towards sustainable consumerism @ amsterdam ux meetup

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positioning sustainabilit y in your user experience amsterdam ux meetup maarten p. kappert creative lead mirabeau nov 10, 2016

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IHM2.0 Concept

positioning sustainability in your user experience

amsterdam ux meetup

maarten p. kappert

creative leadmirabeau

nov 10, 2016

Welkom bij Mirabeau, nieuw pandPaar omzwermingenZelfs nog tijd in MAC

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offices, offices

Wenckebach, niet echt sexy2

offices, offices

Zelf inrichten

Koffie apparaat dat was echt een ding toen

>> Koffierevolutie ook thuis

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ooohhh

Deze gekocht

Word je hier enthousiast van? Niet zo gek.

>> Voldoet namelijk aan alle manieren waarop wij mensen evolutionair zijn voorgeprogrammeerd om te beslissen.4

behavioral psychologyself interest short term status dr. mark van vught, evolutionary psychologist

Mooi designFraai stukje techniekInstant gratificationVrienden enthousiast

>> MAAR JA5

bad aftertaste

This messes up my EXPERIENCE as a USER6

an inconvenient truthknowing the harm that our consumption causes, we can no longer fully enjoy the things that were told to bring us happiness

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contradictory messagessustainabilityversusconsumerism

And people dont like contradictions and so they choose.8

conclusionsustainabilitysucks!

A change of strategy, get out of your nicheSecond place Change the words

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resistanceinstagram.com/p/xZxM54s1Gg/

TRUMP underbelly?We are left wing elite10

this negative vibe puts the brakes on everythingconsumers wont ask for better productsbusiness wont create those products

politicians wont propose the needed policiesvoters wont support them

investors wont divestevil corporations wont die

Basically, you classic do-gooders are really bad at marketing11

environmental experts need to now hold hands with those very people who started the consumer revolution; the people that know consumers inside out and back to front marketers, social psychologists, advertisers, storytellers and branding expertsensia.comsolution

Thats us!!!12

challengehow to design for contradictory messages?

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contradictory messagessustainabilityconsumerism

versus

le

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contradictory messagessustainableconsumerism

And people dont like contradictions and so they choose.15

0change the product

CIRCULAR16

consume as much as you want

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1change the frame

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in the media

(uitleggen)19

positivenegative

in the media

Needs effort SACRIFICEThis doesnt get people to change their behavior

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sustainability = sacrificeshort term long termself interest altruismstatus no tangible rewards

Nu zie je ook waarom dit maar zo beperkt leidt tot behavioral change21

positivenegative

in the media

Needs effort SACRIFICEThis doesnt get people to change their behavior

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positivenegativerationalemotional

another axis

??

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tesla

SnelBloedmooiTechnologisch advancedEn o ja, elektrisch24

method

Wertk goedRuikt lekkerZiet er mooi uitAnders25

tony chocolonely

Lekker dikSmaakvolKleurrijkAnders26

positivenegativerationalemotional

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canshouldpositivenegativerationalemotionalwantavoid

Verleiden VerlekkerenEntertainen

Irresistible28

2change the proposition architecture

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first greatthen good

tesla

Zegt nergens: Groen, sustainable, eco, nature30

method

first greatthen good

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tony chocolonely

first greatthen good

fit32

3change the images

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images to avoid

Niet rationeel, overtuigen34

images to use

EMOTIONEEL35

4change the words

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sustainable green eco a better world changezero emission carbon footprint movementfuture global warming words to avoid

Ik word er beter vanMooi designFraai stukje techniekInstant gratificationVrienden enthousiast

Toch schuldgevoel. Wtf?

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fast healthy smart now you delicious beautiful today amazing happynew powerful thrillingpretty sexy sensuality words to use

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do sustainability a favor 1change the frame

2change the propositionarchitecture

3change the images

4change the words

UX = designing the behaviors of our clientsAs all these expressions tell users a lot about who the business is, what they believe in, what they think about the user, what they think about the world

When you do, think about thisBecause these expressions lead to impressions in a user about the business,But if you add up all them up, an image is created about what the world could be

Lets reframe sustainability39

sustainable consumerismmake sustainableirresistible

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