongly agree that more needs to be done to address climate change

Want to know more about climate change and actively seek out more information

Are interested in a digital platform with reliable information about sustainability

81% Are extremely concerned about

Over two thirds (78%) engage with sustainable behaviours on a daily basis

the impact of climate change on our planet

Barriers to Sustainable Behaviour 100%

a. Too expensive

61%

b. Too time-consuming c. Inconvenient

60%

35%

41%

d. Don’t know how/what to do

35%

e. Not motivated

24% 12%

f.

10%

10%

a

b

c

d

e

f

g

0% h

8% i

Friends/family prevent me

g. It won’t make a difference h. Not interested i.

There are no barriers for me

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PART 3

Empathy Mapping Think

Feel

People can have an impact; governments & leaders must do more, and are most responsible for change

Anxiety, fear, powerlessness, hopelessness, confusion, guilt; Excitement, hope, empowerment

“Individual lifestyle changes have limited impact, political actions and activism have more”

“Too much information about climate change issues is detrimental to mental health.”

“Individual actions are important, but the impact is fairly small. It’s like fighting an uphill battle! And it puts too much pressure and guilt onto the wrong people”.

“The information surrounding sustainability and climate change is confusing and overwhelming” “Fear of being arrested”

Hear

Say and Do

Either very positive, calling to action; or negative, nihilistic and eschewing responsibility

Gathering information; changing behaviours; engaging in discussions with others

“As people we have more power than we think, through our vote and our choices as consumers.”

“Starting to get more information about service providers and how they invest their funds.”

“It’s not my problem . . . I don’t have time” “I’m just one person, whether I recycle or not will not make a difference.”

“I’ve made many changes to my lifestyle to reduce my environmental impact. The next changes are big ones . . . but not easy changes to make”

DISCOVER

Pains

Gains

It’s too time-consuming, expensive, and inconvenient to live a sustainable lifestyle

Want to feel like I have power and agency in the fight against climate change

It’s difficult to know what is actually ‘sustainable’, and what impact our actions actually have

Feel really strongly about this issue, want to see changes, willing to work to make changes

Feel powerless, but also feel empowered by taking action

Want measurable impact, don’t want to put in a lot of effort for nothing

Unable to take part in certain types of activism due to not knowing about the issue and/or what to do, or due to safety and privacy concerns

Climate change is one of the most important issues of our time, want to take part so I know that I did my part to prevent climate breakdown

“Often the information on what is sustainable and what is not is ambiguous and contested. Therefore, sometimes it can be difficult to establish whether the behavioral changes actually have a positive impact.”

“We all have the ability to make changes to everyday life, even if its tiny things like turning an appliance off when not in use.

If everyone in the world made one small sustainable change to their lives we could begin to see progress and change.”

* Full empathy map can be found in appendix.

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PART 3

How Might We . . . . . . empower people in the fight against climate change, and give them the tools to wield that power? . . . empower people to be active and informed around sustainability and embed new behaviours? . . . make ordinary people’s voices heard and their actions made visible? . . . enable and encourage ordinary people to communicate with the people in power? . . . help sustainable SMBs gain more publicity and hence shift public demand? . . . help sustainable SMBs communicate transparency and positive environmental impact?

DISCOVER

Target Audience

Primary

Secondary

Tertiary

Age 24-28

Age 16-23

Age 28 - +35

Young professionals

Students and/or employed

Employed full time

Early Adopters Early Majority

Innovators Early adopters

Early Majority Late Majority

Very concerned about the environment

Concerned about the environment

Many are vegetarian and/or vegan

Many live at home or at uni, difficulty of balancing adulthood with values

Many are in relationships, thinking of buying houses, starting families

Financially independent but not earning that much

Not financially independent

Early Majority

Difficulty of being sustainable with children Financially independent but not much freedom

Late Majority

Early Adopters

Laggards

Innovators

2.5%

13.5%

34%

34%

16%

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PART 3

Benchmarking & Competitor Analysis For benchmarking, I created my own system of evaluation, based on the criteria that I wanted to include in my own design. These are: ease of use, UI/UX design, quality and quantity of information, feedback/ responsiveness, activism, and building community. I remembered a type of graph that I’ve seen used for personality trait tests, known as a ‘radar’ or ‘spider’ chart. This turned out to be a great way to visualise the ratings I’d given each criteria for each brand.

Ease of Use Building Community

UI/UX Design

Activism

Information

Feedback/ Responsiveness

My benchmarking revealed that the platforms/services roughly fall into 3 categories: Interactive quizzes which measure your environmental impact (and maybe provide some helpful solutions); apps & websites which rank existing brands and help you make informed decisions; and apps which track behaviours.

Commonalities I found: • Action/activism occurs either by contacting via social media or sending an email, often a prewritten message (like Fashion Revolution, Oxfam, Good on You).

• Area of interest is most commonly fashion, then lifestyle.

• Apps are the best format for useability.

Oxfam’s “Behind the Brand”

Slavery Footprint

Info.

Feedback

Activism

Info.

Activism

UI/UX

Info.

UI/UX

Feedback

Comm.

Ease

Ease

UI/UX

Good On You

Ecological Footprint

Comm.

Feedback

Activism

Info.

Activism

Ease

Feedback

Comm.

UI/UX

Comm.

Ease

Feedback

Info.

UI/UX

Feedback

Info.

UI/UX

Love Your Clothes

Activism

Comm.

Ease

Fashion Revolution

Activism

Comm.

Ease

Feedback

Info.

UI/UX

Activism

Comm.

1 Million Women

Feedback

Ease

Info.

UI/UX

UN’s ‘Act Now’ Chatbot

Activism

Comm.

Ease

DISCOVER 29

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PART 4

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

DEFINE

Goal: Define the project goals and constraints, and develop a suitable project management plan.

For me, the ‘define’ phase was mostly concerned with defining the project goals and the project constraints. This included organising time and resources, evaluating strengths and weaknesses, and identifying stakeholders. As Joseph Phillips wrote in the “PMP Project Management Professional Study Guide” (2003), “Project management is the practice of initiating, planning, executing, controlling, and closing the work of a team to achieve specific goals and meet specific success criteria at the specified time. The primary challenge of project management is to achieve all of the project goals within the given constraints” (Phillips, 2003). Most of my management planning took place concurrently with the user research from the previous chapter, and both elements influenced and informed each other.

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PART 4

Design Process Framework These days there are a number of design process frameworks in existence. A quick Google Image search of “design process” yields at least 15 models, and suggestions for specific design disciplines such as product design, graphic design, interior design, UX design, architecture, research, etc. By far the most popular and well-known is the ‘Double Diamond’, created by the Design Council (Design Council, n.d.). It outlines four phases (also known as the Four D’s): Discover, Define, Develop, Deliver, characterised two rounds of divergent and convergent thinking. There is also the popular ‘Five Hexagons’ model, which labels the phases: Empathise, Define, Ideate, Prototype, Test.

However, as useful as these models are, I’ve not based this project on either.

It’s not that there’s anything inherently wrong with the models (they are both great at visualising the design process, and there is a reason they are both ubiquitous within the design world). I think I’m just tired of them. Perhaps because they’ve been repeatedly drilled into my mind during my six years of university, particularly the Double Diamond model and the Four D’s.

I wanted to find another design process model that would feel more inspiring.

I came across the following process, created by Australian digital design company Humaan (About Humaan, n.d.). I personally like this one a lot more because it shows how the processes overlap and extend past each other, rather than implying that each stage is separate from the others. Additionally, they created it specifically for the digital design process, which is more specific to my FMP. The original image had 5 phases: Discover, Design, Implement, Develop, Deliver. I chose to add another phase between the first and second phases: Define.

This kind of encompasses my my management and organisation stage. Not only am I defining the problem and the brief, but also the goals, resources, constraints, and the management plan going forward. I traced the original image from Humaan, added another ‘mountain’ and recoloured the image.

Define

Define the project goals and constraints, and develop a suitable project management plan.

Discover

Develop a thorough understanding of the project, audience, and the objectives to formulate a digital strategy.

Craft a purposeful design to reflect the objectives and indicate the direction for the entire project.

Design

Bring the design to life in the form of an interactive and functional prototype.

Review, refine, and optimise.

Implement

Incorporate implementation and technical components into a highly functional system, ready for review.

Develop

Review, refine, test and prepare final project for delivery.

Launch and continue to evolve over time.

Deliver

DEFINE 33

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PART 4

Project Brief

The Problem Climate change is an inherently difficult and disheartening issue. Its massive scope and scale mean that even those actively engaging in sustainable behaviours often feel powerless and overwhelmed. For those who want to do more for the environment it can be difficult to know where to start, as much of the information concerning sustainability is conflicting and inconsistent.

Being sustainable is perceived as expensive, difficult, and inaccessible, and other than the self-imposed desire to ‘do good’, there isn’t much of an incentive to pursue these behaviours.

The Goal Our goal is to somehow turn the pessimism, fear, ambiguity, and powerlessness associated with climate change and sustainability into optimism, bravery, tangibility, action, collaboration, and empowerment.

The Target Audience The primary target audience is people who “believe” in climate change and are interested in sustainability. They may already be engaging with sustainable behaviours. Alternatively, they may be willing to live more sustainably, but are unable to do so, perhaps because of lack of knowledge or incentive.

DEFINE

The Stakeholders (Decision-Makers) The primary stakeholders are: • Project lead/project manager (Amelia Woldbye) • DMC Team (Tara, Lorena, Eric, and Snez) • Tutors & Course Leads (Mo-Ling, Phillippa, etc) • Peers (classmates, friends).

Deliverable Requirements: • Design process book (physical printed deliverable) • Project management book (physical printed deliverable) • Designed prototype (physical or digital) • Presentation (digital)

Budget:

Key Dates:

• Time: 390 hours from Jan-May

• Proposal: March 1st 2019

(24hr/week average) • Money: max. £50

• Hand-In: May 10th 2019 • Degree Show: June 18-22nd 2019

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PART 4

Project Scope In terms of scoping, there are a number of levels on which we can focus and work: Individual, Community, Society, and Culture/World. These roughly correlate with Operational, Strategic, and Systematic change. With regards to climate change, of course I’d like to enact cultural and systemic changes. But realistically, that is far beyond the scope of my FMP. So instead, I will attempt to work on the individual and community levels (operational), with the hopes that changes here would eventually travel upwards and result in strategic and systemic changes.

World Systemic

Society

Strategic Community

Individual Operational

AWL+

AWL+

2.5 Journey Mapping

2.6 Target Audience/Demographic

AWL+

AWL+

AWL+

AWL+

AWL+

AWL+

AWL+

3.3 User-Centred Design

3.4 Behavioural Psychology

3.5 Environmental-Centred Design

3.6 UI/UX Design

3.7 Systems Design

3.8 Environmental/Activism Marketing

3.9 Market Research

AWL+

4.1.3 User Testing 1

AWL+

AWL+

AWL+

AWL+

AWL

AWL+

5.1 Marketing Plan

5.2 Business & Strategy

5.4 Final Portfolio

5.5 Exhibition Planning/Brainstorming

5 IMPLEMENTATION

4.5 Final Prototype

AWL+

4.4 Finalising Design

4.3.1 Name/Logo

AWL+

AWL+

4.2.2 User Testing 2

4.3 Branding/Brand Identity

AWL+

4.2.1 Rapid Prototyping 2

AWL+

AWL+

21/04/19

28/04/19

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March 11-17

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April 1-7

Week 9

DEVELOP Week 8 March 25-31

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April 8-14

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April 15-21

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April 22-28

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April 29-May 5

Week 13

DELIVER

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May 6-12

Week 14 F

FINAL HAND IN

4.2 Design Sprint 2/Secondary Iterations

AWL+

4.1.2 Rapid Prototyping 1 (10/02)

AWL+

4.1.1 Design Sprint 1 (05/03)

4.1 Initial Design Brainstorming

4 DESIGN

AWL+

AWL+

-

M

Week 4 Feb 25-March 3

FINAL HAND IN

3.9.1 Benchmarking Other Projects

AWL+

3.2 Activism

3 SECONDARY RESEARCH

3.1 Sustainability & Climate Change

AWL+

AWL+

2.4 Empathy Mapping

2.6.1 Create Persona/Archetypes

AWL+

2.3 Focus Groups

F

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-

Th

0%

100%

AWL+

AWL+

AWL

W

-

2.1 Survey - Write & Publicise

2.2 User Interviews

T

Week 3 Feb 18-24

FINAL HAND IN

2.1.1 Survey Analysis

M

Week 2 Feb 11-17

Feb 4-10

DISCOVER Week 1

100%

80%

40%

70%

100%

80%

100%

100%

81%

PCT OF TASK COMPLETE

70%

AWL

DUE DATE

2 PRIMARY RESEARCH

1.5 Proposal: Friday March 1st

AWL

1.4.1 Stakeholder Mapping

AWL+

1.4 Risk Management/SWOT

AWL

ALL

1.3 Group Roles

1.4.1 PESTLE

AWL

AWL

AWL

TASK OWNER

1.2 Scope & Goals

1.1.1 Gantt Chart

1.1 Planning and Timeline

1 PROJECT MANAGEMENT

TASK TITLE

Final Major Project Organisation

Timeline - Gantt Chart M

T

W

Th

May 13-19

Week 15

EVOLVE

F

DEFINE

FINAL HAND IN

37

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PART 4

SWOT Analysis Helpful

• Project management skills • Communication skills (verbal, written, visual)

S

Internal

• Perfectionism getting in the way of progress

W

• Excessive worry/anxiety

• Research skills

• Overworking myself and getting run down

• Passion for subject

• Time-management issues

• Strong desire to challenge myself

• Procrastination

• Very high standards for my work

• Lack of focus

• Determination

• Unable to delegate and trust others with my work

• Design skills

• Ambition

• Sustainability & climate change is a massive media topic

External

Harmful

O

• Many people are interested in doing more but don’t know what and/or how

• Potentially unreliable team?

• Saturated market to compete with • Competing for limited attention of phone users

T

• External work demanding too much of me

• Collaboration with external partners

• Unforeseen events getting in the way of work

• Potential career opportunities

• No collaboration/project not of interest to partnerships

• Helping the environment!

• Good intent for portfolio • Great learning experience • Improving many skills

DEFINE

39

Stakeholder Map

Peripheral Influence Interest Groups

Government

Public

NGOs

Other global businesses/corporations

Press / Media Community

Indirect/External Prospective Users

Key Contributors

Prospective Partners (Businesses) Interest Groups

Interviewees Volunteers for User Testing

Press / Media

Direct/Internal

NGOs

Partners & Affiliates

Family

Advisors Close friends Peers

Users/ Customers

Core Tutors DMC Team Sister Boyfriend

Project Team Investors & shareholders Close friends & family

Project Manager (me)

* In italics are stakeholders if the project became an actual business

40

PART 4

Other Management Tools These are some of the other organisational tools, apps, online documentation and approaches I used to manage my time and resources.

Trello

Agile PM

Smart Goals

Organising thoughts, ideas, resources, and images.

Remaining organised and pragmatic while being flexible and responsive.

Specific, Measurable, Achievable, Relevant, Time-Based goals.

Notebook

Google Docs

Planner/Agenda

Taking notes, brainstorming, jotting down ideas, sketching.

Document back-ups, sharing documents with team.

To assist with timeline, dates, staying on track, time management.

DEFINE

Team Members When I got the list over who was potentially in my team, I immediately set up a meeting with them. I explained what my project was about, and got them to fill in a Google Doc with their class times, other commitments (like work), what other FMPs they were involved with, and their emails and phone numbers. I also asked them what their Myers Briggs type was, just for fun :)

Tara

Eric

Year 2 MBTI: ENFJ Interest: sustainability

Year 1 MBTI: ?

Interest: user testing

Lorena

Snez

Year 2 MBTI: ENFP Interest: design

Year 1 MBTI: ?

Interest: design

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PART 5

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

CREATE

Goal: Craft a purposeful design to reflect the objectives and indicate the direction for the entire project.

Once I had analysed the results from my user research, benchmarked other similar concepts, and organised my time and resources, it was finally time to begin designing and creating. I had already begun sketching and brainstorming some designs earlier, but now it was time to really focus on crafting a functional concept.

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PART 5

Platform Ideas Personal Actions

Businesses

Promoting sustainable actions that people can take, ranked by their environmental impact, feasbility, price, etc. Could provide positive feedback loops to show impact of actions.

Promoting sustainable SMBs, and condemning unsustainable businesses. Could be ranked by various measurables, can be filtered to suit user’s needs.

Legislation

Good News

Suggesting actions that could be taken by politicians, i.e. policy and legislative. People could ‘vote’ or ‘show support’, hopefully spurring leaders to take action.

Collating positive progress against climate change and inequality - themes such as the UN’s SDGs. Positive messages for hope and inspiration!

Resources Information and resources to help people educate themselves on climate change, policy, activism, and other useful tools.

CREATE

Features I knew I wanted to create a digital platform, and I knew I wanted to focus on the features that I had benchmarked other related designs against (ease of use, good UI/UX, good quality and quantity of information, good feedback, elements of activism and building community). However, I still had an extremely broad set of features that I wanted to include, which I needed to narrow down somehow. My plan was to just start designing and prototyping, and certain features would end up naturally being excluded as I tested and iterated.

Gamification

Community ‘Ecotype’ Quiz

Feedback 3rd Party Collab

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PART 5

Initial (Quick) Design The first design I created was based heavily on the design I had thought about for my idea of the ‘ethical brand index’. I made a super-quick mockup on Adobe XD, one of Adobe’s newest programs, created specifically for prototyping and wire framing. I wanted to have a basic visual to show for the project proposal presentation, so that people could understand what I was picturing in my head. However, I was fully aware that this was just my first idea, and that it would likely change a lot in the months to come.

CREATE

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48

PART 5

Design Sprint Right before the proposal presentation did a very short design sprint. I was struggling to come up with ideas other than the one I had already prototyped, even though I knew I needed to explore many other options. I enlisted the help of my group, and told them to write down all of their craziest ideas and their most bizarre associations. We had a really productive hour and filled up 3 sheets of A5! The graphic on the right is a visualisation of how the ideas fit into my concept. The idea of app integration (such as Citymapper) to auto-log certain behaviours was a key idea, as was the idea of gamification. We all agreed that an app, as opposed to a website, would be the best platform for this, in order to ensure that users would log their actions over the course of long periods of time.

Log sustainable actions

Condemn ‘bad’ companies

Support sustainable SMBs

Community

Join groups of likeminded people

Actions

Gamification

3rd Party Apps (Citymapper, Steps)

Collab & Integration

Sustainable SMBs (Olio, Loop)

Tracking

Behaviour

Compete against friends

Design Sprint Key Concepts

Discounts, Vouchers, Loyalty Programs

Rewards

Points, Medals, Badges

Challenges

‘Ecotype’ Quiz

CREATE 49

50

PART 5

Presentation Feedback I included the findings from the design sprint in my presentation. I generally got very good feedback from the presentation. People reacted positively to my user research and benchmarking, as well as my overall concept. The key takeaways were:

- Very good feedback on the ‘dichotomy of climate change’ list. It was suggested that I could focus on just one of the pain points from that list as my key objective.

- My decision to make the platform an app was ratified.

- Tree jack diagrams were suggested to help me with information architecture. I had not heard of them, they proved to be a very useful source.

- The idea of “if you could do just one thing a day” was suggested. Perhaps the app could suggest just one action or behaviour as a challenge to be completed that day.

- The best way to get over my mental block would be to just start prototyping!

- It would be worth looking into crowdsourcing as an interesting aspect.

CREATE

Design Sketches And so I began designing my app in earnest. My primary goal was to consider the app features and how to organise them appropriately. This was a sort of 3-pronged approach: organising the features I wanted to include into an information architecture flowchart, or tree diagram; sketching designs on paper; and researching UX and UI design. I would frequently outline a flowchart, sketch a design accordingly, realise that the design didn’t work, redesign it, reconsider my flowchart, Google whatever particular element of UX I was struggling with, redesign based on that information … ad infinitum.

I ended up having four iterations of the flowchart/tree diagram and five pages of A3 sketches, as well as several pages of sketches and notes in my notebook. On the following pages I’ve included my first and my final tree diagrams and a few pages of sketching. There are also some ‘hard-copy’ sketches accompanying this portfolio.

51

Community

Log Business/Purchase

People's posts (a la Insta)

Leaderboards ?

Group/community achievements

Log Action

LOG

HOME

Enter details etc

Sign Up

Browse Communities

Sign In

Onboarding

Information Architecture / Tree Diagram v.1

Actions

No, maybe later

Take Eco-Type Quiz?

Save/Star Actions

Filter by Criteria

Explore Actions

Yes (take quiz)

Information Architecture Flowchart / Tree Diagram v.1

Businesses

(quiz)

Save/Star Businesses

Filter by Criteria

Browse/Explore Businesses

52 PART 5

CREATE

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54

PART 5

Like / Appreciate

DASHBOARD

Challenges etc

Suggestions

Suggestions

Browse: categories & impact, search

Featured Brands

Newsfeed

Save/Star/Favourite

Recents/habits/ favourites

Actions & Purchases

Quick-Log (habits/recents/favourites)

REDEEM

Actions & Purchases

HOME

Enter details etc

Sign Up

Points & Activity Overview (see more in profile)

LOG

Sign In

Swipe through USPs

Onboarding

Tree Diagram v.4

PROFILE

No, maybe later

Take Eco-Type Quiz?

Games?

Goals

Personal Info

Activity

Points, Badges

Quiz

SETTINGS

Yes (take quiz)

Information Architecture Flowchart / Tree Diagram v.4

About Us

Settings

Profile

Units

Notifcations

Integrate other apps

Your Communities

Ecotype - retake quiz

Goals

CREATE 55

56

PART 6

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

IMPLEMENT

Goal: Bring the design to life in the form of an interactive and functional prototype. Review, refine, and optimise.

Although this phase was primarily about wireframing and prototyping my app, there was still a lot of going back and forth on designs. I would often sketch a design, which would look promising on paper, then create a wireframe and realise that it was not working out the way I had envisioned it. Most designers are keenly aware of the disparity that can occur between how one imagines a design looking and functioning, and how it actually functions in practice — which is exactly why prototyping is so important!

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PART 6

Prototyping Adobe XD For my prototypes I used Adobe XD (experience design), which is a super simple and intuitive program if you’re used to Adobe’s other software. A quick Google search of which programs are best for prototyping revealed that the general consensus seems to be a very close tie between Sketch, InVision, and Adobe XD. All have pros and cons, but the best thing about XD is that you can create, prototype, and test your prototype all within one app.

Additionally (and almost most importantly), I didn’t have to pay for it, since XD is included in my Adobe student package. Additionally, Adobe XD integrates smoothly with Illustrator, Photoshop, and After Effects. This is great when designing more complicated shapes and gradients in Illustrator, which can then be copy-pasted straight into XD.

First Prototypes These are some of the first wireframes of my sketches. I spent a long time trying to decide what to call the different pages of the app and how to organise the menu so that it would make logical sense (see also the sketch on page 53 and the tree diagrams). I also played around with the layouts of each page.

It’s worth noting that all of my prototypes are in RGB colour mode, meaning that many of the colours haven’t translate well when printed. This is especially the case in my final prototype, a few pages ahead.

IMPLEMENT

(1)

(2)

(3)

(4)

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PART 6

Prototyping, Continued Wireframes #5 and #6 were exploring whether the pages should be based on horizontal scrolling within categories, like how Netflix’s UI is designed.

The alternative would be a purely vertical scroll (#7-9), like how Facebook, Instagram, and Amazon function. Each have their own merits. The horizontal scroll is more useful for finding specific things, organising a lot of information, and giving a better overview of options without having to scroll down the page a lot. The vertical scroll is better for presenting bigger cards with more content, such as images, descriptions, ratings, etc.

Based on my idea of rating various actions and businesses, I would have to be presenting a lot of information in a small amount of space, trying to be clear and concise without overwhelming the user. I spent a very long time deciding how to present the necessary information on each card. A few initial variations can be seen in #5, #7 and #8 (more of which will be shown later).

(5)

(6)

IMPLEMENT

(7)

(9)

(8)

(10)

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PART 6

Review, Refine, Optimise From there it was just a matter of reviewing, refining, and optimising. At the beginning of the half-term holidays I set myself the goal of getting a full prototype completed within 2 weeks. Due to the onset of a number of health problems this was postponed by a week or two, and after that the design phase just dragged on and on.

A glaring error here was the lack of user testing. Between working at my job 3 days a week, and most people I know being gone for the holidays, I didn’t have the time or resources to set up interviews or focus groups to test my prototype. Instead, I based my design revisions on what I personally thought — a dangerous practice, I know — and I asked the opinions of the people around me. Most of the time they provided good feedback. The main issue is simply that they are mostly design-related people (either peers from LCC, or old classmates from Brunel), so although they make up some of my target audience, they are not representative of the general population. The following images are all screenshots of unused design elements: buttons, menus, cards, and page concepts.

(11)

(12)

IMPLEMENT

(13)

(14)

(15)

(16)

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PART 6

Final Prototype I have the benefit (and misfortune) of being hyper-critical, which meant that I was never satisfied with my design. I was determined to continuously improve it, which resulted in many more weeks of work than I had anticipated.

As the final deadline approached, I found myself putting off my other deliverables in favour of working on the prototype. I eventually had to set a very strict cut-off deadline for myself, after which point I would no longer work on the prototype. Although I’m really proud of how far I managed to develop my concept, it is not a complete prototype (there is no ‘profile’ section, for example). There are still a number of things I’d like to improve, and a couple of design choices I’d like to review with the help of robust user-testing.

The little user-testing I did do yielded very consistent feedback: a number of people found that the amount of information presented was a little overwhelming and confusing. At first glance, it is not entirely clear how the app works, although my intention was to have a brief ‘walk-through’ as part of the onboarding. There is a video walk-through of the prototype on the accompanying USB, along with some other files.

(17)

(18)

IMPLEMENT

(19)

(20)

(21)

(22)

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PART 6

Beyond the MVP The prototype I ended up with is a high-fidelity minimum viable product. Due to time constraints, I was unable to prototype every single feature that I want to include in the app. Ideas for these are outlined below:

Auto-Tracking Actions and Purchases: • Third-party app integration to track actions (ex. Citymapper for public transport, and Apple Health for walking and cycling) • Connected retail partners to track purchases. For example, when you buy from Whole Foods, your purchase logs automatically on app (like Sainsbury’s Nectar Card).

• Business/organisation integration: businesses or schools can set up ‘organisation’ accounts, with challenges and leaderboards for employees/ students to compete against each other.

More Gamification: • Setting goals or challenges, e.g. pledging an amount of CO2 to save; Challenge to check in every day for a week; Daily challenge to do a certain task; • Badges & medals for achievements, e.g. medals for winning challenges; badges for 100 actions logged, or logging 10 days in a row, or saving 100kg of CO2, etc.

• Points multipliers, e.g. +50pts per day in a streak • Unlocking levels by number of points and/or how much CO2/waste you’ve saved; e.g. ‘Beginner’ to ‘Eco-Warrior’ • Bulk-logging at EOD: instead of logging every action as you do it, you get a reminder to verify what you did that that day. E.g. Did you … water bottle, bike, coffee mug, bus, today? (Yes/no).

• Community challenges: based on location/business/school • Leaderboards within groups/communities • Marketing: get double points on purchases from new brands

IMPLEMENT

Greatful Loyalty Card: Almost every retailer offers some sort of club or membership program. What if Greatful had something similar? Perhaps it could be a card you swipe when you pay in a store. Or, rather than a physical card (everyone already has too many of these) it might be a better idea to just sync the other loyalty programs to Greatful. This means that every time you swipe that Holland and Barrett card, your purchases get transferred automatically to Greatful points!

Issue of Honesty: One of the first things people ask when they hear about the app concept is, “But how will you know people are being honest about the actions they’re logging?”. This is a good point, and one that I’ve considered too.

Below are some options that could mitigate this: For logging actions: • Daily limit on individual actions - e.g. you can log the action ‘cycling’ a maximum of two times a day, even if you cycled more than that.

• Daily limit on total actions - e.g. you can log up to 15 actions a day.

• Daily limit on total points - e.g. you can earn a max. of 1,000 pts a day.

• Time-based limit on actions - e.g. you can log up to 10 actions an hour For logging purchases: • Only verified purchases would count towards your points balance. I’m not entirely sure how this would work, but I’ve seen it used in many apps.

Integration/partnerships with retailers would certainly help with this.

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PART 7

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

DEVELOP

Goal: Incorporate all design elements and technical components into a highly functional system, ready for review.

My take on this phase was to develop the brand identity and the business. Of course, much of this work took place at the same time as the designing, so that the brand could be incorporated into the final prototype.

The final result of this stage was the brand identity and the finished branded prototype, which was shown in the last chapter.

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PART 7

Brand Values For the brand’s core values, I used the same key words as I had initially listed as my original platform goals. There are quite a lot of words, but they’re bundled into four categories which makes them a little easier to understand.

Ideally these could be narrowed down to one per category, but I didn’t quite get around to that.

Empowerment Action Change

Honesty Transparency Communication

Inspiration Hope Optimism

Support Community Togetherness

DEVELOP

Brand Archetype In order to help me further personify my brand, I did some research into Brand Archetypes, and found an online quiz that helps you identify which archetype your organisation is (Brand Personality Quiz, n.d.). This quiz was incredibly helpful, not just because it identified my brand archetype(s), but because the questions themselves really forced me to think about my brand differently. I screenshotted each question and the answers I had ranked, and this helped inform my brand strategy later on.

My results were: 1. The Creator (62/84) 2. The Magician (57/84) 3. The Caregiver (53/84)

The Creator “The Creator archetype contributes to society and provides structure to the world by bringing something into being — by realizing a vision. The Creator gets deep satisfaction from both the process and the outcome of creating something that did not previously exist.”

The Creator Consumer “Seemingly oxymoronic by nature, the Creator archetype desires freedom while at the same time deeply motivated by control.”

“If marketing to a Creator archetype, know that the Creator can be awakened in many of us —particularly in turbulent times. This instinct speaks to the need to control our world by creating our own environment. The more out-of-control the world feels, the more people crave the outlet of creating and self-expression. It becomes a form of healing and stability” (Nvision That, n.d.).

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PART 7

Name and Logo Ideation I struggled a lot with the name and the logo — although I consider ‘branding’ a skill of mine, I think my strengths are more specifically in brand strategy, cohesion, and marketing.

I started by brainstorming some of the themes and concepts associated with my app. I was adamant that I did not want the words ‘eco’ or ‘green’ in the name, but more abstract concepts of greenery and nature would be fine.

Themes of circularity, goodness, earth, etc, were played around with.

I showed it to some of my more verbally creative and punny friends, but even they were stumped. It probably would have been useful to do a quick focus group/brainstorming sprint with a couple of people, but at this point I was running out of time and I just needed something to work with.

DEVELOP

I initially went with with the name Goodly. There is a company called Goodly, an American student loan repayment company, but it is extremely small and very niche, so it wouldn’t be much competition. I didn’t love the name, but it was good enough.

From there, I played around with the imagery of hearts and circles. I Googled something along the lines of “symbols for goodness” and came across the unofficial symbol for gratitude, which is essentially a lowercase G in a circle.

It’s origin is unknown, but appears to have been created in the 80s or 90s, so it is neither ancient nor particularly culturally significant. Again, ‘good enough’ was my motto at this point, and the symbolism of ‘gratitude’ fits nicely, plus the ‘g’ for Goodly, and later, Greatful.

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PART 7

Name and Logo Development I mentioned my lack of enthusiasm for the name Goodly to Phillippa during our tutorial, and she took 2 minutes to ponder it. Inspired by the story behind the logo, she suggested ‘Greatful’, playing on the words ‘great’ and ‘grateful’, and I thought this was better than Goodly. Even better, it still works with the G logo.

Since then, a lot of people have reacted positively to the name Greatful.

Even so, I think I would get a branding expert involved if I were to try and make this app a reality. Even if the name is good enough now, I’d like a more original and perosnalised logo!

Light

Goodly

Greatly

Greatful

Book

Goodly

Greatly

Greatful

Medium

Goodly

Greatly

Greatful

Heavy

Goodly

Greatly

Greatful

Black

Goodly

Greatly

Greatful

Name and typeface exploration for the app prototype in XD. The typeface is Avenir. The fonts range from Avenir Light through to Avenir Black. I ended up choosing Avenir Heavy as my logotype.

DEVELOP

Below are variations on the ‘gratitude’ symbol. #1a-4a are hand-drawn variations, changing the proportions and the rotation. #5a was created with perfect circles (using the ellipse tool as opposed to the pen tool in Illustrator).

Logos #1b-5b are identical to the ones above them, just with thicker strokes. #6 and #7 are just playing around with circles.

For the app icons, I used logos 1b and 4b and added complex gradients with the brand colours.

(1a)

(2a)

(3a)

(4a)

(5a)

(6)

(1b)

(2b)

(3b)

(4b)

(5b)

(7)

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PART 7

Visual Identity Moodboard

DEVELOP

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PART 7

Visual Identity Although my app is about being sustainable, I didn’t want the design to scream ‘eco-sustainable’ with lots of green and earth tones, as some people are put off by such overtly ‘eco-warrior’ branding. Instead, I wanted it to exude a modern, youthful, and positive feeling, in line with the brand’s core values and the target audience. If the brand was a character or person, it would be that friend who is endlessly optimistic and full of energy, your most enthusiastic supporter, the first to celebrate your achievements. I wanted the visual identity to match this persona.

The colours are bright and contemporary (‘Living Coral’ is Pantone’s 2019 Colour of the Year). The only issue is that they don’t translate well to CMYK. The illustrations are a vector pack I bought and downloaded from Behance it explicitly says no attribution needed.

Lapis Lazuli

Summer Sky

Sunshine Yellow

Living Coral

Spearmint

#4066eb

#4066eb

#fcd14d

#ff6161

#1cd9ab

DEVELOP

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PART 7

Brand Strategy Tagline A socially conscious, circular economy of good.

What is Greatful?

Greatful is a free mobile app that records and rewards users’ everyday sustainable behaviours, no matter how small.

What do we do?

Leveraging the power of smart tools and gamification, Greatful incentivises users to make choices that benefit planetary, community, and personal health.

Why do we do it?

Greatful’s mission statement is, “Making the world a greater place, one good deed at a time”. Our goal is to turn the pessimism, fear, and powerlessness associated with climate change into optimism, action, and collaboration.

How do we do it?

Greatful harnesses the empowering effect of taking action based on honest and reliable information, seeing the positive impact of these actions, and being rewarded for them.

Users are shown a variety of ways in which they can be more sustainable, and earn points for every sustainable choice they make. These points be redeemed for discounts and offers from sustainable businesses. They act as a social currency to do even more good: buy better products, support sustainable businesses, and save money — all while helping the planet.

DEVELOP

*Innovation

Viability

Desirability

Feasibility

Sustainability

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PART 8

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver Part 9 _ Conclusion

Part 10 _ References & Bibliography

DELIVER

Goal: Review, refine, test and prepare final project for delivery. Launch and continue to evolve over time.

In this case, the reviewing, refining, testing and launching are all related to the graduate show exhibition. Once this process book is submitted, I intend to continue working on refining my design and prototype. One could say that I’ll actually be testing the concept at the grad show, and I expect I’ll be receiving lots of feedback, praise, and criticism from industry professionals. I hope to get a clearer idea of whether I should actively pursue this idea further!

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PART 8

Exhibition Moodboard Although I haven’t yet given much thought to the specifics of the exhibition, I know that I want to include some sort of interactive element. To display my artefacts (magazine/publication, screen with video, iPad with prototype, business cards) I would of course need to use materials that are eco-friendly.

The examples here use cardboard, wood, or metal.

DELIVER

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PART 8

Exhibition ‘Deliverables’ Video Summary of App I’d like to have a video explaining and/or walking through my app, to be played on a screen. An alternative would be a poster of sorts functioning similarly — graphically eye-catching and clearly showing what my concept is.

Interactive Element I think it could be cool to have a prompt like “Which of these actions have you taken today/in the last week?”, and then a list of sustainable actions.

Perhaps also give people a rough estimate of how many ‘points’ they would earn from those actions, and what reward they would be able to get with those points if they used the app. Almost like using the app but in real life.

App Prototype Preferably a fully-functioning prototype of my app, which people can try on an iPad. If this isn’t possible, then the video mentioned above could be an alternative.

Magazine/Brochure I’d like a nicely designed, shortened version of my process book, which guests can look through for more details on my project.

‘Dichotomy List’ Sophie and I want to print out our climate change present/future dichotomy list and have that hanging behind/near our stands. There are other students working with sustainability, so we might create a little ‘sustainability corner’ for our projects.

Business Cards I want to design and print out business cards, should anyone be interested in collaborating with me — or even better, hiring me!

DELIVER

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PART 9

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion Part 10 _ References & Bibliography

CONCLUSION

Could’ve, Would’ve, Should’ves A big part of reflecting on the course of this process is everything I could’ve, would’ve, or should’ve done differently. Those things are certainly the ones that spring to mind first. Overall I think that the process went really well and didn’t encounter any major issues. Even so, looking back I can see where I could have improved.

User Testing I didn’t end up doing enough robust user testing on my app prototype or branding, other than asking friends and peers for their honest opinions.

Although this was useful, it doesn’t provide the same feedback and insights as good user testing would have. I was planning on doing more, but because I was mostly working on it during the spring holiday, a lot of people were away. By the time the holiday was over, I had given myself just one week to finish the whole thing so that I could move onto working on the other deliverables.

Leaving Things Unfinished There are a number of important elements that were not included in this process book, unforuntately. Among them are: personas, a business model canvas, a strong brand strategy, and summaries of my key research findings. They were removed at the last minute because they simply weren’t done. I had worked on these elements throughout the process but never finished them, and when it came to putting together my final process book, I ended up simply not having enough time to complete them. Note to self: finish the thing you’re working on, while you’re working on it!

More Collaboration Another thing I would do differently is having more collaboration with my team, and also external people. My group were very helpful at the beginning, but as we all got more and more busy, the communication kind of faded out as everyone was working on their own thing. However, they were always enthusiastic, and I’m sure if I had asked them to help me with something (i.e, one of the elements above), they would have.

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More Collaboration I would also collaborate more with people who specialise in either branding, UI/UX design, and/or business. The branding and app prototype took me over a month, when it probably would have taken a professional (or even a grad student) no more than two weeks. I know that in ‘real life’ you have to outsource talent, and would happily do so if I had the contacts. Ironically, I felt like I didn’t have enough time to find these people — even though the time taken to find them would probably be less than the time I spent working on it…

Putting together this process book made me realise how much time and effort has actually gone into this project. Obviously I was aware that I’ve done a lot of work, but in the rush of thinking about each next stage, I forgot what came before. Going through all of my files, documents, and my Trello board, compiling my chapter checklist, I was suddenly overwhelmed by the enormous amount work that has been done - by me! As much as I’m disappointed by the things that were incomplete, I’m still very proud of everything I have achieved, basically since the dissertation submission in late January!

This is not the first project I’ve done of this kind (we had several like this at Brunel) but I feel like I’m far more capable of and knowledgable of each stage and individual process than I was before. It feels great to be able to show people what I’ve done, and see the look on their faces when I tell them I did it all by myself in four months.

Finishing this book, I’m now even more excited for what comes next. I have a lot that I want to improve before the graduate show, including my branding and my business plan (and finishing the unfinished business from earlier!).

I want to be able to pitch my idea really well when I’m talking to professionals, and hopefully I’ll get some valuable feedback and criticism from them.

Who knows, in six month’s time I might be working on developing Greatful for launch!

CONCLUSION

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PART 10

Part 1 _ Introduction

Part 2 _ Explore

Part 3 _ Discover

Part 4 _ Define

Part 5 _ Create

Part 6 _ Implement

Part 7 _ Develop

Part 8 _ Deliver

Part 9 _ Conclusion

Part 10 _ References & Bibliography

REFERENCES

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