Understand how to create great user experience which convert good intentions into action to mainstream sustainable innovations. Are you a social / impact entrepreneur frustrated 😤 by the lack of real change in climate action and sustainable behaviours? This is the webinar to understand the attitude - behaviour gap in sustainable consumption and how user experience tools, methods and best practices can contribute to scaling people and planet-friendly behaviours, products and services SPEAKER: Marie Geneste is the founder of The C Collective, a new purpose-driven consultancy helping people and planet friendly entrepreneurs scale their innovations through great user experiences. More information on theccollective.com

1. HOW TO DESIGN OUTSTANDING USER EXPERIENCES
TO SCALE SUSTAINABLE INNOVATION
02/09/20
Marie Geneste – Founder & CEO, C Collective
Follow us > @theccollective1

2. SCALING SUSTAINABLE SOLUTIONS
WITH OUTSTANDING USER EXPERIENCES

3. • 15 years of experience in international
marketing, user experience and sales
• Circular economy consultant
• Worked with blue-chip and start-up
organisations, B2B / B2C
• Founded the C Collective to focus only on
organisations with positive social and
environment impact
MY BACKGROUND

4. INTRODUCTIONS &
EXPECTATIONS
Please write your quick intro
& questions on the chat

5. AGENDA
• Challenges and opportunities of marketing
Sustainable innovation
• Barriers to sustainable consumption,
behavioural science
• What is User Experience?
• Why it is such a powerful toolbox
• Key tools
• Best practices
• Q & A

6. CHALLENGES AND OPPORTUNITIES
OF MARKETING SUSTAINABLE
INNOVATION

7. THE ATTITUDE - BEHAVIOURS GAP IN
SUSTAINABLE CONSUMPTION
• Overall in Europe, over 70% of consumers voice concerns over global warming
and positive attitudes towards green products,
• But the market shares of these products remain single digits
2019
share of organic products in food
and drink market:
1.6%
2019 – Share of alternative fuel
cars registered in the UK:
7.4%

8. 0% 20% 40% 60% 80%
Market share of green products
caragories
Consumers willing to green their
consumption
Attitudes vs market share - green
products/services consumption
Attitude-behaviour
gap
70%
<10%
•We need to
bridge that
gap by
scaling your
solutions

9. WHY IS THE GAP SO WIDE?
YOU’RE ONLY SELLING TO HUMANS
• Your buyers’ daily behaviours are rooted in ancient biology
• Evolutionary psychology highlights 5 ancestral forces at play
SHORT-
TERMISM
D I S R E G A R D O F R I S K
YO U C A N ’ T S E E
S OCIA L
IMITAT ION STATUSS E LF -
IN TE REST
Me
first

10. PSYCHOLOGICAL BARRIERS
TO SUSTAINABLE ACTION AND
PRODUCTS ADOPTION
*Source: what we think about when we try not to think about global warming
Distance
Doom
Cognitive
dissonance
Denial
Identity

11. DISTANCE
Problem feels remote
because we can’t see it as
it’s far off in space and
time

12. DOOM
Negative framing of
climate change – cost,
loss, sacrifice- creates a
need to simply avoid the
topics, people feel
helpless and the fear
message backfires

13. COGNITIVE
DISSONANCE
The mental gymnastics
happening when a new
reality conflicts with what
people want to believe

14. IDENTITY
We filter news through
our professional, political
and cultural identity,
looking for information
that confirms our existing
values and notions,
filtering out facts that
would make us change
our identity.
Source: Gallup, https://www.pbs.org/wgbh/nova/article/depoliticizing-
climate-change/

15. THE USER EXPERIENCE
OPPORTUNITY

16. WHAT IS USER EXPERIENCE FOR
YOU?
Write your definition in the Microsoft
Teams chat

17. WHAT IS THE CURRENCY OF CX?

18. EMOTIONS

19. OUR USER EXPERIENCE
DEFINITION
The product of a sequence of
interactions between users and an
organisation across different channels.
It is how your prospect/customer
experiences your brand across all its
facets (touchpoints)
… and how your brand makes them FEEL
by triggering positive or negative
emotions
TYPES OF USERS
Influencer / Partner
Investor
Employee / applicant
Paying customer -b2b or b2c
User – not paying
Prospect

20. USER / CUSTOMER EXPERIENCE IS THE NEW
MARKETING
Creating experiences
around users’ needs
Promoting product /
services
Organisations need to design experiences around users’ needs,
allowing their brand to emotionally connect with their users
across channels, all through the buying journey
Before After

22. AN EFFICIENT USER EXPERIENCE STRATEGY COVERS ALL STAGES AND
CHANNELS OF THE BUYING JOURNEY
Becomes a
client
BUYERS’needsUXactions
Research to
understand who
can help
Develop
awareness
of his
problem
Consider and choose
providers
Engage
Nurture
Qualify
Raise
interest
and attract
Convert
Great service / UX
Delight, upsell
Recommend
Advocate
Get referrals
1st engagement
with a brand
touchpoint

23. THE VIRTUOUS BUYING
JOURNEY
the holy grail of the
start-up
Engage
Nurture
Qualify
Raise
interest
Attract
Convert
DelightGet referrals

24. Distance
Doom
Cognitive
dissonance
Denial
Identity
OUTSTANDING UX ALLOWS TO BYPASS BARRIERS TO
SUSTAINABLE ACTION
Make the issue feel near and personal to your audience

26. Distance
Doom
Cognitive
dissonance
Denial
Identity
OUTSTANDING CX ALLOWS TO BYPASS
PSYCHOLOGICAL BARRIERS TO SUSTAINABLE
ACTION AND FIGHT WITH THE SAME
WEAPONS AS THE LEADING BRANDS
Reduce dissonance by providing easy way to take action

28. HOW TO DESIGN GREAT USER
EXPERIENCES

29. INVESTING IN UX WILL FUTURE PROOF
YOUR GROWTH STRATEGY
• User research
• User personas
• User journey mapping
• Service maps
• Information architecture
• Wireframes / Visual design
• Prototyping and testing

30. USER RESEARCH
STAGES AND METHODS
• Research preparation
• Desktop research
• Stakeholders interviews (prospects, clients, investors,
influencers, partners)
• Analytics
• Define your research assumptions and questions
• Draft target user profiles to decide who to speak to
• Prepare recruitment of research participants
• Run research
• Recruit participants
• Online surveys
• Focus groups
• 121 interviews ( 12 min with min 3 for each user
profile)
• Analyse & Wrap up
• User persona
• Mapping existing user journeys

31. vb
v v
30s
Single
Lives in a European capital
Photo
• Lobby people in power to bring systemic
changes
• Wants to influence more the Family
Office to have active impact investment
and measurement.
• Invest in people who know what they’re
doing
• Can only influence investment decisions
of Family Office as not wealth owner
• Invest through funds because don’t
have capacity or knowledge to invest
directly into companies.
• Too little money in impact.
Greenwashing.
Jasmine’s family founded a
leading retail group.
A family office was created
following its sale. Since her
late twenties, she has been
using capital inherited for
philanthropy and impact
investment. Also involved in
activism and lobbying for
good.
• Next gen education programs
• Fellow impact investors and Next Gen investors
• Credible sources (Impact assets 50)
• General media
• Social media (Twitter, FB, Linked In…)
Jasmine, the fired up next gen investor I’m doing my best to invest for good as there’s too
little money flowing in high-impact solutions and
too much impact washing
v
• Works mainly from home
• Meets a lot of people
• Likes to exercise and
enjoy socializing with
friends
• Goes to a lot of
networking events

32. USER JOURNEY
COV ERS T HE PAT H F ROM D IS COVE RY OF A N EE D/ TH ROUGH TO F IND ING S OLUTI ONS TO F UL LF IL L IT.
 Allows to visualise the
user interactions with
different touchpoints
 Time based
 Captures user insight,
emotions.
 Allows to identify
opportunities
 Great collaboration tool

33. CHANNELS
Active search of solutionsRealise the problem Identify and screen providers
Website
Online Media
Free/paid
Local / national
Media TV, Radio,
Press,
Advocates &
influencers
‘New ways to
make your house
warmer’
Article (free or
paid)
Calls
sales
Enquiries to
other
providers
Search “floor
insulation”…
Reads about other
insulation content
Energy Saving Trust
website
(insulation
landing
pages)
USER JOURNEY: I WANT TO FIND A SIMPLE
SOLUTION TO MAKE MY HOME COSIER
PERSONA:
JOHN THE RETIREE
Search engine
Ask
builder/archit
ect for
solutions
Retargeting
advertising
Browse
contact
area
Asks
Insulation
company for
quote
Asks for quote
for other
solutions
builder
Eligibility
checker
Client
Receives
quote for
survey +
ballpark on
install based
on floor
area ranges
Company
explains
survey and
install
quote
process
Receives
quotes from
other
solutions
My home is
cold &
draughty
Sales teams

34. DESIGN
STAGES AND METHODS
• Map future user journeys collaboratively
• Map end to end journeys / experience maps
• Service maps / blueprints
• Website / app design
• Information architecture
• Wireframes
• Visual design
• Testing

35. EXPERIENCE MAP = END TO END JOURNEY FROM AWARENESS TO
ADVOCACY
CHANNELS
Engage
Nurture
Qualify
Raise interest
and attract
Convert
Delight
Get referrals
CLIENT
website
product
experience
Social Media
Online Media
Email / newsletter
Nintex teams
Events
‘Top HR processes to
automate’
Linked in sponsored
content /text ad
‘Expense
management’
Use case
‘Onboarding’
Case study
Call with
sales
F2F presentation
TM + TE or Partner
POC
Proposal
TM +
Partner
Retargeting
Case study
LOB webinar
Product sheet
Onboarding
Onboarding
The best tool to collaboratively design your user experience and marketing strategy!
P ERS ON A:
HR MA NAGE R

36. SERVICE MAPS LOOK AT THE TOOLS AND PROCESSES
SUPPORTING THE TARGET EXPERIENCE.
CHANNELS
Engage
Nurture
Qualify
Raise interest
and attract
Convert
Delight
Get referrals
CLIENT
website
product
experience
Social Media
Online Media
Email / newsletter
Teams
‘Top HR processes to
automate’
Linked in sponsored
content /text ad
‘Expense
management’
Use case
‘Onboarding’
Case study
Call with
sales
F2F presentation
TM + TE or Partner
POC
Proposal
TM +
Partner
Retargeting
Case study
Product sheet
Onboarding
Onboarding
CRMWEBSITE
Emailing / Marketing
automation
Sales team
organization
/ processes
Referral
campaigns
Onboarding /
Client success
process
TOOLS & PROCESSES
Content

37. GREAT VIRTUAL
COLLABORATION
TOOLS
Mural
Miro

38. INFORMATION ARCHITECTURE
• The structure of a web site as exposed to
users
• First step to design/ refresh an app or
website
Example of high-level INFORMATION
ARCHITECTURE

39. WIREFRAMES VS VISUAL DESIGN
UX VS UI
• WIREFRAMES show the basic skeleton of
how information will be positioned on a
page
• VISUAL DESIGN adds the branding
elements to the wireframes to
represent what users will see
• WIREFRAMES should always be
designed and signed off BEFORE visual
designs
1-Wireframes
2-Visual design

40. GREAT USER EXPERIENCE =
> MORE emotions
> LESS Friction
> Empower users to find
quick solutions and continue
with their everyday lives
HOW TO MAKE IT HAPPEN
 It requires a dedicated focus and investment
across the business
 Must be based on strong user insight and
data, not just assumptions / intuitions
 Employee experience is as important as
customer experience
 Focus on avoiding friction, unhappy
customers are 10x more vocal than the
happy ones
 Use tried and tested modular solutions such
as website builders, marketing automation
SAAS vs building from scratch
 Start small, test & learn

41. TOP 5 BEST UX PRACTICES FOR
SUSTAINABLE START-UPS
1. Bring to life your product/service in the best possible way…even if it’s not live
yet! Great storytelling can bring powerful emotions.
2. Get real, user journeys are always interrupted, so fix the leaks and find ways to
re-engage users (shopping cart recovery, retargeting)
3. Research and create investors persona to adapt your pitches and your website
4. Translate your sustainable benefits into something tangible and inspiring – not
tonnes of C02
5. Create client onboarding and referral programs
…. And of course hire us to give you a hand ;)

42. Q&A

43. “In the war we are all fighting for a better future for everyone, outstanding
UX will be the Trojan Horse of your impact innovation”

44. Thank you
marie@theccollective.com
Follow us
@theccollective1
https://www.linkedin.com/company/the-c-collective

45. PSYCHOLOGY OF CLIMATE CHANGE
• https://www.triplepundit.com/2015/09/psychologica
l-barriers-sustainable-living/
• Book:
https://www.chelseagreen.com/product/what-we-
think-about-when-we-try-not-to-think-about-global-
warming/
• This is service design doing /doing (book)
• UX trainings: General assembly
• https://www.nngroup.com/articles/service-design-
101/
• The Power of Habit: Why We Do What We Do, and
How to Change
• Persona examples: https://venngage.com/blog/user-
persona-examples/
BEHAVIOURAL PSYCHOLOGY - CX –
UX – SERVICE DESIGN THINKING
FURTHER READING