Candella App Launch

The climate crisis often feels overwhelming — a tangle of systemic issues far beyond individual control. Like many others, I was frustrated by the constant bad news, the slow pace of government action and the feeling that living sustainably was only accessible to the privileged.

I wanted to find better ways to shop, but I didn't know where to start. I realised there was a gap: everyday people wanted to make better choices, but the path forward was hidden behind complexity, greenwashing and inertia.

The idea for Candella was born from a simple insight: when I first moved to Melbourne, I discovered that shopping at local markets wasn't just better for the planet — it was cheaper, more joyful and radically less wasteful. Why wasn't this experience easier for more people to access?

Candella set out to bridge that gap, connecting users with truly sustainable businesses without the guilt, overwhelm or endless browser searches.

I started with quick market research, surveying behaviours and needs across the conscious consumer space, then developed a lean product strategy focused on building momentum as quickly as possible. I created the Candella brand identity, mission and tone of voice, aligning everything around accessibility, optimism and authenticity.

As the sole product designer and builder, I led the UX and UI design of the first Candella platform. To expedite time to market, I built the MVP using Adalo, a no-code tool that allowed me to launch simultaneously across iOS, Android and Web with geolocation capabilities. While I initially dreamed of a more sophisticated app, I made a conscious product decision: proof of concept and real-world user feedback mattered more than perfect features.

As we grew, I brought in a co-founder with complementary skills in business development and sustainability verification, and recruited social media interns and partners to build grassroots awareness.

Building Candella taught me the art of launching lean without compromising heart. It reminded me that successful product work isn't about building every feature upfront — it's about starting conversations, validating real needs and empowering users to join a bigger movement.

It also reinforced the power of collaboration: bringing on partners who believed in the mission allowed us to grow faster and think bigger.