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Organic Angels

Selling organic produce online - a detailed UI/UX case study

Organic Angels is a leading destination for fresh organic fruits and vegetables online, as well as other organic food products. Providing customers with the option to create custom fruit and vegetable boxes, Organic Angels is dedicated to simplifying the process of shopping for fresh foods and creating meaningful change in people’s lives.

Company needed a high-end web presence, online shop, customizable veggie boxes, recurring subscription capabilities and discounts on larger orders. Company also wanted to increase the market share by implementing the Local SEO and social marketing strategies to increase its customer base and brand awareness.

6 Months + Ongoing Campaign

Fruits and Vegetables Supply

Families, People over 25+

5+

$95K+

B2C

Digital Strategy, eCommerce Website, Integration, Digital Marketing

Increase Organic Traffic and Sales

China, Victoria

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Our Approach

01
The Objectives

Create an eCommerce website to provide users with a solution to their needs for locally farmed organic food. Organic Angles offers unique products and services, and the branding and website had to reflect this, too. The main focus was the eCommerce store, which would act as a central sales platform and allow customers to buy fresh produce and sign up to a weekly or fortnightly subscription model.

Objectives

  • Ensure site architecture and navigation enable easy browsing and accessibility of organic vegetable and fruit products
  • Up to date digital strategy
  • Branding pack and full site design and build
  • Single and subscription payment options
  • Client portal for self servicing
  • Establish SEO foundations to increase search engine traffic, drive future growth and minimize impact to the existing traffic and customers
  • Ongoing development and marketing support
02
The Challenge

Through research, we understood that roughly two-third of all food produced for human consumption is grown with full use of harmful chemical and pesticides. As a team, we have agreed to focus on consumer behaviour to switch to the use of organic food and the retail space within the food industry.

In order to drive the growth in the organic food chain, we need to produce the company manifesto on why people should switch to the organic food and how the company makes it affordable without an increased price tag.

Other issues included:

  • Identify different players in the field and analyse the gaps in the current market landscape.
  • Everything about Organic Angels needed to scream quality and sophistication. From the produce and the packaging to the area they work in.
  • It was important the website and branding gave off a classy vibe, and instilled trust and confidence in their customers.
  • The Organic Angels is purely an online business. So, the website would be the only place people could buy their fresh greens. As well as being easy to use, it had to be responsive to all devices, be able to cope with large volumes of orders and provide a satisfying customer journey from start to finish.
  • Organic Angel’s website was an older M1 version, which meant it had numerous setbacks. A Magento 2 migration service was required to update the site and make improvements to functionality, layout, and subscription and shipping features.
03
The Solution

ZOFELA designed a new eCommerce website on Magento 2 platform and built a subscription management capabilities along with customer self servicing capabilities. The finished product was simple, intuitive and easy to use. It was also compatible with mobile and tablet. And most importantly, it was functional. From the website, customers could order one-off veggie boxes, choose add-on items like eggs and milk, and subscribe to weekly or fortnightly deliveries.

Our experience in business development was perfect for The Organic Angels— which was a little lost when it came to scaling its business and getting to grips with all the tech. But that’s okay, they had our help.

From optimising customer service to refining delivery routes, we were there to ensure the business ran as effectively and efficiently as possible. This also meant teaching them a thing or two about the tech, as one day, they’d like to adapt the tools themselves. We taught them everything they needed to know and continue to do so to this day.

2. Competitive Analysis

Based on the problem statement of focusing on “Switch to Organic Food”, the team decided to identify existing key players in the market for a competitive analysis. Six different competitors were analysed and a detailed findings were established to identify the gap and develop a clear winning strategy.

Competitive Analysis

3. Persona Development

We initially started off with a target audience of 25~50-year-olds, middle-class, urban dwellers. In order to validate the hyphotheses during our competitor analysis we conducted 6 user interviews and organised an affinity map.

 

4. Design Stages

We determined the design stages before going ahead with our project. The below-mentioned design stages helped us to make our project user-centric along with accomplishing business needs. We thrive to get the solution that will satisfy both Users and Business needs.

5. User Journey and User Flow Development

Using qualitative data gained from user interviews, we adjusted our initial hypothesis and created a persona. User Journey was based on the scenario where our Persona, “Jenny”, would go through the ordering process for a vegetable box. Her goals and expectations are that:

  • she would be able to purchase exactly what she wants;
  • the order process is easy and simple.

6. Information Architecture and Sitemap

While focusing the design on the ordering process, it was critical to build an overall information hierarchy to take a holistic approach and consider the different hypotheses that were validated during the user interview phase. Key areas and ancillary areas were identified:

  • Transparency of food items
  • Education on the environmental impact of users
  • Focus on farming goods (vegetables & fruits)

eCommerce Web Design

7. Wireframes & Prototypes

It was very important that we developed wireframes and mid-fidelity prototype and develop a user testing plan with existing users and prospective new users to understand the feedback on buying cycle.

organic angels
organic angels

8. Usability Testing

Usability testing was extremely helpful in understanding everything from the end user’s perspective. It helped validate a lot of our assumptions, as well as identify few pain points that were solved in further design iterations.

9. Magento Development

Using Magento, we added subscription management functionality to the site. In our design and development approach, we particularly focused on the following features:

  • A fast-loading, device-friendly design
  • Easy stock and catalogue management
  • Create an Onboarding experience for users to educate what the business is about.
  • Easy to use customisation of the fruit and veggie boxes
  • Self servicing portal
Magento Development
04
The Results

The results achieved by ZOFELA for The Organic Angels:

  1. Increased Online Sales: The new eCommerce website designed by ZOFELA resulted in a significant increase in online sales for The Organic Angels. The website was easy to use, and the addition of subscription management capabilities and customer self-servicing capabilities made it more convenient for customers to order and manage their deliveries. As a result, The Organic Angels saw a significant increase in sales and customer retention.
  2. Improved Customer Experience: The new website was designed with the customer in mind, resulting in an improved customer experience. The website was easy to navigate, mobile-friendly, and provided a seamless purchasing process. This led to a higher level of customer satisfaction and an increase in positive customer feedback.
  3. Streamlined Operations: By optimising customer service and refining delivery routes, ZOFELA helped The Organic Angels streamline their operations. This resulted in a more efficient and effective business, with fewer errors and improved delivery times.
  4. Increased Brand Awareness: The new website design and improved customer experience helped increase brand awareness for The Organic Angels. As a result, they received more traffic to their website and gained more social media followers. This increased visibility helped to attract new customers and grow their business.

Overall, ZOFELA’s solution helped The Organic Angels achieve their online business goals, resulting in increased sales, improved customer experience, streamlined operations, and increased brand awareness.

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