Malmö city x Buttcoins
April 2023 - June 2023
Executive Summary
My role & the team
Deliverables
Problem statement
Media impact
Our solution managed to catch the medias attention. Sweden largest news channel covered the app, among many others.
https://www.svt.se/nyheter/lokalt/skane/fimpa-ciggen-tjana-buttcoins-det-ar-malmo-stads-nya-satsning'
It was also nominated to third best campaign idea in the media/communication magazine Resume.
https://www.resume.se/alla-nyheter/manadens-ide/kanelbullekampanjen-geniforklaras-av-enig-jury-att-betrakta-som-en-ren-oas/
The solution
Here’s a sneak peek at the solution I designed. But don’t forget to look at the process on how I ended up here further down.
https://bbdonordics.com/the-work/malmo-stad/malmo-stad-cigarette-buttcoin.html
During my time at BBDO we created a web application called ‘Buttcoin’ with Malmö Stad. This app aims to encourage citizens to contribute to a cleaner environment by collecting cigarette butts and converting them into virtual currency called "Buttcoins” (which then can be converted into real rewards). Through gamification and sustainable incentives, we aim to reduce litter and raise awareness about the impact of cigarette waste on the city's well-being.
Visual/UI Design
UX Design
Rapid prototyping
Collaborating with & informing developers
The team consisted of an Art Director, copy writer, project manager aswell as several developers
Wireframes
High-Fidelity Figma designs explaining decisions for developers
Animated prototype
Cigarette butt litter poses a significant environmental problem due to its non-biodegradable nature, leading to long-lasting pollution. The city of Malmö, for instance, spends up to 80 million SEK each year to clear its streets of these discarded cigarette butts.
The design process
Our dynamic team of copywriters, art directors, stakeholders and developers collaborated in order to succeed. My part of the process involved rapid prototyping, wireframing, sitemapping, design structure, research, collaborating with developers aswell as strategic choices in color and typography.
Project Goals
In order to clarify the purpose of the project we defined the project goals with Malmö Stad.
I find that project goals provide a clear and concise statement of what the project aims to achieve. They help all stakeholders, including the design team, clients, and developers, understand the primary focus and desired outcomes of the project.
Research
In order to better understand the landscape for smokers and their behaviors it was crucial to conduct secondary research.
Key takeaways
Educating smokers about the hazards of littering cigarette butts is important for promoting environmental responsibility and reducing the negative impact of smoking-related waste on ecosystems.
Offer incentives for responsible disposal. For example, you could partner with local businesses to provide discounts or rewards to smokers who properly dispose of their cigarette butts.
How Might We engage smokers to discard cigarettes correctly?
Feature ideation
To streamline the design process, I established themes, making it easier to create new screens and features.
Key features based on design themes
Gamified elements such as scoreboard, badges, nicknames, challenges, competition & rewards
Make the users progress shareable within their social network
Educational tooltips to highlight the environmental consequences of littering
Sitemap
I created a sitemap which allowed me to visualize the flow of content and interactions, ensuring a cohesive user experience. The sitemap became a collaborative tool, fostering effective communication among team members, stakeholders, and clients. It served as a visual reference point that facilitated discussions and ensured alignment on the project's structure and goals.
Colors
The choice of royal blue brings a strong sense of trust, stability, and professionalism to the app. Attributes that are critical in the world of cryptocurrencies where users want assurance that their assets are safeguarded.
Neon green is often associated with technology, innovation, and the future. Cryptocurrencies is the sum of those three adjectives.
White, as a neutral and clean color, serves as a backdrop that enhances the visibility of content and interactions within the app.
Prototype
Key Features
Mine buttcoin
We designed the app with heavy focus on streamlining the main feature which is the ‘mine buttcoin’ feature. In addition I added gamified elements to it by visually engaging the user with delightful designs.
Furthermore the conversion process is automated and helps the user convert the butts into valuable Buttcoins, which is then presented for the user along with their own personal ‘staticiggs’.
My wallet
My wallet is all about personalizing and gamifying the user experience. My wallet provides you with up-to-the-minute feedback on your progress, allowing you to track your earnings as you continue to make a positive impact on the environment.
We also added a scoreboard which creates a sense of competition among users. When individuals can see their own performance in comparison to others, it motivates them to improve and strive for higher rankings.
Furthermore we felt that it was super important to have a ‘Share & brag’ button - to increase viral growth aswell as social interactions.
The result
In the end I’m very satisfied with the apps result! 🎉✨The app had major success in activity aswell as media and business impact.
Conclusion
Looking back on the project journey, its’s clear that the opportunity to make a real difference by reducing litter and pollution showcases the importance of innovation as well as thoughtful design.
It was incredibly rewarding to design something that has environmental impact. Also I learned the value of intertwining gamification with education (it’s also super fun to design apps which incorporates these themes). I would have loved to be able to perform more user tests on the app which I wasn’t able to do quite to the extent I would like due to time constraints.