ZeroTag
ZeroTag promotes conscious consumption through the use of digital product labels, facilitating sustainable shopping.
Category
Company
ZeroTag
Year
2023
Problem
Many eco-conscious shoppers struggle to track product details and manage expiry dates when using refillable containers. Without a clear and convenient system, sustainable shopping can feel inconvenient and lead to food waste, which discourages long-term adoption.
My role
As a UX designer, my role was to conceptualise and design the ZeroTag mobile application from scratch. I conducted extensive research, identified the main features, and planned the entire design process from research to testing. Being the only UX designer, I was responsible for all the stages of the design process, and I collaborated with the management team on some of the steps.
Focus
UX, UI and Product Design
Platform
iOS and Android mobile app
Define
ZeroTag’s Mission
Connecting people to eco-friendly habits
ZeroTag is a local startup focused on helping people build sustainable consumption habits. Their mission is to cut down on waste and minimise reliance on single-use packaging.
The ZeroTag ecosystem is built around three core components:
• The Tag
• The E-Label
• The Mobile App
Partnering with zero-waste bulk stores across Australia, ZeroTag allows customers to tag their reusable containers with a QR sticker. Scanning the QR code through the app reveals key product details like nutritional information and expiry dates, all stored digitally.
To further support sustainability, the app sends notifications to remind users to consume products before they expire, helping reduce unnecessary food waste.
Research
Cozzo
Meal Board
Meal Board
I identified a market gap for a zero-waste bulk store solution, as existing apps were primarily designed for traditional grocery shopping.
I also noticed limited attention to user experience and several inconsistencies across the available apps.
Target audience
01
Age group
30-40
Technical maturity
4.5/5
A tech-savvy millennial who values saving time and money. Passionate about sustainability and climate-conscious choices, they are exploring refillable options to reduce single-use packaging while supporting eco-friendly brands.
02
Age group
50-60
Technical maturity
2.5/5
A working boomer and dedicated mother of two. She is committed to eco-conscious shopping and open to carrying reusable containers for packaging-free products. Her children’s health is a top priority, and she is willing to invest a little more to ensure their well-being.
Customers interviews
We conducted interviews with potential users both in-person and online to understand their views on refill stores, home pantry management, and pantry apps. Three key themes emerged as critical for a bulk store pantry app:
• Intuitive and efficient
75% of interviewees said they would use a smart pantry app if it is intuitive and does not disrupt their in-store shopping experience. They want an app that is quick and easy to use.
• Loyalty and engagement
25% of interviewees wanted features like food discounts, as bulk shopping can be costly. These incentives would encourage repeat use and build loyalty.
• Seamless scanning
When discussing the scanning feature for e-Pantry linkage, 75% of interviewees expressed concerns about potential difficulties. This was identified as a key frustration point to address.
Ideation
The cornerstone of effective user-centric creation
In this phase, I reflected on the research and planned the remaining design stages, established a basic app structure with wireframes, and facilitated communication across teams to ensure alignment.
Low-Fidelity Wireframes
No Computer… Yet! I sketched layouts and explored features on paper and whiteboards to refine the app structure, validate feasibility with engineers, and stay on track for investor deadlines.
Acessibility
While working with a multimedia designer, I also explored accessibility considerations and potential implementations for users with impairments.
Design
High-Fidelity Interface Design
With wireframes and low-fidelity sketches in place, I moved into Figma to design the app’s interface, focusing on layout, navigation, and UI elements. This phase involved transforming initial concepts into polished, interactive designs.
Design System
Building on the brand’s existing style, I created a flexible design system for the core components.
This system established consistency across the product by defining core elements such as colour tokens, fonts, icon library, and much more, ensuring a cohesive experience from the very first design iterations.
From wireframes to polished interfaces
The high-fidelity designs and design system were finalized to support developers, ensuring a smooth handoff and clear guidance for implementation.
Feature 1
Effortless Product Navigation
The e-Pantry screens are the app’s core, showing all scanned products in one place. I designed a clean, organized panel for easy browsing by category.
Feature 2
Scan & Add
Link products to e-Pantry accounts in two simple steps. QR codes connect to the backend, and a drag-and-drop interaction boosts engagement.
Feature 3
e-Label - All Info in One Place
Product e-labels display nutrition details and the supplier’s story, helping users connect with brands and understand the product journey.
Feature 4
Notifications - Prevent Food Waste
Users receive alerts before products expire, helping reduce food waste.
Feature 5
Onboarding Experience
To simplify a complex concept, the onboarding was condensed into four screens combining images and text, ensuring new users complete all essential steps.
Testing
Usability testing
Before launch, usability testing with real users was essential to uncover improvement areas and gather valuable user feedback.
Group size
5
Age
35 - 55
To ensure consistency, each participant was given the same task to complete within a set time. This allowed us to observe their behaviour, measure efficiency, and uncover pain points that informed our design improvements.
Task description
To test the scanning flow, participants were asked to link two QR codes, one from a product and one from their empty container. The goal was to successfully add the product to their e-Pantry within three minutes.
Results
100% of participants completed the task successfully within the time limit
Average completion time: 1 min 45 sec
3/5 participants hesitated at the drag-and-drop step
Insights
The high success rate confirmed the flow was intuitive, but the hesitation around drag-and-drop suggested the need for clearer visual cues and micro-interactions to guide first-time users.
If I had more time
• Translate accessibility research findings into actionable design decisions
• Conduct additional usability testing and iterate on designs based on user data
• Explore additional features to further enhance user engagement
Key takeaways
Working on ZeroTag was an incredible experience. As the sole UX designer responsible for building an app from scratch, I gained valuable insights into end-to-end product design.
I strengthened my communication skills by presenting and justifying design decisions to multiple stakeholders. I also expanded my Figma expertise, discovering new collaborative tools such as Zeplin.
Finally, working in a fast-paced environment taught me to deliver high-quality designs efficiently while meeting tight deadlines.