[Case 01]
Encouraging users to lower their mobile phone's environmental impact
Telco
Helping users decrease and track their phone's impact through simple checklist actions
Offset, recycle, repurpose and switch to amplify your impact
[Project Overview]
Optus Eco is a sustainability initiative that empowers customers to reduce the environmental impact of their mobile device usage. Through a series of checklist actions, customers can switch to greener alternatives and offset their device's carbon emissions by contributing to certified environmental projects of their choice.
[Problem Statement]
As Optus worked toward its commitment of sourcing 100% renewable energy by 2025, customers still lacked a simple and meaningful way to address the environmental impact of their own mobile phone usage. The challenge was to design a seamless digital experience that enabled customers to take meaningful climate action while reinforcing the brand's sustainability commitments.
[Industry]
Telco
[My Role]
UX & UI Design
[Platforms]
iOS & Android
[Date]
2022 - 2025
[Process]
[01] User Research
Conducted user interviews to understand how mobile phone customers feel about the environmental impact of their devices
Benchmarked against related sustainability and carbon emission reduction apps
Competitor analysis on other telcos' approach to sustainability
[02] Insights
Some mobile users sympathised with the responsibility of offsetting their phone's emissions
Most mobile users were excited about learning and taking the challenge to choose greener alternatives
A few mobile users thought it should be the telco company paying for the offset of their phone's emissions
[03] Design Solution
Simple checklist actions were listed under those 'To Do' and 'Done'
Once an action was completed these were visually reflected by a growing tree
The carbon offset feature allowed users to choose from a range of environmental projects across Australia that resonated most with them
[04] Testing and Iteration
Concept tested initial designs to learn around ease of use and general understanding of what Optus Eco and its related actions meant for users
Tested updated designs and continuously iterating on them by simplifying UX and UI
Redesigned the UI to deliver a more engaging visual experience, creatively extending existing brand assets while remaining true to the brand guidelines
[Outcome]
Increased My Optus app usage and reinforced awareness around Optus Living Network
The carbon offset feature facilitated meaningful contributions to supported environmental initiatives
Improved brand perception as customers sympathised and supported Optus environmental commitment
[Key Learnings]
'cause it matters
Focusing on meaningful causes which may not be directly related to the core business of the company can have a high impact on brand's perception
Test, learn, rephrase
Avoid assuming your audience is familiar with technical or specialised terms. Test your messaging, learn from feedback, and rephrase where necessary to ensure it's easily understood
Simple is harder
Refining an experience down to its most intuitive form takes time, testing, and thoughtful decision-making — but the effort is well worth it when it translates into more focused interactions and a better overall UX
