The Chicken Coop

A redesign project on a local thrift store, with a focus on advertising a company. The main website as well as all advertisement materials are designed by me.

Quick Background

This is a thrift store local to the Gentry area in Arkansas. I had experience as a customer prior to this project so I had a deeper understanding of its functions and the importance of its brand. I especially took this as an opportunity to do some research on their local vendors and their strong connection to their community. In terms of branding I simplified it to a minimal layout with a rustic theme, in order to best showcase the wide variety of items.

The Design Process

While the company technically had a website, as of the time of creation the website was unavailable. With is in mind I treated the process like I was created the brand from scratch, with careful consideration to existing images.

Project Goals

1. Make a website to promote a company of our choosing.

2. Make a brand surrounding the chosen company, or redesign the company's official page.

3. Communicate brand clearly throughout the layout.

4. Make a variety of layouts for products that still fall within the brand requirements.

Problem statement

Thrift stores often change out items as they come and go, so it is key that the website is flexible so any item can be advertised within the brand. There is also the need to both appeal to customers and other local companies as both are means of income.

Discovery

After some research into the area and the current businesses they work with, I've sorted the customer base into several groups. When it comes to the Gentry area it's most optimized with SEO, however considering the fact its located so close to Siloam Springs I also had to consider the area and potential competition. So with both populations in mind I've broken it down into a Local group, Student group, and Vendor group.

Local group: While the local group does somewhat apply to Siloam Springs, the primary source within this group is within the range of 40 - 60 years old, primarily female. They may sell their own items to the shop but are otherwise the highest returning customers.

Student group: Store is located near a college known as John Brown University, which often has a large student population between the age of 18 - 24. Given recent trends within that generation its considered a prime audience for thrift shops and second-hand stores.

Vendor group: This is for the small businesses that want to use The Chicken Coop as a means to sell their own product. Being local is a big selling point for the majority, however they are rotated out. This is especially challenging as there can be a wide variety of products sold and companies that want to be advertised properly.

The website needs to be very flexible given the nature of the store front. Vendors can be changed out, objects, and there would need to be priority for a minimal look. There also is no need for online shopping, but it should include links to the vendors in case shipping options would be available if applicable.

Solution

This project can be achieved by maintaining a minimal and simplified layout, something that can easily be changed and adjusted as needed. The key was making sure to optimize keywords, minimize 'noise', and keep true to the experience of The Chicken Coop.

Sketches and Rough Layouts

While I did do most of this in order, I would like to acknowledge that I often get new ideas as I go along. I also worked most of this in a classroom setting, often getting critique from professors and fellow students alike after each step, which had an effect on the final result.

Idea generation

I often start with notes and write down a series of information, words, and items needed. These do change overtime but it helps to have a clear starting point to look back on. I'll sometimes also include links and colors when applicable.

It's especially helpful when working with a team, and I value clear understanding before production.

Rough layout

With this step I often play with size, flow, and color. This is where I make the basic plans that I then copy and adjust when needed. Lots of pages are in the same layout and so having it right the first time helps save me a lot of time.

Content

The Result

What it would look like on a device.

This is what the item page would look like, with the main layout on the left and a full example on the right. This is separate because its supposed to be replaced and replaced by whatever item is available. I made sure to make it very simple to change so whoever has to manage it can change things out quickly.

The flow chart

DATA

The #1 result in Google’s organic search results has an average CTR of 27.6% (compared to second and third-ranking results getting 18.7% and 10.2%), according to Backlinko research. So, getting that top spot or a place on Google’s first SERP page means more traffic and more opportunities for you to convert prospects into customers.

While The Chicken Coop was consistently on the top of a local search, the intent was to expand the search beyond the Gentry area, as well as expand the area of influence into Siloam Springs. With the growing rate of the NWA area there's also competition regarding local stores, and so having the location of the vendors will also increase the SEO into other areas.