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004

Organic Basics

Usability research on sustainability communication

Type
research project, Aalborg University Copenhagen
Role
research plan, testing and interviews, analysis, designed solution
Methods
usability testing, in-depth interviews, competitor analysis
Year
2025
The brand builds its position on sustainability and publishes a lot of data about it. The question was whether anyone can actually get to that data and make any sense of it.
The brand builds its position on sustainability and publishes a lot of data about it. The question was whether anyone can actually get to that data and make any sense of it.
The task “find information on sustainability”: 100% completion, but a 25% drop-off along the way and 3 min 16 s on average. The task “find the water usage”: 0% completion — nobody got there.
The task “find information on sustainability”: 100% completion, but a 25% drop-off along the way and 3 min 16 s on average. The task “find the water usage”: 0% completion — nobody got there.
The prototype: the carbon footprint broken down into the stages of the supply chain, with one number and one sentence for each. The data had been on the site all along — the problem was where and how it was shown.
The prototype: the carbon footprint broken down into the stages of the supply chain, with one number and one sentence for each. The data had been on the site all along — the problem was where and how it was shown.
The data next to the product, not in a separate tab. People found the carbon footprint and could not tell whether it was a lot.
The data next to the product, not in a separate tab. People found the carbon footprint and could not tell whether it was a lot.
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