Introduction
Tred is an early-stage start-up that helps track, reduce, and offset your carbon footprint by taking everyday purchases and converting them into the amount of carbon emitted
The Objective
The objective of this project was to redesign the current website to increase early access sign-ups for the product from the landing page, promoting their product on their site, build credibility, and educate others on the importance of offsetting carbon.
My Role
My role for this project was to redesign the website by conducting research, wireframing, and finally testing.
My Team
I was collaborating with another designer, two developers, and the two founders on this
project.
Design Audit
The first step to redesigning the website was to perform a UX audit of the current website to uncover what needed to be improved.
current landing page
Key Insights
Key Insights
Weak visual design
The website did not express the vibe of the app very well with its visuals, color, and typography.
Confusing content
The content about the app was not organized and sporadic. Some information was also redundant
Not accessible
There were accessibility issues on the site such as low contrast,
Low Fidelity Wireframing
After performing the audit and understanding what needed to be changed, the wireframing
process was started.
What we included
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More organized content
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Potential visuals - icons/sign up field, buttons
Visual Design
Using the low fidelity wireframes, I began to conceptualize the visual design elements such as color, typography, and imagery needed to best convey the message of Tred.
Color Palette
I chose this color palette since it supports the message of Tred to be environmentally conscious and resembles nature themes.
Typography
Typography pairings were researched to mimic a relaxed, gentle spirit
Imagery
Photography that represents nature and the environment were added to pull in the user
High Fidelity Wireframes
The visual design elements then helped create high fidelity wireframes
Usability Testing
After having the high fidelity wires in place, we decided to test the site with 5 participants. The testing was done through remote moderated sessions. The participants were asked to explore the site and complete 3 tasks.
Key Insights
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Users questions the validity of the app and how the scope of the mission was to be carried out (planting trees to offset carbon)
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Users were unsure about what the CTA was letting them sign up for
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In terms of the subscription service and payments, users were confused about whether they would have to pay for the app or just to offset their carbon
Revisions
CTA was made more clear so users knew they were signing up to have early early access to the app
In progress: Mention that the app is free
Logos of affiliations were added to add credibility
In progress: Add exerpt of planting trees and how that will be carried out
Additional CTA was added at the bottom
Challenges and Next Steps
Some challenges during the project included trying to complete tasks in an organized way, handing off designs to developers, and not being to test with relevant users.
If I were to do this project again, I would try to test my designs with those more inclined to using the app (eco-councious, environmentalists, etc.), and follow an agile process to improve working with cross-functional teams.