Visual Design Assignment: Planet A Website
General Assembly

UI & UX design, research, branding, conceting

Project Materials
Research, mood boards, sketches, wireframes,
final Figma designs

Visual Credits
Andrew Taylor
Jerry-Lee Bosmans
Scheltens and Abbenes
Torbjørn Rødland

*This project was created for educational purposes only.
Project Details
As part of the General Assembly Visual Design course, I created Planet A, a mock brand and website selling sustainable, modern products for everyday use. Planet A is also a resource for news and updates on climate change, environmentalism, and zero-waste living.

Planet A believes sustainability is a growing conversation, so it’s on a mission to make sustainable products and tools more accessible to everyday people.

I worked on this project end to end in a lead role as UI designer. I also fulfilled the UX design role, conceptualization, and brand development.

Final PDF
Website: Desktop + Mobile
Style Guide

My Design Vision

I set out to reposition eco-friendly products for the mainstream market, establishing a modern, clean website that believes in science and play. Instead of the everyday environmentalist palette, I committed to a visually fulfilling experience that transforms sustainable shopping into a luxurious experience.

Competitive Research: Zero Waste Store, Package Free & The Earthling Co.


Comparative Research: Scheltens and Abbenes, HAY & Atmos.

More research can be found here.

The ‘Planet A’ Customer

The target Planet A customer is 25 – 35 years old. They are young professionals living in metropolitan cities who lead full lives, rich with work opportunities and social commitments. Their knowledge regarding climate change and sustainability varies, but they believe that education on the topic is important and evolutionary. The Planet A customer cares about the negative impact of climate change, and they are curious to learn more and enact change.

I gained real world insight that shaped the Planet A website when I conducted interviews with my target demographic. I learned that my audience enjoys shopping in person and from the manufacturer directly, which is why I added a brick and mortar tab, Our Stores.

The Planet A audience is also drawn to companies that have aggressive environmental goals and buy-back programs. Company responsibility and transparency is important to the Planet A customer, so the Planet A giveback program plays a powerful role throughout the website. 

My interview subjects also expressed a wish for companies and the public to implement faster, more effective sustainable practices. With this in mind, I created the site’s Discover section, a place where people can educate themselves on climate change, sustainability, and eco-friendly practices.

Jane Doe, a persona I created to guide me in creating the customer journey and wireframes.

The Design Process

  • Conduct interviews to better understand my audience.

  • Use interviews to create personas and avatars to guide me in creating the customer journey and wireframes.

  • Competitive and comparative research to understand the industry landscape and collection website inspiration.

  • Create mood boards (three) and select final for continued exploration; create style guides to shape the look and feel of the brand and maintain design consistency.

  • Evolve wireframes into polished designs, iterating with instructor feedback and creative decision-making in mind.

Moodboard — Direction 01 — Scientific, Modern & Conceptual

Moodboard — Direction 02 — Natural, Earthy & Textural

Moodboard — Direction 03 — Bright, Fun & Graphic