Help Bumblebees fight climate change

Bumblebees

Case Study
This case study created by Camilla Wong
Bumblebees Co-creator and Owner

Alex, Camilla, Jesse, and Likitha

Tutor

LJ Hazzard

Introduction
This case study aims to analyse the sustainable
future to create an artefact for people. The
greenhouse effect is essential to life on the planet.
However, human-made emissions are gradually
heating the Earth, and it will be irrevocable. To
fight against climate change, a group of post-
graduate students on the MA User Experience
Design at Falmouth University formed the team,
Bumblebee. The mission is to motivate individuals
to contribute to our natural environment.
1 © Camilla Wong All Rights Reserved. (Climate change, n.d.)
Tool Used Figma
Project Timeline 12 weeks
My Role Project Manager and

UI/UX Designer

2 © Camilla Wong All Rights Reserved.
Meet the Team...
Alex
Ninja
Organises and records meeting
Ensures meeting recordings, notes and action items are available for
all after each meetin
Liaises with Project Manager and Supervisor where necessary
Camilla
Project Manager
Defines the tasks and timelines in Trell
Follows up with members to ensure we’re on schedule
Jesse
Tester/QA
Assists with team coordinatio
Maintains sanity in times of crisi
Ensures the ideas and deliverables meet a mutually agreed standard
Likitha
Product Owner
Helps the team in direction and prioritisation regarding the produc
Defining Stories and prioritizing the Team Backlog. Helps in prioritising
features to build, personas to build for and the target market

Project Management
As a project manager, I am responsible for ensuring the delivery of a quality product. At the “forming” stage
of the team, we were struggling to kick-start the project. I created a Gantt chart for the project plan so that
we can have an overview at a glance.
3 © Camilla Wong All Rights Reserved. (Egolf and Chester, 2020)
Gantt Chart of the Teams Working Schedule

Project Management
By breaking the project into manageable processes, it ensures a clear division of work and everyone can have a
better focus on the correct items. In addition to the Gantt chart, I also updated the tasks in Trello to track the
progress and record details, such as records of discussions and comments.
Trello of the Project Plan

Design Thinking
The design process, which adopted design thinking
methodology, was reflected on the Gantt chart.
Empathise Define Ideate Prototype Test
Design Process
Market Research User Interview Problem Statement Persona User Journey Competitor Analysis
Revise the Problem Statement Information Architecture Wireframe UX Flow UX Prototype User Feedback
Usability Testing Visual Design UI Prototype

Rapid Ideation Plan
Even though we have a detailed plan that well
considers the design process and has a buffer for
the task durations, the project was not running as
smoothly as expected due to many uncertain
factors. For instance, we researched on lots of
market facts and it is difficult to converge into one
idea directly as we have different notions.

To move forward faster, I formed a rapid ideation
workshop to help us find out our distinct direction
in FigJam, an online ideation tool. The goal of the
workshop is to spark innovation and bring the team
together to openly discuss and share ideas on the
project topic.
6 © Camilla Wong All Rights Reserved. (Lewrick, M., 2018)
Rapid Ideation Workshop
Market Research How Might We Affinity Map
Priority Matrix Mind Map Idea Voting Problem Statement
User Interview Affinity Map Revise Problem Statement

Rapid Ideation Plan
Research
What is the trend in the pandemic? How is the environmental pollution?
How is the sustainable solutions?
How is the new delivery method?

Rapid Ideation Plan
How Might We
How Might We (Business to Business) How Might We (Business to Customer)

Rapid Ideation Plan
Affinity Map
Affinity Map (Business to Business) Affinity Map (Business to Customer)

Rapid Ideation Plan
Priority Matrix

Rapid Ideation Plan
Idea Voting
e-Commerce An Offset Carbon Footprint Reward Scheme
Recycle
Carbon Footrpint Calculator Logistic / Transporation

Rapid Ideation Plan
Problem Statement
Chose to move forward with the idea of encouraging a
sustainable lifestyle by analysing users’ spending habits
and inviting them to review the environmental impact
of their existing habits. The programme will be
incentivised with rewards (e.g. discounts) and
gamification so users can compete against each other.

Rapid Ideation Plan
User Interview Guide
Hypothesis

Lack of action by companies leads to employees
having to figure out their own ways of contributing
to sustainability. Therefore, if we ease the friction
between ambition and action by providing solutions
and rewards, companies may be able to contribute
at large towards sustainability and net zero carbon
emissions.

Method

Stakeholder Interview (Anonymous)

Participan
4 Business Owner
4 Employees
Research Goal

To understand how business owners and employees
engage in sustainable activities, the problems they
face and how they resolve them at the moment.

Notes

Before starting with the following questions, ease
people into the conversation in the beginning. Ask
them about themselves and their day etc. Collect
demographic information only if you feel they are
necessary.
13 © Camilla Wong All Rights Reserved. (Reuters Events, 2022)

Rapid Ideation Plan
User Interview

(For Employees)
User Profile
Participant Code Gender
Age Business Size
Business Industry Occupation
Interview Question
1. What does sustainability mean to you?

_____________________________________________________________________________________________________________________

2. Does your company have any charity-based activities?

If so, Do you have experience participating in your company’s charity activities?

_____________________________________________________________________________________________________________________

3. Is your company largely remote or in-office? What do you like/dislike about this?

_____________________________________________________________________________________________________________________

4. What does a typical working day of yours look like?

_____________________________________________________________________________________________________________________

5. Does your company have any CSR or sustainability activities/initiatives?

If so, how does your company partake in contributing to sustainability? Have you participated in any of these activities?

_____________________________________________________________________________________________________________________

6. Do you use any tools to track your activities/carbon emission? Why or why not?

_____________________________________________________________________________________________________________________

7. Do you contribute to sustainability in your daily life? Why? Why not? What are some of your existing habits regarding
sustainability?

_____________________________________________________________________________________________________________________

8. Are there any habits you think are unsustainable/not eco-friendly?

_____________________________________________________________________________________________________________________

9. Are there any areas in your life in which you feel could be more sustainable?

_____________________________________________________________________________________________________________________

Rapid Ideation Plan
User Interview

(For Business Owner)
User Profile
Participant Code Gender
Age Business Size
Business Industry Occupation
Interview Question
1. What does your company/organisation do?

_____________________________________________________________________________________________________________________

2. What industry is your business in? (skip this if you already know this)

_____________________________________________________________________________________________________________________

3. How many employees are there on your payroll? (skip this if you already know this)

_____________________________________________________________________________________________________________________

4. Is your business largely remote or in-office?

_____________________________________________________________________________________________________________________

5. Do you know about what environmental or sustainability efforts are being undertaken in your industry?

_____________________________________________________________________________________________________________________

6. Does your business partake in sustainability efforts? / Does your company have any sustainability goals?

_____________________________________________________________________________________________________________________

7. What does sustainability look like at your company?

_____________________________________________________________________________________________________________________

8. Do you use any tools to track your activities/carbon emission?

_____________________________________________________________________________________________________________________

9. Can you think of an instance wherein you/your company contributed to a green lifestyle?

_____________________________________________________________________________________________________________________

10. What is your opinion on CSR?

_____________________________________________________________________________________________________________________

11. How does climate change and carbon footprint affect you/your business?

_____________________________________________________________________________________________________________________

12. What is the hardest part of incorporating sustainable habits into your business?

_____________________________________________________________________________________________________________________

Rapid Ideation Plan
Interview Result - I Statement
I don’t know
much about
sustainability
I have no
idea about
CSR
I could do
better by...
I don’t know about
or have access

to tracking tools
I want to
know more
sustainable
actions
I don’t see the
value/impact

Rapid Ideation Plan
Opportunity
Activities being
done; how might
we reward these?
List of activities -
INCENTIVE
How might we
market ourselves
and get people to
be aware of us?
Numerical values
of impact and/or
rewards programs
Use of car/Public
Transport

Use of electricity

Recycling

Card tracking on e-
commerce
Educating users -
informative/
quizzes

Rapid Ideation Plan
Reframe Problem Statement
SMEs feel uncertain about quantifying and reducing
their business’s carbon emissions. They need to better
understand the business’s impact on the environment
and drive their corporate social responsibility goals, but
find it difficult to encourage and maintain employee
participation.

Design System
From the beginning of the project, the consistency of the
whole design is critical. I created the foundation of the
design library. I defined the input field in the status of
default, selected, and filled; primary button and secondary
button; page title and description; icons; navigation bar;
header, etc. Likewise, I jotted a comment to my teammates
in Figma and Trello, about how we could collaborate to
work on the components’ library when we are sketching
the wireframe. It is good to centralise all component
masters in a place that would help to modify it in the
future.

Design System
Design Principle
01 Simplicity

02 Brightness

03 Effectiveness

Bees are productive, they cooperate to build their
safe home, collect pollen and nectar for food, and
pollinate flowers. We adopted the bees’ spirit, that
helps our team bring out personal power, into this
project and our team. The ultimate goal is to bring
a positive impact to society.
Bumblebees

Tiger

Hex #DD6D00
Tiger

Hex #DD6D00
Honey

Hex #FFC700
Honey

Hex #FFC700
Marigold

Hex #FFECA8
Marigold

Hex #FFECA8
Bright Turquoise

Hex #D0EEEB
Bright Turquoise

Hex #D0EEEB
Cantaloupe

Hex #FFE5CB
Cantaloupe

Hex #FFE5CB
Turquoise

Hex #34C5B5
Turquoise

Hex #34C5B5
Turquoise

Hex #34C5B5
Turquoise

Hex #34C5B5
Gray 06

Hex #F8F9FB
Gray 06

Hex #F8F9FB
Gray 05

Hex #F5F5F5
Gray 05

Hex #F5F5F5
Gray 04

Hex #ECECEC
Gray 04

Hex #ECECEC
Gray 03

Hex #E0E0E0
Gray 03

Hex #E0E0E0
Gray 01

Hex #7D7D7D
Gray 01

Hex #7D7D7D
Gray 02

Hex #A0A0A0
Gray 02

Hex #A0A0A0
Primary
Primary
Hue
Saturation
Secondary Tertiary Gray Colours
Design System
Colour Scheme

22 © Camilla Wong All Rights Reserved. (Overpass Font, 2022)
Font Type Weight Size Line Height Sample
Title 1 Bold 32px 40 80
Title 2 SemiBold 28px 34 Projects
Subtitle 1 Bold 20px 24 14kg
Subtitle 2 Medium 18px 24 Hello, Christine
Subheading Bold 14px 20 Gold Member
Body 1 Medium 14px 18 Get 25% on Patagonia
Body Highlight Bold 12px 16 Get 25% on Patagonia
Body 2 Regular 12px 16 Get 25% on Patagonia
Label Regular 10px 12 Credit Card
Aa
ExtraBold
Aa
ExtraBold
Aa
Bold
Aa
Bold
Aa
SemiBold
Aa
SemiBold
Aa
Medium
Aa
Medium
Aa
Regular
Aa
Regular
Aa
Light
Aa
Light
English - Overpass Font Family Font Hierarchy
Design System
Typography and Font Hierarchy

Design System
App Icon
An app icon is the first appearance to the reader.
We designed a recognisable app icon which is
consistent with our logo.

Finish
Finish
Title
Placeholder
Title
Placeholder
Title
Text Input
Title
Text Input
Title
Text Input
Title
Text Input
Search Search Search
Default
Default
Default
Filled
Filled
Filled
Selected
Selected
Selected
24x24px
Others
Primary Button Input Field
Input Field with Eyes
Search
Secondary Button
Icons
Design System
Design Library

Pitch Preparation
Pitching is an opportunity that enables you to present your business
proposal to investors. We got a opportunity to pitch our solution to
industry judges.

For the pitch preparation, I shared my experience of a pitch to angel
investors that encompass an executive summary, key highlights,
organisational structure, the problem, the solution, market
segmentation, unique selling point, competitive analysis, business
model, revenue model, growth strategy, marketing strategy, financial
summary, use of funds, and exit strategy. I also shared some pitch
examples for teammate to in-depth understand the pitching content.

For the past several years, I have participated in various funding
applications. I have successfully received fundings totalling to HKD
50,000, and financial support of up to HKD1.29 million to cover
technology and business development expenses.
25 © Camilla Wong All Rights Reserved. (Caya, 2022) (Meredith Hart, 2022)
Pitch Example

Pitch
Persona
Our persona are business owner and employee. We referred to the real user interview data to conceive this
persona using the behaviour, wants and needs, and frustration.
Jamie

Director of Tech Co., Acme Inc.
Position
Director, Tech Company
Education
Masters in Business Administration
Age
34
Who I am
I have been in tech for over 12 years and my specialty lies in
SaaS in domains of AI and ML. I lead a rather minimalistic
lifestyle and most of time is spent on work or working out. I
like keeping fit, so I cycle about the city whenever I head
out.

I enjoy being an entrepreneur and I give everything to my
company and our employees. We work with passion. When it
comes to environmental sustainability, we do our part by
reducing, recyling and reusing whatever we can. I think CSR
is an ethical and moral responsibility of all corporates.
Key skills
->

->

->
Programming

Problem Solving

Design Thinking
Tools
Wants and Needs
->

->

->

->
Promote a sustainable and eco-friendly environment at
work.

Reduce Carbon footprint that the company produces.

Need an easy and hassle-free way of incorporating
sustainable habits at work.

Motivate employees to take part in green initiatives.
Frustrations
1.

2.

3.

Do not know where to begin efforts.

Cannot quanitify the efforts and impact made by the
activities we undertake.

Difficult to train staff on them and help find solutions
to the issues.

What makes me tick
->

->

New tech and gadgets

Physical activity - it gets me motivated

Where I can be found
->

->
LinkedIn

Sunday Cycling Meetups
Business Owner
Christine

Digital Consultant
Position
Program Manager, e-Commerce Company
Education
Masters in Information System Management
Age
29
Who I am
I have been working for an e-Commerce company for 4
years and I am responsible for managing the product of the
required deliverables. I have to plan and monitor the project,
and report the project process to the line manager regularly.

I enjoy volunteering for different charity organisations and I
offer vital help to people in need. Volunteering brings
fulfilment to my life. Sometimes I recycle and try to shop
local, even I do not feel like I make any real effort.
Key skills
->

->

->
Project management

Strategic planning

Problem-solving
Tools
Wants and Needs
->

->

->

->

Get job done on the track

Pursue personal growth in volunteering for charity
organisation

Contribute to sustainability in the recycle program in
order to protect planet Earth

Want an easy way to reduce carbon emissions and
where I can see the impact/value of my actions

Frustrations
1.

2.

3.
I don’t think I’m contributing to carbon emissions as
much as large organisations. I don’t have faith in their
ability or willingness to offset their emissions.

I’m not sure what tools I can use. It seems to be
troublesome.

I don’t see the value and impact of tracking my carbon
emissions.
What makes me tick
->

->

->
Shopping-related activities

Positive contributions to society

Volunteering my time to meaningful causes

Where I can be found
->

->
LinkedIn

Volunteer activities
Employee

Pitch
Market Research
27 © Camilla Wong All Rights Reserved. (Farooq, Farooq and Jasimuddin, 2014) (Kim and Son, 2021) (Babiak and Trendafilova, 2011)
CSR Goal

Corporate social
responsibility increases
employee satisfaction and
retention
Green Finance

Green knowledge and
innovation significantly
increase attitudes toward
green credit card services
Sustainability

Social responsibility and
environmental sustainability
are becoming important
business practices

Pitch
Our Solution
Corporate
reporting
function
Investment in
carbon
offsetting
Credit card
emissions
tracking
Competition
among users
Incentivised
with rewards
Understand
your CO2
impact

Pitch
Competitor Analysis
We discovered 5 competitors' strengths and
weaknesses to develop our UX strategy. To
summarize, we provide a full range services to help
users easier understand their impact and invest in
carbon offset. We provide incentives as a reward
for them to improve sustainable habits. Users are
able to link a credit card to the app and track
carbon footprint from transactions to reduce the
lesser sustainable activities.

All offset data will be recorded in the corporate
reporting and it will send to company management
for optimising CSR goals as reference.

29 © Camilla Wong All Rights Reserved. (Aspiration, 2022) (Klima, 2022) (Kora, 2022) (Onhand, 2022) (Stripe Climate, 2022)
Bumblebees
Aspiration
Kora
onHand
Klima
Stripe
Corporate
reporting
function
Competit
ion among
users
Investment
in carbon
offsetting
Incentivised
with
rewards
Credit card
emissions
tracking
Understand
your CO2
impact
Competitor Analysis

Pitch
Market Opportunity
30 © Camilla Wong All Rights Reserved. (Adroit, 2020)
global market size for CSR software in 2020
$673,800,000

Pitch
Business Model
Partner Commission

We achieve 5% commission
from partner companies
Subscription Fee

£200 per month average fee
Advertising

Selling products at profitable
rates

Pitch
Information Architecture
32 © Camilla Wong All Rights Reserved. (Learn.falmouth, 2022)
Date range views: 
Day/Week/Month

Filters: 
- Most Efficient 
- Least Efficient 
- High to Low 
- Low to High
Add new item
Card elements: 
- Date 
- Amount 
- Emission/CO2 Reduced
Purchase Sector
Transaction List
Card elements: 
- Date 
- Amount 
Purchase Sector
Credit Card Transactions
Card elements: 
- Date 
- Amount 
Trees Saved
Card elements: 
- Date 
- Amount 
Carbon Emission reduction
Impact List
Impact/Dashboard
Manual Transaction entry
Item creation
Rewards available
Food/drink deal
Discount coupon
Gift cards
Generic cinema 1
Rewards available
Offer
Annual discount pas
Gift cards
Generic activity 2
Category 1 (e.g. Entertainment)
Redeem the following with
your eco points: 
- Coupon code 
- Gift card
McDonalds
Redeem the following with
your eco points: 
- Coupon code 
- Gift card
Burger King
Item
Category 2 (e.g. Eating Out)
Rewards
Item elements 
- Profile Picture 
- Name 
- Age 
- Company
Demographic
Green Score
My Profile
Permissions
Notifications
Delete my account
Settings
Logout
Logout
Profile
Dashboard

Pitch
Wireframe
Project
Get Involved
Do you want to support this project?

More than 90% of Madagascar's primary forests are
destroyed, impacting people living in extreme
poverty the most. This project aims to plant 90,000
trees in Madagascar.
Support for this project
20
My balance
⎊460
80kg CO2 offset 80 Trees saved
Thank you for your support!
80 kg CO2 Offset
Donate to Another Project
Search
Recommended
Environmental
Plant Trees in
Madagascar
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Food Bank
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Food Bank
Human
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Project
Connect my bank
Cancel
We’d like to link your bank transactions to
Bumblebees so that we can assess the
environmental impact of your transactions
Did you know?
Every transaction you make releases 1kg of CO2.
Offset your transactions by earning points on every
transaction you make.
We only use encrypted data and
don’t have access to your specific
transactions, card numbers, PINs etc.
Next
Back
Connect My Bank
Country
United Kindom
Bank
Barclays
Card Type
Barclays Corporate
Open Barclays Corporate Login
Back
Authenticate with
Barclays Corporate
Card
Your transaction summary will be
securely transferred to Bumblebees
We only use encrypted data and
don’t have access to your specific
transactions, card numbers, PINs etc.
Back
Login
Barclays Corporate
Login
Username or ID number
ChristineCorporate
Back
Welcome
ChristineCorporate
Password
*************
Forgot Password?
Stay Signed In
Login
Start
Congrats!
Card connected... it’s time to embrace
sustainability!
Friday, 22 July Offset CO2 8,800kg
Shopping £ 53.00
Walmart
Restaurant £ 12.35
Vegetarian Cafe
Thursday, 21 July Offset CO2 900kg
Transportation £ 4.70
Public Transport
Wednesday, 20 July Offset CO2 480kg
Shopping £ 3.00
Walmart
Transactions
Add
Credit Card
Next
Your daily schedule
Walking Recycling Car Wash Bus
Air Conditioning Garbage Segregation
Plastic Cup Lighting Water Bottle
Walking Single-use plastic Heating
Train Car Tote bag
Please select the sustainable task you are
interested to generate personalised journey
Explore More Goals
Your data will be imported to app to evaluate your
carbon footprints
Sync with Google Maps Timeline
Sync with Apple Health
Sync with MyFitnessPal
Sync with Fitbit
Skip this for now
Learn how to build better habits
Morning
Transportation
Walk to the office
+⎊1
Recycling
Recycle the paper, bottles,
and other non-trash
+⎊5
Afternoon
Park
Walk to nearby public park
and stay 5 feet away from the
start point
+⎊1
Work Break
Turn off your monitor for 20
minutes
+⎊1
Evening
Transportation
Walk to your destination
+⎊1
Dry Naturally
Settings
Your Journey
Earn more points by acting sustainably
Transportation
17 mins (5km)
Walk Cycle
Public

Transport
Recomended Route
Your location 9:31 PM
Walk 2 minutes (290m) 9:33 PM
Bicycle 15 minutes (4.8km) 9:48 PM
1053 Road 9:48 PM
From
Enter origin
To
Enter destination
Recycling
Please add a photo of your recycled
goods
Type of goods
Name
Kilograms
Name
Take a photo
Thats 100kg offset!
Recycling
Please add a photo of your recycled
goods
Type of goods
Name
Kilograms
Name
Take a photo
Thats 100kg offset!
Success!

You got ⎊5
80 Trees saved
23 miles saved
Scan another item
Success!
Success!

You got ⎊1
80 Trees saved
23 miles saved
Take a photo of your recycling
Your recycling will be photographed automatically
By using artificial technology, we can estimate the
amount recyling you’re processing.
Update Preferred Name
Connection Settings
Share the App
FAQ
Privacy Policy
Logout
Christine
Profile
Impact Peers Impact
1 3
2
1 David Chow
8,000kg

CO2 offset
2 James Tony
5,000kg

CO2 offset
3 Paul Kevin
2,000kg

CO2 offset
4 James Jo
1,200kg

CO2 offset
5 Mary Louise
1,000kg

CO2 offset
72 Christine
800kg

CO2 offset
51,000 tonnes
It means your company has offset ≈ 25mn miles of driving
Hello, Christine
Gold Member
⎊460
Home Credit Card Journey Rewards Profile
Project
Journey Profile Leaderboard
Credit Card

Pitch
Usability Testing and Feedback
It seems quite
simple, but
because it's not
complete
If I wanted to look at
my bank statement,
I’d look at my bank
statement
I don't understand
why I don’t have
enough points
I don't know
how recycling’s
part of my
journey
Saving trees
doesn’t make
sense, are you
physically saving
trees or planting
new trees?

Pitch
UI Design

Industry Judges’ Feedback
We received positive feedback and concerns from industry judges, Diletta, Roman, Malin and our tutor, LJ.
They suggested covering more design processes and emphasising unique selling points for the product. The
valuable feedback made us better, and helped us avoid major mistakes.
Diletta
UX/UI design roles in
Japan and the UK
Roman
Senior Technical Designer
at PlayStation London
Studio
Malin
Senior UX Designer at
Bluefruit Software
LJ
Tutor, User Experience
Design Master of Art at
Falmouth University

Industry Judges’ Feedback Highlight
Diletta UX/UI design roles in Japan and the UK
Diletta has been deeply immersed in the world of digital design having worked with leading gaming companies within UX/UI design roles in Japan and the UK.
Interview
I really like that you took time to interview
potential users for your product, and that you
had a chance to interview 4 business owners and
4 employees. Generally speaking, it’s best
practice to define who your target audience is at
this stage: without this, it can be hard to focus
your design efforts appropriately.
Target Audience
If you’re going to pitch to investors, a customer profile lets investors know that you clearly understand who you’re targeting. The
customer profile is a brief description of your ideal consumer and includes information about interests, preferences, purchasing
behaviour, etc. The narrower your target audience is, the more sales it usually brings. Micro-targeting allows you to run very
specific, relevant, and effective strategies.

A good persona typically consist of five parts
Needs and goals. What is your persona trying to do, why and by when
Motivations. What are their key triggers and barriers? What influences their thinking? And do they have an actual need or
feeling pressure from elsewhere
Behaviours. Where do they find information? Is your persona spontaneous or do they research and plan every detail? What
media channels do they like to use
Pain points or frustrations. It helps you understand what the users don’t like.
Quotes and pictures. Bring your personas to life.

Roman Senior T
echnical Designer at PlayStation London Studio
Roman Ohlendorf is a Senior T
echnical Designer at PlayStation London Studio. During his career, he has worked across all design subdisciplines, including Narrative, Level and Systems
Design. Involved with cutting-edge technology throughout, he has worked on titles for all platforms ranging from next-gen consoles to mobile VR.
Problem Slide
A bit hard to follow which bits are being talked
about, as similar language is used to describe all
of them. They are good, distinct point but the
presentation should emphasise the distinction.
Suggestion to visually present them sequentially
as they are being introduced, instead of at the
same time, as well sharpening the wording
Is the app running the sustainability
certification? How is it qualified to do so?
As an employee, why would I want my
employer to monitor my private purchases???
Can I use this as an individual without my
company being signed up? It sounds like it?
Summary
On the whole a good presentation, and I get the
appeal of the product. However, I am left with
concerns about the feasibility of the product that
was pitched.
Problem Slide
I really want an example on how this works in
practise – what sort of sustainability efforts
can I as a company track through the app?
I would imagine that evaluating and
quantifying the environmental impact of
everyday purchases to be quite difficult,
especially if not limited to a single type of
product. How is Bumblesbees planning to go
about it?
Privacy Concerns
The proposition to employees is to have their shopping monitored by a
company app. There is no mention around how to alleviate privacy
concerns around the tracking, handling, and processing this very
personal data.

How can all the possible different purchases be accurately assessed
from an environmental impact perspective? There are schemes for
certain types of products, but not all. How and which metrics will be
used across item categories?

It would be good to get a working example of what variables would be
tracked for two different businesses. As a prospective client, I would
want to have a clear vision of how it would apply to my organisation. I
get a good idea of how the apps helps me monitor my employees
actions, but not how it will track the actual company’s actions.

Malin Senior UX Designer at Bluefruit Software
I'm Malin, I'm from Sweden and have lived in the UK for the last decade. I started
off working as a designer in advertising, but quickly transitioned towards web
design and have worked with UX design the last 5-6 years. I've worked for
companies in various industries in Sweden, New Zealand and here in the UK –
including sustainability, whistleblowing, and e-commerce. I have a vocational
degree in art direction (a field within advertising and marketing), a bachelor’s
degree in interaction design, and I've studied independent courses in ethnology,
linguistics, psychology and more. I love to learn and have an insatiable curiosity
about humans which is why I've landed in the field of UX design. Since March I’ve
been working as a senior UX designer at Bluefruit, a software development
company in Redruth with clients all over the world, and am currently in the
process of training a team of software engineers, testers and analysts in the UX
design process.
Malin’s Comment

Retrospective
In the middle of the module, LJ suggested having a
retrospective to continually enhance our work cycle.
We brainstormed ways to improve productivity and
boost efficiency during analysing the work process.

This retrospective was a chance to share our true
thoughts. I sometimes felt lost on how we could
move forward, which was similar to one of the
comments. We might have been in the
“performing” stage in Tuckman's theory, which
often comes with crunch and burnout.

40 © Camilla Wong All Rights Reserved. (Egolf and Chester, 2020) (Mindtools.com, n.d.)
Performance
Impact
Team Effectiveness
Working Group
Pseudo Team
Potential Team
Real Team
High-performing Team
Tuckman's Theory of Group Development

Appreciation
I was surprised by my team’s appreciation when they saw my effort on project management and it is
reflected in the project progress, this also encourages me to keep improving.
Camilla’s project managment
skills have been amazing,
helping us all understand due
dates, tasks, and is always
willing to help.
Camilla makes sure we are
always in track and goes the
extra mile to make sure we
are. Camilla’s proactiveness
has kept me sane.
Thank you to Camilla for
organising the Project Plan
sheet and Trello board. This
has really helped with our
direction and knowing what
to do each week.

Six Thinking Hats
Even though we might have some challenges, we hold a strong and positive attitude to overcome it together.
During this practice as a leader, I always thought about “How we could do better”. It also applied to my day
work, to enrich a broad thinking on particular viewpoints with Six Thinking Hats. This theory, was written by Dr.
Edward de Bono, is used to offer broad thinking on particular viewpoints. It helped me think about instinctive
positions, and I could explore a range of perspectives.
42 © Camilla Wong All Rights Reserved. (De bono, Edward, n.d.) (Groupmap, n.d.)
White Hat
What are the facts that we know?
Yellow Hat
Why should we be optimistic?
Black Hat
What risks should we keep in mind?
Red Hat
What are your gut reactions?
Green Hat
How can we create opportunities?
Blue Hat
What systems or processes will be needed?

Final Pitch
Conclusion
In this project, we fine-tuned our archetype as a corporate impact solution
that allows employees to track corporate expenses and optimise spending
by the corporate credit card. My strength is that I have 5 years of
experience in designing user experience and interfaces for various
projects. This has given me an understanding of the importance of the user
needs. I did 6 banking projects including financial regulators in Hong Kong
and international banks in the past 3 years and I found my pathway in this
industry. I am passionate about green finance projects
, especially this one
as it aims to change people’s habits in their daily lives.

Eventually, we did the final pitch, and we were really satisfied with the final
outcome. Everyone was very supportive and stuck together throughout the
process, making it a successful project. I look forward to seeing this app
being developed in the future if there should be a chance. I hope that
technology can be used to improve people’s lives and the environment at
the same point.

Reflection
I think that the whole team has grown very fast in the module of Co-Creative Design & Development Practice
because of the wholeness of the project. We formed a team rapidly and validated our MVP (Minimum Viable
Product) from industry experts, target users and tutor. Even though I struggled with thoughts of self-doubt
and barriers, I kept learning to stay ahead. Refer to golden circle from Simon Sinek, starting with why, that
comes from within myself, to drive me to take more meaningful action.

Working on projects for work and my studies in parallel was definitely a tough job. However, it was a good
experience for me to push myself forward and find joy in my work. I totally enjoyed working with my team,
hence I did not feel that the work was tedious or hard in any way. In particular, I have strengthened my
leadership, project management, communication and strategic thinking skill in this project. In the future, I hope
to apply the knowledge and skills that I have learnt from the course to my work and daily life. I will continue to
explore different aspects of User Experience and keep an eye on social issues to use technology to help the
society.
44 © Camilla Wong All Rights Reserved. (Sinek, 2019)

Green Finance

To Make People Live in a

More Sustainable Way

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