DESIGN+Health
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Redefining the digital presence and brand identity of a local anti-trafficking organization.
DURATION
October - December 2023
CLIENT
Repurposed
ORGANIZATION
Carnegie Mellon University
ROLES
UX Design
Design research
Prototyping
Communication design
TEAM
Jiyu Kwag
Yujin Lee
TOOLS
Figma
Illustrator
InDesign
Photoshop
background
Repurposed is a non-profit thrift store in Ross Township, PA that supports survivors of human trafficking and domestic violence in southwestern Pennsylvania.
For our visual communication studio project, my team chose to revamp the design system of this business because of its strong commitment to its mission and its contribution to a more sustainable fashion industry.
We observed customer interactions around the store using the 5Ws+1H (who, what, when, where, why, how) and AEIOU (activities, environment, interactions objects, users) methods.
We interviewed staff members to gain a deeper understanding of the customer base and the mission and values of Repurposed.
We identified the following pain points through a user’s entire interaction with the store:
We then conducted a root cause analysis to identify drivers:
We ultimately determined that a lack of funding was the root cause of the four pain points we identified.
Our research and analysis informed our strategy, which was a multi-pronged approach that addressed users’ entire interaction with Repurposed before they enter the store, during their visit, and after they go home. We additionally chose to address the root cause of the problems (funding) through the development of an online shopping platform.
We delegated tasks early in our approach. I would be the lead for the posters, postcards, wall art, and interior signage, while my teammates would take on the website, mobile app, external signage, price tags, and merch. We would collaborate on the logo, brand identity, and branding style guide.
The task delineation was not as defined in practice, as we constantly went to each other for feedback. During the website and mobile app development, I discovered a genuine enthusiasm for prototyping in Figma and stepped in after the design stage to bring functionality and new features to the prototypes.
We wanted to tell a story that showed the parallels between the Repurposed mission and its role as a thrift store. We zeroed in on the concept of value through transformation.
Just like how a thrifted item gains new meaning in its second life, survivors of human trafficking gain newfound strength as a result of the challenges they faced. The whole is greater than the sum of its parts. 1 + 1 > 2.
Keeping with the theme of value through transformation, we developed abstract shapes to represent the categories of items available at Repurposed, which formed the basis of the logo.
We developed physical artifacts (posters, postcards, price tags, tote bags) and environmental graphics to uplift Repurposed's visibility within the community, raise awareness about its mission, and enhance the customer experience.
Don't hold back.
As a non-profit thrift store, Repurposed had virtually no budget for design system improvements. Nevertheless, we didn't hold back and proposed solutions across the entire spectrum of possibilities. This encompassed practical, immediately usable artifacts like the posters and postcards, as well as aspirational goals for their 5+ year plan, such as the website and mobile app.
This approach allowed the client to simultaneously receive immediate action items while sparking inspiration for their long-term vision.
Learn by doing.
Through hands-on experience, I not only became comfortable with Adobe InDesign, Illustrator, and Photoshop, but also discovered a genuine zeal for prototyping in Figma. I found myself happily spending hours debugging, refining, and introducing functionalities to the website and app.
After battling imposter syndrome associated with coming to design school with a nontraditional background, I learned to appreciate the value that I bring to the table as a designer. I may not have the visual design background, but I bring a unique ability to make meaning out of insights, tell a cohesive story, and a willingness to learn, which makes me a versatile designer and valuable team player.
