A.W.A.R.E. Causes
A.W.A.R.E. (A Way to Act and Remember Everyday) Causes is an eCommerce store that allows customers to purchase necklaces associated with causes that matter to them. For each necklace sold, a portion of the profit is donated to that cause’s specific charity.
My Role
I was the lead designer for the online shopping experience. We started off with an initial eCommerce theme but found that customers were struggling to find which causes were associated with which color. We then redesigned the experience so the customers could easily see which causes were associated with each color without having to select a color at all. After testing the design, I developed the change using Shopify's liquid development language.
Project Process
Because there was an existing platform we searched how customers were using it. This brought some pain points, such as finding products, to light. We then drew and created alternate solutions based on research. Before building the solution we tested what we thought would work with customers to validate the direction. Upon iterating the design, we began development.
Key Features
Home
A custom autoplay video section was added to the top to help demonstrate the product and help ensure the customers found the right place. We then followed it with a short description of the brand. This description explained the brand message and helped build trust with the customers. We created a way for customers to funnel into the product type they were interested in (necklaces, pins, earrings). This section initially started off as gold and silver necklaces but as the products scaled so did the design.
Collection Page
Once the customer had either chosen a product type or to shop all products, they were taken to the collection page. This page had the product and the causes associated with the color laid out. When the customer chose their cause, they were taken to the product page with that cause selected.
Search
We also included a search to help customers search products or stories by color or cause. This made it easier to find specific items if the customer knew what they were looking for.
Project Results
The project has gone from concept to generating $100,000 in revenue within three years. I was able to help remove constraints around finding products and entering discount codes which helped sales increase exponentially.