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Introduction
Eco-conscious shoppers seek clarity, simplicity, and purpose. GreenHive’s old platform was cluttered, slow, and uninspiring, leaving users frustrated and disengaged.
Our mission: redesign the platform to make sustainable shopping effortless, engaging, and trust-building.
The Core Problem
Travelers today expect speed and clarity. They want to search, compare, and book in minutes. Unfortunately, Smarter Flight’s old platform fell short:
- Complicated checkout led to high cart abandonment.
- Sustainability message was unclear.
- Visual identity felt generic, lacking emotional connection.
The result? High drop-off rates and lost revenue opportunities. Our challenge was simple on paper but complex in execution: redesign the booking journey into something clear, trustworthy, and lightning fast
Discovery & Research
User Research
- Interviews with 100 eco-conscious users.
- 70% abandoned carts due to slow flow and hidden costs.
- Users wanted impact metrics: carbon savings, eco-badges.
Competitive Benchmarking
- Platforms like EarthHero highlighted storytelling, simplicity, and visual impact.
Journey Mapping
- Identified bottlenecks: multi-page checkout, unclear impact messaging.
Redesign Strategy
We knew that “fixing screens” wouldn’t be enough. Instead, we defined three guiding principles:
- Brand Storytelling – Show lifestyle benefits, not just products.
- Simplified Checkout – Reduced from 5 to 2 steps.
- Highlight Sustainability – Eco-badges, carbon savings, impact storytelling.
What We Crafted
The redesign unfolded through several key deliverables:
- Mobile-First Design – Optimized for fast browsing on phones.
- E-commerce UI/UX – Clean product pages, one-click checkout.
- Visual Identity – Nature-inspired color palette, sustainable typography.
- Impact Metrics – Badges showing environmental contributions.
Business Results
The redesign didn’t just make users happier — it fueled company growth.
- Stronger brand recognition as an eco-friendly leader.
- 65% increase in completed checkouts.
- 70% higher returning customer rate.
The platform now had both happier customers and stronger business outcomes.
Key Takeaways
This project reinforced three critical lessons for me as a designer:
- Storytelling drives engagement and loyalty.
- Transparent impact messaging strengthens trust.
- Simplified checkout improves conversions
Outcomes & Impact
bookings
drop-offs
feedback
Closing Thoughts
GreenHive’s redesign turned it into a sustainable lifestyle platform, blending shopping convenience with impactful storytelling.
What started as a frustrating booking process is now a fast, clear, and trustworthy experience that sets the foundation for global expansion.
