Duurzaam Doen 

Graduation project

For my study Communication and Multimedia Design, I had a final assessment for which I worked 6 months on a project chosen by myself. I decided I wanted to do something regarding sustainability and climate change. After some research, I focussed on the impact of food (choices) on the environment. 

Grade: 9 / 10

Nominated for the Golden Dot Awards 2020

My design challenge:

“How might we motivate millennials who already are leaning towards a green lifestyle make more sustainable choices while grocery shopping in the Albert Heijn by educating them with sustainable guidelines and engaging them (socially) to show the collective impact.”



The framework I used for my project is the Design Thinking methodology: Empathize – Define – Ideate – Prototype – Test. After setting up the design brief and choosing my methodologies for R&D I started off with doing Literature Research. I focussed on scientific papers regarding sustainability and food in combination with human behavior and psychology. Where I soon found the behavior gap (Values ≠ Actions) (Iris Vermeir & Wim Verbeke, 2006) . This gap is the main issue I found regarding sustainable choices in the supermarket. What happens is that people tend to have specific values they wish to act upon but certain factors block this behavior. Next, I chose my target audience: Millenials who are already leaning towards a more green lifestyle. 73% of the Millenials are willing to pay more for sustainable products and 67% is digitally engaged. (Nielsen Group, 2018).

To validate the insights from my literature research with my target audience I held 9 in-depth interviews. After the interviews I analyzed the insights, I did this by analyzing my interviews with 5 key factors: Touchpoint – Motivation- Doing – Feeling – Thinking. See the pictures below for the process. 

After analyzing the insights I started structuring them with the canvas you can find below and started looking for overlapping insights between the multiple interviews. 

With these insights, I developed 4 Personas: Lacking lucy (lacks motivation), Active Ann (already sustainable but lacks clear information), Sceptical Susan (skeptical about greenwashing and marketing) & Pricey Peter (price is the main issue). I found many overlapping factors from my literature research and in-depth interviews so I concluded that these factors would be the main problem to solve. (= my design challenge) 

After creating the personas, I started validating their behavior with the BJ Fogg Behaviour Model (B=MAT). Where I analyzed their Motivation – Ability – Triggers. To see where I could nudge them into more sustainable food choices. I’ve also done extended literature research regarding psychology, I used the new motivations from Daniel H Pink – Drive and the decision model of Herbert Simon – Satisficing vs. Maximizing. (While designing I also used the Coglode Nuggets and Hooked model from Nir Eyal.)

I then created a customer journey map for each of the personas by using the touchpoints from my interviews and finally combined all these customer journeys into an Experience Map which you can find below. (It’s in dutch)

Furthermore, I did several competitive analysis, expert interviews, multiple surveys, observations, trend watching, technological research, read several books and attended multiple events regarding this subject. 

With all these insights and opportunities combined, I started Ideating.


The concept I’ve created is focussed on solving the problems I’ve found during my research. Where the focus lays on: Lack of knowledge & Awareness, Perceived consumer effectiveness, Trust, Price, Routine, Engagement, Product availability (all factors of the behavior gap). In combination with the insight and opportunities from the Experience Map: Sustainable knowledge, Transparent product information, Engagement with shopping lists, Personalisation & engagement during the whole customer journey.

So, I started brainstorming to get 20 ideas and narrowed this down to four main concepts. After this, I did a crazy 8 session. And iterated the concepts all along this way. Until I finally had one concept that covered most of the problems I came upon.

I started with a Proof of Concept without a digital product to test if the functionalities work in the real context. Afterward, I created a lo-fi prototype that I (usability) tested on 5 people of my target audience.

Then I started the visual design, for which I used the brandbook of Albert Heijn and gave it a more sustainable twist while still keep the ‘Albert Heijn Feeling’ which would be recognized by my target audiance. I’ve also tested this during the usability testings.

With my new insights, I iterated the earlier wireframes and developed them into a hi-fi prototype, which I tested again on 5 people. Until I fixed all the bugs and flaws. The Final result you can see below.

The concept: Duurzaam Doen (Act Sustainable) consists of 6 elements:

  • Introduction to calculating ‘Foodprint’ (sustainable impact based on your diet) and a wizard to explain the application. During the calculation, the app will also be personalized based on your needs.
  • Profile where you can find your process and streaks but also the activity of your buddy’s and the total impact you, your buddy’s and all the users have created by using the application.
  • Knowledge a big part of the application focusses on knowledge courses about different subjects regarding sustainability and the impact of food, which you can spend as much time on as you wish. It gives reliable information (with sources). Furthermore, it has personalized content & challenges.
  • Scan feature to compare products based on their sustainability score on the go.
  • List feature to create a shopping list and get immediate feedback regarding the sustainability score of the chosen products.

I’ve used multiple design patterns and behavioral design elements to stimulate the sustainable behavior of the user.

This is just a brief overview, for more in-depth knowledge on what the app can do feel free to message me or check out my Design Rationale (dutch).

For a better understanding of the structure and flow of the application I would recommend checking my Graduation Presentation – there are video’s of the application. Which can’t be uploaded on my portfolio.

Graduation presentation Keynote

Design Challenge

“How might we motivate millennials who already are leaning towards a green lifestyle make more sustainable choices while grocery shopping in the Albert Heijn by educating them with sustainable guidelines and engaging them (socially) to show the collective impact.”


IceMobile (& Albert Heijn)

What I Did

UX Research, Concept Development, UX/UI Design, Prototyping, Usability Testing.

Design Rationale (Dutch)

You can find my full Design Rationale here