Comparison feature
Comparison feature
CLIENT
ESGentle
CLIENT
ESGentle
CLIENT
ESGentle
Role
Product Designer
Role
Product Designer
Role
Product Designer
TIMELINE
3 Months
TIMELINE
3 Months
TIMELINE
3 Months
PLATFORM
Responsive Web
PLATFORM
Responsive Web
PLATFORM
Responsive Web
TEAM
1 Product Designer,
1 Full-Stack Developer,
1 Sustainability Advisor,
1 CEO
Outcome
Outcome
Outcome
The redesigned comparison experience allowed sustainability managers to make confident purchasing decisions in under 6 minutes instead of 22.
Error rate in interpreting cost-to-impact data dropped from 40% to 8%, proving that simplified data visualization improved comprehension.
User confidence in decision-making increased from 2.3/5 to 4.4/5, as participants trusted the results and logic of the comparison flow.
Engagement metrics from prototype testing showed 90% feature interaction and 70% exploration of multiple scenarios, confirming strong user adoption potential.
Drop-offs within the comparison flow were reduced by 30 percentage points (45% → 15%), validating the simplified 5-step journey.
The prototype was approved for development by stakeholders after demonstrating measurable ROI and usability impact prior to build.
The redesigned comparison experience allowed sustainability managers to make confident purchasing decisions in under 6 minutes instead of 22.
Error rate in interpreting cost-to-impact data dropped from 40% to 8%, proving that simplified data visualization improved comprehension.
User confidence in decision-making increased from 2.3/5 to 4.4/5, as participants trusted the results and logic of the comparison flow.
Engagement metrics from prototype testing showed 90% feature interaction and 70% exploration of multiple scenarios, confirming strong user adoption potential.
Drop-offs within the comparison flow were reduced by 30 percentage points (45% → 15%), validating the simplified 5-step journey.
The prototype was approved for development by stakeholders after demonstrating measurable ROI and usability impact prior to build.
Outcome
The redesigned comparison experience allowed sustainability managers to make confident purchasing decisions in under 6 minutes instead of 22.
Error rate in interpreting cost-to-impact data dropped from 40% to 8%, proving that simplified data visualization improved comprehension.
User confidence in decision-making increased from 2.3/5 to 4.4/5, as participants trusted the results and logic of the comparison flow.
Engagement metrics from prototype testing showed 90% feature interaction and 70% exploration of multiple scenarios, confirming strong user adoption potential.
Drop-offs within the comparison flow were reduced by 30 percentage points (45% → 15%), validating the simplified 5-step journey.
The prototype was approved for development by stakeholders after demonstrating measurable ROI and usability impact prior to build.
Problem
Sustainability managers struggled to find affordable, verified, and effective CO₂ reduction solutions.
1. Help sustainability managers save hours of manual research and comparison.
2. Get a clear, data-driven answer in just a few clicks on which solution best fits their company’s parameterrs.
Research
Quantitative Research (Behavioral Analytics)
Insight: Users abandoned the process after 3–4 steps because the table was too complex and data-heavy. They spent an average of 20+ minutes but rarely reached a confident decision — proving a need for AI-driven synthesis and visual forecasting.
Qualitative Research (User Interviews)
Managers felt overwhelmed and wanted actionable guidance, not raw data.
They valued clarity, time savings, and report-ready outputs to present to stakeholders.
Ideation
User journey
Mapped how managers move from browsing → comparing → deciding → presenting to leadership.
Simplified 9 touchpoints down to 5, eliminating redundant steps.
Flow Highlights:
Select 2–5 solutions
AI auto-generates comparison table
AI Recommendation summary
Forecast scenarios (Conservative, Balanced, Aggressive)
Export as business case
CJM
Key emotional insight: “Confidence replaces confusion” when decisions are backed by visible data and forecasts.
Outcome: Demonstrate how the feature not only saves time but also empowers managers to look credible in front of executives.
Solution
Selecting ESG Solutions to comparison table
Comparison table formation with recommendations
3-Year impact forecast with scenario selector, and "Add to Business Case".
Usability tests
Validate efficiency and clarity of the prototype
Prototype Analytics
Goal: Measure feature engagement and flow completion.
90% of users interacted with the Recommendation button.
70% explored multiple scenarios (Conservative / Balanced / Aggressive).
Drop-off rate: dropped from 45% → 15%.
Proof that simplifying the comparison journey worked.
Impact
Designed an intuitive comparison feature for a sustainability marketplace, enabling managers to evaluate solutions by price, impact, and ROI in a single flow.
Conducted usability testing and prototype analytics in Figma, reducing average decision-making time from 22 min → 6 min (73% faster) and cutting data-misinterpretation errors by 80%.
Increased user confidence scores from 2.3/5 → 4.4/5 and reduced journey drop-offs from 45% → 15%, proving design clarity before development.
Simplified a 9-step comparison process into 5 logical stages, improving task success rate and stakeholder approval for handoff.
Delivered a validated, high-fidelity prototype that demonstrated measurable ROI pre-build through testing, analytics, and design iteration.
Next steps
Integrate real-time vendor data and certification APIs.
Add user-adjustable weights (price vs. impact vs. ROI).
Conduct A/B testing with live marketplace data.
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, verified, and effective CO₂ reduction solutions.
1. Help sustainability managers save hours of manual research and comparison.
2. Get a clear, data-driven answer in just a few clicks on which solution best fits their company’s parameterrs.
Sustainability managers struggled to find affordable, verified, and effective CO₂ reduction solutions.
1. Help sustainability managers save hours of manual research and comparison.
2. Get a clear, data-driven answer in just a few clicks on which solution best fits their company’s parameterrs.
Sustainability managers struggled to find affordable, verified, and effective CO₂ reduction solutions.
1. Help sustainability managers save hours of manual research and comparison.
2. Get a clear, data-driven answer in just a few clicks on which solution best fits their company’s parameterrs.
Sustainability managers struggled to find affordable, verified, and effective CO₂ reduction solutions.
1. Help sustainability managers save hours of manual research and comparison.
2. Get a clear, data-driven answer in just a few clicks on which solution best fits their company’s parameterrs.
Ideation
Ideation
Ideation
User journey
Mapped how managers move from browsing → comparing → deciding → presenting to leadership.
Simplified 9 touchpoints down to 5, eliminating redundant steps.
Flow Highlights:
Select 2–5 solutions
AI auto-generates comparison table
AI Recommendation summary
Forecast scenarios (Conservative, Balanced, Aggressive)
Export as business case
CJM
Key emotional insight: “Confidence replaces confusion” when decisions are backed by visible data and forecasts.
Outcome: Demonstrate how the feature not only saves time but also empowers managers to look credible in front of executives.
Designed an intuitive comparison feature for a sustainability marketplace, enabling managers to evaluate solutions by price, impact, and ROI in a single flow.
Conducted usability testing and prototype analytics in Figma, reducing average decision-making time from 22 min → 6 min (73% faster) and cutting data-misinterpretation errors by 80%.
Increased user confidence scores from 2.3/5 → 4.4/5 and reduced journey drop-offs from 45% → 15%, proving design clarity before development.
Simplified a 9-step comparison process into 5 logical stages, improving task success rate and stakeholder approval for handoff.
Delivered a validated, high-fidelity prototype that demonstrated measurable ROI pre-build through testing, analytics, and design iteration.
Designed an intuitive comparison feature for a sustainability marketplace, enabling managers to evaluate solutions by price, impact, and ROI in a single flow.
Conducted usability testing and prototype analytics in Figma, reducing average decision-making time from 22 min → 6 min (73% faster) and cutting data-misinterpretation errors by 80%.
Increased user confidence scores from 2.3/5 → 4.4/5 and reduced journey drop-offs from 45% → 15%, proving design clarity before development.
Simplified a 9-step comparison process into 5 logical stages, improving task success rate and stakeholder approval for handoff.
Delivered a validated, high-fidelity prototype that demonstrated measurable ROI pre-build through testing, analytics, and design iteration.
Designed an intuitive comparison feature for a sustainability marketplace, enabling managers to evaluate solutions by price, impact, and ROI in a single flow.
Conducted usability testing and prototype analytics in Figma, reducing average decision-making time from 22 min → 6 min (73% faster) and cutting data-misinterpretation errors by 80%.
Increased user confidence scores from 2.3/5 → 4.4/5 and reduced journey drop-offs from 45% → 15%, proving design clarity before development.
Simplified a 9-step comparison process into 5 logical stages, improving task success rate and stakeholder approval for handoff.
Delivered a validated, high-fidelity prototype that demonstrated measurable ROI pre-build through testing, analytics, and design iteration.
Impact
Impact
Impact
Impact
Usability tests
Task Success Rate
80% (user testing)
Time-to-decision
↓ 30%
Validate efficiency and clarity of the prototype
Prototype Analytics
Goal: Measure feature engagement and flow completion.
90% of users interacted with the Recommendation button.
70% explored multiple scenarios (Conservative / Balanced / Aggressive).
Drop-off rate: dropped from 45% → 15%.
Proof that simplifying the comparison journey worked.
Quantitative Research (Behavioral Analytics)
Insight: Users abandoned the process after 3–4 steps because the table was too complex and data-heavy. They spent an average of 20+ minutes but rarely reached a confident decision — proving a need for AI-driven synthesis and visual forecasting.
Qualitative Research (User Interviews)
Managers felt overwhelmed and wanted actionable guidance, not raw data.
They valued clarity, time savings, and report-ready outputs to present to stakeholders.
Research
Research
Solution
Solution
Selecting ESG Solutions to comparison table
Comparison table formation with recommendations
3-Year impact forecast with scenario selector, and "Add to Business Case".
Integrate real-time vendor data and certification APIs.
Add user-adjustable weights (price vs. impact vs. ROI).
Conduct A/B testing with live marketplace data.
Integrate real-time vendor data and certification APIs.
Add user-adjustable weights (price vs. impact vs. ROI).
Conduct A/B testing with live marketplace data.
Next steps
Next steps
Quantitative Research (Behavioral Analytics)
Insight: Users abandoned the process after 3–4 steps because the table was too complex and data-heavy. They spent an average of 20+ minutes but rarely reached a confident decision — proving a need for AI-driven synthesis and visual forecasting.
Qualitative Research (User Interviews)
Managers felt overwhelmed and wanted actionable guidance, not raw data.
They valued clarity, time savings, and report-ready outputs to present to stakeholders.
Research
Research
Solution
Solution
Selecting ESG Solutions to comparison table
Comparison table formation with recommendations
3-Year impact forecast with scenario selector, and "Add to Business Case".
Next Projects
Next Projects
Next Projects
Next Projects
Next Projects
Usability tests
Usability tests
Validate efficiency and clarity of the prototype
Prototype Analytics
Goal: Measure feature engagement and flow completion.
90% of users interacted with the Recommendation button.
70% explored multiple scenarios (Conservative / Balanced / Aggressive).
Drop-off rate: dropped from 45% → 15%.
Proof that simplifying the comparison journey worked.
Integrate real-time vendor data and certification APIs.
Add user-adjustable weights (price vs. impact vs. ROI).
Conduct A/B testing with live marketplace data.
Integrate real-time vendor data and certification APIs.
Add user-adjustable weights (price vs. impact vs. ROI).
Conduct A/B testing with live marketplace data.