Personal Project | Refugees & Mobile
My experience of designing a chat platform for refugees and immigrants for better cultural integration in the target country.
Role
Solo Product Designer
Timeline
6 weeks
Spring 2024
Skills
User Research
Wireframing
Visual Design
Tools
Figma
Adobe Suite
Problem
How to design for someone who faces a lot of potential risk?
How can technology help to overcome cultural differences?
Research
Given the time constraint and as the sole designer on the team, I mapped out three efficient ways to gather information for the urgent re-design.
Assisted to over 200 user interviews
Website Audit
Competitor analysis in the food non-profit space
But I realized, there were 2 main constraints…
Time & Style Constraint: even though TCG was going through a re-brand, I had to design the website with their limited, old brand kit to maximize reach before their launch
Technology Constraint: I had to come up with a design solution that can be executed on a limited website builder platform, due to lack of engineers in the team
Home Page
Let's compare the old vs. new Home page – the most crucial part of the website.
Old Home Page
Main pain points:
🔴 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
Solution 1:
🟢 Converting the Donations button into a pop-up window for a smoother online payment process
Solution 2:
🟢 Explaining the concept right away – have the option to dig in
🟢 Mission and Vision Statement included
Solution 3:
🟢 Building credibility through including professional video material, hard hat tour (which signals that the store is being built), short descriptors, partners & linking socials
Donations Page
Let's compare the old vs. new Donations page!
Old Donations Page
Main pain points:
🔴 How to communicate the different types of donations in a clear way?
🔴 How to add delight to the Donations page?
New Donations Page
Solution:
🟢 Drop-down menu for other types of donations
🟢 Light-weight illustrations and visuals
Design Principles
Focus on Donation
The donation process needs to be straightforward & accessible
Lunchbox Metaphor
Visually communicating how TCG serves boxed meal kits
Clear Concept & Statement
Immediately communicating what TCG does
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 to over
2.5K visitors
From June to August 2024
Behind the Solution
Information architecture, Low-fidelity frames & different iterations based on feedback
Information Architecture
Low-Fidelity Frames & Explorations
Supporting the Re-brand Process
Based on the new brandkit, 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