NutsCo

Project Summary

This project focused on developing a content strategy and new website for NutsCo., a leading supplier of high-quality nuts. They wanted to improve the user experience, increase sales, and better communicate the brand’s values. The project addressed key issues like outdated design, poor navigation, and limited mobile responsiveness. The result was a modern, responsive website that enhanced user engagement, showcased product offerings effectively, and improved conversions.

My Role

As a UX designer, in a small team, I contributed to user research, persona creation, and the design of wireframes and prototypes.

Problem

  • Outdated Design
  • Poor Navigation
  • Limited Mobile Responsiveness
  • Weak Brand Communication
  • Low Sales Conversion

Goals

  • Design a modern, visually appealing user interface.
  • Develop a streamlined website architecture tailored to meet the diverse needs of customers.
  • Clearly communicate the brand's values and commitment to sustainability.
  • Create an intuitive navigation system for a seamless user experience

The Process

Problem Definition > Research & Discovery > Ideation & Design > Launch

Problem Definition

NutsCo.'s existing website was outdated, difficult to navigate, and lacked mobile optimization, making it challenging for both B2B and B2C customers to explore products and engage with the brand. The site failed to communicate the company’s values, particularly its commitment to sustainability and product quality. As a result, the company was losing potential customers, and overall user satisfaction was low, leading to missed opportunities for conversions and long-term customer retention..

Research & Discovery

To understand the needs and preferences of Nutsco’s target audience, we used various research methods and techniques:

  • Benchmark research on several competitors

  • Online surveys with over 50 existing and potential customers to gather quantitative and qualitative data on demographics, behaviors, and attitudes towards healthy snacks and online shopping. 

  • User interviews with over 10 customers to gather qualitative insights on their motivations and pain points.

  • Analyzed the data using affinity diagrams and thematic analysis.

Key Findings
  1. Customers were not aware of the brand story or the social impact of their purchases.
  2. Customers wanted more information about the products, such as ingredients, nutritional facts, allergens, and reviews.
  3. Customers wanted more incentives to buy online.
  4. Customers expected a simple, intuitive, and engaging website

Who Are Our Users?

We developed detailed user personas based on insights gathered from user interviews, surveys, and a competitive analysis. These personas represented both B2B clients, such as procurement officers, and B2C consumers, like health-conscious individuals seeking sustainable, high-quality products.

Ideation & Design

User journeys on the website were mapped by analyzing goals, pain points, tasks, questions, and emotions throughout the experience. Following feedback, high-fidelity prototypes were developed, refining visual elements such as color schemes, typography, and imagery to match personas’ preferences. 

Final Product

The final design focused on a modern, user-friendly platform that improved navigation and effectively communicated Nuts Co.'s brand values and sustainability efforts. Through continuous iteration, we ensured the design met the needs of both B2B and B2C users.