Enhancing the UX of carbon offsetting
TO Improve conversion rates of carbon offset options in an e-commerce setting.
THE PROBLEM
Carbon offsetting, such as reforestation, involves compensating for emissions by investing in environmental projects. However, these options are often presented to users with poor visual hierarchy within checkout systems, leading to mistrust among consumers.
Concerns about the regulation and transparency of these programs, and uncertainty about the effectiveness of their contributions, result in low conversion rates.