Case Study & UX, UI Design:
Mediterra
Summary
A multi-faceted system that utilizes the mindfulness-sustainability nexus to improve employee wellbeing and carbon sequestration in the United Arab Emirates.
RSA Project Brief, Sponsored by Spotify
User Brief:
“How might we reimagine the way we work in the future to reflect local context, experiences and knowledge?”
Design Innovation unit project aims to experiment with the idea of design innovation in a predefined problem set by the RSA Student Design Awards to generate an outcome that is desirable, viable and feasible.
The current issue of overworking levels and air pollution in the UAE is not being fully addressed. Due to the high consumerism culture, environmental initiatives struggle to succeed. Businesses are not willing to jeopardize growth for sustainability, therefore the key challenge is to simultaneously improve employee well-being and planetary health.
Skills:
Data Illustrations - UX/UI Design - Journey Mapping - Research Methodology (Primary & Secondary) - Design alignment with ESG & UN Sustainable Development Goals - Value Proposition Canvas - Design Thinking Canvas - Ansoff Matrix - User Journey - Competitor Analysis - Market Research - Competitor Analysis - Interviews & Surveys - Figma - InDesign Presentation Making - Photoshop Mobile & Website Images - User Research - Design Innovation - Design Thinking
Summary
Problem:
The current issue of high overworking levels and air pollution in the UAE is not being addressed. Due to the high consumerism culture, environmental initiatives struggle to succeed. Businesses are not willing to jeopardize growth for sustainability, therefore the key challenge is to simultaneously improve employee wellbeing and planetary health.
Process:
Using the Five P’s, I developed an approach to improving employee wellbeing and planetary health. Through research, I discovered the mindfulness-sustainability nexus and used this methodology to create a system in which employees could practice mindfulness, compete to offset their carbon emissions and in turn, increase their pro- environmental behaviour. Businesses would be encouraged to subscribe to such a service due to employee analytics and the alignment with the ESG framework and UN Sustainable Development Goals.
Proposal:
Mediterra gives users the ability to offset their carbon emissions through meditation and provides employers with vital feedback on how to improve business culture. Through gamification and new digital technologies, Mediterra approaches meditation and tree-planting with an innovative system that benefits all stakeholders involved while encouraging sustainable living and practice.
Research & Insight
Drawing on insights from a STEEPLE analysis, I shifted my attention to remote employees in e-commerce, leveraging my experience working in Dubai. Initial research highlighted Dubai's status as the most overworked major city globally. Articles indicated employee receptiveness to policies addressing technology and screen time, with potential mental health benefits.
My research highlighted Dubai's top rankings in both overwork and poor air quality. The UAE stood out for its significant environmental footprint. Despite covering a tiny fraction of the Earth's landmass, it accounted for a notable portion of global CO2 emissions. Analyzing the nation's growth trajectory revealed a correlation with rising carbon emissions. A substantial portion of the population lacked awareness of climate change, with many unsure of where to begin addressing it. Interviews with UAE residents underscored the widespread sense of environmental ignorance.
The lack of awareness poses a significant obstacle to enhancing sustainability efforts, as daily habits contribute to the nation's environmental challenges. Despite the juxtaposition between economic development and environmental responsibility, the UAE's ample resources could support successful sustainable initiatives focused on offsetting emissions without compromising economic growth.
Through first-hand interviews, I created two personas. I also produced the employee journey to determine the pain points of remote working in the UAE.
Social & Environmental Impact
In examining the impact of overwork on well-being, I referenced Maslow's Hierarchy of Needs to illustrate how burnout obstructs self-actualization. I also linked air pollution to Maslow's basic need for clean air. To address these issues, I customized Martin Seligman's PERMA model into the Five P's, guiding strategies for employee well-being and improved air quality in the UAE.
During the ideation phase, I developed and tested concept proposals in an in-person workshop and through initial surveys. Subsequent analysis revealed the inadequacy of my concepts. Employing black-box thinking and an affinity diagram, I refined crucial topics and forged a connection between mindfulness and sustainability.
Due to the link between mindfulness and pro-environmental behavior, I devised a solution leveraging my mindfulness-sustainability nexus to enhance both employee well-being and planetary health. Meditation has shown to enhance employee well-being by boosting brain activity in areas related to attention and emotion regulation, as well as increasing gray matter volume in brain regions involved in learning and memory. Interviews and surveys confirmed the willingness of individuals to meditate for a cause and the significance of employee well-being.
Recognizing the challenges of implementing large-scale environmental changes, I drew inspiration from successful initiatives focused on the Ghaf tree by organizations like WWF, Emirates Nature, Goumbook, and Cafu. The Ghaf tree, known for its carbon sequestration potential and resilience in desert conditions, holds ecological significance in the UAE, protected by law.
This inspired the creation of Mediterra, a design solution promoting employee well-being through meditation and fostering environmental stewardship. Through gamified tree-planting incentives and friendly competition, Mediterra encourages employees to offset their carbon footprint while feeling a sense of achievement. Companies subscribing to Mediterra premium would gain access to monthly analytics and adopt a system aligned with Environmental Social Governance and UN Sustainable Development Goals.
Systems Thinking
I anticipated challenges ahead, given past failures of environmental initiatives in the UAE, such as the One Million Trees initiative, which struggled due to land use prioritization. However, market research revealed existing solutions for carbon calculation, sequestration, and tree-planting in the UAE, including Olive Gaia and The Storey Group. Exploring successful tree-planting initiatives globally, I found apps like Forest and Atlas Go, but none integrating mindful meditation with tree-planting to promote pro-environmental behavior.
Applying design thinking principles, I outlined how Mediterra aligned with holistic problem-solving approaches. To validate Mediterra's system, I devised a methodology illustrating its benefits to the environment, companies, and individuals. Recognizing the health impacts of overwork and air pollution, particularly on cardiovascular health, I delved into biometric sensing technology. Integrating biometric sensing into Mediterra allows users to track their heart rate during meditation sessions, providing real-time feedback on its benefits.
With these insights, I crafted a visual diagram showcasing the short and long-term benefits of Mediterra, including its effects on air quality, employee well-being, business practices, and heart rate reduction.
Viability
To anticipate potential challenges, I conducted a Business Model Canvas to assess funding mechanisms. Drawing from a previous initiative by Ras al-Khaimah’s Environment Protection and Development Authority, which allowed companies to offset fines by planting trees, I calculated the funding breakdown based on sapling cost and carbon sequestration potential. Survey and interview results revealed that most business owners preferred subscription fees under AED 100 per employee, with a quarter desiring free services. Consequently, I recognized the need for significant investor funding, with minimal reliance on subscription fees. The Value Proposition Canvas clarified that Mediterra's primary customers were employers, emphasizing the importance of catering to their needs.
Research indicated companies' reluctance to curtail business activities, regardless of their carbon footprint. Hence, Mediterra's marketing would emphasize benefits such as enhanced employee productivity and loyalty, along with insights for improving company culture and preventing burnout, exhaustion, and turnover.
Creativity & Innovation
In the design phase of the design thinking process, I emphasized framing user needs by sketching proposed services and actions and incorporating user-requested information on benefits into the initial interface journey. For brand identity, I chose earthy colors for a sustainable image, balanced with engaging aurora gradients. Glassmorphism was employed to maintain user engagement and provide a dynamic minimalist UX/UI design. Illustrations for Mediterra's interface were created using a combination of design tools. The carbon calculator was prioritized to personalize the user experience, along with biometric sensing during meditation sessions to track progress and long-term benefits. Profile pages featured past metrics and a tree-planting counter, with monthly employee surveys for feedback.
For employers, the journey was streamlined to display key information and benefits of the premium subscription model. The employer home page provided employee analytics and Mediterra activities, while other tabs inspired company events and activities and showcased employee achievements. Mediterra's alignment with the UAE's sustainability goals, including plans for COP 28 and achieving Net Zero by 2050, positions it as a valuable contribution to the country's sustainable future. I envision Mediterra inspiring residents to connect with nature through the creation of a "Mediterra Forest" of ghaf trees, promoting the practice of "Shinrin-yoku" and fostering a sense of connection with the environment.
