PROJECT
Biopath
ROLE
UX Designer
DURATION
May 2017- May 2018
TARGET
B2B U.S & LATAM
About Biopath
Biopath is a sustainable single-use packaging solution for businesses.
The research
Their main target is B2B but the idea of Biopath is to create conscience to consumers too.
I created a story telling, that was mainly focused on product knowledge.
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The problem
Sustainable products that reduce the negative impact in the planet are a trend that is rapidly growing. But the challenge is that these products are more expensive. Studies show that younger generations increasingly state that they will pay more for products that have the least negative impact on the environment. Changing consumer behavior is made even more difficult because of a lack of clear information and tools for consumers. They are unsure what “sustainability” means or how to identify sustainable brands. All this it’s cause by lack of information. The challenge here is that the trend is made for young generations, Biopath’s main target is B2B, that means that maybe not all businesses will be willing to pay more and make the change.
User Personas
Conversations and surveys were made to understand how their problem can be solve
Common user pains
Price​
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Credibility
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Product knowledge
Site map
Flow
Solution optimization
The main user pain was that they don’t know the difference between
Biodegradable, compostable or recyclable.
Product knowledge is everywhere in the website.
Inicial Wireframes
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I designed a landing page that will have all, so users will know Biopath is a serious company.
Divided between the products Biopath sales, and product knowledge.
I did not wanted to look like the first thing they see are products, because that will drive them away.
Biopath is more than just a single-use company, they really want to make a positive impact.
That is why the first thing the user sees is what is Biopath, en then what they do, how can you be part of their mission.
It’s like that is their way to make a positive impact, you can help them or you can start your own, everything helps, they are going to the same direction.
UI improvements
Products categorized by materials
Since it’s a “Get a quote” b2b website, products are categorized by materials.
Each product has its own icon.
Products
Icons that show if home compostable, recyclable,
or biodegradable
Product knowledge
Takeaways
I had to read a lot, creating the storytelling was a big responsibility. It is all about product knowledge and understanding the prospect buyer.