UX overhaul of an Australian eco goods site to boost US sales
A UX deep dive into Veggie Saver's evolution.
UX overhaul of an Australian eco goods site to boost US sales
A UX deep dive into Veggie Saver's evolution.
UX overhaul of an Australian eco goods site to boost US sales
A UX deep dive into Veggie Saver's evolution.
Company
Veggie Saver
Project
Conversion Strategy
Role
Product Designer
Year
2023
Company
Veggie Saver
Project
Conversion Strategy
Role
Product Designer
Year
2023
Uncovering UX misalignment for the US market
The marketing website for Veggie Saver emphasized the wrong selling points and suffered from user experience issues, limiting its potential. Additionally, the site's objectives did not align with its intended audience. The client provided me with a very vague brief, leaving me needing to clarify:
I was hired by the client with a very ambiguous brief. I need to understand:
User intent and needs:
They want to understand what users want to do when arriving at VeggieSaver.com.Market positioning:
VeggieSaver is keen on understanding how to best position its brand for a US audience.USP for the US Market:
Determining the unique selling points that make VeggieSaver stand out and resonate specifically with the US market.
Uncovering UX misalignment
for the US market
The marketing website for Veggie Saver emphasized the wrong selling points and suffered from user experience issues, limiting its potential. Additionally, the site's objectives did not align with its intended audience.
The client provided me with a very vague brief, leaving me needing to clarify:
User intent and needs:
They want to understand what users want to do when arriving at VeggieSaver.com.Market positioning:
VeggieSaver is keen on understanding how to best position its brand for a US audience.USP for the US Market:
Determining the unique selling points that make VeggieSaver stand out and resonate specifically with the US market.
Uncovering UX misalignment for
the US market
The marketing website for Veggie Saver emphasized the wrong selling points and suffered from user experience issues, limiting its potential. Additionally, the site's objectives did not align with its intended audience.
The client provided me with a very vague brief, leaving me needing to clarify:
User intent and needs:
They want to understand what users want to do when arriving at VeggieSaver.com.Market positioning:
VeggieSaver is keen on understanding how to best position its brand for a US audience.USP for the US Market:
Determining the unique selling points that make VeggieSaver stand out and resonate specifically with the US market.
A deep dive into user behavior
and competitive market positioning
Stakeholder interviews were my starting point, followed by a site audit, desk research, nine user interviews, three additional interviews (buyers and DTC business owners), and a study of their competitor set.
Problem #1: User Engagement
Due to Australian norms, the site didn't meet user needs, and VS needed to be more suitable for US shoppers.Problem #2: Business Pivot
Wholesale sites do not focus on the consumer. For DTC profitability, orders should exceed $100; VS falls short. Launching Shopify requires logistics, customer service, site optimization, and marketing expertise.Problem #3: Purchase Streamlining
Shoppers found it difficult to purchase on the site.
A deep dive into user behavior and competitive market positioning
Stakeholder interviews were my starting point, followed by a site audit, desk research, nine user interviews, three additional interviews (buyers and DTC business owners), and a study of their competitor set.
Problem #1: User Engagement
Due to Australian norms, the site didn't meet user needs, and VS needed to be more suitable for US shoppers.Problem #2: Business Pivot
Wholesale sites do not focus on the consumer. For DTC profitability, orders should exceed $100; VS falls short. Launching Shopify requires logistics, customer service, site optimization, and marketing expertise.Problem #3: Purchase Streamlining
Shoppers found it difficult to purchase on the site.
A deep dive into user behavior and competitive market positioning
Stakeholder interviews were my starting point, followed by a site audit, desk research, nine user interviews, three additional interviews (buyers and DTC business owners), and a study of their competitor set.
Problem #1: User Engagement
Due to Australian norms, the site didn't meet user needs, and VS needed to be more suitable for US shoppers.Problem #2: Business Pivot
Wholesale sites do not focus on the consumer. For DTC profitability, orders should exceed $100; VS falls short. Launching Shopify requires logistics, customer service, site optimization, and marketing expertise.Problem #3: Purchase Streamlining
Shoppers found it difficult to purchase on the site.
Addressing user experience and market
fit issues for American shoppers
My research showed that the site failed to meet user goals and misaligned with US customer preferences due to Australian norms and phrasing. Customers struggled with making purchases. Given that Veggie Saver's average order fell below profitable Direct-to-Consumer (DTC) thresholds and the high costs of a full Shopify setup, it was imperative to shift to a more cost-effective strategy.
#1 User Engagement Solution:
Redesigned site to have a more precise value proposition#2 Business Pivot Solution:
Switch from wholesale to consumer focus#3 Purchase Streamlining Solution:
CTA transition from information to purchase
Addressing user experience and market fit issues for American shoppers
My research showed that the site failed to meet user goals and misaligned with US customer preferences due to Australian norms and phrasing. Customers struggled with making purchases. Given that Veggie Saver's average order fell below profitable Direct-to-Consumer (DTC) thresholds and the high costs of a full Shopify setup, it was imperative to shift to a more cost-effective strategy.
#1 User Engagement Solution:
Redesigned site to have a more precise value proposition#2 Business Pivot Solution:
Switch from wholesale to consumer focus#3 Purchase Streamlining Solution:
CTA transition from information to purchase
Addressing user experience and market fit issues for American shoppers
My research showed that the site failed to meet user goals and misaligned with US customer preferences due to Australian norms and phrasing. Customers struggled with making purchases. Given that Veggie Saver's average order fell below profitable Direct-to-Consumer (DTC) thresholds and the high costs of a full Shopify setup, it was imperative to shift to a more cost-effective strategy.
#1 User Engagement Solution:
Redesigned site to have a more precise value proposition#2 Business Pivot Solution:
Switch from wholesale to consumer focus#3 Purchase Streamlining Solution:
CTA transition from information to purchase
Pitching a significant shift
in Veggie Saver's direction
The transition from wholesale to consumer focus was more than a design tweak; it was a strategic shift. Persuading the client to overhaul their core business model demanded a delicate mix of data, empathy, and foresight.
Data-Driven Decisions:
Drew from user interviews and market research to identify gaps and opportunities.Storytelling:
The analysis captured the US customer's journey, challenges, and interactions with the site.Vision Setting:
Showcased a clear before-and-after, highlighting enhanced sales potential and profitability.
Pitching a significant shift
in Veggie Saver's direction
The transition from wholesale to consumer focus was more than a design tweak; it was a strategic shift. Persuading the client to overhaul their core business model demanded a delicate mix of data, empathy, and foresight.
Data-Driven Decisions:
Drew from user interviews and market research to identify gaps and opportunities.Storytelling:
The analysis captured the US customer's journey, challenges, and interactions with the site.Vision Setting:
Showcased a clear before-and-after, highlighting enhanced sales potential and profitability.
Pitching a significant shift in Veggie Saver's direction
The transition from wholesale to consumer focus was more than a design tweak; it was a strategic shift. Persuading the client to overhaul their core business model demanded a delicate mix of data, empathy, and foresight.
Data-Driven Decisions:
Drew from user interviews and market research to identify gaps and opportunities.Storytelling:
The analysis captured the US customer's journey, challenges, and interactions with the site.Vision Setting:
Showcased a clear before-and-after, highlighting enhanced sales potential and profitability.
#1 User Engagement Solution
I redesigned the website for a more precise value proposition, emphasizing trust-building among potential customers.
#1 User Engagement Solution
I redesigned the website for a more precise value proposition, emphasizing trust-building among potential customers.
#1 User Engagement Solution
I redesigned the website for a more precise value proposition, emphasizing trust-building among potential customers.
#2 Business Pivot Solution
I pivoted VeggieSaver.com from a wholesale-centric approach to a consumer-centric one while paying attention to the wholesalers
Refined headlines and subtitles to directly address the TA
Reordered and reduced unnecessary elements from the page
#2 Business Pivot Solution
I pivoted VeggieSaver.com from a wholesale-centric approach to a consumer-centric one while paying attention to the wholesalers.
Refined headlines and subtitles to directly address the TA
Reordered and reduced unnecessary elements from the page
#2 Business Pivot Solution
I pivoted VeggieSaver.com from a wholesale-centric approach to a consumer-centric one while paying attention to the wholesalers.
Refined headlines and subtitles to directly address the TA
Reordered and reduced unnecessary elements from the page
#3 Purchase Streamlining Solution
The Veggie Saver website has incorporated a 'Buy Now' button, leading you straight to Amazon's checkout.
Change from "How It Works" to "Buy on Amazon"
Included secondary "Buy on Amazon" two-thirds down the page
#3 Purchase Streamlining Solution
The Veggie Saver website has incorporated a 'Buy Now' button, leading you straight to Amazon's checkout.
Change from "How It Works" to "Buy on Amazon"
Included secondary "Buy on Amazon" two-thirds down the page
#3 Purchase Streamlining Solution
The Veggie Saver website has incorporated a 'Buy Now' button, leading you straight to Amazon's checkout.
Change from "How It Works" to "Buy on Amazon"
Included secondary "Buy on Amazon" two-thirds down the page
Significant increases in traffic,
user interaction, and revenue
VeggieSaver.com saw a surge in organic traffic and user engagement, increasing Amazon sales and heightened interest from potential distributors.
Boosted Amazon sales by 49% and saw a 16% rise in retailer inquiries
Propelled a 3x increase in organic traffic through strategic UX designs
Increased pages per visit by 37% through optimizations
Significant increases in traffic,
user interaction, and revenue
VeggieSaver.com saw a surge in organic traffic and user engagement, increasing Amazon sales and heightened interest from potential distributors.
Boosted Amazon sales by 49% and saw a 16% rise in retailer inquiries
Propelled a 3x increase in organic traffic through strategic UX designs
Increased pages per visit by 37% through optimizations
Significant increases in traffic, user interaction, and revenue
VeggieSaver.com saw a surge in organic traffic and user engagement, increasing Amazon sales and heightened interest from potential distributors.
Boosted Amazon sales by 49% and saw a 16% rise in retailer inquiries
Propelled a 3x increase in organic traffic through strategic UX designs
Increased pages per visit by 37% through optimizations
Expanding product offerings and
introducing direct purchase options
Veggie Saver's roadmap includes definitive steps towards their next stage of development.
New sizes and form factors
Ability to bundle purchases ($100 average order)
Purchase directly from VS
Expanding product offerings and introducing direct purchase options
Veggie Saver's roadmap includes definitive steps towards their next stage of development.
New sizes and form factors
Ability to bundle purchases ($100 average order)
Purchase directly from VS
Expanding product offerings and introducing direct purchase options
Veggie Saver's roadmap includes definitive steps towards their next stage of development.
New sizes and form factors
Ability to bundle purchases ($100 average order)
Purchase directly from VS
Lessons on the importance of flexibility
and user insights in UX design
The value of adaptability and user feedback were crucial lessons I took away from this project.
Connecting with shoppers and also DTC owners truly shaped the solutions.
While not entirely ideal for the consumer, this was the best move for Veggie Saver for their US launch phase.
Lessons on the importance of flexibility and user insights in UX design
The value of adaptability and user feedback were crucial lessons I took away from this project.
Connecting with shoppers and also DTC owners truly shaped the solutions.
While not entirely ideal for the consumer, this was the best move for Veggie Saver for their US launch phase.
Lessons on the importance of flexibility and user insights in UX design
The value of adaptability and user feedback were crucial lessons I took away from this project.
Connecting with shoppers and also DTC owners truly shaped the solutions.
While not entirely ideal for the consumer, this was the best move for Veggie Saver for their US launch phase.
