EcoMart - Sustainable E-commerce
Created a shopping experience that emphasizes sustainability and ethical sourcing while improving conversions.
Project Overview
Full e-commerce platform design for a sustainable products marketplace. Redesigned the shopping experience to highlight eco-friendly attributes, transparent sourcing, and environmental impact while maintaining conversion goals.
The Problem
Eco-conscious shoppers struggled to find sustainability information, verify product claims, and understand environmental impact. The existing platform had a 73% cart abandonment rate and low customer trust scores (2.8/5). Users wanted transparency but the complex checkout process deterred purchases.
The Solution
Created a transparent shopping experience with visible sustainability scores, carbon footprint calculators, and ethical sourcing badges. Streamlined checkout from 6 steps to 3, added product comparison tools, and implemented eco-impact visualization throughout the journey.
Design Process
A comprehensive approach to user-centered design
User interviews & surveys (200+ participants)
Competitive analysis
User journey mapping
Low-fidelity wireframes
High-fidelity prototypes
Usability testing (3 rounds)
Design handoff & developer collaboration
User Personas
Understanding our target users through comprehensive research and behavioral analysis
Emma Rodriguez
Environmental Scientist
29 years old
I want to know exactly where my products come from and their real impact
Goals
- Verify sustainability claims
- Compare carbon footprints
- Support ethical brands
Frustrations
- Greenwashing concerns
- Lack of transparency
- Hidden costs at checkout
Behaviors
- Researches products extensively
- Reads all reviews
- Shares eco-friendly finds
David Park
Marketing Manager
42 years old
Convenience shouldn't mean compromising on my values
Goals
- Fast checkout
- Reliable delivery
- Quality eco-products
Frustrations
- Complicated filters
- Slow site performance
- Limited product info
Behaviors
- Shops during lunch breaks
- Mobile-first user
- Subscribes to favorites
Aisha Patel
Yoga Instructor & Mother
36 years old
I'm buying for my family's future, not just today
Goals
- Safe, non-toxic products
- Educational content
- Community connection
Frustrations
- Unclear ingredient lists
- No product comparisons
- Lack of parent reviews
Behaviors
- Reads every product description
- Joins community forums
- Values expert recommendations
Low-Fidelity Wireframes
Early-stage wireframes focusing on structure and user flow
User Journey Flow
Visualizing the user journey from start to finish with data-driven insights
Usability Testing
Data-driven insights from real users validating design decisions
Task Completion Improvement
Key Findings
Sustainability scores increased product page engagement by 67%
Carbon footprint calculator was most-used feature (81% usage rate)
Simplified checkout reduced abandonment from 73% to 45%
Product comparison tool increased AOV by 22%
Trust badges improved conversion by 29%
Filter by 'eco-certifications' was #1 requested feature
User Feedback
"Finally, a platform that shows me the full environmental story!"
— Emma R.
"The checkout is so much faster now, and I love seeing my carbon savings"
— David P.
"I can trust these products are really eco-friendly"
— Aisha P.
"Would love to see more local options in the filters"
— Beta User #23
Final Designs
High-fidelity screens showcasing the complete user experience
Measurable Impact
Data-driven results that demonstrate the project's success and business value.
Conversion Rate
Average Order Value
Cart Abandonment
Customer Retention
Results & Impact
Conversion rates increased by 34%, average order value grew by 22%, and cart abandonment dropped by 28%. Customer retention improved by 45%, and trust scores rose from 2.8 to 4.5/5. The sustainability score feature was used by 81% of shoppers and became a key differentiator.