Information technologies promise to make products and services more efficient and sustainable, yet the ICT industry has a substantial ecological footprint that is only expected to grow. This calls for actions beyond improving product efficiency. To this end, we explore whether demand for data can be moderated by encouraging ‘sufficient’ usage. We combine behaviour change theories with a critical design approach and conduct a Research through Design exploration of online consumption speculating about possible directions for reducing data use. Partnering with an internet service provider, we designed and tested with end users a set of three provotypes embodying data-sufficient design directions. We reflect on the results to argue that across the entire system of stakeholders, there is insufficient awareness of the environmental impact of data technologies. Further, we conclude by highlighting that contrary to the belief that interventions aimed at reducing consumption harm user experience, our results show that moderating data intake might actually even improve it.@en