GoGreen - Enhancing homegrown food for organic living

The Context

As our environment continues to change, so does the way we think about our health, food, and everyday lifestyle. GoGreen identified an opportunity to address a challenge that goes beyond simply growing and caring for plants indoors.

The bigger challenge is making healthy eating and sustainable living genuinely accessible not just for people with gardens, space, or time to maintain them, but also for those living in small flats in the middle of busy cities.

The Problem

Nearly one-third of people in the UK (29%) say they would prefer to eat fresh, organic food but do not have full access to it.

Business Challenge

Around 30% of returning clients were unaware of the shop feature that actually helped to monetise the business.

01

Stagnant sales growth
App's core product sales were significantly low

02

Engagement drop-off
Fragmented UX During Onboarding causing User Disconnection

03

Surge in customer inquiries
Consumers contacted support to verify purchase status

Research

I combined primary and secondary research to ground the redesign in real behaviour. Starting from GoGreen's existing customer personas as a baseline, I conducted moderated one-on-one interviews with the product owner and 11 consumer participants to validate those assumptions against real usage. This process surfaced 2 major usability breakdowns that directly shaped the design goals and decisions

01

Interviews

Interviewed 5 returning clients to understand how they felt about taking action.

02

User surveys

Reviewed 20+ responses to identify patterns for analysing user behaviours.

Key Research Insights

Beyond surface-level design challenges, consumers revealed that the platform needed to serve a highly diverse user base rather than a single 'typical' persona.

• The clearest insight was a distinct split in user intent: some utilized the app strictly for lifestyle and food recipes, while others engaged exclusively with the content and shopping features."

03

Preference reviews

Reviewed 4 end-to-end preferences from the existing app and user data.

How I Changed The Strategy - Design Goal

From a feature-heavy dashboard to a focused first-launch experience

• Initially, the team planned to place all key information and functionality on the main dashboard, as it appeared to be the most direct solution.

• After I presented the research findings to the Product Owner and CEO, we aligned on a different direction: focus the first launch on improving the core dashboard experience rather than trying to surface everything at once.

The CEO also recognised that this focused approach aligned naturally with the company's long-term vision, giving us a clearer foundation to build on over time.

Design Decision

Decision 1: How do consumers understand to navigate easily

Before redesigning the dashboard for GoGreen's app, I first defined what the user exploration should look like:

Implementing a vertically stacked visual hierarchy to drive user discovery

Engineer suggested organising user intended content inside the naviagtion menu because that's how the backend stores the data

However, user interviews showed that consumers tend to take action if they see something useful

Decision 2: Designing an intent-driven checkout flow to boost order value

• To streamline the shopping experience, I redesigned the Product Detail Page (PDP) to prioritise immediate action and absolute clarity.

• By surfacing a persistent, high-contrast 'Add to Cart' button and restructuring the page layout to highlight essential product details first, I eliminated unnecessary cognitive load.

Final Design

Designed to promote healthy living, the final GoGreen platform streamlines both product purchasing and lifestyle management

By pairing clear visual hierarchy with deliberate feature prominence, the app's interface drives awareness around environmental well-being and mindfulness, while making healthy food delivery an effortless daily choice.

Impact

Minimised product specification ambiguity for Energisers and StayLite Kombuchas, creating a clearer product experience and a foundation for a scalable business model.

Business Outcomes
Shifted from feature-heavy layouts to a more balanced and visually clear experience.

• Reduced customer service queries by improving the clarity and comprehension of product descriptions for fermented food products.

• Established the core dashboard experience, including Wellbeing, Recipes, and Growing Tips, with persistent calls to action (CTAs) to make purchasing more seamless and support sales.

Measurement & Validation

Evaluated the redesign through a comparative usability study with 9 returning clients, testing identical tasks across the existing workflow and the redesigned prototype

Reflection

Iteration is key to designing better

While redesigning the product and introducing new behaviours, each iteration showed me how much small details and the right research inputs can influence the direction of a product. It reinforced the importance of using research to guide design decisions while staying aligned with core design principles. This process helped me think more structurally, refine the experience, and create an initial version ready for launch.

Building a system to manage workflows

This project gave me the opportunity to contribute across the product development process, from initial research through to final execution, while managing the team and collaborating with engineers. Working closely with the team allowed me to experiment with new ideas through ideation sessions and quickly filter them by validating them against research, business goals, technical constraints, and the product roadmap. This helped me become more structured in balancing user needs with business and technical considerations when making design decisions.

Additional Screens