Ecomodo is a new online service (launching before the end of the year) which will bring responsible consumerism to the masses. This talk focuses on the way UX design is being used to drive behaviour change for the common good, as opposed to capitalising on existing behaviours. Meriel is also Founder of Flow Interactive.

1. Case Study: User Experience Design for the common good Meriel Lenfestey Picture borrowed from Lenny&Meriel on flickr

2. I started Flow because I wanted to make things better ... I wanted technology to improve people’s lives. Flow provides a bridge between the many corporations building our futures and the people whose futures they are building. The projects we’re most proud of are the ones where the customers expectations are exceeded and the client achieves their goals.

3. I’m starting Ecomodo because I want to make things better ... I still want technology to improve people’s lives. Ecomodo provides a way for people to live the rich lives they choose with minimal environmental impact. This will improve people’s lives for generations to come. Doing my bit in the only way I know how...

4. the goals..

5. In 2004 £143 billion spent on clothes, household appliances, glassware, tableware, household utensils, household tools and equipment, vehicles, telephone and telefax equipment, audio-visual, photo and information processing equipment and cultural and recreational durables ... that’s £2.3k per person. Fact borrowed from WRAP report 2009: Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency

6. 33% of all products thrown away are still working. Fact borrowed from Cooper, 2004

7. The average power drill is used for ten minutes in its entire life. Picture borrowed from choener, on flickr Fact borrowed from Thackara, 2005

8. If products are seldom used, by sharing the product with a number of people (changing use patterns), the resource productivity of the product will be increased and the consumption of natural resources in the production stage reduced. Fact borrowed from WRAP, 2009

9. Reducing gap between psychological and technological obsolescence Hiring rather than buying to increase the utility of the item over it’s lifetime Making goods which are more durable and last longer in response to demand Cumulative GHG emission reduction in production and consumption material sufficiency strategies to 2050, taking into account emissions from a consumption perspective . Data borrowed from WRAP, 2009

10. Picture borrowed from Cle0patra on Flickr

11. needsomething.. got stuff.. Electric heater for an emergency Children’s ski clothes for annual holiday Garage space for storage while I move Sewing machine for a one off job Stair gate for visitors Cocktail shakers for a cocktail party DIY help to erect a greenhouse Surf board to try it out Babysitting for Friday night A tent for a trial camping trip A rotavator to clear my garden ... Spare hob from when mine broke Baby gear.. just in case! Guitar because I always meant to learn Water butt installation from doing mine Kayak which we use occasionally Tent which has been used twice Full Elvis costume from a fancy dress party Tag along from when my kids were little 2 sets of fishing gear which I seldom use Mini marquee bought for a party years ago Spare room which friends can use ... It’s just collecting dust, taking up space and making me feel guilty... But I want to hang onto it. I don’t want to have to buy one – someone must have one I could use.

12. Who is it for?

13. Picture borrowed from Bill M on Flickr

14. Picture borrowed from Tripu on Flickr

15. the challenges ..

16. Business model build legal challenges trust desire ease

17. Commercial Business model build legal UX Design trust desire ease Technical User

18. behaviour change desire trust User ease

19. Picture borrowed RichardGHawley on Flickr Picture borrowed from Strikkelise on Flickr

20. the solution..

22. Access Green Money Lenders .. personal motivations Meet like minded people Maximise utility / reduce guilt Return on investment/earn money Lenders .. philanthropic motivations Contribute to Community Reduce cumulative footprint Fundraise Borrowers .. Convenience Reduce footprint Reduced cost Enrich & enable Introducers.. Provide personal benefits (as above) Support own goals Fundraising for own cause CSR – contribute to community CSR – fundraising

23. We facilitate the entire transaction between lender & borrower motivate find negotiate use return trust & ease

24. As UX specialists we wield great power ... Making society more sustainable is in large part a UX challenge. We have the power to help not only people out there now – but also future generations.