top of page
PROJECT BRIEF
Reimagining Apple’s Sustainability Services
TOOLS
FIGMA
After effect
Premier pro
DURATION
Jan 2024- Present
ROLE
Lead Researcher
Service Designer
METHODS
TEAM
Affinitization
UX Designer
Customer Journey Map
System Mappings
Graphic Designer
Service Designer
Ecosystem Maps
Service Blueprint
Wireframes
Secondary Research.
Apple’s Carbon Neutral 2030 Plan.
In Apple’s plan, actions like low-carbon design, energy efficiency, clean electricity and direct emissions abatement will reduct 75% carbon emissions. In parallel with emission reduction effort, Apple also invest in carbon removal projects to offset carbon emissions.
From the map, we identified how Apple do their carbon removal strategy.
1. Increase access to gain carbon credits
2.Increase investment in green projects with other partners
25% carbon emission will be offset through carbon removal by 2030
An opportunity for Innovation
75% reduction in
carbon emission by 2030
From our research, we identified an innovation opportunity to expand Apple’s effort sustainability efforts.
I asked myself
"What about the users? "
Primary Research
Our Research Discovery Process
50
Questionnaire Responses
3
Contextual Interviews
3
In-depth Interviews
300+
Data points
Insights
Through primary and secondary research, we gathered data from 400+ data points.
Utilising data synthesis, we identified five key insight directions:
01.
Users face challenges initiating eco-friendly practices or purchases due to a lack of financial incentives.
03.
Users see Carbon Credits as emission offsets but find the concept confusing and express concerns about potential loopholes
02.
Users tend to avoid spending time and effort to understand sustainable information on the internet because they prefer things to be quick and easy.
04.
Most users are not aware of Apple's sustainability actions, because they think Apple is not effectively showcasing its sustainable practices and efforts in promoting their products.
05.
Users struggle to recognise the importance of sustainability because the concepts are difficult to understand and applied into their daily lives.
Based on these directions, we generated 6"How Might We" (HMW) statements...
How might we...
01.
How might we provide financial incentives to motivate users to adopt sustainable and eco-friendly actions?
04.
How might we help users in becoming aware and informed about Apple’s sustainability actions?
02.
How might we help users to find and understand information about sustainable products more quickly and efficiently?
05.
How might we present data to simplify the understanding of carbon trading and accounting concepts for users, ensuring trustworthiness in the information?
03.
How might we present sustainability information in a way that is more easily understood by users
06.
How might we integrate carbon credits trading options for users through apple pay?
Ideation
Brainstorming
We came up with 31 possible solutions under these 6 How might we statements.
Desirability, feasibility, viability framework
We use the Desirability, Feasibility, Viability framework to assess our potential solutions, which examines three critical dimensions of a successful product: its desirability, technological feasibility, and overall viability. The solution must achieve a minimum score of 7.5 in order for us to consider its implementation.
Finalised to incorporate into our project.
10 solutions
01.
02.
03.
04.
05.
Partner with electricity provider
Educational content about Apple's environmental programs
Leveraging push notifications for sustainability milestones or tips
Use simplified icons and labels to indicate eco-friendly attributes directly on product pages
Earn credits through eco-friendly actions and use Apple Pay to trade these credits in a Apple marketplace
07.
08.
09.
10.
06.
Loyalty programs rewarding sustainable choices
Tutorials or stories could be added to Apple TV+ showcasing Apple's sustainability journey.
Create a new system of carbon trading among customers, business and apple
Information sharing with the carbon credits transfer process
Provide verifiable evidence ( direct link to original data with verification) from credible sources regarding the sustainability of Apple products
User Jounery Map
Onboarding Journey for Apple Users Apple Incorporating Eco App into Lifestyle
Storyboard
Wireframes
Onboarding
Track Carbon Emission
Notifications
Earned Points
Eco Browser
Eco Article
Solution
Apple Eco
"Think Green. Think Apple Eco"
"Eco" makes it simple to track your carbon footprint and earn rewards for eco-friendly choices, helping you contribute to a greener world effortlessly.
Final design
Eco journey
Track your carbon emission and your daily eco activities
Eco point system
Earn points from making eco-friendly purchases
Spent it on
Eco Content
Learn about Apple’s
sustainability process and practices
Get tips on how to make your life more eco-friendly
How does it work ?
Business Plan & Roadmap
Style Guide
Logo
Colour
Typography
Takeaways
The Apple Eco project holds a special place in my heart due to its intricate relationship system embedded within the design. This project demanded extensive research and systems thinking, particularly in areas such as carbon accounting, transfer, and credits. Digesting such complex information was no small feat. However, the most challenging aspect was devising a system for value exchange in carbon credits among the three primary core actors: Apple, customers, and Georgia Power.
We imagine that in the next five years, this app will be on our phones. Our vision extends to a world where sustainability is not just a concept, but an inherent part of our existence.
bottom of page