Smith Farms
Small Local Business
Summary: This is website design project for a local egg farm to implement delivery during the pandemic.
My role: I alone completed the research, design and testing for the project.
Problem
The pandemic caused a disruption in egg sales for Smith Farms and there is a need to create a no-contact method of transaction and delivery.
Solution
The solution was to create a website where people could order eggs online and schedule delivery.
Map the problem
Insights
Clients normally come to the Farm to buy eggs face to face and pay cash. There is a well known and established client base and they have been customers for a number of years.
User Map
To gauge a deeper understanding of how an app can be created to facilitate sales, I worked with the owner to create a basic map to get an understanding of the ideal flow.
Sketches
Preliminary Sketches
I came up with a few preliminary sketches to help decide which direction to go to build an app. The owner decided that the most important screen would be the product page, which should allow users to see a description of the available products and give the option to buy.
From there I created a set of sketches that focused on the product page and the options that would flow from the product page. I came up with the option to have delivery limited only to the local zip code and a message that would verify the zip code before being allowed to place an order.
Decide and Storyboard
The owner and I agreed that we would focus on the flow after the users confirmed a local address. It was also decided that we would focus on the website design first and then later the mobile version.
From there, I created a storyboard of all the screens, particularly the route that users would take when they made a purchase.
Prototype
Based on the approved sketches, I created a Figma prototype of the screens. The goals for testing the prototype were to discover any usability problems in design and to make sure that users understood every step of the process. I also hoped to learn what else people believe should be included in the purchasing process.
For the prototype, I added more screens to the homepage to simulate having the full options of a website including an about section. I was not given a style guide and had the freedom to change up the style for the website, but I decided to keep a similar color scheme to the one that was already available in current packaging.
User Testing
The Smith Farms prototype was user tested remotely. The main research objectives of testing were to uncover any usability problems in design and to make sure that users understood every step of the process. Five people in total were recruited from Smith Farms clients and personal associates to participate in the study.
Results from testing
What worked:
- 1. Flow of the website. Users were able to click through the process and get to the desired ending, which was to purchase eggs.
- 2. Clear and simple instructions. Participants appreciated how the instructions were simple and allowed for quick ordering.
Findings and Recommendations
- 1. Pick-Up Option. Given that the testers were already established clients, many were familiar with the option to drop by the farm and pick up eggs and preferred not to have to wait for a delivery. It was suggested that the website include a way to place an order and then have a contactless pick up.
- Recommendation: The owner agreed that it would be a good attribute to implement in the future, but as for right now, it is not feasible to implement a pick-up system.
- 2. Loyalty Program. Some users expressed the desire to have a loyalty program.
- Recommendation: The owner agrees that it would be ideal to have a loyalty program some time in the future.
- 3. Sign in option. Feedback included the idea of having the option to sign in so that they would not have to re-enter information the next time that they order.
- Recommendation: Include a sign in option for an account that can recall their information.
