A mobile app to track, offset, and improve people’s carbon footprints.

Role Product Designer
Time 05/2018-08/2018

Can individuals' choices really make a difference in climate crisis?

At a high level, the answer is "yes!" Giant leaps always start with small steps.The food you have, the products you purchase, the way you commute, will impact the climate. Currently, more and more people, especially Millennials, want to change their habits to improve environmental impact, however, 85% have no idea where to start.

Joro is a startup founded by Harvard and MIT students. In the summer of 2018, I joined Joro’s team to design the first version mobile app to help people better understand their footprint, and participate in impacting the environment.

Project Brief

The product aims to build an app and community to track, offset, and improve people’s carbon footprints . The mission is to empower users to develop their own carbon intuitions and shape a low-carbon world.

The app allows users to estimate their carbon emissions from daily activities, offset their footprint with a subscription to verified carbon offsets, and compete against themselves and others to improve their impact.


We conducted a research to better understand what lifestyles could contribute to sustainable goals, what habits people can easily keep, what technology or products people currently use. We also looked at several companies, and found there is a white space for a company to become the go-to-platform on sustainability for consumers. Joto has the great opportunity to capitalize by integrating sustainability into daily life.

What lifestyles contribute to sustainable goals?


Limit meat and dairy consumption. The food system has a devastating impact on the climate; agriculture, forestry, and other land use account for 24% of global emissions. From 2005 to 2014 Americans reduced meat consumption by 19%, leading to a reduction in greenhouse gas emissions equivalent to taking 39 million cars off the road.


Walk or bike, carpool, take public transit, avoid airport and offset air travel. Airplanes are notoriously bad for the environment and air travel makes up 11% of transport-related emissions. Buses, trains, and carpooling are nearly always better options.


Use cleaner energy sources, adjust your thermostat when you leave for a weekend or a day of work , use energy-efficient appliances. These habits seem common, but would play a significant role if everyone keeps them.

Conscious shopping.

Buy less, pick sustainable brands, bring your own bag, and shop local. 20 items of clothing are produced per person per year. This number grew 60% from 2000-14 with the rise of fast fashion. People will likely save money and reduce annual carbon footprint by 3-5% if they buy less.

To start the ideation phase, we conducted an affinity diagramming exercise about the sustainable lifestyles. Based on the affinity diagrams and the research, we categorized all the scenarios into two types: daily life track, and the motivation to keep the habits.


1.People want to live more sustainably, but don't know how.

According to a report by Neilsen, 60% of Americans want to live more sustainably, and 75% of millennials will pay extra for sustainable products and services. Millennials, now the largest consumer group, are spending their money differently - in a way that aligns their values with their lifestyles. The problem is that they don’t know where to start.

2.There is white space for an aspirational app to be the go-to platform on sustainability.

Some companies came along and created ways for people to live their values. The way that using Strava helps you become the athlete you want to be, that eating at sweetgreen makes you feel like a healthier version of yourself, that makes you feel like a more financially responsible person, Joro is where you go when you want to be a more sustainable person.

3.Community connects people and let people learn more about others on how to have more sustainable lifestyles.

People find it helpful to get motivation from social media. Learning from their peers would encourage them keep good habits. Social media can also gamify the experience-people set their goals and compete to achieve sustainability goals.


It’s the first system that can automatically track emissions from your daily activities in real-time, looking across travel, home, purchases, and food to deliver a comprehensive carbon footprint that you can check on your phone the way you check your footsteps on a FitBit.

Joro delivers personalized recommendations on cost and carbon-saving habits using proprietary machine learning algorithms.

Joro is a social platform through which you can join communities, set goals, and compete to achieve sustainability goals.


Information Architecture




Joro starts from several questions to better understand users. It also uses information from credit cards to analyze carbon production from purchase activities. To streamline the process, the onboarding


As the home page, it shows carbon emissions metrics, including eating, commute, spend and home carbon emissions breakdown. It also shows some suggestions about how to reduce carbon emissions everyday.


Joro helps connect people who have a demand for lower-carbon lifestyles with peers who have similar goals. Feed includes leaderboard and activity to build social connection with peers.


Like Strava and Sweatcoin, we make money through sponsored challenges and subscription revenue. Users can join communities to set goals and compete against others.