Moore Dairy
Case Study
Project Overview
The Product
Moore Dairy is a local dairy sourcing/delivery service. The updated website has a clear distinction of who they are, who they serve, and how to receive service.
Project Duration
90 Days
12/2022 - 03/2023
The Problem
The previous website was hard to identify the brand, what services were, how it the service works, and what area they serve
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Role
Solo/Lead General Contributor
The Goal
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.
Responsibilities
User Research - Competitive Analysis - Wireframing - Interface Design - Migration - Testing - Launch
User Research
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For this project I first did a competitive analysis for my client and compared their product with other farm to doorstep delivery services.
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The next step I took for this project was conduct user interview, finding out what the user’s pain points were with the old product.
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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.
User Persona: Ariana
Ariana is an entrepreneur in the digital space, who has an extensive knowledge on technology, marketing, and general business management who needs clear and simple lifestyle logistic solutions because she is constantly on the go.
Age: 30
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Location: Nyack, NY
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Occupation: Owner of an eCommerce business
“As a busy business owner who spends time split between the city and upstate, I rely heavily on online services”
Goals
Working in the city and retreating home upstate during the weekend, it’s nice to enjoy fresh groceries from local vendors getting the home together while there it’s easy to have groceries delivered, so that I can get things done while working around the house.
Frustrations
It’s essential to cut time where I can to be able to be serve my businesses, self, and family. I can easily spend a whole day running errands and still have a laundry list of tasks to do. Knowing I can get certain things done online and delivered to my door can alleviate much stress.
Competitive Analysis
Starting The Design
Wireframe Process
* 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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Final Design
Final Thoughts
Impact
Since upgrading Moore Dairy’s website they saw a growth in customers consistently ordering from their online accounts. The website update also resulted in a 10% increase annually in customer sales as customers were able to locate their favorite products a lot easier. We are able to utilize search engine optimization for each webpage, allowing more traffic and visibility. (Moore Dairy was sold in 2024)
What I learned
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 predict their needs before they had to ask.