designing zero
A local cardboard recycling company hired us to design their first website to build brand awareness, promote sustainability, and streamline recycling pickup scheduling.
early ideation
Taking notes and brainstorming is an important part of the process!
Here is where I define the objectives for the project
solving recycling
Zero aims to make recycling accessible and affordable for residential communities
Zero explained that the lack of an online presence was hindering their ability to reach their goals.
primary objectives
- Payment support
- Brand awareness
- Educational content
- User-friendly design
- Advertising platform
documented research
Now that objectives are defined, it’s time to conduct research
The research findings will help guide further project decisions!
market research
I analyzed the recycling industry and competitor websites to identify trends
Most competitor sites had cluttered designs and poor service booking, offering a chance to create a cleaner, more user-friendly site.
user research
User interviews revealed that they valued sustainability and transparency
Users wanted clear, easy-to-understand educational content, a simple way to view and choose a subscription, and transparent information about the company’s eco-friendly practices.
branding
brand identity
Effectively communicating Zero's brand visually to users was essential
To convey an eco-friendly message, nature-inspired imagery was selected to emphasize the company’s commitment to sustainability.
educational content
Educational content was key to raising awareness of the benefits of cardboard recycling
By highlighting the impact of recycling, the content aimed to foster a sense of responsibility among users.
tv version
Incorporating components from user interview insights was essential
Check out these informational cards!
conversion
Each page includes one or more calls to action (CTAs)
Here, a “Join Zero” button guides users into choosing a subscription plan
conversion-oriented
I aimed to boost conversions by placing CTAs to encourage subscriptions and recycling pickups
I planned for ongoing A/B testing of various elements—like button placements, headlines, and layouts—to continually improve the site's performance and drive higher conversion rates.
measuring success
brand recognition
Zero saw a 50% increase in brand awareness
Within three months of launching the website, the company saw a 50% increase in brand awareness, as reflected by increased social media followers and direct inquiries from the website.
advertising success
Targeted promotions led to a 35% increase in service bookings
The website served as a successful platform for the company’s first digital advertising campaigns, leading to a 35% increase in service bookings through targeted promotions.