A Neighborhood Network For Sustainable


Project Duration: March 2018- September  2019

The  I. DO system offers a model for a location-based neighborhood network that encourages people to move on to sustainable living and provides three tools for implementation.

Approach: Using design thinking methodology, Design for social innovation and gamification I searched for the tools that will help drive the desired behavior change.


1. An app

2. An interactive bulletin board

3. WE .DO - A neighborhood sustainability center.

My Part: R&D, Concept, App and bulletin board UX, logo and infographic design, storytelling, Film making and editing.

Helped me: Hila Padan with UI design, Eli Dor with 3D simulation of the bulletin board and Lee Shpasa Zlinger with Animated illustrations. 

"It Takes A Village To Raise A Child"

The Key Question

How to harness an urban population behavioral change and develop a perception of sustainability.

Lia Ettinger argues that the main obstacle to respond to the environmental crisis is "How we as a society define success. What We Consider is wealth, competitiveness, entrepreneurship, wisdom, beauty, efficiency, originality, popularity. But what matters is not included: Integration into the Earth's ecosystems, contributing to the health of the system that gives us life, fairness and social solidarity.

The unique challenge in the urban population is the urban culture which underlies a fundamental experience of production and consumption for the inhabitants of the city and its users who are at the heart of the capitalist regime in which we live and the mental platform on which it is based; The sea of ​​anonymity and the replication we are surrounded by.

I.DO Ecosystem

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The research process began with mapping the ecosystem I work with, the stakeholders and their challenges and barriers. I distributed a questionnaire titled: Do you want to live in a sustainable neighborhood? The purpose of the survey was to test the neighbors' familiarity with the concept of a sustainable neighborhood, do they think they live in an "sustainable neighborhood"? Do they want to live in such a neighborhood? how they think they can make a change? 54 people answered the survey. Half of them are residents of my neighborhood, Neve Avivim - a neighborhood of over 12,000 people of high socioeconomic status, with a socio-economic index of SES of 10 / 6.9. The other respondents were from other neighborhoods of Tel Aviv and other cities.

I've clustered their answers to the barriers question to 3 main clusters:

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The platform is designed as a channel of communication and public sharing between the municipality and residents. This enables the municipality to support the well-being of residents, as well as to reward them for activities that promote sustainability.

The system features encourages users to connect with one another to create neighborhood events and projects through newsgroups, study groups, and collaborative groups that also comprise equipment-sharing warehouses.


A reward model encourages active neighbors in the network to score and rank people for actions that support the community and the environment leading up to the "King of the Neighborhood" While maintains the privacy of users who are only exposed to their neighborhood residents by choice. 


In addition, the platform includes a local currency-based DO Coins trading scene whereby residents accumulate DO Coins both for daily sustainability actions and volunteer initiatives in the community. 


The network is supported by the WE.DO -Neighborhood Sustainability Center, which serves as a meeting point for neighbors, study groups and exhibitions with a sustainability agenda.


The digital bulletin board aims to make the content and community activities accessible to the public, to map out and highlight places that have adopted sustainability projects, and to create a conversation between residents, as well as between residents and the municipality.

Reward Model

As a 21st century UX phenomenon, gaming is a powerful tool for designers to drive user engagement. By streaming fun game elements to applications and systems that are either instant or irrelevant to users, they are able to drive them to goals. Users enjoy challenges, whether they challenge themselves (e.g., use step-tracking devices) or try to win prizes (e.g., virtual “trophies” for network-based achievement). In addition, game dynamics serve as intrinsic and effective motivation per se, meaning users engage with the system because they want to. The ultimate goal is to make everyday tasks less demanding while encouraging users to be actively interested in achieving goals.

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The personas are based on ethnographic research that includes a survey and in-depth interviews

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 Scenario & Wireframes 

To showcase the potential of the support system I offer on a sustainable neighborhood network and the values embedded in it, I created a movie that tells the story of producing a neighborhood music festival through the four personas' user journeys - some active on the network for several years and one newcomer. The scenarios combine the app, bulletin board and neighborhood sustainable center.

From the scenarios I created the wireframes for the app and the bulletin board:

The I. DO app

Subscribing to the neighborhood network is done by ID number, or any other identifying information that links a person to an address in the city.

The members that the user will see in the app are his neighbors, either by distribution to local authority neighborhoods or by a certain radius from where he lives.

Each user is represented by his name, image, address and rating icon in the system. The SHARE button has been replaced with the DO button to encourage action.

In designing the application interface, I drew inspiration from content-driven applications such as Daily Yoga and MIX, while maintaining functionality and simplicity.

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Interactive Bulletin Board

The interactive bulletin board is the "next step" in the evolution of Tel Aviv billboards. It maintains its iconic cylindrical shape, in addition it rotates to allow a shadow spot at any hour of the day. Uses solar power and also serves as a wifi point and charging for mobile devices.

The design of the posters that embed in the billboards these days and replaced every month, already looks like large buttons inviting touch. Transferring to an interactive digital format will invite new content.

The bulletin board can broadcast different content to visitors and neighborhood residents. For example, an ad for a Nick Kiev concert featuring an instant ticket booking link will be replaced by a neighborhood community-only content when neighborhood residents will pass by.

Members of the I. DO Network will be able to interact with the bulletin board using NFC technology and take action from the bulletin board and not just from the app.

One of the key features of the bulletin board is a neighborhood map from the GIS that displays neighborhood information layers. A new layer will represent the ten points of "One Planet Living" for example, buildings that have solar roofs, community gardens, composts and other recycling facilities will be marked.

Another feature is a neighborhood event log from which neighborhood residents can keep up to date and synchronized with their personal calendar.

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WE. DO Center

The center of sustainability is primarily a physical place in the neighborhood. It can be a temporary building in the neighborhood like the simulated container or an existing building that is used for this purpose. All stakeholders will take part in the content.


The site will serve as a meeting place for newsgroups and study groups or as a community warehouse as well as neighborhood-led neighborhood workshops, an information library on sustainability issues and space exhibitions or marketing exhibits of products and services that encourage "one planet living" lifestyle.

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