Enhancing user experience in e-commerce climate offset initiatives : a study on modal design and customer perception

Abstract

As carbon emissions increase constantly, voluntary carbon offsets as a measure to mitigate climate change both by consumers and companies become more popular. Understanding how to effectively promote VCO adoption is crucial to encourage climate action. This thesis investigates how user interface design including content, visual and navigation design influence customer perception and engagement with voluntary carbon offset initiatives in e-commerce settings. This study employs a qualitative action research approach, analysing user interactions with a climate contribution modal developed by the company Pina Earth, which partners with German e-commerce shops.

Through semi-structured interviews and observations, two iterations of the modal design are evaluated. The initial design, while generally perceived as trustworthy, lacked clarity regarding the use of funds and the impact of contributions. The revised design, incorporating an FAQ format, transparent information about fund allocation, and a tangible comparison of emissions to a car journey, significantly improved user perception. Key elements influencing engagement included the clear communication of the project's regionality through a map, the detailed explanation of how contributions are used, and the overall ease of use.

The study contributes to the existing literature by highlighting the importance of content design over visual design in fostering trust in the context of VCOs. It provides empirical evidence that transparency, clear communication, and a user-friendly interface are crucial for encouraging participation in climate offset initiatives. The findings offer practical implications for organizations like Pina Earth, suggesting that prioritizing clear, concise, and informative content, structured in an easily digestible format, can enhance user engagement and potentially increase VCO adoption rates.