EcoBundle

EcoBundle is a Gateway to Sustainable Living and a beacon of hope for both eco-conscious individuals and local businesses. Bridges the gap between sustainability-minded shoppers and community-driven enterprises. Facilitates ethical consumption and fosters vibrant local economies and promotes a greener future for all.

My Role: Project Manager, UX, UI

Project Type: Mobile app

Year: 2024

Problem statement

There's a growing demand for a digital solution to support local businesses and eco-friendly products, within the food and beverage industry. The EcoBundle e-commerce application will help environmentally conscious consumers connect with local small businesses to explore & purchase new products.

Understanding the problem

One of the primary hurdles for consumers is the lack of accessibility and visibility of eco-friendly options. Many consumers struggle to find these products in traditional retail environments, where conventional goods often dominate the shelves. Additionally, there may be confusion or skepticism surrounding the authenticity and sustainability claims of products, making it difficult for consumers to make informed choices.

Local businesses face challenges in promoting their eco-friendly offerings effectively. Limited marketing budgets and resources may hinder their ability to reach and engage with environmentally conscious consumers. Furthermore, these businesses may struggle to compete with larger, more established brands that have greater visibility and marketing power in the marketplace.

Both consumers and businesses may encounter logistical challenges associated with eco-friendly products, such as higher production costs, limited supply chains, and difficulties in scaling operations to meet growing demand. These factors can create barriers to entry for businesses and result in higher price points for consumers, further complicating the adoption of sustainable practices.

Process

User research
Competitor Analysis
Information Architecture
User Flows
Wireframes
Solution

Survey Insights

Our target audience highly values eco-friendly solutions and community impact, demonstrating a strong preference for environmental and sustainable food products.They favor online platforms for information and purchases, with a significant portion of this audience being Gen Z aged 20-30.

However, there are challenges such as a lack of awareness, higher costs of eco-friendly products, and inconvenience in accessing these products, highlighting the need for better communication and education on sustainable practices.

Survey Questionnaire

User Needs

Environmental and sustainable food products are significant concerns for the target audience, indicating a strong desire for eco-friendly solutions and practices.
Community impact is another important factor, suggesting that users value products and services that contribute positively to their local communities.

User Preferences

There is a clear preference for using online platforms, indicating a high likelihood that the target audience prefers digital channels for accessing information and making purchases.
The data suggests that Gen Z, specifically those aged 20-30, comprise the primary target audience, highlighting the importance of catering to the preferences and behaviors of this demographic segment.

Pain Points

There is lack of awareness on environmental and sustainable topics, and eco-friendly products. It indicates that there are gaps and challenges for the users to access eco-friendly food products and community impact initiatives.
Effective communication and educational practices are tough to address in order to empower the target audience to make more informed choices. General information on sustainable and environmental practices is missing from both perspectives (consumers and sellers).
Eco-friendly products can be pricey for individuals with a lower and mid level income salaries. Consumers need to constantly travel to find the more relevant eco-friendly products.

70%

of consumers globally are willing to pay a premium for eco-friendly products

User insights

User personas

Odessa | Owner of “Farm Fresh Organics”

Demographic: Female aged 38
Background: Odessa grewed up on a family farm that practiced organic agriculture. She inherited her passion for sustainable farming practices and decided to open “Farm Fresh Organics”, a farm-to-table restaurant and market.
Motivations: Odessa is dedicated to promoting organic agriculture and providing customers with fresh, nutrient - rich food that is free from harmful pesticides and additives. She believes in importance of supporting local farmers and preserving the environment for future generation.She values Organic farming, local farmers and healthy living.
Preferences: Odessa sources majority of her ingredients from her family farm and other local organic farms. She prioritize seasonal production and minimally processed foods to showcase the natural flavours and nutritional benefits of organic ingredients. She planned cooking classes and farm tours to engage customers and promote deeper understanding of food actual source.

Thinks

Odessa experiences a sense of pride and fulfillment in promoting organic agriculture and supporting local farmers.
She enjoys fostering connections with her customers and educating them about the benefits of organic, locally sourced food.
Odessa thinks cooking classes and farm tours will inspiring others to make more informed food choices.

Says

I am passionate about promoting organic agriculture and supporting local farmers.
It's important to me to provide customers with fresh, nutrient-rich food that is free from harmful pesticides and additives.
I want to showcase the natural flavors and nutritional benefits of organic ingredients through my restaurant and market.
I believe in the importance of educating customers about where their food comes from and how it's produced.

Feels

Odessa feels a deep sense of connection to the land and her family's farming heritage.
She experiences satisfaction and fulfillment when she sees her customers enjoying fresh, organic meals and learning about where their food comes from.
Odessa may feel frustrated by the challenges of running a sustainable business in a market dominated by conventional farming practices

Does

Odessa sources the majority of her ingredients from her family farm and other local organic farms.
She carefully selects seasonal produce and minimally processed foods for her restaurant and market.
Odessa plans cooking classes and farm tours to engage customers and deepen their understanding of food sourcing and production.
She actively promotes sustainable farming practices and supports initiatives that preserve the environment for future generations.

Gabriel Moncores | Health-conscious

Demographic: Male, 20-30
Background: Gabriel is Health Enthusiast Yoga Instructor. Gabriel leads active and health conscious lifestyle and balancing work commitments with social activities and fitness routines.
Motivations: Gabriel is health conscious. he prioritizes his health and well-being above all else. He seeks out organic food because he believes it offers superior nutritional value and is free from harmful pesticides and additives. He chooses organic food products because he believes they are safer and healthier.
Values: Sustainability, health and holistic wellness
Shopping Habits: He prefers buying organic products at local farmer’s markets and health food store to support small businesses that prioritize eco-friendly practices. He gravitates towards products with minimal packaging, organic ingredients and sustainable sourcing.

Thinks

He enjoys the health benefits and peace of mind that come from consuming organic food.
Gabriel values the community and connections he builds through his involvement in the health and wellness industry.
Gabriel values authenticity and transparency in the companies and products he supports.
Considers the long-term sustainability and durability of products before making a purchase.

Says

I prioritize my health and well-being above all else.
Organic food is important to me because I believe it offers superior nutritional value and is free from harmful pesticides and additives.
Supporting small businesses that prioritize eco-friendly practices is important to me.
I prefer products with minimal packaging and sustainable sourcing.

Feels

Gabriel experiences a sense of pride and satisfaction when he supports local businesses and farmers who prioritize eco-friendly practices.
Gabriel feels a sense of fulfillment and well-being when he makes choices that align with his values of sustainability and health.
He may feel frustrated or disappointed when he encounters products or brands that do not meet his standards for eco-friendliness and quality.

Does

Gabriel shops regularly at local farmer's markets and health food stores.
He spends time researching products and brands to ensure they align with his values of sustainability and health.
He engages in yoga and other fitness routines to maintain an active lifestyle.
Gabriel participates in social activities with friends and colleagues, balancing work commitments with his personal life.

Gina Black | Green-minded

Demographic: Female aged 20-24
Background: Gina is an outdoor enthusiast who enjoys hiking, camping and spending time in nature. She spends lots of time outdoors and values natural beauty and environmental conservation. She believes in the importance of protecting the planet for future generations and seeks out personal care products that reflect her love for nature.
Motivations: Gina is motivated by her connection to the natural world and wants to use products that are gentle on both her skin and the environment. She values transparency from brands and looks for products that prioritize sustainable sourcing, packaging, and production methods.
Preferences: Gina look for products that are cruelty-free, ethically produced, and free from harmful chemicals. She prefers personal care products made from natural and biodegradable ingredients. She seeks out brands with eco-friendly certifications and packaging made from recycled materials. She appreciates brands that support environmental causes and give back to conservation efforts.

Thinks

Cares deeply about the environment and wants to make a positive impact.
Feels a sense of responsibility to choose products that align with her values.
Wants to feel confident that her choices contribute to a healthier planet.

Says

I want to support brands that share my values of sustainability and environmental conservation.
I prefer products that are gentle on my skin and the planet.
It's important to me that brands are transparent about their sourcing and production methods.

Feels

Feels overwhelmed by green washing and unclear labeling.
Frustrated with companies that prioritize profit over environmental responsibility.
Concerned about the long-term impact of unsustainable practices on the planet.

Does

Gina researches brands and products before making a purchase.
She chooses products with cruelty-free and ethical labels.
Gina supports brands that actively participate in conservation efforts.
She advocates for sustainable living and encourages others to make eco-conscious choices.

Competition research

Our problem statement in multi-faceted. Currently, there is no apparent, stand-out, singular, e-commerce solution that connects local businesses selling eco-friendly products, with environmentally conscious consumers. Different websites and apps, address specific aspects of the statement, and not all aspects at once.

The competitive analysis helped us evaluate the strengths and weaknesses of the competitors' products or services to identify opportunities and threats that can inform our design and strategy. The following companies offer similar products or services to our target audience. It also gave us a better understanding of the eco-friendly product landscape by identifying best practices, industry standards, and finding gaps or opportunities for differentiation.

Amazon

Amazon.com is the #1 e-commerce site, dominating in the sector. For our competitive analysis, Amazon.com is essential to evaluate, understand, and determine which features are contributing or hurting their success.

User base

89% of users prefer Amazon over other e-commerce.
50% users have children
Over 45 yrs old account for more than half of ally users.
61% have university degrees
70% of high-income household have prime memberships.

Key geographies

Accounts for 34.7% of all e-commerce sales
USA is the number one customer
Operates in 13 different countries
Ships to 100 different companies
Prime is in 23 countries

Doordash

Doordash.com occupies the specific niche of connecting local food with local customers, relating to our problem statement. With their dominance in the food delivery market, analyzing their UX will prove helpful for our product development.

User base

Target demographics tend to be in the younger adult segment, with 34% of consumers aged 18-24 using food delivery apps, and 30% of those aged 25-34
60% of millennials want restaurants to use technology to make it easier to order and enjoy meals
Socially conscious and aware, and keen to support local businesses and community empowerment initiative

Key geographies

66% of all food delivery customer base.
1.7 million in Canada, 896,000 in Australia, 76,800 in New Zealand, and 44,800 in the United Kingdom. The total number of users in other countries is 304,000
90.48% market share in the United States' food delivery market

Grove.co

Grove.co operates on a smaller scale which is hard to analyze their true impact. Their product line related directly to the environmental conscious consumers.

User base

Eco-conscious consumer including concerned with plastic waste, toxic substances, and sustainability practices.
Online-shoppers are the primary users of the service.

Key geographies

6 key locations: Portland, ME; San Francisco, CA; St. Peters, MO; Elizabethtown, PA; Reno, NV; and Los Angeles, CA.
Currently only ships within the contiguous US

UX/UI audit

Insights

Customers want an easy and efficient shopping experience: Create a seamless on boarding experience and provide multiple options for quick purchasing for both account holders and guests.
Business practice ethics and values matter: Include eco-friendly certifications, customer privacy agreements, business practice transparencies, and learning content.
Simple and clear site navigation: Have multiple search options, menu tabs, and filter options so customers find what they are looking for, faster.
Customers need support: Add customer support and company info in each location.
Location matters: Successful e-commerce delivers products quickly. Adding a map and zip code search feature, will give customers more control over their selection.
Strong and consistent UI: Support the UX experience with a UI that matches the target demographics and industry standards.

Information Architecture

Designing an information architecture (IA) for a mobile app that facilitates the purchase of eco-friendly products from local businesses requires a user-centric approach, focusing on simplicity, discoverability, and sustainability. Here is a listed summary of the core key elements:

Main navigation

Design clear and intuitive user flows for discovering, searching, and purchasing eco-friendly products.
Use a bottom navigation bar with tabs like "Home," "Categories," "Local Businesses," "Cart," and "Profile" to ensure easy access to key areas.

Home screen

Showcase featured eco-friendly products, local business highlights, and promotions on the home screen.
Include a search bar with filters for quick access to specific products or business types.

Product categories

Organize products into clear categories such as "Clothing," "Home Goods," "Beauty," "Food & Beverage," etc.
Allow users to filter products by eco-friendly criteria (e.g., organic, recycled, fair trade).

Local business integration

Provide a dedicated section for local businesses, with profiles detailing their sustainability practices, location, and product offerings.
Integrate GPS to suggest nearby businesses based on the user's location.

Product pages

Include comprehensive product information, eco-friendly certifications, and sustainability highlights.
Offer user reviews and ratings to help build trust in eco-friendly claims.

Shopping cart and checkout

Design a straightforward shopping cart with the ability to add or remove items, apply discounts, and estimate delivery costs.
Implement secure and flexible checkout options, including mobile wallets and local pickup/delivery choices.

User profile and rewards

Allow users to create profiles to track purchases, save favorite products, and view order history.
Incorporate a rewards system to encourage eco-friendly practices, such as earning points for purchasing from local businesses or recycling.

Sustainability education and community

Include a section dedicated to sustainability education, with articles, tips, and local events related to eco-friendly living.
Foster a sense of community by enabling users to share eco-friendly success stories or participate in local environmental initiatives.

User Flows

User Onboarding and Profile Setup

Registration/Sign-Up: Users can create an account with basic details (name, email, password) or through social media sign-in.
User Preferences: Users can specify their preferences for eco-friendly products, dietary requirements, or local businesses.
Location Setup: Users set their location or allow GPS-based location tracking to find nearby businesses.

Product Exploration and Discovery

Browse and Search: Users can browse by categories (e.g., organic, vegan, gluten-free) or search for specific products.
Business Listings: Users can explore local small businesses, view their profiles, and learn about their eco-friendly practices.
Recommendation Engine: Based on user preferences, the app recommends products or businesses that align with their eco-friendly interests.

Product Details and Eco-Friendly Information

Product Information: Users can view detailed product descriptions, including eco-friendly certifications, ingredients, and origin.
Business Information: Users can learn about the business's sustainability efforts, such as using biodegradable packaging or sourcing locally.
User Reviews and Ratings: Users can read and leave reviews for products and businesses, focusing on eco-friendliness and quality.

Purchase and Checkout Process

Cart Management: Users can add products to a shopping cart, view the cart, and adjust quantities and add to favorite product list.
Delivery Options: Users can select different options like pick up from store or change delivery address.
Checkout Process: The checkout process supports multiple payment methods, includes paypal, cash on delivery features, and allows users to enter promo codes or discounts available for selected items.

Order Tracking and Customer Support

Order Tracking: After purchase, users can track their orders and receive notifications about shipment and delivery.
Customer Support: Users can contact customer support for assistance with orders, returns using either Email, chat or phone call for any queries.
Loyalty and Rewards Programs: The app could offer loyalty programs that reward users for choosing eco-friendly products or frequenting local businesses.

Wireframes

EcoBundle e-commerce application applies essential features to maximize user satisfaction.

Curated Eco-Friendly Marketplace: EcoBundle offers a curated marketplace featuring a diverse range of eco-friendly products, carefully selected from local small businesses committed to sustainability and ethical practices.
Advanced Search and Filtering: Users can easily browse and discover products based on their specific preferences, such as product category, eco-certifications, price range, and locality, ensuring a personalized shopping experience.
Community Ratings and Reviews: EcoBundle incorporates community-driven ratings and reviews, empowering users to make informed purchasing decisions while fostering trust and transparency within the platform.
Business Profiles and Stories: Each participating small business is provided with a dedicated profile page, allowing them to showcase their brand story, mission, and commitment to sustainability, thereby fostering connections with consumers.
Local Delivery and Pickup Options: Users can select from various delivery and pickup options, including local delivery services or convenient pickup locations, supporting shorter supply chains and reducing carbon emissions.
Educational Resources and Guides: The application provides users with access to educational resources, videos, guides, and articles on topics such as sustainable living, eco-friendly practices, and the environmental impact of consumer choices, empowering them to make positive changes in their lifestyles.
Seamless Checkout Experience: EcoBundle offers a seamless checkout experience with secure payment processing and multiple payment options, ensuring a hassle-free shopping experience for users.
Regular Promotional Updates and New Arrivals: The platform regularly updates its product offerings with new arrivals and seasonal collections, keeping users informed about the latest eco-friendly trends and innovations in the market.