GoodGuide is a sustainability data company providing scientific ratings to consumers on the health, environmental, and social impacts of everyday products. When I joined they needed brand and UI updates to all their consumer and B2B properities. I began by auditing their web and mobile apps, removing bloated features and making the information architecture more intuitive. I updated their logotype and mark and created a new branded rating system. The visual design targets their primary audience of new moms and is designed to play well with the health-conscious products you'd typically see on the shelves of a Target. User research we conducted revealed that users cared most about the ingredients and subsequent health effects of the products they and their family use on a daily basis. I thus designed a streamlined prototype that would focus exclusively on providing this data.
user research / interaction / branding / visual design