Backed by Sembcorp and supported by EDB’s Corporate Venture Launchpad, GoNetZero is a B2B digital ecosystem enabling enterprises to track Scope 1, 2, and 3 emissions, manage Renewable Energy Certificates (RECs), and procure carbon credits via blockchain-backed verification.
The problem
After overhauling the marketing site, I was seconded to lead the post-login product. Originally a three-month demo project, it expanded into a year-long role as design anchor managing a distributed team to build the platform's underlying fragmentation.
Despite executive goals for a seamless self-serve SaaS product, I inherited a fragmented technical landscape:
The approach
How might we architect a unified, self-serve SaaS ecosystem for client-side Sustainability Officers so that they can autonomously manage complex carbon data across multiple product pillars?
Redirected the primary design focus from internal Commercial Leads — who traditionally operated the legacy tools on behalf of clients — to client-side Sustainability Officers, architecting an interface intuitive enough to drive true client self-service.
Rather than a prolonged research phase, I gathered domain knowledge by consulting internal subject-matter experts and auditing existing internal tools. Referencing possible partnership platforms like Asuene, I translated complex Scope 1, 2, and 3 measurement workflows into an adapted, user-friendly model.
Anchored the UX architecture to the executive vision: digitalising these manual offline workflows to offer clients either a full-suite decarbonisation journey or standalone modular products.
The solution
My core mandate was not just to design isolated screens, but to build the structural foundation required for the platform's long-term product evolution across multiple pillars.
Translated fragmented product requirements into a cohesive Information Architecture (IA). This established the structural blueprint for the platform, ensuring the ecosystem could seamlessly scale as new decarbonisation modules were added to the roadmap.
Evolved the pre-existing, marketing-focused Design Language System to fit the rigorous data density needs of the post-login journey. I established a strict 12-column grid, standardising data tables and visualisations to handle massive carbon datasets across all future pillars.
Abstracted complex backend calculations into a standardised onboarding flow. While this initially served as a high-fidelity sales prototype, it was deliberately architected as a reusable framework for all future product onboarding, designed to scale flexibly depending on module complexity.
Utilised progressive disclosure to lower cognitive load. The dashboard surfaces high-level portfolio health first, allowing users to seamlessly drill down into granular Scope 1, 2, and 3 asset data — establishing a UI pattern that works for any future data pillar.
Commercial enablement & impact
Abstracting complex backend calculations into a high-fidelity prototype functioned as both a narrative toolkit for the sales team and the architectural proving ground for the platform's two heaviest product pillars. This successfully established the complex form pages, overview dashboards, and core component library needed for the entire ecosystem.
Established a scalable template framework for public-facing energy dashboards. This allowed enterprise clients to convert their raw carbon data into tangible branding assets displayed within their physical offices, directly strengthening GoNetZero's B2B value proposition.
Spearheaded the UX design for a high-stakes Netherlands Government tender evaluating flight emission tracking, engineering a dual-layered dashboard for administrative oversight (HQ View) and personal tracking (Individual View). The UX and Design portion of our proposal secured a perfect score from government evaluators, validating the usability of the interface at an international regulatory standard.
