How Accountability Motivates People To Take Eco-Friendly Actions
Our planet is suffering and we are on the precipice of an environmental crisis. I set out to discover what is preventing people from taking even the smallest actions to help save our planet and come up with a solution.
SimpleSphere is a challenge app, where you work with an accountability buddy and bet against yourself on actions you will take to help positively contribute to saving planet.
How might we get people started taking action against climate change?
Founder and Creator
Sketch, Google Drawings, Invision App and Invision Studio
Behavioural Observations Indicates Minimum of 51,000 Cups Thrown Out A Day in Canada.
After observing this station for 45 minutes I discovered: observed:
- 21 people dispose of their coffee cups
- Of those only 4 were recycled
Assumption: 51,000 Cups In The Trash/Day.
(*2000 Starbucks In Canada – 21 cups/hr – 84% go in the trash = 51,000 cups/day. This assumption does not included the numerous people who took their cup to go and then possibly threw it in the trash later. Click here for the reference link.)
Using Skype, I conducted 5 cognitive interviews 45 minutes in length. During the interviews I discovered:
- 3/5 out of 5 people felt didn’t know where to start and as a result, not taking action.
- 5/5 were aware of climate change and actions they could take to combat it.
- 5/5 expressed a need for community and reminders.
- Everyone I spoke to during research, interviewees, family, friends, co-workers feel overwhelmed by our eco-crisis.
- 20 years old
- Someone’s daughter, granddaughter, sister, friend.
- The future.
- A community to feel a part of something bigger and supported.
- Accountability to stay motivated.
- Reminders to stay motivated.
- Low Barrier to Entry
- Rewards for hitting her goals and targets.
- Make her actions personal to her.
A simple and easy to navigate experience based on a similar premise to Tinder where you can swipe left to decline a challenge and right to accept. Swiping left runs a loop of challenges until a challenge is accepted. At the end of the day our persona has to confirm whether or not they completed the challenge.
User Testing Reveals Challenges with Accountability Features
I discovered that 3/5 of the people tested did not feel connected to their sidekick and that the feature of the sidekick was not actually creating a feeling of accountability for them, so I made the following changes: