Project Overview
Tina's role is more than just a project, in many ways it could be viewed as several projects complementing one another into one large unified project. The entire site experience is owed to Tina, the look and feel, navigation flow and body are all thanks to her. She designs and implements all front end design, a solid portion of the back end design, the site branding and company logo, all the while she respects and delivers a clean, cohesive site that encompasses very diverse projects and services.
Project Commissioner
Project Creator
Team
Tina is the sole team of the creative department. She is incredibly talented and has demonstrated time after time how to communicate an idea into a web-based experience. The experience that we strive to deliver is visually engaging, thought-provoking, and genuine. One that keeps you coming back for more.
Project Brief
Tina's job is not easy. As Tina's co-worker I genuinely admire her gracious and patient work ethic. She has single handedly designed the site from scratch and has continuously been able to update, modify and enhance as the company continues to grow both in spirit and in services offered. The Plum Alley site started as an e-commerce site though quickly evolved in the number of services and platforms available on the site. The underlying challenge was to maintain clarity and seamlessly convey the levels of expansion on the site, to emphasize that we serve women entrepreneurs through e-commerce and crowdfunding platforms. Through well-thought and well-designed drafts, wire frames, and eventually published site pages, Tina was able to guide us through what is today a beautiful site experience.
Project Innovation/Need
Plum Alley is the first crowdfunding and e-commerce site for women entrepreneurs.
Design Challenge
The challenge, as mentioned in the Project Brief, was how to seamlessly introduce a completely new platform to the website, one that allows our users to shop and explore products and the women who created them AND the ability to support and fund projects from women entrepreneurs. In order to achieve this Tina was able to research and understand the power and importance of site navigation and was able to implement a really compelling site experience from the homepage to the symbiosis between featuring or highlighting a campaign and the act of browsing and exploring new or undiscovered campaigns, all the way to the checkout process. She has undoubtedly achieved a visual and psychological experience that conveys users are on the Plum Alley site.
User Experience
Since The E-commerce launch in September of 2012, Plum Alley has had the opportunity to feature over 100 designers, has participated in numerous in person and online events and has developed a robust and continuously growing following. Since the launch of the crowdfunding campaign in October, 2013, Plum Alley has had the opportunity to host up to 20 projects and 2 in person events. The projects have a 70% success rate, a leading quota in the crowdfunding space. Testimonials on the site have been recorded to state:
"I recently stumbled upon this site Plum Alley and got lost in it for what felt like ten hours. Not only is it a beautifully designed website stocked with beautiful design & decor products, but it's sole ethos is to support female run business." - Chelsea Matthews, Matte Black
"One glance at the site tells of the care that went into its design, and when you tour its many pages you will see the multi-faceted opportunities that await serious contenders for the marketplace." - Lisa Bolivar, Crowdfunding Guide
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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