GOOGLE + SCAD

Google partnered with 16 students at Savannah College of Art and Design to define a variety of universal problems, identify and understand user needs, and apply research insights to develop innovative digital solutions.


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ASSUMPTION

“People don’t contribute to the environment because it’s inconvenient.”

Do people actually contribute? Is it enough?
Who are the ones that want this change?

What we gathered after asking these questions in the field
enabled us to revisit and better define our assumption. We
tried to pin down why people consider sustainable actions
toward the environment to be inconvenient.


Conservationists have warned for years that we are in the midst of a sixth, human-caused extinction.
— Ann Gibbons

 
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NEED STATEMENT

A sense of belonging and responsibility towards the natural environment.

 

69%

Don't feel aware and informed on how to live sustainably

VALUE STATEMENT

Increased awareness and access to adapt
to a sustainable lifestyle.

 

67%

Think they could help but need more reliable resources


Quite frankly our species is entirely responsible for the decline in the health of our environment.
— USER TWO

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I think our generation could be the ones to make the change because right now is a big turning point. Our generation could lead the change...
— USER FOUR

INSIGHTS

People struggle to figure out ways in which they can efficiently contribute more using existing knowledge and resources.

71%

Want simpler information

Individuals are driven by incentives; monetary rewards, social proof, acknowledgement etc.

91%

Believe incentives will help

 
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They aren’t showing us how dangerous our actions are going to be in the future.
— USER THREE

 

PROBLEM STATEMENT

Generation Z views being a steward to the environment as subordinate to their personal desires. We have observed that this problem is causing an imbalance between their personal needs and environmental responsibilities.

How might we improve/introduce experiences so that Generation Z living in 1st world countries can embrace sustainable practices as apart of their daily life and are more successful based on increased understanding and efficiency to contribute?

 
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EMPATHY MAPPING

We created two empathy maps, one for our users general lifestyle and one for their sustainable lifestyle. This was a crucial element in setting up context for our user journey.

61%

Of user's opinions are effected by peers

65%

Think technology can help

67%

Want to make a difference

 
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Heather needs to see evidence of what actions other people are taking to help implement sustainable practices into her daily life.

How can Heather know if her actions are making an impact; positive or negative?

How can Heather access more resources to increase awareness and educate herself?

How can Heather personally benefit by taking sustainable actions everyday?

 

Introducing Project Midst

A platform that will visually demonstrate sustainable impact in real time while providing Heather with an engaging resource for experience and knowledge exchange.

 
 
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We should care for the world we live in, it’s like our bodies. You only get one.
— USER ONE

 
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I think the information available on how to contribute is very basic and elementary.
— USER FIVE

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I’m one of those people that needs to see it to believe it.
— USER SIX

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We were both impressed and inspired by the range of product concepts the students delivered — all of which were rooted in thorough user research and testing. The amount of creativity, ambition, collaboration, and overall enthusiasm shown by the entire cohort was, at the very least, remarkable.
— Mike Buzzard, UX Design Manager at Google

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Deliverables + Role

Empathy Map, User Journey, User Flow, Wireframes (Low, Mid, High), Visual Design, Branding, Prototype, Process Book

Student partnership with Google. Collaboration with Zack White, Fatima Babar and Sri Ravi. Directed by Jason Fox and John McCabe. 2015.