What I did
Outcomes
Unique visitors in first 60 days post-launch
Overview
Over the last four years, Nature Counter has passionately strived to cultivate a global community bonded by a shared passion for nature. During my tenure, I played a central role in crafting two impactful email templates and co-leading the comprehensive design of the website, driving visually compelling and effective app marketing.
This case study unfolds the journey, hurdles, and triumphs encountered in enhancing Nature Counter's digital footprint and user engagement, contributing significantly to the app's mission of seamlessly blending technology with nature for holistic well-being.
Crafting a Vision
The website design process commenced with stakeholders collaboratively outlining the requirements for the inaugural version of the Nature Counter website. In search of design inspiration, our team, comprising designers, developers, and project managers, worked collectively to compile a reference collection. This included specific components and interactions that served as inspiration for the envisioned look and feel of the Nature Counter website.
Site Map Proposal
To facilitate the wireframing process for the website, we presented several iterations of a proposed sitemap to stakeholders. After refinement, the final sitemap comprises a homepage featuring promotional content for the Nature Counter app, an About page providing details about the organization supporting Nature Counter, a Features page outlining specific functionalities users can expect in the app, and a Help Center designed to assist users facing challenges with the app.
Homepage Highlights
We designed the Homepage to captivate users with vibrant nature imagery and prominent download badges, signaling the promotion of Nature Counter's mobile app. As users scroll down, they encounter additional marketing content, including an Interactive Scroll Experience that illustrates a typical app journey, from opening the app to reaping its health benefits.
Guiding Executive-Level
Narratives
I collaborated closely with the Product Owner of Nature Counter and the CEO of CrowdDoing to optimize their 'high-level' information for the About page. This included crafting sections such as Our Mission, Our Vision, Our Objective, Timeline of the Organization, and Our Values.
Captivating Feature
Exploration
We designed the Features page to offer a clear, inviting walkthrough of the mobile app's core capabilities—encouraging users to explore how Nature Counter supports their wellbeing outdoors. Anticipating that curiosity would grow after the Homepage, we positioned this section as a deeper dive into the app’s most engaging functions.
To complement this, we introduced a built-in article viewer showcasing short reads on the science and benefits of spending time in nature. This module not only lets visitors engage with meaningful content on-site—it also highlights a key feature of the mobile app, where the same articles can be accessed on the go.
Seamless Support
We foresaw that users, post-app download, might encounter challenges. To address this, a comprehensive Help Center was crafted on the website. Users can choose from four categories, directing them to specific User Guide pages featuring easily updatable Help blocks, ensuring adaptability in future website iterations.
Practical Secondary Navigation
Implemented secondary navigation to switch User Guides, removing the need to return to main Help Center page.
Efficient FAQ Assistance
We organized 8 FAQs with brief answers and integrated them into an intuitive interface for swift user assistance.
Strategic Contact Access
Designed email contact banner adhering to branding, optimizing user contact within stakeholder constraints.
Inviting Inbox Experience
As a distinct project, I designed two email templates, that are triggered from interactions in Nature Counter's mobile app.
The first template is dispatched when users request a progress report, delivering a detailed PDF attachment summarizing their time spent in nature for a selected date range. The second template is triggered upon a user completing the account sign-up form, providing a verification code for email confirmation.
Nature Counter’s website was designed with a user-first mindset—guiding visitors from curiosity to deeper engagement with the mobile app. Each section balances clarity, flexibility, and brand storytelling. The Help Center and modular design system enable long-term adaptability, while thoughtful layouts support both user needs and stakeholder goals.