Cambium Carbon
Launched a user research initiative and website redesign
Project: Cambium Carbon user research initiative
Role: UX Researcher & Design Contributor
Cambium Carbon is a climate-focused startup transforming fallen city trees into locally crafted products and reinvesting the proceeds into community re-greening. When I joined the team as a UX consultant, the company was preparing to scale and needed a deeper understanding of its diverse user base, from millers and city partners to conscious consumers.
I led the user research initiative and partnered closely with the design and development team to translate insights into product strategy and a complete website redesign. I uncovered critical gaps in organizational knowledge, built a clear picture of priority audiences, and helped reshape Cambium Carbon’s digital presence that communicates impact and builds trust across stakeholder groups.
My Approach​
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Conducted interviews across stakeholder groups (millers, homeowners, young consumers, funders) to validate assumptions and reveal unmet needs
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Built interview guides, qualitative coding frameworks, and research templates for Cambium’s continued use
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Identified millers as the most critical and least understood user group, and led targeted outreach across three priority cities
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Synthesized qualitative insights into actionable personas that aligned the whole team on audience priorities
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Performed a competitive analysis of sustainability, home goods, and reforestation platforms to inform site architecture
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Collaborated with the design team to develop wireframes, test usability patterns, and refine the site’s content strategy
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Designed key components including product pages, the impact tracker, and homepage storytelling elements
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Provided a research-driven foundation for a website that is clearer, more intuitive, and more compelling for consumers, partners, and funders alike
I narrowed down our consumers to two groups: young individuals and middle-aged homeowners. The team was also interested in attracting more funding, so I interviewed foundation owners to get a sense of their key needs.
To successfully partner with millers, we needed simple onboarding processes, in-hand value propositions, and a way to advertise millers’ work to our consumers.
In order to market to homeowners, we needed to tell a compelling artisan story and provide visibility into our social responsibility efforts.
And while young individuals weren’t our target market for high-end homegoods, my research around millennial buying habits showed that offering products that value-signal environmental and ethical ideals would build brand loyalty.
Low-fidelity wireframes helped the team conceptualize the site architecture.
Full-team demos made sure that the design team was aligned with leadership and that there was transparency in the design process.
