Earth Treats — Snacking Sustainably, Designed Thoughtfully
UI DESIGN
BRANDING
USER RESEARCH
Earth Treats Branding & UI Design
Personal Project
For Earth Treats, I led the end-to-end UX/UI design process to create a joyful, snack subscription experience. Starting with user research and journey mapping, I identified key pain points around sustainable snacking and subscription fatigue. I developed a brand identity that feels fresh, trustworthy, and playful, then translated it into wireframes and a clean, responsive UI across web and mobile. The final product includes intuitive flows for onboarding, snack selection, and impact tracking — all designed to make users feel good about their choices and empowered in their sustainability journey.
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User Research
1. Objective
Understand snackers’ needs, frustrations, and motivations around eco-friendly snacking and zero-waste lifestyles, to shape a better, more useful UI/UX experience.
2. Target Users
20–45 years old
Eco-conscious individuals (beginner to hardcore)
Urban and suburban dwellers (delivery-friendly areas)
Snack lovers who value health, taste, and ethics
People exploring or already practicing low-waste or sustainable living
3. Key User Problems Identified
Access to Eco-Friendly Snacks
“I don’t know where to find snacks that aren’t packed in plastic.”
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Greenwashing Overload
“So many brands claim to be eco but aren’t really — it’s exhausting trying to figure out who’s legit.” -
Packaging Waste Guilt
“Even when I buy organic snacks, the packaging still feels super wasteful.” -
Subscription Fatigue
“Most subscription boxes are wasteful or have a lot of stuff I don’t want — it feels impersonal.” -
Price Sensitivity
“I want to do the right thing, but a lot of eco-friendly stuff feels way more expensive.”
4. Key Takeaways for the UI/UX
Make Impact Transparent:
→ Visualize and simplify the eco-impact clearly (e.g., “This box saved 2 pounds of plastic!”).
Personalize the Experience:
→ Let users set snack preferences to reduce unwanted items (and therefore waste).
Authenticity is Non-Negotiable:
→ Use strong certifications and clear communication to combat "greenwashing fatigue."
Reward Eco-Friendly Behavior:
→ Gamify returns and impact (badges, discounts, early access to limited snacks).
Accessible Pricing Tiers:
→ Offer multiple plans (basic box, premium box) to not alienate price-sensitive users.
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