Creating a new market to save the planet
COMPANY
Tradewater
ROLE
Service Designer, Program Manager
EXPERTISE
UX Design, Service Design, Program Management
Duration
1 year
Tradewater launched a program to increase revenue streams through engaging SMEs to achieve net zero emissions through reduction and offsetting
Background
To increase its impact and build a broader market for its carbon offset credits, Tradewater is developing a new program targeted to small and medium sized enterprises (SMEs). The aim of the program is to help SMEs calculate their carbon footprint and get on a path to net zero emissions through a combination of emission reduction actions and high impact carbon offset credits provided by Tradewater. SMEs are an important market segment to develop because they represent a large component of the US economy, representing 50% of private sector employment and 45% of GDP.
Solution
Developed the Carbon Neutral Collective, a program dedicated to helping SMEs offset and reduce emissions though access to Tradewater's carbon credits and a host of financial, environmental and communication benefits. Designed the backend program logistics and external website and brand to promote the program.
Lessons Learned
Diversifying recruitment methods and tapping into existing coalitions of SMEs is pivotal to scaling success
As a net new program, our team began by conducting extensive market research to understand key players to inform our program design. We engaged human centered design principles throughout the project to meet the needs of our target audience.
Market Research
Conducted extensive market research to inform service design principles. Interviewed prospective customers to understand needs from program.
Branding
Created a brand identity consistent with Tradewater's while crafting our own programmatic voice.
Design
Designed a comprehensive platform to engage customers through emission calculators and resources.
Go to Market Strategy
Developed a go-to-market strategy to launch the program including innovative recruitment tactics such as chambers of commerce and business alliances.
The solution is a service with external presence via a program platform for new and existing members.
Membership Benefits
Developed robust member benefits including financial inceptives, a community of engagement, environmental resources, and branding materials
Digital Presence
Created a web presense for the program to allow for new member registration and exitising member management portal
Scalability
Implemented a roadmap for growth including additional markets to explore and alternative recruitment strategies.
