Moral Authority UX & CX Strategy: Creating a Transparent & Research-Friendly Ethical Marketplace

Project Overview

Moral Authority is an e-commerce platform designed to eliminate greenwashing, decision fatigue, and lack of transparency in ethical shopping. By implementing a clear scoring system, structured certification glossary, and AI-driven personalization, the platform allows users to make informed purchasing decisions without excessive research.

This case study outlines how user experience (UX) and customer experience (CX) strategies were applied to:

• Enhance product transparency through a color-coded impact assessment system.

• Reduce cognitive load for research-heavy shoppers.

• Streamline certification verification with clear trust tiers.

• Optimize filtering and search functionality for ease of use.

1. The Problem: Challenges in Ethical E-Commerce

Research on conscious consumer behavior revealed several key pain points:

1.1 Decision Fatigue from Information Overload

• Ethical shoppers struggle to verify sustainability claims due to inconsistent labeling and greenwashing.

• Researching certifications and ethical standards adds friction to the buying process.

1.2 Lack of Transparency & Trust Issues

• Many online marketplaces fail to verify brand sustainability claims.

• Consumers have no standardized way to compare ethical impact across products.

1.3 High Cognitive Load in Product Discovery

• Most e-commerce platforms prioritize price and popularity rather than ethical considerations.

• Users manually filter through vague sustainability categories, making it difficult to find relevant products.

1.4 Low Retention & Engagement in Ethical Shopping

• Many ethical marketplaces lack personalization and incentives for repeat visits.

• Users need a reason to return beyond their initial purchase, such as rewards or sustainability tracking.

2. Competitive Analysis: How Moral Authority Stands Out

How Moral Authority Differentiates Itself

• First ethical marketplace to use a fully transparent, color-coded impact assessment system.

• AI-driven ethical filtering that adapts to user preferences over time.

• Comprehensive certification verification with trust tiers and research-backed grading.

• Personalized sustainability tracking for engaged shoppers.

3. UX & CX Solutions: Designing for Transparency and Ease of Use

3.1 Improving the Visual Communication of Sustainability Scores

Moral Authority assesses a product’s ethical impact across four lifecycle stages:

1. Sourcing

2. Manufacturing & Assembly

3. Packaging

4. Shipping & Transport

Each stage is evaluated based on six key impact categories:

• Energy

• Waste

• Water

• Corporate Social Responsibility

• Ownership & Identity

• Materials & Ingredients

Certification Trust Tiers: Improving Transparency and User Confidence

Moral Authority classifies certifications into three trust tiers, making it easy for users to assess the reliability of sustainability claims at a glance. This system ensures users do not have to manually verify certifications, reducing research fatigue and improving decision-making.

Updated Certification Trust Levels & Color Coding

• Color-Coded Certification Badges on Product Listings

  • Each product will display a small certification icon with a blue, green, or orange badge, allowing users to immediately recognize the level of verification.

• Hover-Over Tooltips for Quick Explanations

  • When users hover over a certification, they will see:

    • The certification name

    • Its trust tier (Blue, Green, or Orange)

    • A brief description of its verification process

• Dedicated Certification Glossary for Research-Heavy Users

  • A searchable database where users can filter certifications by:

    • Industry (e.g., fashion, beauty, food, home goods)

    • Verification type (third-party audited vs. self-reported)

    • Sustainability focus (carbon neutral, fair wages, cruelty-free, etc.)

• Filtering by Certification Level

  • Users can exclude lower-trust certifications and only see Blue or Green-tier certified products to ensure their purchases align with their values.

3.2 Enhancing the Certification Glossary & Verification Process

Many consumers struggle to differentiate between legitimate certifications and unverified sustainability claims. Moral Authority’s structured certification glossary solves this by categorizing certifications into three trust tiers:

UX Features for Transparency

• Certification Icons on Product Listings: Small color-coded badges indicate verification status.

• Hover-Over Tooltips: Quick explanations of each certification’s requirements and verification process.

• Searchable Certification Glossary: Users can filter certifications by category (e.g., fair labor, carbon footprint, animal welfare).

• Filter by Certification Trust Level: Users can exclude self-reported claims and only see third-party-verified products.

3.3 Reducing Cognitive Load for Research-Oriented Shoppers

To help conscious consumers make informed choices quickly, the UX is designed to minimize research time:

• One-Click Ethical Summary: Each product page includes a quick badge (A–F rating or percentage score) that expands for a full breakdown.

• Pre-Filtered Product Categories: Users can browse "Best for Carbon Reduction" or "Top Fair Trade Brands" without filtering manually.

• Sustainability Dashboard: Returning shoppers can track purchase impact over time (e.g., carbon savings, ethical spending trends).

• Personalized Recommendations: AI-driven product suggestions adapt based on past purchases and ethical preferences.

3.4 Enhancing Filtering & Search Functionality

A smart filtering system helps shoppers quickly find products that align with their values.

Filter Enhancements

• Dynamic Ethical Filters: Users select their top ethical concerns, and the search results prioritize relevant products automatically.

• Simple Toggle Switch ("Simple Switch"): Users can switch between detailed sustainability data and a simplified view.

• Multi-Select Filtering with Prioritization: Users can rank their values from most to least important, allowing the system to auto-prioritize search results.

• Instant Preview of Ethical Impact: Users see real-time updates when adjusting filters, without needing to reload the page.

4. Testing & UX Validation Before Launch

To ensure a seamless user experience and intuitive design, multiple testing methods will be conducted before launch. A/B testing will compare different score display formats, including pie charts, bar charts, and letter grades, to determine which is the most intuitive for users. Tree testing and card sorting will be used to refine the organization of filters and category labels, ensuring they align with user expectations. Heatmaps and click tracking will help identify areas where users hesitate or drop off during the shopping process, allowing for targeted improvements. Finally, beta testing with ethical shoppers—users who prioritize transparency in e-commerce—will provide critical feedback to refine the platform’s usability and effectiveness..

5.Why This UX Strategy Makes Moral Authority a Market Leader

By prioritizing clarity, personalization, and research efficiency, Moral Authority solves the biggest challenges in ethical e-commerce:

• Eliminates research fatigue through automated ethical filtering.

• Builds trust with a structured certification system and transparent impact scores.

• Encourages repeat visits with personalized recommendations and sustainability tracking.

This UX approach ensures that Moral Authority is not just another marketplace—it’s the most research-friendly, user-focused ethical shopping experience available.