Five principles for Sustainable Experience Design
We all know that the word ‘sustainability’ is very fashionable nowadays (and fortunately so!) and a core concern of businesses — be it by choice or because current market expectations and regulations demand so. Businesses play a crucial role in transforming the world we live in and in achieving the ambition laid out in the 17 Sustainable Development Goals (SDG) — no poverty, promoting wealth and the well-being of all, protecting the environment and fighting climate change.
Implementing sustainable policies is a straightforward matter in some areas — such as in mobility, construction, or architecture. However, experience design can also contribute to a better world — especially at a time where digitalisation is an inescapable aspect of our lives — by creating valuable and sustainable experiences that can satisfy both People and the Planet.
How do you know you are addressing sustainability?
First, it is a matter of mindset, of promoting sustainable thinking and making people aware of their own personal responsibility with regards to the world. It involves positively influencing and encouraging change in the habits and behaviours of stakeholders. For this reason, it is essential to make sure that the team organizing and facilitating the work has the necessary technical and interpersonal experience and skills, such as the ability to empathize and establish dialogue.
On another hand, it is a matter of methodology and bringing into the process the question “is what we are designing going to produce a positive impact in the world?”. It is no longer enough to guarantee that we are designing the best possible experience for the client, it must also be beneficial for the community and the planet.
It follows that during a project — be it the design of a new service, business, product or user interface — we have to analyse its social, economic and environmental impact making sure that, in addition to guaranteeing a great customer experience, business profit and technologic feasibility, we also achieve the following 5 principles:
1. Broader Co-creation
Broader co-creation means the people impacted by our solutions are involved in the design process and co-creation is promoted — not only among those that use a certain service but among all who are indirectly impacted by it. It is important to make sure that we use adequate tools when analysing the ecosystems of identified stakeholders.
2. Social Inclusion
This implies that the service we are designing does not accentuate existing social asymmetries and, indeed, contributes to social inclusion. This is a crosscutting principle in all our activities. It must be present in everything we do — from the very language we use and pictures we choose to the service being designed. No one should be left out.
3. Set the metrics for Social Impact
This requires measuring the social impact of the current client experience and defining a benchmark for future impact, taking into consideration not only those who are impacted by the solution but also the resulting behaviours among the wider community.
4. Set the metrics for Environmental Impact
This requires assessing the environmental impact of the current client experience and defining what the future solution should achieve. When doing this, we must take into consideration the principles of a circular economy and resource management, with a view to lowering CO2 emissions.
5. Mindful and Responsible Consumption
Encourage mindful and responsible consumption at the time of purchase or subscription to a new service. More than simply promoting ‘green consumption’, it is urgent that we lower our levels of all types of consumption.
Upon analysing the European Commission’s proposal to reduce greenhouse gas emissions to at least 55% until 2030 and the goals set out in the SDG we can understand the great challenge that lies ahead.
Just as Albert Einstein said, “if you want different results, you have to try different approaches”. We know that transformation can be painful and that the fear of the unknown may paralyse us. Therefore, Cocoon exists to address this natural fear of the unknown. To stimulate creativity, to make the transformation process systemic, meaningful, sustainable, and pleasurable for all. If you would like to know more about the services and methodology we employ to address sustainable transformation, or to simply exchange thoughts about how we can build a better future together, please email me at
