SOWING TRUST, HARVESTING GROWTH
Highland Vegetables Website Design
PROJECT OVERVIEW
Client: Cibadak Agri., Inc
Objective: Develop a responsive, high-impact website to boost brand visibility and engage potential customers.
Role: Creative Director.
Skills: Branding & Marketing, Project Management, Story Telling, UX Strategy and Writing, Photography and Videography. User Research and Interviews, Information Architecture, Wire-Framing, Prototyping, SEO.
Tools: Figma, Adobe Suite
Duration: July - November 2024 (Currently On-Hold)
Challenge
Highland’s website, last updated in 2012, has been overshadowed by the company’s strong presence on Instagram. Designed for desktop users, it no longer aligns with user habits, as 62.8% of Indonesia’s web traffic now comes from mobile devices (Statista, February 2024). While desktop access is still relevant for some corporate clients, the redesign must prioritize a mobile-first approach.
Goal: Revamp the website to tell a compelling story that clearly conveys Highland’s mission and values while meeting the needs of modern users.
Constraints: With limited resources and a client hesitant to invest in online presence, data-driven evidence is crucial to justify the redesign.
Insights
User Research: Interviewed and surveyed potential customers to uncover their knowledge of the Highland Brand and how they feel toward the brand.
Competitive Analysis: Evaluated competitor websites to identify gaps and opportunities for differentiation.
Key Insights: A well-designed responsive website enhances the brand’s professionalism and establish credibility and trust. It’s a strategic asset that can strengthens Highland’s market position, engages diverse customer segments, drives long-term growth in Indonesia’s competitive vegetable industry and attracts potential global investors.
Target Audiences: Whether for personal health, culinary excellence, or business growth, customers seek simplicity, trust, and solutions that align with their lifestyle or professional goals, including easy access to information, sustainable practices, and dependable partnerships.
Iterative Design Process
I. Wire-framing and Mid-Fidelity Prototyping:
Client has basic information architecture from the existing website which helped condensed Wire-framing and Mid Fidelity Prototyping design phases.
II. High-Fidelity Prototyping & User-Testing:
After testing the proposed website's navigation and content structure, I quickly populated the wireframe with high-fidelity content. Shortened the development timeline by 20% through the repurposing of existing brand assets and the use of agile methodologies.
Below shows High-Fidelity V.1 and V.2 responding feedback from user testing with clients and staff.
What’s Next?
DESIGN AESTHETICS:
Next Step: Refine layouts for different screen sizes to maintain a cohesive, visually appealing brand presence.
Impact: Enhance retention by 25%, mirroring successes of visually optimized sites like Oishii.com.
CALL-TO-ACTION (CTA):
Next Step: Test and optimize CTAs like "Find in Store" for higher engagement.
Impact: Projected to increase click-through rates by 40%, replicating strategies of sites like AmazingFarm.com.
MOBILE OPTIMIZATION:
Next Step: A responsive homepage and store locator designed for Indonesia’s mobile-heavy audience.
Impact: Increase mobile sessions by 50%, leveraging Indonesia’s 62.8% mobile web traffic trend (Statista, Feb 2024).
INFORMATIONAL CONTENT:
Next Step: Showcase engaging data on hydroponic farming's sustainability and emphasize the "Farm-to-Table" narrative.
Impact: Expected to boost traffic by 30%, attracting eco-conscious and health-focused users
NAVIGATION:
Next Step: Fine-tune filters for store preferences and restore a prominent search feature based on user feedback.
Impact: Reduce bounce rates by 20%, improving the path to finding products and locations.
SEO DIGITAL STRATEGY:
Next Step: Implement targeted keyword strategies to boost search rankings and align with Highland’s social campaigns.
Impact: Drive a 35% increase in organic traffic, achieving top-10 ranking for hydroponic farming keywords.