Handprint
Redesigning the marketplace to build trust and credibility
01 Overview
I led the redesign of the impact marketplace feature, addressing clients' greenwashing concerns and creating a more intuitive and trustworthy experience
product design
UX DESign
introduction
Handprint serves clients by offering impact projects to pledge as part of their companies ESG initiatives. However, self-service experience in current marketplace led to clients confusion and low recurring purchases.
To address this, I led the redesign focusing on transparent and intuitive experience, nudging pragmatic and purpose-driven clients to purchase and make impact.
To address this, I led the redesign focusing on transparent and intuitive experience, nudging pragmatic and purpose-driven clients to purchase and make impact.
my role
I led the research, conceptualization and design, user testing and developers hand-off.
I've collaborated with Product Manager, Impact Officer and Content Strategist between October to December 2023.
The feature was launched on January 2024
The feature was launched on January 2024
user & business goals
User goal - Intuitive and meaningful way to pledge to an impact project
Business goals - Build trust, increase revenue and recurring purchase, increase market share
Business goals - Build trust, increase revenue and recurring purchase, increase market share
02 problem
85% of projects left underfunded
Based on our data, we've observed numbers of clients concentrate their pledges on the same featured projects, leaving the rest underfunded.
Combining insights from data analytics (Mixpanel and Hotjar) and user interviews, I’ve broken down the problems:
Combining insights from data analytics (Mixpanel and Hotjar) and user interviews, I’ve broken down the problems:
85% of the projects were difficult to navigate
Clients reported difficulty in navigating, filtering and comparing projects that align with their company ESG.
75% users felt confused and uninspired with the project details
Confusing figures, terminology and lack of meaningful details about the project background and goals put off clients trust
Fear of greenwashing
Clients did not trust the projects will deliver because they couldn't see updates and progress towards completion of the project.
Unfulfilling post-purchase experience
Clients had to do the long way to share their impact like taking screenshots without meaningful engagement to their customers.
03 the process
How might we make it easier for clients to pledge to an impact project with informed decisions so we can increase revenue and build trust?
Framing problems as opportunities
Since we have tons of inputs from clients, data analytics and impact resources, I worked closely with Product Manager and Impact Officer to scope potential solutions to reach the desired outcomes using opportunity-solution tree.
To achieve desired business outcomes, we focused on delivering the following product outcomes:
- Increasing conversions in Marketplace
- Increasing share click-through rate
- Increasing NPS
Potential solutions for seamless first purchase experience
Overview of user journey from browsing projects to post-purchase engagements
Testing assumptions and experiment with solutions
Then I created rapid multiple prototype iterations in order to quickly test our solution assumptions with users.
I've identified the top 3 important criteria clients look for when deciding to pledge to a project :
I've identified the top 3 important criteria clients look for when deciding to pledge to a project :
- Project location and area
- Progress and milestones
- Supported Sustainable Development Goals (SDGs)
04 the solution
Focus on helping clients find information that align with their preference and ESG goals
I broke down to 3 design goals to focus areas for the redesign:
Intuitive
Projects in marketplace should be easily navigated hence increasing user engagements
Transparent
Clear and easy to understand information that essential to a project ESG goals, fostering trust and credibility
Shareable
Make it meaningful for clients to communicate their pledge , increasing brand awareness and acquisition
Interactive Map
A better way to discover
I introduced an interactive map, inspired by Airbnb allowing overview look on the project and the summary that includes key criteria to help clients browse through project seamlessly
Clients were looking to compare different projects hence I designed filter, search bar and sorting for quicker browsing experience.
In addition, I added favorite feature so clients can quickly access to the projects for recurring purchase.
Clients were looking to compare different projects hence I designed filter, search bar and sorting for quicker browsing experience.
In addition, I added favorite feature so clients can quickly access to the projects for recurring purchase.
Impact marketplace with intuive features was inspired by Airbnb’s intuitive map interactions
project detail page
Why this project matters
I've leveraged the data and information gathered from impact partner to create a clear and concise summary of the project for users.
This summary highlights the project's goals, progress, impact on the Sustainable Development Goals (SDGs), and benefits.
Additionally, I've incorporated responsive tabs to provide users with the flexibility to learn more into specific details at their own pace.
This summary highlights the project's goals, progress, impact on the Sustainable Development Goals (SDGs), and benefits.
Additionally, I've incorporated responsive tabs to provide users with the flexibility to learn more into specific details at their own pace.
“I love it! It’s easier for me look for the right information anyway I want to”
Informative hierarchy and intuitive navigation empower clients to make informed decisions
Rich information about the project that is digestible and accessible via tabs
Background details to tell story that connects emotionally with clients
easy to understand
Simplifying impact for everyone
Communicating ‘impact’ to simpler laymen terms wasn't easy. I collaborated closely with Marketing and Content team to improve the copywriting making sure we use equivalent terminology that people can relate easily.
Ultimately, client can share their impact by communicating in customers carbon offset frame of reference, boosting engagement.
Ultimately, client can share their impact by communicating in customers carbon offset frame of reference, boosting engagement.
Example: Planting 50 mangrove trees is equivalent to offsetting CO2 from 1000 cars
Shareable impact contribution card post-purchase to boost engagement
post-purchase
Meaningful way to engage with stakeholders
When clients purchase impact contribution, they expect to see the next steps of what they can do with their impact.
Aligning with handprint brand promise of engaging stakeholders with impact, I designed shareable card they can share on social media and shortcuts to other features that allow them to track project milestone and engage with their stakeholders.
Aligning with handprint brand promise of engaging stakeholders with impact, I designed shareable card they can share on social media and shortcuts to other features that allow them to track project milestone and engage with their stakeholders.
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I designed the post-purchase experience to guide client on the next steps
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I created a user-friendly dashboard for clients to track the progress their contributed project
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Shareable photos, videos and articles for clients to communicate their impact
UI and design system
Cohesive look and feel for the rebrand
Working with Marketing and Content team, I ensured a consistent design across the software and website
Key principles taken into account:
Key principles taken into account:
- Consistent with the new brand identity (colors, fonts, etc.)
- Used professional icons instead of emojis for a more trustworthy feel
- Responsive layout on different viewport
- Scalable and easy mainetanance for our website, mobile app and web app
Before and after redesign with new design system
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Examples of iterations on card components
Examples of components created using untitledUI as base
05 the impact
Client satisfaction with the new experience (NPS) has increased by 90%.
Although loved by our clients, however, conversion rate has not been significantly increase.
We found that some clients only buy impact products quarterly, and in many cases, big enterprises purchased impact directly in sales cycles, bypassing the need for a marketplace.
I believe with a strong marketing push to promote the marketplace, we can see a significant increase in conversions over time.
We found that some clients only buy impact products quarterly, and in many cases, big enterprises purchased impact directly in sales cycles, bypassing the need for a marketplace.
I believe with a strong marketing push to promote the marketplace, we can see a significant increase in conversions over time.
06 the learning
What did I learn?
Because of limited expertise in data tracking, we missed out important insights to derive conclusions on the redesign properly.
Today, I would like to approach few things differently
Today, I would like to approach few things differently
- Pair more insights from quantitative data and user interviews so we test all assumptions especially when it comes to user needs
- Re-evaluate market need and competitors research to explore competitive solutions
- Collaborate with data analytics to define measurable key metrics for critical user journey
CREDITs
PRODUCT OWNER - Martin Lurand
impact officer - cheila ameilda
marketing & content - maria jose malpartida
customer success - mimi nguyen
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Let's build