Monolite: An Interactive exhibit for public engagement
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Monolite: An Interactive exhibit for public engagement
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March 2022
Green Story Website
UI/UX | Redesign | Branding
Green Story website did not effectively communicate the company's vision. It lacked clarity about the company's purpose, target audience, and the benefits offered. Additionally, it did not thoroughly showcase the range of solutions provided by the company.
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This project was a joint effort with the marketing team, where my role was to communicate the vision and highlight the offerings in the best way possible.
Overview
Green Story's vision is to empower 1 billion consumers to know their impact and make choices that are better for the planet and the generations to come. They do that by partnering with leading fashion brands to help them understand their supply chain data and calculate their product footprint.
Green Story's range of solution aims to meet the needs of clients at all stages of their sustainability journey. One of the defining factor for the website's content and structure was to ensure this message was clearly highlighted.
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To achieve this, we analyzed the users' journey and identified how Green Story's solutions address the gaps along the way. We focused on clarity, relevance and structure to help users not only identify the solution that works best for them but also possibility of utilizing more than one.
Stages of sustainability journey
New to the space
Just started out with a goal to create sustainable clothing.
Unorganized data
Been in the space for a few years, but supply chain data is scattered and unorganized.
Everything in place
Complex yet organized supply chain data.
Missing information
There is some available data, but there are gaps and missing information
Challenge
Lack of clear narrative
A disconnected external narrative and journey for existing and prospected customers: brand identity is different on the emails customers receive. Multiple solutions took users to different sites with different visual language. Users were confused what "exactly" did Green Story offer.
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Research & Analysis
Gathering insights from users
To gather more qualitative data about our user's motivations, pain points, and needs, I interviewed 5 of our existing clients who had experience using the website.
Insights:
​It’s very confusing to see two websites. 2 brand identities, 2 narratives… Are you planning to incorporate them all into one unique narrative?
- investor
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Green Story is the authority in the LCA space, that’s why we want to work with you. We didn’t know you had a carbon offsets platform!
- Client
Alignment with the vision and clarity of content
In collaboration with the marketing team, we revisited the vision to ensure the diverse solutions were unified under a single, cohesive umbrella. Once the vision was in place, the site's content was updated. 70% of this part was done by the marketing experts, my role was to provide insights and direction to the flow.
Updating the theme of the site
Given this was a second iteration to the website, it required a complete makeover to look clean, fresh and welcoming. I did a competitive research on the trends and design style, followed by an analysis on how can we stand out.
This lead to one simple yet complex (behind the scene) solution:
To create one cohesive and unique destination for the users
Information architecture
DEFINE
User Persona
PERSONA 1
Thoughts
It’s difficult to achieve Science Based Targets without including an offset strategy, and contribute to lowering the industry’s footprint and negative impact.
- Maria | Sustainability manager
Toronto, Canada
Passionate
Environmental
conscious
Willing to learn
Growth oriented
Strong headed
Marion is 40, has worked as a consultant in sustainability and comes from an experience of 10 years in the fashion industry (so understands the space very well). She became sustainability manager/ ambassador due to her passion. When it comes to supply chain mapping, she usually don’t know much but is willing to learn.
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Fear of making sustainability claims: risk of greenwashing, causing reputational damage to the company
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Struggling to support marketing to communicate data and science based facts and the progress of the company
Goals
Frustrations
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To make their supply chains better and make greener choices when sourcing materials
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Want to understand which are the improvement areas, run hotspot analysis, fully understand and know their impact.
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To achieve net zero goal for the business and align with science based targets
PERSONA 2
Thoughts
As a brand we struggle to gather, understand and credibly show the environmental performance of their products.
Lara | Creative Lead
Amsterdam, Netherlands
Conversationalist
Outspoken
Bold
Vibrant
Passionate
Lara, 34 has worked in the fashion space in marketing roles for several brands since the beginning of their careers. Have seen the transformation from traditional marketing to digital marketing. Understands both the growth/ acquisition aspect and branding (data and comms). She is most likely new to sustainability but are willing to learn more. She loves fashion and is a good story teller.
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How to tell a green story that is authentic and as transparent as possible to avoid greenwashing and give piece of mind to management
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How to translate sustainability data and business sustainability performance in marketing messaging that is easy to understand for the audience
Frustrations
Goals
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To tell their brand story and their values in the most engaging and coherent way across all platforms and differentiate their brand (brand awareness)
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To boost sales, customers engagement and loyalty (sales)
Reads blogs and articles on environmental concerns
User Flow
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Establishing navigation to enable users to reach user goals once they've landed on the platform.
PROTOTYPE & DESIGN
Design System
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The design system is created keeping in mind the cause, the target audience and the impression we aim to create in the minds of the consumers.
Green Story uses analogous color scheme to create a calm and unified design. It transmits a sense of knowledge, but not too much excitement. We use three colors as are primary colors and the rest as secondary colors
Green Story: Redesign
The Website was redesigned to give a fresh look to the growing brand and unify different solutions under one umbrella.
Old design
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Redesign
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