Grassroots Grocery
Grassroots Grocery
Nourishing New York City
A non-profit organization powering an army of volunteer drivers who bring fresh produce to hyper-local community sites serving neighbors in need that other food assistance programs don’t.
Information Architecture Revamp
Timeline: 8 weeks Role: Information Architect / Design
Grassroots Grocery
Grassroots Grocery (formerly Mott Haven Fridge) is a nonprofit powered by a network of neighbors helping neighbors. Fighting for dignified food access for all.
The Project
As Grassroots Grocery began a rebrand they realized the architecture of their original website was a bit disjointed from the typical nonprofit website and they weren’t getting nearly as many donations as they were hoping. The Founder was hoping to freshen up the language, the branding, the design and everything in between.
The Strategy
Most nonprofits are volunteer-based and heavily funded by the public which meant Grassroots Grocery needed to put a big focus on those two use cases: people who want to help with their time and people who want to help with their pockets. With that in mind, we built a site navigation that catered to each volunteer type including: individuals, businesses, organizations, suppliers, and schools. We also created a space on the homepage that was hard to miss asking for donations, while also placing a few other donation options throughout the site.
A FEW THINGS I ARCHITECTED
Revamp of the Homepage Architecture
Each individual page of the Get Involved Navigation
All of the About Sections including Team + Grocers
A Work In Progress
You can view the full website here and watch as it grows and changes.