roots.

Helping people grow sustainable habits, one small action at a time.

To fully immerse yourself in the visual experience, I recommend opening the case study on your desktop. Enjoy the journey!

MY ROLE

Researcher and UI/UX Designer

MY TEAM

Me, myself and I

TIMELINE

4 days (personal project)

HOW IT STARTED

Sometime last year, I kept thinking about how hard it actually is to live sustainably. Not because people don’t care. Most do. But the problem is…..life. Work, routines, habits, takeout food that shows up wrapped in three layers of plastic even when you do ask for no cutlery.

Sometime last year, I kept thinking about how hard it actually is to live sustainably.

Not because people don’t care. Most do. But the problem is…..life. Work, routines, habits, takeout food that shows up wrapped in three layers of plastic even when you do ask for no cutlery.

I saw people trying. Carrying bottles. Taking buses. Saying no to fast fashion. But they’d hit a wall, again and again. Not for lack of effort, but because sustainable living still feels like something you have to fight for. It doesn’t fit easily into the way most of us live. So the problem statement became:

How might we make sustainable living easier to maintain in the flow of everyday life, so it becomes a lasting behaviour, not a short-term effort?

WHO I SPOKE TO

I spoke to 12 people who had some interest in being more sustainable; or at least wanted to try. The conversations were raw, honest, and a little frustrating (in a good way).

“Every time I see restaurants use plastic for their packaging, I’m like, what’s the point of me even bringing about those changes”

“ I want to bring about some changes, but I don’t know how to”

“I change some of my habits to follow a sustainable lifestyle, but I’m not able to see the benefits.”

“Looking at others follow sustainable practices inspires me to follow them.”

“I’d like to see how my actions bring about changes in the real world”

SOME KEY BEHAVIORAL BARRIERS

It's hard to stay motivated.

When it comes to sustainability, people often lose motivation because the impact of their actions isn’t visible right away. It’s tough to keep going when the results feel far off and collective, not personal or immediate.

There’s too much info out there.

There’s a flood of information on the internet about what’s sustainable and what’s not. But instead of it being helpful, it often creates confusion about what to do, or who to believe, leaving people frustrated.

Some things are just out of control.

Even if someone wants to live more sustainably, they run into things they can’t change, like food only being available in plastic packaging. That makes people feel really stuck or discouraged in their journey.

Starting is the hardest part.

Old habits are hard to break, especially when the benefits of changing them aren’t immediately seen. That makes it quite tough for people to take those first steps toward a more sustainable lifestyle.

They just don’t have the time.

Most people are busy. Adding new habits, especially ones that require some research or planning, can feel like too much on top of everything else. It disrupts their already established routines and preferences.

Its too much of a hassle.

Sustainable choices often mean breaking routines, like carrying your own containers or switching to new products. For many, that feels inconvenient or just not worth the effort.

SOME KEY BEHAVIORAL MOTIVATORS

Community helps.

Being part of a group with shared goals makes it easier to stay motivated. There’s a shared sense of purpose, and knowing others are doing it too makes your own efforts feel way more meaningful.

Seeing the impact matters.

Whether it’s tracking how much waste they’ve reduced or how their choices affect the environment, having that kind of feedback helps them feel like their actions count. It gives people a sense of progress that keeps them going.

Making it real.

When users understand the impact of their choices, like how much water they save, sustainability becomes less abstract. It turns into something they can see and feel, which pushes them to keep going.

MARKET GAP: WHY CURRENT APPS FALL SHORT

JouleBug: While well-meaning, some reviews said that the tone is overly moralistic or “preachy” in how it nudged behavior.

Olio: Amazing for food sharing, but its multiple functions (food rescue, neighbor swaps, volunteering, etc.) overwhelmed new users.

EarthHero: Some users appreciated the clean design, but other reviews said the feedback lacked depth - the badges & tips feel generic.

MY DESIGN APPROACH

I anchored my approach in three key questions:

What will get users to start?

What will keep them coming back?

What will make them feel like their actions matter?

I explored various engagement patterns for sustainable habit formation, testing different psychological motivators and interaction models with multiple users before creating high fidelity models.

FOUR DESIGN CONCEPTS EXPLORED

Concept 01: Points System (Reward-Based) - Traditional gamification approach with points, levels, and rewards

Why did this concept fail?

❌ Transactional mindset: Reduced environmental actions to point accumulation

❌ External motivation: Users lost interest when rewards weren't appealing

❌ Comparing impact: Made sustainable actions feel like work rather than personal growth

❌ Reward dependency: Users stopped acting when points weren't offered

Concept 01: Points System (Reward-Based) - Traditional gamification approach with points, levels, and rewards

Concept 01: Points System (Reward-Based) - Traditional gamification approach with points, levels, and rewards

Why did this concept fail?

❌ Transactional mindset: Reduced environmental actions to point accumulation

❌ External motivation: Users lost interest when rewards weren't appealing

❌ Comparing impact: Made sustainable actions feel like work rather than personal growth

❌ Reward dependency: Users stopped acting when points weren't offered

Concept 01: Points System (Reward-Based) - Traditional gamification approach with points, levels, and rewards

Concept 02: Progress Dashboard - Data-driven approach focusing on metrics and impact tracking

Why did this concept fail?

❌ Analysis paralysis: Too much data overwhelmed users instead of motivating them

❌ Abstract metrics: Numbers felt disconnected from real-world environmental impact

❌ Cognitive load: Required too much mental effort to understand progress

❌ Lack of emotional connection: Charts and graphs didn't create personal attachment

Concept 02: Progress Dashboard - Data-driven approach focusing on metrics and impact tracking

Concept 02: Progress Dashboard - Data-driven approach focusing on metrics and impact tracking

Why did this concept fail?

❌ Analysis paralysis: Too much data overwhelmed users instead of motivating them

❌ Abstract metrics: Numbers felt disconnected from real-world environmental impact

❌ Cognitive load: Required too much mental effort to understand progress

❌ Lack of emotional connection: Charts and graphs didn't create personal attachment

Concept 02: Progress Dashboard - Data-driven approach focusing on metrics and impact tracking

Concept 03: Social Leaderboard - Competition-based approach with rankings and social comparison

Why did this concept fail?

❌ Demotivating for beginners: New users felt discouraged seeing established users' high scores

❌ Unhealthy competition: Created pressure and anxiety rather than positive motivation

❌ Social comparison stress: Users became obsessed with rankings instead of personal growth

❌ Exclusion of introverts: Not everyone thrives in competitive social environments

Concept 03: Social Leaderboard - Competition-based approach with rankings and social comparison

Concept 03: Social Leaderboard - Competition-based approach with rankings and social comparison

Why did this concept fail?

❌ Demotivating for beginners: New users felt discouraged seeing established users' high scores

❌ Unhealthy competition: Created pressure and anxiety rather than positive motivation

❌ Social comparison stress: Users became obsessed with rankings instead of personal growth

❌ Exclusion of introverts: Not everyone thrives in competitive social environments

Concept 03: Social Leaderboard - Competition-based approach with rankings and social comparison

Concept 04: Metaphorical - Metaphorical, personal, and emotional approach using tree growth to represent sustainable actions

Why did this concept succeed?

✅ Emotional connection: Users developed genuine care for their personal tree

✅ Immediate gratification: Every action produced visible, delightful growth

✅ Personal agency: Users felt empowered as caregivers rather than judged as performers

Concept 04: Metaphorical - Personal, metaphorical and emotional approach using tree growth to represent sustainable actions

DESIGN EVOLUTION AND LEARNING PROCESS

Through user testing and iteration, I discovered that sustainable behavior change requires emotional connection rather than external validation or overwhelming data. The tree metaphor succeeded because it transformed abstract environmental impact into tangible, personal growth.

Based on these learnings, the final app focuses entirely on the tree metaphor while incorporating the most effective elements from the rejected concepts:

From Points System: Simple action completion tracking (but no external rewards)
From Analytics: Long-term impact visualization (but simplified and tree-integrated)

INTRODUCING….

Roots: A sustainability lifestyle app that lets users adopt and grow a virtual tree, where every real-world action helps it thrive. It’s a gentle, visual way to see your progress, reminding you that real change doesn’t happen overnight, but grows slowly, just like a tree.

You skip plastic → your tree grows a new leaf.

You walk to work → its roots grow deeper.

Small actions add up.......and your tree shows it.

Why a tree?

Because trees take time. They don’t shout or rush. They just grow, slowly, quietly, one day at a time. And honestly, that felt a lot like how real habits form. You don’t see big changes right away, but over time, it adds up. That analogy really stuck with me.

I wanted the app to feel the same. Something simple and steady, where every sustainable action you take helps your virtual tree grow. A new leaf, a branch, maybe even fruit. And if you slip up? The tree shows that too. It might wilt a little or lose a leaf.

Watching it grow makes the journey feel more tangible. You start to care about it. You feel connected. And that little sense of responsibility? It goes a long way in helping people stick with the habit.

Why a tree?

Why a tree?

HOME SCREEN

To make progress visible:

Shows users’ real-time data so they always know where they stand.

To keep users grounded in progress:

The vertical slider shows their current impact. Green means good. Red means it’s time to take action.

To make impact feel real:

Grows a virtual tree that reflects users’ sustainable actions in the real world.

To create a sense of community:

Lets users connect, share tips, and discover local sustainable options.

To give users a go-to resource:

Curates blogs, videos, and trusted creators - a simple, reliable hub for sustainability content.

To nudge users into action:

Adds a small prompt to the challenge button to make it feel worth doing.

To build consistency:

Tracks success streaks to keep users motivated day after day.

To give timely nudges:

The “Tip of the Day” offers easy ideas to support users’ plant and their goals.

To make progress visible:

Shows users’ real-time data so they always know where they stand.

To keep users grounded in progress:

The vertical slider shows their current impact. Green means good. Red means it’s time to take action.

To make impact feel real:

Grows a virtual tree that reflects users’ sustainable actions in the real world.

To create a sense of community:

Lets users connect, share tips, and discover local sustainable options.

To give users a go-to resource:

Curates blogs, videos, and trusted creators - a simple, reliable hub for sustainability content.

To nudge users into action:

Adds a small prompt to the challenge button to make it feel worth doing.

To build consistency:

Tracks success streaks to keep users motivated day after day.

To give timely nudges:

The “Tip of the Day” offers easy ideas to support users’ plant and their goals.

TRACKER SECTION

To encourage course correction:

A warning shows up when users over-consume, suggesting challenges to help.

To nudge action when it’s needed:

The vertical slider shows their current impact. Green means good. Red means it’s time to take action.

To help users reflect on daily actions:

Users can log water, energy, travel, food, and purchases to understand their lifestyle patterns.

To motivate with timely goals:

Weekly and daily challenges help users stay on track and experiment with small changes.

To encourage course correction:

A warning shows up when users over-consume, suggesting challenges to help.

To nudge action when it’s needed:

The vertical slider shows their current impact. Green means good. Red means it’s time to take action.

To help users reflect on daily actions:

Users can log water, energy, travel, food, and purchases to understand their lifestyle patterns.

To motivate with timely goals:

Weekly and daily challenges help users stay on track and experiment with small changes.

NEXT STEPS

📈

User Testing Priorities

Test emotional response to tree growth metaphor with diverse users

Validate action-to-tree-growth mapping clarity
A/B test onboarding flow variations

⚙️

Technical Development

Animated tree growth micro-interactions

Machine learning for personalized action suggestions
Community features for social motivation

👩‍💼

Business Goals

Partner with environmental organizations
Create real-world tree planting incentives
Build sustainable monetization model

WHAT I'D BRING TO YOUR TEAM:

I’m someone who listens deeply, then designs. I don’t assume users need more features, I try to figure out what makes them stay.

If you're solving a behavior problem, especially something that asks for consistent action over time, I’ll bring:

Real empathy
Calm, clear thinking
And a strong understanding of why people quit, and how to gently bring them back

Other Projects.

Nest

Healthcare UX Design | Emotional Design

Base

Hardware UX Design | Fintech