Overview
Ample Earth was a platform for discovering sustainable brands. Users found brands through Ample, then bought from the retailers' own sites through affiliate links. Because each purchase was tracked, Ample could show users the environmental impact of what they bought. I led the design and Webflow build of its marketing website.
The Challenge
Ample had to explain a two-part idea quickly, that people could find brands matching their values and then see the difference their purchases make. The site also had to support a steady flow of new content and partner campaigns, and feel like one coherent journey across web and mobile.
My Role
As Lead Designer, I owned the website's UX and visual design, working in Figma before building it in Webflow. I mapped user journeys, designed responsive interfaces and built reusable CMS structures. I also took part in design and development sprints, helping the developers shape a progressive web app strategy so the experience felt consistent across web and iOS.
What I Focused On
The main tension was between discovery and conversion. People needed to browse freely, but the site also had to guide them towards partner brands and the app. I shaped navigation, page hierarchy and components around that balance, following WCAG 2.1 and testing key journeys manually. I configured Google Analytics to track visits and email sign-ups, and used that data to refine content and campaigns.
Outcome
My website work and the HTML email campaigns I designed and built contributed to an 18% increase in web traffic. The site gave Ample a clearer brand-discovery experience and a marketing platform the team could run themselves, supporting partner campaigns and app downloads.