Challenge
Create a disruptive and innovative MAP (Minimum Awesome Product) that helps us reduce greenhouse gas emissions and mitigate the effects of climate change. We will use the Lean UX methodology to create it and expose it to the audience as quickly as possible to measure real interest in the product through a landing page.
What is
Patchwall is a construction materials company specialized in thermal and acoustic insulation. It markets Patchwall panels made with recycled wood and textile to help maintain acoustic and thermal comfort in your home while reducing your carbon footprint.
Problem
Human activity is the main driver of significant and lasting changes in the Earth's climate. Emission of greenhouse gases, mainly from the use of fossil fuels, but also from deforestation or changes in land use, causes an increase in global temperature. This leads to effects such as extreme weather events, loss of biodiversity, and rising sea levels…
It is crucial to reduce emissions by adopting sustainable practices in all areas, and communicating this effectively in an era where misinformation runs rampant on social media.
Results
Research, as a good Lean project, is fast. Fortunately, there is ample scientific and informative information that helps us quickly pinpoint the causes and areas of action to mitigate the consequences of climate change. And most importantly: develop the product as soon as possible!
So we can divide the topic into two aspects: Greenhouse gases responsible and the activities that produce them.
CO₂ is by volume the most concerning, but the rest of the gases have the quality of being more harmful and sustained over time with much less quantity.
The main cause is the production of energy using fossil fuels. Accompanied by an abuse of the forest mass, which helps to fix CO₂, we have the perfect storm.
73.2%
Greenhouse gas emissions are due to energy production.
16.2%
Of the total emissions, {{percentage}} is a consequence of inefficiency in generation, transportation, and consumption.
17.5%
From the energy created is destined for use in buildings, both residential and commercial.
Conclusions
Climate change is produced by many interrelated factors. It is clear that the production of energy with fossil fuels is the main cause, but there are many other factors that contribute to emissions. The good news is that this multifactoriality in the causes can be useful to us, since with an efficient solution, we can mitigate emissions in various areas.
There are aspects that can only be addressed by large state policies that are beyond our control and we are left with monitoring, but from our limited individual, community, and business power, we can also act to reduce emissions.
FOCUS
In the ideation phase and with the data obtained from the research, we decided to tackle the reduction of emissions by focusing on two of the most polluting industries:
Fashion and construction
Specifically in the reduction of textile waste which, with the growth of fast fashion, has become a real problem, and in the manufacturing of insulation material for construction.
87%
Of the used garments are incinerated or deposited in landfills
1%
It is the amount of used clothing that ends up being recycled into another garment
36%
Of the gases emitted in Europe are due to inefficient construction
MVP Product
Let's develop a MODULAR SYSTEM OF insulating and decorative panels easy to install for consumption. These panels will offer thermal and acoustic insulation and will be made entirely from recycled and eco-friendly materials.
Benefits
We tackle the issue of CO₂ emissions by reducing them on several fronts:
Recycling materials. Textile for insulation, wood for coverings. We reduce the waste of both.
We reduce the manufacturing of more polluting insulation materials.
We help save energy in homes, both in heating and cooling. Especially in those that cannot afford a comprehensive home efficiency reform.
As a side effect, we contribute to home acoustic comfort and reduce the manufacturing of foam-based sound insulators.
Reduction of household energy consumption
Reuse of textile and forest waste
Reduction of more polluting insulating materials
Corporate image
Our products are going to be called Patchwall, a play on words similar to patchwork, which is the technique of joining small pieces of fabric to form a larger weave. The logo already has a graphic representation of modularity and of the wall to build.
To measure the interest and impact of the product, we will build a responsive landing page using Wordpress. This will allow us to measure and monitor various KPIs such as: a CTA with access to more information, the time spent on the page, contact requests...
With this, we already have the MVP launched in just three days. Now we just need a promotion campaign on social networks to gather data that will allow us to assess and measure the real interest of people in our product and predict its viability.
Objectives
Find out the potential and viability of the product by evaluating the real interest of users in a sustainable product. This is quantified by measuring the conversion rate on various CTA and the duration of visits. We will not store data to avoid legal issues. The CTAs point to a 404 error page.
Monitoring
We use Hotjar and Google Analytics. They provide us with relevant data and graphics for our KPIs.
Conversion rate measured in clicks on various CTAs.
Menu CTA "Discover Patchwall"
Hero CTA "Buy Patchwall"
Form button "Submit"
Duration of the visit.
Metrics
heat maps
Through the heat maps, we found out that the placement of CTAs in the design is correct as they are easily located. Perhaps we could improve the affordance on the buttons by adding gradient and shadow.
Insights
There is a real interest on the part of the general public in alleviating the consequences of climate change. This is despite the campaigns of vested disinformation.
The advantage of addressing a multifactorial problem is that the solution can also be, and our solution is, as it tackles several sources of emissions.
Although the solution is collective, small individual solutions are well received by the general public. This can force changes in large corporations.
Next Steps
Promotional campaigns on social media to maintain the initial interest.
Monitoring KPIs to assess the ongoing tracking over time.
Business proposals to major materials producers.
Establishing alliances with major consumer clothing brands.
