A joint effort with strategic designer Mariam Jajja, Plans was a strategic and innovation project about the power of community. The project included the conceptualisation of a solution using the means of user-centered design. This app encourages the audience to get into sustainability through a hands-on approach.
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2020 was the brink of the Covid-19 pandemic and Germany's leading natural cosmetics brand was struggling to onboard the next generation of consumers. They faced a stumbling block, Gen-Z. a generation corporate offices at the time feared. Unlike previous generations, many had grown up with full access to the internet, making them already educated and aware, with a strong inclination toward bio-products that made them difficult to sway otherwise. The how-might-we question Santé presented to us was: "How might we empower this new Bio Generation?"
Who is Santé? The brand is an established German vegan skincare brand from the '80s, priding itself on using 100% vegan, cruelty-free and sustainable ingredients in its products.
The first step was gathering data through a range of research methods: desk research, user interviews, expert interviews, and market research.
The key insights from that research:
Systems can create a sense of community for people to act responsibly and feel empowered.
A space for dialogue between the customer and the brand can create sustainable value.
Integrating awareness of environmental impact into daily life in an accessible, approachable way.
Based on these insights, we developed a series of activation phases that also acted as consumer touchpoints, later refined into physical, working, and visual ideas.
Phase 1: The Medium: a digital portal and the user's first point of contact with the application. Users sign up here and receive notifications about nearby events.
Phase 2: Workshop: the physical touchpoint of the project. These are spaces where skill-sharing and collaboration happen, encouraging and empowering sustainable behaviour through peer-to-peer teaching and education.
Phase 3: Community: essential for creating a desirable future. This phase is cyclical, built on event reviews, knowledge transfer, and connecting like-minded individuals passionate about sustainability.
The idea comes together through a native/web app. A peer-to-peer community platform designed to bridge the gap between the brand and its consumers. Thus, building bond and loyalty and while empowering the community to drive sustainable environmental change through skill-sharing.
The app itself carries the same voice through onboarding, community spaces events and guiding people from "who do you want to be" all the way to booking a workshop nearby.
Plans also extended into print and event collateral: tickets for each workshop, posters, and a set of badges and merch for the community.
