Work, About
Vic de Aranzeta
                                        Video,  Photo






Company
NCXProject
Program Discovery  Contributions
UX Design, Research, Visual Design, Content Strategy, Content Writing, GTM Planning Role
Design Lead
Industry
Climate, Finance 


Helping landowners discover and evaluate opportunities for their land.



NCX Landowner Platform was initially focused on carbon credits, and connecting landowners to corporate buyers with net-zero goals. Beyond that, the broader climate goal was to sequester more carbon in the atmosphere by incentivizing landowners and offering other ways to earn money from their land.  

Carbon credit markets faced increasing skepticism, and NCX needed to pivot beyond carbon credits. I created cross-functional research workshops and partnered with the CPO to lead Product Market Fit research sprints, identifying market signals and new product opportunities.

As the Founding Designer and Design Lead taking on expanded product responsibilities, I led design during the company's strategic pivot from carbon credits to a comprehensive land proram opportunities platform, collaborating with stakeholders from finance to data science while contributing to product management, content strategy, and go-to-market planning.



2 

products lauched

300+ 

new sign ups over 30 days

40 + 

features

Saved millions 

by pivoting to new business model








Product Market Fit research revealed an untapped opportunity to serve landowners beyond carbon credits. Through continuous discovery research, we identified that landowners needed help learning about their land, accessing unbiased information about opportunities, and finding the right programs that met their specific goals. This pivot allowed us to transform from a single solution marketplace (carbon credits) to a comprehensive platform for land opportunities including solar, regenerative agriculture, tree planting, and more.

A company-wide pivot required rapid 0-to-1 product development. I explored multiple directions, conducted product-market fit research through 6-week sprints in partnership with the CPO, and designed over 40 new features across 2 full-scale products. Over the next few months, I was focused on defining a design vision and strategy that met real landowner needs and supported new business opportunities.
“Vic was a key contributor on PMF efforts, which led to real revenue in the pipeline. She has been critical in infusing good discovery practices into the sales motion, which has been cited multiple times by BizDev as a positive evolution.”



- Chief Product Officer, NCX

























 








The new Landowner Platform empowered landowners to discover, evaluate, and compare opportunities beyond carbon credits in one place. 

Post-launch metrics showed enthusiastic adoption from both landowners and program partners, with this sticky product experience generating more referrals than the previous business model. This led to building a dedicated landowner referral program and delivered financial impact through increased adoption and conversion. 

“Thousands of landowners have used the marketplace, and hundreds have requested calls. Vic was instrumental in delivering our MVP and maturing it up.” 



- Chief Product Officer, NCX“...Vic single-handedly led our in-house UX research lab for NCX employees to understand the value of research and to implement these practices into PMF.”



- Landowner Success Manager





San Francisco, California 
Making it pop, since 2010LinkedIn,  MediumTypography used: Diatype & Gaisyr© 2025 Victoria de Aranzeta