Vignesh | Product Designer

A tool built to eliminate carbon blind spots and enable accountability in marketing, helping brands understand and reduce the environmental impact of every campaign they run.

Industry

Sustainability

My Role

Product Designer

Team

Vigneshwar

Garima Srivastava

Timeline

Aug 2024 – Nov 2025

Overview

Marketing teams today use multiple tools to manage campaigns, reporting, performance, and sustainability tracking. Despite having access to massive amounts of advertising data, most teams still struggle to understand the environmental impact of their media spend because carbon visibility simply doesn’t exist inside their workflow.

This project explores how a carbon intelligence platform can help marketing teams measure, understand, and reduce advertising emissions across every channel in real time.

The Problem

Marketing’s environmental impact is completely invisible.

Companies are setting ambitious sustainability goals, yet marketing teams responsible for large-scale media spending still operate without visibility into the environmental impact of their campaigns. Carbon reporting remains fragmented, manual, and disconnected from day-to-day campaign operations.

Without measurable insights, teams cannot confidently optimise, report, or reduce the emissions created by advertising activity.

Invisible impact

Teams lack visibility into campaign emissions across channels.

No accountability

Sustainability claims lack measurable reporting infrastructure.

Manual work

Spreadsheet-based tracking is slow and difficult to scale.

Compliance gap

Teams need better ESG reporting infrastructure.

“How do we make carbon measurement as easy as checking ad impressions?”

The core product question behind the platform.

Quick Product Walkthrough

Note: this is just a figma prototype

Research & Insights

15+ marketing leaders. Four non-negotiables.

Through interviews with marketing leaders, sustainability teams, and media buyers, one pattern became clear. Teams didn’t need another reporting dashboard. They needed carbon data integrated directly into their existing workflow.

The research revealed four key expectations: unified visibility, trusted methodology, faster reporting, and actionable recommendations.

Research Themes - Interview Synthesis

UNIFIED VIEW

"One place is the dream"

"5 tools, zero picture"

"Data is scattered"

TRUST

"How was this calculated?"

"I need to explain it"

"Show me the source"

REDUCE, NOT JUST REPORT

"What should I change?"

"Numbers without advice = useless"

Actionable insights

SPEED

"Reports take weeks"

"Need it before launch"

"Can't wait for data"

Key Findings

One place first

Teams wanted all advertising channels in one dashboard instead of scattered tools.

https://framer.link/isaacdsign

Trust the data

Users only trusted carbon numbers when the methodology was transparent.

https://framer.link/isaacdsign

Reduce, not just report

Teams wanted actionable recommendations, not passive reports.

https://framer.link/isaacdsign

Speed matters

Real-time visibility mattered more than delayed reporting.

https://framer.link/isaacdsign

Solution

A 4-step system that automates carbon measurement.

Climaty AI Measure connects advertising channels, calculates emissions in real time, benchmarks performance, and recommends lower-impact alternatives.

The goal was to make sustainability data as accessible as traditional marketing metrics.

Step 1

Connect

Connect advertising channels into one unified platform.

Step 2

Calculate

Automatically calculate campaign emissions in real time.

Step 3

Compare

Benchmark emissions against industry standards and peers.

Step 4

Recommend

Suggest lower-carbon improvements without reducing performance.

All channels synced and calculating in real time

Features

Designing clarity into a complex system.

Every feature focused on simplifying complexity without reducing transparency. The experience needed to feel intuitive while still supporting credible sustainability reporting.

Feature 01

Measure · Real-Time Carbon Intelligence

Unified carbon tracking across Digital, TV, Print, and Outdoor campaigns.

Screen Intent

This screen is the sustainability command center, built to instantly show how much carbon campaigns are generating in real time.

Primary User Goals

• Understand emissions across every media channel • Identify high-emission campaigns instantly • Access sustainability reporting in real time

Key Design Decisions

1. Channel-first hierarchy

Campaigns are grouped by media channel instead of campaign names because users think operationally in terms of media spend allocation.

Why:

Teams first wanted to identify which channels contributed the highest emissions before analysing campaign-level data.

2. Real-time emissions visibility

Carbon metrics update continuously instead of relying on exported reports.

Why:

Delayed reporting prevented teams from making optimisation decisions during active campaigns.

Feature 01

Measure · Real-Time Carbon Intelligence

Unified carbon tracking across Digital, TV, Print, and Outdoor campaigns.

Screen Intent

This screen is the sustainability command center, built to instantly show how much carbon campaigns are generating in real time.

Primary User Goals

• Understand emissions across every media channel • Identify high-emission campaigns instantly • Access sustainability reporting in real time

Key Design Decisions

1. Channel-first hierarchy

Campaigns are grouped by media channel instead of campaign names because users think operationally in terms of media spend allocation.

Why:

Teams first wanted to identify which channels contributed the highest emissions before analysing campaign-level data.

2. Real-time emissions visibility

Carbon metrics update continuously instead of relying on exported reports.

Why:

Delayed reporting prevented teams from making optimisation decisions during active campaigns.

Feature 01

Measure · Real-Time Carbon Intelligence

Unified carbon tracking across Digital, TV, Print, and Outdoor campaigns.

Screen Intent

This screen is the sustainability command center, built to instantly show how much carbon campaigns are generating in real time.

Primary User Goals

• Understand emissions across every media channel • Identify high-emission campaigns instantly • Access sustainability reporting in real time

Key Design Decisions

1. Channel-first hierarchy

Campaigns are grouped by media channel instead of campaign names because users think operationally in terms of media spend allocation.

Why:

Teams first wanted to identify which channels contributed the highest emissions before analysing campaign-level data.

2. Real-time emissions visibility

Carbon metrics update continuously instead of relying on exported reports.

Why:

Delayed reporting prevented teams from making optimisation decisions during active campaigns.

Feature 02

Programmatic+ · KPI-Driven Media Buying

AI-driven media optimisation focused on both campaign performance and carbon efficiency.

Screen Intent

This experience helps teams improve campaign performance while actively reducing environmental impact.

Primary User Goals

• Reduce emissions without affecting KPIs • Improve media buying efficiency • Optimise spend across channels in real time

Key Design Decisions

1. KPI-first optimisation

Recommendations evaluate carbon impact alongside campaign performance instead of treating sustainability separately.

Why:

Teams prioritise business outcomes first. Sustainability workflows needed to align with performance goals.

2. Cleaner supply-path visibility

Media inventory quality and supply-path transparency were surfaced directly into optimisation workflows.

Feature 02

Programmatic+ · KPI-Driven Media Buying

AI-driven media optimisation focused on both campaign performance and carbon efficiency.

Screen Intent

This experience helps teams improve campaign performance while actively reducing environmental impact.

Primary User Goals

• Reduce emissions without affecting KPIs • Improve media buying efficiency • Optimise spend across channels in real time

Key Design Decisions

1. KPI-first optimisation

Recommendations evaluate carbon impact alongside campaign performance instead of treating sustainability separately.

Why:

Teams prioritise business outcomes first. Sustainability workflows needed to align with performance goals.

2. Cleaner supply-path visibility

Media inventory quality and supply-path transparency were surfaced directly into optimisation workflows.

Feature 02

Programmatic+ · KPI-Driven Media Buying

AI-driven media optimisation focused on both campaign performance and carbon efficiency.

Screen Intent

This experience helps teams improve campaign performance while actively reducing environmental impact.

Primary User Goals

• Reduce emissions without affecting KPIs • Improve media buying efficiency • Optimise spend across channels in real time

Key Design Decisions

1. KPI-first optimisation

Recommendations evaluate carbon impact alongside campaign performance instead of treating sustainability separately.

Why:

Teams prioritise business outcomes first. Sustainability workflows needed to align with performance goals.

2. Cleaner supply-path visibility

Media inventory quality and supply-path transparency were surfaced directly into optimisation workflows.

Feature 03

Offset · Carbon Compensation Workflows

Integrated workflows for offsetting campaign emissions through verified climate projects.

Screen Intent

This feature helps teams move beyond carbon reporting into measurable sustainability action. The experience focuses on transparency, credibility, and simplified offset management.

Primary User Goals

• Offset campaign emissions transparently • Track sustainability contributions • Connect reporting with measurable environmental action

Key Design Decisions

1. Integrated offset ecosystem

Offset projects are connected directly to campaign-level carbon data.

Why:

Teams wanted offsetting to feel operationally connected instead of disconnected from campaign workflows.

2. Transparent reporting visibility

Users can view contribution tracking, offset summaries, and sustainability impact inside one workflow.

Feature 03

Offset · Carbon Compensation Workflows

Integrated workflows for offsetting campaign emissions through verified climate projects.

Screen Intent

This feature helps teams move beyond carbon reporting into measurable sustainability action. The experience focuses on transparency, credibility, and simplified offset management.

Primary User Goals

• Offset campaign emissions transparently • Track sustainability contributions • Connect reporting with measurable environmental action

Key Design Decisions

1. Integrated offset ecosystem

Offset projects are connected directly to campaign-level carbon data.

Why:

Teams wanted offsetting to feel operationally connected instead of disconnected from campaign workflows.

2. Transparent reporting visibility

Users can view contribution tracking, offset summaries, and sustainability impact inside one workflow.

Feature 03

Offset · Carbon Compensation Workflows

Integrated workflows for offsetting campaign emissions through verified climate projects.

Screen Intent

This feature helps teams move beyond carbon reporting into measurable sustainability action. The experience focuses on transparency, credibility, and simplified offset management.

Primary User Goals

• Offset campaign emissions transparently • Track sustainability contributions • Connect reporting with measurable environmental action

Key Design Decisions

1. Integrated offset ecosystem

Offset projects are connected directly to campaign-level carbon data.

Why:

Teams wanted offsetting to feel operationally connected instead of disconnected from campaign workflows.

2. Transparent reporting visibility

Users can view contribution tracking, offset summaries, and sustainability impact inside one workflow.

Feature 04

One Dashboard for All Your Ads

Unified visibility across Digital, TV, Print, and Billboard campaigns.

Screen Intent

This dashboard acts as the primary visibility layer for campaign emissions and sustainability reporting. The layout prioritises quick scanning, comparison, and operational clarity.

Primary User Goals

• Understand the full carbon footprint instantly • Identify high-emission channels • Prioritise reduction efforts quickly

Key Design Decisions

1. Dashboard-first workflow

Users land directly into campaign visibility instead of reports or setup flows.

Why:

Teams needed instant operational clarity immediately after login.

2. Location-first visibility

Regional carbon differences are surfaced directly into campaign breakdowns.

Why:

Global teams required location-specific reporting for ESG compliance.

Feature 04

One Dashboard for All Your Ads

Unified visibility across Digital, TV, Print, and Billboard campaigns.

Screen Intent

This dashboard acts as the primary visibility layer for campaign emissions and sustainability reporting. The layout prioritises quick scanning, comparison, and operational clarity.

Primary User Goals

• Understand the full carbon footprint instantly • Identify high-emission channels • Prioritise reduction efforts quickly

Key Design Decisions

1. Dashboard-first workflow

Users land directly into campaign visibility instead of reports or setup flows.

Why:

Teams needed instant operational clarity immediately after login.

2. Location-first visibility

Regional carbon differences are surfaced directly into campaign breakdowns.

Why:

Global teams required location-specific reporting for ESG compliance.

Feature 04

One Dashboard for All Your Ads

Unified visibility across Digital, TV, Print, and Billboard campaigns.

Screen Intent

This dashboard acts as the primary visibility layer for campaign emissions and sustainability reporting. The layout prioritises quick scanning, comparison, and operational clarity.

Primary User Goals

• Understand the full carbon footprint instantly • Identify high-emission channels • Prioritise reduction efforts quickly

Key Design Decisions

1. Dashboard-first workflow

Users land directly into campaign visibility instead of reports or setup flows.

Why:

Teams needed instant operational clarity immediately after login.

2. Location-first visibility

Regional carbon differences are surfaced directly into campaign breakdowns.

Why:

Global teams required location-specific reporting for ESG compliance.

Feature 05

Upload Your Plan & Try Alternatives

Compare media plans side-by-side before launching campaigns.

Screen Intent

This workflow helps teams assess sustainability impact during campaign planning rather than after launch, with a focus on comparison and scenario testing.

Primary User Goals

• Compare emissions across media plans • Find lower-carbon alternatives • Optimise before spending budget

Key Design Decisions

1. Side-by-side comparison

Current plans are always shown alongside lower-carbon alternatives.

Why:

Comparisons helped users understand trade-offs immediately.

2. Spreadsheet-first workflow

Existing Excel workflows were integrated directly into the platform.

Why:

Meeting users inside familiar workflows reduced adoption friction significantly.

Feature 05

Upload Your Plan & Try Alternatives

Compare media plans side-by-side before launching campaigns.

Screen Intent

This workflow helps teams assess sustainability impact during campaign planning rather than after launch, with a focus on comparison and scenario testing.

Primary User Goals

• Compare emissions across media plans • Find lower-carbon alternatives • Optimise before spending budget

Key Design Decisions

1. Side-by-side comparison

Current plans are always shown alongside lower-carbon alternatives.

Why:

Comparisons helped users understand trade-offs immediately.

2. Spreadsheet-first workflow

Existing Excel workflows were integrated directly into the platform.

Why:

Meeting users inside familiar workflows reduced adoption friction significantly.

Feature 05

Upload Your Plan & Try Alternatives

Compare media plans side-by-side before launching campaigns.

Screen Intent

This workflow helps teams assess sustainability impact during campaign planning rather than after launch, with a focus on comparison and scenario testing.

Primary User Goals

• Compare emissions across media plans • Find lower-carbon alternatives • Optimise before spending budget

Key Design Decisions

1. Side-by-side comparison

Current plans are always shown alongside lower-carbon alternatives.

Why:

Comparisons helped users understand trade-offs immediately.

2. Spreadsheet-first workflow

Existing Excel workflows were integrated directly into the platform.

Why:

Meeting users inside familiar workflows reduced adoption friction significantly.

Feature 06

Industry Benchmarks

Benchmark campaign emissions against industry standards and peers.

Screen Intent

This feature provides context around campaign emissions instead of presenting isolated sustainability numbers. The experience focuses on comparison, benchmarking, and strategic optimisation.

Primary User Goals

• Understand relative performance • Identify realistic improvement targets • Communicate sustainability performance credibly

Key Design Decisions

1. Quartile-based comparisons

Benchmarks show top, average, and lower-performing ranges.

Why:

Relative comparisons helped users understand performance more clearly than raw averages.

2. Sector-specific benchmarks

Industry categories automatically adapt benchmark values.

Why:

Different sectors produce different advertising carbon profiles.

Feature 06

Industry Benchmarks

Benchmark campaign emissions against industry standards and peers.

Screen Intent

This feature provides context around campaign emissions instead of presenting isolated sustainability numbers. The experience focuses on comparison, benchmarking, and strategic optimisation.

Primary User Goals

• Understand relative performance • Identify realistic improvement targets • Communicate sustainability performance credibly

Key Design Decisions

1. Quartile-based comparisons

Benchmarks show top, average, and lower-performing ranges.

Why:

Relative comparisons helped users understand performance more clearly than raw averages.

2. Sector-specific benchmarks

Industry categories automatically adapt benchmark values.

Why:

Different sectors produce different advertising carbon profiles.

Feature 06

Industry Benchmarks

Benchmark campaign emissions against industry standards and peers.

Screen Intent

This feature provides context around campaign emissions instead of presenting isolated sustainability numbers. The experience focuses on comparison, benchmarking, and strategic optimisation.

Primary User Goals

• Understand relative performance • Identify realistic improvement targets • Communicate sustainability performance credibly

Key Design Decisions

1. Quartile-based comparisons

Benchmarks show top, average, and lower-performing ranges.

Why:

Relative comparisons helped users understand performance more clearly than raw averages.

2. Sector-specific benchmarks

Industry categories automatically adapt benchmark values.

Why:

Different sectors produce different advertising carbon profiles.

Results

The platform reduced the operational effort required to measure campaign emissions while improving reporting speed, visibility, and sustainability decision-making across teams.

Key Outcomes

95%

Carbon calculation accuracy verified against GHG standards.

78%

Active adoption within the first 3 months.

5 Minutes

Time required to generate sustainability reports.

40 Hours

Saved per team every month compared to manual workflows.

28+ Companies

Using the platform across logistics, FMCG, pharma, and education sectors.

$850K ARR

Generated through enterprise sustainability partnerships.

What I Learnt

Designing for sustainability is more than visualising data. Users need trust, transparency, and actionable guidance before they can confidently make operational decisions.

Thoughtful UX can transform complex environmental reporting into something practical, measurable, and usable inside everyday marketing workflows.