Contents

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#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:

High Interest in Carbon Tracking: 75% wanted insight into the carbon impact of their spending.
Unmet Demand: Strong demand for green banking products in the UK market.
Market Opportunity: 52 million retail customers are interested in eco-focused features.
Competitive Differentiator: Sustainable banking rewards could help UK banks stand out.
Transparency Matters: Customers want clarity on banks’ own carbon reduction efforts.
Loyalty to Green Initiatives: 90% would favour companies that support environmental issues.

These insights confirmed a clear market opportunity for Bud to lead the way in sustainable finance by embedding carbon tracking directly into its platform.

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:

Would carbon tracking benefit you in the app?
What challenges do you face in understanding your environmental impact?
How could carbon tracking enhance your awareness?
Have you seen this feature used anywhere else?

Key Insights

Impact Hard to Visualise

Users struggled to visualise their environmental impact.

Accountability Was a Challenge

Many faced accountability challenges in maintaining sustainable habits.

Motivation Lacked Due to Info Gaps

A lack of motivation stemmed from limited access to actionable information.

Few Used Online Carbon Tools

Few users currently used online tools for carbon footprint measurement.

Low Emission Awareness

Low awareness of carbon emissions and contributing factors was common.

Rewards Drove Motivation

Most respondents were motivated by potential rewards tied to sustainable actions.

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

“ 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

“ 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:

Individual

Each team member ideated 5 distinct concepts.

Team

Ideas were shared and produced 15 collaborative concepts.

Shared

Partnering with other teams, an additional 10 ideas were generated.

During brainstorming sessions, various ideas were generated that shaped the product design for the carbon tracking feature. Some of these ideas included:

Idea

Description

Personalised Goals

Allow users to set specific, achievable carbon reduction goals based on their lifestyle and usage patterns, with progress tracking and reminders.

Gamification

Introducing leaderboards or competitions to motivate users to reduce emissions.

Carbon Offsetting Suggestions

Providing users with real-time suggestions on how to offset their carbon usage.

Visual Feedback

Using dynamic visuals like graphs and charts to display carbon trends.

Collaborative Features

Allowing users to participate in sustainability challenges with friends or family.

Community Campaigns

Partnering with eco-friendly organisations for local or global initiatives.

Educational Content

Integrating short articles, videos, or infographics that educate users about carbon emissions and sustainability practices.

Reward System

Implementing a point-based reward system where users earn points for tracking their carbon footprint and achieving reduction milestones, redeemable for discounts or eco-friendly products.

Carbon Footprint Comparisons

Enabling users to compare their carbon footprints with friends, families, or community averages to foster a sense of accountability.

Daily Tips

Offering daily or weekly tips for reducing carbon emissions, tailored to user habits and preferences.

Integration with Smart Devices

Allowing users to connect their smart home devices (like thermostats and appliances) to monitor and reduce energy usage in real-time.

Carbon Impact Stories

Featuring success stories or testimonials from users who have successfully reduced their carbon footprints, inspiring others to take action.

In-app Challenges

Creating themed challenges (e.g., “Plastic-Free Week”) where users can earn badges for participation and track collective progress.

Interactive Maps

Incorporating interactive maps showing local carbon offset projects or sustainable businesses where users can contribute or shop.

Checklist for Goal Achievement

Creating a checklist for users to tick off actions they can take to reach their goals, providing a clear path to progress and a sense of accomplishment as they complete each task.

Checklist for Goal Achievement

Creating a checklist for users to tick off actions they can take to reach their goals, providing a clear path to progress and a sense of accomplishment as they complete each task.

The exchange of ideas during the brainstorming sessions was crucial in shaping the design direction and defining key features of the carbon tracker.

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

Feature

Description

Carbon Emission Detection

Individual carbon emission levels would be detected based on user data collected during onboarding. This data would include purchasing habits, travel methods, and energy usage.

Transaction Integration

Carbon emission measurements would be integrated with transactions. For example, every time a user made a purchase or completed a specific action, the app would automatically calculate the associated carbon emissions, giving users real-time insights into how their transactions impacted their carbon footprint, raising their awareness.

Action Items

Users would be recommended a list of activities they could complete to help offset their carbon footprint, based on their spending habits and carbon emissions. For instance, if a user frequently ordered takeout, the app might suggest eco-friendly delivery services or meal prep tips to reduce waste.

Campaigns

Collaborations with non-profits would help arrange campaigns that raise awareness about carbon emissions and promote collective action among users. These campaigns could include challenges encouraging users to reduce their carbon footprint over specific timeframes.

Rewards System

Instead of a traditional rewards system, users would receive sustainability badges recognising achievements in reducing carbon emissions. These badges could be shared on social media or with employers, showcasing users’ commitment to sustainability and encouraging continued participation.

Requirements

Ensure that users are aware of their carbon emissions.
Enable users to track their emissions seamlessly.
Ensure users complete tasks from the action items list to promote active engagement.
Keep users motivated to continue their sustainability journey.

Constraints

The solution must be economical.
It should not be technically complex to ensure a smooth user experience.
Users should not have to perform any manual calculations.

6. Information Architecture

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

By clearly separating sections for financial management and sustainability, users could easily switch between tracking their spending and monitoring their carbon footprint. To support this, an information architecture map was created (shown below).

This mapping process included outlining the app's various components and demonstrating their interconnectivity. Key aspects of this mapping included:

Hierarchical Structure

A clear hierarchy for the app’s features was established, allowing users to navigate easily from the main dashboard to specific sections like carbon tracking, spending, budgeting, and savings insights.

User Flows

User flows were mapped out to visualise how users interacted with the carbon tracking feature alongside other financial services. This ensured that users could effortlessly transition from reviewing their carbon emissions to checking their budgets or exploring savings opportunities.

Labelling Systems

Intuitive labelling for various sections was developed, making it easier for users to understand the purpose of each feature. Clear labels enhanced the discoverability of the carbon tracking feature and its relationship to financial tracking.

Content Grouping

Related content was grouped together, linking carbon emissions data with relevant spending categories (such as transportation or dining), which allowed users to see the bigger picture of their financial and environmental impact.

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.

Low-Fidelity Wireframes Created in Balsamiq

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.

8. Final Design

Bud Financial App with Carbon Tracking Integration

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. 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

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.