My team and I reimagined how we could use behavior change to promote sustainable eating habits in UW Campus. It was across multiple digital touchpoints to support UW's strategic initatives to reduce carbon footprint. As a result, interest in climate change on campus shot up by 62%.

A Mixed Method Effort

Research Findings - Jobs to be done

After our research, we realised that our Personas had a lot in common. So we decided to use JTBD

It was important to obtain convenient and quick meals so students can focus on their school schedule to reduce perceived barrier for entry into a new behavior. But, 32% of the users said that healthy or cheap options are hard to find.

Design Intervention - using existing University resources

We focused on integrating the solution with the Husky Card, our university's access card, which allows users to load money and use it at the University's dining establishments, print shops, public transit, etc.

It was important to provide extrinsic motivation to switch to sustainability. But, climate change accounts for only 2.9% of the motivators of dietary habits.

Design Intervention - Reward System

We iterated through more than 5 reward systems through rapid testing. Finally, we ended up with a food grading system that offered points based on the food grade. These points then provided tiered rewards (like Starbucks).

It was important to make sure that students were epowering themselves with information regarding climate change. This would provide them with a sense of autonomy and self-efficacy to adpot the change in behavior. But, 48% of the users said they would like to think about climate impact.

Design Intervention - Clever UI Tactics

We built out a traditional food-commerce website with a homepage, restaurant page, and food customization modals BUT, we included sustainability callouts, highlighted food grades, and provided understanble behavior comparisons to inspire the users.