Tera App

Tera is a startup dedicated to simplifying healthy and sustainable everyday shopping. I joined as the first designer in 2020 when the initial website, an online store promoting third-party sustainable brands, was already live. Over the next few months, we tried various solutions with curating sustainable brands without gaining significant traction. Recognizing the widespread greenwashing and lack of consumer trust in sustainability claims, we shifted our focus. Through discussions with our target audience, US millennials, we moved from curation towards transparency and personalization, empowering users to make informed choices for themselves. When we transitioned to a personalized app, the product began to show early traction.

Individuals have multiple values and preferences with different levels of  importance. By creating an onboarding that enables users to quickly set up their own preferences, we empower them with a sense of control and deeper connection to the app. This approach not only enhances user engagement but also boosts retention.

The key moment happens when users compare a product to their personal preferences. The "product scorecard" is prominently displayed just below the call-to-action (CTA) on the product details page, allowing users to quickly see if the product meets their criteria. If the product doesn't match their preferences, the app suggests better alternatives. Additionally, the scanner feature lets users use the app in a real store to check products on the spot.

Color coding, icons, and concise copywriting make the scorecard easy to understand at a glance. Detailed information is just a tap away, offering in-depth insights into each attribute and clearly revealing the relevant sources, which builds trust in the experience.

The shopping experience is designed for quick item comparison, featuring the flexibility and functions of a typical e-commerce app, allowing users to buy from their preferred retailers. The app prioritizes and highlights "matching" products first, ensuring the best options for the user are front and center.

I’m Mateo, a product designer with nearly 10 years of experience crafting digital products for companies across Europe and the US. I specialize in helping early-stage and growing businesses build strong foundations through thoughtful design—hands-on from strategy to execution.