AAYUSHI RUSHINKUMAR KAPATEL 28/05/2019 AAYUSHI RUSHINKUMAR KAPATEL 28/05/2019

Designing EcoGenie - A User Centered Approach

It all begins with an idea

1. Introduction

In Global Sustainable Development Report(2019) , UN Secretary-General Antonio Guterres has stated, ‘’ Our world as we know it and the future we want are at risk’’ and technology is our great ally in efforts to achieve sustainable goals[1]. Thus, to develop healthy societies aligned with collective well-being, the United Nations has developed the Sustainable Development Goals(UN SDGs)[1]. The progress towards these goals has made a significant difference in individuals’ lives, but it has been slow, episodic, and geographically isolated[1]. Thus, Digital applications and technologies can be employed to advance various Sustainable Development Goals (SDGs) by offering access to information, services, and tools that address SDGs such as poverty, inequality, health, and climate change.[2]. The growing focus on green mobile app development marks a significant shift in both technological advancement and environmental stewardship.[3]. Many academic studies have primarily offered isolated observations, lacking an integrated understanding of the eco-centric approaches, challenges, and avenues within app development. This project aims to address the gap by examining the complex relationship between mobile app innovation and sustainability initiatives.

In this project, steps are undertaken toward the development of the proposed application, EcoGenie. EcoGenie is a generative AI-powered mobile among that offers personalised sustainability recommendations, eco-friendly product suggestions, and daily tips and challenges tailored to individual user habits, preferences, and goals. By simplifying decision-making and encouraging behaviour change, the app empowers users to make sustainable choices consistently, while prioritising data security and privacy. This project was created as part of a joint academic assignment in which tasks have been divided among three different students. This project focuses on User Experience aspects.t.

This report explores the UX Design Process for EcoGenie, highlighting a human-centred design methodology. The fundamental principles of human-centred design include empathy, collaboration, and an iterative approach that emphasises testing and refinement[4]. The UX Designer is dedicated to crafting a user-friendly, engaging, and inclusive experience for EcoGenie. The app must not only be visually appealing but also functional, easy to navigate, and proficient in guiding users toward sustainable behaviours with ease. This position demands a grasp of human-centred design principles, user psychology, and accessibility standards, along with the capability to simplify complex sustainability concepts into clear, actionable interactions for users.

Problem Description, Context and Motivation

The problem addressed in this project relates to individuals who wish to adopt sustainable lifestyles often struggle to achieve this because the tools and platforms available to support their efforts are not designed with their needs, behaviours, and limitations in mind.[5]. From a UX perspective, users frequently encounter cognitive overload, poor usability, and a lack of personalisation when using sustainability-focused applications. These design shortcomings create barriers that hinder users from integrating sustainable habits into their everyday lives.

The problem particularly affects individuals who are motivated to reduce their environmental impact but face challenges in turning their intent into action, often described as an attitude-behaviour gap in the context of environmental action[5]. This includes busy professionals, students managing tight schedules, parents balancing family responsibilities, and neurodivergent individuals, such as those with dyslexia, who often struggle with complex interfaces and dense text-based content. These users require clear, accessible, and intuitive guidance to simplify their decision-making processes. However, existing solutions often prioritise data and features over usability and navigation, leading to frustration and disengagement[6].

A significant issue occurs at critical points in users’ daily routines when they need to make environmentally conscious decisions, like choosing to buy a product with recyclable packaging, controlling home energy use, or opting for plant-based food. These choices often require prompt action, and if users face a confusing interface or difficulty locating relevant information, they might give up entirely[7].

Addressing this challenge is vital because a poor user experience can hinder the core aim of sustainability platforms - promoting positive environmental behaviours[7]. Without a solution that is accessible and easy to use, even the most committed individuals may feel disheartened, which diminishes the widespread adoption of sustainable practices[8]. Additionally, intricate designs that overlook users with cognitive differences or lower digital skills restrict the app’s potential to create a significant impact.

As the UX designer for the EcoGenie project, the key focus is on creating an app that minimises cognitive friction, fosters habit formation, and is accessible to all users. By identifying these challenges through research and leveraging UX concepts like Hick’s Law, mental models, and the isolation effect, the aim is to provide a platform that enables users to make sustainable choices with confidence, avoiding feelings of overwhelm or exclusion.

Aims

· Create an intuitive and accessible mobile application that empowers users to adopt and sustain eco-friendly habits through personalised recommendations.

· Enhance user engagement and reduce cognitive load by designing a simple, behaviourally informed interface that supports sustainable decision-making.

· Ensure inclusivity and accessibility by developing a user experience that accommodates neurodivergent individuals, such as users with dyslexia, and people with varying levels of digital literacy.

Objectives

· Conduct user research through surveys and interviews to understand user needs, behaviours, and barriers to sustainable living.

· Design and prototype low-fidelity and high-fidelity wireframes in Figma, applying UX principles such as Hick’s Law, feedback loops, mental models, and the isolation effect.

· Implement usability testing with participants, including individuals with neurodivergent needs, to gather feedback and refine the design for improved clarity, accessibility, and engagement.

· Develop a personalised recommendation feature integrated into the app’s interface, leveraging AI to deliver tailored sustainability tips and product suggestions.

· Ensure adherence to accessibility standards (WCAG) by optimising typography, button design, and colour contrast to accommodate diverse users, including those with dyslexia.

· Design a progress-tracking dashboard to provide users with visual feedback on their sustainability efforts, encouraging long-term behaviour change.

Legal

The EcoGenie project involves the collection and processing of user data to provide personalised sustainability recommendations. As a result, it is subject to data protection laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). It is essential to ensure that all user data is collected, stored, and processed securely and transparently. Users must be informed about how their data is used, and consent must be obtained before any data processing occurs. Privacy policies need to be clear and accessible, outlining the app’s data usage practices. Since the app may recommend eco-friendly products, it is also necessary to ensure compliance with consumer protection laws, avoiding misleading claims about products' sustainability (often referred to as greenwashing). This requires verifying that all product information is accurate and credible.

Social

EcoGenie aims to address the social challenge of encouraging individuals to lead more sustainable lifestyles. Sustainability is often perceived as costly or difficult, particularly for individuals with limited financial resources or time. Therefore, the app’s recommendations must consider users from diverse social and economic backgrounds, offering realistic, budget-friendly, and accessible sustainability options. Additionally, the app must foster inclusivity by accommodating users with cognitive differences, such as dyslexia, and those with varying levels of technological literacy. Promoting environmentally conscious behaviour at an individual level can foster collective social change, encouraging more people to adopt sustainable practices.

Ethical

The EcoGenie project raises several ethical considerations specific to UX design, focusing on the responsibility to create a user experience that is fair, transparent, inclusive, and does not exploit users. These considerations are critical to ensure that the app supports sustainable behaviour without compromising user well-being, autonomy, or trust.

One key ethical concern is the use of behavioural nudges and engagement techniques to encourage users to adopt sustainable habits. While behavioural design principles such as feedback loops, gamification, and habit formation can positively influence users, they must be applied responsibly. Excessive notifications, pressure to maintain streaks, or guilt-inducing messages could lead to stress or digital fatigue, negatively impacting users’ mental well-being[9]. Therefore, care was taken to balance motivation with user autonomy, ensuring that feedback remains encouraging rather than coercive.

Data privacy transparency is another ethical consideration tied to UX. Users must understand how their data is used to personalise recommendations. Complex privacy policies or hidden consent forms erode user trust[10] . The UX design ensures that data usage information is clear, consent is explicit, and users can easily manage their preferences. The goal was to give users control over their data without compromising the experience.

Accessibility and inclusivity are also central to the ethical responsibilities of a UX designer. Neglecting the needs of neurodivergent users, such as those with dyslexia, or users with low digital literacy, can result in exclusion. For EcoGenie, this meant ensuring readability through font selection, adequate colour contrast, simple navigation paths, and avoiding overly complex interfaces. These efforts align with WCAG accessibility guidelines, ensuring all users can benefit from the app equally.

Lastly, avoiding deceptive design practices (also referred to as dark patterns) which promote business against user’s interest is critical[11]. EcoGenie’s interface was intentionally designed to prevent misleading actions, such as hidden settings, forced actions, or confusing button placements. Users can easily opt out of notifications, adjust their goals, and understand the implications of their actions, preserving user autonomy and trust.

Throughout the project, the UX design process consistently prioritised user well-being, informed decision-making, and accessibility, ensuring that ethical UX principles guide every aspect of EcoGenie’s development.

Professional

The development of EcoGenie required the application of industry-standard UX design principles, best practices in accessibility (WCAG guidelines), and user-centred design methodologies[12]. The designer ensured that the app is designed with usability, accessibility, and user satisfaction in mind. Professional conduct involved adhering to project timelines, collaborating effectively with peers, and maintaining clear documentation of design processes. Additionally, producing accurate prototypes and usability reports reflects professional competence and ensures that the final product aligns with user needs and industry standards.

Background

The development of the EcoGenie app is set against a backdrop of increasing concern over sustainability and the need for individuals to adopt more eco-friendly behaviours. Climate change, resource depletion, and the rise of waste management issues are pressing global challenges that demand not only systemic change but also individual action. However, promoting sustainable behaviours at the personal level can be complex.

From a UX perspective, the development of EcoGenie is essential because it aims to simplify the user experience for individuals striving to lead more sustainable lives. Research highlights that users often face significant barriers when interacting with sustainability apps, including complexity, a lack of personalisation, and a feeling that their efforts have negligible impact. EcoGenie addresses these issues by leveraging AI-powered recommendations, offering users eco-friendly suggestions that align with their habits and preferences. By reducing cognitive load and providing easy-to-understand guidance, EcoGenie ensures that sustainability efforts feel manageable and achievable, increasing the likelihood of long-term behavioural change.

Furthermore, accessibility is a core focus of the app's design, recognising that users, particularly those with disabilities or learning differences, may find existing tools difficult to use. The inclusion of features that cater to users with dyslexia, for instance, aligns with the growing trend in UX design to prioritise inclusivity and accessibility[12]. EcoGenie aims to provide a seamless, supportive experience that empowers individuals from various backgrounds and capabilities to contribute meaningfully to sustainability goals.

In summary, the EcoGenie app aligns with the global need for more accessible and personalised sustainability tools, offering a UX-driven solution that mitigates the usual challenges users face while making environmentally conscious choices. By placing user experience at the forefront, EcoGenie ensures that sustainability is not just a distant ideal but an achievable, everyday practice for a broader audience.

Report overview

The rest of this report is structured as follows. Section 2 provides the literature and technology review, offering essential background on the research topic and examining relevant UX principles and tools that informed the design approach. Section 3 outlines the research methodology, detailing the applied UX design processes, data gathering techniques, and the rationale behind selected methods. Section 4 describes the implementation, explaining how the methodologies were translated into practical design outputs, including prototypes and artefacts. Section 5 focuses on the evaluation and results, highlighting user feedback, usability testing outcomes, and the effectiveness of the implemented design. Finally, Section 6 presents the conclusion, summarising key insights and contributions, and reflecting on future development opportunities for similar sustainability-focused UX design projects.

2. Literature - Technology Review

2.1. Literature Review

This section delineates the scope of the project by examining essential UX design principles, behavioural models, and technologies pertinent to the development of a mobile application concentrating on sustainable living. It addresses usability challenges inherent in sustainability-oriented digital tools and identifies validated UX frameworks conducive to the creation of inclusive, accessible, and engaging user experiences. The sources reviewed encompass academic articles, UX design literature, case studies, and existing sustainability applications. Furthermore, prevalent UX design tools such as Figma and Google Forms were analysed for their advantages and limitations within the context of this project.

2.1.1. Behavioural Design for the app

To commence, the foundation of the project’s behavioural focus is informed by Bhamra, Lilley, and Tang, whose work on Design for Sustainable Behaviour introduces a framework that categorises design strategies within a spectrum from informative to controlling, namely eco-information, eco-feedback, and eco-steering[13]. To summarise, the paper explores human behaviour with design and the influence of user-centred design on consumers. It explains the Design for Sustainable Behaviour (DfSBs) Strategies, such as eco-feedback, eco-steering, eco-spur and a few more, using two case studies[13] (see Appendix A for more information). This strategy significantly supports EcoGenie’s objective to guide users towards sustainable actions without overwhelming or restricting autonomy. For instance, the application employs eco-feedback by displaying users' carbon footprint savings, and eco-steering by recommending high-impact, low-effort actions as a priority.

Critically, although the study offers a robust framework for designing behaviour-influencing features, it is deficient in providing specific implementation guidelines for digital platforms. Consequently, its concepts were adapted in conjunction with contemporary UX principles to accommodate mobile interfaces and varied user requirements.

In conjunction with this, an article from the Interaction Design Foundation concerning behavioural Design for Sustainability resonates with analogous themes. It posits that simplicity, clarity, and appropriately timed feedback considerably improve engagement and diminish cognitive resistance[8]. This directly affected the decision to minimise on-screen options and implement real-time feedback loops, which serve as a key differentiator for EcoGenie’s interface.

2.1.2 Cognitive Load and Decision Making in UX Design

To mitigate cognitive overload, the project utilises Hick’s Law, as articulated in Laws of UX. Hick’s Law asserts that the time required for decision-making escalates with the increasing number of choices presented, thereby rendering it essential to restrict the visible actions on any given screen[14]. Moreover, human factors and psychology principles influencing design have been considered while designing[15]. This theoretical framework informed the design of EcoGenie’s homepage, which displays a maximum of four primary Calls to Action (CTAs) to prevent user paralysis. Although this approach is effective in alleviating decision fatigue, a recognised limitation is that excessive simplification may result in a reduction of control or flexibility. This concern was addressed in EcoGenie by providing layered options through the mechanism of progressive disclosure, whereby secondary choices become visible only as necessary.

Fitts’s Law, articulated by the Nielsen Norman Group, further reinforces cognitive ease by correlating the dimensions and positioning of interactive elements with user performance[16]. In practical application, EcoGenie implements this principle through the utilisation of large, well-spaced buttons and high-contrast colours, specifically aimed at assisting neurodivergent users. Nevertheless, Fitts’s Law in isolation does not fully address cognitive limitations or user anxiety, thereby necessitating its integration with inclusive design practices.

2.1.3. Inclusive and Accessible Design

Accessibility represents a fundamental challenge underscored in the preliminary research. The Shopify Partner article on Inclusive Design, delineates practical strategies for enhancing inclusivity, such as employing legible fonts, utilising clear language, providing alternative text, and establishing a logical hierarchy[17]. These insights have been directly implemented in EcoGenie, particularly through the development of dyslexia-friendly fonts, straightforward iconography, and supplementary text positioned beneath icons to augment readability. The strength of the article resides in its relevance to real-world platforms; however, it emphasises visual inclusion more than behavioural support—an aspect that EcoGenie addresses through a synthesis of both.

The Human Centred Design model, developed by Don Norman, expands upon the concept of inclusive design by incorporating ethical responsibility and empathy as fundamental pillars of user experience (UX)[8]. This approach aligns with EcoGenie’s objective not only to assist users in adopting sustainable practices but also to ensure they feel supported throughout this process. Consequently, features such as encouragement messages have been incorporated to mitigate feelings of guilt and promote a sense of empowerment.

2.1.4. UX Research and Evaluation Methods

User research is an initial phase of UX design which helps to solve real user problems using different types of research methodologies. The article by Christian Rohrer offers a comprehensive overview of the Qualitative vs. Quantitative Dimension for user research. Qualitative studies generate data about behaviours and attitudes based on direct communication or observation, whereas quantitative studies focus on behaviour or attitudes based on responses gathered indirectly using analytical tools[18]. Using these insights, early research was quantitative using an online tool, and product testing was done using qualitative and quantitative methods.

2.2 Technology Review

The technologies analysed in this review encompass tools for survey distribution, wireframing, prototyping, user testing, and accessibility validation. Each tool has been evaluated according to its suitability for a UX design workflow, its alignment with project objectives.

2.2.1 Survey and Data Collection Tools

Several tools were considered for the collection of user data during the research phase. Firstly, Google Forms was chosen due to its simplicity, accessibility, and widespread familiarity. It facilitates the swift creation and dissemination of structured surveys and seamlessly integrates with Google Sheets for data analysis. Secondly, Qualtrics was subjected to exploration, presenting advanced survey logic, branching capabilities, and statistical export functionalities. Nevertheless, it necessitates a licensed account, which may not be appropriate for small-scale or individual projects. Finally, SurveySwap.io was utilised for the recruitment of participants, thereby assisting the researcher in collecting responses from a diverse array of users. Although it facilitates access to a broader audience, it does, however, lack control over participant demographics and introduces a degree of variability in the quality of responses.

2.2.2 Design and Prototyping Tools

The design and prototyping phase necessitated tools capable of facilitating iterative design, fostering collaboration, and enabling interactive mock-ups. Figma has been selected as the primary design platform due to its real-time collaboration capabilities, browser-based accessibility, and substantial adoption within the UX industry since 2016. It accommodates both low-fidelity and high-fidelity prototyping, rendering it appropriate for various design application stages. In contrast, Adobe XD and Sketch were considered in the evaluation. Adobe XD offers good prototyping but relies on desktop infrastructure and has limited collaboration, making it less suitable for this project. Sketch, though popular, requires macOS and third-party plugins for collaboration. Thus, Figma was the final choice of the researcher.

2.2.3. Accessibility and Visual Testing Tools

In consideration of the project’s emphasis on inclusivity, particularly for neurodivergent users, various tools were assessed to evaluate colour contrast, font readability, and overall interface accessibility. The colour Contrast Checker was utilised to evaluate and generate accessible colour palettes. To ensure that the interface complies with WCAG 2.1 AA standards, particular emphasis was placed on font legibility and contrast for users with dyslexia.

2.2.4 User Testing Tools

To evaluate usability, the project relied on a combination of manual testing and questionnaire-based evaluation. The prototype sharing link provided by Figma was utilised to conduct remote usability testing with participants through screen sharing and observation. System Usability Scale (SUS) forms were distributed after the second usability testing session via Qualtrics to quantify perceived usability. An internal heuristic evaluation was conducted employing Nielsen’s 10 usability heuristics as a checklist.

3. Methodology

This section delineates the methodology employed in the design, development, and evaluation of EcoGenie, designed to promote sustainable lifestyle habits through accessible, behaviourally informed user experience (UX) design. The project adheres to a user-centred design (UCD) approach, grounded in the design thinking framework[19], and shaped by insights derived from both literature and technology reviews. The methodology encompasses four fundamental areas: Design, Testing and Evaluation, Project Management, and Technologies and Processes. Furthermore, the tools mentioned in the technology review have been used accordingly during the design, research, and testing phases of project.

3.1 Design

The design process followed the five-phase design thinking model: Empathise, Define, Ideate, Prototype, Test, and Iterate.[19]

The initial phase commenced with establishing empathy for users through surveys disseminated via Google Forms, whereby participants were recruited utilising SurveySwap. This methodology enabled the engagement of a diverse user demographic and afforded a low-cost, accessible means to collect behavioural and attitudinal data. The responses were subsequently analysed and synthesised into aggregated empathy maps[20], which unveiled critical user pain points, motivations, and accessibility requirements. From these insights, three personas - Luc, Lily, and Andrea- were crafted to inform design decisions throughout the project.

In the Define phase, a clear problem statement[21] was formulated to address difficulties faced by users as per research conducted during the empathise stage of project. This phase also encompassed user journey mapping and goal setting based on challenges reported in the literature.

Third phase is the Ideation phase, which involves rapid sketching (also known as Crazy 8s)[22] And layout exploration to visualise potential solutions. The sketches were assessed based on their alignment with user experience principles derived from the literature, including Hick’s Law, Fitts’s Law, inclusive design practices outlined in Shopify’s accessibility guidelines, psychology principles and human factors that influence design.

The designs were digitised into both low- and high-fidelity wireframes using Figma, which was chosen for its cross-platform accessibility, collaborative features, and support for interactive prototyping in fourth phase of the design thinking framework. Subsequently, the wireframes were transformed into clickable prototypes, incorporating features such as simplified dashboards, gamified sustainability challenges, and a progress tracker.

3.2 Testing and Evaluation

To ensure usability and validate design decisions, a mixed-methods evaluation approach was adopted. Firstly, moderated usability testing was conducted utilising the interactive Figma prototype. Participants engaged in tasks such as looking for the impact caused by their daily activities, booking a sustainable ride, while the observer documented navigation difficulties and task success rates.

Secondly, in the second round of testing, A/B testing was conducted to compare various iterations of essential screens, for instance, the homepage layout and the format of tips, thereby enabling the researcher to assess user preferences and levels of engagement. Thirdly, to quantify user satisfaction, a System Usability Scale (SUS) questionnaire was disseminated following the testing phase through Google Forms. The average score obtained from participants surpassed the industry benchmark, signifying a favourable reception and user-friendliness. Lastly, a heuristic evaluation was conducted utilising Nielsen’s ten usability heuristics to assess error prevention, the visibility of system status, and the congruence between the system and real-world expectations.

Insights derived from testing have directly informed the second iteration of the prototype, specifically addressing identified usability issues, including unclear iconography and inconsistent navigation patterns.

3.3 Project Management

The project was administered utilising a sprint structure inspired by agile methodologies, wherein each phase of the design thinking process was regarded as an independent sprint:

Sprint 1: Empathise – Survey distribution, interviews, and empathy mapping
Sprint 2: Define – Problem statement, Goal statement and Competitive audit
Sprint 3: Ideate – Rapid sketching and wireframes
Sprint 4: Prototype – LoFi and HiFi prototypes
Sprint 5: Test – Usability testing, heuristic review, SUS analysis and A/B testing
Sprint 6: Iterate – Refinement and second prototype version

Time management was supported using a personal Kanban board and Gantt chart to track tasks and ensure progress aligned with academic milestones.

3.4 Technologies and Processes

The choice of tools was informed by findings in the technology review and selected to support an agile, research led UX design process:

Google Forms was employed for the creation of surveys and the scoring of the System Usability Scale owing to its simplicity, accessibility, and rapid data export capabilities.
SurveySwap.io enabled broader participant outreach, improving sample diversity.
Figma served as the primary tool for prototyping, chosen for its real-time collaboration, rich interaction features, and accessibility across platforms.
Colour Contrast checker was used for accessibility testing, ensuring compliance with WCAG 2.1 standards for contrast and font legibility.

The selection of these tools prioritised usability and accessibility, ensuring all design, testing, and refinement phases could be executed independently without compromising quality or relevance

4. Implementation

The implementation of EcoGenie was meticulously planned to utilise the design thinking framework.[19] and executed in various sprints throughout the project. Each sprint aligned with a specific phase of the design thinking methodology, focusing on transforming the initial problem statement into an interactive, user-centred digital artefact. The project extensively employed behavioural design principles and strategies oriented towards accessibility to ensure the solution was not only functional but also inclusive and motivational.

Sprint 1: Empathise

The initial sprint concentrated on comprehending user behaviours, challenges, and sustainability practices through primary research methodologies. A survey was administered utilising Google Forms, with responses gathered through SurveySwap.io[23] As a UX designer, empathising with users enhances the product's creation because designers experience the product as user does. During the research, the following open-ended questions were asked to better anticipate users’ desires and needs.

1. Do you actively try to incorporate sustainable practices into your daily life?

2. The last time I felt like I could not incorporate sustainable practices into my daily life was when...

3. My #1 problem when it comes to combining routine life and sustainable habits is...

4. I'm interested in using a sustainable habit-recommending app because...

5. Would you like to share an experience using similar apps?

6. Please describe your frustrations and motivations for that app.

7. Anything else you'd like to add?

Insights derived from over 25 participants [23] (responses are attached in reference)were synthesised into aggregated empathy maps, categorising analogous patterns in motivations, objectives, and frustrations[20] . Below are three aggregated empathy maps based on different user groups. In empathy map user’s name is added for step 1. The “says” square. Use verbatim quotes from the interview. The “thinks” square summarises the thoughts and feelings expressed by the user. The “does” square shows the exact actions taken by the user to solve the problem. The “feels” square list the feelings the user expresses[20].The artefacts of aggregated empathy maps are shown below.

These aggregated empathy maps led to the development of three detailed personas each representing a segment of users with unique needs. Persona is a fictional user who represents larger group of people. For this project three personas namely Luc, Lily and Andrea were identified. These are fictional characters, but research based and with real world problems. Below are the three different personas for each character signifying their demographics, a quote for their problem, their goal and frustrations related to the problem and their short life story.

To humanise their experiences, user stories were written for each persona. A user story is a fictional one-sentence story told from the persona’s point of view to inspire and inform design decisions[24].

Furthermore, a user journey map is developed to illustrate the sequence of experiences that a user encounters while pursuing a specific objective[25]. User journey maps for each persona and their respective goals are presented, with the table comprising distinct sections, including the desired actions by users, the necessary tasks to accomplish those actions, and the emotions experienced while performing the tasks. Areas for improvement are identified during the researcher's mapping of the user journey.

Sprint 2: Define Phase

In Sprint 2, the research was translated into define clear user needs. A problem statement and a corresponding goal statement were developed to focus the project on resolving decision fatigue, motivational barriers, and interface inaccessibility. A competitive audit of existing sustainability apps revealed gaps in AI personalisation, simplicity, and feedback mechanisms.

A problem statement is clear description of user's need that needs to be addressed[21]. Below are the artefacts for three different problem statements based on personas. Problem informs researcher about ‘’Why’’ the problem needs to be addressed.

Furthermore, Competitive audits takes place to offer many benefits throughout the ideation phase, such as giving an idea of products already in the market and their designs, suggesting ideas to solve early problems, and revealing the ways that current products in the market are not satisfying user needs.(The Excel sheet for competitive audit has been referenced due to its larger size). Several direct competitors for EcoGenie were Cool the globe and Betterpoints, which have a good mobile app and gamification but lack user flow and accessibility features, whereas, Amazon and Happy cow were indirect competitor for EcoGenie.

To visualise early engagement pathways, a user flow diagram was created.

In parallel, storyboards (both big-picture and close-up) illustrated how users like Luc or Andrea might interact with the app in real-life contexts, helping map emotional and situational triggers that influenced behaviour. Big picture story board are series of visually rendered panels that focus on the user’s experience and close story board are series of visually rendered panels that focus on the product

Sprint 3: Ideation and UX Principles Integration

The ideation sprint concentrated on generating design solutions influenced by human factors and psychological UX principles. Insights derived from the literature review, specifically Hick’s Law, Fitts’s Law, and the Isolation Effect, guided the selection of layout and information hierarchy[14], [15], [16].

Rapid sketching is a popular design ideation exercise intended to help you think of several ideas in record time[22]. This exercise was employed to sketch eight rapid variations of the homepage. From these variations, five homepage versions were further iterated upon, resulting in one refined homepage design that balanced clarity, actionability, and cognitive simplicity.

During the ideation phase, all the CTA buttons were placed in consideration of the Isolation effect so, users can prompted to take corrective action.[15]. The placements of buttons were backed by Hick’s law and Fitt’s law determining only relevant information was presented and was easy to access. The colour of buttons was checked through colour contrast checker to maintain WCAG guidelines[17]

Sprint 4: Wireframing and Prioritisation

Paper wireframes were created for each key screen in the app such as, Add Activity, Book Eco-Ride, Eco Shop, Chat, and Settings, based on the laws of UX design to plan the design for each screen.

The wireframes were then translated into digital wireframes using Figma and adding UI elements. While adding UI elements accessibility was considered such as customise text options to adjust text size, improving colour contrast and text readability and simplifying navigation.

A MoSCoW prioritisation features into Must-Have, useful (Should-Have), optional (Could-Have), or unnecessary (Won’t-Have) features[26]. This ensured focus on high-value interactions that would influence behaviour without overwhelming users.

1. Must have features: Add daily activities, get quick tips, Carbon emission tracking, accessibility settings, Login, Sign up, Eco-friendly product recommendations, personalised tips and Gamification.

2. Should have: Travel, Places recommendations and Trip statistics.

3. Could have: Chat with a sustainable expert, community, and expert list

4. Won’t have: Recycling advice, impact after recycling, product suggestion in regards with nearby store and comparison between regular and sustainable products.

Sprint 5: Prototyping

Moving forward, the digital wireframes were converted into low-fidelity and high-fidelity prototypes in the prototyping phase. The Low fidelity (lo-fi) is a simple, interactive model that provides a basic idea of what the product would look like and how it would function.

The high-fidelity version incorporated accessibility standards such as, contrast ratios, icon consistency, and font readability for users with dyslexia and interactive elements to simulate full user flows.

Sprint 6: Testing

The Testing phase of the project includes different testing methods, starting with Usability testing. Usability testing is a Qualitative testing method that assesses how easy it is for participants to complete core tasks in a design.

The first round of usability testing was conducted after creation of Lofi prototype with five participants, focusing on task-based scenarios such as Tracking Progress, booking a sustainable ride, finding sustainable products and how to get personalised tips. The research goals were to check how users engage with the application and how users will interact with the lo-fi prototype.

Observations revealed that users were finding few elements Overcrowded and confusing[27]. Some users confused because of lack of button description was in bottom navigation bar. The form Drag form of navigation was expected by user but was absent in design[28] and few users expected add button to book a ride[29].

In a second round of testing usability testing was conducted again with same research goals and scenarios. As a result of Iteration 1 users were able to perform tasks independently[30] [31]and navigate easily[32][33].

Furthermore, A/B testing was conducted to test two or more two or more design variations with a live user to determine which variation performs best according to a predetermined set of business-success metrics[26]. Research goals to compare UI elements and determine which elements encourage better engagement. And requirement was to create two versions of screen with different UI elements or different CTA placements to measure click through rates. Scenario 1 was progress tracking UI where, Group A sees a graph-based progress tracker, while Group B sees a streak-based gamified tracker and determine which one was more engaging for users. In Scenario 2 for CTA button placement Group A had the “Get tips” button at the top, while Group B had it in middle of home screen to check which version has a higher interaction rate.

Results revealed that Results revealed the round version of bar chart was more satisfactory to users instead of sharp corner bar chart and the get tips in the middle of page was having higher interactions[30], [31], [32], [33].

Thirdly, the System Usability Scale(SUS) test was distributed to users to quantify user satisfaction. Users needed to complete 10-questions survey, and each question was ranked from 1 (strongly disagree) to 5(strongly agree). The Following questions were set up.

1. I found the app easy to use.

2. I felt confident navigating the app without assistance.

3. The information provided in the app was clear and easy to understand.

4. I found the app’s interface visually appealing and well-organized.

5. I would like to use this app frequently to support my sustainability goals.

6. The app’s features were well-integrated and functioned as expected.

7. I did not feel overwhelmed or confused while using the app.

8. The app provided helpful feedback and guidance on my actions.

9. I found the sustainability recommendations relevant and useful.

10. I would recommend this app to others interested in sustainable living.

Users rated their experiences from somewhat agree to strongly agree[34](detailed results have been referenced as pdf).

Lastly, heuristic evaluation was performed to identify design problems in a user interface. It is done against Jakob Nielsen's10 usability heuristics[35]. App interface and prototype satisfies 7 out of 10 Jakob Nielsen's 10 usability heuristics[36]. Following designs satisfies heuristics.

1. Visibility of System Status: Throughout the app design was always informing users about what is going on, through appropriate feedback within a reasonable amount of time this also follows feedback loop[15][36].

2. Match Between the System and the Real World: The icons and button style follow real-world conventions in EcoGenie[36].

3. User Control and Freedom: Users have been given enough control over each element of app such as drag interaction, chevrons right and left, and closing arrows that clearly marked emergency exit[36].

4. Consistency and Standards : Clear words and labels were used to follow platform and industry standards[36].

5. Error Prevention: Good error messages are not currently part of EcoGenie’s design. Thus, it can be included in future design[36].

6. Recognition Rather than Recall: The User will not need to remember the information from different screens to carry out some another form of actions as navigation bar clearly shows different labels and hamburger menu displays sufficient user menu items[36].

7. Flexibility and Efficiency of Use: There are few shortcuts inside the app like the accessibility icon at the login page allows users to manage accessibility setting while login or Sign in. This allows design to cater both inexperienced and experienced users[36].

8. Aesthetic and Minimalist Design: App interface does not have any irrelevant piece of information as they have been already eliminated during app testing[36] and follows hick’s law[14].

9. Help Users Recognise, Diagnose, and Recover from Errors: Clear error messages are not displayed and do not suggest a solution thus, it can be worked out in future design[36].

10. Help and Documentation: The app does not have any documentation as it was easily interpreted to users, but it will be helpful in future[36].

Sprint 6: Iteration and Behaviour-Driven Refinement

Following the insights from testing Round 1, as shown below homepage had four major changes. The bottom icons in navigation were labelled and animated to highlight selected page and providing clear navigation. Also, the state of icon changes as user clicks the icon[29]. Lastly, the user account was replaced by hamburger menu for better user control as inform by user[28].

Additionally, a second round of testing was necessary to refine the first iteration using usability testing, A/B testing, System Usability Scale(SUS) to quantify user satisfaction and heuristics evaluation. Observing these results helped to reiterate the iteration1.

To ensure the final prototype is consistent with fundamental behavioural triggers, principles of behaviour-driven development (BDD) were applied. This development approach where features are specified in Given-When-Then scenario.

1. Feature: Add daily activity