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As part of a UX team partnering with Rewilder, I worked on a campaign project to create a distinctive and informative visual that reflects Rewilder's mission and values clearly. My team and I created a human-centered anti-greenwashing app to inspire people to make informed consumer choices. 

Squashing 
Greenwashing
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UX/UI   2 Months    Rewilder    Team: Lousia, Ela, Erin   

User Research

We began user research through observational and immersion research on the human experience of navigating the green branding of products.

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We conducted interviews with a range of extreme users, focused on their relationship to greenwashing.  We then unpacked the interviews and identified key needs and insights.

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We created a cumulative persona to represent our primary user to illuminate their goals, needs, and behaviors. 

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Ideation

We first generated a few probing questions to drive our ideas.

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Using a variety of strategies, we came up with fifty ideas product ideas.

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Prototype and Test

Three ideas were chosen to prototype: a TikTok Educational Channel, a Sustainability Rating App, and an Informational Advisory Label. Five or more users were shown each prototype, and their interactions were observed. They were then asked to give feedback on the product.

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Iteration

Using user feedback, we determined that the most promising product was the Sustainability Rating App and continued its development.

Competitive Analysis

We did a competitive analysis and looked at the top four 'sustainable shopping' apps in the Apple store today. 

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Wireframe

We created a simple wireframe of the app layout to guide our final prototype. 

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Visual Design

Earth tones were chosen for the color scheme to reflect the company's mission of caring for the planet. 

Primary

Accent

Neutrals

Rewilder Logo

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App Logo

Final Design

The final design was presented to Rewilder as a solution to greenwashing. 

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Reflection

Card 6 in the Liberatory Design Deck says, “Create opportunities for sense-making before decision-making." This was essential for designing a product to help individuals evaluate company impacts and make choices they feel good about.

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