An Enhanced Cross-Platform Online Shopping Experience Outreaching to a Potential B2C Market
Research Uncovered Consumer Interest Levels and User Flow Pain Points
User Interest Survey
Most respondents were unfamiliar with haskap berries, often comparing them to blueberries, and saw fruit consumption as a nice-to-have rather than a necessity.
Interest in purchasing was neutral overall, though a few respondents showed curiosity about potential health benefits like cancer-fighting properties.
Competitive Analysis
Compared Kirkaberry's website with Flourist, a local supplier of artisanal flour and premium ingredients.
Kirkaberry’s website would benefit from clearer navigation and improved product card design to enhance visual appeal.
Refining product page hierarchy and simplifying the checkout process would improve navigability, while condensing content on the About page would reduce information overload.
B2C Persona and User Journey
Refreshed Design System for Accessibility and Modern Aesthetic
Design Tokens
Colour palette and typefaces were chosen to accommodate the scale of this project, with room to grow in the future.
UI Components
The Redesign - an Educational, Engaging, and Exciting Shopping Experience
View this project's full case study.
Outcomes and Takeaways
Desired Outcomes
Confusion over navigation and structure is reduced, and navigating from educational content to shopping pages is clear and direct.
Turnover increases
Churn decreases
the B2B market continues to thrive, with the B2C experience being accessible, multi-platform-compatible, and visually appealing.
Lessons Learned
Improving the accessibility, structural hierarchy, and visual design of a website can be instrumental in growing a small business's online presence.
The volume of information in the current product education page drove me to manage and prioritize written content.
For extended outreach, Kirkaberry Farms could pair with local businesses that serve as pickup points for customers in nearby towns (ie. Osoyoos, Rock Creek, Westbridge). Such a system would assist in distributing consumer-sized fresh products. The farm already supplies to at least one winery in Oliver, which could help to expand a pickup system to other local businesses.
