Work, About
Vic de Aranzeta
                                        Video,  Photo







Company
NCX
Project
End to end design of a new platform
Contributions
UX Design, Research, Visual Design, Content Strategy, Content Writing
Role
Design Lead
Industry
Climate, Finance 



Personalizing the program discovery experience.


A few months after the launch of the new Landowner Platform, metrics and interviews highlighted the need for landowners to more quickly discover the right programs for them, and reduce the effort 

With the goal to increase conversion and reduce frustration, I led the design of curating the discovery experience starting with quizzes. Quizzes appeared above programs and below the categories, and the quiz changed for the selected category. Landowners answered a short quiz about their land and at the end discovered what programs in taht category they were eligible for, if any, and how much they may be able to earn from those programs. 




products lauched

300+ 

sign ups over 30 days

40 + 

features

Saved millions 

by pivoting to new business model










Opportunity


NCX's existing marketplace model put the company in a risky position as the intermediary between buyers and sellers, creating an unsustainable business model at scale. The transition to an order book model was an opportunity to remove risk and give users access to live market data for the first time. This would create a transparent market, remove NCX from the middle of transactions, and give landowners more control over their carbon credit sales.



Challenge


Landowners were making anxious, uninformed financial decisions due to a confusing product experience that lacked market visibility and data transparency. Through customer support tickets, interviews, and surveys, we discovered users didn't understand how to price their credits or trust the system. I needed to translate complex financial market concepts into an intuitive experience for non-technical landowners, while working within tight tech constraints and a 5-week delivery timeline.
“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








With the new personalization of program discovery, we saw reduced time to decision making and increased conversion to requesting information about programs.  








San Francisco, California 
Making it pop, since 2010
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