11/30/2019

Sprint #2: Testing, Iterating, Wrapping Up

Concept Testing: Key Use

Carbon labeling system is a design originated from societal value instead of direct customer benefit. To understand the appeal of the concept, I tested the key use with three grocery shoppers at school and two producers of plant food at farmers market.

Hypothesis

  • Carbon labeling system will provide customers actionable insights and facilitate behavior change.
  • Carbon labeling system would be logistically feasible for producers if the government support were to exist.

Findings Summary from Customers

  • The carbon labeling system would be more difficult to understand than other statistics on the packaging, since customers are less familiar with related concepts (i.e., CO2e, carbon offsetting), compared to those in nutrition facts, for example.
  • The customers all suppose their behavior would change, but it depends on how understandable and actionable the information actually is.

Findings Summary from Producers

  • The producers agree with the previous secondary research – even though there are government standards set in place, the carbon footprint of each item is much difficult to track today. Even though they care about the issue, there is little incentive for them to invest in such measure, let alone the meat producers.
  • If the carbon label were to exist, the producers hope they could gain better traction if they manage to produce food with lower carbon footprint.
  • Introducing a rating system is less ideal, since it implies overly-simplified environmental consequences, and it’s easier to game by the lobbyists.

Concept Testing: Prototype

Building Prototype with Real Data

It’s probably the most difficult prototype that I built with real data this year. With some solid research and some less-solid predictions, I think the data at the moment is plausible and appropriate for testing.

Prototype

Label prototype.
Screen prototype.

Hypothesis

Customers will find the presented information understandable and actionable for more conscious purchase.

Context

The screen prototype is extremely scrappy since the interviews with participants are conducted earlier than expected. It was presented with verbal explanations.

Findings Summary

  • The “neutralization time” information is extremely important for understanding and decision-making. It should be moved onto the label and clarified further.
  • People are less likely to read through the data breakdown. It might be a great educational opportunity to make the visualization more engaging.

Iteration

Iterated label prototype.

The screen prototype WIP is viewable now on Sketch Cloud. The complete and animated screen prototype will be completed for the final class presentation.

Some early explorations.

Phew.