Overview
GROW MY TREE becomes Impact Hero: A full brand transition from a tree-planting platform to an ”impact-tech” business offering a wider range of impact products.
As the lead designer I was responsible for user research, art direction, UX/UI design and Webflow development.
Team
Solo Designer
1 Head of Product
2 Engineers
Tools
Figma & Webflow
Adobe Suite
JIRA & Asana
Timeline
December 2022
December 2023
Project Goals
We established three clear goals and phases for the project. Once the rebranding was ready, the focus was to build an MVP to launch the brand to then build upon the initial version.
Rebranding
Redesign the brand & business identity in order to reflect the expansion from tree-planting to other impact products.
Website Dev
Create a new website that effectively communicates Impact Hero's value proposition and enhances lead capture.
Product
Develop scalable product automations and seamless integrations with other applications and tools.
Competitor Research
While a large number of tree-planting companies are emerging in Germany, there isn't a comprehensive approach to impact products in the country.
Learnings from customers
Customer journey map
Key Insights from research
Business Model
Impact items should be more relevant to our customers’ use cases and industries.
Branding
Current identity is not bold enough to stand out from the fierce competition.
Website
Should communicate impact in a clear way and showcase more updates from the ground projects.
Product
Need to speed up certificate delivery process; innovation and tech-related features are lacking.
Visual Identity
Inspired by the UN SDGs, the directive was for the visual identity to be bold and include bright colors to set itself apart from competitors.
Color Palette
A supplementary set of colors where each color represents an impact product
Typography
UI Components
Yes, and this is the FAQ answer.
Site structure
Based on the analysis and business goals, a new application structure was developed. Initially, it had a limited number of features but has been continuously growing and evolving ever since.
Wireframes
Final Designs
The website design is rooted in thorough research, which shows importance of a bold brand identity, highlights the need to streamline communication about sustainability and provides easy to implement impact solutions.
Homepage
Incorporating both emotion and trust, we present our seven products in action through a captivating video. Our solutions are backed by success stories, while our global presence is showcased via an interactive map highlighting our project partners and their narratives.
Transparency Page
Turned out to be one of the most important pages of the website, as research showed users needed more information about our impact partners and products.
Product Pages
We developed a replicable template for our seven impact products, featuring didactic explanations for each item. This approach ensures users can connect with the emotional aspect of our offerings while gaining a clear understanding of their technical aspects.
Onboarding page
Customised page for users to redeem their tree-planting certificates and visualize the company's impact.
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Tree planting widget
Automated tree-planting upsell strategy where customers buy trees and instantly receive a certificate in their e-mail.
Tree gifting portal
A B2B2C solution where employees can choose between single gifting and multi gifting of pre-paid trees.
Results
The strategy of starting with a focused set of features and gradually expanding the website & product proved successful.
With high user engagement, satisfied customers, and a growing user base, the website met the goals established and achieved the following metrics:
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