YW Thrift Boutique
& IHCS Programming
A social enterprise and training program for women and
gender-diverse individuals in Kitchener-Waterloo, Ontario.
Roles:
Content & Design Strategist
Problem Solution
UX Designer
Visual Designer
Client information & Context
Project Objective
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Identify participants' challenges in interacting with the website.
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Enhance website engagement through consistent storytelling design.
Client Services
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Community Resources Consultation
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E-commerce Platform Integration
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Donation Management
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Career Program Development
Target Audience
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Economically disadvantaged Canadian women
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Women facing employment discrimination
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Women with limited education
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Indigenous, racial minorities, immigrants, refugees
Problem Statement
Underprivileged Canadian women need to improve their professional skills for enhanced career and financial prospects. Implementing an online platform with e-commerce and community programs will meet their needs.
Main Challenges
2.
Community Resources Page
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Two steps to find the information, confusing for the user.
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Lack of service description and missing visuals and icons
1.
History Page
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Excessive words
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Lack of interactivity, fails to grab attention
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Plain design lacking emphasis on specific focal points
Process
1. Research and Data Analysis
Market Analysis
Homepage Calendar + Images = More Assistance
Strong Value Proposition
Simplified donation form with one-time and monthly options
Testimonial (video) More impact & increased Trust
Impact on Society
2. Interviews Main Points
3. Initial Wireframe Explorations
Low Fidelity
Primary Colours
Secondary Colours
Typeface
Solution
Previous
Actual
Design Decision: Merge Mission, Vision, Values, and History to clarify YW's essence, with concise and engaging visuals.
Result
Intuitive navigation
Vibrant visuals
Clear CTAs
Responsive layout
Interactive elements
Accessible features
Impact
Feedback
Heather Cowan
Manager of Career Services
"Paula apart is her design expertise but her patience and persistence to drive change by assuming a leadership role within her peers on this project. Paula's ability to listen and collaborate ensured a cohesive effort from the design team..."
Reflection & Learning
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Balancing visuals, icons, and essential content is crucial in practical design.
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Careful time management and securing approvals at every stage are vital to prevent time wastage.
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Prioritizing the Minimum Viable Product (MVP) and addressing the target audience's needs help maintain project focus and stay within scope.
Team Members
Griselda Linares (Project Manager), Vishal Tej (UI/UX and Developer), Alex Steep (Co-op), Joshua Goes (Co-op), Mankeerat Singh (Co-op)