Student team: Ruiwen Shou, Miao Hu, Weiwei Tang, and Baohua Song

University: SCAD

Client: Goodwill

Country: USA

The project aimed to revamp the donation and purchase processes at Goodwill, introducing a new service flow that connects donors and customers through story cards. These cards convey the narratives behind second-hand items, enriching the meaningful and enjoyable experiences of donation and purchase. The initiative sought to optimise Goodwill's second hand sales chain to better support its charitable services within the community.

Goodwill, a non-profit organisation, focuses on providing employment opportunities and training to individuals in the community through the sale of donated second-hand items. The project operates within the second-hand retail sector.

The project unfolded through structured phases.

Research: Collaborating with Goodwill, extensive market research was conducted to understand donor and buyer needs.

Design: Based on research insights, the team developed story cards and related touchpoints to effectively communicate item narratives.

Testing and Iteration: Prototyping methods were employed to test the efficacy of the service, gathering feedback for iterative improvements.

Implementation and Results: Finalised service processes and enriched reward system to extend potential users.

The project significantly enhanced the meaningful and enjoyable experiences of donating and purchasing second-hand items. By bolstering Goodwill's second-hand sales, it reinforced brand loyalty and facilitated conversions between donors and consumers. This solidified Goodwill's business model, ensuring sustained support for expanded charitable initiatives within the community.