I worked with a team of six to redesign the website’s the visual consistency, and to improve the UI of the checkout process.
Themes: Information Architecture, Interface Design, Visual Design, Branding, Mobile Design
Tools: Figma, Google Docs
Timeline: 3 Weeks
Who is Sunnyland Farms?
Sunnyland Farms is a family owned and operated pecan farm since 1948. Since its founding, it has been the premier pecan seller in Georgia. Customers are immensely satisfied with the products they buy.
Why do we have so many abandoned carts?
Customers would often purchase products as gifts for others. When trying to ship these items to multiple addresses, they would struggle “assign” their items to different shipments.
The main problem that Sunnyland wanted us to address was the issue of abandoned carts. There were also several other problems that our team identified that we worked to remedy:
- Poor product page information
- Problems with selecting items on product page
- Items being “out-of-season” and customers not understanding this
- Lack of brand consistency across website and pages
Usability testing indicated that users were not familiar with a system for how to “assign” different items to shipments which could be sent to different addresses.
Through surveys, customer interviews, and usability tests we identified two major sticky points for users.
- Picking the product packaging and size
- Assigning cart items to different shipments to go to different addresses
Original Design Solution
Senior leadership wanted to branch out to a younger audience. Their current target demographic is women over sixty. They wanted a solution that was mobile friendly while still able to scale for desktop.
Given the research from users that they primarily use desktops to purchase, and the time constraints of the project we prioritized a desktop design.
Our solution for the cart was to create a drag and drop system to help users “assign” different cart items to different “shipments” that could then be sent to various friends and family.
This solution was run by the dev team who said that this would be entirely possible for them to do both within budget and on time.
Original Sketches and Mockups
End of Project Results
The COO/PM really loved the home, section, and product pages and how we had created visual consistency across the website. They decided to implement all the designs we had created for these pages.
However, given the future vision to make the site more mobile friendly, there was concern that the drag and drop system wouldn’t scale well for mobile and so it was never implemented.
After the project was over I decided to try and redesign the project from scratch to better implement a solution for the cart problem. I focused on making the designs mobile responsive and utilized a drop down system for the solution.
Lists and Drop Downs are very familiar to both iOs and Android users for settings and general forms. Instead of using buttons, users can add as many addresses as needed and select a destination for each individual item.
My goal was to reduce the number of abandoned carts.
Implemented List-Style Drop Downs
During testing, less than half of users could complete the checkout process where users were asked to ship items to two different locations. After implementing the improvement, completion increased to 100%.
Promoted Brand Cohesion
I created a style guide that enabled Sunnyland Farms to keep a consistent feel for each of their pages.
Highlighted "Out-of-Season" Items
Customers now have a much clearer understanding of which products are available and when.
Improved Product Information
Customers now have easier access to important nutritional and allergy information within products.
Decreased Technical Support Calls
Initially the goal was to reduce the number of abandoned carts. While not fully known yet, it is clear that a reduction in technical support calls is an improvement in users’ ability to complete the checkout process.