Cleanerino
Reimagining sustainable shopping into an effortless, delightful, everyday habit.
OVERVIEW
Introduction
The beauty industry generates 120 billion packaging waste units yearly, much of it polluting landfills and oceans. While 73% of consumers seek sustainable brands, many struggle to find trustworthy options amid greenwashing and vague claims, making ethical beauty overwhelming.
I set out to change that with Cleanerino a cruelty-free, transparent, sustainable cosmetics store. Through user research, I aim to uncover real challenges people face when shopping for eco-conscious beauty.
Goals
Understand user preferences and concerns around eco-friendly and sustainable packaging.
Identify key values consumers seek (e.g., recyclability, low waste, aesthetic appeal).
PROCESS
Design Process
EMPATHISE
Desk Research
During my online research, I discovered key statistics that highlight the increasing significance of sustainability in the beauty industry every year.
User Interviews
To recruit the right participants, I created a screening survey based on insights from my desk research. I identified key characteristics of my target audience:
Age (18–45)
Younger generations are more sustainability-conscious and frequent online shoppers.
Location
Urban and suburban areas where e-commerce is common, and access to eco-friendly products varies.
Shopping Habits
Regular online cosmetics shoppers (at least once a month).
Eco-Consciousness
Users who prioritize sustainability and seek products with minimal environmental impact.
Gender
Inclusive of all genders, recognizing that cosmetics cater to a diverse audience.
I identified 4 different segments/user groups during my interviews.
Personas
Competitive Analysis
I explored several sustainable beauty platform during my research to see what kind of products do they offer and The primary goals during this analysis were to:
Understanding competitors’ strengths and weaknesses.
Examine how platforms integrate and communicate eco-friendly and sustainable practices.
DEFINE
Problems
Sustainable Beauty e-commerce in Pakistan is significantly underdeveloped in the eco-friendly segment. While a few brands claim sustainability, the space lacks innovation, clarity, and user-centric design leaving eco-conscious consumers underserved.
Core Market Gaps
Sustainability & Transparency
No clear recycling guidance, excessive plastic use, vague claims, and poor ingredient transparency.
What Consumers Value but Can't Find
Cruelty-free vegan products with minimal-waste packaging on a transparent, trustworthy platform.
User Awareness & Experience
Low education on sustainable options; no personalised recommendations.
Convenience & Subscriptions
No flexible subscriptions or refill models.
Design Goals
Our goal is to create a transparent, user-friendly, and sustainable e-commerce experience by providing verified eco-friendly products, minimal-waste packaging, and seamless shopping tools. We aim to offer flexible subscriptions, clear sustainability information, and an intuitive interface that empowers conscious consumers to make effortless, informed choices.
IDEATE
Information Architecture
I divided products into different categories.
DESIGN
Visuals
To get started with the visuals, I focused more on taking inspiration from eco-friendly content such as environmentally concerned websites, posters, green products, and more. Realized that Green symbolizes prosperity, freshness, and progress.
Typography
Steppe is a versatile geometric sans-serif font, balancing readability in small sizes with a friendly look in larger ones. Ideal for branding and text, it captures nature's simplicity with open spacing and organic curves, inspired by leaves and pebbles. I paired steppe with poppins.
Colors
I crafted an earthy, eco-inspired palette combining deep soil tones with vibrant forest greens to reflect sustainability, growth, and renewal. Softer shades and mindful contrast choices ensure both tranquility and accessibility, creating a welcoming user experience.
Sign Up
Sign Up Page seamlessly blends user-friendly design with eco-conscious aesthetics, ensuring a hassle-free registration process. Vibrant, soothing colors reflect the brand's commitment to a cleaner planet, fostering responsibility from the first interaction.
Products
Products showcase eco-friendly, locally produced essentials designed with sustainability, quality, and conscious living in mind.
Product Search
Product Search Page empowers users with a visually captivating experience. The interface balances simplicity and functionality, with intuitive filters for a delightful search journey, reinforcing Cleanerino's commitment to accessible conscious consumer choices.
Skin Quiz
An option to take skin quiz which recommends products according to user needs and skin problems.
Product Info
Product Detail Page is a sanctuary of information and aesthetics, showcasing a minimalist yet comprehensive design. It offers in-depth details on eco-friendly attributes, materials, and impact, allowing users to make informed, conscious choices for a greener lifestyle.
Cleanerino Carry
I designed an eco-friendly shopping bag for Cleanerino, made from recycled and biodegradable materials. Its minimalist design reflects the brand's commitment to simplicity and eco-conscious living.
