A Sustainable Shopping Experience

Eco Sleeping







5 weeks


Project Overview

I was asked to put the lessons I learned from my UX/UI course into action by designing an e-commerce website with two of my classmates. My team decided to make a concept project to allow us to learn more about the process behind making digital products as well as UX/UI design. Our love for supporting sustainability and small businesses inspired us to design a website that would bring these products from small businesses to the hands of the users more easily.

My Role

I was one of the UX/UI designers. I was involved throughout the entire process, starting from conceptualization to creation of the prototype.

What is “Eco Sleeping”?

Eco Sleeping is an online collective shop that sells sustainable sleeping needs such as beddings, sleepwear, sleeping scents, and skin care. These products are created by small businesses such as women owned businesses and local businesses. They are not price sensitive, sustainable and ethically-made.

Key Deliverables

  • User research, user flows & user journey refinement
  • Business strategy, business goals & branding
  • Moodboard, color palette & UI kit

  • Usability testing
  • Presentation (12 min)
  • Digital wireframe (hi-fi) as a desktop & mobile version


  • To attract users to buy sustainable products by educating them about the importance of sustainability
  • To provide an easy purchasing experience
  • To create an avenue for online small business owners to sell their sustainable products

Design Goal

  • To give the friendly and authentic boutique shopping experience to online users
  • To create a minimalistic attractive UI that encourages users to shop sustainably


We started out by asking ourselves some initial key questions.

Design Process


Contextual Research

Secondary research has shown that millennials are more sustainability-conscious than others. They are eager to show this publicly through their buying habits. Their tastes and preferences support creating sustainability and
equality for all. Millennials mostly shop online. They care about the environment, have a minimal lifestyle, and are
health conscious.
Next we did contextual research which put us in the user environment to observe their behavior and motivations. To further understand the highs and lows of the experience for users, we conducted interviews. The interview questions were a mix of both quantitative and qualitative questions to allow us to get an insight of the user’s demographics, use of technology, and experience with buying products from online sustainable businesses.

Contextual inquiry (onsite visit)

User Pain Points & Probable Solutions

User Pain Point

  • Lack of online shops that carry sustainable products from small businesses
  • Wants great quality products
  • Needs to know the history of products
  • Wants to support local and women owned businesses
  • Have a collective online shop for sustainable sleeping products

Probable Solution

  • Provide a platform for sustainable products from small businesses
  • Select great quality products
  • Tell the story of products in product details section or as an icon
  • Carry products from local and women owned businesses
  • Offer a selection of sustainable sleeping products

Competitive Analysis

As we searched and asked around for websites frequently used for shopping sustainable products owned by small businesses, we found out that there was no website centered on this area. We only found one website that sells clothing, fashion accessories and home products. Most sustainable products are sold on their own websites and there are not many online stores that carry a collection of products. So we analyzed the different features each individual website with sustainable products brings for users. This information helped us identify key features to add to our website.

Online Shop's Characteristics

  • < 4 categories on navigation bar
  • Limited variety of products
  • Emphasizing business values
  • Modern and minimal design
  • User education focused

User's Characteristics

  • 82% are millennials (1981-1996)
  • 98% care about the environment and global warming
  • 78% mentioned interests in Minimalistic life style
  • Mostly health conscious



Meet Linda Evans

  • Linda believes "fewer, better".
  • She has a minimal and healthy lifestyle.
  • She supports ethical and sustainable brands and she is against fashion mass production.
  • She is looking for eco-friendly products (online & in store).
  • Linda wants a simple & straight forward shopping experience.



User Flow

We constructed a user flow of what a basic start to finish journey looks like while purchasing an item. This helps us in understanding ways users can interact with the product, as well as allowing us to see navigation through user goals.






Here are the planned brand attribute:

  • Eco Friendly
  • Authentic
  • Informative
  • Modern
  • Peaceful

Color Palette

We picked a color palette that reflected Eco Sleeping’s look and feel.

UI Kit

Business Value Icons



Eco Sleeping is an idea that is near and dear to my heart because I care a lot about sustainability and sleeping. I believe it is a concept that society would greatly benefit from. My team and I tried to communicate the importance of sustainability and minimalism through our design while creating a user friendly shopping experience.
This was my first time using Figma to create interactive design which was challenging a little bit but I really enjoyed learning and exploring it.

Let me know if you want to talk about a potential collaboration. I’m available
for UX work.

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