Overview
Ursa was born at MIT in early 2019. I worked closely with a team of engineers, data scientists, user researchers and creatives to design an AR powered shopping guide that provides a comprehensive eco-focused scoring system for supermarket items.
Project Timeline
Who's the User
- People who are environmentally responsible
- People who are health oriented
- People who are community focused
- People who have kids
In a typical supermarket, there are around 70,000 products. With so much choice it's difficult to make sustainable choices. Many gets swayed by billions of dollars in advertising and "green washing". As a result shoppers make bad decisions that will last far longer than ‘what’s for dinner’. Ursa puts shopping power back into users hands by providing an in-store guide to what’s in store for the planet. Ursa empowers “conscious consumption” that helps to advance more environmentally friendly and socially responsible products aligning peoples’ values with their market actions.
Studies show that shoppers are more likely to purcase products that are eco-friendly. Here is the key drivers. Data by Nielsen
User's Journey
Identified Problems
- Ambiguous labeling and greenwashing of products
- Users hands are preoccupied with a shopping baskets and chilren
- Users spending up to 2 hours comparing products
- Maintaining a balance between 2D graphics and 3D AR experience
- Representing large volume of data without taking away the experience
- Compiling a comprehensive holistic data on products
- Seamlessly tracking multiple product images
- Maintaining engagment beyond product scores
Success Metrics
Qualitative
- Users feel the flow is simple and easy to follow
- Users feel confident the information is relable and comprehensive
- Users feel that they contribute to the greater good
- Users feel they are part of a community
Quantative
- Decrease in time spent comparing products
- More products get scanned
Design Principals
We agreed on 4 design principals
Final Designs
Onboarding
Scanning and Data Viz
Ursa in Action
Team: Gentry Demchak, Dan Cole, Margot Lieblich, Tejas Shroff, Mischa Abakumova
Advising team: Casey Pugh (Vimeo), Lisa Tacoronte (IDEO), Brett Phares
Inkling
Heartfelt