ecoCRED: Empowering
Sustainable Choices
A seamless, visually engaging app that rewards your eco-friendly choices, making sustainability both simple and rewarding
Context
STEER: a technology company specializing in app-based services that make everyday life more convenient. With a portfolio that includes a food delivery app and a ridesharing app, STEER focuses on creating digital solutions that connect people to essential services quickly, reliably, and sustainably.
Problem
In response to the growing focus on sustainability and green energy, STEER sought to expand its impact by launching a new app, ecoCRED. The goal was to encourage users to adopt more eco-friendly habits—such as skipping disposable utensils when ordering takeout or choosing electric vehicles when ridesharing. The challenge was to design an experience that would effectively motivate behavioral change while seamlessly connecting with STEER’s existing services.
Role
UX/UI Designer: Competitive Analysis, User Flow, Wireframes, Graphic Design, Hi-Fi Design, Interactive Prototype, Developer Handoff
Solution
In one month, I designed and delivered the ecoCRED app. Working closely with stakeholders and the R&D team, I translated the company’s vision into an intuitive and engaging mobile experience.
• Delivered 30+ high-fidelity mobile screens within 4 weeks
• Achieved 90% stakeholder satisfaction in design review sessions
Design Process
Gamifying Sustainability
To make eco-friendly actions feel rewarding rather than obligatory, I incorporated gamification principles into the design. The interface was intentionally crafted to be visually engaging, using playful illustrations, vibrant colors, and friendly micro-interactions.
By designing a relaxing and cheerful experience, I aimed to encourage users to build positive habits without feeling pressured. The result was a product that felt light, motivating, and easy to return to, helping reinforce eco-conscious choices through everyday behavior.
Reward System: Reinforcing Positive Behavior
To further motivate sustainable actions, I designed a layered reward system that allows users to earn points for every eco-friendly choice they make, which can be redeemed for small eco-conscious gifts like reusable bags or digital gift cards.
In addition to points, I introduced a leveling system and achievement badges to celebrate users' milestones. As users completed more green actions, they leveled up and unlocked badges that visually marked their journey toward sustainability.
This system was grounded in product design best practices:
✦ Progress Visibility: Making progress visible through levels and badges
✦ Behavior Reinforcement: Immediate feedback (points) and long-term goals (badges, levels) together reinforce repeated positive behaviors
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