Welcome to Chinatown (WtC) is a non-profit organization amplifying and addressing the NYC Chinatown community’s and its entrepreneurs’ critical needs. In this project, we collaborated with WtC to optimize and improve the user experience of their E-commerce sister site, Made In Chinatown (MiC). Our work was motivated by the question, “How might we redesign the MiC website such that it drives merchandise sales through an enhanced storytelling approach?”