Date: August 2021
0-1 Product, B2C, E-commerce
UX Research, Visual Design, Rebrand
I led the end to end design of the Streetwise E-commerce App, transitioning a volunteer run charity shop into a digital marketplace. This solution unlocked a new revenue stream, expanded their customer base, and provided vital stability during the pandemic's disruptions.
The charity was entirely dependent on foot traffic and volunteer availability, leading to unreliable hours and lost sales. The COVID pandemic made this model unsustainable. I identified a critical opportunity to build a mobile first shopping experience, allowing the charity to serve its community continuously and fund its outreach programs more reliably.
Owned the full product design lifecycle: from user research and persona development to final UI and brand integration.
Conducted surveys and interviews to validate the digital opportunity and define core user needs.
Designed intuitive user flows for browsing, favoriting, and guest checkout to maximize conversion.
Led usability testing, iterating on wireframes to resolve key pain points before final visual design.
Created a new brand identity that reflected the charity’s community mission and applied it across the app.
Built a new revenue channel that operates independently of volunteer staffing and physical store hours.
Expanded the charity’s reach to customers previously unable to visit due to mobility, transport, or scheduling constraints.
Provided business continuity during pandemic lockdowns, ensuring the charity could continue generating funds for community outreach.