The Grateful Wardrobe is a non-profit that aims to help people who are in need of mental health care. It sells usd clothing and donates the profit it earns from the sale to provide mental care treatment in Halifax.
Meet Michelle The Owner of The Grateful Wardrobe
Michelle had one thing many people I met in life don't have. Passion. If you sit in a room with her and listen to her for 5 minutes, you begin wondering: "What the hell am I wasting my life for?"
That is exactly what intrigued me to begin working with her.
Working on two businesses(Address busyness)
Michelle was juggling her accounting practice with a non-profit she had created called The Grateful Wardrobe.
Michelle wanted a place online where she could show the people what The Grateful Wardrobe was about. A non-profit that focuses on helping mental health patients one donation at a time.
Before we met she had a website but it wasn't working for her. The website was clunky which made it difficult for her customers to us but also created a mismatch between her store and her website:
In our first meeting, my goal is usuall to determine the answer to these three questions:
1) What are your goals with the website?
2) What are your goals as a business for this year?
3) How will we know this project is a success in terms of your eyes?
Before using any pixels or paper and pen, I knew I had to learn from Michelle the one thing that would make all the difference.
2) Why should her customers pick her store to buy clothes from instead of dozen others second hand boutique shops?
It took a little time but we figured out the answer to the question was:
"Used clothing used for good."
Creating The Initial Copywriting draft
Once I knew Michelle's goals with her site, I needed to find out for whom were we going to write the copy for?
Who was the customer that was going to use Michelle's site?
The answer to the first question wasn't that hard because Michelle already had customers who shopped with her in her store. She knew her ideal customer would be somebody who was environment conscious, cared about mental health and helping their community.
The second question though took a bit more time. It was:
Why should they choose The Grateful Wardrobe to shop for their clothing instead of other boutiques?
Is it because The Grateful Wardrobe was a second hand boutique?
Nope, there were many others in the city who was a second hand boutique.
Was it because The Grateful Wardrobe had fantastic clothes?
Nope. Although The Grateful Wardrobe did have great clothes, so did the other boutiques.
Then what was it?
It was because The Grateful Wardrobe actually donated most of the money it made to provide mental care treatment. That was the stick.
Once we came with that answer, we had to get it down to one sentence:
"Used clothing used for good."
became our motto and everything else we wrote about the company, the work it does, was about showing the potential customer.
We found out that the potential customer who would use the website was somebody who was environment conscious, cared about mental health and helping their community.
She wanted a website that shows to the world The Grateful Wardrobe's mission but also a place where she could get potential applicants for mental care help she provides with her store.
In the second meeting, we had the initial wireframe prototype ready which would serve as the blueprint of how Michelle's site would look like. Now was the time to find out the unique seling point of The Grateful Wardrobe. Our conversation went like this:
"What makes The Grateful Wardrobe different than the rest of your competiton?"
This tackeld us. This is always the haret question to answer because when you are buidling a business you have two questions to answer:
"Why should your ideal customer buy?
"Why should they buy from you?"
The Wireframing Stage
Once we had the content of the site down and we had established the goals, we had to now create the site structure.
At this point, I explained Michelle that it is okay to do as many revision as we can in this stage. Making mistakes at this stage is common, and unfixed mistakes at this stage grows bigger once we move on to high fidelity design.
Here are samples of our wireframes:
High Fidelity Design
From the second meeting we knew our selling proposition was:
"Used clothes used for good."
Everything else in the content and design of the website was built on this sentence. I created a high fidelity prototype that told the wrold about The Grateful Wardrobe's Mission, how they work and their goal is.
The High Fidelity Design
Once we came up with the right content and the structure of the website, I began working on working on the website. I created an initial deck for colors/typogaphy and also implemented the site structure using Webflow.
Once I was done with High Fidelity design, I showed Michelle the website. We came up with a few changes to the content and next thing we know we were live.
Once we finished polishing the website in terms of color and typography, we were ready to launch.
Since, the launch The Grateful Wardrobe has received multiple applications for its mental care help treatment. It also got many happy visitors.
Below are some screenshots of our final designs before we launched:
Click here to check out the Grateful Wardrobe website.
Once we had the color scheme and typography we wanted, we polished and got ready to launch the website. Below, you can look at the finished version of the website: