Net Zero Agriculture Initiative

Building a new user experience from scratch

I was contracted as a Product Designer at the Clean Energy Finance Corporation to support a number of high-impact initiatives, including the redesign of pages for the 2024 Annual Report and the Net Zero Agriculture initiative. The work sat at the intersection of public policy, sustainability, and digital communication, requiring a careful balance of clarity, accuracy, and organisational goals.

A key challenge of the role was working within a highly regulated and content-heavy environment. The pages needed to communicate complex information clearly while remaining aligned with the CEFC’s broader mission and strategic objectives. Early in the engagement, I worked to understand both the institutional context and the audiences these pages were intended to serve.

User research played an important role in shaping the design direction. Through research and analysis, I identified opportunities to improve structure, hierarchy, and readability, helping ensure that key messages were easier to find and understand. These insights informed design decisions throughout the project and helped validate proposed solutions.

From there, I developed and iterated on design concepts through prototyping and documentation. This involved balancing business priorities, technical constraints, and regulatory requirements, while still aiming for clarity and consistency across the experience. Particular attention was paid to content structure and layout, given the importance of accuracy and transparency in a public-sector context.

Collaboration and communication were central to the process. I presented design concepts to senior stakeholders, clearly articulating the rationale behind key decisions and responding to feedback as the work evolved. Iteration was handled thoughtfully, ensuring that changes strengthened the overall direction without compromising usability or intent.

Through this work, I helped deliver designs that supported the CEFC’s communication goals while remaining practical, accessible, and aligned with organisational standards. The experience reinforced the importance of clarity, collaboration, and adaptability when designing within complex, policy-driven environments.