Ecorank's original product idea is to provide users with detailed rating of how sustainable a brand is.
This involves the following user flow:
However, from user interviews, we found that although they are pleased to see a thorough analysis of how sustainable a company is, users just can't sacrifice so much of their time and effort on reading long texts to make a single sustainable purchase decision
As much as it hurts that our potential users were not interested in our original rating solution, we need to come up with a pivot option.
"Not every solution needs to be packaged in the same old Application form. Sometimes we need to reach users from another interface where it is more convenient for them ."
Focus less on rating, more on suggesting the right product to users (budget, style, etc.), instead of information overload. This leads to my new design initative, diverting from the original web app, to a bridging interaction platform: Browser Extension that gives more sustainable product alternatives as users shop online
Once again, we need to put what the users need first. Here, user convenience is at the central point of this solution. When a user is on the fence between 2 or more products, just by inputting the product links, our tool will check for data on the internet and give a quick sustainability comparison between the two.
