The Lenzing Group is the world market leader in wood-based cellulose fibers. These fibers are fully biodegradable and made of the renewable material wood sourced from certified sustainable forests. I led user research and UX design efforts, while working on strategy development for an integrated experience. I was working at the company's headquarters in Lenzing, Austria tasked with supporting the 2019 launch of the #ItsInOurHands campaign and platform in Europe and the U.S. This project has been shipped, developed, and is live at itsinourhands.com.
Project news coverage:
Sustainable Retail Summit
Millions of wet wipes are used every day because they are practical and handy, however, many consumers are unaware that most of wet wipes products sold contain fossil-based synthetic materials, which can pollute the environment for centuries.
Create a platform for a new era of biodegradable wipes and facilitate conversations between sustainability experts and eco-conscious consumers. The European Union recently announced its Single-Use Plastics Directive, a ban on single-use consumer products of plastic, and consumer interest around sustainability and environmental issues has been growing.
How can we increase awareness of the problem?
How can we encourage conscious buying?
How can we position ourselves as a label of trust?
I worked with colleagues in my department to narrow down the project scope and define a few overarching goals for the new campaign, how we might achieve those goals, and the teams that would be involved. I defined the goals for our user research and the steps involved.
Data protection and planning
I worked with a global data agency to keep user data safe and in-line with E.U. data protection laws. During the planning phase, I handled subject recruitment, made screeners, and created the focus group questions with a combination of quantitative and qualitative questions. I created subsequent survey questions for a later project around this. I prepared these materials in a few different languages, while in contact with a translation services firm, for the focus groups and surveys.
Focus groups and surveys
I led real-time focus groups with users across Europe and North America and in different languages. After, I created user personas, empathy maps, and user journeys. I gathered insights, synthesized results, visualized mapping, and located where there were opportunity areas. I then developed strategies to drive brand activation with my team. During a brainstorming session, I created a stakeholder map to gain a deeper understanding of the context and roles moving forward.
I helped shape the user experience for the #ItsInOurHands platform. After user research, I conducted affinity diagramming sessions to consolidate information and created storyboards to test different needs, while exploring different designs and prototypes. From there, I reiterated upon designs and discovered what worked and what did not work and to meet project, business, and user goals.
I worked with colleagues on other teams to define and coordinate brand activation strategies to build platform awareness and engage the target users. I collaborated with PR, social media, and marketing experts at the company and held brainstorming sessions for insights and action items.
The platform is live and can be found at itsinourhands.com. I supported the DACH (Germany, Austria, and Switzerland) platform launch in the summer while working in Austria, and was invited back to work remotely during the Fall months to support the U.S. platform launch.
For many, it is the stories that move us
User empathy is important to keep in mind during during all stages of the product lifecycle, more importantly during the product planning phase. The user should be a topic of almost every conversation and is vital to understanding how the product will look and feel.
Our cultures impact our behavior and values
In designing for international audiences in Europe while working in Austria, throughout the research stages it became apparent that behavior patterns are different across cultures. It was important to acknowledge differing underlying values. Testing was also important to continuously validate decisions and assumptions with users.