Incentivising homeowners to consume less energy through a gamified smart home ecosystem.
"Create a home that takes care of the people inside it and the world around it."
Smart home technology is no longer a novelty — it's rapidly becoming the standard. Since the Nest thermostat debuted as the first internet-based smart home device in 2011, the ecosystem has expanded dramatically. In 2019, Google merged all its smart home products under the Google Nest brand, creating a cohesive suite that controls everything from door locks and thermostats to lighting, sound, and security cameras.
With Google's ambitious goal of achieving net-zero operations by 2030, the opportunity to align their smart home ecosystem with sustainability is massive. The Earthification concept proposes a gamified energy rewards system that turns everyday energy savings into a compelling, rewarding experience — empowering consumers to lower their carbon footprint while staying engaged with the Nest ecosystem.
Owned by parent company Alphabet Inc., Google is the second most valuable brand in the world. Its multi-sector structure creates a powerful network of data, research, and growth — making Google uniquely positioned to lead the intersection of smart home technology and climate action.
The smart home market was valued at $115.67 billion in 2022 and is projected to reach $195.20 billion by 2026. With over 200 companies — including Google, Amazon, and Apple — adopting the MATTER communication standard, device interoperability is accelerating. Combined with 5G capabilities, the conditions are set for exponential smart home growth.
The smart thermostat category is the most popular smart home device, outperforming over 20 other device types. But competition is fierce. Google Nest faces established rivals all vying for dominance in the connected home space.
To stay ahead, Google Nest needs more than incremental hardware improvements. They need to capture consumer interest through technology and mindset — shifting the value proposition from convenience alone to purpose-driven living. The core challenge: how do you motivate millions of homeowners to actively reduce their energy consumption when the default behavior is passive?
These generative questions framed the design challenge: building a system where sustainability isn't a sacrifice — it's a reward.
The process began with deep ecosystem mapping across four dimensions — Stakeholders, Motivations, Technology, and Opportunity — to understand the full landscape of the Google Nest smart home environment and identify where sustainability interventions would have the greatest impact.
From this research, four strategic concept pillars emerged under the "Earthification" framework:
A detailed persona was developed to ground the design decisions in real user behavior:
The Google Nest ecosystem was mapped across products and services to identify touchpoints for the gamification layer:
The Earthification concept delivers a gamified energy rewards program built directly into the Google Nest ecosystem. By leveraging the suite of Nest products and services already in homes, the system tracks energy usage in real time and transforms conservation into an engaging, social experience.
Google has been carbon neutral since 2007 and is committed to net-zero emissions across all operations and value chain by 2030. The Earthification concept extends this commitment directly into the consumer experience — flipping the script so that consumers control and benefit from eco-friendly commitments while being rewarded for their participation.
The incentives given through the rewards program motivate consumers to be more mindful of their energy consumption. Users earn points, collect badges, compete with friends — staying engaged and motivated while genuinely lowering their carbon footprint. It's sustainability that doesn't feel like sacrifice.
By embedding purpose into the product experience, Earthification positions Google Nest not just as a smart home platform, but as a force for climate-positive living in every home around the world.