CLIMATE CHANGE STARTUP

UX Redesign to Accelerate Building Decarbonization

All names and information have been changed for anonymity

The Challenge

This stealth-mode startup is creating a market-transforming solution to accelerate building decarbonization by becoming the go-to hub for sustainable building opportunities. Their platform houses complex financial information—rebates, subsidies, and detailed proposals—that builders need to evaluate to maximize the impact of their projects. However, inconsistent interaction patterns, unclear user flows, and fragmented UI were creating user confusion on how to judge critical information.

Timeline

2021

Role

Lead Product Designer

Team

PM

My Approach

Strategic Analysis - The core challenge wasn't just visual design—it was information architecture. Builders needed to quickly compare multiple complex financial programs while understanding detailed requirements and potential impact. The platform had to transform overwhelming data into actionable insights.

Design Strategy - Through comparative research of familiar platforms (Home Depot, Lowe's), I identified patterns that would feel intuitive to the target user base while meeting their complex information needs. I developed a framework that would allow builders to efficiently scan, compare, and select sustainability programs based on their specific project needs and impact goals.

Product Redesign: Platform Transformation

From confusion to clarity

Strategic Design Solution

I restructured the platform's information architecture and established a cohesive design system that prioritized comparison and clarity:

Information Architecture Overhaul

  • Restructured user flows to support comparison-based decision making

  • Created clear hierarchy that surfaced top-line savings while maintaining access to detailed program information

  • Designed navigation patterns that reduced cognitive load

Design System Development

  • Established consistent interaction patterns across all platform touchpoints

  • Created regular design grid system for predictable information layout

  • Developed UI patterns that felt familiar to builders while handling complex data

Old and disjointed

New and clear

Comparative Evaluation Interface

  • Designed side-by-side comparison of up to 3 sustainability programs

  • Aligned key information in scannable rows for efficient evaluation

  • Integrated detailed financial data without overwhelming primary decision-making flow

Strategic Impact & Results

User Experience Transformation - The redesigned platform transformed complex data into an intuitive experience that accelerated builder decision-making on decarbonization investments.

Design Excellence - Successfully balanced complex financial data presentation with intuitive user experience, creating a platform that serves detailed analysis needs.

Scalable Design Foundation - The design system and information architecture framework I created provides a scalable foundation for expanding program offerings and user base growth.