INTERNSHIP | WEB
The Community Grocer
My internship experience of re-branding and re-designing the home and donations page of a non-profit grocery store that only sells food stamp eligible meal kits.
Role
Product Design Intern
Timeline
2 months
Summer 2024
Team
Co-founders
Art Director
Skills
Web Design
Wireframing
Branding
User Research
Tools
Figma
Adobe Suite
WHY DOES IT MATTER
RESEARCH INSIGHTS
From 200+ user interviews:
People are not familiar with food insecurity
From website audit:
Hard to understand TCG's concept and structure
From competitor analysis:
Huge focus on donations and why does it matter
MAIN ASK
How to maximize the impact of the home and donations page of TCG?
OLD HOME PAGE
Lack of Call-to-Action (CTA) – especially for Donations. The concept is not explained well — you need to dig a lot for information. How can we build credibility?
NEW HOME PAGE
Converting the Donations button into a pop-up window for a smoother online payment process
Mission and Vision Statement & explaining the concept right away with the option to dive into it deeper:
Building credibility through professional video material, hard hat tour (which signals that the store is being built), short descriptors, partners & linking socials
OLD DONATIONS PAGE
How to communicate the different types of donations in a clear way? How to add delight to the Donations page?
NEW DONATIONS PAGE
Drop-down menu for other types of donations with light-weight illustrations and visuals.
DESIGN PRINCIPLES
FOCUS ON DONATION
The donation process needs to be straightforward & accessible
SIMPLE CONTENT DESIGN
Straightforward visual & written communication
INCREASING CREDIBILITY
Immediately communicating what TCG does & providing anchors
IMPACT
INCREASED TIME SPENT ON HOME PAGE BY
+13 %
Comparing May and August 2024
DECREASED BOUNCE RATE BY
-12 %
= the % of visits that was only a single page view
INCREASE IN VISITORS BY
+55 %
Comparing May and August 2024
PAGES SHOWCASED OVER TO
2.5K visitors
From June to August 2024
BEHIND THE SOLUTION
Information Architecture
Low-Fidelity Frames & Explorations
BRANDING WORK
Based on the new brand kit, I also created design assets & the annual impact report throughout the summer to prepare for the re-brand launch. Stay tuned!
LEARNINGS
🗣️ COMMUNICATION
Learned how to communicate my ideas to the founders who are from different fields
🎨 DESIGN WITH CONSTRAINT
Learned how to design with technology constraint & as the sole designer
👀 RE-BRAND PROCESS
Learned the intricacies of a re-branding process through meetings and visual design
The intern team :) Thank you so much for this summer!
👩🏻💻 THE FULL DESIGN PROCESS
If you want to see the nitty gritty of research & design explorations that went into crafting this experience, please reach out to me! I normally walk people through this in an interview environment or in a coffee chat.
Ani Nguyen Le, 2024.
Philadelphia / Budapest