A lifestyle application prompting environmental consciousness
Industry
Food and Agriculture
Category
Experience Design
Technology
Flutter
Olam International, a leading food and agri-business company, has been a pioneer in reimagining global agriculture and food systems. As large-scale providers of sustainably grown and ethically sourced produce, the brand’s strategic vision for growth centers around sustainability. In line with this, Olam wanted to roll out a B2C offering that drove behavioral change toward a more carbon-neutral society. Moonraft partnered with them in their digital journey to create a holistic, sustainable solution that engages users to adopt greener habits and encourages positive contributions toward the environment.
Finding the behaviorial drivers for continued participation
An observed challenge in the carbon footprint domain was the low adoption of digital sustainability solutions. A generative research detailing the voice of the customer around carbon consciousness was the key to understanding the business problem at hand. One of the major pain points was the massive disconnect users felt toward environmental initiatives, which thrived under the impression that individual habits were insignificant vis-a-vis a global problem. Without any personal benefit or tangible outcomes, users did not feel the need to adopt measures to reduce their carbon footprint. Using principles of qualitative research, behavioral economics, and design thinking, we were able to unearth emergent opportunities in this problem space. Our solution was tailored to address the reluctance and indifference toward sustainable consumption choices, coaxing the user into action through relatable communication.
Key Features
Adaptive loading
Matching users' activity patterns to suggest increments or decreases in the load of tasks and targets in their chosen action plans
Seamless Integrations
Permission-based tracking of user mobility, utilities, and calendars for contextual suggestions around upcoming activities with geo-fenced notifications
Social Drivers
Group Challenges and Leaderboards to give a sense of community, motivating collective action and achievement
Virtual gamified environment
Personalized ‘playable’ virtual ecosystems for an environmental impact simulation based on user activity
Facilitation of real world action
The app presents actionable avenues for greater action toward environmental causes through select offset programs. Real-world global initiatives are available for participation with clear information and finite goals. The idea was to demonstrate transparency and tangible impact on real human lives within the context of the users' accumulated activity deficit, helping users overcome their perceived barriers.
Pet Planets — engaging through creative expression
A virtual gamified environment offers users a welcome distraction from their regular modules. These playable ecosystems, with personalized themes, are created and nurtured by users through completed challenges. Alternatively, inaction leads to the damage of life on these 'pet' planets. The simulation of environmental impact allows for a visual representation of the problem and the benefit of users’ actions, and the creative investment becomes a reason to stay committed to action.
Leveraging Flutter for faster time to market
Following an iterative product development approach of continuous discovery, design, and delivery, the goal of reaching a product-market fit was achieved through rapid end-to-end development. The use of the hybrid framework, Flutter, accelerated the GTM with its effective cross-platform development capabilities.
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