Hunger Mountain Co-op
The Client
The Hunger Mountain Co-op is a well-established health food store and co-operative in Central Vermont. The goal of this project was to improve the User Experience through shorter load time, streamlined Information Architecture, and updated branding.
Empathize | Research, research, research
Hunger Mountain Coop offers a ton of value to their community through events and education. They wanted an intuitive approach to their Information Architecture (IA) that allowed their users to easily find the information they needed. I began with a competitive analysis and preliminary look at their Google Analytics.
Define | Identifying their needs
I created a Lean Canvas with three Customer Segments and their User Journeys, identifying their problems and how HMC could provide solutions.
Their website had over 65 pages, excluding blogs, as well as unclear navigation. During the Information Architecture audit, I organized the content through a post-it card sort process, color coding and restructuring it for clarity. I identified key product features to incorporate, improving both internal processes and the user experience.
I then formalized the new Information Architecture using Whimsical. I tested the User Flows and gathered user feedback from a small group. In the end, the client and I agreed on 4 main navigation links and reduced the page count to 16.
Ideate | Wireframing and Functionality
Using the content strategy and improved IA, I moved into wireframing, choosing each module based on how best to display that content.
Prototype & Test | Design System & Interactions
While designing their Figma Prototype, I also worked on updating brand elements. I incorporated organic shapes inspired by their apple logo to sprinkle their brand throughout the site. Using various shades of brand colors, I aimed to create a fresh and vibrant atmosphere similar to a fully stocked vegetable aisle.
I collaborated with the development team, leading internal reviews and managing JIRA tickets to ensure the final product met expectations. In early November, upon launching the MVP, the client experienced record-breaking site traffic. Orders exceeded expectations, and they received positive feedback from their active member base.
