Project Overview

The Product:

Australia's #1 natural, organic & eco-friendly marketplace for sustainable living. Marketplace For ethically sourced natural, organic & eco-friendly products.

Project Duration:

June 2020-November 2020

The Problem:

The website wasn’t very user-friendly and looked more like a drop shipping website.

The Goal:

Make their online presence more aesthetically pleasing

My Role:

UI/UX Designer, social media strategist

Responsibilities:

User research, web designing, wireframing, prototyping, and social media strategy.

Understanding the User

User Research: Summary

Conducted research from reviews, competitor analysis, market size, and industry statistics

User Research: Pain Points

84% leave a website due to irrelevant/intrusive advertising

The website had a lot of affiliate advertising.

79% find brands on mobile

The website was not optimized for mobile users, as many as 21.7hrs was spent shopping on mobile (on average).

51.7% or 3.1 million Instagram users in Australia were females between 25-34 years olds

The business was only advertising on Facebook and missing its target market which was mainly sitting on Instagram. All competitors posted on both Facebook & Instagram. Followed by Youtube and Pinterest.

All competitors used their own photos and mostly editorial layout

Unlike Buy Natural 5 out of 8 competitors used a clean editorial website layout and all used their own product images, as opposed to the stock images BN was using.

Recommendations

Website Design

  1. The editorial layout is more appealing to young women
  2. Sign-up form mid-home page (currently its a button at the bottom)
  3. Testimonial section on home page
  4. Product layout photography in banners
  5. Remove products at the bottom on the page
  6. Remove the ‘Product Tag’ section