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Background
Web Design Project
A digital platform for purchasing organic food
Role
Visual Designer
Timeline
July. 2020
Tools
Adobe Photoshop
Adobe Illustrator
A digital platform for purchasing organic food products online.
1.1 Introduction
The goal is to design a shopping site for a local organic farm, featuring a diverse range of organic fruits and vegetables. The objective is to provide a user-friendly platform that enables convenient and enjoyable online shopping for fresh, locally grown produce. Emphasizing the farm's commitment to organic practices, the aim is to promote the benefits of consuming organic fruits and vegetables.
1 | Context
2 | Goals
Prominently showcase the convenience of doorstep delivery for fresh, organic fruits and vegetables, emphasizing the time-saving and hassle-free nature of this service.
Integrate the fruit and vegetable sections seamlessly with a user-friendly shopping cart, streamlining the purchasing process and encouraging higher sales conversion rates.
Utilize informative and engaging content, such as educational articles or videos, to promote the health benefits and value of organic fruits and vegetables. Educate customers about the advantages of organic produce, fostering trust and boosting sales.
Design advertisement spaces strategically, showcasing different products and promotions in a visually appealing manner. Optimize ad placement to increase visibility and direct customers towards specific products, maximizing sales potential.
3 | Design
3.1 Website
3.2 Design Logics
Vibrant and Inviting
The goal is to attract a broader audience, particularly younger generations, by creating a home page that exudes freshness, cleanliness, and color. To cater to the growing interest in organic and healthy living among young people, I infused the design with a youthful and fashionable vibe while maintaining a trustworthy and down-to-earth tone.
Inspiring Shopping Experience
The home page includes carefully curated sections like "Shop by Recipe," "Seasonal Best," and "Purchase by Effect." Each section has a specific purpose, encouraging visitors to engage with our offerings and discover products they love.
Trustworthy and Genuine Visuals
Carefully chosen high-resolution, close-up images convey authenticity and a down-to-earth vibe, inspiring confidence and creating relatability.
4 | Takeaways
Balancing Design Values & Sales Priorities
During the design process, I encountered situations where design decisions were influenced by conflicts between the values of the designer and the client. The client's focus primarily revolved around sales figures, while my understanding was that the target audience had a certain level of purchasing power and would prefer to familiarize themselves with the brand before engaging in sales. This discrepancy affected the placement of different content elements.
In future design processes, it is essential for the designer to recommend design decisions to the client from their perspective. However, it is crucial to have supporting data to facilitate consensus, as it can be challenging to reach an agreement without factual evidence.
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