E-Commerce Redesign

E-Commerce Redesign

E-Commerce Redesign

Sunsweet

Sunsweet

Redesigned Sunsweet’s website into a responsive, user-friendly platform that boosts online sales and showcases the versatility of their products.

Redesigned Sunsweet’s website into a responsive, user-friendly platform that boosts online sales and showcases the versatility of their products.

About Sunsweet

Sunsweet is a leading producer of high-quality dried fruits, including prunes, providing delicious and nutritious snacking options for healthier lifestyles.

Role

UI Design, UX Design, Prototyping Dev, User Research, User Testing

About Sunsweet

Sunsweet is a leading producer of high-quality dried fruits, including prunes, providing delicious and nutritious snacking options for healthier lifestyles.

Role

UI Design, UX Design, Prototyping Dev, User Research, User Testing

The Challenge

Sunsweet, the world’s largest dried tree fruit brand, needed a modern website to better engage health-conscious consumers. Key issues included unclear navigation, a non-responsive design, and a disconnected shopping cart that caused high abandonment rates.

Additionally, the site failed to integrate products with recipes, limiting user engagement, and relied on static PDF resources that hindered accessibility and SEO performance.

The Challenge

Sunsweet, the world’s largest dried tree fruit brand, needed a modern website to better engage health-conscious consumers. Key issues included unclear navigation, a non-responsive design, and a disconnected shopping cart that caused high abandonment rates.

Additionally, the site failed to integrate products with recipes, limiting user engagement, and relied on static PDF resources that hindered accessibility and SEO performance.

The Challenge

Sunsweet, the world’s largest dried tree fruit brand, needed a modern website to better engage health-conscious consumers. Key issues included unclear navigation, a non-responsive design, and a disconnected shopping cart that caused high abandonment rates.

Additionally, the site failed to integrate products with recipes, limiting user engagement, and relied on static PDF resources that hindered accessibility and SEO performance.

💡 Key Insights

The non-responsive design and disjointed content integration led to high bounce rates and low conversion rates, especially among mobile users.

The Opportunity

Sunsweet aimed to modernize their digital presence to better connect with health-conscious consumers, showcase product versatility, and drive online sales. The goals were to create a responsive, user-friendly platform that seamlessly integrated products with engaging content like recipes and provided a streamlined shopping experience.

As the Lead UX Designer and Strategist, I led the transformation of Sunsweet’s website into a dynamic e-commerce platform. My responsibilities included creating wireframes, developing responsive layouts, enhancing product and recipe pages, and designing an intuitive shopping cart experience.

The Opportunity

Sunsweet aimed to modernize their digital presence to better connect with health-conscious consumers, showcase product versatility, and drive online sales. The goals were to create a responsive, user-friendly platform that seamlessly integrated products with engaging content like recipes and provided a streamlined shopping experience.

As the Lead UX Designer and Strategist, I led the transformation of Sunsweet’s website into a dynamic e-commerce platform. My responsibilities included creating wireframes, developing responsive layouts, enhancing product and recipe pages, and designing an intuitive shopping cart experience.

The Opportunity

Sunsweet aimed to modernize their digital presence to better connect with health-conscious consumers, showcase product versatility, and drive online sales. The goals were to create a responsive, user-friendly platform that seamlessly integrated products with engaging content like recipes and provided a streamlined shopping experience.

As the Lead UX Designer and Strategist, I led the transformation of Sunsweet’s website into a dynamic e-commerce platform. My responsibilities included creating wireframes, developing responsive layouts, enhancing product and recipe pages, and designing an intuitive shopping cart experience.

Increased online sales with a streamlined shopping cart experience.

Boosted engagement with recipe pages showcasing Sunsweet’s product versatility.

Improved user satisfaction with features like recipe printing and quick cart additions.

Research & Analysis

Research & Analysis

To inform the redesign, I conducted comprehensive research:

  • User Personas: Identified diverse audiences, including health-conscious snackers, recipe seekers, and gift givers.

  • Device Analytics: Analyzed traffic to determine the proportion of users accessing the site on mobile devices, reinforcing the need for a responsive design.

  • A/B Testing: Tested the quick-add-to-cart feature on the products page to assess its effectiveness.

  • Competitive Analysis: Evaluated modern shopping cart processes from industry leaders to identify user-friendly checkout standards.

  • Analytics Review: Assessed user drop-offs and conversion paths, focusing on shopping and recipe interactions.

💡 Key Insights

A significant portion of users accessed the site via mobile devices, yet the non-responsive design was leading to poor user experiences and high bounce rates.

The Approach

The Approach

To address the identified challenges and align with Sunsweet’s goals, I led the design of several key improvements:

  • Simplified Navigation and Responsive Design
    Delivered a fully responsive website with a clear, intuitive menu that allowed users to easily access products, recipes, and resources across all devices.

  • Integrated Products and Recipes
    Designed recipe pages that showcased product versatility with vibrant imagery and links to products, enabling users to quickly add items to their cart while exploring new recipes.

  • Streamlined Shopping Experience
    Introduced quick-add-to-cart functionality and replaced the third-party checkout tool with a custom shopping cart experience, reducing friction and cart abandonment.

  • Enhanced Accessibility and SEO
    Converted static PDF resources into searchable, interactive content, improving usability and organic traffic by aligning with SEO best practices.

💡 Key Insights

Integrating recipes with product pages and streamlining the shopping cart experience were crucial to enhancing user engagement and driving online sales.

The Solution

The Solution

The redesigned website offered:

  • Intuitive Navigation: A simplified menu structure that made it easy for users to find products, recipes, and new offerings.

  • Seamless Mobile Experience: A fully responsive design that provided a consistent and enjoyable experience across all devices.

  • Engaging Content Integration: Dedicated recipe sections with vibrant imagery and direct links to products, encouraging users to explore and purchase.

  • Efficient Shopping Process: A custom shopping cart experience with quick-add features and streamlined checkout, reducing friction and cart abandonment.

  • Accessible Resources: Interactive, searchable content replacing static PDFs, enhancing user engagement and SEO performance.

💡 Key Insights

The quick-add-to-cart functionality allowed users to seamlessly add products to their cart without navigating away from the current page, enhancing the shopping experience.

The Results

The Results

The redesign led to significant improvements:

  • Increased Online Sales: The streamlined shopping cart experience contributed to a notable rise in completed purchases.

  • Enhanced User Engagement: The integration of recipes with product pages and the addition of vibrant imagery led to longer site visits and more interactions.

  • Improved Mobile Satisfaction: The responsive design resulted in positive feedback from mobile users and increased mobile traffic.

  • Reduced Cart Abandonment: The custom checkout process reduced friction, leading to fewer abandoned carts.

  • Better SEO Performance: The conversion of static resources into interactive content improved search engine rankings and organic traffic.

Increased online sales with a streamlined shopping cart experience.

Boosted engagement with recipe pages showcasing Sunsweet’s product versatility.

Improved user satisfaction with features like recipe printing and quick cart additions.

The Future

The success of this project has positioned Sunsweet to continue leveraging its digital platform for enhanced customer engagement and operational efficiency. The redesigned website provides a scalable foundation for future enhancements and features.

💡 Key Insight

The integration of engaging content with a streamlined shopping experience has set a new standard for Sunsweet’s digital presence, paving the way for ongoing innovation.

Reflection

This project reinforced the importance of aligning user needs with business objectives in e-commerce design. By integrating engaging content, seamless navigation, and a frictionless shopping experience, we delivered a platform that not only supports Sunsweet’s business goals but also delights its users.