Change behaviors, save the planet
01. CONTEXT
The University of Washington recently launched a strategic initiative to promote sustainable eating habits across campus. My team and I worked to implement this initiative across various digital touchpoints of their dining establishments. As a result, campus interest in climate change increased by 62%.
Reseach Methods
10 CONTEXTUAL WALKTHROUGS @ UDUB CAFE
To understand the psychology of users while they ordered food, we asked questions such as:"How often do you eat here?" "Why do you eat here?"
"Can you walk us through your ordering experience?"
10 FIELD INTERVIEWS @ UDUB GYM
To identify the most suitable users and uncover their motivations for living sustainably, we asked:" What made you switch your lifestyle?" "Have you achieved the goals you set out to?" "What kept you going?"
53 ONLINE SURVEYS @ US UNIVERSITIES
To validate our research findings on a larger scale across students and campuses, we asked questions like:"How do you engage with dining establishments?" "What are the biggest factors you consider while ordering food?" "What is your relationship with sustainability?"
4 COMPETITOR ANALYSIS
We analyzed industry leaders such as Starbucks, Costco, and McDonald's to understand how they influence user behavior and encourage desired actions.
02. RESEARCH ANALYSIS
We realized that, as this is a universal problem, our different personas shared overlapping issues and challenges. This insight led us to adopt the Jobs To Be Done (JTBD) framework to address their needs effectively.
Accesibility
32% of users found it difficult to identify healthy and sustainable options.
I want to reduce the perceived barriers to finding sustainable options so that I can obtain a convenient meal without spending extra time.
We integrated the solution with the Husky Card and adopted an omnichannel approach.
Incentivzation
Climate impact accounted for only 2.9% of users’ decision-making considerations.
I want to be motivated to choose sustainable options through incentives. So that I feel encouraged to make environmentally friendly choices.
We introduced a food grading system that awarded points based on sustainability grades.
Education
Only 48% of users considered climate change when making food choices.
I want to understand my carbon impact through clear and relatable information so I feel empowered to make environmentally conscious decisions.
We added callouts and highlights within the e-commerce flow to inspire users.
03. DESIGN SPECIFICATIONS
We designed an omnichannel user flow integrated with a reward system, introducing a unique twist to the traditional e-commerce experience.
We presented the new rewards system proposal to three establishment workers, discussing their business goals and how they align with the initiative.
03. FINAL DESIGN
We created a mid-fidelity prototype and conducted six concept evaluations to validate the reward system, e-commerce flow, copy, and art direction.
We developed a design system, visual language, high-fidelity prototype, and included some micro-interactions.
04. WRAPPING UP
Usability testing + Handoff
We conducted five Wizard-of-Oz testing sessions at UDub dining facilities, where 60% of users preferred the sustainable options.
We pitched the project to technical and non-technical staff at the Innovation Center, receiving approval. The concept has been tested and implemented, with development underway for a planned release in January 2026.
My learnings
Breaking down the problem into jobs/tasks simplified testing.
Internationalization of the experience must be considered for universal products.
Aditya Azulay, UX Manager
The team excelled in bringing the reward system to life—their passion for food and sustainability convinced all the stakeholders!
