Spec Sheet
Client
Green Nation Collective
Industry
Sustainability · Startups
My Role
UX/UI Lead
Team
UX/UI Lead · Webflow Developer · Content Strategist · Delivery Manager
Delivarables
Product Strategy · UX Research · Product Design · Brand Strategy · Prototyping · No-Code Development
Tools
Figma · Webflow · FigJam · Figma Make
Project Timeline
1 Month
Year
2026
Live Website
The Challenge
Green Nation had an ambitious vision: an ecosystem where entrepreneurs building nature-inspired solutions could access mentorship, community, and eventually investment. But the proposition, the audience, and the product itself were still undefined.
My Role
I led the product and experience design process — from founder research through positioning, information architecture, high-fidelity design, and the first live experience.
Outcome
We turned an early-stage concept into a defined proposition, a founder journey, a product roadmap, a visual identity, and a live MVP — laying the foundation for a much larger incubation platform.
The Ambiguity
Green Nation wanted to become an ecosystem connecting founders, mentors, investors, and partners around environmental innovation — aligned with the UN Sustainable Development Goals.
But the fundamentals were still open. Who exactly were we designing for? What problem should Green Nation solve first? What should the first product experience even be? How does a simple MVP evolve into a platform without painting the brand into a corner?
Ambition → Ambiguity → Product Direction
That's the arc of this project. The workshops and interviews that follow aren't the story — they're how we resolved it.
Evidence
I facilitated three discovery sessions with the founding team to unpack the original vision, audience assumptions, and business model. Then we left the stakeholder room and talked to four early-stage founders about what actually stops someone from moving an idea to a viable company. The answers were:
"Where do I start?"
Founders struggled with planning and turning ideas into operational businesses.
Capital is the bottleneck
Funding was the biggest blocker across every stage of founder maturity.
Access beats information
What founders wanted wasn't more content, it was direct access to mentors and specialists in finance, legal, and go-to-market.
Credibility unlocks opportunity
Social proof, visible outcomes, and investor access were what made a program worth trusting.
The Pivotal Decision
Green Nation shouldn't just help people start companies. It should carry founders through the entire venture journey.
Idea → Launch → Growth → Investment Readiness
That reframing changed the brief. Instead of designing a static institutional website, we started defining Green Nation as an evolving founder ecosystem — and every decision after this point was made against that definition.
The Impact Founder
Mapping
Each stage maps directly to a product decision — the journey isn't a research artifact, it's the site's architecture.
From Vision to Product
At this stage, we needed to translate the founders’ vision into a clear product architecture. The first version of Green Nation had to earn the right to build everything else. Rather than trying to launch the entire vision at once, we focused the MVP around two core jobs:
Institutional Experience
Home & positioning, mission, events, content
Founder Acquisition
Ideation Lab, application, submission, newsletter
Site Map
Branding
More than a sustainability brand, we created a place where founders could feel understood, supported, and connected—a community that feels like home.
"We Got You. Welcome Home."
Visual Path
We startWe started by exploring the competitive landscape, experimenting with typography, colors, and visual combinations until we found a direction that felt distinctive, cohesive, and deeply connected to our brand ethos.
Moodboard
Content
Based on the core message, manifesto, and sitemap, we’ve structured and proposed content for the entire website.
Website skeleton and content side by side
Grounding Layer
Because the MVP was only the first layer of a larger ecosystem, I structured reusable foundations rather than one-off screens: typography, color, buttons, cards, inputs, grid, spacing, navigation, responsive behavior.
Foundation → Components → Patterns → Pages → Future platform
The Experience
From Figma to production. Rather than handing off static screens, this shipped as a live website — shortening the distance between a design decision and a founder experiencing it.
Desktop
Mobile
Live Website
Explore the live website and experience the project firsthand
Live website audit
Research
An 4 founder interviews
Strategy
Founder lifecycle + positioning
Experience
Journey + architecture
Product
High-fidelity prototype
Launch
The live Green Nation experience
Before
An Ambitious Idea
Undefined Audience
Undefined Proposition
No Digital Experience
No Product Roadmap
After
A Defined Founder Proposition
Research-Backed User Needs
A Founder Lifecycle
Brand Positioning
Information Architecture
An Application Funnel
A High-Fidelity Product Experience
A Live MVP
A Roadmap Toward an Incubation Platform
As founders move deeper into the ecosystem, the platform grows with them — a founder profile and personalized incubation journey, AI-assisted coaching, mentor matching, impact classification, and the analytics layer that tells us, and them, whether it's working.
