Internship | Website & Branding
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
(in progress)
Team
Eli Moraru
Alexandre Imbot
(co-founders)
Nijel Taylor
(art director)
Skills
Web Design
Wireframing
Branding
User Research
Tools
Figma
Adobe Suite
Why does it matter
Research Insights
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?
Home Page
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
Donations Page
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 to over
2.5K visitors
From June to August 2024
Behind the Solution
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