Verda
Designing a Calm Sustainable
Shopping Experience
Project Name: Verda
Platform: Desktop (Window, MAC) Mobile (iOS + Android)
Type: UX/UI Concept Website & App
Role: Product Designer (UX & UI)
Tools: Figma
Project Overview
Verda is an eco-conscious fashion brand offering a seamless shopping experience through its e-commerce website and iOS and Android applications. Designed for individuals who value sustainability, natural living, and environmentally conscious choices, Verda aims to make discovering and purchasing eco-friendly fashion simple and accessible.
The project focuses on creating a clean, nature-inspired digital experience that reflects the brand's values while allowing users to browse collections, explore products, and shop with ease across multiple platforms.
Problem Statement
Shoppers interested in sustainable fashion often struggle to find ethical products without sacrificing a simple and convenient shopping experience. Verda aims to make discovering, evaluating, and purchasing sustainable clothing easier through a clear and user-friendly ecommerce experience.
Daniel Carter
About
Daniel enjoys fashion and cares about the environmental impact of what he buys. He wants to make more sustainable choices but still looks for clothing that fits his personal style and budget.
Story
Pain Points
Daniel has started moving away from fast fashion after learning more about its environmental impact. He wants to support sustainable brands, but finding trustworthy products and comparing options can be time-consuming.
Unclear sustainability claims
Difficulty finding trustworthy brands
Limited affordable options
Overwhelming ecommerce websites
Spending too much time researching products
Motivation
Shop more sustainably
Find stylish clothing
Support ethical brands
Make informed purchases
Core Need
Clear sustainability information
Easy product discovery
Transparent pricing
Simple navigation
Smooth checkout
Age: 29
Occupation: Graphic Designer
Location: Toronto, Ontario
Target Audience
Persona
Primary Audience:
Young adults aged 20–35 who are interested in sustainable fashion and want to make more ethical purchasing decisions without sacrificing style, affordability, or convenience.
Research/Competition Analysis
To better understand the sustainable fashion ecommerce space, I reviewed existing brands to identify common patterns, strengths, and opportunities for improvement.
Patagonia
Small screenshot of homepage/product page
Sustainability messaging
Tentree
Small screenshot
Sustainability messaging
Patagonia
Small screenshot
Transparency
Key Insights
01. Make sustainability easy to understand
Important information about materials and ethical production should be clear and easy to find.
02. Simplify product discovery
Clear navigation, categories, and filters can help users quickly find products that fit their needs.
03. Build trust through transparency
Providing useful information about how products are made can help users feel more confident about their purchases.
04. Keep the experience simple
Sustainable fashion should still provide the familiar, convenient shopping experience users expect from modern ecommerce.
Design Opportunity
The research highlighted an opportunity to create a sustainable fashion platform that combines clear sustainability information, simple product discovery, and a seamless shopping experience.
User Flow
I used soft shapes and a simple, spacious layout to create a natural and easy-to-navigate shopping experience.
Webpage (Windows, iOS)
I focused on soft, rounded shapes and a simple layout to create a clean and intuitive mobile shopping experience.
Mobile
For the initial sketches, I focused on soft, rounded shapes and simple layouts to create a clean, natural feel that aligned with Verda’s brand and made the user experience easy to navigate.
Sketches
Wireframes
Mobile
I developed the wireframes with a simple structure and clear navigation, focusing on making the shopping experience smooth and easy to use on smaller screens.
I developed the wireframes with a simple structure and clear navigation, focusing on making the shopping experience smooth and easy to use on smaller screens.
Webpage