The Ask: 

Determine what a compelling key number, indicator, fact would be and how it should be delivered to consumers. 


Reducing CO2 emissions through Diet Moderation

Finding: Eco-Paralysis

Society is in a state of "eco-paralysis" which means that we feel like we can't do anything to help the environment because we feel overwhelmed. Reasons for this include:

1. Eco-issues not being top of the political agenda 

2. Too many eco-issues and disasters happening people don't know what to do or where to help

3. We as a society don't feel any personal connection as eco-issues haven't affected us or our lives drastically yet

Technology + Personalization

Fitness: nearly half of consumers express interest in tracking physical activity, general fitness and calories burned

Connectivity: people like to to compare, compete and share their data with others (ex. completing their Apple watch rings)

Sense of Control: having wearable technology is associated readiness, efficiency, and accessibility increases users’ confidence in completing tasks while reducing time and mental effort

Target: Eco-Health Conscious

Early Adopters: access to and comfortable with technology

Want instant gratification: like to share their personal achievements on various social platforms

Health conscious but not health nuts: care about calories and what they eat

Goal setters: constantly wanting to beat their personal bests

What is CalO2? 

Calorie counter and tracker


Makes eco-data data more digestible


Focus on reducing personal carbon footprint and My Climate Impact (MCI)


Integrated directly into the Health and Activity app in Apple Watch and iPhone

Getting Personal: Food and Health

Diet: 25% of all Co2 emissions come from food

Animal Products: 58% of Co2 food emissions come from animals

Meat Consumption: beef has the largest carbon footprint

Creating Habits: takes 28 days to start a habit

Personal Health = Planet Health: Personalization helps create incentives and stakes

How It Works

On-Boarding: 10 - 15 minute food diet pre-screen

Carbon Footprint Estimate: from the pre-screen it will show the user their food carbon footprint

Goal Setting: users will set daily, weekly and monthly goals through the app

End of the Year Review: like Spotify, show people the impact their diet choices have made and make it shareable

On-Boarding Process

Integrated into Apple's health app under nutrition, streamlined data entry and data is organized by day, month and year that's easy to toggle in between

Daily Activity Tracker

Shows important data: current Co2 emissions, where you stand on your goals based on the on boarding and holds you accountable on a daily basis. Also keeps the issue of climate change front of mind



End of the Year Review

Making data concise and relevant and tells you the overall Co2 impact and saved through diet. Visually compare their habits from start to end and where you started and give you quarterly reports. The goal is to create shareable moments. 






Future Uses: Transportation Circle

Tracking moderation in commute towards personal carbon emissions. Encourage the use more eco-friendly forms of transportation: car pooling, walking, biking, public transportation (in larger cities). A way to connect the larger data points together.








Dani Loleng: Experience Designer

Dan Ivey: Experience Designer 

Chandler Webb: Experience Designer