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 at 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. This R&D idea was eventually implemented and forms the core of the current experience.
user research / interaction / branding / visual design