Kyndal Lofton
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Promoting Sustainable Lifestyles

Responsive Web Design
Project Duration:
May 2022- March 2023
Role:
Product Designer
UX/UI Designer
Visual Designer

"Nature doesn't hurry,
yet everything is accomplished"

Lao Tzu

E

a

r

t

h

l

y

  

I

d

e

a

s

Promoting Sustainable Lifestyles

Responsive Web Design

"Nature doesn't hurry,
yet everything is accomplished"

Lao Tzu
Project Duration:
My Role:
May 2022- March 2023
Product Design, Research Visual Identity, UX Design

In an era where climate change and environmental degradation are critical global concerns, Earthly Ideas emerges as a beacon of hope, offering practical and inclusive solutions for individuals aiming to adopt a sustainable lifestyle.

The company recognizes the challenges and intimidation often associated with making eco-friendly changes and strives to create a supportive, judgment-free environment where everyone feels welcome to begin their journey towards sustainability.

Earthly Idea's Mission and Vision statements
Challenges

Bustling routines often overshadow our best intentions and the quest for a sustainable lifestyle can feel daunting. Earthly Ideas understands the modern challenge:

How do we inspire eco-conscious habits without demanding drastic changes?

Earthly Ideas addresses these key challenges:

Overwhelming Start
Many people find the idea of transitioning to a sustainable lifestyle daunting. The sheer volume of information and the perceived effort required can be discouraging.
Intimidation and Judgment
Individuals often feel judged or criticized for not doing enough, which can deter them from making any changes at all.
Solutions
Earthly Ideas Solutions with the recycle symbol in the background.
Market Research
Our research dives into the dilemma of sustainable living in a fast-paced world, offering a seamless solution designed to effortlessly integrate sustainability into everyday life. By making it easier for busy individuals to take small steps towards a greener future and share their journey with others.
Earthly Ideas not only acknowledges the problem but is also committed to making sustainability accessible and inspiring for everyone.
Target Audience information
Research Results
Understanding the breakdown of interest in this market was essential to comprehend the target audience's needs, wants, and behavior patterns. The results from the interviews and surveys conducted revealed the following insights:
User-Centric Approach
Users prioritize a seamless experience that caters to their interests and needs.
  • The platform must be designed with the end user's experience at the forefront, ensuring that it is easy to navigate, engaging, and tailored to individual needs.
Simplification and Accessibility
Users highlighted the importance of having resources that are easy to access and understand. 
  • They preferred clear, concise information that could be quickly implemented without extensive research or effort.
hand holding a baby plant
Ease of Use
The desire for a user-friendly interface was paramount.
  • Participants wanted an intuitive platform that simplifies the process of adopting sustainable practices, making it convenient to incorporate eco-friendly habits into their busy lives.
Testing the Product
Product testing is a crucial step in the product development process, ensuring that the product meets the needs and expectations of the target audience while identifying and addressing any potential issues or shortcomings before launch. It ensures product quality, validates user needs, drives iterative improvement, mitigates risks, validates market fit, and ensures compliance.

Testing involves systematically evaluating the product's functionality, usability, performance, and other aspects to meet desired requirements and expectations. The testing objectives included assessing the logo, design palette, and the content's connection with users.
Usability Testing
The usability study  consisted of two rounds with 10 users ages 18-75 with the option of being remote or in person.
FIRST STUDY
Logo and design palette
Key Findings
80%
Agreed that the logo and colors should reflect Earth’s natural hues since "Earth" is in the product name.
93%
Appreciated the geometric logo, linking "geo" with the Earth.
76%
Preferred a simple yet recognizable design.
SECOND STUDY
The original users from the initial group returned with the addition of 5 new users added. These users revealed that the content provided was fun and easy to understand.
Product usability  and content
Key Findings
Content
  • Users found the content fun and easy to understand.
  • New users also liked the geometric logo's connection to the product theme.
Topics and Community
65%
Preferred a variety of topics and subjects related to everyday life.
88%
Agreed on the need for features to create more connections within their immediate community.
Refining the Design
After thorough user testing and refining mockups, I developed a scalable and flexible design system for Earthly Ideas.

The visual design emphasizes aesthetic appeal, usability, and simplicity, ensuring a cohesive and engaging user experience.
Implementing the Results
Based on the feedback given from the second study, an array of topics were added to the bottom of articles for users to continue their journey. By providing related topics or suggested content, this will help users discover more relevant information and keep them engaged.

This will also enhance user engagement, encourage further exploration, and increase the time users spend on the platform. Regularly monitoring and analyzing user behavior will also help to refine the feature and ensure that it continues to meet user needs and expectations.
Final Mockups of Earthly Ideas
Another excellent source of feedback was a way for the users to connect with others in their own community. I added a world map to help users from anywhere in the world to be able to look up their location so they can connect with other groups and organizations right in their own backyards.
The Design
By meticulously crafting this brand guide, Earthly Ideas is set for future growth and increased visibility across both digital and traditional mediums, as well as diverse environments.

Implementing a thoughtfully designed color palette, Earthly Ideas communicates its values and mission effectively, creating a strong, recognizable brand identity that resonates with its audience and bolsters its sustainability goals.
Color Palette
Earthbound color palette arranged in hexagons with the colors' hex color code in the middle.
Green
  • Associated with nature and the environment, making it ideal for sustainability-focused brands.
  • Known for its calming effect, symbolizing growth and renewal.
  • Integral to the logo and overall design, reinforcing the brand's eco-friendly mission.
Teal
  • Reminiscent of the ocean's depths.
  • Enhances the visual appeal and richness of the brand's color scheme.
  • Teal is also associated with emotional healing and can enhance emotional well-being.
Light Blue- Aqua
  • Represents the clarity and purity of water.
  • Establishes a visual connection to water, a vital and universal element essential for all life.
  • Aqua is associated with the sea and symbolizes rejuvenation.
Strategic Design Decisions
Visual Connection to Water

Using shades of blue and teal underscores the importance of water, aligning with the brand’s commitment to sustainability and environmental awareness.
‍
This color strategy highlights water's role in sustaining life, emphasizing the interconnectedness of all living things and Earthly Ideas' dedication to ecological well-being.

Typography
Typography examples for Earthly Ideas
360 Review
Earthly Ideas exemplifies how creating a supportive and inclusive environment can empower individuals to embrace sustainable living. By addressing the common challenges of feeling overwhelmed and judged, Earthly Ideas enables people to start their eco-friendly journey at their own pace and comfort level.
The company's comprehensive resources, personalized support, and vibrant community make sustainable living accessible and enjoyable for all.
As more people join Earthly Ideas, the collective impact on the environment grows, contributing to a greener, healthier planet.
Impact and Success Stories
Epilogue
As Earthly Ideas grows, its evolving resources will mirror community progress. Our product testing strategy extends beyond functionality, encompassing usability, design, and messaging for a holistic, user-centric approach.
Iterative testing and refinement, especially in logo design and messaging, ensure the product's message is conveyed accurately. This process guarantees the brand resonates with its target audience, meeting their needs and expectations for a polished, effective product.
Next steps include conducting further user research to identify new needs, organizing another usability study to validate resolved pain points, and refining the design based on these new findings.
Little Leaf
Kyndal Lofton
 2025
©