Web app for managing environmental impact

The tree offsetting application is a sustainable program that provides a positive impact for both the organisation and its customers. Through this initiative, customers can easily participate in planting trees to offset their paper usage, contributing to a greener environment. 

The tree offsetting initiative bolsters the business’s image as a truly eco-friendly entity, actively compensating for waste by planting trees.

My role
  • Stakeholder management
  • UX Strategy
  • Ideation
  • Visual design
  • Prototyping
  • User-testing
  • Salman (Design Lead), Bryce (Product Lead), Greg (Dev leads)
  • Miro, Figma and Draw.io, Google analytics
The business vision

Committed to its vision and values, the business was eager to launch an eco-friendly program that would enable its customers to minimize waste while contributing to the sustainable cultivation of trees, ultimately used for paper production.

The problem statement

Environmentally conscious customers aspire to back sustainable paper production but face challenges in gauging their impact or determining suitable contributions. Consequently, they encounter difficulty motivating print users to save or participate in sustainable paper production efforts.

The opportunity

The initiative offered an opportunity for the product to enhance its value and reputation while assisting customers in cultivating their public image as eco-conscious organisations dedicated to tree conservation.

Final outcome

Dashboard displaying paper consumption and corresponding tree planting.

Design Challenges

Consumption vs contribution metric

Through internal discussions and customer interviews, we recognised a communication challenge regarding this concept. Consequently, we saw the need for a new metric to help customers gauge their impact and track the number of trees their organisation has used in paper vs planted.

My solution approach: I led several rounds of ideation and design-thinking sessions, sketching and drawing ideas aimed at representing the concept effectively. Among the options we explored were a “Sea-saw” (balance) and a speedometer, similar to those used in vehicles to indicate consumption versus plantation. Subsequent user testing revealed that a concept we termed “forest positive status” was more communicative and resonated well with customers.

A gauge showing tree consumption vs. planting and net outcome.

Help customers discover the program

The program was an optional add-on sold separately to the main product, and therefor required a balanced visibility for customers who opted for it vs not.

My solution approach: I identified multiple points of discovery for administrators, spanning from the public website to the admin dashboard, as well as through timed emails reminding administrators to initiate the tree replantation process within the first 30 days after logging in. This layered approach to discovery proved effective, ensuring inclusion for all program participants.

Multiple engagement paths built into onboarding

User interviews revealed that while some customers were keen to engage their employees in tree replanting activities, others showed less interest, and rather preferred subject-experts to decide where trees should be planted.

How I solved it: As a result, I devised an onboarding process that offers flexibility through multiple modes. Administrators can choose to include individuals within their organisation to participate actively or opt for us, as a business, to chose a location. This approach ensured adaptability and accommodated varying levels of engagement from participants.

Helping customers engage customers

Helping businesses communicate their environmental initiatives to customers, thereby improving their social image.

How I solved it: I crated ready-to-use templates, posts, and badges tailored for social media platforms. These templates were included on the environmental dashboard so for easy access and distribution.

Sharing environmental dashboard

During user interviews, it became evident that customers were eager to share environmental summaries with their employees to maintain engagement in their marketing campaigns.

How I solved it: W developed a simple environmental dashboard that administrators could share with their marketing and social media teams. This dashboard provides valuable and shareable information, such as the number of trees planted, the distribution of trees across various plantation locations, the duration of the organisation’s participation, and the number of sheets saved.


Below are some initial wireframes I created, outlining the key user flow for admins to discover, onboard, and optionally involve their employees in finalizing plantation locations.

High uptake
Simpler, faster, better
Low support requests