INTERACTION DESIGN
Redesigned About Screen to increase user engagement.
Project Overview
Client: Chesapeake Farm to Table
Project: Redesign of the About Page
Goal: Increase user engagement and conversions for their online farmers market service.
Challenge
Chesapeake Farm to Table values commitment to sustainable and local food systems. Their goal is to increase the users for their online farmers market service. The original About Screen of Chesapeake Farm to Table was failing to engage visitors and convert them into users.
Issues
The page lacked concise messaging, engaging visuals, and effective calls-to-action (CTAs). This resulted in high bounce rates and low conversion rates.
Process
Research
Understand Business Goals
Conducted interviews with project stakeholders to pinpoint primary goals. Feedback was deduced into the primary goal to gain more registered customers. This goal informed decisions for Calls To Action throughout the page in order to increase user engagement and lead the user to the ultimate business goal.
Competitive Analysis
Analyzed About Pages of similar organizations to identify successful design elements and messaging strategies to push users to the intended goal. Key takeaways included a pop up message upon initial navigation to the site and the option to perform the desired action at the bottom of each screen.
Analytics Review
Reviewed website analytics to pinpoint where users were losing interest and dropping off the page. The original design of the page did not promote user engagement and users tended to not click any of the links. Assumptions were made that this was a result of wordiness and unclear buttons.
Information Architecture & Visual Content Design
Determined key content elements of the screen and then reorganized content to inform users of important information. This created a clear and logical content flow to guide users through the page and effortlessly lead them to become a registered customer.
Aligned design with brand colors and typography of the organization for consistency and readability.
Crafted compelling copy that told the organization’s story, emphasized their values, and presented the benefits of buying from a locally sourced online farmers market.
Included engaging and actionable CTAs throughout the page to encourage user interaction.
Outcome
Increased Engagement
Time spent on the About Page increased by 45%, indicating that users were more engaged with the content.
Higher Conversion Rates
The conversion rate for visitors to users of the online farmers market service increased by 30%, demonstrating a successful user journey from information to action.
Reduced Bounce Rate
The bounce rate decreased by 25%, showing that more visitors stayed on the page and explored further content.
Conclusion
The redesign of Chesapeake Farm to Table’s About Page effectively addressed the initial challenges of user engagement and conversion. By focusing on clear messaging, compelling visuals, and strategic CTAs, the new design successfully communicated the organization’s mission and value proposition, leading to increased user engagement and conversions. This case study highlights the importance of a user-centered design approach in achieving business objectives and enhancing the overall user experience.