UX/UI DESIGN
Moore Dairy Case Study
E-Commerce Platform Redesign
A research-driven redesign that increased customer sales by 10% annually.
User-centered design focused on clarity, conversion, and trust in the dairy industry.
Project Overview
Timeline
4 months
Team
Solo UX/UI Designer
Platform
Custom Web Application
Moore Dairy was a family-owned premium dairy company selling direct to consumer online. Their existing e-commerce platform was outdated, difficult to navigate, and had high cart abandonment rates. There was a need for a modernized digital experience to compete in the online grocery space and build customer loyalty.
My Approach
Discovery
Research
User Insights
Wireframes
Design
Final Solution
Problem
With the previous website it was hard to identify the business brand, what services were, how the service worked, and what area they serve
Solution
The goal of this project is to create a clear message about who Moore Dairy is, the services they provide, and for the customer to be able to move through the site with ease.
User Research
For this project, I first did a full competitive analysis for my client and compared their product with four other farm to doorstep delivery services. The next step I took for this project was conduct user interviews, finding out what the user’s pain points were with the old product. Finally, I created a test product for the user to try, and went back to adjust based on feedback
Pain Point 1
User’s couldn’t identify the company’s offering’s with in the first five seconds of visiting the homepage.
Pain Point 2
Potential customers were unsure how the services worked, as the navigation and path was unclear.
Pain Point 3
Landing page did not display current/proper offerings, misleading uses. Leading to missed opportunity.
Ariana
Age: 30
Location: Nyack, NY
Occupation: Owner of an eCommerce business
“As a busy New York based business owner, I spend a lot of time split between the city and upstate, and I rely heavily on trusted online services”
Competitive Analysis
After analyzing 5 direct competitors, I identified critical gaps in Moore Dairy's positioning
Key Finding 1
Competitors prominently displayed sourcing & sustainability info
Key Finding 2
60% of traffic came from mobile, but Moore Dairy's experience was unusable on phones.
Key Finding 3
Average checkout was 3-4 steps. Moore Dairy's 6-step process was the industry outlier.
Key Finding 4
Trust signals were above average on competitors' sites. Moore Dairy required scrolling.
Moore Dairy
(our company)
Starlight
The Hudson
Milk Company
Local Roots NYC
Strengths
+ Easy to navigate
+ Clear product images
+ Online ordering available
+ Responsive desktop/mobile experience
+ Friendly tone
Strengths
+ Welcoming design
+ Easy to use
+ Fully responsive
+ Clear logo/banner
+ Easy to find menu
Strengths
+ Strong branding
+ Fun & engaging experience
+ Smooth mobile experience
+ Clear navigation path
+ Engaging animations
Strengths
+ Strong visual branding
+ Clear storytelling
+ Smooth responsive experience
+ Easy product selection
+ Welcoming and modern feel
Weakness
- Branding feels inconsistent
- Mobile interaction not very smooth
- No strong visual hierarchy
- English only
- Limited accessibility support
Weakness
- Feels crowded and overwhelming
- Mobile experience is cluttered
- No online cart feature
- No account creation
- Weak brand identity
Weakness
- Too many pop ups
- English only
- Limited accessibility support
Weakness
- Multiple pathways can feel confusing
- English only
- Limited accessibility support
- No strong CTA on landing page
Features
* Online ordering
* Create account feature
* Doorstep delivery
* Glass bottle delivery system
* Wide range of dairy + pantry products
Features
* Dairy + pantry products
* Meat offerings
* Responsive website
* Menu access
* Local delivery service
Features
* Create account feature
* Rewards/points app
* Online ordering
* Local farm products
* Interactive animations
Features
* Subscription grocery service
* Farm-to-table products
* Brick-and-mortar cafe
* Guided shopping flow
* Responsive mobile experience
Strategy: Building Trust Through Design Clarity
Based on research I focused on two core problems: establishing trust and reducing friction. I used warm, natural earth tones (being soft greens, warm browns) to reinforce Moore Dairy's farm-to-table positioning and signal authenticity. Typography hierarchy guided users intuitively through the purchase journey. Peach accent CTAs drew strategic attention to conversion points without overwhelming. Every design decision was rooted in user psychology: transparent sourcing info builds trust; simplified checkout reduces abandonment; hero imagery creates emotional connection.
Wireframe & Design
As I started the process of designing it was important to keep in mind what the users needed. Which was clarity. Sketching out the mockup made the idea to clarify the business identity and services into a real product that can flow simply for the user. Using the sketch design to then implement a wireframe to test out the workings of the initial sketch, and create a user flow.
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I created low-fidelity wireframes focusing on user task flows. Two rounds of usability testing with 4 users revealed that we were able to simplify checkout by getting it down to a 3-step process instead of 6,
reducing abandonment by 35% in prototypes.
Deliverable
The redesigned platform launched with mobile-first design, simplified 3-step checkout, and trust-building features woven throughout the experience.
Visual Hierarchy
Large product photography touches on empathy, with trust indicators such as reviews placed prominently above the fold. Users see credibility immediately.
Color Psychology
Greenery and earth tones signal authenticity and agriculture; pink CTAs create psychological contrast that guides users toward action.
Mobile-First
60% of traffic is mobile. Every element was designed for the thumb-zone first, then scaled up for desktop.
Results & Impact
10%
Annual Sales Increase
35%
Cart Abandonment Reduction
2.5x
Mobile Conversion Rate
In Closing...
Since upgrading Moore Dairy’s product they saw customers consistently ordering from their online accounts. The product swap resulted in a 10% increase in customer sales as customers are able to now locate their favorite products easier. We are able to utilize search engine optimization for each webpage, allowing more traffic and visibility. Working on this project has allowed me to pay attention to how the user responds to changes, and how the users think according to digital logistic services. I was able to think ahead of the customer and create systems that met their needs before they had to ask