Research
Conceptualization
Usability testing
Dev hand-off
Product manager
Impact officer
Content strategist
3 developers
3 months
Client satisfaction(NPS) has increased by 90%.
the problem
Companies came to Handprint eager to do good but left uncertain, confused by a self-serve flow that felt more like greenwashing than real impact.
I redesigned the pledge experience to feel clear, guided, and genuinely meaningful for more trusted journey that boosted recurring pledges and aligned business goals with real-world change
By analyzing user behavior in Mixpanel and Hotjar, and conducting interviews with clients, I found out most users dropped off after pledging or never returned.
The biggest reason? Fear of greenwashing. They weren’t confident their pledges made a real impact. There were no timely updates, no visible progress, just silence.
Even after pledging, the post-purchase experience fell flat. Sharing the impact with their own customers felt manual, unclear, and uninspiring hence resulting in low engagement and zero momentum.
the solution
To help clients find information that align with their preference and ESG goals, I broke down to 3 design goals to focus areas for the redesign
A better way to discover projects
Inspired by Airbnb, I designed an interactive map to make discovery more visual and intuitive. Filters, search, and sorting helped clients quickly find projects aligned with their values, while a favorites feature made it easy to revisit and repurchase trusted ones.
Why this project matters
I crafted a clear project summary using data from impact partners, highlighting goals, progress, SDG impact, and key benefits. Responsive tabs let users explore deeper details at their own pace, without overwhelming them upfront.
Not everyone speaks carbon, so we translated it
Explaining impact in a clear, relatable way was challenging, so I collaborated closely with Marketing and Content teams to visually communicate the results. In the end, clients could easily share their impact using simple comparisons like equating carbon saved to planting five trees or skipping flights from New York to Paris, helping their customers understand, care, and engage more deeply.
What happens after the pledge?
After making a pledge, clients wanted clear next steps to share and track their impact. To support this, I designed a user-friendly dashboard where they can monitor project milestones and access shareable photos, videos, and articles. I also created social media cards and quick shortcuts, helping clients engage their stakeholders in a meaningful and on-brand way.
the impact
The redesigned experience received strong positive feedback, boosting client satisfaction (NPS) by 90%. Clients appreciated its simplicity and improved discoverability.
Immediate conversions didn't spike in a short sprint, but we found clear growth opportunities:
Many clients buy quarterly or directly through sales.
Targeted marketing and better awareness can significantly boost conversions.
the learning
This project deepened my understanding of how design choices connect to real business outcomes. It pushed me beyond just creating “usable” interfaces and challenged me to align product design with trust, growth, and long-term engagement. More than anything, it taught me how to ask better questions of the data, the user, and the business.
Design for trust
When designing for sensitive topics like sustainability and impact, I learned to dig deeper asking not just what clients need, but what they care, worry, and hope to achieve.
Work cross-functionally
This cross-functional collaboration taught me how to align design with stakeholder engagement goals of building trust while staying true to brand promise.
Data validates design decisions