UK's First Tech-Enabled Reusable Container Scheme
UK's First Tech-Enabled Reusable Container Scheme
Designing for Impact: Elevating Cauli's Sustainable Mission
Role: Lead Product Designer Time: 8 Weeks
Role: Product Designer Time: 12 Months
Role: Product Designer Time: 12 Months
Quick snapshot
I led the end-to-end redesign of Cauli’s website, the UK’s first tech-enabled reusable container scheme, to better align with their mission of making sustainability accessible and scalable. The original site lacked clarity, consistency, and a compelling user journey for both businesses and consumers. Over an 8-week sprint, I collaborated with a cross-functional team to deliver a responsive, accessible platform supported by a modular design system. Our work not only improved usability and visual storytelling but also empowered Cauli to attract new clients and scale their impact.
Cauli needed a website redesign with a full UX/UI design overhaul. They needed a cohesive brand style guide and a website that concisely showcased Cauli's services, impact, and helped generate business leads.
The primary challenge was the existing website's inability to effectively communicate Cauli's mission and services.
We created a straightforward website and style guide the client felt reflected their brand. The team performed research and worked through several iterations to produce a responsive and accessible website that not only educates businesses on their services but also makes it easy for them to contact Cauli.
● Conducted a heuristic evaluation to identify critical usability issues.
● Developed user personas and journeys to inform design decisions.
● Established a modular design system to ensure consistency and scalability.
● Prioritized mobile-first design, anticipating user behavior patterns.
● Conducted a heuristic evaluation to identify critical usability issues.
● Developed user personas and journeys to inform design decisions.
● Established a modular design system to ensure consistency and scalability.
● Prioritized mobile-first design, anticipating user behavior patterns.
The redesigned website enhanced user engagement, improved accessibility, and increased business inquiries. Post-launch analytics indicated a significant uptick in user interactions and lead generation.
As the lead UX/UI designer in a cross-functional team of six, I directed the end-to-end design process—from discovery and research to high-fidelity design and developer handoff—while mentoring junior designers and ensuring alignment with business goals.
Want to deep dive? Keep scrolling to learn more
Want to deep dive? Keep scrolling to learn more
Cauli operates at the intersection of technology and sustainability, offering reusable container solutions to the food-to-go sector. Their innovative approach required a digital presence that not only reflected their brand ethos but also facilitated user understanding and engagement. The existing website fell short in conveying their mission and converting interest into action.
Heuristic Evaluation
We initiated the project with a thorough heuristic evaluation of the existing website, uncovering issues such as inconsistent navigation, unclear calls-to-action, and accessibility barriers.
The evaluation revealed significant usability issues that hindered user engagement. We decided to prioritize these findings in our redesign strategy, ensuring that the new design would address these critical pain points.
Competitive Analysis
The challenge was to distinguish Cauli in a market with similar offerings. It was decided to highlight Cauli's unique value propositions and innovative approach prominently in the new design.
Stakeholder Interviews
Engaged with Cauli's team to understand their vision, challenges, and expectations. These insights were pivotal in aligning our design objectives with business goals.
Aligning diverse stakeholder expectations was challenging. We decided to incorporate regular feedback loops and collaborative workshops to ensure all voices were heard and integrated into the design process.
User Personas
Developed detailed personas representing key user groups: business clients seeking sustainable packaging solutions and end-users interested in eco-friendly practices.
Capturing the diverse needs of both B2B and B2C users was complex. We decided to create distinct personas for each segment, allowing for tailored user journeys and content strategies.
User Journeys
Mapped out user journeys to identify pain points and opportunities for engagement, ensuring the website met the needs of diverse user segments.
Identifying overlapping touchpoints between different user types was challenging. It was decided to design flexible pathways that could accommodate various user goals without causing confusion.
User Stories
We crafted user stories to guide feature development, such as:
● "As a business owner, I want to schedule a consultation to explore Cauli's services."
● "As a consumer, I want to locate nearby CauliBox pick-up and drop-off points."
Information Architecture
Redesigned the site's structure to facilitate intuitive navigation and highlight key information, enhancing user experience.
Balancing comprehensive information with simplicity was difficult. It was decided to implement a modular design approach, allowing users to access detailed information as needed without overwhelming the primary navigation.
Cauli had requested a website that had a modern and industrial design aesthetic. Once we had the wireframe ready we started to work on the UI elements and Style Guide. We worked closely as a team to ensure consistency across all screens on proper padding, font sizes, spacing, colors, and imagery.
Wireframes
Redesigned the site's structure to facilitate intuitive navigation and highlight key information, enhancing user experience.
Balancing comprehensive information with simplicity was difficult. It was decided to implement a modular design approach, allowing users to access detailed information as needed without overwhelming the primary navigation.
Mood board and Style guide
Cauli shared that they wanted their website to feel modern, bright and energetic. We created a mood board to achieve this goal and used it as a reminder when we began our high-fidelity screens.
Based on the approved mood board we developed a comprehensive style guide, incorporating Cauli's brand colors and typography, to ensure consistency across the platform. Integrating existing brand elements with new design components required careful consideration. It was decided to retain core brand colors while introducing complementary hues to enhance visual appeal.
High-Fidelity Designs
We produced high-fidelity web and mobile mockups, emphasizing a modern, clean aesthetic that resonates with Cauli's brand identity. Ensured designs were responsive and accessible across devices.
Ensuring accessibility without compromising design aesthetics was a key challenge. We decided to adhere strictly to WCAG guidelines and conducted accessibility testing throughout the design process.
Mobile Design
We create a mobile responsive design as we felt it was important for Cauli's costumers would mostly use the site on their phones and tablets.
Developer Collaboration
We produced high-fidelity web and mobile mockups, emphasizing a modern, clean aesthetic that resonates with Cauli's brand identity. Ensured designs were responsive and accessible across devices.
Ensuring accessibility without compromising design aesthetics was a key challenge. We decided to adhere strictly to WCAG guidelines and conducted accessibility testing throughout the design process.
This project underscored the importance of aligning design strategies with business objectives and user needs. Leading the design process allowed me to mentor team members, foster collaboration, and deliver a product that not only met but exceeded client expectations. The experience reinforced my commitment to user-centered design and the impact of thoughtful UX/UI solutions in driving business success.
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