I worked with a team of six to redesign the website’s the visual consistency, and to improve the UI of the checkout process.
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?
Despite growth in sales and high satisfaction rates, there are a high number of abandoned carts on the website.
Customers would often purchase products as gifts for others. When trying to ship these items to multiple addresses, they would struggle to complete the checkout process.
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.
Enter Drop Downs
Senior leadership wanted to branch out to a younger audience. Their previous target demographic was women over sixty. They wanted a solution that was mobile friendly while still able to scale for desktop.
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.