I designed a gamified desktop and mobile app for COOP to encourage eco-friendly habits.
Users could track sustainable actions and earn points redeemable in-store.
Many customers felt their individual actions didn’t matter, leading to disengagement. COOP wanted to change this by making sustainability feel rewarding and accessible.
The goal was to gamify eco-friendly habits through a fun, intuitive app that motivated users to act and feel part of a larger mission.
We analyzed COOP’s audience and gathered insights through surveys to understand barriers to sustainable behavior.
I designed a gamified, illustration-rich app that made eco-actions fun and engaging.
Prototypes and testing confirmed it boosted user motivation and interaction.
This project proved how gamification can drive real behavior change by making sustainability engaging and fun. It earned strong stakeholder support and set the stage for future features and pilot testing.
I was asked to design a desktop and mobile app for COOP, a major Italian retailer known for its environmental commitment.
The goal was to encourage customers—especially younger ones—to adopt eco-sustainable habits through a gamified digital experience.
Users could declare and track eco-friendly actions in exchange for points to be used in COOP stores.
Many customers—especially the more skeptical ones—felt that their individual actions had little impact on the environment, which often led to apathy or inaction. COOP aimed to shift this perception by making sustainability feel both accessible and rewarding.
The goal was to create a playful, engaging experience that would motivate users to take eco-friendly actions and feel part of a collective effort. By gamifying green behaviors, tracking progress, and offering tangible rewards, the app would encourage even the most hesitant users to participate in a fun and intuitive way.
Users didn’t believe small actions made a difference.
Sustainability often felt like a burden.
Eco-behaviors weren’t always easy to track or understand.
Young users needed something more interactive and dynamic.
To bring the COOP app to life, I started with sketches that made sustainable habits feel fun and engaging, using friendly illustrations, badge-based missions, and a scrollable dashboard of challenges. Once the visual direction was clear, I translated these ideas into digital wireframes that included:
A low-fidelity prototype mapped key flows like completing challenges and redeeming rewards. Usability testing validated the gamified approach and the final high-fidelity prototype brought everything together in a cohesive, illustration-rich interface.
This project showed us just how effective gamification can be in driving meaningful behavior change.
By making sustainability feel playful and rewarding, we were able to engage even the most skeptical users and spark genuine interest, especially among younger audiences.
The concept received positive feedback from COOP stakeholders and was approved for pilot testing in select stores. I learned the value of emotionally engaging design that balances social responsibility with usability.
For future iterations, we recommended launching a beta test and exploring features like social sharing, personalized rewards, and weekly eco-challenges to keep users motivated over time.
