Usability research: can customers find the sustainability data?
Client
research project, Aalborg University Copenhagen
Scope
research plan, usability testing, interviews, competitor analysis, prototype
Year
2025
The brand builds its position on sustainability and publishes a lot of data. In testing, everyone found the sustainability information, on average after more than three minutes, and nobody found the water use.
First prototype: the carbon footprint next to the product, under “Add to bag”. People noticed it but did not know whether it was a lot.Second version: a comparison with the average sits next to the number.The carbon footprint split into supply chain stages. Hovering over a stage shows a short explanation.Next projectFinanse 101
