Rewarding the planet savers
Project Type / UX UI Design
Date / 2023
Client / ING Bank
Mentoring agency / Informaat
Designers / Y. Zhang, B. Jansen, F. Salehi, P. Lopez Mascarin
This user-centric project focused on boosting financial health while fostering eco-friendly habits through innovative rewards like cash back and planet points. The concept enhances sustainability and strengthens ING's user loyalty.
Final solution
Loyalty shop points
Maya earns Planet Points from ING for her sustainable actions. She can redeem these points in the ING loyalty shop, which offers a wide variety of discounts and eco-friendly products.
Pick up
Maya selects her preferred delivery method and chooses to pick up the package herself, helping reduce CO2 emissions. She walks to the pickup location, completing the process in an eco-friendly way.
Confirming Impact and Sharing Sustainable Choices
Maya confirms the successful pickup of her package and shares with ING how she arrived at the store. She then sees the positive environmental impact of her choice, further reinforcing her eco-conscious behavior.
Cashback & eco-friendly projects
Receive €5 cashback and earn Planet Points for your sustainable actions. Use your Planet Points to support eco-friendly projects
By participating in the program, users not only earn monetary rewards but also feel empowered by their positive impact on the environment. For ING, this initiative strengthens its sustainable image, nudges users toward more eco-friendly behaviors, and builds greater loyalty among its customer base.
How I made it
Context
The project aimed to design a user journey to enhance financial health while nudging users towards environmentally sustainable behaviors. This involved visualizing and rewarding their impact to build a sustainable image for ING, boost user loyalty, and promote positive change.
Goal
Enhancing financial well-being, promoting eco-friendly habits, building ING’s sustainable brand image, and fostering user loyalty.
Target
18 to 35 years old. ING users
Why?
From users' insights and ING data:
-
Old people don't feel capable to use bank apps.
-
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.
Research process
Included desk research, interviews and surveys.
.jpg)
Method
Explored gamification but pivoted to a visual and goal-based reward system.
Introduced concepts like planet points, loyalty shops, and cash-back incentives for sustainable actions.
Ideation
.jpg)
1024_1%20(1).jpg)
Prototyping and Testing
Prototype
Discover the wireframes for the web app and tested them with potential users.
Testing insights
Gender: 2 Females, 1 Male | Age Range: 21-35
-
Users found abstract information about their carbon footprint unengaging and preferred more tangible rewards.
-
Cashback incentives proved highly motivating, even for those less concerned with sustainability.
-
Trust was a key factor in donations; users favored supporting planet projects with visible, trackable impacts in their local area.
-
Participants were willing to make modest efforts—such as a 20-minute walk or 10-minute bike ride—for a €5 cashback incentive.
-
Users expected ING, as a large company, to match donations to enhance their impact.
Ideas test
Cash back reward test
