Papa Rozier Farms
The goal was to transform this E-Commerce website into an intuitive, user-centered shopping experience. I created a seamless end-to-end user journey by restructuring the informational architecture.
I utilized aspects of the original UI to create an updated and visually appealing website that showcases this company's greatness and caters directly to its users' needs.
My Role
UX Designer
UI Designer
Team
Solo Designer
Duration
2 Weeks
Tools
Figma
Sketch
Zoom
Notion
The problem is transparency.
Naturalists enjoy the safety behind organic products but find it hard to know exactly which ones are truly safe or not. Users want a website that clearly states each product's benefits and shows transparency in their ingredients to limit any health scares.
Took on three research methods
Heuristic Evaluation.
Began by conducting a heuristic evaluation of the current website. Here I briefly went over the site’s difficulties on a pass/fail rating, from the visibility of its system status to its minimalist and simplistic design. Recognizing these areas of growth left room to discuss the level of opportunities.
1-on-1 Interviews.
Completed four user interviews to gain qualitative insights into the problem. This highlighted many competitors in the market that helped me with the next research method, a competitive and comparative analysis.
C&C Analysis
Based on the 1-on-1 interviews, I did a competitive and comparative analysis of five competitors. During the interview, three of these competitors were brought up for good and bad reasons.
Shea Moisture
Carol’s Daughter
Cantu
Tru Botanicals
Local Beauty Supply Stores
Key Findings
Healthier for hair and skin, the reason for using
Pricing tends to be high for natural products
Trustworthy and reliable is what users are looking for in a company
Interviewee
“It's always a journey trying to find something that's as organic as it can possibly be.”
Conducted a task analysis,
On the original site with the users interviewed. With the pain points highlighted during the heuristic evaluation I wanted to see if these same difficulties would come to fruition.
click to zoom in
TASK 2 : Find a way to learn more about the company.
TASK 1 : Find an oil you would use daily for your hair or face.
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Key Takeaways:
Confusing categories
Misleading paths
Ineffective call to action button
User Persona.
With information gathered from user interviews and more, I created a user persona with a scenario to find castor oil for your hair to purchase and contact the business.
Core Needs
Natural products (chemical free)
Healthy and safe
Deeply rooted
Frustrations
Product organization
Clarity of ingredients and their benefits
Pricing
The Opportunity is . . .
HMW. . . provide detailed information regarding the ingredients of each organic product.
HMW. . . clearly describe the benefits to users so they can understand if the product is right for them
Interaction Design.
Users feel lost with current options, so focusing on the information architecture of the webpage was best to alleviate this problem.
click to zoom in
An open card sort,
helped to see how users grouped the different items on the original site and led to an updated site map.
click image to zoom in
Mood-board.
Inspiration taken from other competitors websites. Colors and type influenced from the original website design.
Sketches.
I wanted to show a design that was clean and easy to understand by users. Here you’ll see a variety of sketches for multiple pages.
