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About
Naturcycle 2.0
NaturCycle 2.0 expands my original design with new features focused on recycling engagement, education, and community.
View Original Case Study
Nabulé specializes in branding, product design, marketing, and social media, helping businesses build strong, impactful identities and digital experiences.
Impact Metrics
Our redesign is projected to drive:
The Contents of this Case Study
Chapter 1
The Missing Link
To validate where the redesign was needed, we first analyzed the original user journey.
The Original Flow
Browse → Add to Cart → Checkout: Here’s how the unmodified app guided users through purchase.
Critical Opportunities
Three critical opportunities we discovered in the existing flow.
1
No Impact Tracking
No way to track recycling contributions.
2
No Education
Users never saw how waste becomes cosmetics.
3
No Community
No social features or challenges.
Listening To Our Users
Real feedback from our users brings the gaps to life.
Chapter 2
Listening and Learning
To ground our redesign, we used mixed-methods research. Building on two existing personas—Karen (Crunchy Mom) and Maggie (Farm-Girl Student)—we validate and refine their top needs.
Research Methods
Our research combined three methods:
Research Findings
Key insights that guided the redesign.
*From an online survey (n = 52). Qualitative comments from 6 interviews and 5 usability tests.
The Personas
Building on our existing archetypes—Karen and Maggie—here’s how our latest research fine-tunes their priorities.
Chapter 3
Navigation Revamp
Before: A Linear Experience
The original bottom nav focused solely on product discovery. Tabs like Search and Account lived as equals alongside Shop, creating friction and visual noise — especially on small screens.
Refined Search Flow
We relocated the 🔍 search field into the Home screen header. This removed redundancy, reduced clutter, and aligned with user expectations around eCommerce UIs.
Home
Shop
Impact
Learn
Me
New tabs added
Impact – A real-time dashboard for users to track their CO₂ savings, water reductions, and recycling badges.
Learn – A lightweight, interactive journey to educate users on how their waste becomes beauty.
Chapter 4
Product Pages with Purpose
We transformed each product page from a static sales screen into an educational touchpoint — surfacing sustainability and product impact before users even consider adding an item to their bag.
Before → After: From Plain to Purposeful
The original page focused solely on product visuals and purchase options.
In our redesign, eco-credentials take the spotlight, giving users a reason to feel good about their choices.
After
Highlights at a Glance
Users told us they often missed sustainability details buried in long descriptions.
We responded with a strip of five icons under the product description, each representing a key benefit:
Impact in Context
Every highlight includes concise, user-friendly copy:
Chapter 5
New Features and Flows
Research showed users wanted prompts, progress, and learning. We responded with an Impact Dashboard, drop-off logging, and an interactive journey.
Impact Dashboard
The dashboard was designed to answer three user needs: visibility into personal impact, motivation to keep going, and simple ways to participate in community recycling.
The Log Drop-Off Flow
From Waste to Beauty (Interactive Learning)
Chapter 6
Reflection and Next Steps
In this chapter, I reflect on key learnings and outline opportunities for future growth.
The Reflection
The original flow ended at checkout, leaving users disconnected from their recycling impact. By redesigning NaturCycle 2.0, I created a continuous cycle that educates, motivates, and empowers users beyond purchase.
Next Steps
Designing for behavior. Designing for impact.
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