Promoting sustainable consumption
Resource scarcity demands innovative solutions beyond simply creating more efficient products, as the "rebound effect" often negates these gains. We need to design products that not only minimize resource use but also actively promote lasting resource-conscious behaviors in users.
INDUSTRY
Climate
IMPACT
>90% reduction in water consumption
In a nutshell
Led a year-long research study on water consumption behaviors, informing the design of showerheads and faucets designed to achieve a >90% reduction in water use.
What we did
Unearthing Lead Users: We immersed ourselves in the resource-conscious lifestyle of the Old Order Mennonites, recognizing them as lead users with unique insights into sustainable practices.
Ethnographic Exploration: Through in-depth interviews and home tours, we uncovered the ingenious strategies employed by the Mennonites to meet their daily needs with minimal resource consumption.
Discretization as a Driver: We identified "discretization" – the use of resources in discrete units – as a key element in the Mennonites' conservation behaviors, fostering mindful consumption.
Experimental Validation: We designed a behavioral experiment to test the impact of discretization on water conservation, confirming its effectiveness in promoting resource-conscious actions.
Concept Generation: Inspired by our findings, we brainstormed and developed innovative product concepts that leverage discretization to encourage sustainable behaviors in mainstream users.
Iterative Refinement: Through user feedback and prototype testing, we iteratively refined our concepts, ensuring they seamlessly integrate into daily routines while effectively promoting resource conservation.
