Ethical Consumer

Ethical Consumer Magazine are the UK’s leading alternative consumer magazine. They are an independent, not-for-profit, multi-stakeholder co-operative with open membership, founded in 1989 and based in Manchester. For over 25 years Ethical Consumer has been the hub of the ethical consumer movement, helping consumers to shop ethically, campaigners to challenge corporate power and businesses to improve their supply chain.

Their mission is to make global businesses more sustainable through consumer pressure.

The brief

Design a website that will provide everything a customer needs to help them shop more ethically and share the information and motivations more easily with their friends and family.

The solution

I worked closely with Ethical Consumer and later with Agile Collective, the agency who built the final working website. We used lots of data to help us achieve what we set out to do. Ethical Consumer surveyed their readers, ran focus groups and used data from the old website to help find out what it is that people really want from the site.

The message was clear. Users wanted a simpler site that was less cluttered, easier to navigate and had better search functionality. With the new designs I produced, we’ve definitely delivered on these requests.