Conscia Rewards 🌎
Applying the end-to-end design thinking process to develop a product that solves for gen Z’s largest stressors - financial and environmental anxiety.
Time: 2023
Team: Anushka Ansal, Neeraja Shidore, Reem Alwajeeh
Role: Product Designer, User Research
Step 1: Concept Testing
Project: Sustainable Practices Mobile App (for students & early professionals)
Goal: Validate features and gather feedback on the overall concept.
Method: Moderated Think-Aloud Testing with "I Like, I Wish, I Wonder" Framework
Participants:
6 Users:
3 University Students
3 Early Professionals
Takeaways
Social Media Feature:
"makes me competitively invested"
Opportunity: The current design doesn't clearly highlight the sustainability focus. Consider ways to integrate sustainable practices and challenges into the social media aspect to differentiate it from other platforms.
Community Feature:
Opportunity: The purpose and value proposition of the community feature need to be clearer. Make sure it fosters connections around sustainability, not just generic social interaction.
Gamification (Leaderboard):
"fav feature: leaderboard because it foster healthy competition"
Opportunity: Users found the leaderboard confusing ("the concept of the Leaderboard is confusing I wish you clarify what's the purpose of it and what are the icons are for"). Clearly define the purpose of the leaderboard (e.g., tracking individual progress, showcasing top contributors) and ensure the icons are easily understood. Consider visualizing the impact users are having through the leaderboard.
Points System:
Financial Rewards = main motivation
Opportunity: While some trusted Google Maps integration, others desired a more direct connection to public transportation ("If it could be linked to the MTA"). Explore alternative reward options for points beyond just points themselves ("if the aesthetics and gamification would give us something more than just points? like instant gratification").
Stage 2: Prototype Iteration
Core Tasks:
Gamification & Impact Visualization:
Replace point system with a visually engaging "Sustainable Farm" that grows based on user's sustainable choices (e.g., shopping, activities).
This visual should directly reflect the user's environmental impact (e.g., reduced carbon footprint, saved trees).
Decouple in-app currency (points) from the farm's growth. Points should be used for:
Direct rewards: Discounts on sustainable products.
Unlockables: New farm elements, customizations, or social media badges.
Brand Partnerships & Rewards:
Integrate automatic rewards based on purchases from sustainable brands (e.g., free trees planted on behalf of the user).
Allow users to upload receipts for verification and reward redemption.
Ensure clear linkages between sustainable activities and environmental impact/achieved goals (e.g., "This bike ride saved X kg of CO2 emissions, contributing to a cleaner atmosphere for your farm").
Stage 3: User Trust & Sustainable Choices
Interview with Raz Godelnik, Corporate Sustainability & Consumer behaviour expert
“You won’t make a difference for Patagonia. You can make a difference for a smaller b-corp where every customer matters.”
“What is your unit of analysis? Not feasable to do it with products as a unit of analysis, rather do it with a brand.”
Learning:
⚡B-Corp companies offers a higher value and fosters greater trust compared to larger corporations.
📍Localization will be key to user adoption in different geographies
App integration:
⚡ B-Corp Score Integration
📍Local Business Highlight
Interview with product designer at Fetch, a receipt rewards app
“New daily rewards has done really well for our retention rate. Trying to include more gamification features like a leaderboard. People really want to compete”
“(Point system) to not connect with money directly. It will make the users nervous. People are sensitive to real money. Points act as another layer in between. ”
Learning:
💰Points are easier to digest for users instead of dealing with money
🚀 Gamification and social features boost retention
App integration:
💰 Points = reward unlocks at b-corp partners
🚀 Leaderboard & impact visualization