Case Study to Redesigning human systems for the good of people and the planet

Abstract, a globally recognized nonprofit organization, embarked on a transformative mission to launch, a pioneering platform addressing environmental challenges through collaborative solutions. The project not only involved revamping the website but also encompassed a comprehensive rebranding effort to align with the new Delterra identity. This case study unveils the design journey, challenges surmounted, solutions forged, and the successful launch of


The social development foundation has played a pivotal role in the establishment of Delterra, an independent environmental entity. Delterra will carry forward a recent and effective recycling program, which was initiated under the guidance of

Emerging from McKinsey & Company's social development arm,, this new environmental nonprofit has a primary focus on devising waste management and recycling solutions for developing economies.'s overarching mission is to foster scalable approaches to address some of the world's most pressing societal issues.

Having achieved success with their recycling initiatives in Indonesia and Argentina since 2019, the Rethinking Recycling program of will now be sustained through the efforts of Delterra. Jon Garcia, senior partner and chair of, expressed particular pride in the accomplishments of the Rethinking Recycling team.


  • Implement a seamless rebranding from McKinsey to the fresh Delterra brand, reflecting the platform's environmental focus.
  • Develop an intuitive and user-centric interface for to elevate user engagement.
  • Craft a visually captivating platform that adeptly conveys the organization's mission and values.
  • Engineer a responsive and accessible design to ensure a consistent user experience across diverse devices and accessibility requirements.
  • Integrate interactive features to foster user participation, collaboration, and contribution to environmental initiatives.

Design Process

1. Research and Analysis

The design journey commenced with a comprehensive review of the website, coupled with an in-depth understanding of user behavior, preferences, and pain points. Concurrently,'s rebranding guidelines were scrutinized to ensure the design seamlessly embodied the new Delterra ethos.

2. User-Centric Design

Insights gleaned from the research phase fueled the creation of a user-centric design that prioritized intuitive navigation, lucid content hierarchy, and engaging visuals. Wireframes and prototypes materialized to visualize the user journey and validate the efficacy of diverse design elements.

3. Visual Identity and Rebranding

To synchronize with the newly minted Delterra identity, a design language emerged that harmonized with the organization's overarching visual cues. A palette of colors, imagery resonating with environmental themes, and typography were thoughtfully selected to evoke a sense of environmental stewardship.

4. Responsive Design

Acknowledging the significance of accessibility, the design meticulously ensured responsiveness, guaranteeing an unhampered user experience across devices and screen dimensions. Rigorous testing was undertaken to ensure seamless engagement from desktops, tablets, and smartphones.

5. Interactive Features

Interactive components, including discussion forums, project showcases, and collaborative tools, were seamlessly woven into the design. These features fostered a sense of community and involvement among users passionate about environmental initiatives.

Challenges and Solutions

1. Balancing Information Density

Effectively presenting substantial information without overwhelming users emerged as a pivotal challenge. This was resolved by employing discernible content hierarchy, collapsible sections, and succinct yet informative copy to streamline the user experience.

2. Ensuring Rebrand Consistency

Harmonizing the design with Delterra's new identity while honoring McKinsey's branding history necessitated a deft touch. A fusion of elements that celebrated environmental consciousness while preserving the primary brand integrity was achieved.


The collaborative partnership between our design team and culminated in the triumphant launch of The revitalized platform features an immersive and user-friendly interface adeptly conveying its environmental mission. Initial user feedback lauds the intuitive navigation, aesthetically pleasing design, and flawless responsiveness across a spectrum of devices.


The journey of revitalizing exemplifies the transformative power of design and rebranding. By meticulously addressing user needs, maintaining brand fidelity, and prioritizing accessibility, our design team actualized a platform that unites environmental enthusiasts and catalyzes change. The project stands as a testament to design's potential to effect positive change, empowering individuals to be catalysts for a sustainable future under the banner of Delterra.

Empowering Impactful Digital Experiences

I bring nearly two decades of experience building and optimizing teams and digital products. I’ve led design teams for big brands, creative agencies and academic institutions. Most recently, I led the Internal Platforms team at Indeed. Prior to that, I helped put together and lead a separate team at Bloomberg, where we built and improved some highly influential business tools. These last few years, I've focused primarily on working with public benefit organizations, non-profits, and other mission-driven organizations looking to make a positive impact in the world. Oh, and making sure my dog, Kona, is living her best life.

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