Creating a product from scratch
The challenge
Demand for carbon credits is rapidly increasing. But, in a market where it can be challenging to access the data you need to invest confidently, how can you be sure that the tonne of CO2e you’ve bought definitely won’t end up in the atmosphere?
BeZero Carbon set out to bring more intelligence and transparent, risk-based thinking to carbon credits by combining experience in investment research with environmental sciences. They wanted to create a tool that built on their existing Carbon Ratings framework, so they could help people act with confidence across the Voluntary Carbon Market with ratings, research and analysis. This tool would be similar to those used in financial markets and include a directory of global projects, alongside ratings from experts and consistent data – something that had never existed before in carbon markets.
The client had the building blocks of a strong brand and an original idea. They needed to understand the needs of their users and create a prototype to secure further investment and drive development.
The approach
This product would bring the rigor and clarity the sector so desperately needed.
Understanding how the target audience behaves was key to kickstarting design. YaYa took a forensic approach to understanding these users, so we could properly inform a working prototype and test the concept.
Demonstrating a clear understanding of user needs and bringing that together in a prototype would turbo-charge conversations with potential clients and investors.
As a result, YaYa’s detailed research identified three target personas for the product:
- People who know the name of the projects they want to invest in – but don’t know where to find them.
- People who broadly know what they are interested in – for example, protecting the oceans – but haven't got a specific project in mind.
- People who work at financial institutions and want access to the right data to manage a portfolio of investments.
The results
Producing an MVP product meant BeZero Carbon had a strong platform that could be iterated following feedback from early stage clients and investors. The keys to success this time around were simple in theory, but complex in practice: the more time we spent thinking about who would be using the product – the better it would be.
Alongside forming the prototype, the brand also needed evolving so it resonated with users. This was a professional fintech platform –which meant a deep focus on information architecture and clarity, rather than more traditional environmental cues like cartoon-like leaves or trees, when it came to translating their visual identity into a product.
Much like carbon credits and the Voluntary Carbon Market, it was vital to undertake in-depth research before making any assumptions with this project. Thanks to the people-centred approach, the client has had incredibly positive feedback. They’ve also been able to run a successful alpha trial with over 200 users from dozens of leading institutions, and are set to scale the Voluntary Carbon Market by helping more and more businesses price and manage risk.
The prototype we created together has now been built and launched to the market and we are continuing to iterate new features alongside BeZero Carbon.
“We wanted to use our experience in financial services experience to bring clarity and understanding to a sector that impacts us all - and it was crucial to also understand the needs of our users. Yaya really helped us to do that, helped us visualise and imagine and then realise what the product potential was. The response to trials has been fantastic, and we’re in a very strong position to help scale the market.”
Sebastien Cross
BeZero Carbon
co-founder
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