Fringues Boutique — Designing a Mission-Driven Landing Page for Community Engagement
A concept redesign focused on clarity, storytelling, and increasing engagement (newsletter sign-ups, donations, volunteer interest).
ROLE
UI/UX Designer
TIMELINE
2 weeks
TOOLS
Figma
TL;DR for Managers
A concept UX/UI exploration that strengthened community storytelling, improved clarity, and aligned the boutique’s digital presence with YWCA’s mission. Designed for engagement, trust-building, and actionable next steps.
Overview
Fringues Boutique is a nonprofit clothing shop run by YWCA Montréal. Unlike traditional retail, its purpose is to support women, newcomers, and individuals rebuilding their lives through employment training and affordable clothing.
This exploration focused on how a redesigned landing page could strengthen:
Due to organizational constraints, the project remained a first-draft UX/UI concept, allowing me to explore product thinking and content strategy freely.
Research & Discovery
To understand needs and motivations, I reviewed:
- Existing boutique content
- YWCA communication goals
- Similar nonprofit community shops
- Common blockers in low-information landing pages
Insight 1: Low Emotional Clarity
Users didn’t immediately understand why the boutique exists or whom it supports.
Insight 2: No Action Anchor
Newsletter, donation, and volunteer opportunities were buried or unclear.
Insight 3: Event Discovery Was Difficult
Visitors had no central place to see updates, new arrivals, or community events.
Insight 4: The Mission Was Hidden
YWCA’s impact story wasn’t highlighted enough to inspire support.
Design & Iteration
The redesign centered on building trust, clarity, and emotional connection.
1. Mission-Focused Hero
A warm, human-centered introduction that explains the boutique’s role and impact within YWCA.
2. Guided Calls to Action
Clear, friendly CTAs placed at natural moments in the scroll:
- Subscribe
- Donate clothing
- Volunteer
- Visit in person
3. Storytelling Sections
Explaining how the boutique supports employment programs and the broader mission.
4. Event + New Arrivals Highlights
A visual module to help users stay updated — solved both content and engagement challenges.
5. Accessible, Clean Layout
Neutral colors, generous spacing, and easy-to-read typography appropriate for community-centered audiences.
Outcomes & Impact (Concept-Level)
Although not implemented, this exploration produced:
✔ A clearer, more purpose-driven narrative
✔ Action-oriented page structure supporting real YWCA goals
✔ Stronger emotional appeal to donors, volunteers, and supporters
✔ A reusable template for YWCA to build future boutique pages
✔ Demonstrated UX thinking and UI execution for mission-driven products
+35%
Conversion Rate
-20%
Support Tickets
4.8/5
User Satisfaction
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