Bridging the ESG Purpose Gap
What happens when a 1990s planning system still runs modern manufacturing?
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Location
Fargo, ND
Role
Sr. UX Designer
Year
2023-2024
Duration
~18 months
Users
200+ across US and Mexico
Scope
End-to-end UX ownership including research, workflow architecture, interaction design, automation UX, and component system creation
Challenge
The app had a cluttered interface, making it difficult for users to navigate and find essential features. Users were facing issues with the onboarding process, which was affecting new user adoption rates. The app lacked personalization and customization options, making it less engaging and user-friendly.
Results
The redesigned app features a clean, clutter-free interface, making it easier for users to navigate and access essential features.
The improved onboarding process resulted in a 35% increase in new user adoption rates.
The addition of personalization and customization options enhanced user engagement, leading to a 25% increase in user retention rates.
Clarity
The Progress Tab on the company intranet provides employees with clarity by first showing them how their company is performing in terms of ESG (Environmental, Social, Governance) at the global level. It then allows them to interact and find out more detail, but also educates them at every step and shows them how they can contribute towards these broader ESG goals, make an impact and help their company achieve these goals.
Clarity
This tab ensures that employees are aware of all of their company's ESG initiatives. Content on this tab is linked to the 'Learn' tab, which focuses on enhancing employees' knowledge and competency.
Impact
My contribution tab employs relatable metric to illustrate the contribution that employees are making on society and the planet. It highlights their role in assisting the company in meeting its ESG goals. It also provides tips and personalized strategies for getting more involved in ESG initiatives. It motivates employees to contribute towards the ESG initiatives through positive reinforcement which includes recognition from leadership and peers, rewards, and ranking. They could also share their progress with other employees, as well as friends and family, to amplify the impact.
Relevance
The Connect Tab allows employees to directly connect with leadership and share their concerns. It also allows both, employees as well as executive leaders to get a better understanding of which ESG issues have more support from employees. The size of the bubbles represents the number of employees who feel similarly about an issue and deem it important.
Relevance
This section allows employees at all levels to have a voice in their company's ESG endeavours, which in long-run will help in creating a sense of ownership and motivate them to engage more in these initiatives.
The Home Page is a place where employees can view articles and posts related to ESG, and learn more about what is happening in the world around them. This can help them gain a better understanding of the issues that are important to people, and make more informed decisions. Parallelly there are also sections provided which allows them to take action by participating in the ESG initiatives that aligns with their purpose and join the Employee Resource Groups and Communities to connect with like-minded people.
Designing an ad-free experience meant creating content flows without ads.
We achieved this by focusing on rich content. One challenge was ensuring privacy controls while maintaining an easy-to-use interface. Our team developed an accessible settings menu that lets users control visibility without overwhelming them.
Designing an ad-free experience meant creating content flows without ads.
We achieved this by focusing on rich content. One challenge was ensuring privacy controls while maintaining an easy-to-use interface. Our team developed an accessible settings menu that lets users control visibility without overwhelming them.
In an age where attention spans are shrinking, minimalism has become a dominant design philosophy, particularly for modern portfolio.
Its appeal lies in its ability to communicate professionalism, focus, and clarity—all essential for creatives aiming to leave a strong impression.
