Encouraging sustainable food choices at work
Climate change and ethical issues in food production, especially animal products, are well known. WWF challenged us to encourage employees to make more sustainable food choices at work. The solution needed to be low cost, simple, mobile, easy to set up and scale with minimal impact on the organization.
The Hook Model by Nir Eyal explains habit formation through triggers, action, variable rewards, and ongoing user investment.
Later, we also added “rewarding” to the requirements for our final concept, as we identified the importance of a working reward system for the success of behaviour change. Interesting to mention here, is the the Hook Model, developed by the behavioural economist Nir Eyal. To form new habits in users, you need triggers, an action, a variable reward, and a continuous investment by the user.
Persuasion through popping colours and the jigsaw effect.
Facebook created one of the most famous triggers out there. A red icon which calls for attention, through its popping colour, but also its triggered suspense about the unknown. That is why we added popping colours to the challenge cards and covered the challenges, so that each day stays a surprise. Another nice example is the jigsaw puzzle. We all know the satisfying feeling of putting pieces in their right slots, especially the last piece. We translated this phenomenon to our concept, by creating fitting slots for each card.
Outcome
Adding light for a strong immediate reward
In our user tests, we received mostly positive feedback about the challenge cards, but also negative, like the lack of strong immediate rewards. Because of that we developed several concepts around rewards. We made a dollar test with some users, who decided which rewards would be the most fulfilling one for them. Light was the most favoured feature by the participants. Needless to say, there was the dilemma of using only recyclable and sustainable materials for the production against the need of using variable and meaningful rewards. That is why we decided that our product would travel with WWF to different companies to create a long life-cycle, plus using recyclable materials as much as possible.
How individuals can see their impact on a personal and a collective level and change their behaviour sustainably
Each employee, who wants to participate, receives a box with an instruction paper. From now on, for 20 working days, they draw a challenge card to perform during work. With each successful performed card, which is put in its slot on the top, one side will light up for some seconds. With each day more sides will light up, with a changing color for each week. By the end of the month all slots will be filled and the employee will feel the satisfying feeling of success and proudness on an individual level. For the collective success, there is a public “bee comb”, in which the finished box will be put in. Together the company can fill the installation, and realise the impact of the individual on the collective. It is a fitting metaphor, and also hints to the symbol of climate change, the bee itself.
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