Project entitlement: Nuuday had a wish to be more innovative in their ways of working and the product portfolio, taking in a place in the market where customers would have a stronger engagement with the brand.
My Role: UX lead, In charge of processes, Project mapping, testing and facilitating workshops.
Process
We created the illustrated process, where we would invested a max of 90 working days on each project. Each project/idea entering the process would have to live up to a list of requirements and the project/idea could be ‘killed’ by the end of each 30 day process.
Innovation Lab Mantras
As part goal of the innovation Lab, was to inspire other teams in the organization to work with the process, i.e. when developing new products for the existing products. We created 3 mantras and designed posters to get the messages of the innovation Lab spread out.
Project example: Electricty
One of the projects that went trough the Innovation Lab process was the idea to create an electricity company. Here is a snippet of the project and the work we did.
The Vision
Imagine if Nuuday became a vehicle for making people understand the impact of their daily electricity consumption and a tool that empowered them to make a difference for the climate
The Mission
We will create a concept that can make electricity tangible and worthwhile to care about
We will strive to help people and families engage to change behavior around energy consumption through information and tools, so they create new habits.
Research & protypes
My role in the research: I was conduction all interviews & the focus group. I did the observations and made muck-ups for prototypes and tools for the focus group.
Desk research: Consumer market, Competitor market, YouGov survey (1,014 respondents)
Interviews: 9 Interviews with parents (3 female, 6 male), 4 Interviews with kids (2 female, 1 male), 4 expert interviews
Focus group: Focus group with 6 teenagers (3 female, 3 male)
Observation: Visit Experimentarium, Copenhagen Airport
Mock-ups: 10 Prototypes test
Key findings for the different groups interviewed
Parents:
They believe in climate change and think that we need to do something, but everyday activities make them unable to act accordingly.
Most think the problem is around food waste and plastic garbage.
They are not willing to give up things like steaks, cars and TV & streaming.
No matter the economic status, saving money is the key driver to lower the electricity consumption, the benefit it can have on climate changes is secondary.
They all believe that can do more but, are not motivated.
Teenagers:
This age group are highly motivated to make changes in their behavior for the sake of the climate.
They initiate new behaviors at home and are trying to get the family to play along, i.e. eating less meat, bike, walk & public transport, by less and secondhand.
We all have a responsibility for the climate, but the government should do more to enforce change in people how do not care.
They all believe they can do more and should do more
Kids 8-12: This age group have a weak understanding of the climate and how our actions any be related to climate change.
When they think of climate change they think, that the ocean is filled with plastic and that this harm the sea life.
They all talk about gathering garbage from the streets and nature, because it is a school activity and they believe that this will help with the climate problems.