A fresh look at an e-commerce platform for the best Grass-fed Beef Jerky company out of Richmond, Va.
Overview
The Problem
After experiencing a few issues with their current web-hosting platform, owners Alex and Garrett are looking to switch their online presence over to Shopify and revamp the look and usability of their website. They are hoping to reach a larger market through their online sales.
The Solution
This e-commerce platform enables users to create either one-time orders or subscriptions with a highly simplified checkout process. Additionally, visitors to the site can learn a little more about the company’s story!
Research
The Research Goal
My research goal was to understand what motivations and pain points online shoppers of beef jerky experience so that I could build a more streamlined website offering succinct services and better brand recognition.
Methodology Used
To get answers to the questions I had about shopping websites for beef jerky, I interviewed five individuals, pursued secondary research, and completed a competitive analysis.
Competitive Analysis
Key Takeaway
From the competitive analysis, I discovered that smaller craft jerky companies emphasize their subscription feature more prominently while larger companies spent more time on selling merchandise and advertising locations
User Research
Participants were between the ages of 26 and 59 and included 2 women and 3 men. Additionally, participants came from different socioeconomic backgrounds and had varying levels of interest in beef jerky.
Interview Questions
What would motivate you to buy beef jerky online versus in the store?
How does buying things online fit into your daily routine?
What frustrations, if any, do you experience when purchasing something online?
How important is a business being a “local” to you when deciding on whether or not you want to buy something from them?
Key Takeaways
40% of users reported a desire for a monthly subscription that would allow them to have a steady supply of jerky without going through the process of going online and ordering it
80% of users said that checking out with a secure feature such as PayPal would improve their experience
100% of users said that a business advertising itself as local would positively affect their conception of the brand, but only 40% said it would influence their decision-making process
Opportunity Statement
Key Takeaways
HMW#1: How might we incorporate PayPal or similar services into the checkout process to create more convenience for the customer?
HMW#2: How might we create a customizable monthly subscription service with the two jerky products available on their website?
I’d like to explore ways in which I can simplify the checkout and subscription service process because users prefer a streamlined and convenient interface when they make online purchasing decisions.
Design
Low-Fidelity Wireframes
My initial focus was to create space for the liberal display of product photos. Additionally, the product bios and other company information was presented minimally.
UI Components
Many of the client’s requests regarding color had to be adjusted to meet WCAG 2 requirements for contrast. In other areas, emphasis was placed on simplicity to underline the brand’s “honest” approach.
High-Fidelity Prototypes
During the high-fidelity phase, the client’s photos, copy, product specifications, prices, and subscription deals were brought into the design.
Test
To test my prototypes, I conducted usability tests through moderated testing, both online and in-person. A task flow to complete an online subscription order was analyzed to test for errors and general user impressions on both mobile and desktop viewports. Users were interviewed after they performed the task.
Task Flow
Revisions from Usability Testing
While many users liked the color choices as a whole, some of the users commented that the frequency of its use was distracting or confusing. Because of this, I used more neutral colors and focused on the more intentional use of color in the buttons and icons.
The subscription option was originally located on the “checkout” screens but was moved to the “shop” screens so that users could customize their subscription choices earlier in the shopping process. The option to change their subscription preferences remains available on the “checkout” screens.
Conclusion
In addition to the revisions made after usability testing, the homepage was given a more modern look and the UI was improved upon- specifically where the checkout order details and general font choices were concerned.
The Solution
Key Takeaway
A large focus for this project was on improving how users create and manage their customizable subscriptions. The challenge was to provide flexible options- such as monthly, quarterly, or annual subscription offerings- at numerous points in the checkout process without overwhelming the look and feel of the website. I achieved this with the use of navigational tools for the user such as breadcrumb trails and dropdown menus. Additionally, the user was given multiple opportunities to edit previous choices on the checkout pages. In these ways, I was successful in creating a better UI for Honestly Smoked.