A.W.A.R.E. Causes Case Study

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 causes specific charity.

 My Role

My focus was on the online shopping experience. Initially we went with an eCommerce theme but quickly realized, after some user interviews and data analysis, there was a disconnect with the customers finding which causes were associated with which color. This led us to redesign 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, we developed the change using Shopify's liquid development language.

Project Process

With the data we collected from the user interviews and data analysis we were able to see how customers were using the platform. This brought some pain points, such as finding products, to light. We then drew and created alternate solutions based on the research. Then, we tested what we thought would work with some customers to validate the direction before we began to build. 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.