REWARDING THE PLANET SAVERS
Experience a user-centric package pickup service that not only rewards you with cash back but environment-friendly planet points too. Our platform enhances your financial health and encourages eco-friendly habits through visualized and lucrative rewards.
Client: ING Bank
Mentoring agency: Informaat
Designers: Yasheng Zhang, Bryan Jansen, Farzaneh Salehi, Paula Lopez Mascarin
Hogeschool van Amsterdam, Master of Digital Design
Are you in a rush?
Process
01.
Discover
Desk research
Benchmark
Experiment
User survey
Expert interviews
02.
Define
Stakeholders
Target
Personas
User journey
Goal
03.
Ideate
Requirement list
Ideation
Workshop
Flow charts
04.
Design
Final concept
Prototype
05.
Test
User testing
Iteration
Context
How to design a user journey to boost users' financial health and nudge users to change their behavior on environmental sustainability by visualizing and rewarding their impact?
Goal
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Boost users' financial health
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Nudges users to change their behavior on environmental sustainability
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Shapes a more sustainable image of ING
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Strengthens ING user loyalty
Research
Desk research
The research started with a deep research of what is sustainability for ING bank and how they work with that. After the first meeting with them, we focused more to try to understand how the competitors work with sustainability and what reward systems they have. On the other hand, we paid attention to reward systems that were out of the financial industry, like supermarkets, stores, airlines.
Due to at the beginning we decided to work with gamification, we investigated more about the topic and how we could apply it to our potential concept. However, in a later stage and after interview potential user, we understood that we should change approach.
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Benchmark
We explored the main competitors of ING to know what they do related with sustainability. Apart from these banks, we checked a couple more that ING use as reference in sustainability.
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Target
18 to 35 years old. ING users
Why?
From users' insights and ING data:
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Old people don't feel capable to use bank apps.
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Younger people choose ING because of their parents.
We wanted to focus on those users who need more help with finance, who are more active in the digital app and it's overlapping the most active users in the loyalty shop.
Personas
Interviews
To come up with usable and realistic ideas we did some user research.
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Street interview with 7 people in Amsterdam.
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One- on- one interviews with 2 people in our target audience
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Demographics
Gender: 6 Females, 3 Males
Age range: 21-40
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Insights
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Interviewees prioritize financial health over environmental sustainability.
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Interviewees are eager to save more money to be more sustainable.
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Interviewees believe individual impact is insignificant when it comes to
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environmental changes
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Interviewees don't acknowledge banks as sustainable organs.
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Interviewees believe banks are not to teach them about sustainability.
Possible approaches
After the interviews and seeing that the gamification was not going to be the best approach, we mapped all the possible path and discuss the pros and cons of each of them. Finally, we decided to move on with "Impact".
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Ideation
Reward money
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Providing the users with several ways to save money to enhance their financial health.
Ideas included encouraging people to shop from thrift stores, use less transportation energy, and avoid deliveries for their packages.
Points & stamps
Users get a scratch- off card with a stamp after finishing a payment. Users can collect stamps by sharing or asking friends to fulfill a stamp card. Complete stamp cards can exchange for sustainable products or free financial consultation.
Loyalty shop & donation
The idea is to have balloons that represent a user's savings goal, which can grow as the user saves money. Users can set goals with friends or family and everyone can contribute towards achieving the team goal. By making sustainable purchases or investments, users can earn "Planet points" that can be used for sustainable purchases or donated to sustainable projects. The aim is to provide a visual representation of progress towards goals and reward sustainability efforts.
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Testing potential features
One on one interview: Phase 1​
We had to get back to the users when we did not know which idea to continue or how to develop it in a more desired way.
We showed our ideas to people from our target audience and asked for their feedback.
We asked for feedback on our ideas from 6 people in total and made a chart based on their feedback that allows us to decide which idea to develop while giving us some direction for it:
Survey
To know more about some specific features of our design more depthly, we made a survey and asked from almost 30 people to fill the form.
Demographics:
This survey was answered by young professionals and students older than 18 that live in Amsterdam.
Goal:
To see how money can affect our user's choices regarding picking up their packages for cash- back.
Result:
The amount of money can significantly impact people's willingness to pick- up their packages.
for 5€ cash back 61% of the participants said they would definitely pick up their package and when it was reduced to 2€, only 12% of people were willing to do so and 35% said they might do it.
Goal:
To see if people are willing to donate their planet points instead of spending it on getting discounts for purchases.
Result:
More than half of participants were interested in spending their planet points on donating to planet projects instead of using their points to get discounts on sustainable items.
By being more specific we can assure them that their donation is making real impact.
Final concept
Our user journey design provides users with the option of picking up packages by themselves and getting cash back. And by choosing sustainable transportation to get to the shops, users also get planet points to support planet projects. It aims to boost users' financial health and nudges users to change their behavior by visualizing and rewarding their impact on environmental sustainability. It shapes a more sustainable image of ING and also strengthens user loyalty.
ING gives Maya planet point for sustainable actions
ING loyalty shop offers a great variety of discounts and products
She use the ING point to buy in the loyalty shop
Choose delivery method
Choose to pick up and see reduction of CO2 emissions
Walk to pick up package
Confirm successful picked up
Tell ING how she arrived to the shop
See impact
€5 cash back & planet points
Use planet point for sustainable projects
User achieve:
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Monetary reward
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Feel impactful on environment
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ING achieve:
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More sustainable image
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Nudge user's behavioral change
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Strengthen user loyalty
Testing concept
One- on- one interviews- phase 2:
We had to get back to the users to know more about their preferences and priorities after developing our design
We asked for feedback on our designs from 3 people and found out about several aspects of their point of views regarding our design.
Demographics:
Gender: 2 Females, 1 Male
Age range: 21-35
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Insights:
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Interviewees mentioned that only giving them some info on their carbon footprint does not make sense and is too abstract for them.
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The interviewees believe a cash back can motivate all people to pick- up their own packages even if they do not care about sustainability.
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Interviewees mentioned that when it comes to donation, they can not easily trust an industry or company to support. They prefer to donate their money to planet projects that have trackable results in their own city/country.
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Interviewees averagely mentioned that they are willing to walk for 20 minutes/ bike 10 minutes for getting a 5euro cashback.
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Interviewees mentioned as ING is a big company they expect it to match. If they are going to donate as equal as the users, then they will contribute to planet projects.