Habiboo

CLIENT

ESGentle

CLIENT

ESGentle

CLIENT

ESGentle

Role

UX/UI Designer

Role

UX/UI Designer

Role

UX/UI Designer

TIMELINE

8 Weeks

TIMELINE

8 Weeks

TIMELINE

8 Weeks

PLATFORM

Responsive Web

PLATFORM

Responsive Web

PLATFORM

Responsive Web

TEAM

2 UX/UI Designers,
1 Full-Stack Developer,
1 Sustainability Advisor,
1 CEO

Outcome

  1. Improved sustainable solution discovery efficiency by 40%

  2. Reduced sustainability decision-making time by 30%

  3. Achieved an 80% task success rate in usability testing

  4. Adjusted a design system with over 30 components for ongoing feature development

Our Solution

Our Solution

Our Solution

Through intuitive navigation, a clean UI, and a mobile-first approach, we enhanced usability and boosted conversions. The redesign led to a measurable increase in sales and customer retention, with users reporting a smoother and more enjoyable shopping experience.

Through intuitive navigation, a clean UI, and a mobile-first approach, we enhanced usability and boosted conversions. The redesign led to a measurable increase in sales and customer retention, with users reporting a smoother and more enjoyable shopping experience.

Through intuitive navigation, a clean UI, and a mobile-first approach, we enhanced usability and boosted conversions. The redesign led to a measurable increase in sales and customer retention, with users reporting a smoother and more enjoyable shopping experience.

Problem

Problem

Problem

Sustainability managers struggled to find affordable, trustworthy ESG solutions due to the lack of a centralized and accessible platform.

How might we help sustainability managers quickly discover and compare ESG solutions to reduce their company’s environmental footprint?

Our challenge was to design a climate tech marketplace MVP under limited time, budget, and research resources – while ensuring it was usable, scalable, and genuinely helpful for decision-makers.

Sustainability managers struggled to find affordable, trustworthy ESG solutions due to the lack of a centralized and accessible platform.

How might we help sustainability managers quickly discover and compare ESG solutions to reduce their company’s environmental footprint?

Our challenge was to design a climate tech marketplace MVP under limited time, budget, and research resources – while ensuring it was usable, scalable, and genuinely helpful for decision-makers.

Sustainability managers struggled to find affordable, trustworthy ESG solutions due to the lack of a centralized and accessible platform.

How might we help sustainability managers quickly discover and compare ESG solutions to reduce their company’s environmental footprint?

Our challenge was to design a climate tech marketplace MVP under limited time, budget, and research resources – while ensuring it was usable, scalable, and genuinely helpful for decision-makers.

UX Research
Stakeholder & Expert Interviews

Conducted 5 in-depth interviews with sustainability managers across mid-size and enterprise companies in finance, manufacturing, and retail.

Spoke with 2 ESG consultants to understand industry pain points and decision-making workflows.

Key insight

Decision-makers spent 10–15 hours per week manually searching for ESG vendors, relying on fragmented information from industry reports, networking, and cold outreach.

Competitive Benchmarking

Reviewed 8 existing ESG-related platforms and climate tech directories.

Evaluated navigation, search functionality, data transparency, and pricing clarity.

Key insight

None offered apples-to-apples comparison tools, and many lacked transparency around vendor credentials or certifications.

User Surveys

Distributed a 10-question survey to a network of sustainability professionals via LinkedIn

Received 42 responses

Key insight

Top decision factor: 

verified impact metrics (78%)

Top frustration: 

lack of centralized database (65%)

Most desired feature:

side-by-side solution comparison (72%)

Strategy

Strategy

Strategy

Simply listing ESG vendors wouldn't be enough. To deliver value, we needed to focus on decision-making efficiency and make it easy to compare, trust, and act on solutions.

Through research, we found that users:

  • Wanted clear ROI and budget estimates

  • Struggled to compare solutions side-by-side

So we positioned the product to help managers make faster, smarter, and lower-risk sustainability investments — not just browse vendors.

Simply listing ESG vendors wouldn't be enough. To deliver value, we needed to focus on decision-making efficiency and make it easy to compare, trust, and act on solutions.

Through research, we found that users:

  • Wanted clear ROI and budget estimates

  • Struggled to compare solutions side-by-side

So we positioned the product to help managers make faster, smarter, and lower-risk sustainability investments — not just browse vendors.

Simply listing ESG vendors wouldn't be enough. To deliver value, we needed to focus on decision-making efficiency and make it easy to compare, trust, and act on solutions.

Through research, we found that users:

  • Wanted clear ROI and budget estimates

  • Struggled to compare solutions side-by-side

So we positioned the product to help managers make faster, smarter, and lower-risk sustainability investments — not just browse vendors.

Solution

Solution

Solution

We designed the MVP with features focused on streamlining discovery, comparison, and decision-making:

  1. Filterable Marketplace
    Users could browse sustainability solutions by category, budget range, impact, and more — enabling focused discovery.

We designed the MVP with features focused on streamlining discovery, comparison, and decision-making:

  1. Filterable Marketplace
    Users could browse sustainability solutions by category, budget range, impact, and more — enabling focused discovery.

We designed the MVP with features focused on streamlining discovery, comparison, and decision-making:

  1. Filterable Marketplace
    Users could browse sustainability solutions by category, budget range, impact, and more — enabling focused discovery.

.

.

.

  1. Energy efficiency solutions flow

  1. Energy efficiency solutions flow

  1. Energy efficiency solutions flow

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.

.

  1. Offsetting solutions flow

  1. Offsetting solutions flow

  1. Offsetting solutions flow

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.

  1. AI Comparison Flow
    Users could add solutions to a comparison tray and evaluate key metrics, such as cost & impact, and sustainability solutions side by side.

  1. AI Comparison Flow
    Users could add solutions to a comparison tray and evaluate key metrics, such as cost & impact, and sustainability solutions side by side.

  1. AI Comparison Flow
    Users could add solutions to a comparison tray and evaluate key metrics, such as cost & impact, and sustainability solutions side by side.

.

.

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  1. Design system for marketplace
    Adjusted a design system with over 30 components for scalability, enabling fast iteration and future development.

  1. Design system for marketplace
    Adjusted a design system with over 30 components for scalability, enabling fast iteration and future development.

  1. Design system for marketplace
    Adjusted a design system with over 30 components for scalability, enabling fast iteration and future development.

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.

Impact

Impact

Impact

Task Success Rate

80% (user testing)

Task Success Rate

80% (user testing)

Task Success Rate

80% (user testing)

Time-to-decision

↓ 30%

Time-to-decision

↓ 30%

Time-to-decision

↓ 30%

Solution discoverability

↑ 40%

Solution discoverability

↑ 40%

Solution discoverability

↑ 40%

Design system

Used in all post-MVP iterations

Design system

Used in all post-MVP iterations

Design system

Used in all post-MVP iterations

My Role

My Role

My Role

As a UX/UI Designer, I led design across all stages of the UX process:

  • Conducted 8 user interviews and 10 surveys with sustainability professionals

  • Created customer journey maps, user flows, and site architecture

  • Designed responsive lo-fi and hi-fi prototypes in Figma

  • Adjusted a based design system with over 30 components

  • Conducted usability testing, synthesized findings, and iterated quickly

  • Partnered with the developer for smooth handoff and implementation

As a UX/UI Designer, I led design across all stages of the UX process:

  • Conducted 8 user interviews and 10 surveys with sustainability professionals

  • Created customer journey maps, user flows, and site architecture

  • Designed responsive lo-fi and hi-fi prototypes in Figma

  • Adjusted a based design system with over 30 components

  • Conducted usability testing, synthesized findings, and iterated quickly

  • Partnered with the developer for smooth handoff and implementation

As a UX/UI Designer, I led design across all stages of the UX process:

  • Conducted 8 user interviews and 10 surveys with sustainability professionals

  • Created customer journey maps, user flows, and site architecture

  • Designed responsive lo-fi and hi-fi prototypes in Figma

  • Adjusted a based design system with over 30 components

  • Conducted usability testing, synthesized findings, and iterated quickly

  • Partnered with the developer for smooth handoff and implementation

Key Takeaways

Key Takeaways

Key Takeaways

Designing for clarity and trust is critical in complex B2B marketplaces

  • Even under tight constraints, focused features can deliver real business and user value

  • Deep understanding of the user’s decision-making process can differentiate you from listing-based competitors

Designing for clarity and trust is critical in complex B2B marketplaces

  • Even under tight constraints, focused features can deliver real business and user value

  • Deep understanding of the user’s decision-making process can differentiate you from listing-based competitors

Designing for clarity and trust is critical in complex B2B marketplaces

  • Even under tight constraints, focused features can deliver real business and user value

  • Deep understanding of the user’s decision-making process can differentiate you from listing-based competitors