Local Farmbag
Overview
Redesign the e-commerce website for Local Farmbag
Enhancing customer engagement and repeated purchases
Local Farmbag is a Savannah-based business. There is a lot of room for improvement in their commercial website, so I redesign it for better customer engagement and repeat purchases.
In a solo project
I took charge of the entire design process, encompassing a comprehensive range of tasks from competitor analysis, wireframing, and high-fidelity UI design to user testing methods such as card sorting and A/B testing.
My role
UX research
UI design
Interaction design
User testing
Awards
A well-structured information architecture is key to a successful business
Visual clutter hinders users from browsing the information they want
- The navigation bar contains 8 labels which can be simplified more.
- The customization feature is not user-friendly, easily causing confusion for the users.
- Useful information like delivery locations is hard to find.
- The footer doesn’t support accessibility.
The header has 8 labels, causing user overload and repetition of information
- Some labeling (i.e. “Gift certificates”, “Recipes”)
may be unclear - Ordering of Navigation does not match user decision-making, there is a challenge to look for delivery location
The redesigned navigation has 4 labels
- Users can type in their “Zip code” to know if delivery service is available in their area.
- The "How it works" label was removed as the process is now explained in the introductory section of the homepage.
The website has been revamped for both mobile and desktop formats
A desktop version
with more interactive elements
I initiated this project by focusing on the desktop version to comprehensively revamp the website's sitemap and engagement.
A vertical layout
for mobile version
Mobile typically garners higher traffic, particularly during repurchasing. While the layout may differ, content and visual engagement remain consistent.
"Organic" and "local" are key identifiers
The freshness of the produce is complemented by clear and concise UX writing
Highlighting local delivery in Savannah and fresh produce as unique selling points in the hero section of the landing page.
Emphasize product quality and upfront pricing
Users desire visibility into the products offered
and their current availability.
Bright color choice delivers a significant impact to local farmers
Users are increasingly conscious of their contribution to the community with each purchase. Not only that, but they can also trace the origin of each produce they acquire.
Interactive farmbag with upfront pricing
Users expressed a desire to see the price and quantity differences between options. Knowing what's currently in their purchase gives them more confidence to proceed and become a loyal customer.
Thoughtful wireframing facilitates easier UI implementation
Understanding users' needs and desires when purchasing local produce is crucial. The wireframe was designed to facilitate this journey, ensuring a seamless experience. Additionally, clear and effective UX writing is essential. It should articulate the value of the product, establish a connection with customers, and underscore the impact on the community.
Mobile experience provides concise information
Users can easily navigate through our product offerings, browse seasonal selections, and access pricing and availability details with minimal effort.
Branding emphasizes product quality and business narrative
Vibrant colors that emphasize natural beauty of fruits and vegetables
Each color was chose to carefully crafted to showcase the diversity and freshness of the produce, highlighting vivid images of colorful fruits and vegetables draws users in with their allure and freshness.
AB testing revealed a preference for interactive elements
Users have found it easier to provide feedback on paper prototypes
Users have found it easier to provide feedback on paper prototypes. Users have expressed a preference for more interactive and visually unique layouts that align with the brand.
Users appreciate a combination of fixed and scroll elements
In an e-commerce webpage, users often appreciate a combination of fixed and scroll elements. They have found it helpful to be able to explore bundle options while still being able to see the price and items in their shopping bag.
Information architecture
serves as the backbone for creativity
A careful study of the current version facilitates the creation of better one
By carefully analyzing the existing information architecture of the e-commerce site, including its hierarchy, organization, and navigation pathways, designers gain valuable insights into areas for improvement. This examination helps identify any pain points or areas of confusion for users, guiding the creation of a more intuitive and streamlined structure for the website.
