Fiona O’Reilly, Creative Designer, Founder of On The Dot Design and a graduate of our Certificate in Design for Sustainability and Circular Economies (DfSCE), takes us on a deep dive into the transformative potential of sustainable and circular design in the retail industry. In this edition of our Design for Sustainability Case Study Series, she shares insights from the final project she completed as part of the course, showcasing how design can drive meaningful change.
Preparing designers for the future means addressing the climate crisis head-on and fostering a collective response within our community. The Design for Sustainability Case Study Series is a catalyst for this crucial conversation, introducing innovative ideas and practical strategies for sustainable, circular and regenerative design. Through the experiences and projects of our Certificate in Design for Sustainability and Circular Economies (DfSCE) alumni, we aim to inspire change and provide the resources designers need to integrate sustainability into their daily practices.
Fiona O’Reilly on Designing for Sustainability and Circular Design in the Retail industry using Wholegreen Zero-Waste Shop as A case study
Fiona O’Reilly introduces us to her sustainable and circular design project, completed as part of the Certificate in Design for Sustainability and Circular Economies (DfSCE) and documents exactly how she approached the challenge of driving change around Sustainable Consumption, so she can inspire others to do the same and help businesses transition to sustainable digital practices.
The main objective was to drive behavioural change around Sustainable Consumption with a targeted and informative awareness campaign. This was my first project with circularity as its core objective, as opposed to applying sustainability principles to some aspects of a project (e.g. a zero-waste approach to print or materials).
Starting point
‘I wanted to apply my newfound knowledge on circular and sustainable design principles in my design process’.
I believed that collaborating with a sustainable local brand such as the eco-store Wholegreen to encourage a behavioural change in consumer habits, would enable me to apply circular principles in my design process while aligning with my own personal motivation to create awareness around the benefits of using a Zero Waste Shop and support local suppliers and businesses. It was a real opportunity for the creation of an organic hub and place of reference to meet like-minded people, allowing natural exchanges of information on sustainability and social issues.
UX Design approach
I decided to take a Design-Led User Experience approach to the project. I felt understanding what existing and potential customers’ needs are would shine a light on opportunities to communicate and engage more effectively with a specific audience.
Research phase – identifying customers’ challenges and needs
During the project, I visited the shop and collaborated with the staff to gather data through observations, interviews and questionnaires. We gained insights into how to communicate more effectively with existing and new customers. We observed and recorded a number of challenges faced by customers as they begin to understand and learn new ways of shopping in refill stores.
Testing phase – educating the customer
Our main objective was to educate the market on how to use the zero-waste grocery aspect of the store – as the concept is still relatively new to some.
Information Accessibility
The tone of voice of the communications had to be non-preachy, informative and friendly. It needed to inform the customer through the various touchpoints of their shopping experience with the support of both physical and digital aids.
Exploring design for sustainability & material waste.
I created a number of Low Fi prototypes using sustainable and upcycled materials locally sourced where possible, to begin to test what would help provide awareness about the Shop and how to use it.
The look and feel of the design style aligned with the brand values of the overall business creating a consistent look and feel, internally, externally and virtually.
We used a minimal simple design style to make the information as accessible and legible as possible. This approach also allowed for asset optimisation, with the option to repurpose many of the graphic files for other media platforms from the Brand Toolkit, making the process of updating and editing the assets for social media and in-store communications easier for the staff.
Instructional Infographics
One of my first steps was to design an infographic poster visualising Wholegreen’s Circular Principles. I felt this was an important visual tool to educate and help customers understand more about the Circular Economy and the owner’s business in a practical way.
We also created an infographic instructional poster on how to use the Refill Shop. We wanted to be as inclusive as not all customers have the ability to access digital information.
Branded guides
We also created branded step-by-step guides to remove doubt/confusion about zero-waste living and consumption in order to increase sales. This contribution in terms of design required synergy between consistent branding, relevant information and practical visual representation.
QR codes
We worked together to create a QR code, giving the customers access to simplified information on how to use the shop.
Informative awareness Social media campaign
The QR code drove customers to the shop’s social media platforms, communicating the benefits of positive consumption by answering the most commonly asked questions from conscientious customers, gathered during the research phase.
Starter pack
To generate curiosity and interest in conscientious shoppers about Wholegreen and its Zero Waste Refill Shop offer, we created a Starter Pack to help new customers take the first step in zero waste shopping. It included reusable branded containers, a cotton sustainable bag, free samples, shop product list, with space to write a shopping list plan.
Product lists
The UX research unveiled the need for a product list in the absence of packaging on the products. Its creation was simple and its usability proved effective in conveying clear information to the customers, freeing staff’s time, plus it generated an editable Excel sheet for internal use too.
Instructional videos
To reach a wider/new audience, we repurposed the campaign’s graphics to create a motion graphics piece to engage and inform customers on how to use the shop and instigate curiosity. The video could be uploaded to several digital platforms, edited and resampled to create a variety of short animations.
Results
“I was proud to learn that customers actively engaged with the work that was produced and therefore a practical and efficient solution was created.”
Staff felt the existing Low Fi prototypes such as the Posters and QR codes, product lists and social media graphics supported them in their work and helped communicate what the shop offered as well as reduced the time spent on informing customers and assisting with queries.
You can get in touch with Fiona via Linkedin, Twitter, Facebook and Instagram or visit On the Dot‘s website. Want to delve deeper into obtaining a qualification in sustainable and circular design? You can read Fiona O’Reilly’s full interview on the Certificate for Sustainability and Circular Economies.
Find out more about the Certificate in Design for Sustainability and Circular Economies.
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