Keystone Worms
Keystone Worms
Keystone Worms
April 2024 - Lead designer for end to end product design, research, and Shopify development.
April 2024 - Lead designer for end to end product design, research, and Shopify development.
Currents
Polaris
Invent Animate
Competitive Analysis
I researched the three biggest influences/most popular bands of the genre to craft a more familiar experience.
Currents
Polaris
Invent Animate
Competitive Analysis
I researched the three biggest influences/most popular bands of the genre to craft a more familiar experience.
Currents
Polaris
Invent
Animate
Competitive Analysis
I researched the three biggest influences/most popular bands of the genre to craft a more familiar experience.
Currents
Polaris
Invent Animate
Competitive Analysis
I researched the three biggest influences/most popular bands of the genre to craft a more familiar experience.
Currents
Polaris
Invent Animate
Competitive Analysis
I researched the three biggest influences/most popular bands of the genre to craft a more familiar experience.
Modern design and usability upgrade
Modern design and usability upgrade
Keystone Worms, a company specializing in worm castings for organic gardening, needed a website overhaul to effectively showcase their niche product. With the organic gardening market projected to reach $220 million by 2027, there was a significant opportunity for growth. However, the existing website was hindering their ability to capitalize on this trend.
Keystone Worms, a company specializing in worm castings for organic gardening, needed a website overhaul to effectively showcase their niche product. With the organic gardening market projected to reach $220 million by 2027, there was a significant opportunity for growth. However, the existing website was hindering their ability to capitalize on this trend.
Keystone Worms, a company specializing in worm castings for organic gardening, needed a website overhaul to effectively showcase their niche product. With the organic gardening market projected to reach $220 million by 2027, there was a significant opportunity for growth. However, the existing website was hindering their ability to capitalize on this trend.
Keystone Worms, a company specializing in worm castings for organic gardening, needed a website overhaul to effectively showcase their niche product. With the organic gardening market projected to reach $220 million by 2027, there was a significant opportunity for growth. However, the existing website was hindering their ability to capitalize on this trend.
Keystone Worms, a company specializing in worm castings for organic gardening, needed a website overhaul to effectively showcase their niche product. With the organic gardening market projected to reach $220 million by 2027, there was a significant opportunity for growth. However, the existing website was hindering their ability to capitalize on this trend.
Keystone Worms, a company specializing in worm castings for organic gardening, needed a website overhaul to effectively showcase their niche product. With the organic gardening market projected to reach $220 million by 2027, there was a significant opportunity for growth. However, the existing website was hindering their ability to capitalize on this trend.
Users visiting the Keystone Worms website faced several obstacles:
Users visiting the Keystone Worms website faced several obstacles:
Confusing Landing Page:
The homepage functioned more as a product display than an informative landing page.
Confusing Landing Page:
The homepage functioned more as a product display than an informative landing page.
Poor Navigation:
Broken links and unclear menu structure left users at a standstill.
Poor Navigation:
Broken links and unclear menu structure left users at a standstill.
Lack of Education:
Limited information about the unique benefits of the company.
Lack of Education:
Limited information about the unique benefits of the company.
Inconsistent Visuals:
A mix of low-quality and inaccurate images failed to appeal to potential customers.
Inconsistent Visuals:
A mix of low-quality and inaccurate images failed to appeal to potential customers.
Weak Content Hierarchy:
Small copy with no clear structure made information hard to digest.
Weak Content Hierarchy:
Small copy with no clear structure made information hard to digest.
Subpar E-commerce Experience:
The product showcase lacked detail and user friendly features.
Subpar E-commerce Experience:
The product showcase lacked detail and user friendly features.
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To address these issues, I implemented the following:
To address these issues, I implemented the following:
UX Audit: Conducted a comprehensive review of the existing site, identifying pain points in user flow, content, and overall experience.
UX Audit: Conducted a comprehensive review of the existing site, identifying pain points in user flow, content, and overall experience.
Market Research: Analyzed competitor websites and industry trends to inform the redesign strategy.
Market Research: Analyzed competitor websites and industry trends to inform the redesign strategy.
Design and Iteration: Created a new design focusing on user needs, brand identity, and e-commerce best practices.
Design and Iteration: Created a new design focusing on user needs, brand identity, and e-commerce best practices.
CSS Implementation: Utilized Shopify to bring the new design to life, adapting to platform-specific requirements.
CSS Implementation: Utilized Shopify to bring the new design to life, adapting to platform-specific requirements.
The following principles guided my designs
The following principles guided my designs
Engaging Landing Page:
Redesigned the homepage to clearly communicate Keystone Worms' value proposition and guide users.
Engaging Landing Page:
Redesigned the homepage to clearly communicate Keystone Worms' value proposition and guide users.
Intuitive Navigation:
Expanded and reorganized the site structure for better usability.
Intuitive Navigation:
Expanded and reorganized the site structure for better usability.
Educational Content:
Created a dedicated section for educational resources, including blog posts and guides about sustainable practices and composting.
Educational Content:
Created a dedicated section for educational resources, including blog posts and guides about sustainable practices and composting.
Cohesive Visual Identity:
Established a refreshed brand identity with a modern color palette, typography, and nature-inspired elements.
Cohesive Visual Identity:
Established a refreshed brand identity with a modern color palette, typography, and nature-inspired elements.
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Clear Information Hierarchy:
Implemented a logical content structure with clear headers and concise copy.
Clear Information Hierarchy:
Implemented a logical content structure with clear headers and concise copy.
Enhanced E-commerce Experience:
Developed a clean product gallery with high-quality images, detailed descriptions, customer reviews, and filtering options.
Enhanced E-commerce Experience:
Developed a clean product gallery with high-quality images, detailed descriptions, customer reviews, and filtering options.
Impact
Impact
The redesigned Keystone Worms website has received overwhelmingly positive response since the launch:
The redesigned Keystone Worms website has received overwhelmingly positive response since the launch:
Website traffic has increased by 88%
Traffic to the site has increased by nearly 90% compared to the previous 90 days
Website traffic has increased by 88%
Online orders have almost doubled compared to the previous 90 days
Online orders have almost doubled compared to the previous 90 days
Overall there's been an impressive 70% increase in conversions
Overall there's been an impressive 70% increase in conversions
User Journey Comparison:
User Journey Comparison:
Before:
Before:
A potential customer arrives on the site, sees a cluttered product display, struggles to find information about worm castings, and leaves confused about the product's benefits.
A potential customer arrives on the site, sees a cluttered product display, struggles to find information about worm castings, and leaves confused about the product's benefits.
After:
After:
A user lands on an informative homepage, easily navigates to educational content about worm castings, browses a well-organized product catalog, and completes a purchase with confidence in their decision.
A user lands on an informative homepage, easily navigates to educational content about worm castings, browses a well-organized product catalog, and completes a purchase with confidence in their decision.
Conclusion
Conclusion
By focusing on user needs and implementing a comprehensive redesign, we transformed the Keystone Worms website from a confusing product display into an educational, user-friendly e-commerce platform. This not only improved key metrics but also positioned Keystone Worms as a leader in user experience within their niche industry.
By focusing on user needs and implementing a comprehensive redesign, we transformed the Keystone Worms website from a confusing product display into an educational, user-friendly e-commerce platform. This not only improved key metrics but also positioned Keystone Worms as a leader in user experience within their niche industry.
Lessons learned
Lessons learned
The importance of clear information architecture in niche markets
The importance of clear information architecture in niche markets
The value of integrating educational content with e-commerce functionality
The value of integrating educational content with e-commerce functionality
The impact of cohesive visual design on user trust and engagement
The impact of cohesive visual design on user trust and engagement
This case study demonstrates my ability to analyze complex UX problems, implement comprehensive solutions, and deliver measurable results through user-centered design.
This case study demonstrates my ability to analyze complex UX problems, implement comprehensive solutions, and deliver measurable results through user-centered design.
Check out the finished product below
Tammy, CEO
Exceptional redesign experience
Exceptional redesign experience
"It was a pleasure working with Donny on the redesign of my website. From the initial consultation to the finished design, Donny listened to my input, was quick to respond to feedback and offered insightful suggestions. My website has a polished, professional look and the customer response has been overwhelming!"
"It was a pleasure working with Donny on the redesign of my website. From the initial consultation to the finished design, Donny listened to my input, was quick to respond to feedback and offered insightful suggestions. My website has a polished, professional look and the customer response has been overwhelming!"
"It was a pleasure working with Donny on the redesign of my website. From the initial consultation to the finished design, Donny listened to my input, was quick to respond to feedback and offered insightful suggestions. My website has a polished, professional look and the customer response has been overwhelming!"
"It was a pleasure working with Donny on the redesign of my website. From the initial consultation to the finished design, Donny listened to my input, was quick to respond to feedback and offered insightful suggestions. My website has a polished, professional look and the customer response has been overwhelming!"
"It was a pleasure working with Donny on the redesign of my website. From the initial consultation to the finished design, Donny listened to my input, was quick to respond to feedback and offered insightful suggestions. My website has a polished, professional look and the customer response has been overwhelming!"
"It was a pleasure working with Donny on the redesign of my website. From the initial consultation to the finished design, Donny listened to my input, was quick to respond to feedback and offered insightful suggestions. My website has a polished, professional look and the customer response has been overwhelming!"
Would you like to work together or just say hi? Send me an email :)
Would you like to work together or just say hi? Send me an email :)
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Let's create together:
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Let's create together:
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Let's create together:
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Let's create together:
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Let's create together:
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Let's create together: