Action Net Zero
Customer journey mapping
Skills employed: Journey mapping · UX writing · Client collaboration
Key wins
Fast, low-cost diagnosis
Mapped drop-off points across multiple audience segments in a single collaborative session, with no research budget.
Jargon into plain English
Reframed sustainability terminology audience by audience, so the same flow made sense to individuals and businesses alike.
Direction for what's next
Gave the founder a clear, evidenced basis for sign-up copy and channel decisions going forward.
Background
Action Net Zero is a Bristol-based sustainability consultancy engaging multiple audience types, from individuals to small businesses, through a single digital sign-up flow. Working freelance and directly with the founder, with no existing content team or research budget, I needed to identify where different audiences were dropping off or getting lost, fast.
Tactics
Rather than run a full formal research process, I used a lightweight, collaborative journey-mapping session (Miro, working live with the client) to segment audiences and surface where language and structure were creating friction – mostly around jargon-heavy sustainability terminology that meant different things to different segments.
Results
The output reshaped the sign-up copy and structure around plain-English framing per audience segment, directly informing messaging and channel decisions going forward.
Action Net Zero wound down its active local campaigns, with founder Pam Barbato moving on to other ESG advisory roles, including with Sequestra, in August 2025.
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