The Good Traveler
The Good Traveler provides a simple and convenient way for travelers to make their air travel more sustainable. Since its expansion, the program has grown significantly. In 2016, The Good Traveler chose the nonprofit Rocky Mountain Institute (RMI) to oversee operations and extend the program to airports nationwide. RMI continues to grow its network of airport and retail partners, making travel offsets more accessible to travelers across the United States.
Sustainability
Website design
Branding
Design system
Marketing
led the whole project
Project Goal
The client (The Good Traveler) would like a brand new look & feel website to engage people to buy a carbon emission offset at the airport.
User Research
Transparency on where the money goes.
A quick and easy purchase process.
A solution for both business and events.
The desire for their contributions to support local projects.
Key findings
Travelers at the airport are typically in a "busy" mode, so it's important to keep the purchase process as simple as possible. All steps should be short and easy to understand.
The target audience includes not only airport travelers but also event and conference organizers. A dedicated business page is needed to provide entrepreneurs with more detailed information.
The platform should be mobile-first.
Design Solutions
#1 Redesigned the brand graphics to better engage the younger generation. I chose bright, illustrative colors to create a fresh theme that connects with TGT, incorporating elements like airports, people, various airport scenarios, and related projects. These graphics are versatile for use in digital ads, print materials, websites, and apps.
Final website and mobile version
Marketing - At airport
Conclusion
Through our design, we addressed two key challenges:
We created a streamlined "attention — engage — pay" process. Users don’t need to sign up or input extensive information. They can simplify the payment with Apple Pay or Google Pay, or simply take a picture of their credit card.
Since the carbon offset purchase is invisible, users still receive a follow-up email/story and earn rewards points. These points can be redeemed for flight miles, helping users stay engaged with environmental protection and feel connected to the "buy carbon offset" community and local projects.