Farm Fresh RI
website redesign
website redesign
In this project, I redesigned the website of Farm fresh RI, and I focused on the Market Mobile funtion which offers online shopping service to local residents to buy local food. From deconstruction the original website and research into organization culture, I understood the objectives of this web service.
By observing how users use the website, I gained more insights into how to improve user’s shopping experience. My goal is to improve user conversion rates by making the shopping experience more smooth.
![](https://freight.cargo.site/t/original/i/be6886303a0f471e09099c078e91002eb5bc0312a3c57b7830fafaafd6d162c1/1.jpg)
![](https://freight.cargo.site/t/original/i/907a3f1071afd98756fb46e2d8227897369940f1e8695c10b618fec4c9c303ff/2.jpg)
Analysis of information structure of the original web design:
![](https://freight.cargo.site/t/original/i/04316de8a3deffee17f23988d968250a0542b3f916504b7e7bb9e249272f809e/3.jpg)
Through user testing, there are several pain points of shopping on the website – many products do not have picture to show the item; users are not used to read contents on the right; the process of payment is confusing; different units for the products, which makes it hard to understand the weight and price; hard to compare the price of products from different farms/producers.
![](https://freight.cargo.site/t/original/i/8f475382664bad6f74dacd9b9cd85f47eee5c9562b411cafa89915f396ccc7d0/10.jpg)
Next, I analyzed the current wireframes of the website and found couple problems.
![](https://freight.cargo.site/t/original/i/7ffc49d27f4625695696603657dc3e424340773801d34d1be8500694e24d2104/4.jpg)
Issue targeted:
The function of market mobile does not stand out on the homepage.
The shopping page is poorly-designed, no function as category, and the checking process is not clear.
Return customers have no direct entry to the shopping page
Solution: Redesign the user flow on the Market mobile page to make it more easier and faster for customers to find the products they are looking for.
![](https://freight.cargo.site/t/original/i/de1655ad834bc81526e4fa80a36ec35ff9361d29b9284203ae6b7b5ae7896b22/9.jpg)
![](https://freight.cargo.site/t/original/i/adbb8b7aa9e52aba71abbcda1793bc8ded8778bea364221079746c5e07e0758d/6.jpg)
![](https://freight.cargo.site/t/original/i/829ec1a324fe16c1c802dcb7236bc33114c595eefeea2bda7aa1250c7c807e03/7.jpg)
![](https://freight.cargo.site/t/original/i/e54d5f2f6fb877878b46e213980f15c7e1e3a84da256cc02f599d966d0971dd0/8.jpg)
![](https://freight.cargo.site/t/original/i/e3a278fce58be8ebbef7d233459235b2cfea6653ea21dce487af8e0bf069ed16/jenny_Project--1-Presentation.jpg)
Prototype: