Better Place Forests

Visiting forests became a problem during the COVID pandemic — in fact, the forests shut down completely. To help cope with that issue and consider opportunities for future growth, Better Place Forests wanted to launch an e-commerce experience that would work in lieu of visiting the tree in the forest.

It was important for this platform to be highly accessible to their audience (ages 40+) and sell trees online in a way that’s engaging and thoughtful — in a sense, to emulate the experience of visiting a forest. It also had to have several ‘outs’ to talk to their salespeople (aka ‘advisors’ to the customers) to maintain that human touch. We also had the opportunity to address issues that their customers had with the sales process, mainly:

- Customers were not understanding the extent of their purchases and what it meant to buy a tree

- Potential customers often suffered from analysis paralysis when it came down to picking the final tree

- Because of the context of the project, and because this would be the first iteration of their e-commerce platform, we were also tasked to be exploratory and go wide with our exploration

* This was our second engagement with Better Place Forests. Our first project redesigned their marketing site, refined their brand, and established their design system,