Awaken your shelf consciousness! An AR app that helps users make environmentally conscious purchases by calculating an environmental impact of items in your shopping basket.
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.
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
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
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