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I’m Siyi Wu, a cultural project strategist and visual designer based in New York & Suzhou. I committed to using storytelling to activate heritage, education, and community engagement.

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EcoTrack
a smart grocery shopping app designed to make sustainable habits visible, rewarding, and easy to build.

Project Description
EcoTrack, a smart sustainability app designed for the next generation, addresses the invisible impact of everyday choices and the disconnect between eco-awareness and action.

This project positions EcoTrack as a behavior-change tool for low-carbon lifestyles by embedding habit tracking into daily routines, personalized data feedback, and gamified sustainable rewards.

It empowers users to understand how small actions can build toward measurable environmental impact and lasting habits. By connecting personal goals with broader sustainability outcomes, EcoTrack explores how technology can make climate-conscious living not only accessible, but also socially engaging and personally meaningful.


Read our full research paper on this project




Time Period
Oct. 2024 – Dec. 2024
Key Features
Carbon Footprint Tracking / Habit Loop FeedbackTarget Audience
Millennials & Gen Z / Sustainability-Conscious Users
01.
CONTEXT & Opportunity In a world shaped by daily choices, our shopping habits leave a lasting mark on the planet—from overflowing landfills to rising carbon footprints.

Despite growing awareness, most people still lack the tools to understand or shift their environmental impact.
PROBLEM STATEMENT

The Probelm
  • Consumer Overspend
    • 10-15% on unnecessary purchases due to poor management of household essentials, leading to significant financial waste and inefficiencies.
  • Everyday purchases contribute to substantial environmental damage
    • 8% of global greenhouse gas emissions stem from food waste.
    • 30% of U.S. waste comes from non-recyclable packaging.
    • Over 60% of consumers aspire to shop sustainably but lack tools to connect consumption patterns to real environmental outcomes.

Our Solution
  • EcoTrack
    • A smart shopping habit tracker and eco-friendly advisor to empower sustainable decision-making
MARKET TRENDS  &  COMPETITORS

Market Size & Demands
  • Sustainable goods market
    • Reach $29.3 billion by 2031 (CAGR 5.64%).
  • Habit-tracking app market
    • Reach $30.34 billion by 2032 (CAGR 13.21%).
  • Rising consumer interest in sustainability
    • 73% of millennials and 72% of Gen Z are willing to pay more for eco-friendly products.
    • Sustainability-marketed products now hold an 18.5% market share in the consumer goods sector, driving nearly one-third of growth in this industry over the last decade.

Market Competitor
  • Shopping Tools (e.g., Amazon’s “Subscribe & Save”)
    • A smart shopping habit tracker and eco-friendly advisor to empower sustainable decision-making.
  • Sustainability Apps (e.g., Good On You)
    • Offer eco-friendly product suggestions but no habit management.
  • Habit-Tracking Apps (e.g., HabitBull)
    • Build habits but lack environmental impact considerations.
  • Analytics Tools (e.g., Fetch Rewards)
    • Focus on budgeting without addressing eco-conscious behaviors.






OUR NICHE, OUR USERS

Our Niche Market
  • Why this niche works?
    • Eco-conscious consumerism and digital habit adoption trends align with EcoTrack’s mission to provide actionable, measurable sustainability solutions.
  • Target market
    • TAM _ Over $50 billion, bridging sustainable consumer goods and habit-tracking technologies.
    • SAM _ Tech-savvy urban consumers aged 18–45, in regions with high sustainability awareness.
    • SOM _ Initial target of 100,000–200,000 users in the first two years, with $2–6 million in annual revenue potential.Reach $30.34 billion by 2032 (CAGR 13.21%).

Target Audience
  • Who
    • Aged 18–45 residing in urban cities mainly in North America, Europe, and Asia.Includes young professionals, middle-income families, and educated individuals with an interest in sustainability.
  • Why
    • Environmental Awareness: Motivated to adopt sustainable practices.
    • Technological Proficiency: Comfortable using digital platforms like Eco Track.
  • What they’re looking for
    • Sustainability Tracking: Tools to monitor carbon footprint, energy usage, and sustainable habits with actionable insights.
    • Community Engagement: Opportunities to connect with like-minded individuals via forums, events, and group challenges.
    • Incentives: Rewards, discounts, and social recognition to motivate and maintain sustainable behaviors.
02.
Product system & user journey PRODUCT INTRODUCTION

Feature and Technology
  • Personalized Habit Tracking
    • AI-powered insights tailored to user shopping behaviors and consumption patterns.
  • Automated Purchase Logging
    • OCR technology automatically extracts purchase data from receipts, saving time and effort.
  • Sustainable Product Recommendations
    • Suggests eco-friendly alternatives based on shopping history and user preferences.
  • Real-Time Environmental Impact Feedback
    • Interactive dashboards visualize carbon footprint, waste reduction, and progress.
  • Secure Data Management
    • Cloud-based infrastructure ensures data security, scalability, and multi-device synchronization.

Incentive Mechanism
  • EcoTrack
    • A smart shopping habit tracker and eco-friendly advisor to empower sustainable decision-making
  • Achievement Badges
    • Celebrate milestones like reducing waste or offsetting carbon footprints.
  • Monthly Challenges & Leaderboards
    • Inspire competition and collaboration through team or individual goals.
  • Interactive Sustainability Goals
    • Personalized objectives with visual progress tracking to keep users motivated.
  • Streak Rewards
    • Daily usage streaks unlock bonuses, reinforcing sustainable habits over time.

ECOTRACK USER JOURNEY
ECOTRACK REVENUE MODEL

Blancing Growth and Purpose
  • Revenue Streams ($2M)
    • 60% User Contributions:
      • Free tier: Sponsor-supported
      • Premium plan ($1.99/month): Personalized features
      • In-app purchases: Eco-guides, donations
    • 40% Brand Partnerships:
      • Sponsored product recommendations
      • Affiliate marketing commissions
      • Data insights for eco-conscious brands
  • Investment
    • $500K user acquisition budget from $1.5M total cost
  • Sustainability
    • Diversified income streams mitigate risk
    • Scalable for future growth




    RISK MITIGATION STRATEGIES

    Market Competition
    • Personalization
      • Proprietary algorithms for customized recommendations.
    • Exclusive Features
      • Gamified challenges, carbon tracking, recycling integration.
    • Community Building
      • Strong eco-conscious brand identity.

    Technology Integration
    • Integrate key technologies such as artificial intelligence algorithms, image content recognition and input, visualization, and gamification program development.
    • Regular updates and responsive customer support.

    User Adoption
    • Intuitive design with tutorials and FAQs.
    • Targeted marketing emphasizing personalized recommendations and gamified rewards.
    • Incentives like discounts and localized content for diverse regions.

    Staying Ahead
    • Collaborations with research institutions and environmental organizations.
    • Integration of innovative practices like circular economy models and eco-certifications.
    03.
    implementation & impact
    IMPLEMENTATION PLAN

    Phase 1 _ Foundational Features (0–12 Months)
    • Launch household essentials tracker with basic metrics.
    • Introduce eco-friendly product recommendations.
    • Gamified rewards to encourage sustainable habits.

    Phase 2 _ Feature Expansion (12–18 Months)
    • Add advanced sustainability metrics (water, energy tracking).
    • Improve recommendations with machine learning.
    • Partner with local eco-retailers and recycling programs.

    Phase 3 _ Long-Term Innovations (18–24 Months)
    • Carbon footprint tracking with real-time offset options.
    • Collaborate with e-commerce platforms for seamless integration.
    • Launch community events and global sustainability challenges.
    KPIs & VALIDATION

    Environmental Impact
    • Household Waste Reduction
      • 10–15 kg per user per month
        • 1st Year: 50 metric tons collectively.
    • Carbon Footprint Reduction
      • 5–10% per user annually
        • Ultimate goal _ 1 metric ton per user/year.
    • Eco-Certified Purchases
      • 60% of purchases
        • eco-certified by Year 1.

    Social Impact
    • User Retention
      • 75% retention in Year 1.
      • 50% weekly engagement.
    • Challenge Participation
      • 40% participation in eco-challenges/recycling initiatives monthly.
    • Partnerships
      • 20 partnerships with eco-friendly organizations in 2 years.

    Product Validation
    • In-App Surveys
      • Quarterly feedback from 20% of active users.
    • Behavioral Analytics
      • Feature Utilization
        • Feature Utilization: 70% of users actively using tracking tools weekly.
        • Session Lengths: 5–10 minutes of meaningful engagement.

    Outcome Reporting Goals for Year 1
    • Reduce 50 metric tons of waste collectively.
    • Facilitate 100,000 eco-certified product purchases.
    • Secure 10,000 active monthly users, with 40% regular participation.
    • Publish quarterly reports with testimonials and success stories.