Project Debrief
Project Type
Academic
Role
Market Research, UX Research, Project Management, Content Strategist
Tools
Figma, Miro, Microsoft Excel
Deliverables
Persona Development, Market Analysis, Content Structure Design, Social Media Audit, UX Strategy, Final Strategy Presentation.
Project Overview
The Green Campus Cooperative was founded by students and faculty members of York University. They were concerned about the limited supply of sustainable products on campus. They were also troubled by the lack of practical ways for students to get involved in changing that situation.
Mission
Leverage education about fair trade and sustainability into impactful business results.
Objectives and Goals
Boost customer trust by clearly showcasing GCC’s impact.
Enhance content regarding fair trade & sustainability.
Enrich the buying experience by emphasizing the added value of the products.
Target Demographic Persona
User Research Findings
90%
of respondents believed knowing who produced a clothing item improved the perceived value of the item.
75%
willing to pay more for a clothing item if you knew the people who produced it were paid fairly.
80%
of respondents prefer learning about Fair Trade by way of multimedia and short text.
Price
Ranked most important out of Certified Ethical Stamp, Quality, Origin of Product and Look when purchasing clothing.
Prototype
This prototype was built on Figma and presented as a final presentation alongside a full research and strategy document to John Simoulidis of Green Campus Coop.
Our strategy revolved around building a streamlined website structure, simplifying the ethical shopping experience, improving the transparency of Green Campus Coop’s efforts and visual content enhancements.
Add “Impact” & “Get Involved” tab.
The Impact page provides content regarding Green Campus Coop’s involvement in the community. Get Involved tab provides content regarding student internships information
Enhance the hero banner.
Feature a personable image to be more appealing to users.
Feature Fair Trade and Organic logos.
Improve the visibility of value added logos to enhance familiarity for users.
Simplify Key Terminology.
Information about the basics of Fair Trade in a simple, digestible way.
Create a Connected Story.
Offer users the opportunity to further discover how Green Campus Coop adheres to Fair Trade standards.
Feature Strategic “Call to Action” Functions.
Give users a CTA to buy Fair Trade, sustainable products.
Strategic Interactive Features.
Interactive buttons which offer value-added information about products.
Improve the Visibility of Producer Information.
Feature Fair Trade and sustainability certified logos & a CTA to Green Campus’s impact page.
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