UX Strategy & Behavioral Design
Grounded
Climate
Solutions
A climate solutions platform that turned anxiety into community action. Behavioral design shifted from crisis-led imagery to solution-oriented storytelling, driving 300% increase in webinar registrations and 10x content engagement through strategic visual language.
01 / Research
Research & Behavioral
Design Framework
Analysis of behavioral research revealed audiences exposed to solution-framing alongside problem acknowledgment demonstrate measurably higher intent to act. The team audited 10 environmental nonprofit sites and benchmarked against editorial platforms like TED.
The consistent finding: design that emphasized community and achievable action consistently outperformed crisis-led visual approaches. This insight shaped the entire design strategy—moving away from disaster imagery toward solution-oriented storytelling that conveyed both urgency and agency.
02 / Visual language
Visual Language for
Emotional Regulation
The visual system used icy neutrals, misty greens, and calm blues instead of high-contrast crisis colors. Typography balanced authority with warmth. Photography guidelines prioritized human connection and solution-oriented imagery over disaster documentation.
This approach required resisting conventional environmental design patterns that rely on shock and urgency. Instead, the system communicated care, competence, and community—visual signals that audiences subconsciously register as trustworthy and actionable rather than paralyzing.
03 / A system for action
Modular Content Architecture for Scalability
Modular story components were designed to require no developer support, enabling the small Grounded team to update content independently. Navigation was structured around action categories rather than issue categories—meeting users at their intent rather than the organization's taxonomy.
WordPress CMS was designed for small teams to maintain independently. Component documentation was written for non-technical users, and the system was handed off with comprehensive editorial guidelines ensuring design consistency as new content was added.
04 / Results
Results &
Community Impact
300% increase in webinar registrations in the first quarter post-launch. 10x increase in content engagement versus the previous site. Full team achieved self-sufficiency within two weeks with zero support requests, proving the documentation and component system were effective.
The platform was recognized by three environmental organizations for its innovative approach to behavioral design in climate communication. Sub-3 second load times were maintained across all pages, ensuring the solution-focused experience wasn't undermined by technical friction.