Ecooo Card
Finance for Environmentally Conscious Millennials
Helping millennials align their ethical values with their financial decisions by making monetary and environmental sustainability smooother.
CLIENT
Klarna
TIMELINE
4 weeks
PROJECT TYPE
Creative Direction, Interaction Design, Marketing
MY ROLE
Creative Director
CORE TEAM
Allison Bouganim, Martin Reinertsen, Lei Lei Wong, Daniela Randazzo, Amanda Hagberg
About Klarna
Klarna is a Swedish based payments company and one of the fastest growing companies in Europe. In the last 14 years, technology has evolved and transformed the world around us, yet Klarna’s mission remains as relevant as ever, to make paying as simple, safe and above all, “Smoooth as possible”.
The Brief:
How can we win the hearts and minds of Millenials, who’s attitude towards banks and credit is changing?
OPPORTUNITY:
60% of Swedes want to see a “climate labeling” on financial products and 65% would change their bank if there was a more climate sustainable offering.
DELIVERY:
Physical & digital card with an integrated app feature, that gives cashback for sustainable purchases.
Painpoints & Feelings
Money Mindset
Millennials feel that they don’t have the money to support sustainable brands or products.
Social Shame
Millennials don't want to show others that they are using a credit card.
What can I do?
Millennials feel that they are lacking control when it comes to making financially sustainable decisions.
Process
Qualitative Insights
82%
Of Swedes want to live a sustainable life.
60%
Of Swedes want to see a “climate labeling” on financial products.
65%
Of Swedes would change their bank if there was a more climate sustainable offering.
*WWFs survey on climate in Sweden 2016
Design Principles
Education
Making financial decisions is scary, especially when you’re just getting started. How can Klarna build trust with consumers and make people feel confident that they can rely on themselves to make the right financial decisions with the support of Klarna?
Sustainability
Financial and environmental sustainability is top of mind for Millennials. They want to know that they are supporting brands that align with their ethics, and the most significant way to show support is by putting their money where their mouth is. How can Klarna support its own business needs while making customers happy? How can Klarna make sustainability sexy?
Financial overview
How can Klarna help people to get an overview of their money on their own terms?
How might we…
…help millennials align their ethical values with their financial decisions?
…make financial and environmental sustainability smooother?
Physical & digital card with an integrated app feature, that gives cashback for sustainable purchases.
How it works for users
1. Purchase online or in-store
2. Validating if the purchase is sustainable [Using the Åland Index]
3. Transaction is processed
4. If sustainable - CashBack
5. Notification sent
Sustainability Standards
The Global Reporting Initiative
Develops standard international guidelines for sustainability reporting. +200 Swedish companies are measured on the GRI base.
The UN Global Compact
Creates corporate sustainability initiative that supports companies to do business responsibly. +250 Swedish companies on the UN Global Compact standard.
Framework for identifying, quantifying, and tracking ‘sustainable transactions’.
Low-fidelity testing & feedback
“I want a hot card that also happens to be good for the environment.”
-Bella
“I like the transparent materiality of the card, trustworthy while also being cool.”
-Anders
Visual Continuity
Visual Elements:
Sleek and Sexy design
Black cards are a Visual Signal of status
Transparent
Black color - Licorice
Materiality
Recycled Acrylic
Black Fade: Symbolic of carbon off-setting while utilizing Klarna brand colors
Benefits & Value
Users
Incentive
Education
Awareness
Financial Overview
Planet
Creates awareness around CO2 emissions.
Reduced negative impact on the environment.
Aids in the effort to stop / slow down Climate Change.
Merchants
More sales
Ethical incentive
Opportunity for change
Klarna
Brand reputation
Long-term customers
Align with customer values
Differentiation
Stronger merchant relationship
