Case study
Fast-Tracking Success: Green Friday's 6-Week Transformation with MindArc.
Green Friday started as a movement to counter mass overconsumption during traditional sales events. Founded by a Sydney-based startup, it promotes sustainability, re-commerce, and the circular economy. The platform highlights eco-conscious brands and offers consumers a sustainable shopping alternative.
Launched in 2021 and expanding significantly in 2022, Green Friday to date has worked with over 250 Australian retailers. As of August 2024, it operates year-round through the “Buy Better” Marketplace, providing sustainable products and educational content. With a mission to empower mindful consumer choices, Green Friday continues to evolve, aiming to make every Friday an opportunity for greener living.
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01 The challenge
The existing website faced significant issues, including a broken checkout process on a custom solution, which hindered sales and user experience. Additionally, a substantial amount of data was inaccessible, complicating decision-making and operational efficiency. The project required a swift turnaround of 4-6 weeks, necessitating rapid yet effective problem-solving.
A key aspect of the project was adopting a marketplace approach. With Green Friday projected to integrate over 100 sellers by the end of the year, it was crucial to establish a simple, easy-to-manage marketplace platform. The solution needed to minimise reliance on third-party technical resources, enabling clients to maintain and support the marketplace independently.
To address Green Friday's urgent needs, MindArc prioritised a fast turnaround to get their site back online and fully functional. We streamlined our focus early on, concentrating on essential features necessary for the Minimum Viable Product (MVP) to ensure a quick go-live, with additional functionality planned as a fast follow-up.
We opted to use Minimog, an off-the-shelf theme, to expedite the development process. A comprehensive project plan was developed, divided into four phases: pre-production/discovery, build, testing, and launch. This plan was designed to fit a tight 6-week timetable.
To maintain alignment and transparency, we held bi-weekly meetings with the client to discuss milestones and progress. Additionally, the client's frequent visits to our office, two to three times a week, allowed us to promptly address any questions or concerns regarding the solutions.
02 Our approach
To facilitate seamless collaboration between MindArc and Green Friday, we initiated demonstrations on Shopify and the MVM app. This approach enabled both teams to work concurrently, ensuring a coordinated effort throughout the project.
At the onset of the project, during the discovery phase, we organised workshops and produced comprehensive documentation. This groundwork was essential for fostering effective collaboration, and it allowed us to focus on production and solutions without involving developers initially.
MindArc’s producer took charge of several critical tasks. We coordinated bi-weekly meetings with the client to monitor progress and ensure alignment. The site was built from scratch using the Minimog off-the-shelf theme. Responsibilities included site configuration, page design, and content population, all aimed at creating a fully functional and visually appealing site.
From the solutioning perspective, we focused on creating necessary documentation and conducting initial demonstrations to set clear expectations. We played a key role in onboarding merchants and developed solutions for synchronising products from the brand to the MVM app.
03 Actions taken
04 The result
The collaboration between MindArc and Green Friday culminated in a highly successful project launch, completed within an impressive 6-week timeframe. This rapid deployment not only showcased the efficiency and dedication of the teams involved but also set a new standard for future projects.
One of the most significant improvements was the enhancement of the user experience (UX) and accessibility. By prioritising these elements, the new site became more user-friendly and inclusive, catering to a broader audience and ensuring a seamless navigation experience for all users. The new site also resulted in significantly faster loading times.
A critical issue with the previously broken checkout process was expertly resolved by MindArc. This fix transformed the checkout experience, making it reliable and smooth.
The combined efforts of MindArc and Green Friday have resulted in a robust, efficient, and user-centric platform that sets a benchmark for excellence in e-commerce solutions.
The collaboration between MindArc and Green Friday demonstrated how a focused, rapid response to critical issues can transform an eCommerce platform. Within just six weeks, we addressed major challenges, including a broken checkout process and inaccessible data, by implementing a marketplace approach with Minimog and establishing a clear project plan. This not only revived Green Friday's site but also enhanced the user experience significantly, making the platform more intuitive and responsive.
The swift turnaround showcased the efficiency and dedication of both teams, culminating in a successful launch that not only met but exceeded expectations. Overall, the improved checkout and site performance resulted in a more seamless shopping experience. The project has set a new standard for excellence and demonstrated the power of effective collaboration and agile problem-solving in achieving remarkable results.
05 Conclusion
Usman Kapadia
Head of Digital Marketing
Unser Ansatz für digitales Marketing besteht darin, die richtige, auf Ihre Marke zugeschnittene Strategie zu entwickeln, damit wir Ihnen helfen können, Ihre Ziele zu erreichen!
Usman Kapadia
Head of Digital Marketing
Unser Ansatz für digitales Marketing besteht darin, die richtige, auf Ihre Marke zugeschnittene Strategie zu entwickeln, damit wir Ihnen helfen können, Ihre Ziele zu erreichen!
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