Sustainability page

Milkywire, 2024

The challenge

Milkywire helps companies manage their charitable giving. A key part of this is communicating that impact to their customers. We offered a "Sustainability Page" they could host, but it was failing:

1. Low adoption: Customers found it hard to set up.
2. Poor engagement: The pages looked generic and didn't convert.
3. Trust issues: Companies were afraid of "greenwashing" and wanted expert-verified copy.

The goal: Redesign the page creation experience to be effortless, while making the final output look bespoke and trustworthy.

From insight to interface

1. Understanding the "why"

I started by interviewing 5 current customers. A key insight emerged: They didn't just want a page; they wanted a campaign. They wanted to share this on LinkedIn and in newsletters. The old page was a static receipt; they needed a dynamic story.

2. The "bespoke at scale" paradox

The biggest design challenge was building a system that felt unique for every brand but was maintainable for us.

Design principle: "Build one flexible system that feels bespoke for each partner."

I audited our component library and identified that we could achieve 80% of the "custom feel" just by offering flexible layout blocks (Hero, Stats, Impact Grid) rather than a fixed template.

3. Prototyping with code

Instead of staying in Figma, I moved to code early using v0 and Cursor. This allowed me to:

• Test the "drag-and-drop" feel of the editor immediately.
• Validate if the animations felt "premium" or "distracting" on real devices.
• Get developer buy-in by handing over working React components, not just static mocks.

The solution

We launched version 2 of our sustainability pages, designed to align perfectly with Milkywire's new brand and web redesign while meeting the diverse needs of our enterprise customers.

New design

Old design

Key features

• Smart defaults: We pre-fill the page with their impact data, so they never start with a blank canvas.
• Verified copy: We provide "expert-approved" text blocks to prevent greenwashing risks.
• Live preview: A true WYSIWYG editor that builds confidence.

Impact

• 100% adoption: Adoption rate jumped from ~70% to 100% for new customers.
• Increased satisfaction: Qualitative feedback from partners praised the "premium feel" of the new pages.
• Zero handholding: Manual onboarding sessions dropped significantly as the tool became self-serve.