Case Study | Browser Extension
ESGrade
ESGrade is a browser extension that displays Environment, Social and Governance (ESG) informations to consumers while they shop online, with the goal of making ESG information accessible at the point of purchase.
This project was completed in partnership with S&P Global's Sustainable1 Team, as part of Cornell Tech's BigCo Studio, supervised by Josh Hartmann and Karan Girotra.
Date
January to May 2022 (15 weeks)
Team
Allison Yick, Jacob Nadelman, Nomin Sukhbaatar, Vilom Oza, Itay Fried
Role
Product Designer, UX Researcher
-
Sustainability is an emerging sector expected to grow to $51B by 2029
-
50% increase in sustainable product sales since 2014
-
Sustainability is smart - for our planet and for business
Why Now?
-
The product aims to encourage users to efficiently factor and understand ESG information in their purchasing process
-
Markets S&P Global as a leader in sustainability sector and can act as a lead generator
What's the Vision?
S&P Global
Companies
Users
-
ESG go-to-guy position
-
Raise the ESG data analysis market bar
-
Business opportunities (reports for sale, ads, consulting services)
-
Measurement tool for improvement
-
Acquisition channel
-
Internal efforts savings
-
On-demand knowledge
-
Create impact
-
Increase buyer power
Fit for both company strategy and end users
Let’s move on to the hi-fi demo!
-
Will it actually change consumer behaviour?
-
How do consumers that care about ESG currently make purchase decisions?
Risks & Assumptions
From our initial experiment results and further user interviews we validate our hypothesis and can state that displaying ESG scores does compel users to choose a more ESG friendly product even if it is more expensive.
User Experience
Marketing
Downstream Funnel
Reduce friction – have the ESG score highlighted alongside the price of the product
Highlight the product in S&P publications and spread awareness
Develop call to action features on S&P Global Sustainable1 page for companies to reach out for consulting assistance