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Can UX design shape behavior to drive more conscientious choices?
  • Scheduling & budgeting the project 
  • Onboarding/PMing collaborators
  • Pitching to internal executive leadership
  • UX & UI design
Joe Garan
Linsey Nancarrow
Jessie Bunning

While brainstorming thought-leadership ideas in sustainable innovation, I was captivated by SPACE10's "Everyday Experiments".

Everyday Experiments is an ongoing series of digital experiments in partnership with IKEA that challenge the role of technology in the home through short, playful videos. 

I wanted to do a similar thought-leadership project that answered a question within the intersection of sustainability, business, and UX design.
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We noticed that recent UX design trends have been shifting

Large companies have started including information on sustainability factors like emissions, durability, and water usage next to typical purchasing factors like ratings and price.
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We wondered - will different kinds of feedback actually influence the choices people make? 

And if they do, how could we influence the decisions that business leaders make; decisions that affect communities and climate impact far more than the behaviors of individual consumers?

To find out, we created an experiment disguised as a shareable business strategy game

Intended audience: Business leaders

Our hypothesis: The players with triple bottom line feedback will lead to more conscientious investment choices more than players who see financial only feedback.
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But first, what is the Triple Bottom Line?

It's a business performance framework that measures financial, environmental, and social impact outcomes, with the intention of driving more environmentally sustainable and socially beneficial businesses.

How the game works

Players need to decide how to reinvest $100 million of their annual profits as CEO to maximize the long term success of their company over a series of 3 rounds.  

Unknowingly, 50% of people who play the game will see financial only feedback, the other 50% will see Triple Bottom Line feedback.
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50% play with only financial feedback

50% play with
Triple Bottom Line feedback

Before players are allowed to see their final results, we tell them they were part of an experiment. 
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The debrief

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Final results

All companies have environmental and social impacts regardless if it's tracked or not, so we calculate all players scores for financial, social, and environmental performance regardless of feedback type.

The player's score is compared with other players who saw the same feedback as them, as well as the players with different feedback.

Encouraging players to share the game

A main goal of the campaign is to get as many people to share the game as possible. We provided a way for players to share their score without giving away the experiment to increase engagement. 
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Image by Cristian Escobar

Value to Indigo Slate – and Zensar, our parent company

Thought-leadership opportunities

There are months worth of thought-leadership content that go beyond the engagement of the game itself. 
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Media coverage & attention
Generating more inbound leads through customers finding us in the media.
Industry-specific thought-leadership
We can write articles about influencing behavior through UX design in industries such as financial services, retail, and B2B.
Sustainable innovation platform
This game can be used as an iterative platform; a medium to ask new questions in the future.
Human Innovation Studio
Sustainable innovation
Design Studio 
Marketing & PR
Business Strategy

A case study showcasing all our capabilities in a unified story

Usually, our teams work in siloes from each other. This is a unique project that wraps capabilities from all of our teams into one, making it the perfect compelling case study for our websites and pitches.

This project is in the process of getting funded by both Indigo Slate and Zensar

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