TEAM NAME: GREEN HEROES
TEAM MEMBERS:
PRITISH PRIYAM | SAI VENKATA NITIN BACHU | SHRIJEET SHIVDEKAR
EXECUTIVE SUMMARY
Problem Diagnosis with 3C framework
Transparency Tradeoff
Company
Sustainability
Positioning
Demand Shift
Consumer
Context
Carbon data may reduce conversions if not integrated
seamlessly.
Opportunity to lead with eco-friendly differentiation
and compliance readiness.
81% of consumers globally expect companies to
improve environment; GenZ prioritize eco-conscious
brands (Nelsen,2023)
Trust Gap
43% of consumers distrust sustainability claims made
by companies due to greenwashing (PwC report)
Regulatory Push
Carbon disclosure mandates are fast approaching
— action is urgent.
Environmental
Emergency
Single use packaging leads to 8M tons of ocean waste
annually.
Case Studies
Amazon – Climate Pledge Friendly
A badge-based system that highlights products meeting
sustainability certifications, helping users identify eco-friendly
options directly in search and product listings.
Flipkart – Green Store Initiative
A dedicated section on the platform that curates eco-friendly and
sustainable products across categories like home, fashion, and
electronics.
Over 100,000+ products now carry
the Climate Pledge Friendly badge,
increasing eco-product visibility
across the platform.
Products featured in the Green Store
saw a 15–18% higher clickthrough
rate (CTR) than similar nonhighlighted items.
Symbols
Heroes
Rituals
Values
A single tap reveals certified carbon scores—packaging, materials,
and total impact—distilled into a 5-leaf rating that’s simple,
trusted, and actionable."
Admiration for Data-Driven Eco-Educators.
Reduction. Eg: Oatly - it started displaying
carbon footprint on its products in 2019.
Informed Carbon-Conscious Choice-Making –
Utilizing Integrated Carbon Footprint Data
Throughout the E-commerce Journey.
We strongly believe that our day-to-day ecosensitive choices contribute to long-lasting,
sustainable change.
USER RESEARCH & PERSONAS
Conscious Carla
(Age 30–45, Urban Professional)
Shops for sustainable alternatives
Willing to pay a premium for eco-friendly products
Wants easy-to-understand carbon insights
Busy Raj
(Age 25–35, Tech-savvy, Time-starved)
Shops based on speed, deals, and reviews.
Not deeply engaged in sustainability but open to nudges.
Needs lightweight info, not complexity
Value-first Anita
(Age 40–60, Price Conscious)
Concerned about budget but cares for the future
May respond to incentives for green choices
Needs trust and clarity, not greenwashing
USER NEEDS/JOBS TO BE DONE
Sustainability icons on product cards can boost eco-friendly choices by up to 17%—even without text
(Journal of Sustainable Marketing, 2022)
Core Jobs to be Done
UX Strategy
Compare products by
Sustainability at a glance
Display the leaf score and carbon score breakdown, using
consistent and clean icons.
Users want clear, quick signals to
make green decisions without
reading fine print
Feel rewarded for making
better choices
Shoppers get positive reinforcement
for buying sustainable products,
emotionally and tangibly
Users want to be fully conscious of the ecological impact of
the product
The relative scoring mechanism ensures that there is no
adverse perception on switching across categories
-> Highlight the carbon impact of delivery and dispatch at
checkout. Thereby making users aware of the environmental
impact of returns.
📦
Show CO₂ emissions for returns at checkout.
Display delivery method CO₂ impact comparison at
checkout
Psychological Impacts Driving Behaviour
Giving the user a strong
feeling of contributing to
the environment
Cognitive
Consciousness
Impact
minimalistic
sustainability
visual
Show how many
users chose the
sustainable option
displaying
impact in an ecointuitive way
“Every great user experience hides a thousand smart trade-offs.”
BUSINESS GOALS & PRODUCT OBJECTIVES
BUSINESS GOAL
Influence Loyalty
Consumers increasingly want to align their purchases with their
values.
Making carbon footprint a visible, comparable factor empowers
eco-conscious decision-making.
Enhance Loyalty
Studies suggest 50%+ of successful purchases post-2030 will
favor sustainable brands.
Transparency fosters repeat behavior when aligned with trust
and ease
Differentiate from
Competitors
Behavioral design
insights
Component design
suggestions
By 2035, 80% of consumers may prefer brands with credible
climate efforts.
Sustainability can evolve from a compliance checkbox into a key
market differentiator.
Leverage behavioral economics: use nudges, default options, and
social proof.
Highlight “This product saved 0.8kg CO₂ vs others” or “Most ecoconscious users picked this.”
Add QR-based carbon passports for high-impact items.
Users can explore full lifecycle CO₂ impact with verified, dated
data.
PRODUCT
OBJECTIVES
PRODUCT
OBJECTIVES
Simplify
Sustainability
Build trust with
Transparency
Keep it frictionless by integrating carbon filters naturally into browsing
and search. Users shouldn’t feel like they’re doing extra work to shop
responsibly.
Feature Suggestion:
Apply “Green-first sorting” in search results or add toggles for “Low
Carbon” products.
💡
Use standardized labels (e.g., CarbonNeutral, B Corp) to signal
credibility. Users trust what they can verify.
Feature Suggestion:
Include hover or tap access to audit history, certifying body, and
date of assessment.
💡
Make it
Rewarding
Positive reinforcement strengthens behavior over time.
Gamification makes sustainability sticky.
Feature Suggestion:
Launch a “Green Rewards” tracker — show users how much CO₂ they’ve
saved over time, just like loyalty points.
Reduce Returns
& Waste
Returns = double emissions (logistics + repackaging).
Preempt with better disclosures and emotional cost nudges.
Feature Suggestion:
Add checkout prompts: “Returning this item adds 1.4 kg CO₂ — are you
sure?”
💡
💡
KEY CHALLENGES & TRADE-OFFS
“Balancing sustainability, simplicity, and success in every click”
⚖ Key Trade-Offs (with UX, Brand & Business Impact)
Key Challenges
Core Challenges
Description
Risk if ignored
Information overload
Too much carbon data can overwhelm
users, especially during product
discovery or checkout
Decision fatigue
drop in
conversions
User Trust in Carbon Data
Users may distrust carbon scores due to
greenwashing or lack of standardization
Design Clutter vs. Clarity
Integrating carbon info without breaking
minimal UX flow
Incentives vs. Profit Margins
Rewarding green choices adds cost but
may be essential to drive behavior
change
Sustainability vs.
Convenience
Greener options (e.g. slower,
consolidated delivery) may conflict with
user habits
→
→
Low feature adoption
damaged
brand credibility
→
Visual noise
lower usability
scores
Financial strain if not linked to
loyalty ROI
Increased cart abandonment
Trade-off
Option A
Option B
Strategic Direction
Carbon Data Depth
Full breakdown
(materials, packaging,
logistics)
Simple 5-leaf rating
Use layered disclosure: tap for
detail, hover for score
Placement in UX
Persistent icons
throughout flow
Only at checkout
Use progressive reveal: search
PDP
checkout
Incentive Models
Monetary
cashback/credits
Non-monetary gamified
rewards
User Nudging
Strong: default to green
choices
Speed vs. Sustainability
Faster, less eco shipping
as default
Strategic Insights for Mitigation
Use nudges, not nags: Inform without guilt.
Present savings ("You saved X kg CO₂")
instead of emissions ("This emits X kg").
Trust boosters: Show certification logos,
verified timestamps, or “audited by XYZ” on
carbon data.
Visual minimalism: Stick to one clean
sustainability icon. Expand only on interaction
(tap/click).
Localized flexibility: Tailor disclosure formats
based on geography (EU, India, US) to meet
upcoming laws.
“Every great user experience hides a thousand smart trade-offs.”
→
→
Use hybrid: non-monetary first,
then unlock tangible perks
Subtle: optional filters
Begin subtle; test & evolve
based on adoption rates
Greener, slower options
prioritized
Let user choose, but clearly frame
green benefit (e.g. “Save 0.8 kg
CO₂”)
PROPOSED SOLUTION OVERVIEW
Introduce “Leaf Score (1-5)” as a quick
indicator of the product’s relative
carbon footprint
Impact Milestones are gamified
achievements that reward users for
consistent eco-friendly behaviors —
like green purchases, avoiding
returns, and engaging with
sustainability content.
Planet
The "Green Points System" rewards
eco-friendly purchases with points,
redeemable for discounts and
sustainable items
Profit
1. Emotional & Social Nudges
“You’re a Green Hero! This order saved 700g CO₂.”
“89% of users chose a greener option.”
Drives action through emotion and social proof.
1. Fewer Returns, Lower Costs
Returns cost $5–$15 per item.
Nudges can reduce return rates by 2–5%, saving
millions (Zalando case).
2. Gamification Layer
Unlock badges like Low-Carbon Shopper or Return
Conscious.
Track and share personal impact: CO₂ saved, items
kept, points earned.
2. Higher Retention via Green Loyalty
Green Points users are 25% more likely to return.
Conscious buying = fewer returns, better margins.
3. Light-touch Education
Tooltips like “Why this score?”
Micro-learning without disrupting the shopping
flow.
3. Competitive ESG Edge
First carbon-transparent e-commerce platform in
India.
Attracts ESG investors, impact-focused funds, and
policy partnerships.
1. Carbon Transparency at a Glance
Use Leaf Badges (1–5 leaves) on listings.
Show Carbon Scorecards (A–E or CO₂ grams) on product pages.
People
2. Returns Impact Nudges
Message: “Returning this emits +120g CO₂.”
Positive framing: “Keeping this saved as much CO₂ as 15 phone charges.”
3. Incentivized Green Choices
Earn Green Points for low-carbon buys, non-returns, eco actions.
Redeem for discounts, donations, or early access to green deals.
By 2035, sustainability won’t just be a compliance metric - it will be a competitive advantage.
SUCCESS METRICS & KPI
“Balancing sustainability, simplicity, and success in every click”
Customer Engagement
Metrics
Business Environmental
outcomes
Goal: Drive user interaction
with carbon score features
% of users who tap the
carbon badge → Target: 60%
Avg. time spent on product
pages with carbon score → Target: +15%
Drop in bounce rate after
carbon score visibility → Target: -10%
Goal: Achieve cost efficiency
and climate goals
Total CO₂ saved (from product decisions) →
Target: 50+ tons in 6 months
Annual savings from reduced returns →
Target: ₹10–15 lakhs
Conversion rate boost from carbon-labeled
vs non-labeled SKUs → Target: +12%
Carbon Data Displayed
(Search → Checkout Flow)
User
UserEngagement
Engagement
Views
Clicks
Views & Clicks
Tooltip
Tooltip Interactions
Loyalty and
brand differentiation
Goal: Build emotional connection and brand
preference
Repeat purchase rate of low-carbon products
→ Target: +35%
Redemption rate of Green Points → Target:
50% in 3 months
NPS (Net Promoter Score) improvement →
Target: +10 pts
Behavior Change
Eco Product Selection
Green Basket Rate
“What gets measured, gets managed and what gets managed, improves sustainably”
Behavioral impact
Increase in Eco-Friendly Product Selection
Target: +15% vs baseline
Carbon-Reduced Basket Rate
Target: ≥ 20% of checkouts include at least 1 lowcarbon item
Post-Purchase Carbon Badge Shares (Social or
Review) Target: ≥ 10% of users sharing
Loyalty & Trust
Retention ↑
NPS & Brand Perception ↑
UX WIREFRAMES/CONCEPTS
“Balancing sustainability, simplicity, and success in every click”