Case Study

A digital nudge for sustainable living

A lifestyle application prompting environmental consciousness

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.

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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.

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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

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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.

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