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Sustainability

Designing the new digital pages to enhance brand visibility
Project / Sustainability

Overview

Assigned to redesign the entire sustainability page and showcase complete transparency regarding sustainability as a core pillar.
I wanted to look over the current live page, analyse its data, and prepare UX steps for the new revamp. I worked collaboratively with a team of designers, copywriters, developers, and stakeholders throughout a 8 months period. New design improved 30% increase in page visits.
My Role
Research, user analysis & workshops Stakeholder management Customer journey mapping Design new pages

Challenge

The existing live page provided a vague representation of the brand’s perspective, leaving users desiring more comprehensive information.
Our objective was to enhance transparency by articulating the complete vision through clear statements, providing users with a deeper understanding of the brand’s current and future sustainability initiatives.

User groups

Defining personas is crucial. I needed to understand who was visiting the sustainability page, and how it effects on the whole journey.
Through user interviews, I summarised our users between three main groups.
  • Users who are aware that the brand prioritises sustainability, so they use the page primarily for a self-assurance check.
  • Users aiming for a quick scan to ensure that the brand aligns with their ethical preferences regarding the sustainable world.
  • Users wanting to deep dive into reading and wanting the full story behind what the brand is doing.
Understanding our users was essential to revisit our customer journey to identify key improvements and plot new opportunities.
While the page was mainly editorial, I wanted to see key areas that can drive conversion to car product pages.

Discovery Steps

Upon identifying user segments and journey flows, I aimed to maintain a holistic perspective on the project by
1. Conceptualize and conduct various lean research studies, such as usability tests, surveys, and competitor analyses.
2. Analyze findings to extract insightful themes and communicate these outcomes to stakeholders by crafting a cohesive narrative.
3. Create user high quality UX deliverables including information architectures, site maps, wireframes and prototypes.

Users wanted to know more

Polestar is proud of its sustainability program achievements; however, user wanted more information resulted in a lack of communication about the program’s major pillars.
  • 1. Users were clicking on non-responsive titles in an attempt to access more information
  • 2. Redundant information and a lack of clarity in navigating through the sustainability key pillars
  • 3. The storyline contributed to a high bounce rate from the page

Transparency is a main key

The existing page was creating over-promising expectations, prompting users to inquire more about the brand’s dedication to its goals. Our aim was to maintain the transparency the brand has always embraced while strategically conveying the main message.

Focus on editorial, drive to sales

The primary goal was to transform the revamped page into an editorial-style format that effectively communicates Polestar’s commitment to sustainability. Users expressed a desire to delve deeper and understand how this vision translates into the design and features of the cars.

New Strategy

Following in-depth discovery phase it was clear for me the new strategy that will have a scalable solution across a unified message.
A pivotal aspect of this process involved close collaboration with copywriting to effectively translate data insights into tangible content. This collaborative effort aimed to articulate a sustainable vision with a long-term perspective.
Highlighting flagship projects that we are proud of and effectively showcase our achievements thus far.
Showing the four major pillars that represents the core stem of our program.
Giving an entry to how we translated our values into our cars and through our reports.

New Designs

Utilizing our design system, I initiated the development of master pages and subpages, ensuring a coherent flow that seamlessly transitions across pages while maintaining consistency between mobile and desktop interfaces.
Collaborate with:
1. designers on new visual directions
2. dev on constrains and boundaries
3. copywriter to refine the tone of voice
4. stakeholders for constant feedback
New Pages Created
New Pages Created
New Pages Created
New Pages Created
New Pages Created
Impact
live page
1. The new sustainability page increased 30% in page visits and conversion to product pages
2. Investors and Media noted the new pages as one of the best in automotive sustainability
3. Designing new pages related to batteries, materials, reports and resourcing with updating all key pillarsy