• Role: UX Designer
• Scope: Designing Native's B2C experience for calculating carbon footprints and purchasing carbon offsets.
• Timeline: 80 hours
"As business leaders set increasingly ambitious commitments to reduce global greenhouse-gas emissions, a market is developing that can help to achieve them by supplementing companies’ efforts to reduce their own emissions. This is the rapidly growing market for voluntary carbon credits."
Native works with individuals and organizations to develop solutions to their sustainability challenges that reduce greenhouse gas emissions, strengthen businesses, and contribute to environmental progress around the world.
Native’s website is outdated and needs a more user-friendly experience to help individuals better understand Native’s product offerings, and how they can assess and reduce their impact on the environment.
Native made their website more user-friendly for new potential customers by redesigning their website and refreshing their dated brand and look.
There were few direct competitors that had the same business structure as Native (which is both B2B and B2C), however, there were more competitors that offered solely carbon calculators and individual offsets.
easy-to-use carbon calculator
catered to needs of new users
quick checkout process
The survey consisted of 23 users that were interested in reducing their carbon footprint and personal impact on the environment.
I conducted user interviews and a moderated website walk-through to get insights into Native's current website experience. The parameters for participants were adults between the ages of 25-65 who have bought carbon offsets or are interested in buying carbon offsets to reduce their personal environmental impact.
Questions I asked were:
Based on the user research interviews and survey, I synthesized findings and created a persona to refer to through the rest of the design process. The main needs and pain points that the Native website would solve for this persona were related to exploration, digestibility, visualization, and context.
I reversed engineered Native's existing sitemap to create a targeted outline for content creation and ultimately define the scope of the project.
One of the biggest lessons I got from this project was understanding the nuances of designing for a product that's in a specialized space.
Additionally, the more technical challenges I encountered during this project were designing for data visualization, interaction, and engagement with the carbon calculator. All while demonstrating visual consistency across an end-to-end process (from purchase and checkout to confirmation).