Go Green - Digital Sustainability
Introducing Go Green Journey - digital sustainability program
Overview
To shift customers away from expensive, paper-based statements toward digital e-statements — by giving them a motivational factor — reducing operational cost and environmental footprint for one of Pakistan’s largest banks.
Client
United Bank Limited
Year
2023
My Role
Innovation & Product Manager
The Challenge
Even though UBL offers multiple digital channels for e-statements, customers overwhelmingly prefer paper — creating unnecessary cost and waste.
Defining the Problem
Paper Statements issued in July 2023, were 93% for Individual Accounts
Less than 10% of payments are digital
The rest are made through branches, costing millions every year
If we migrate 70% of individual account statement, we can potentially save PKR 25 M per month
How Might We Shift Users to More Sustainable Channel
After 223 interviews, I analyzed the need of motivation and environmental storytelling. Thus introduced
The storytelling must start with “WHY THE USER SHOULD NOT GO TO THE BRANCH”, Thus I defined a calculator
Introducing Go Green - a dynamic calculated Impact
A dynamic calculation based on the above calculation that results in estimated savings of money, CO2, and time.
Users can see “My Impact” and get motivated to stay stick to digital payments only.
User can “Go Green” by subscribing to digital statement and reduce their carbon footprint.
Go Green Journey
Impact Achieved
Total impact seen by Phase 1 in Oct 2023:
389 K customers migrated to digital statements
PKR 17.5 M saved by sending digital statements instead of paper.