Sustain

Sustain serves both B2B and B2C users, connecting restaurants, customers and reusable containers through a digital platform willing to reduce the contamination caused by single-use plastics. The experience includes QR scanning, container tracking, returns, inventory management and impact data. **The challenge was **to simplify this multi-step system and make it intuitive for both customers and partner businesses.

I worked across the product’s visual communication, including the ongoing UX/UI redesign, visual identity exploration and the creation of a brand film that explains how the system works from both the customer and restaurant perspectives.

I reviewed the existing interface through a heuristic analysis to identify issues in hierarchy, navigation, feedback and key actions across B2B and B2C flows. These findings informed the redesign strategy: simplify interactions, clarify user flows, improve UI consistency and strengthen the connection between the digital platform and physical packaging.

In parallel, I structured the brand film around the core product cycle:

Borrow → Use → Return → Reuse

This framework helped communicate the service clearly across customer, restaurant and impact perspectives while the UX/UI redesign continues.

Sustain is designed primarily for Dubai and the wider Gulf region, where the brand aims to differentiate itself through technological innovation, service efficiency and a more intuitive user experience. The visual redesign explores how the product can feel more advanced and distinctive without losing the level of quality expected in this market.

I developed two visual directions: one more digital and high-contrast, using deep greens and luminous accents to reinforce innovation and performance; and another combining green with warmer cream and gold tones to create a more refined and regionally relevant visual language.

Both directions are currently being tested and evaluated before selecting the visual foundation for the next phase of the app redesign.

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Following user testing, the core B2B and B2C user flows have been clarified and validated internally. The next stage focuses on translating these flows into the ongoing UX/UI redesign and refining the selected visual direction.

In parallel, the brand film is already being used by Sustain for promotional and investment communication, helping explain the product and its value while the digital experience continues to evolve.

Next Phase

The next phase focuses on refining the interface based on the tested user flows, selecting the final visual direction, and developing a more intuitive and consistent experience across the app.