eko.tvz Ecology Project

A concept of a project with the goal of increasing ecological awareness and promoting a sustainable lifestyle.


UX/UI, Emotional Design, Gamification






A poll conducted on students of TVZ (Zagreb University of Applied Sciences) showed that 65.5% of students never recycle, 21.2% recycle occasionally, and 13.3% recycle regularly. (n=113)

Additionally, students felt demotivated and demoralized, expressing doubts about how can an individual's actions move the needle globally.


To find out more why motivation to recycle is so low, we needed more qualitative data.

Through interviews with students it was revealed that the main issue was mostly the implications and tone of delivery of many eco organizations.

Multinational corporations had successfully led campaigns that attempted to shift the blame on individuals. Some ecological organizations share the same ethos.

Setting the tone

It was important to set the appropriate tone of delivery in attempt to try and get students to become more ecologically aware, otherwise they would likely not change any behavioral patterns.

The content needs to be carefully written and holds the same importance as design & development, if not more. Instead of trying to instill guilt and shame, the perspective needs to be shifted towards encouragement and preserving the local environment.

The emphasis should be that even though local actions may not impact global ecological issues, they'll make ones immediate surroundings more pleasant to inhabit.


Aside from the confrontational tone, another issue that was touched upon was the amount of information launched at people who wanted to learn more about a sustainable lifestyle (recycling, shopping habits, food preferences etc.).

It's unrealistic to expect that an individual can dissect the barrage of information launched at them. Instead, a more appropriate approach is to focus on one isolated problem.

Through surveys and interviews students mentioned that the biggest obstacle when trying to recycle is sorting what type of waste goes in what container, so the first feature of the project should be a tool that resolves that issue.

A simple search tool can be an easy way to take the first step towards better ecological practices. When a type of waste is entered, a corresponding category would light up, bearing the same colors as the trashcans of that waste type.

An auto-fill option can help speed up the search and the database can be perpetually updated with new terms that are uncategorized.


63.9% of students said they enjoy playing video games and 39.8% regularly use some sort of gamified apps, most notably Duolingo and Habitica.

A gamification angle can be explored to make the first steps of a sustainable lifestyle enjoyable and fun.

Students could collect points through participating in workshops, adding new types of waste in the database or watching online seminars.


Students that participated in the survey and interviews said that they would enjoy being a part of such a project on their university.

They expressed positive feelings about the search tool being the gateway to other good habits and gamification a way to keep them.