Built for Better — Visualizing Sustainable Products

Role: UX Designer
Client: Walmart
Scope: Visual system design, iconography, product discovery experience, UX/UI for ecommerce surfaces

Walmart’s Built for Better initiative helps customers identify products that meet sustainability standards across categories.

I worked on the visual system and digital experience that helped translate complex sustainability criteria into a simple, recognizable shopping experience.

The Challenge

Consumers want to shop more sustainably, but sustainability claims can be confusing and inconsistent.

The goal of Built for Better was to create a clear visual system that helps customers easily identify products that meet Walmart’s sustainability standards.

Visual System

To help customers quickly identify sustainable products, I introduced a simple icon system inspired by the circular economy. Three icons were developed by transforming the infinity symbol into recognizable forms representing good for you, good for the planet, and good for the community.

The icons were designed as flexible badges that could scale across product pages, search results, and promotional placements. The final white circular badge creates a clear visual marker that guides customers toward more sustainable choices.

Product Experience

The visual system was designed to scale across product pages, search results, and promotional placements. This garnered more click-throughs before the scroll and helped make the shopping experience seamless.

Impact

Built for Better helps customers quickly identify products aligned with environmental and social standards. Certifications like Energy Star, Rainforest Alliance, and EWG Verified were surfaced in product pages and search results to improve discovery.

Dedicated community shop pages — including Black-Owned Brands, Women-Owned Companies, and Made in America — expanded visibility and attracted new audiences and have become part of Walmart’s sustainability framework.