A marketplace for sustainable products

1. My role:
UX & Brand Designer

Duration: 3 months, wearing lot of hats:Research, Prototyping & Redesign

UX analysis + Reccomendations

Illustrations & Flyers, Product Photography

2. The Goal & Challenges

•To improve web experience, design, corporate identity

•UX analysis + Reccomendations

•Create simplier interface, that would be easily updatable in the future.

• The challenges: working fully remote due to lockdown

•Further web maintaince might not be included.

3.Defining the problems

Not focusing on the users or potential cutomers and providing value for them: ”Why should they buy sustainable products from Griinbi ?”

•Information overload - too much text and hard to orient

•Missing information about the company

• No FAQ included, could help the visitors to find answers fast

•Low quality images & photos of products

•Leaving meta + alt tags empty, which might lead to poor SEO

•No 404 error page

Old design & photos

Design Process

We have worked with the classical double diamond framework. To shortly sum up the process, we have defined the problem, done research and then moved on to creating mockups and hi-fi concepts for primary use cases. After having a go-ahead from the founders and SEO specialist, we began to test and once we had confidence in the design, I began implementing it into CMS. Besides that, I have helped with taking new photos of their products as they are the important essence in e-commerce.

It was necessary to pay attention to the homepage because that is what users see first and it is the most important one among the touchpoints. We had to find out what they wanted to see there, show them value and considered the most important elements in an e-commerce setting.
A mobile-first approach. Designing pages for smaller screens was high priority in this project as most of the target audience consumes content mainly on mobile devices and discover the website & company through social media like Instagram + Facebook.
Focusing on the users & building a community as it’s all about telling a story to the right audience. Together with the SEO specialist we have started a blog & worked on new IG strategy: Empowering other sustainable startups & Sharing tips and educating about suistanable lifestyle


First I started with a secondary research together with the founders. We have analyzed our competitors, the market and explored different possibilities. In this phase, I have put together and shared Mind-Mapping Insights and Moodboards. Further in time, I have done heauristic evaluation of the website, and also was working with data that we gathered from Google Analytics and heatmaps + video recordings from Hotjar. That helped me to better understand the needs of users, analyze their behaviour, discover the hidden problems and dead ends.

Behaviour analysis GA + Hotjar

  • How do users land on different part of the website?
  • What do they do before and after landing on a page?
  • How do they behave on the website at different journey points?
  • The sequence of different interactions
  • Failing scenairios(high bounce/exits)

Information architecture

Based on the findings and insights, I have reorganized the architecture of the pages, so the users can find what they need much faster. For example FAQ section that has been moved to the home page, so it is more accessible, builds trust and prevents users getting lost while searching for the answers. Together with the SEO specialist, we have introduced a blog page where visitors can read articles about collaborations & other sustainable startups from Denmark. Building a community (not only e-shop) has been part of our strategy, but it was crucial for us to make sure people will not exit at that page and return back to shop. Therefore, I have designed and implemented banners with products that nudges visitors to explore more.

Mobile version


Examples of Product Photography I have taken for Griinbi


Project learnings

1.Seek out feedback early and continually

Though I personally like to receive constructive criticism (I think it's a great way to improve and grow as a designer) I had to learn to give feedback myself without making it personal. Other than that keeping the stakeholders in loop and testing solutions in whatever form as early as possible would save lot of time.

2. Talk like a human & show them value

This might seem insignificant but it's actually very important. Creating emotional connections through storytelling, videos and tone of language is as important as the the overall design, and navigational flow. It can derail a sale or frustrate a user if not done right. Speaking the user’s language and guiding them throughout is essential.