There is a tectonic shift happening. It’s subtle, but you can hear the rumble all around, if you listen closely. More people are realising that society’s current trajectory leads to a dead end. “Growth” as the all-encompassing driver pushing humanity forward has lead us to overuse our planet’s resources by at least 50%. But we are re-examining why we do things, and a new goal is emerging. Sustainability – we give as much as we take, we look for balance. For Usability this changes nothing: we’re still applying the same methodologies and using the same tools. Only now we’re doing it with purpose – and that changes everything. This talk illustrates just such a shift via the journey of Ecosia – the search engine that plants trees. A unique behind-the-scenes look into what purpose can do for a company and the user experience it sets out to create.