Overview
Only One is a digital nonprofit committed to restoring the planet. They offer members a monthly plan to support initiatives such as tree planting, coral restoration, and carbon and plastic removal.
Role — Senior Product Designer
Context
The business originally launched a video content platform that allows members to connect with ocean photographers and participate in ocean-focused petitions. I joined at a crucial moment to assist in launching the next version of the site. My role involved conducting user research to gain insights into members' behaviours and needs. These findings informed a new digital strategy, where I collaborated closely with the Head of Design and the Head of Product to shape the new user experience.
Design Driven by Research Insights
At the start of my work with Only One, I proposed an in-depth user research study to understand members’ needs and identify opportunities to better serve them. I defined clear research goals and collaborated with stakeholders to align with business objectives. Participants were recruited via an opt-in email field study, ensuring a diverse mix of perspectives.
I conducted 10–15 interviews to explore current experiences and engagement levels. While sign-up was easy and petition details were appreciated, members expressed confusion about how their donations contributed to ocean projects. Many also shared anxiety about the climate crisis, highlighting a need for the platform to provide reassurance and empower members.
After the interviews, I synthesized findings into a presentation outlining key segments and opportunities to enhance the next iteration of the experience.
Transforming the experience from dark to light
I collaborated closely with the Head of Design to reimagine the overall experience and evolve the visual design from version 1.0. The previous UI was dark, reminiscent of platforms like Netflix and Masterclass. We conducted extensive comparative research to guide branding adjustments and reduce user anxiety. The Head of Design introduced a lighter color palette for a more airy and optimistic feel. After team surveys and experimentation with different colour schemes, we reached a consensus to transform the brand identity.
Turning ideas into polished designs
I collaborated with the Head of Design to develop concepts that helped members understand the impact of their contributions through a personalized dashboard. Market research informed a new plan structure detailing monthly contributions across four tiers: Starter, Steward, Hero, and Legend, allowing members to track their impact over time.
I conducted multiple rounds of usability testing, starting with the core mobile flow. Users initially felt overwhelmed by the information, so I documented insights and proposed design adjustments to enhance the first-time experience. After a second round of testing and iterative refinements, we finalized the designs.
Quantitative data showed that most members accessed the platform via mobile, so we optimized the designs for mobile while ensuring a seamless desktop experience.
Measuring Success: Post-Launch metrics
We launched the new version in June 2022, collaborating closely with the development team to implement the designs. Some aspects were simplified for technical feasibility, but we prioritized design QA on core pages, with extra attention on the Profile section to ensure members’ achievements were effectively captured and displayed.
After launch, we developed a product roadmap for feature rollouts and tracked ideas in Notion. Using monitoring tools like Hotjar and Mixpanel, we analyzed member interactions to understand behavior and engagement. Following the launch, conversion rates increased, with both new and existing members engaging more with the updated experience. This success enabled the team to expand product opportunities, such as fundraisers, and add features aligned with both business and user needs.
