Victoria Park
Allbirds Moblie App
How can millennial green-sumers experience the impacts upon their eco-consumption through Allbirds’ digital service?
Know the Changes: Allbirds and Stepbirds are linked mobile app services that engage us in eco-conscious shopping experiences through impactful and interactive consumption processes, bringing important contrasts to normal sneaker brands. By positioning the brand as if Allbirds (eco-friendly footwear brand) is releasing the project, the platforms offer product information and services which are visual and perceptible yet transparent. The mobile apps build relationships between the brand, brand associates, customers, and communities. Users gain appreciation from the connection between people and Allbirds products.
Insight
From extensive research, I noticed that most consumers feel they have enough transparent information about eco-sneakers. But they wanted to know what impact their choice of eco-consumption is actually making, while many sneaker brands provide unfamiliar numbers and information for customers to understand and utilize when shopping. Moreover, they feel satisfied about influencing others on their values, and feel appreciated about how natural materials were merged into the products and ending up on her through each process. I realized that the reason for their eco-conscious behaviours was the satisfaction from impacting the world, and feedback on their behaviours are needed to fully engage them in their shopping experiences upon their choice of the brand, and experiential, perceptible and realistic services were the key insights to green-buying of sneakers.
Idea
I thought I could design services by delivering carbon footprint calculations to customers in a more perceptible way, and delivering feedback by illustrating their impacts made on the planet through Allbirds’ mobile app. By selecting materials based on perceptible & realistic information provided and its carbon footprint, users can customize their sneakers as they learn and choose ‘how much impact to make by saving how much CO2e’ during purchase. Moreover, users can see and interact with the Allbirds’ artisans team on instagram, where they can see and get informed how well the materials are made and treated in what condition. After a purchase, users can join a syncing walking app, Stepbirds, which allows them to get fit, reduce transportation and donate or gift Allbirds shoes to charities with the earned points by walking required footsteps.
Impact
By providing realistic, sensible information and experiential services through Allbirds and Stepbirds mobile app, users are fully engaged in their eco-sneakers shopping experiences, and feel the attachment to the brand. They become more connected, no only to the planet and the society but also with themselves by gaining understandings of eco-product processes, being self-educated through the given services, and being able to contribute to social and environmental issues. Ultimately, it encourages everyone to live a healthy life by continuing to consume healthier products of Allbirds.
Biography
I am a communicative 'problem solver' learning design. I have a great interest in UI, UX and branding. I believe human interaction and human-centered designs will improve the living standards of our modern society. I strive to fully understand the needs and conflicts of users and I am always looking for the key insights & inspirations that motivate me to get closer and closer to clients' satisfaction and solutions.