AllPeople Marketplace
AllPeople Marketplace
AllPeople Marketplace
Improving the nonprofit donation experience for ethical shoppers
Improving the nonprofit donation experience for ethical shoppers
Improving the nonprofit donation experience for ethical shoppers
ROLE
UX Designer
RESPONSIBILITIES
Content Design, Responsive Design, User Research, UX/UI, Visual Design
TEAM
Bill Wollrab, Co-founder
Elliott White, Co-founder
Tiago Luichi, Engineer & PM
Elise Babich, Merchandising Lead
Kristy Sandidge-Fahrer, VP of Operational Excellence
TIMELINE
May-June 2024
TOOLS
Figma, Google Forms, Maze, Photoshop, Shopify, Slack
BACKGROUND
AllPeople Marketplace is a marketplace startup with a mission of offering sustainable goods and giving 5% of each purchase to a charity of your choice.
BACKGROUND
For conscious consumers, finding online retailers that align with their values is a constant struggle. They seek sustainable products and meaningful social impact, but most marketplaces only offer one or the other. AllPeople uniquely promises both, but their website's unclear messaging and frustrating checkout process left these motivated shoppers unable to support their mission.
BACKGROUND
AllPeople Marketplace is a marketplace startup that carries sustainable goods where 5% of each purchase goes to a charity of your choice.
BACKGROUND
With stakeholder and investor support on the line, AllPeople were closing in fast on a deadline for a total redesign of their site that would better highlight their organization's unique value proposition while also addressing critical issues in the donation user experience.
I led the end-to-end redesign of the site working directly with the engineer, co-founders, and merchandising and nonprofit team leads. The relaunch resulted in a 562% increase in sales and a 140% increase in conversion ultimately securing continued investment in AllPeople.
BACKGROUND
AllPeople Marketplace is a marketplace startup that carries sustainable goods where 5% of each purchase goes to a charity of your choice.
With stakeholder and investor support on the line, AllPeople were closing in fast on a deadline for a total redesign of their site that would better highlight their organization's unique value proposition while also addressing critical issues in the donation user experience.
I led the end-to-end redesign of the site working directly with the engineer, co-founders, and merchandising and nonprofit team leads. The relaunch resulted in a 562% increase in sales and a 140% increase in conversion ultimately securing continued investment in AllPeople.
PROBLEM
Ethical shoppers don't trust AllPeople enough to shop and donate there. They couldn't even if they wanted to.
Ethical shoppers don't trust AllPeople enough to shop and donate there. They couldn't even if they wanted to.
Role
UX Designer
Responsibilities
Content Design, Responsive Design, User Research, UX/UI, Visual Design
Team
Bill Wollrab, Co-founder
Elliott White, Co-founder
Tiago Luichi, Engineer & PM
Elise Babich, Merchandising Lead
Kristy Sandidge-Fahrer, VP of Operational Excellence
Tools
Figma, Google Forms, Maze, Photoshop, Shopify, Slack
Timeline
May-June 2024
Role
UX Designer
Responsibilities
Content Design, Responsive Design, User Research, UX/UI, Visual Design
Team
Bill Wollrab, Co-founder
Elliott White, Co-founder
Tiago Luichi, Engineer & PM
Elise Babich, Merchandising Lead
Kristy Sandidge-Fahrer, VP of Operational Excellence
Timeline
May-June 2024
Tools
Figma, Google Forms, Maze, Photoshop, Shopify, Slack
RESEARCH
Market Analysis
AllPeople's target shoppers are willing to pay more for sustainability the competition isn't currently offering.
AllPeople's target shoppers are willing to pay more for sustainability the competition isn't currently offering.
BACKGROUND
AllPeople's target user base of Gen Z & Millennial shoppers are willing to pay more for sustainability. Amazon, for example, now sources nearly 50% of its sellers in China.
AllPeople's target user base of Gen Z & Millennial shoppers are willing to pay more for sustainability. Amazon, for example, now sources nearly 50% of its sellers in China.
BACKGROUND
Source: Marketplace Pulse
Source: Marketplace Pulse
Source: Marketplace Pulse
Source: Deloitte 2024 Gen Z and Millennial Survey
Source: Deloitte 2024 Gen Z and Millennial Survey
Source: Deloitte 2024 Gen Z and Millennial Survey
User Interviews & Usability Testing
Missing information on AllPeople's mission and nonprofit partners makes it hard for shoppers to trust and buy.
Missing information on AllPeople's mission and nonprofit partners makes it hard for shoppers to trust and buy.
BACKGROUND
I conducted usability testing with 10 shoppers in AllPeople's target audience and asked for their impressions on the site, especially on AllPeople's ability to communicate its unique value proposition of sustainability and 5% donation to nonprofits.
I conducted usability testing with 10 shoppers in AllPeople's target audience and asked for their impressions on the site, especially on AllPeople's ability to communicate its unique value proposition of sustainability and 5% donation to nonprofits.
Those willing to put up with the lack of info were met with confusing donations and a limited checkout.
Those willing to put up with the lack of info were met with confusing donations and a limited checkout.
BACKGROUND
Donations were applying to every item at add to cart significantly reducing the 5% impact.
Worse, the few shoppers who made it to checkout were put off by the limited paying options.
Donations were applying to every item at add to cart significantly reducing the 5% impact.
Worse, the few shoppers who made it to checkout were put off by the limited paying options.
Research Summary
Target User Base
Target User Base
10 shoppers were recruited based on AllPeople's target users of Gen Z & Millennials.
10 shoppers were recruited based on AllPeople's target users of Gen Z & Millennials.
Surveys & Interviews
Surveys & Interviews
Usability testing was done via surveys & interviews where behavior was observed.
Usability testing was done via surveys & interviews where behavior was observed.
UX Pain Points
UX Pain Points
Shoppers showed frustration with the lack of info and poor checkout & donation process.
Shoppers showed frustration with the lack of info and poor checkout & donation process.
DESIGN DIRECTION
How might we establish trust with ethical shoppers and enable them to donate & checkout with confidence?
DESIGN DIRECTION
How might we establish trust with ethical shoppers and enable them to donate & checkout with confidence?
DESIGN DIRECTION
How might we establish trust with ethical shoppers and enable them to donate & checkout with confidence?
DESIGN
Hero Banner & Mission Page
Establishing trust through a clearer hero image & easier to find mission
BACKGROUND
Refreshing the organization's branding with more consistent use of its key color along with putting new pages into the top navigation bar meant the important information was easier to find.
DESIGN
Hero Banner &
Mission Page
Establishing trust through a clearer hero image & easier to find mission
BACKGROUND
Refreshing the organization's branding with more consistent use of its key color along with putting new pages into the top navigation bar meant the important information was easier to find.
DESIGN
Hero Banner & Mission Page
Establishing trust through a clearer hero image & easier to find mission
Refreshing the organization's branding with more consistent use of its key color along with putting new pages into the top navigation bar meant the important information was easier to find.
Hero Iterations
Giving life to an old slogan and working towards a clearer mission and call to action
Giving life to an old slogan and working towards a clearer mission and call to action
Hero Iterations
Digging through the organization's backlog of marketing materials, I unearthed a formerly discarded slogan "Buy better, give back." The messaging better encapsulated the unique two-pronged promise of sustainable goods and donation of profits. I split the message in two, added copy, and tested it.
Digging through the organization's backlog of marketing materials, I unearthed a formerly discarded slogan "Buy better, give back." The messaging better encapsulated the unique two-pronged promise of sustainable goods and donation of profits. I split the message in two, added copy, and tested it.
Revised Homepage
Revised Mission Page
New Partners Page
New Individual Partner Page
User Flow
Most shoppers chose to quit before getting to checkout.
Most shoppers chose to quit before getting to checkout.
BACKGROUND
Shoppers didn't have the info they needed to trust AllPeople with their shopping. Those who did were stopped by a frustrating donation & checkout experience and gave up.
Shoppers didn't have the info they needed to trust AllPeople with their shopping. Those who did were stopped by a frustrating donation & checkout experience and gave up.
RESULTS
Shoppers show increased trust in & ease in site navigation
Shoppers show increased trust in & ease in site navigation
BACKGROUND
I conducted usability testing with 7 participants post-launch and found that users felt much more trusting of APM and with the mission much easier to find as well.
I conducted usability testing with 7 participants post-launch and found that users felt much more trusting of APM and with the mission much easier to find as well.
BACKGROUND
45% increase in trust in AllPeople's brand.
45% increase in trust in AllPeople's brand.
45% increase in trust in AllPeople's brand.
122% increase in ease of finding AllPeople's mission.
122% increase in ease of finding AllPeople's mission.
122% increase in ease of finding AllPeople's mission.
RESULTS
A win for sustainable business practices
A win for sustainable business practices
BACKGROUND
While the relaunch wasn't without its own bumps—a whole laundry list of fixes that don't fit into the scope of this study—I was surprised by how smooth launch came and went. I worked closely with our engineer and co-founder to iron out issues as they arose.
While the relaunch wasn't without its own bumps—a whole laundry list of fixes that don't fit into the scope of this study—I was surprised by how smooth launch came and went. I worked closely with our engineer and co-founder to iron out issues as they arose.
BACKGROUND
562%
562%
Sales
Sales
140%
140%
Conversion
Conversion
50%
50%
Faster load speed
Faster load speed
BACKGROUND
When compared to pre-launch metrics.
NEXT STEPS
Research, refine, & grow
Research, refine, & grow
BACKGROUND
With no rush, I would next audit the components and design site wide and refine them into a design system, conduct further user research to refine the user experience across the site, and work with APM members grow the user base.
BACKGROUND
Standardize Design
Standardize Design
Run a second design audit and standardize design.
Run a second design audit and standardize design.
User Research
User Research
Qualitative 1:1 interviews and A/B testing to refine UX.
Qualitative 1:1 interviews and A/B testing to refine UX.
Grow User Base
Grow User Base
Continue working with APM to attract more users.
Continue working with APM to attract more users.
TAKEAWAYS
People make the difference
People make the difference
BACKGROUND
I'm no stranger to working under constraints, but Shopify's design limitations really taught me how to better communicate design decisions to stakeholders. More often than not, I had to say, "No, but . . ." to requests while also offering viable alternatives.
I'm no stranger to working under constraints, but Shopify's design limitations really taught me how to better communicate design decisions to stakeholders. More often than not, I had to say, "No, but . . ." to requests while also offering viable alternatives.
BACKGROUND
The organization is filled with lovely people who all brought a wealth of experience and positive attitudes that showed me how great it can be to work for a cause everyone is on board with. Company culture isn't a quote plastered on the side of a lobby, it's what's built through everyday communication and collaboration.
The organization is filled with lovely people who all brought a wealth of experience and positive attitudes that showed me how great it can be to work for a cause everyone is on board with. Company culture isn't a quote plastered on the side of a lobby, it's what's built through everyday communication and collaboration.
BACKGROUND
Shopify isn't built for designers
Shopify isn't built for designers
It's built for stability in getting goods to consumers. Anything custom on top means a whole lot of troubleshooting.
It's built for stability in getting goods to consumers. Anything custom on top means a whole lot of troubleshooting.
Less cooks, better results
Less cooks, better results
Limiting most design meetings to a co-founder, engineer, & myself meant efficiency and clarity in action and direction.
Limiting most design meetings to a co-founder, engineer, & myself meant efficiency and clarity in action and direction.
Attitude goes a long way
Attitude goes a long way
Patient & communicative folks united under a common cause helped us reach what felt like an impossible deadline.
Patient & communicative folks united under a common cause helped us reach what felt like an impossible deadline.
