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Case study 02 · Web portal · Impact measurement · 2019

Datacom: The Big Shift

A web portal that helps organisations across New Zealand measure, analyse and report on their social, economic, environmental and cultural (SEEC) impact in one place.

Role
UX research, UX/UI design
Challenge
Make a complex, four-dimensional impact framework feel simple and customisable for enterprises, communities and small businesses alike.
Duration
January to April 2019 (17 weeks)
Tools
Figma, Google Forms, AI tooling
Audience
Organisations; users aged 18 to 60
The Big Shift UX case study: the portal's home page on a laptop, headlined "We track and analyse your SEEC impact", with a sign-up button and user testimonials.

01 · What is it?

Conducted

Overview

The Big Shift is a web portal designed to let enterprises and communities across New Zealand measure their social, economic, environmental and cultural (SEEC) impact. By giving them one comprehensive, user-friendly platform, the project aimed to help organisations track and improve their contribution in these areas.

The project ran from January to April 2019 (17 weeks), following a design-thinking process: empathise, define, ideate, design and test.

02 · What does the portal look like?

Conducted

The home page

The home page states the value in one line, “We track and analyse your SEEC impact”, and leads to a single sign-up action. The navigation covers features, pricing, resources and the blog, and the signed-in view adds impact overview, benchmarking and reports.

The Big Shift home page on a laptop: the headline "We track and analyse your SEEC impact", a Start for free button, and user testimonials around it.
The portal home page. The ratings, user counts and testimonials shown are placeholder content, not real data.

03 · What needed solving?

Conducted

Problem and solution

Target audience: people aged 18 to 60.

  • The problem

    Organisations in New Zealand lacked a unified way to measure their SEEC impact. Existing methods were fragmented, leading to inconsistent reporting, difficulty assessing progress and little insight into how to improve. They needed streamlined data collection, useful analytics and better decision-making.

  • The solution

    A one-stop portal to measure, analyse and report on SEEC contributions, with tailored dashboards, actionable insights and reporting tools. It also supports alignment with national goals for sustainability and cultural preservation.

04 · Would organisations use it?

Conducted

Quantitative research

An online survey (Google Forms) of around 8 users explored how the portal could help organisations measure, analyse and report on SEEC contributions, including communication efficiency, bounce rates and overall experience.

With a sample this small the results are directional rather than statistically representative. Readiness to integrate the portal into existing practice (50%) was the lowest score, which pointed to onboarding and ease of adoption as the main design risk.

  • Will the portal help your organisation better understand and measure SEEC contributions?

    75%Yes · 25% No

  • Is your organisation prepared to integrate the portal into current sustainability practices?

    50%Yes · 50% No

  • Will the actionable insights be useful for informing strategic decisions?

    85%Yes · 15% No

  • Do the reporting tools align with your sustainability and cultural goals?

    70%Yes · 30% No

  • Is your organisation likely to use the portal regularly for reporting?

    80%Yes · 20% No

  • Do you believe the portal will provide long-term value to your organisation and community?

    90%Yes · 10% No
Fig. — Share answering “Yes”, as reported from a survey of around 8 users. Directional only; not industry-wide figures.

05 · Who is it for?

Conducted

Persona

James Carter stands in for small-business owners who care about sustainability but need it to be affordable, explainable to customers and workable alongside growth.

James Carter

36 · Business owner, sustainable products company

Founder and CEO of a small business that specialises in eco-friendly, sustainable products.

  • Creative
  • Environmental
  • Productive
  • Curious

Values and motivations

Deeply committed to reducing his carbon footprint and promoting sustainability. He believes in ethical consumerism, leads by example, and wants to make a tangible impact and inspire others to adopt more eco-friendly lifestyles.

Technology comfort

IT and internet · Software · Mobile apps · Social networks

Goals

  • Expand his business and increase awareness of sustainable products
  • Incorporate renewable energy and reduce waste in operations
  • Set an example for his child about caring for the planet

Expectations and needs

  • Cost-effective sustainability, so the business can grow without compromising values
  • Tools to educate customers on the long-term value of sustainable products
  • A dependable supply of sustainable materials that meet ethical and quality standards

Pain points and objections

  • Scaling sustainability: balancing growth with eco-friendly practice at higher cost
  • Consumer education: convincing customers to choose sustainable over cheaper alternatives
  • Supply chain: sourcing consistent, high-quality sustainable materials
Fig. — Persona. A representative profile, not a real individual.

06 · Where is the gap?

Conducted

Competitor analysis

Three established frameworks shaped the positioning: B Impact Assessment, GRI Standards and SASB. Each is strong in its niche, but none covers cultural impact or offers customisable, interactive tracking for communities and small businesses. This reflects the market as assessed during the project, not a current review.

B Impact AssessmentGRI StandardsSASBThe Big Shift
Focus areasSocial, environmentalSocial, economic, environmentalEnvironmental, social, governance (ESG)Social, economic, environmental, cultural
Target usersBusinesses seeking B Corp certificationLarge corporations and institutionsInvestors and corporations with an ESG focusEnterprises, communities, small businesses
Key differentiatorCertification-focused, structured assessmentCompliance-based reportingFinancial materiality focus for investorsHolistic impact tracking across all SEEC areas
UX/UI strengthsClear data visualisation, guided assessmentsStructured reporting frameworkInvestor-oriented, clear focusEasy-to-use, customisable dashboards with real-time tracking
UX/UI weaknessesRigid for non-B Corp companiesText-heavy, difficult navigationLimited interactivity for non-investorsNot assessed in the source table
CustomisationModerate: structured assessmentLow: standardised reportsLow: primarily financial materialityHigh: tailored to industries and community types
InteractivityMedium: survey-based assessmentsLow: document-based reportingLow: report-focusedHigh: dynamic, interactive features
Best forBusinesses aiming for B Corp certificationLarge corporations with global reporting needsInvestors and public companies focused on ESGEnterprises, communities and small businesses tracking broader impact
Fig. — Competitive comparison as assessed at the time of the project, not a current verified review. Scroll sideways on small screens.

  • B Impact Assessment

    Strengths

    • Clear and visually engaging data presentation
    • Step-by-step guided assessment

    Weaknesses

    • Limited flexibility for businesses not aiming for B Corp
    • Few interactive features for deeper engagement with data

  • GRI Standards

    Strengths

    • Standardised, globally recognised ESG reporting
    • Structured, comprehensive approach

    Weaknesses

    • Text-heavy, complex documentation
    • Rigid structure for smaller or more agile companies

  • SASB

    Strengths

    • Focus on financially material factors for investors
    • Clear focus on the financial impact of ESG issues

    Weaknesses

    • Designed for investors, limited for other stakeholders
    • Few interactive tools for non-financial aspects

  • The Big Shift

    Strengths

    • Covers social, economic, environmental and cultural impact
    • Highly customisable for enterprises, communities and small businesses

    Weaknesses

    • Still in development, so the experience may evolve as it scales
    • High customisation may overwhelm users who want something simpler

07 · What does the user need to feel?

Hypothesis

Empathy map

The map frames James's thinking and feelings: optimistic about a single place to track everything, but anxious about the time to learn a new tool. That tension shaped the priority on simple onboarding and a clear dashboard.

Says

  • “We need a way to track and measure our impact on the community and environment.”
  • “It's hard to find all the right data and insights in one place.”
  • “I want to see how we can make a difference and improve our contributions.”
  • “Tracking our impact should be easy and accessible for everyone in the organisation.”

Thinks

  • “How can we make sure we're contributing positively to all four areas?”
  • “If we don't measure it, how will we know if we're improving?”
  • “This platform could streamline our efforts and help us stay accountable.”
  • “Is this tool user-friendly enough for everyone on the team?”

Feels

  • Overwhelmed by the complexity of tracking multiple impact areas
  • Optimistic about the potential for positive change
  • Anxious about the time it takes to learn a new tool
  • Encouraged by one platform to track everything in real time

Does

  • Inputs and tracks SEEC data on the platform
  • Engages team members for better transparency
  • Reviews reports to assess progress and areas to improve
  • Shares insights with stakeholders to showcase sustainability efforts
Fig. — Empathy map for James.

08 · How does it hold together?

Conducted

Information architecture

Seven areas sit under one product, built around the dashboard as the daily hub and impact tracking organised by the four SEEC dimensions.

The Big Shift

  • Home page

    • Overview of the platform
    • Key features and benefits
    • Call to action: sign up or log in
    • Testimonials and success stories
    • Contact and support

  • User authentication

    • Sign up
    • Log in
    • Forgot password

  • Dashboard

    • Impact overview (SEEC score summary)
    • Quick actions: add impact data, view reports, set goals, explore insights
    • Personalised recommendations

  • Impact tracking

    • Social: community engagement, employee well-being, charitable contributions
    • Economic: business growth metrics, local economy contributions
    • Environmental: carbon footprint tracking, sustainability initiatives
    • Cultural: diversity and inclusion efforts, cultural preservation projects

  • Goal setting and progress tracking

    • Set measurable impact goals
    • Track progress over time
    • Receive suggestions for improvement

  • Reports and insights

    • View SEEC reports
    • Download reports (PDF, CSV)
    • Compare historical data
    • Benchmark against industry standards

  • Account and settings

    • User profile (update details)
    • Organisation settings (company information, team members)
    • Notification preferences
Fig. — Seven areas under one product. Cards stack on small screens.

09 · What is the main journey?

Conducted

User flow

From sign-up to the dashboard, a user starts an impact assessment and takes one of two paths: view results and set goals, or fill out the impact form and explore recommended resources. The two paths feed into each other.

Start, then Home page, then Sign up or Log in (with a Forgot password side branch), then Dashboard, then Start impact assessment. From there, either View results then Set goals and milestones, or Fill out impact form then View recommendations then Explore resources. Set goals and milestones and Explore resources link to each other.

Fig. — User flow. Read left to right; the two assessment paths start from the same step.

10 · How do the key pages work?

Conducted

Mid-fidelity wireframes

Mid-fidelity wireframes lay out the portal's key pages before any visual design: choosing a package, creating an account, generating a report, the landing page and the blog, built from repeatable components such as cards, metric tiles, testimonials, a FAQ and a footer.

Mid-fidelity wireframes in three columns: a package comparison page with metric cards and a FAQ; a create-account form and a landing page with feature sections and testimonials; a new-report form beside key metrics, and a blog index with featured and recent articles. A feature grid page is also shown.
Mid-fidelity wireframes of the portal's key pages. Select the image to view it full size.

11 · What did it become?

Conducted

Final design

The finished interface across the portal: the landing page and feature sections, the blog, package selection and benefits, and the resources, sign-up and log-in screens. Press logos, ratings and testimonials shown are placeholder content.

Final designs for The Big Shift laid out on a tilted board: the landing page headlined "We track and analyse your SEEC impact", and feature sections for comprehensive SEEC impact tracking, data-driven insights, a user-friendly interface, enhanced transparency and customisable reporting.
Landing page and feature sections.
Final designs for The Big Shift: the blog with article cards, a "Choose your package" pricing page with credit packages and a purchase summary, a benefits section "Track, compare, and report with confidence", and user ratings and reviews.
Blog, package selection, benefits and reviews.
Final designs for The Big Shift: a resources page "Everything you need to excel at measuring and improving your SEEC impact" with illustrated article cards, and the sign-up and log-in screens with social sign-in options.
Resources, sign-up and log-in.

12 · How is it kept consistent?

Conducted

Style guide

A compact design system documents type, spacing, grid and colour, so screens built by different people stay consistent.

Style guide. Primary font Segoe UI. Type scale: Heading 1 bold 48px on 50px for page titles and hero headings; Heading 2 bold 36px on 40px for section titles; Sub Heading semi bold 22px on 24px for subsections; Body Medium regular 18px on 32px for body text; Body Small regular 16px on 24px for captions and helper text. Spacing scale 10, 20, 32, 60, 80, 100 and 120px. Desktop grid at 1440px: 12 columns, 24px gutter, 50px margin, stretch. Mobile grid at 375px: 4 columns, 16px gutter, 24px margin. Colours: primary #2966DC, secondary #000000, headings #1E1E1E, body text #6B7280. Gradients: #4F46E5, #2CAD96, #FF979D, #3E3E3E, #FF6B00 and #AE2D5D.
The project's design system: type, spacing, grid and colour. Select the image to view it full size.

Outcomes

What came out of it.

  • Demonstrates

    A full research-to-structure process: survey, persona, competitor analysis, empathy map, information architecture, user flow and a documented style guide, delivered over 17 weeks.

  • Reported

    In a small survey of around 8 users, 90% said the portal would provide long-term value and 85% said its insights would inform strategic decisions.

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