Harvest Fresh Cube
Landing Page | Case Study
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Project Overview
The product: As part of Harvest Fresh Cube’s e-commerce campaign, I designed a landing page experience to educate consumers, drive trial, and build brand equity.
Tools: Miro and Figma
Partners: I worked with Daybreak Agency on this project.
The problem: While Harvest Fresh Cube’s prior website was setup for e-commerce, it left a big opportunity to optimize brand storytelling and product education. There was difficult-to-follow information architecture, making the page flow and overall usability challenging. It was not optimized for an outstanding user experience, especially on mobile devices.
The goal: Our goal was to drive sales of the 2-pack product on Amazon and build brand equity through an improved user experience, from both a functional and content perspective.
My role: UX Designer - Research, Wireframing, Content Strategy, UX Writing
Responsibilities: User research, information architecture, wire framing, content strategy and writing, prototyping
Empathize
To kick-off this project, I led a workshop with one of the key stakeholders on the HFC team to better understand their consumer, our goals for the project, and measurements for success. We also workshopped brand language and value proposition, which needed refining for the new website.
The insights from this exploratory workshop helped us get a clear picture of who we’re trying to reach, and what their motivations and pain points are, to help inform our strategy. Here are our key takeaways about this consumer:
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Our target consumer is typically women shopping for their family. It’s a core value and priority of theirs to eat healthier food, and to encourage this lifestyle with their families.
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Our consumers know they should be eating more fruits and veggies, but the produce often goes bad before they’re consumed. This doesn’t encourage stocking up on the healthy foods needed to live a healthier lifestyle.
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Our consumers need a solution that can easily be integrated into their lifestyle, while supporting their healthy habits. Convenience is key!
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Consumers don’t want to wrap their produce in plastic, or use a product that goes against an all natural solution.
As a busy, on the go mom, I need an easy, convenient way to keep my produce fresh, so that I can support my family making healthier choices.
Our user statement synthesizes what we learned, and acts as a guide towards our design and experience solution.
As part of our competitive audit, we evaluated competitive products to better understand the landscape and themes in the D2C space.
Ideate
Wireframes
Moving from research into wireframing, I considered what our target consumer needed, and what would make for a stand-out shopping experience for them. What features did they need? What kind of content and overall education would be helpful?
Below are some of my initial lo-fi wireframe sketches in Figma:
We workshopped and revised the frames internally, and with the HFC team, to land on a structure and content layout that would be intuitive, easy-to-use, and ultimately delightful for shoppers. From there, we moved into visual design. Below are a few of the key page features that serve our higher objective:
Visualize the produce-saving benefit of using the product. We knew it would be important to showcase just how impactful the Harvest Fresh Cube is when it comes to extending the life of produce. We landed on a side-by-side comparison matrix with a visual-forward design, making it easy for users to understand what they’re looking at, and highlighting what we know is a pain point for our consumers: aging produce.
Showcase the product hype. Harvest Fresh Cube has received a lot of media love from QVC and local news stations, who rave about the produce-saving benefits of this small but mighty cube. We knew these video highlights would help educate our consumers, so we placed them in an easy-to-view carousel, alongside lifestyle photography of fresh produce to queue at the fresh
Optimize for mobile shoppers. We know our target consumer is shopping via their smartphone, so it was critical we optimize the page for mobile. With this consideration in mind from the beginning, we designed modules that would easily translate to mobile - leveraging split screens/alternating and single columns, ensuring that usability and accessibility would be maintained across screen sizes.
Highlight clear, concise, impactful Reasons To Believe (RTBs) to complement “shop now” CTAs. Without adding this critical detail, we wouldn’t be serving consumers with the educational layer that’s important for driving conversions. We have a few touch points throughout the page that convey this information in different ways, so the experience feels fresh and engaging from beginning to end.
VISUAL DESIGN SYSTEM
When we started this project, HFC didn’t have any type of visual style guide or system from which to build. Using the core brand colors, we established a system that would keep the integrity of the existing branding elements (fresh, engaging colors and large, clear typography) while also moving it towards a place of both elegance and approachability. We introduced a serif font that lends a sense of sophistication and maturity, while still feeling welcoming. Visually, we wanted to leverage more photography to highlight both the human element core to this brand, but also the fresh produce directly tied to the benefits of using this product. Lifestyle and food photography became a key part of our design strategy.
This landing page launched January ‘24! More performance data coming soon.