CLIMRADES: THE CLIMATE WARRIORS
2023
experience design
experience design
experience design
experience design
behaviour change
behaviour change
behaviour change
behaviour change
game design
game design
game design
game design
Climrades: The Climate Warriors
Climrades is an interactive game-based experiment designed to foster behavior change among corporate employees. Insights from this experiment informed the product strategy for Socialstar’s SaaS platform, World of Difference.
CLIMRADES: THE CLIMATE WARRIORS
2023
CLIMRADES: THE CLIMATE WARRIORS
2023
Background
With ESG disclosure mandates gaining impetus, corporates are increasingly prioritising climate action in their organisations. However, they struggle to see employee participation in company-sponsored activities with typical employee engagement rate being only 2-5%.
Fold Labs collaborated with Socialstar to build an engagement strategy that could involve disinterested corporate employees in eco-social actions.
We developed a research-backed-hypothesis focusing on six behavioural personas and their unique engagement drivers. To validate this, we designed Climrades, a universe where corporate employees were undercover climate warriors. This week-long gamified experience helped us build an effective engagement strategy for Socialstar's ESG platform – 'World of Difference'.
THE CLIMRADES UNIVERSE
The Universe
As our planet faces invasion by extraterrestrial invaders known as Earth Eaters, humanity stands at the brink of obliteration. These devious creatures have managed to manipulate human minds to unwittingly produce the one thing they thrive on-carbon emissions!
Unbeknownst to us, every act of ours only serves to further their grand plan of eradicating our species from existence.
But, fear not! The valiant Climrades have risen from the ranks of corporate employees - they have now turned into climate warriors.
Their mission is to produce Carbon Crushers–humanity's ultimate weapon against Earth Eaters. Tasked with producing 6000 carbon crushers through pro-climate activities, our brave Climrades embarked on a two-week quest and combat a lethal colony of Earth Eaters.
CHALLENGES & APPROACH
CHALLENGE ONE
How can we engage distinctly different personas?
We designed six unique missions for six different persona types.
CHALLENGE ONE
How can we engage distinctly different personas?
read more →
We designed six unique missions for six different persona types.
CHALLENGE ONE
How can we engage distinctly different personas?
We designed six unique missions for six different persona types.
CHALLENGE ONE
How can we engage distinctly different personas?
We designed six unique missions for six different persona types.
read more →
CHALLENGE TWO
How can gamification spur inactive employees to take pro-climate actions?
We created a fictional universe to address guilt, cynicism, and the “it’s-too-difficult” mindset.
CHALLENGE TWO
How can gamification spur inactive employees to take pro-climate actions?
read more →
We created a fictional universe to address guilt, cynicism, and the “it’s-too-difficult” mindset.
CHALLENGE TWO
How can gamification spur inactive employees to take pro-climate actions?
We created a fictional universe to address guilt, cynicism, and the “it’s-too-difficult” mindset.
CHALLENGE TWO
How can gamification spur inactive employees to take pro-climate actions?
We created a fictional universe to address guilt, cynicism, and the “it’s-too-difficult” mindset.
read more →
CHALLENGE THREE
How to ensure sustained engagement in a chat-based experience?
We created a messaging system that fulfilled the action-reward-investment loop for each persona.
CHALLENGE THREE
How to ensure sustained engagement in a chat-based experience?
read more →
We created a messaging system that fulfilled the action-reward-investment loop for each persona.
CHALLENGE THREE
How to ensure sustained engagement in a chat-based experience?
We created a messaging system that fulfilled the action-reward-investment loop for each persona.
CHALLENGE THREE
How to ensure sustained engagement in a chat-based experience?
read more →
We created a messaging system that fulfilled the action-reward-investment loop for each persona.
Challenges
BEHAVIOUR CHANGE STRATEGIES
Behaviour Change Strategies
STRATEGY 1
Action Through Positive Storytelling
We created a fictional universe where employees acted as heroes where real-world climate actions were transformed into virtual victories.
STRATEGY 1
Action Through Positive Storytelling
We created a fictional universe where employees acted as heroes where real-world climate actions were transformed into virtual victories.
STRATEGY 1
Action Through Positive Storytelling
We created a fictional universe where employees acted as heroes where real-world climate actions were transformed into virtual victories.
STRATEGY 1
Action Through Positive Storytelling
We created a fictional universe where employees acted as heroes where real-world climate actions were transformed into virtual victories.
STRATEGY 2
Intuitive Design & Easy Adoption
We developed a simple, chat-based platform with minimal-effort tasks, reducing friction or barriers to action is critical for fostering new behaviors
STRATEGY 2
Intuitive Design & Easy Adoption
We developed a simple, chat-based platform with minimal-effort tasks, reducing friction or barriers to action is critical for fostering new behaviors
STRATEGY 2
Intuitive Design & Easy Adoption
We developed a simple, chat-based platform with minimal-effort tasks, reducing friction or barriers to action is critical for fostering new behaviors
STRATEGY 2
Intuitive Design & Easy Adoption
We developed a simple, chat-based platform with minimal-effort tasks, reducing friction or barriers to action is critical for fostering new behaviors
STRATEGY 3
Motivation Through Impact
Each lesson begins with clearly stating the objective of the lesson followed by the purpose that would be fulfilled by achieving the objective
STRATEGY 3
Motivation Through Impact
Each lesson begins with clearly stating the objective of the lesson followed by the purpose that would be fulfilled by achieving the objective
STRATEGY 3
Motivation Through Impact
Each lesson begins with clearly stating the objective of the lesson followed by the purpose that would be fulfilled by achieving the objective
STRATEGY 3
Motivation Through Impact
Each lesson begins with clearly stating the objective of the lesson followed by the purpose that would be fulfilled by achieving the objective
Behaviour Change Nudges
BEHAVIOUR CHANGE NUDGES
Habit Building Hacks
Leaderboards
Impact Gifs
Action Triggers
Reward Badges
Visual Cues for Change
IMPACT
IMPACT
STATUS
Activated 15 urban Indian youth to save 1,460 ltrs of water and several kgs of carbon emissions in 7 days.
STATUS
Activated 15 urban Indian youth to save 1,460 ltrs of water and several kgs of carbon emissions in 7 days.
STATUS
Activated 15 urban Indian youth to save 1,460 ltrs of water and several kgs of carbon emissions in 7 days.
STATUS
Activated 15 urban Indian youth to save 1,460 ltrs of water and several kgs of carbon emissions in 7 days.
IMPACT
Informed the product strategy for Socialstar's World of Difference Platform
IMPACT
Informed the product strategy for Socialstar's World of Difference Platform
IMPACT
Informed the product strategy for Socialstar's World of Difference Platform
IMPACT
Informed the product strategy for Socialstar's World of Difference Platform
TESTIMONIAL
"Fold Labs' depth of understanding and behavioural insights have been meaningful in shaping our product and approach. Their collaborative approach have made this partnership valuable."
- Matthew Spacie, Founder, Socialstar
TESTIMONIAL
"Fold Labs' depth of understanding and behavioural insights have been meaningful in shaping our product and approach. Their collaborative approach have made this partnership valuable."
- Matthew Spacie, Founder, Socialstar
TESTIMONIAL
"Fold Labs' depth of understanding and behavioural insights have been meaningful in shaping our product and approach. Their collaborative approach have made this partnership valuable."
- Matthew Spacie, Founder, Socialstar
TESTIMONIAL
"Fold Labs' depth of understanding and behavioural insights have been meaningful in shaping our product and approach. Their collaborative approach have made this partnership valuable."
- Matthew Spacie, Founder, Socialstar
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