Research Areas


Feedback systems


TEAM : Harika, Meg, Katherine

TIMELINE : 3 months (Feb - May '19)

MY ROLE : UX Research, Architectural Strategy

Design Kit





Qualitative Interviews

Competitive Analysis

Affinity Mapping

Mind & matter

We believe our product can enable people to make better decisions that more closely align with their values by educating them about the potential consequences or benefits that result from their shopping activity. 

Problem area

Although there are many products in the market that cater to ethical and sustainable needs, most of them are unable push their users to be more conscious when their motivation levels for ethically conscious shopping are low.

1. Research


Comp Anal.png

This exercise gave us an opportunity to explore the field by making us aware of the trends in sustainability and the possible directions our product could take.  Secondly, it helped us to understand our competitors’ products in depth and the attributes or features they posses or lack, which proved to be strong players in their products success or failure. Using this information we could see where the gap exists in order to situate our product in the market.


SCREENING : A survey was sent out that captured information about respondents shopping behaviors and attitudes about various consumer considerations. These  results not only showed a viable amount of interest in the topic area, as noted above in the audience section, but were also used to recruit participants for a qualitative research session. We selected individuals who met the following criteria:

  • Left an email

  • Online shopped more frequently

  • Indicated that they “cared” (ranked a 4) for at least one environmental concern

Passive shoppers


People who indicated they cared about at least one ethical issue but did not indicate that they use any ethical criteria when purchasing

Active shoppers


People who indicated they cared about at least two ethical issues and use at least one ethical criteria when purchasing.

We identified two categories of people:

INTERVIEWS : We conducted six semi-structured interviews, both remote and in-person,  in order to guide the product direction. Our questions were grouped into fours categories:

  1. Background Information

  2. Shopping journey Activity/ Probing questions

  3. Ethical factors Activity/Probing Questions

  4. Wrap Up 

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Card Sorting activity with a participant


Finished Mural board completed during a remote interview


In order to synthesize the data collected through our interviews we first began by building our Work activity Affinity Diagram (WAAD). All our observations and interviews were analyzed and post-its were created representing our main takeaways. The team then arranged these notes on a whiteboard and organized these notes into the following groups:

  • Motivators

  • Information gathering

  • Feedback

3. Architectural Strategy


The site map initially helped organize the features and was a way for the team to brainstorm solutions together. The team whiteboarded a rough site map together following the affinity mapping session. The sitemap was then refined and put into a digital format and then given a key so that primary navigation elements and areas of the app only available to those with an account could be distinguished.




The learn environment is dependant on the curation of a content repository, consisting of vetted external resources as well and content created by a team that works for the product. That content is then arranged into courses pre defined courses that can be completed and themes that can be browsed.

There are two main content environments that house the majority of the app’s content.


The shop environment is reliant on a vast repository of both brands and items. The key function of keeping these repositories is to provide ratings and recommended alternatives for those brand and product items. Selection of brands and products to include in the app will be an important consideration along with keeping the repositories up to date and continuously growing the number of supported items.

That's not it! Come back in May for more !