Record-breaking traffic
within weeks of new site launch.
Online orders surpassed expectations
Received an outpouring of positive feedback from their very active member base.
Brand expansion was utilized across channels
Client requested and used all new brand assets in their subsequent channels.
Role
Senior User Experience Designer
Client
The Hunger Mountain Co-op (HMC) is a well-established health food store and co-operative in Central Vermont. They offer a ton of value to their community through events and education.
Goal
HMC reached out to Scout for improved user experience (UX) through shorter load time, streamlined Information architecture, and updated branding.
Team
Completed in collaboration with the studio, Scout Digital.
To tackle this challenge, I conducted a thorough competitive analysis and reviewed Google Analytics data to gain insights. With a clear understanding of the business, I created a Lean Canvas, which identified three customer segments and their user journeys.
This process helped me identify specific problems faced by each customer segment and develop effective solutions that would meet their needs.
Hunger Mountain Co-op needed a seamless and intuitive Information Architecture (IA) to help their users quickly find the information they were looking for.
I used card sorting to identify an improved content structure and tested the updated Information Architecture against each user flow, incorporating user feedback along the way.
With over 65 pages on their website, I knew that the top-tier navigation items needed to be more clear and concise.
This process eliminated duplicative content, streamlined user flows and reduced the page count.
This resulted in a significant improvement in the user experience and smoothing out kinks in the client’s internal processes.
I identified key product features to incorporate into the new site, with a focus on bringing their robust physical form processes online.
