Overview
Redesigning an ethical shopping website to strengthen brand trust and improve conversion.
1 UX/UI designer
2 Content designers
1 Project Manager
Team
User Research
UX UI Design
Role
14 weeks
Jan - May 2024
Timeline
Figma
Miro
Adobe
Tools
Background
Green Campus Co-op is a student-run sustainable e-commerce platform.
They offer Fairtrade and sustainably sourced clothing and tote bags, partnering directly with ethical producers in India.
Stakeholders’ goals
Improve conversion & product discoverability
Balance Fairtrade eduaction content with shopping
Increase visual consistency and accessibility
Problems
3 Core Problems that I helped to solve
01
The website lacked clear expression of GCC’s brand identity and mission, lacks a strong brand image.
02
The shopping page offered an fragmented user flow, lead to low purchases completion rates.
03
The limited brand credibility and transparency reduced user confidence in GCC’s authenticity.
Research
Interviewed 10 Fairtrade shoppers to uncover key motivations and pain points in ethical purchasing.
Q1
”How do you assess whether the higher cost of ethical products is justified?”
Q2
“How do you assess whether the higher cost of ethical products is justified?”
Q3
”What helps you trust a new ethical shopping website?”
Q4
”How do you determine the quality and authenticity of ethical products?”
Pain Point 1 — Lack of Clarity About GCC’s Purpose
5 of 10
The hero images are not very clear I don’t know what GCC offers.
3 of 10
The information on the homepage is too general and lacks mention of the company itself.
3 of 10
Here is a need for a clear call-to-action (CTA) in the featured items section.
Pain Point 2 — Limited Trust Signals for Ethical Shopping
5 of 10
The site talks about Fairtrade but doesn’t show any proof or certification.
3 of 10
There are no customer reviews or testimonials.
3 of 10
The connection between product features and sustainability claims is unclear.
Pain Point 3 — Insufficient Product & Checkout Information
5 of 10
Product pages provide limited details about materials, sizing, and Fairtrade sourcing.
3 of 10
Key information like stock availability or delivery time is difficult to find.
3 of 10
Checkout lacks clear guidance on payment steps and confirmation status.
Analyzed Fairtrade and e-commerce competitors to reveal GCC’s gaps in storytelling, trust, and conversion.
Buying Experience
Brand
Green Campus Coop
The Good Tee
People Tree
Global Mama
Product Presentation
⭐
⭐⭐⭐
⭐️ ⭐
⭐️ ⭐
Ease of Navigation
✕
⭐️ ⭐
⭐⭐⭐
⭐️ ⭐
Checkout Experience
✕
⭐️ ⭐
⭐⭐⭐
⭐️
Clear CTA
✕
⭐️ ⭐
⭐⭐⭐
⭐️ ⭐
Fairtrade Trust
Brand
Green Campus Coop
The Good Tee
People Tree
Global Mama
Certification
⭐
⭐⭐⭐
⭐️ ⭐⭐️
⭐️ ⭐
Impact Showcase
✕
⭐️ ⭐
⭐
⭐️
Educational Content
⭐⭐
⭐️
⭐⭐⭐
⭐️⭐️
Social Proof
✕
⭐️
⭐⭐⭐
⭐️ ⭐
✕ = Missing
⭐️ = Weak
⭐️ ⭐= Good
⭐⭐⭐ = Strong
Problems
GCC lacks strong trust-building elements
Improve certifications, impact storytelling, and reviews to match competitor credibility.
Product clarity is significantly weaker than competitors
Add detailed materials, sourcing, and sizing information to support decision-making.
Shopping experience falls behind industry standards
Refine navigation, standardize product cards, and streamline the checkout to remove friction.
Solutions
Strengthen GCC’s brand identity & clarify its mission
Before
Visuals and messaging did not convey the cooperative’s mission, values, or unique student-run nature.
Users struggled to understand what GCC represents and how it differs from other fast fashion brands.
The website lacked a clear expression of GCC’s brand identity and story.
After 1/3
Refreshed homepage storytelling to highlight who GCC is
Clear, mission-led narrative explaining GCC’s purpose, student-driven operations, and fairtrade commitment.
After 2/3
Introduced a new fairtrade vs fast fashion comparison module
Side-by-side visuals comparing Fairtrade vs Fast Fashion to highlight GCC’s ethical sourcing, environmental impact, and community support.
Streamline shopping experience
Before
Checkout flow lacked clarity around shipping, availability, and next steps.
Product cards were inconsistent across pages and lacked essential details.
Navigation made it difficult to find categories or compare items.
After
Improved checkout guidance
Added stock visibility, shipping expectations, and step-by-step confirmation details.
Build trust with stronger ethical transparency
Before
GCC lacked clear proof of its social and environmental impact.
Ethical sourcing information was inconsistent or missing.
After
Introduced a dedicated Impact page
Consolidates GCC’s social and environmental contributions—including annual impact reports—into a central, easy-to-find location that reinforces brand authenticity.
Key Wins
Improved User Navigation & Task Completion
Conducted competitive analysis and user interviews to identify usability issues, leading to a site map redesign that improved navigation and increased task completion by 30%.
Enhanced Brand Trust & Engagement
Redesigned UI elements, copywriting, and cohesive design system to enhance brand awareness, resulting in a 15% increase in click-through rates.
Streamlined Checkout Experience
Improved checkout flow clarity with stock visibility, shipping expectations, and step-by-step confirmation details, reducing cart abandonment.
Enhanced Brand Trust & Engagement
Introduced dedicated impact page consolidating social and environmental contributions, reinforcing brand authenticity and building customer trust in fair trade practices.