I’m a Service design professional focused on solving complex challenges with intuitive, user-centered solutions. I translate insights into actionable designs, blending service design and technology to create thoughtful, impactful experiences that enhance how people interact with the world around them.
The challenge I’m addressing is the significant gap between consumers’ intentions and actions when it comes to making sustainable choices. While many people express a desire to shop more sustainably, they often feel overwhelmed by the abundance of information, misleading marketing, and greenwashing practices. This results in confusion, scepticism, and frustration, leading consumers to default to more convenient but less eco-friendly choices. The problem is further complicated by the complexity of sustainable products, making it hard for people to make informed decisions that align with their values without extensive research.
GBuy is a mobile application designed to simplify the journey of sustainable grocery shopping. It helps users make informed eco-friendly choices by curating personalized product recommendations based on sustainability certifications, local availability, and user preferences. GBuy bridges the intention-action gap by providing clear and concise information, seamless integration with local stores, and community-driven support, making sustainable shopping easier, trustworthy, and rewarding. Through GBuy, users can make small yet meaningful changes that collectively contribute to a more sustainable future.
This storyboard showcases a journey, highlighting the key touchpoints and features the user interacts with along the way.
The research process for GBuy followed an iterative, user-centred approach combining both primary and secondary methods.
1. Primary Research:
Co-creation sessions with users helped refine initial ideas and generate valuable feedback for the design process.
Conducted contextual inquiries, interviews, and focus groups to directly engage users and understand their experiences with sustainable shopping.
2. Secondary Research:
Reviewed market trends, academic literature, and industry reports to explore consumer behaviour, sustainability, and greenwashing, which informed design strategies and features.
3. Testing and Iteration:
Based on user feedback, the app was refined through multiple prototypes to improve usability, clarity, and functionality.
The research findings enabled GBuy to evolve from just an app into a comprehensive service that benefits its direct stakeholders while creating value on a broader scale.
GBuy empowers individuals by making sustainable choices easy and accessible, fostering lasting positive change for society, the environment, and the economy.
It drives collective action by encouraging users to adopt sustainable habits, helping to shift cultural norms toward conscious consumerism and making sustainability inclusive, regardless of a user’s knowledge or expertise.
By guiding consumers toward low-impact products and supporting local options, GBuy helps reduce waste, conserve resources, and lower carbon emissions through shorter supply chains.
Additionally, GBuy fuels the growth of the sustainable economy by increasing demand for eco-friendly products and local businesses, creating market incentives for more companies to adopt greener practices, ultimately contributing to systemic change.
