SUSTAIN APP - NSW EPA
BUSINESS INVESTIGATION / CONCEPT DESIGN
The NSW Environmental Protection Agency has a great reputation in working with businesses to provide environmental regulations, without the need to enforce authority.
But a recent report by independent consultants IPSOS revealed that interaction with the community, a key stakeholder, "is lacking within the organisation." They believe that opportunities lie within technology to improve stakeholder relations.
Sustain aims to improve this relationship by providing resources on sustainability, informing the public of the role and responsibilities of the NSW EPA and adhering to the organisations ethos (being bipartisan and encouraging cooperation instead of heavy regulation).
DURATION
2 Weeks
MY ROLE
I was responsible for business investigation, strategising a research plan and participating in all research practices, creating main deliverables (persona's, competitive analysis and prototyping) as well as delivering a presentation of findings and the design proposal.
NSW EPA IS FAILING TO ENGAGE WITH THE COMMUNITY
EPA'S INTERACTION
Community
23% Dissatisfied (largest of all stakeholder groups)
SATISFIED WITH ENVIRONMENTAL PROTECTION
Community
38% Satisfied (Significant drop since 2013)
60% Satisfied
In May, 2017, IPSOS discovered that satisfaction was low with Community stakeholders in regards to level of Interaction and Environmental Protection. In particular, Community stakeholders expressed a decrease in level of satisfaction with environmental protection and an increase in dissatisfaction with interaction.
RECOMMENDATION TO UTILISE SOCIAL MEDIA
IPSOS acknowledged an opportunity for the organisation to utilise social media to strengthen this relationship. The NSW EPA have undertook this recommendation, but have not undergone any marketing campaign or management to increase their following or boosting their profiles.
With a population of just over 7.5 million stakeholders, the NSW EPA is interacting with 0.0008% of their stakeholders, if everyone is following on a single platform.
4.5K
Followers
Most active platform with regular posts (several per week)
1.4K
Followers
Less active than twitter with at least a post per week (usually same posts as in twitter feed)
276
Followers
0 posts
For creating brand awareness and informing the general public of NSW EPA's practices, social media profiles can be managed to achieve this (with equal attention to ALL profiles created). But for information purposes, it becomes apparent that these platforms are insufficient in delivering what users need in a comprehensive and efficient manner.
MEET THE USERS
INTERVIEWS / TESTING
6 Sydney Siders
Greater Sydney Residence (23-61) with an incline to be more sustainable
INTERVIEWS / TESTING
3 Sydney Experts
Individuals (24-32) with advanced knowledge of Sustainable behaviours and practices
SURVEY
48 Residences of NSW
Individuals (18-58) with an interest in the NSW environment
SOCIALS DON'T DELIVER
THE TASK
Using your mobile device, find a social media post about 'correctly disposing household batteries'
The post MUST have affiliation with the NSW EPA
Tell me what you've learned from the post and how to dispose batteries responsibly
With other councils' and environmentalist posts, it was difficult using search function to find EPA post. Average time for 5 users was 3min 23sec, with 1 user assisted.
Most links forwarded to other social media posts that were not relevant to the task, providing 'very generic info'.
3 users selected the 'drop off location' link. Users were frustrated with the lack of info for government waste and recycling centers on EPA's site
Details of what kind of waste allowed needed further investigation on either the centers website or by call.
Corporations that supplied recycle bins were not listed...like ALDI next door!
HOW WE DIGEST INFORMATION
When asked 'What are the main sources that contribute to your knowledge of environmental impact and sustainable behaviours', survey results revealed that Interaction with Nature, Social Media and Social Conversation were primary avenues to attain knowledge, with Scientific Documentation and the Government closely followed.
66.7%
Interaction With Nature
18.8%
Forums
43.8%
Scientific Documentation
52.2%
Social Conversation
20.8%
Blogs
43.8%
Government
56.3%
Social Media
35.4%
TV
Interviews and surveys revealed that different generations search, absorb and trust content in different ways. Younger generations tend to research information delivered by an unreliable or skeptical source (primarily with scientific documentation or articles written by a reliable source). Later generations tend to reserve their skepticism, becoming increasingly confused with contradicting information. They tend not to be aware of efficient investigative methods when researching, attributing to a lack of knowledge in their decision process.
I'm sure there's companies that I support that I don't understand their practices, and I couldn't possibly be informed about everything that I do and live my life without going nuts."
- Sydney Resident (37)
EPA NEEDS TO DELIVER CONCISE MESSAGES
With innovation and ongoing research into sustainable practices and environmental impact, it's a daunting task to provide clarity on ALL sustainable practices. But for those that are funded and managed by the EPA, their should be a concise message articulated to the Community.
Currently, the NSW EPA maintains partnerships with local government bodies who construct and lead campaigns into community sustainable practices. Problem is, each government body has a different response to certain practices that may contradict each other.
Bellow is the response of two council bodies 8kms of each other to disposing cardboard pizza boxes. Cardboard (or paper packaging) stained by oil, grease or food waste can not be recycled.
DISPOSING PIZZA BOXES
City of Sydney Council Website
VS
Randwick City Council Website
...& IT SHOWS WITH COMMUNITY CONFIDENCE
WHAT HAPPENS TO YOUR WASTE
Survey participants had a scale from 1- (No Idea) to 5- (Certain). 85% selected 3 and bellow in knowledge as to what happens to their waste.
Interviews showed that their was direction given, but often contradicting and confusing. Apart from the 'Experts', community members were unaware of how their efforts contributed to an initiative. A lack of information on the procedures involved was evident. In regards to waste management, Sydney Residents expresses 'I put it out the front and the next day it disappears'.
23% (2)
To A Degree
33% (1)
No Idea
29% (3)
Half/Half
CONTENT NEEDS TO BE CLEAR & EASY TO DIGEST
NSW EPA needs to have an authoritarian and respected voice among other governing bodies on programs they fund/support or are responsible for. Other governing bodies can provide contradicting and/or confusing information to the Community. NSW EPA need to show progress to the Community on these programs to be more transparent with their success. They can share new methods/innovations and provide more knowledge on what's involved for the Community and what their efforts will achieve.
CAPITALISE ON EXPERTS
CLEAR GUIDANCE
ACHIEVEMENTS
Providing concise instruction on initiatives and programs
Showing progress and achievements from community participation
Utilise 'Experts' with complex or controversial areas
SOCIALS FOR AWARENESS & DATA COLLECTION
UTILISING SOCIALS FOR A GREATER IMPACT
JOULEBUG utilised social media interaction to allow social groups to acknowledge users progress and achievements.
Users have the ability to create a social awareness of their efforts to encourage greater change.
USING BANKS TO ELIMINATE MANUAL INPUT
JORO base their carbon footprint estimate on financial behaviours. This avoids the task of manual input, but also requires users to be comfortable with sharing personal banking data.
MEASURING OUR IMPACT AS A COLLECTIVE
Interviews revealed the importance of political, industrial and social reform needed to preserve NSW's environment. Community members felt overwhelmed by the challenges to both economics and lifestyles to make a significant impact.
"Honestly, how much difference can I make? It's up to government and things like the Paris Agreement to change the way we impact our environment."
- Sydney Resident
SO WHO'S MOST ACCOUNTABLE?
25%
Consumerism
31% Government
29%
Corporations
3
Survey results reiterated this attitude when asked to hold the MOST accountable for environmental impact, with only /48 holding themselves accountable.
With all competitors having some form of personal measurement, holding one accountable for their impact and decision making, I wanted to explore the possibility of this platform having something similar and the value it has to the Community.
CARBON CALCULATORS NEED A TON OF DATA!
There was an attitudinal positive response to measuring your personal impact, allowing one to focus on changing behaviours in specific areas. However, not one had used an accurate scientific method. Instead, some used very generic indicators to examine their impact, including short survey questionnaires and tables indicating impact as a collective.
"It depends how accurate it (carbon footprint) is. If it's a generic estimate based off what others are doing, it's not really going to motivate me... I'll just use that as an excuse."
- Sydney Resident
HAVE YOU MEASURED YOUR IMPACT?
4 /48 have measured their impact using some indicator
'Experts' reveled the laborious task of inputting complex data to receive a numerical indication. Of those, only 1 used a scientific carbon footprint calculator, expressing 'I don't think I'll do it again any time soon', despite believing she has significantly improved on her sustainable behaviours.
Another 'Expert' used JORO, but expressed concerns of data collection with their sensitive financials, adding that for a more accurate estimate, more sensitive access was needed.
TESTING DATA COLLECTION & IT'S VALUE
I created a mock questionnaire prototype to evaluate what data users were willing to input and to what lengths they would go in finding it. Incentives that impacted finances and new technologies were kindly looked upon, but overall, users were reluctant to give specific personal data to a government organisation.....especially anything financial!
5 users commented on the progress bar, dauntingly acknowledging the task at hand. After realising the calculation needed and locating personal accounts, 4 users said that they would probably 'give up'.
When incentivising auto data entry with access to banking and accounts, ALL 6 users were reluctant to give permission to a government organisation. Access to location was allowed by 2 users, who liked the convenience of information on services near them.
ALL 6 users commented on the GIF's adding that they bring a sense of fun to a serious problem.
MEET HEATHER
THE TIME POOR ENVIRONMENTAL ENTHUSIAST
'Most days I bring my coffee cup, but today I forgot.'
Heather Graham - 36
HR Consultant
Engaged
Sydney, NSW
'One day we'll have kids. And we want them to enjoy this beautiful country.'
INTERESTS
PRIMARY SOURCES OF INFORMATION
Interactions with Nature, Social Media & Social Conversation
Hard to find time to invest in researching how to be more sustainable.
Often presented with contradicting information, finding it hard to trust sources.
Convenience often takes precedence with hectic life schedule.
Can't see what part she plays in making a difference and if it's working.
TESTING CONTENT & EFFICIENCY
2 users were concerned with the 'vagueness' of the categories. Understanding this form would assist in populating a home page, they didn't want to be bombarded by content irrelevant to them, 'I'm interested in water pollution, but is it going to show stuff all across NSW?...I just want to know about my area'.
An onboarding process aimed to cater content relevant to users' lifestyles and areas of interest. This was met well with ALL 6 users, acknowledging a easier onboarding than mass data input or sharing financials/accounts.
The lack of categories frustrated users' as they couldn't navigate to the content they wanted. 'It's cool if I want to burn time, but if I need information, I think Google would be easier'. Incorporating categories here can assist with navigation and with organising content.
Tiles on the homepage provided context for the user, but trust in that content was vague. Users acknowledge a vote count on the tile, but wanted more context on who published it and what accreditation it has.
All 6 users understood the voting system and what it entails, but wanted more options than just yes or no.
Filtering by content type had a mixed response. Some users appreciated that they had the option, but others revealed that content type may be unsuitable for some issues. 'Vloggers just want likes and subscriptions. I doubt they're gonna produce researched content'. Community engagement needs an alternative motive to social media applications with more accountability and incentive on delivering quality, not quantity.
Users were confused with have your say. 4 users appreciated the direct communication with the EPA, but mentioned it had no context. Adding this feature to particular content may improve it's value.
Users appreciated the convenience of being able to report an incident on their mobile device. 2 users were confused whether it was reporting other users or environmental incidents. 3 users were unsure of the process of reporting, mainly collecting the right evidence. Tutorial during onboarding can help here.
THE PRO'S & CON'S OF WORKING ON A CONCEPT PROJECT
EXPERIMENTING IS A WHOLE-LOTTA-FUN
On someone's dime, you don't have the opportunity to experiment with different means of conducting research or pushing boundaries in design. I had the pleasure of doing so here, and even though not every little experiment merited value to the project, it increased my knowledge of applying different techniques and solutions.
I had the pleasure of experimenting with gamification (not included in case study) here by reinvigorating the Tamagotchi. Instead of pets or exotic monsters, I adopted extinct and protected Australian species that grow as your profile strengthens. I learnt the importance of delight, especially with such an overwhelming topic matter, but that functionality remains key to the success of a design.
WITHOUT CLIENTS IT'S HARD TO GUAGE A RESPONSE
Not for lack of trying, it proved extremely difficult to evaluate client approval with my design process. IPSOS's report was really valuable in that I knew what the NSW EPA was aware of, but their commitment to improve Community engagement was unknown. Furthermore, the findings and design are quite liberal for a conservative, bipartisan government organisation. A thorough understanding of the organisations business model, especially with other NSW and federal government bodies, is lacking. This information could significantly impact the merit of this design.
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