Kirkaberry Farms eCommerce Experience Redesign

Redesign of an online shopping experience for a local berry farm focusing on the potential of growing the B2C market.

Client: Kirkaberry Farms

Space: e-Commerce, local small business

Timeframe: 3 weeks

My role: UX Researcher, Visual Designer, UX/UI Designer, UAT

Context: volunteer passion project

Outcome: Delivered an enhanced cross-platform shopping experience focused on outreach 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

Kirkaberry’s website would benefit from clearer navigation and improved product card design to enhance shopping efficiency.

Refining product page hierarchy and simplifying the checkout process would improve usability, while condensing content on the About page would aid readability.

💡How might we streamline the online shopping process for a potential B2C market by reducing friction in product discovery, selection, and checkout to encourage more confident purchases?

B2C Persona and User Journey

Design System Improved for Accessibility and Visual Refresh

Hi-Fidelity mockups compatible with mobile and desktop sizing

View Figma Interactive Mockups for Mobile and Desktop

Outcomes and Takeaways

With a redesigned shopping experience launched, I hope

turnover increases
churn decreases
the B2C market can establish itself, with the B2C experience being memorable, accessible, and convenient to use on mobile and desktop devices

This project taught me

Conventional ecommerce design patterns
I learned about the projected needs of a local small business to grow their online presence, and how a website with improved functionality and aesthetic can be instrumental in increasing turnover
I learned what “less is more” really means in the context of product education from the About page. The old page had a large breadth of information that was poorly managed, which pushed me to pare down what would be in the redesign vs what wouldn’t.
If the farm desired, they could pair with local businesses that would serve as pickup points for customers in nearby urban areas (ie. Osoyoos, Rock Creek, Westbridge) and this would especially assist in distributing consumer-friendly sized fresh products. They already supply to at least one winery in Oliver so they could consider a pickup system with other local businesses.