Martina Nemčić

Sustainability, Climate change, Digital sustainability analysis

Tony’s Chocolonely is our favorite chocolate producer, committed to creating a 100% slave-free chocolate industry. Let’s see how their website can also keep up with their sustainability goals.

Creek and pine company sustainable goals, digital sustainability, tonys chocolonely case study

How we ended up in Amsterdam at Tony’s

Picture this: We land in Amsterdam for a three-day getaway. Friday noon, and it’s raining cats and dogs. Our dogs are hundreds of miles away in Croatia. With just an hour of free time, we set out on a mission to find Tony’s Chocolonely, armed with a proposal to enhance their website facing issues like glitches, poor performance, and an alarming 18 tonnes of CO2 emissions annually.

As fate would have it, we ended up at the wrong location, misled by outdated info on their website. A friendly soul at the front desk redirected us north, acknowledging the web user experience issues and outdated information they’re still keeping on the web.

Here at Creek & Pine, our love for chocolate is no secret – it’s a daily ritual, a 2pm pick-me-up essential for tackling the rest of the day. And if the stash is empty, leaving the office is perfectly acceptable by our company standards – life and work should never lack chocolate!In our quest for ethically sourced treats, we stumbled upon Tony’s Chocolonely and their mission to eradicate slavery in the cocoa industry. Did you know that many cocoa farms still rely on forced labor and child exploitation? Tony’s is on a mission to change that, committed to creating a 100% slave-free chocolate industry. Kudos to them for making a difference – the world needs more Tony’s!

Tony's Chocolonely

We analized Tony’s website for digital sustainability. The results were not so sweet.

One of the first digital sustainability analyses we did after we created our framework was for Tony’s Chocolonely’s website. We wanted to make sure that the website reflects their values, and is kind to the environment.

The results were not so sweet – high CO2 emissions, subpar performance, and unoptimized media assets earned them a failing grade. But fear not, improvements await, promising better conversions, user experiences, Google rankings, and a reduced carbon footprint.

First we did the Website Carbon analysis of several web pages. They were all in red, with the homepage consistently getting the worst result of a striking 3.42g of CO2 emitted into the atmosphere per load. This earned them the worst possible rating: F, and makes the website dirtier than around 90% other websites ever tested for sustainability. Ouch!

Tony's Chocolonely

Performance, design and usability issues we detected

Main issues we detected were:

  • Dirty server
  • Slow response time
  • Unused JS and CSS
  • Non-efficient cache
  • Unoptimized animation

Usability and design issues:

  • Red on blue color is overused, it strains the eyes
  • Text is too small on mobile
  • Overwhelming animations
  • Inconsistent transitions
  • Small touch targets on mobile
  • Responsive behavior could be improved
Tony's Chocolonely

Great things happen when these issues are addressed and improved

That rainy Friday we wanted to find Tony’s and share our insights on what happens when they improve their website performance and sustainability:

  • Conversions improve
  • Users have a more friendly experience
  • Website ranks better on Google
  • Website emits less CO2 into the atmosphere
  • Streamlined compliance & a future-proof web
  • Website uses less power and lessens the demand on servers
  • Minimized negative social and environmental impacts and improved reputation

Get ready, Tony’s, we’ll be knocking on your door again because everything mentioned above is crucial for yours and any business. Meanwhile, we’ll keep enjoying your fantastic products.