Russell Peng

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Eco Score for Marketplace

AI Eco Score is an AI-powered sustainability rating system for Facebook Marketplace that highlights each listing’s environmental impact through a clear score badge, detailed material breakdowns, and side-by-side comparisons to help buyers make greener choices without disrupting the familiar shopping flow.

Problem Statement

Sustainability on Facebook Marketplace is often difficult to gauge and lacks
a consistent standard.

Some listings note materials or durability, but details are often incomplete or buried. With growing eco-awareness, the lack of a clear standard makes confident, sustainable shopping difficult. How might we give users a simple, transparent way to compare items by environmental impact?

The Solution

An AI-powered sustainability rating system that brings clear, standardized eco information directly into Facebook Marketplace.

AI Eco Score uses intelligent analysis to evaluate materials, durability, and sourcing, presenting each listing with an easy-to-read score badge, detailed breakdowns, and side-by-side comparisons. By surfacing environmental impact in a familiar shopping flow, the feature empowers users to make greener choices quickly and confidently—without the need for extra research.

Persona

Low Fidelity

Usability Testing

5 Participant

2 Rounds

2 Flow

Discover Eco Score with Ease

This pop-up introduces users to sustainable shopping by explaining how Eco Score highlights listings with greener materials, greater durability, and closer pickup options. Inspired by onboarding patterns used by platforms like Instagram, Airbnb, and YouTube, it uses clear visuals, concise text, and dual CTAs (“Learn More” and “Got it”) to quickly explain the feature without disrupting the browsing experience. Pop-up intros of this kind typically see 2–5 % average engagement rates, with optimized versions reaching 10 %+, making them a proven, low-friction way to onboard users to new features.

Filter by Eco Score in Seconds

This bottom sheet appears when users tap the Eco Score filter in the toolbar, letting them refine results by sustainability level with options like “Low / Medium / High” or a custom range. It follows best practices used by platforms like Airbnb and Instagram to keep users in context and lower friction. For context, about 30 % of e-commerce users use filters and tend to convert at twice the rate of non-filter users. Also, typical modal onboarding tools see 3–5 % engagement, while well-optimized ones may exceed 10 %.

Understand the Score Behind the Badge

This modal appears when users tap the Eco Score badge, breaking down how the score is calculated through clear labels and visual indicators. Inspired by Airbnb and YouTube, it builds trust and transparency at the point of decision. Contextual info modals like this often see 20–30 % engagement and boost downstream conversion.

Compare Eco Scores at a Glance

This flow starts when users select listings and tap “Compare,” opening a side-by-side view of Eco Scores, materials, durability, and pickup distance. Inspired by Amazon and Best Buy, it lets users evaluate options without leaving the page, streamlining decisions. Comparison flows like this often see 25–40 % engagement and boost conversion by reducing friction.

Result

Eco Score transformed what was once hidden in product descriptions into something visible, intuitive, and actionable. Instead of forcing users to dig for information, it met them exactly where decisions happen: in filters, comparisons, and quick glances.

To understand its impact, I tested the feature with 20 participants. After exploring the pop-up, filters, detail modal, and compare view, 90 % said Eco Score would make them more eco-conscious when shopping. Many described it as “a gentle nudge that actually works,” something that clarified rather than complicated their choices.

What stood out most was how natural the interaction felt. By borrowing familiar patterns from Instagram, Airbnb, YouTube, Amazon, and Best Buy, the feature blended seamlessly into the shopping flow. Users didn’t feel like they were learning something new; they felt like they were shopping smarter.

Eco Score didn’t just present sustainability data. It made conscious choices feel effortless.

Conclusions + Things to Improve on

What made this project meaningful wasn’t just designing a new sustainability feature, but learning how to make it feel like it had always been part of the platform. Integrating Eco Score into Facebook Marketplace meant working within a familiar design system—respecting its patterns, its tone, and its rhythm—while still introducing something new.

Every element had to earn its place. The pop-up couldn’t interrupt. The filter needed to feel familiar. The compare view had to build trust, not complexity. This forced me to think less like I was adding something on top, and more like I was weaving a new thread into an existing fabric.

Through this process, I learned how powerful subtlety can be. When done right, a feature doesn’t feel “new.” It feels like it was meant to be there all along. And that’s exactly what I wanted Eco Score to be—a quiet, trusted guide toward more sustainable choices.

Resume

Russell Peng

2025