The Perfect Treat
Redesign Sunnyland Farms web experience with a more efficient and quicker checkout process.
Project designer
January 6, 2019 – January 31, 2020
Survey, Research, Comparative and Competitive Analysis, Sketch, and Invision
User flows, wireframes, rapid prototype, prototype, and usability testing.
Sunnyland Farms is a 1,760 acre farm nestled in the heart of Pecan Country (Albany, Georgia). Since 1948 they have been the premier provider of gourmet Georgia Pecans, Nuts, Chocolates, Dried Fruits, Candies, and assortments of Gifts for all occasions.
3rd generation family-owned business that wants to keep it’s current user-base and also to tap into the younger generation. Currently as is, based off reasearch, over 70% of their users are 65+ and under 1.9% of the users are under the age of 45. Sunnyland Farms realizes potential business to be made and wishes to cater to the older demographic, but also tapping into the younger generation.
Sunnyland Farm team has reached out to us to redesign their current e-commerce site. We had the privilege to talk with the webmaster, CMO, SEO, as well as the COO.
Problem–
Probable Solution– Making improvements to the website layout and checkout process, we will reduce website-related complaints to the call center, increase conversion rates and reduce the number of abandoned carts.
The Ux team will focus on the checkout process experience and the ability of users to navigate through the webiste.
Based on survey interviews, the current user-base struggles to ship multiple items to multiple places.
Comparative Analysis (Checkout Process)
Competitive Analysis
What we found through research is that most of their clientele base likes the in-mail-catalogs that they get. We also found that most of their users were upset that prices were not upfront, hence abandoned carts.
Before we took on design phase, we contacted the Webmaster to see our limitations, and we were “free”.
We had the privilege to send out a pre-screener surveys (10 questions) to Sunnyland Farms current users with the help of the CMO at the company. At the end of the night, we came up with over 3,000 survey respondants!
Affinity mapping helped us gather large amounts of data and organize them into groups or themes based on their relationships. The methodology is great for grouping data gathered during research or ideas generated during brainstorms. It is also important to understand that during this exercise, you should be using qualitative data.
With our usuability testing, we were able to map out how users felt throughout given tasks. Through this, we were able to figure where friction was occuring and to create opportunitys.
Build out features we did not address in the MVP such as information architecture. We would also like to continue testing and making iterations while optimizing for mobile devices. Lastly, we would love to collaborate with marketing to target the younger market.
This was the first hands on business project I have worked on. The information gained throughout this project has really shaped how I look at future projects i.e., How to find middle ground between business and the current/future users they have. Also it was very exciting to work with different cross functional departments that make Sunnyland Farms, Sunnyland Farms.
Atlanta History Center has been in Atlanta since 1926. Atlanta History Center has been part of the Buckhead community and found its home there. Though many people come to the Atlanta History Center for different purposes, there are quite a few people that don’t know their sub attractions (i.e., Swan House, Margaret Mitchell House, or even the Smith Family Farm are all part of Atlanta History Center. Though we did an onsite visit and spoke with a couple of employees, we have found that most of their users struggle to purchase tickets on their mobile website, My team and I wish to revisit this case study and do more research.
©2020 Danny Nam. All Rights Reserved.