Carbon Tracking
Bud Financial
Contents
#Overview 1Introduction 2User Research 3Personas
4Brainstorming 5Solution 6Information Architecture 7Wireframing
8Final Design 9Conclusion
Intro
The Bud app transforms everyday transactions into opportunities, using enriched data and AI-driven insights to simplify financial decisions. By turning complex data into actionable insights, financial information is made accessible and relevant to customers.
Challenge
Customers sought a way to make purpose-driven, sustainable financial decisions but lacked the tools to track or reduce their carbon impact effectively. They needed visibility into their spending's environmental effects and guidance on how to minimise them.
Solution
The Bud app was redesigned to integrate a carbon tracking feature, empowering users with daily insights on their carbon emissions. It provided personalised recommendations and actionable steps to help users achieve a more sustainable lifestyle.
1. Introduction

Carbon tracking emerged as a top-requested feature from Bud’s customers, reflecting a strong demand for greener solutions in financial services. Bud’s goal was to meet this need by offering tools for users to monitor and reduce their environmental impact directly through the app.

Cogo and the Behavioural Insights Team conducted a survey of 2,007 UK mobile banking users to examine customer attitudes toward banks promoting eco-friendly behaviors (see source here). Key findings from the survey included:
2. User Research

To define the product, it was essential to first identify user challenges. Research explored what users needed, why it mattered, and how the solution could meet their needs.

Contextual Interview

Instead of relying on surveys, one-on-one interviews were conducted with 10 actual users, who were equally divided into novice and expert groups. This provided an opportunity for a deeper exploration of user pain points and their overall experiences. Participants shared insights through open-ended questions, which included:
Key Insights
These findings shaped the initial perception of the design, steering it toward an informative, engaging, and motivating carbon-tracking feature, which potentially incorporated built-in rewards.
3. Personas

Two distinct user personas were identified from the user research (shown below). The first persona represented individuals who were well-informed about climate change and motivated to actively minimise their environmental impact. In contrast, the second persona reflected users with a partial understanding of sustainability, who required additional guidance and support to engage in eco-friendly practices effectively.
Zen Chung - The Eco-Conscious Advocate
Zen Chung - The Eco-Conscious Advocate
“ I would love to continue living a sustainable life all the time, but how? The climate change is fast and non-stop, so my efforts have to keep up with it too. ”
Profile
  • She is a 27 year old student.
  • She is very tech savvy.
  • Has good awareness of environmental sustainability.
  • She is proactive and tries to take effective measures to reduce her contribution to CO2 emission.
Pains
  • Measurement of calculations is inconsistent.
  • Not able to get an action plan to contribute to sustainability.
  • Unable to understand or visualize the impact of her choices on climate change.
Goals
  • Would like to make more people aware of the issue around the environment.
  • Wants to decrease her contribution to the carbon footprint.
  • Would like to have insights on how to tackle the carbon footprint.
  • Would like to visualize trends in carbon emissions to make effective decisions.
Solutions
An app that provides information on sustainable products, carbon tracking, and community initiatives would empower Zen to make informed decisions and encourage her network to follow suit.
Requirements
Research indicated that users like Zen would benefit from features offering educational content, real-time carbon tracking, and tools for connecting with local sustainability efforts.
Outcomes
Implementing these features would enhance Zen's ability to make environmentally conscious decisions and foster a community of like-minded individuals committed to sustainability.
Andrew Strak - The Tech-Challenged Participant
Andrew Strak - The Tech-Challenged Participant
“ I live a simple life. I spend a lot of time with my family. I do things the old-fashioned way. I'm not tech-savvy like the new generation, so I stick to basics. ”
Profile
  • He is 56 years old cab driver.
  • No personal interest in tech products.
  • Not much awareness of sustainability.
  • He enjoys his leisure time with his family.
Pains
  • Would prefer a simpler version of anything which he can understand easily.
  • Would like to know more about sustainability.
  • Would like to make a contribution to sustainability.
  • Would need someone who can guide him on how to use the interface.
Goals
  • Would prefer a simpler version of anything which he can understand easily.
  • Would like to know more about sustainability.
  • Would like to make a contribution to sustainability.
  • Would need someone who can guide him on how to use the interface.
Solutions
A simplified app interface with clear instructions and intuitive navigation would support Andrew in tracking his carbon footprint and learning about sustainable practices.
Requirements
Research indicated that users like Andrew would benefit from features emphasizing simplicity, such as step-by-step guides, user-friendly tutorials, and accessible information on sustainable living.
Outcomes
Implementing these features would empower Andrew to engage in sustainability efforts confidently and improve his understanding of how his actions impact the environment.
4. Brainstorming

To explore solutions for the carbon tracking feature, three key brainstorming sessions were run:
During brainstorming sessions, various ideas were generated that shaped the product design for the carbon tracking feature. Some of these ideas included: The exchange of ideas during the brainstorming sessions was crucial in shaping the design direction and defining key features of the carbon tracking feature.
Brainstorming session
Brainstorming sessions
5. Solution

Following the brainstorming session, the team transitioned to idea refinement, conducting group voting to select the top five features for the first phase of development. Priority was given to core functions that would deliver immediate value. Key requirements and constraints were then defined to ensure the solution remained accessible and effective, aligning with the project’s broader goals.

Features
Requirements
Constraints
6. Information Architecture

Information architecture (IA) was essential in designing user-friendly applications, especially for complex features like the carbon tracking. It involved structuring and organising information to ensure users could navigate smoothly and locate needed information without frustration. For the Bud app, which integrated multiple services such as tracking spending, managing budgets, and identifying savings, effective IA was critical to delivering a cohesive user experience.

The carbon tracking feature required a well-thought-out IA to ensure alignment with the app's overall goals. By clearly distinguishing sections for financial management and sustainability, users easily switched between tracking spending and monitoring their carbon footprint. A well-organised IA helped users understand how spending habits connected to carbon emissions, reinforcing the link between financial and environmental responsibility.

To achieve this, an information architecture map was created (shown below).
Information architecture mapping
Information architecture mapping
This mapping process included outlining the app's various components and demonstrating their interconnectivity. Key aspects of this mapping included:
By implementing effective information architecture, the Bud app not only enhanced the user experience but also empowered users to make informed decisions about their spending and sustainability efforts.
7. Wireframing

The wireframing process began with paper prototypes, allowing for quick iterations on ideas and testing of various layouts without the constraints of digital tools. This approach encouraged creativity and enabled rapid feedback, as concepts could easily be sketched and shared in real time. To further enhance this process, priority triangles were utilised, a technique that helped optimise information by balancing business goals and user needs. By categorising features and information into three tiers: essential, important, and nice-to-have, the design decisions aligned with both user priorities and business objectives.

Before transitioning to low-fidelity wireframes in Balsamiq, an internal walkthrough of the paper prototypes was conducted. This walkthrough involved key stakeholders who reviewed the wireframes collaboratively, discussing layout, functionality, and user flow. The goal was to identify any potential issues or areas for improvement before moving into a more polished digital format. This early stage of feedback allowed for catching misunderstandings, gaps in information, or usability concerns, ensuring that the wireframes effectively met user expectations.
Wireframe sketch
Low-fidelity wireframes were created in Balsamiq
8. Final Design

To ensure the design worked well, a series of internal tests were conducted with members of the design team. These tests focused on evaluating the wireframes for usability, functionality, and alignment with user needs. Team members provided critical feedback, drawing on their expertise and experience to identify any areas for improvement. This internal collaborative effort helped refine the design before involving external users.

For external users, usability testing were conducted with the same 10 participants from the initial interview stage, who were evenly divided into novice and expert groups. This approach was crucial for gathering a comprehensive range of insights. Novice users brought fresh eyes and a unique perspective, highlighting areas where the design might be confusing or overwhelming. In contrast, expert users provided valuable feedback on advanced functionalities and the overall workflow, ensuring that the design catered to users with varying levels of experience.

Through these evaluations, significant insights were gained into the design's shortcomings, identifying specific issues that could be rectified to enhance overall functionality. For instance, users pointed out certain navigation challenges, suggested improvements to the clarity of instructions, and recommended adjustments to visual elements that could better guide users through the app.

The findings from these tests informed the iterative design process, enabling targeted improvements for future iterations. By actively engaging both the design team members and real users in the testing process, the final product was ensured to be user-centred, intuitive, and effective in meeting the needs of the target audience.

Please click the links below to see the prototype in action.

Prototype Prototype from a push notification
Bud Financial app with carbon tracking integration
9. Conclusion

Climate change presented a critical issue, and this project aimed to make a tangible impact within this global challenge. By focusing specifically on the carbon tracking feature, a solution was developed that resonated well with users' needs and preferences.

Instead of following a strict design process, insights gathered from users, stakeholders, and comprehensive research were prioritised. This user-centered approach enabled the creation of a design that aligned with user expectations and encouraged sustainable behaviours.

The positive reception of the carbon tracking feature opened promising opportunities for Bud, including a partnership with the Nordic eco-payments platform Enfuce. Together, they launched the 'My Carbon Action' product in the UK, leveraging Bud's Open Banking API to seamlessly integrate existing services with Enfuce's advanced carbon tracking engine. This collaboration provided UK customers with a clear view of how their spending habits impact their carbon footprint, using data from over 3,000 merchant geolocations and logos.

In conclusion, this project represented more than a feature; it marked a significant step toward promoting sustainability and empowering users to make informed choices for a healthier planet. The future appeared bright for the potential positive impact this work could achieve in addressing climate change.