Tupi - Making sustainable habits stick (Duolingo-style eco actions)

Role: Co-founder & Product (PRD, metrics, experiments) - now operating solo • Old team: 1 designer, 8 engineers • Timeline: Apr–Nov 2024 (closed beta) - present

Turn small eco actions into a fast daily loop (streaks, quests, micro-teams) and prove habit formation without guilt or complexity.

1) Context & Problem

Students and young workers want to act but drop off after 1–2 weeks. Existing apps feel preachy/complex; WhatsApp groups lose momentum.

Problem statement: How might we convert intent into a 4-week habit without guilt or complexity?

Problem statement: “How might we convert intent into a 4-week habit without guilt or complexity?”

2) Users & JTBD

• Léa (22, student): When I start an eco challenge with friends, I want easy daily prompts so I can keep going without overthinking.
• Noah (25, first job): When I try to reduce my footprint, I want simple swaps and light social pressure so it sticks.
• Thomas (23, sales): When I compare myself to big actors, I still want to see my own impact and progress clearly.

3) Solution snapshot (MVP)

Core loop: Prompt → Action → Proof → Score → Feedback → Streak

Actions: one-tap validations (took stairs) + parameterized actions (travel: bike / walk / public transit; size: S/M/L). A scoring engine computes kgCO₂e saved (with uncertainty band) and EcoPoints; daily caps prevent gaming.

Progression: challenges (daily/weekly), badges/titles, leaderboards (daily/weekly/monthly) with matchmaking so users see peers “like me”, friends quests.