This project focused on improving the user experience of a blockchain-based platform. The platform offers a digital wallet that helps people understand and trade carbon offsets while giving them a clearer view of their environmental impact and how their choices translate into real value.
Many users were curious about carbon offset trading but struggled to understand why it mattered, and the original onboarding pushed them into verification before creating any sense of clarity or purpose.
Interviews showed that many people were unsure about what a carbon offset actually meant and needed a simpler way to see why their participation mattered. I also compared the platform with Tree-Nation, Okta, Microsoft Entra ID and Robinhood.
We started with a carbon-offset project gallery that borrowed patterns from crowdfunding to make the value feel tangible.
I started with a crowdfunding-style gallery, assuming that showing many projects would make offsets feel tangible.
But testing showed that users scrolled without understanding the concept, turning the experience into passive browsing instead of meaningful engagement.
I improved this initial direction based on user feedback and focused on three specific areas to address the core problems users were facing:
• Onboarding Flow: Helping users understand carbon offsets in a simple, approachable way
• Authentication Flow: Making step transitions easier to follow
• Carbon-Linked Checkout: Carrying over the carbon impact calculated during onboarding so users can complete their purchase with clear meaning
I made deliberate trade-offs across the three key stages of the journey, choosing where to reduce friction and where to emphasize meaning.
• Onboarding: Used bright visuals instead of dark tones to increase engagement
• Authentication: Hid technical complexity to keep the flow simple and safe
• Carbon-Linked Checkout: Highlighted the user’s environmental impact even if it meant a slightly slower payment flow
I delivered an onboarding experience that introduces carbon offsets through a simple footprint check, carries this context directly into the product, and completes verification through a faster DID-based flow.
We've shipped the product MVP in 12 weeks. The design worked when the technology became invisible and the mission became easier for users to grasp.
