Portfolio eCommerce Website Sargent Farms

About the Client

For three generations Sargent’s mission has remained the same - to deliver the freshest, highest quality chicken. Sargent needed an update to their existing web presence, and new tools to drive customer engagement. Specifically, an eCommerce platform that would allow customers to order products easily, and directly form the manufacturer, as well as source of inspiration for chicken recipes.

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Research Methodology

Using qualitative research methods including 1:1 interviews, customer surveys, and user interviews, the team was able to determine that there were several obstacles and barriers to the current UX/UI for the e-commerce portion of the business. After consulting my findings with the team, we were able to draw the following findings from our research:

Important Information Only

Users want to access key information regarding product information and options to explore more.

Users Love The Delivery Process

Users like to visualize how their products deliver and the operations of their parcels.

More Empathy Needed

Users may struggle with things that seem intuitive. More empathy means better accessibility.

Users Want To Focus On 1 Thing

Users should be able to focus on one aspect of the site at a time. Giving every part intention.

Design Objective

With a brand language redesign and updates to the e-commerce website, pages must be smart, brand-friendly and connected.

Make Product Pages
More Intuitive

Site product pages should easily guide users toward adding the item to their cart and checking out.

Give Users The Answer Before Even Asking

Enabling users to have their answers before asking the question makes their digital experience more streamlined and obstacle-free

Make Cross-Products Connect to The Brand Design Language

Any related cross-products should feel natural to the brand, allowing users to make connections between their experiences on any platform.

The Process

Our team included another Designer, and a program manager. Starting from the ground up, I was responsible for updating the digital brand guidelines, the redesign of the website, as well as the designs for the new eCommerce platform. Below is a snapshot of the process for the design and launch of the website and eCommerce platform.

Digital Brand Guidelines

The inspiration for Sargent is friendly, refreshing and colourful – content is aspirational, inspiring and engaging, with a touch of playfulness using custom illustrations.

Design Language

Sargent's existing brand design was dated and needed a refresh. Using friendly warm tones and accessible elements, this refresh was about making the brand approachable and easier to connect with.

Typography

Choosing a mix between serif and sans serif typefaces blends the perfect balance between playful, imperfect, and human! These elements make up Sargent's brand values, using type to relay information and aura.

Colours

Choosing brand colours that compliment the brand’s products as well as applying colour theory. The primary and secondary colour choices make things easier for future designers and applications.

Components

Component design was a huge portion of the
UX/UI relaunch undertaking. With Sargent's customers primarily being millennial and older, it was important to create components that felt natural and easy to use.

Hi-Fi Execution

Feel free to check out the hi-fi designs including but not limited to user authentication and login flow, check-out process, eCommerce pages, recipe wishlists, and more.