The Honey Farm
How can "The Honey Farm" boost its online presence to maximize brand reputation, drive e-commerce growth, and improve customer engagement?
Responsibilities:
Competitive Research
User Interviews
User Flows
Sitemap Creation
Usability Tests
Sketches
Wireframes
Prototype
Timeline
2 weeks
Tools
Figma, Google Forms, Miro
Goals
The Honey Farm is a company that sells honey and honey-related products.
Establish an efficient e-commerce platform for seamless online sales of premium honey products and related merchandise.
Showcase the unique story and values of "The Honey Farm," fostering brand loyalty and trust among visitors.
Enhance online visibility and market presence, attracting a wider audience of honey enthusiasts and potential customers.
"The Honey Farm" struggles to maximize its brand recognition due to the lack of a robust online presence, hindering potential e-commerce opportunities and customer engagement.
Challenge
Create an intuitive, visually appealing e-commerce website with secure payment options to streamline customer experience and drive online sales for "The Honey Farm".
Solution
Develop an intuitive and responsive e-commerce website to simplify the online purchasing process for customers.
Incorporate visually appealing design elements and clear navigation to enhance user experience and encourage exploration of product offerings.
Implement secure payment gateways and efficient checkout processes to ensure seamless transactions and build trust with customers.
Users prioritize high-quality, diverse honey products, transparency, and a seamless online shopping experience when engaging with "The Honey Farm.”
Survey
I conducted a survey which received 18 responses, from people ages 18-55.
of respondents prioritize high-quality, sustainably sourced honey products
Quality Assurance
85%
of respondents value clear labeling and information about honey origins and production methods
Transparency
90%
of respondents seek a diverse range of honey flavours and product options
Variety
70%
of respondents expect an intuitive and secure online shopping platform
Seamless Experience
95%
UK Honey Industry Snapshot: Leading brands blend tradition with sustainability across diverse product range.
Competitive Analysis
Rowse Honey
Rowse is one of the leading honey brands in the UK, offering a wide range of honey products, including pure honey, infused honey, and honey spreads. They focus on natural, high-quality honey sourced from various locations worldwide. Rowse has a strong presence in supermarkets and online platforms, with a reputation for reliability and authenticity.
Hilltop Honey
Hilltop Honey is another notable honey brand known for its ethically sourced and sustainably produced honey products. They offer a diverse range of honey varieties, including raw, organic, and specialty options. Hilltop Honey emphasizes transparency in their sourcing and production processes and actively engages with consumers through educational content and community initiatives.
Bee Good
Bee Good is a UK-based honey company specializing in natural skincare products made with British honey and beeswax. They differentiate themselves by combining the benefits of honey with skincare formulations, offering a unique value proposition to consumers interested in natural beauty products. Bee Good has a loyal customer base and a strong online presence, with a focus on sustainability.
London Honey Company
The London Honey Company specializes in urban beekeeping and honey production within the city. They offer a variety of honey products sourced from beehives located across London, showcasing the diversity of flavors derived from urban flora. They promotes sustainability and biodiversity initiatives, contributing to local conservation efforts while providing consumers with locally sourced honey options.
2 primary personas were created and represent the audience “The Honey Farm” is hoping to reach
Personas
“ I'm always on the lookout for wholesome ingredients like honey, but transparency matters. I want to trust what I'm buying”
Background: Helen, 35, is a nutritionist from suburban London. She prioritizes health and seeks natural, high-quality foods for her recipes.
Goals: Helen aims to find premium-quality honey products that align with her health-conscious lifestyle. She values transparency in sourcing and is interested in exploring different honey varieties.
Frustrations: Helen is frustrated by the lack of transparency in the honey market, finding it challenging to verify product quality and authenticity.
“ Exceptional ingredients elevate my dishes. Honey, with its diverse flavours, has the potential to transform recipes into extraordinary experiences.”
Background: Chris, 40, is a chef from Brighton with a refined palate and a passion for exploring unique flavours.
Goals: Chris seeks premium honey products to add depth to his culinary creations. He values distinct flavour profiles and specialty options like raw and artisanal honey.
Frustrations: Chris is frustrated by the lack of accessibility to high-quality honey products with unique flavor profiles in local stores.
How to enable a streamlined checkout process and a personalised shopping experience?
User Flows
Allowing customers to sign up or login during purchases enhances the shopping experience for users, fosters stronger relationships between customers and businesses, and provides valuable insights and opportunities for marketing and personalization.
Here’s user flow for one of the most important flow: The product purchase flow:
A visual blueprint of “The Honey Farm” structure to understand the layout, hierarchy, and navigation flow and ensure an intuitive user experience.
Sitemap
Prior to focus on visual design, I created a low-fidelity prototype to evaluate the effectiveness of my designs by assessing their intuitiveness and whether they adequately addressed users' pain points
First Sketches
Landing page
Product Details
Payment Process
Step 1
Step 2
Step 3
Using my lo-fi prototypes, I tasked users to:
Search for a product, and go to the product details page of that product
Add multiple products into the cart
Go through the payment process
12 users were tested
Usability Tests
91% found the step to login/sign up during purchase too confusing
68% found the description on the product details page too compact
100% successfully added multiple products in their cart
Additionally:
Users felt that the description page was missing a review section
Users unanimously pointed out that an option to like and save products for later was missing
Improving the product detail page, payment process and adding a like option
Designs iterations
Based off of the usability testing feedback I received, I made multiple changes to address the users’ frustrations with the website
Product details page
Favourite products feature
Payment Process
Next Steps
How to continue “The Honey Farm”?
Phones and Tablets access - Optimize the mobile and tablet shopping experience to ensure seamless navigation and usability on all devices
Constant iteration - Regularly conduct user testing sessions to gather feedback on the website's usability, functionality, and overall experience. Identify pain points, areas of confusion, and opportunities for improvement.