GETIR –
SUSTAINABILITY
( 2023 )
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Flash delivery is a modern-day invention that gets your groceries home quickly. But how do you make such a concept more sustainable?
CASE
GETIR – SUSTAINABILITY
Visit the prototype
CLIENT
CLUB LEAF X ICEMOBILE
SERVICES
Introduction
Sustainability is taking over the world because, of course, it is more important than ever. For this project, my team and I chose to solve the following problem statement:
“How can we encourage college students between 20 – 25 years of age to make more sustainable choices by using the Getir app without changing the user’s behaviour?”
TEAM
SUMMARY
In a time frame of 6 months, we had to work as a team to find a solution to teach out-of-house college students more about sustainability. It was not that easy.
For the clients Ice Mobile and Club Leaf, we had to take into account that the user experience of the target audience would not be degraded while using our commercial solution.
RESEARCH
But besides knowing your clients, it is perhaps even more important to be able to empathise with the target audience. To do this, we started talking to the target group and used the insights from those interviews to create an empathy map. In this way, we had mapped the target group’s wants and needs at a glance.
The key insights that came out of our research phase were that:
– many students are not engaged in making sustainable choices when it comes to flash delivery;
– customers are mainly interested in discounts from Getir;
– the target group is not at all concerned with their own carbon footprint;
– the target group prioritises product prices.
Define
Based on the key insights from the research phase, we started to set up design guidelines that we could stick to during the elaboration and realisation of our first concepts. The drafted guidelines stated as follows:
– Not distracting: Designs must not be distracting to the user, because we don’t want to actively change their current behaviour.
– Efficient: Designs must be effective and trigger the user to buy local or sustainable products.
– User friction: Students can quit easily if something takes too much effort. Therefore the functions must be dynamically integrated so that it doesn’t have to much user friction.
– “When I shop for groceries, I find it difficult to find/replace sustainable products that are not immediately a lot more expensive than standard products”
– “I usually order Getir in the evening when we have parties in our student house. Often the snacks and alcohol are already finished and the supermarkets are already closed.”
– “Personally, I don’t take into account how sustainable my products are when I order. I am more interested in the price of the products.”
1. Shared orders: Allows everyone (at the same party or with your close neighbours) to add something to the shopping basket which means only 1 order needs to be shipped and reduces vehicle emissions.
2. Smart AI system: An AI that gives you tips and tricks to live more sustainable, looking at your recent orders.
3. Points system: By collecting points per order, you can save up for great discounts or free products! Note: some more sustainable products will earn you MORE points!
This is how we keep prices low, quality high and satisfy everyone who (consciously or unconsciously) contributes to a more sustainable future! 🙂