CNC is a company that wants to make personal climate action accessible to everyone. Their main business model is their paid membership, which allows a customer to offset their carbon footprint, as well as receive discounts from other sustainable brands and products.
Millions want to take climate action, they just don’t know where to start.
How might we define a user’s impact on the climate and reduce it? Having a membership and being aware of the problem, while knowing how to reduce it, will join in the battle against climate change.
There needs to be a way to measure a user's carbon footprint and give the user an expectation on what the membership is, how it works, and what it provides for them and the earth (rewards & savings) , while being as transparent as possible.
• Letting users know how long the calculator / checkout process is will lead to less dropoff
• Giving users enough information about the membership (user problem) vs making the checkout as fast as possible (business problem) will be a tricky balancing act, especially depending on the user personas
• Having a visual of what the average carbon footprint is will help users understand the carbon footprint number more easily so they have a baseline of what is good/bad
• Providing a good, detailed, breakdown of the membership numbers within choosing a membership plan and checking out is essential to transparency and trust in the product
First, an 8 step calculator was created to measure the user's footprint, with an entry page of expectation indicators, such as a "time to complete", "step by step" component, and carousel of screenshots showing how easy the flow is.
Second, the user could see their footprint score and see what the membership is, what rewards and discounts it gave with sustainable brands, and choose whether they wanted to 50% or 100% offset their footprint.
Lastly, a user could checkout easily with a very detailed and legible breakdown of what their money goes towards.
After a couple months, we even created a Climate Journey (inspired by Spotify wrapped) for users to see the impact of their membership and how many reduced tonnes of CO2 or rewards they've accumulated.
The whole flow of the calculator, choosing plan, and checkout process took a couple of variations, user and A/B testing to get right, but we were happy with the result.
Moving forward, we're trying to please more user personas with different entry points, such as employees whose company pays for the membership and enter through a slack/email link, or people who want to offset and pay 200% for their membership, or continually recalculating and monitoring their footprint to see how it gets reduced.
