Two Good CoChange the course.
A new B2B and B2C platform to power this Sydney-based social enterprise, that exists to change the course of the lives of women at risk of homelessness.
OVERVIEW
With a brief to re-imagine the current ecosystem, this was an exciting revolution for an inspirational organisation. We architected a platform which automated several systems, removing manual upload of CSV files, and integrating the new ERP with our eComm layer. The result was a system that syncs both the catering and retail arms of the business, and streamlines internal processes, while showcasing the hand-made products and impact the organisation has on women in need and their local communities.
SCOPE
User research User experienceUI designTechnology consultingFullstack development
RECOGNITION
Awwwards Site of the DayAwwwards Developer Award
Challenge
Two Good Co. started ten years ago, in a small kitchen in Kings Cross, with the idea of ‘buy one, gift one’ - for every meal a customer bought, the same meal would be delivered to a woman in need.
Today, their business operates two streams - ‘Good Food’ and ‘Good Things’. Commercial kitchens are staffed by women affected by domestic violence or homelessness, helping them to rebuild their sense of self-worth, and putting them back on the path to paid employment. They prepare healthy meals like salads, sandwiches, and gourmet cafe treats, as well as large scale catering for events. ‘Good Things’ is a range of luxurious personal care items such as shampoo, handwash, candles and room sprays - which are also hand-crafted by women that Two Good empower to believe in themselves again. Every purchase a person makes from the range, be it a chef-created salad or a cosy woven blanket, then in turn contributes to these same items being shared with a women’s shelter.
The challenge for their new platform was increasing backend efficiency through the integration of a new tech stack, while increasing retail sales on the frontend.
To create a platform which realised Two Good’s full eComm potential, we wanted to showcase the quality of their artisanal products, as well as hero the stories of the women Two Good helps every day - so shoppers can see the tangible impact their purchase has.
Solution
Communicating the Two Good ‘why’ is crucial to their success. In order to build trust and drive engagement (and sales), their mission and impact must immediately register with a visitor to the platform.
Two Good saw that to empower women, they needed to have a strong voice, and fight the status quo. So we took cues from the bold brand typography and logo, and our design concept is reminiscent of protest signs - it’s direct and honest, while maintaining an open appeal through the positive language used.
But words are nothing without the tangible impact to back them up, so every product category or product page shares a user’s impact, and reminds people that small choices can make big differences. Product pages also link to individual stories of the women Two Good has helped to build an emotional connection and show the profound flow-on effect a purchase will have.
A core CX pillar for us to focus on was the importance of local stories. Inspired by the sense of community Two Good is founded upon, the design concept is carried across the site, to hero powerful images and big quotes from the women Two Good helps to find their way, simply by believing in them. There is also video content throughout the site, showing raw and heartfelt messages which convey the real impact better than any text could do.
Research with potential customers revealed that the product quality was still a primary consideration to drive purchase. Accordingly, the new design showcases the craftsmanship of the hand-made range through larger image tiles, new product content featuring ingredients, and video content describing the process - proving Two Good’s products stand up to any of their luxury competitors.
“The new platform not only unifies our operations, it allows us to tell better stories. Articulating our impact is vital to build trust, engagement and future sales.”
The Two Good journey is as inspiring as it is impactful, and the new platform sets the organisation up to scale through their next initiatives and phases of growth. Continuing our partnership, our next challenge is driving loyalty amongst our engaged base - through building a subscription model, and an ongoing CRM strategy for our retail customers.
