UX/r for good : Habits for a Better World
Using the power of research, design, and filmmaking to inspire behavior change for a better world.
I had the privilege of being part of an initiative led by Karel V. and Carly W. Together, we are a group of approximately 200 active volunteers, organized into teams to conduct in-depth research on critical topics such as climate change, human suffering, the consequences of generative AI, and their impacts on the environment.
As a member of Team 1E – Climate Change, our focus was on researching how adopting a plant-forward lifestyle can positively affect the environment. We successfully completed the research phase in early December. The next steps involve synthesizing insights from all teams and transitioning into the filmmaking phase to create content aimed at encouraging behavior change.
Team 1E researching on Climate Change
Role : Research volunteer
Duration : 4 months - Present
Background
Experienced research and design executive, Karel Vredenburg, and accomplished filmmaker and producer, Carly Williams, have combined their skills and expertise to take a research-based approach (using UX research methods) to meet people where they are and determine the reasons why change isn’t happening rapidly enough at both an individual and systems level, a design-based approach (using UX design methods) to ideate ways to address the inhibitors we discover, and then a film-based approach to get those ideas out in the world through a documentary and social media outreach (using compelling storytelling and filmmaking).
Team
Each of our team-mates came from a different part of the world (Africa, India, Spain, Turkey, UAE, USA) which helped us bring a truly global point-of-view to the table and not be biased by the west.
Our research led us to 5 hypothesis where we explored choice, influence, and barriers people experience when considering a plant-forward diet and an eco-lifestyle. We started by first conducting secondary research and then went on to a semi-structured interview as well as external survey.
Research methodology & survey demographics
Our Hypotheses
Our team used multiple UX research methodologies to gather and analyse over 4900 data points, which resulted in proving all 5 of our hypotheses.
Our research presented us with 2 Primary archetypes, and 2 Secondary archetypes:
Intender > Practitioner - with the secondary archetype being a person who has experienced a health event
Practitioner > Loyalist/Advocate - with the secondary archetype being someone who is adopting a portfolio approach to being eco-minded and plant-forward.
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We used the story-telling approach to creatively communicate our research insights to the wider audience at the Habits for a Better world conference on December 1st. Our team starts at the (1:33:37 time stamp) where I was scheduled to be a presenter but couldn't attend due to an unfortunate personal emergency.
Story-telling
Meet Alex, an "Intender” on their way to becoming a “Practitioner." Their journey began after a wake-up call. A routine check-up revealed dangerously high cholesterol.
Suddenly, Alex was confronted with a choice: change diet or risk their health.
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The journey isn’t easy—there’s social stigma at BBQs and the challenge of unfamiliar recipes. But Alex finds empowerment in learning, experimenting, and seeing small victories, like lower cholesterol and feeling healthier.
Now meet Priya, a "Practitioner” on her way to becoming a “Loyalist/Advocate."
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Priya deepens her commitment, learning about low-impact supply chains and supporting local farmers. She explains that individual change isn’t binary—it’s about diversifying efforts for cumulative impact.
She started her plant-based journey for cultural reasons but stayed for the environment. Today, she’s asking herself: How can I do more?
Priya actively advocates within her community, inspiring others to consider how their diets affect their local and global environment.
Next steps >>
The team is now working on wrapping up the UX research phase by combining insights gathered from ~20 teams. The next steps will include creating media content (films, documentaries) to evoke behaviour-change on an individual level , work for which will start early next year.
My Learnings
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Habits for a Better World was a project that aligned perfectly with my aspiration to create tangible impact through my work. This experience taught me the power of small habits in creating a ripple effect toward achieving larger goals. It provided an excellent opportunity to channel my skills into meaningful change.
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Throughout the project, I gained valuable experience using various research methods, identifying what worked and what didn’t, and learning from both successes and challenges. Collaborating with the team allowed me to grow both professionally and personally as we supported and learned from one another.