Case Study - Slavefreetrade

1. Reward people for little actions they can take in addition to showing long term individual impact.
2. Make it worth while for people to keep engaging with the app.
3. Find ways for people to spread the word as easily and seamlessly as possible.
4. Don’t educate for the sake of education, educate for the sake of action, and then make it easy for people to transition from awareness to action
5. Crowd-sourcing data from users can be a great way to get a lot of data but doesn’t solve the problem of 100% reliable data about company practices in modern slavery. There must be other means.

1. Ethical consumption is a social process where people influence and are influenced by others close to them, but only some people are willing to go the next step and become involved on social media networks depending on their personal level of interest.
2. People have self-centered needs when it comes to ethical consumption, they want to feel accomplished, they want to feel like what they do matters to them and to other people, they want to feel recognized for their hard work
3. Most people want to join a campaign, and the best predictor of whether they would join another campaign is if they have joined one previously
4. Ethical consumers put in extra time and effort in researching products and want to keep up with specific issues. 
5. Ethical consumers need a trustworthy, credible, and reliable source of information when researching purchasing decisions.

1. Non-ethical consumers said they didn’t purchase ethically produced goods because they don’t think about it and they don’t know what to look for
2. Ethical consumers joined more campaigns than less-ethical consumers in the last 3 years
3. Ethical consumers joined campaigns for modern slavery, while less-ethical consumers didn’t
4. Non-ethical consumers don’t think their purchases make an impact to enrivonmentalism or to modern slavery
5. Both ethical and less-ethical consumers seem willing to join campaigns to stop people being treated unethically when creating products

1. Top 5 factors when making a purchasing decision according to participants in the study were quality, price, reviews, ethical production, and whether the company who made the product supports social causes.  
2. More participants in this study prioritized convenience, price, and quality than they did making sure that a product is produced ethically
3. Ethical standards factors were medium priorities to participants in this study (changing lifestyles, Fair Trade, supporting companies who support social causes, and making sure the product was produced ethically)
4. Participants in the study didn’t prioritize loyalty to a brand

Based on analysis of our research and prioritization matrix, the team decided on the following: 

1. We learned in research about how pride and self-accomplishment affect peoples' motivations to consume ethically, and saw that people who consumed ethically a lot also shared about it with their friends and family. We recommended easy ways to share and track progress as well as leaderboards and social conventions
2. We recommended a crowd-sourced approach to the application because it helps drive adoption and reduces the need for someone at Slavefreetrade to administer information.
3. We learned in research that a lot of shopping happens online today, even the research going into consuming ethically. The app must consider online shopping experiences in addition to physical shopping to increase the user base and reduce the barriers to entry.  The app should allow people to flag things they see online and start a campaign instead of only being able to be physically in the store.
4. We ideated on many elements of gamification to motivate users to act on modern slavery issues by joining campaigns and provided several recommendations after sketching ideas.

The team sketched ideas using Crazy 8's method and then the product team voted on best ideas to decide how to move ahead with prototypes.

The design team created prototypes under the direction of the product team's requirements encompassing all flows.

1. Participants were able to successfully complete the tasks without our help.
2. Participants longed for more context and guidance in the app.
3. Participants were overwhelmed by the campaign creation flow. 
4. Participants wanted to clearly see the impact that their usage had on modern slavery campaigns (this was not clear enough in the app).