top of page

Overview

“Hillman’s Farm” is a fruit and vegetable farm which sells its own-grown produce for home delivery or self-pickup. I was assigned to redesign their website to become more user-friendly. First, I began by analyzing the existing site and recognizing problematic areas.

the Old Site

Purpose not clear.

Unuseful

No menu bar for an easy and seamless navigation through the site.

Unusable

Requiring customers to sign up and give payment info as their first interaction with the site does not build trust.

Uncredible

No categories or sub-categories which makes it difficult for the customer to locate content they are seeking with ease.

Unfindable

No indication of creating an aesthetic and emotional connection between the brand and the user.

Undesirable

The user is not able to edit purchases added to the sales cart nor remove items without having to delete previous choices and start over.

Unusable

Conclusions

  • A lack of hierarchy, making it frustrating and time-consuming for the user to locate products and successfully complete purchases.

  • The site is not aesthetically appealing, nor enjoyable, to navigate through.

  • No personal account.

  • Frustrating checkout process.

Research Methods

My goal was to understand who the target users are and to learn about their behaviour and needs. For this, I collected quantitative data by sending out surveys to my network, as well as posted in relevant facebook groups. I also conducted deeper interviews with two of the participants who had answered my survey to gain qualitative insights.

22

Surveys

2

Interviews

2

Persona

3

Benchmark

Competitive Analysis

 As a result from my survey, I learned which websites for ordering fruits and vegetables were the more used ones. I chose to focus on three of them: Meshek Havivian, Aleh Online and Ashishuk to see and learn what makes them popular. The weaknesses of Meshek Hillman's old site became even more obvious as well.

Strengths

  • Consistent branding and tastefully designed navigation bar.

  • “Recipe” section for added value and “About Us” section to help build emotional connection.

Weaknesses

  • There is no search engine.

  • Items not divided into sub-categories, making it time-consuming to navigate through products.

Strengths

  • Site is clean and aesthetic with a clear purpose where user can reach end goal intuitively and successfully.

  • Seamless sales cart which can be easily edited.

Weaknesses

  • The search engine is not easily accessible. 

  • MOREEEEE

Strengths

  • Filter which gives options to search by categories, product name or promotions.

  • Personal account with saved previous orders .                                              

Weaknesses

  • MOREEEE

  • MORRREEEE

Dana Tadmor

copywriter

36, Tel Aviv

" I want to serve my kids healthy, easy-to-cook food."

Goals

  • Save time by ordering online.

  • To serve my family simple, nutritious meals.

Pain Points

  • Juggling work, children, home never leaves her enough time.

  • Cooks because she has to, not because she enjoys it.

Noga Sussman

architect

67, Gan Hayim

" I love to watch people
enjoy the cuisine I create."

Goals

  • Maintain a healthy lifestyle.

  • Looking to be inspired and innovative in the kitchen.

Pain Points

  • Supermarket offers a limited assortment of fruits & vegetables.

  • Fear of not finding high quality produce.

User Persona

I created two prospective user personas which would help me understand needs and pain points and how each respective user would use the website.

Solution

  • Design menu bars, and divide sections into categories and sub-categories to allow the user to narrow down search results to their choice.

  • Add images and brand colors for a more aesthetical and clean look.

  • Create an easily editable sales cart.

  • Create a personal login section which would enable an effortless ordering process for returning customers.

Sale

Easy to read sale information.

Amount

The user can easily see which products and how much has been added.

Product Cards

Recipe Icon

Icon informing the user that there are recipes on the site including the specific product.

Toggle Button

The user can choose to order by weight or per item.

User Interface

Following my understandings and conclusions from surveys, interviews and benchmark, I began to create and design the website. The look and feel I was aiming for was fresh and non-industrial which would align with the brand values.

Categories

Nav menu is divided into categories and sub-categories.

Illustrations

Key values and important facts are presented in a clear and aesthetic way.

Our Story

An About Us section for the user to be able to connect to the farm.

Landing Page

Account

Personal login to for access to personal account.

Search

Clear search button.

Special's Section

The farm chooses to highlight certain products.

Categories

Recipes are divided by product.

Recipe Card

Recipe cards informing about time and level of difficulty.

Recipes

Holiday Seasons

Section highlighting relevant recipes.

How-to-do

Ingredient and method listing.

Add to cart

CTA button to easily add the required products needed straight to cart.

Recipe Page

Steps

Instructions how to cook the recipe with tasteful photographs.

You might also like

Section highlighting relevant recipes.

Items

Notifications how many items are in cart.

Editable Quantity

User can easily change previously added amount.

My Cart

Delete

Easy to remove selection.

bottom of page