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My  research encompassed qualitative and quantitative methods to understand challenges in finding sustainable products online. Initially assuming accessibility as the main issue, we discovered deeper pain points. Users not only struggled with discovery but also harbored substantial doubts about sustainability claims due to "greenwashing." Quantitative data confirmed extended search times and the pivotal role of trust in decision-making. This shifted our focus towards enhancing both product availability and trust verification mechanisms on the platform. These insights directly informed the design of a responsive website, ensuring seamless user experiences across devices while prioritizing transparent information and credibility verification.aih

Pain Points

Personas


Jack is an environmentally conscious consumer who needs a platform, which is easy to navigate has trust-building mechanisms, and showcases cost-effective, eco-friendly options, Because he would like to make more responsible consumer decisions when shopping online.

Sarah, an online shopper, who is skeptical of sustainability claims after falling prey to "greenwashing" on previous platforms. Hoping to streamline her search, she needs a platform who will provide detail and transparency regarding the sustainability claims of its products

Jack is an environmentally conscious consumer who needs a platform, which is easy to navigate has trust-building mechanisms, and showcases cost-effective, eco-friendly options, Because he would like to make more responsible consumer decisions when shopping online.

Sarah, an online shopper, who is skeptical of sustainability claims after falling prey to "greenwashing" on previous platforms. Hoping to streamline her search, she needs a platform who will provide detail and transparency regarding the sustainability claims of its products

Paper wireframes


The quick ideation consisted of producing the main function pages of the app which is a seamless checkout function for buying products

Digital wireframes

Prototype

Usability Studies

The unmoderated usability study involved a user-centered approach, focusing on observing participants as they interacted with the app, and completing various tasks related to product search, selection, and checkout. This approach provided valuable insights into user behavior, preferences, and challenges, allowing for an in-depth understanding of the app's strengths and areas that require improvement.



Round 1 findings


  • Positive user feedback on sustainability verification badges, enhancing trust in eco-friendly products.

  • Clarity and ease of the checkout process received positive comments, contributing to a seamless experience.

  • Participants suggested enhancing the filtering functionality by adding more advanced sorting options for refined product searches.

Round 2 Findings


  • Users accessing the app on smartphones mentioned excessive vertical scrolling on product detail pages.

  • Participants emphasized the significance of user reviews in their decision-making process.



Design Changes

Updating the organising functions from the usability study to mockup and hi fidelity prototypes improved the user experience (eg., adding a menu button).

Before usability study After

Before usability study After

Updated the product page of the interface was also a main actionable change for the user to gain more insight and information about the product and what sustainability features that is offered 


Prototype

Accessibility Considerations

Updating the organising functions from the usability study to mockup and hi fidelity prototypes improved the user experience (eg., adding a menu button).

High contrast colour combinations for text and background elements this addresses accessibility for visual impairments

Utilising easily readable fonts with sufficient size for aging population

Utilizing consistent and predictable layout Patterns  

Site Map

The goal of the responsive website is to create a user-centric platform that facilitates sustainable shopping by offering a curated selection of eco-conscious products across various categories. The website aims to address the challenges users face in finding trustworthy and sustainably sourced items online. Through transparency, verified information, and personalized recommendations, the platform seeks to empower users to make informed, environmentally conscious purchasing decisions while ensuring a seamless and accessible experience across different devices and user abilities.

Responsive Website

The goal of the responsive website is to create a user-centric platform that facilitates sustainable shopping by offering a curated selection of eco-conscious products across various categories. The website aims to address the challenges users face in finding trustworthy and sustainably sourced items online. Through transparency, verified information, and personalized recommendations, the platform seeks to empower users to make informed, environmentally conscious purchasing decisions while ensuring a seamless and accessible experience across different devices and user abilities.

Next Steps


Conduct another usability study to identify micro-interactions that need to be updated

  • Iterate design to improve on other community-building features of the app 

  • Develop more of a Brand identity and collateral to add to the visual appeal and marketing of the app and business

Take aways

This Project enabled me to me identify how important it is to research information about particular subject (sustainable niche) and the role that plays in making content accessible for that community, Including accurate information and adapting it in an accessible way for the user.



Thank you for your time and for reviewing my work it is much appreciated.