UX Writing
Les paniers de la mule
Content design for a Swiss-French non-profit farm and cooperative.
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Les paniers de la mule wanted to get more subscribers to sign up for their Veggie Box.
Homepage
Redesign
Context
Les Paniers de la Mule is a cooperative organic farm located in Prilly, Switzerland. They offer seasonal vegetable baskets to members of the local community. The farm aimed to increase its subscriber base and strengthen its online presence.
Objective
Enhance user engagement, increase subscriptions for organic vegetable baskets, and establish a cohesive brand identity.
Challenge
While the original homepage was functional and had clear sections, some parts were text-heavy, lacked immediate visual appeal, clearer calls-to-action, and a cohesive brand identity beyond its logo. Moreover, the client had not previously worked with a UX designer or writer before and was seeking fresh ideas to inspire a new direction for the homepage and website.
The Fix
After conducting a thorough analysis of user needs and behavior and applying user-centered design principles, I proposed a visually appealing homepage that quickly communicates value and guides users towards subscribing. Using my growing UX design skills, I also incorporated visual elements to create a stronger brand identity that resonates with the farm and its target audience, driving conversions effectively.
Key Improvements:
Simplified Content Structure: Reduced textual clutter to make the website more user-friendly.
Prominent Product Display: Highlighted their vegetable baskets with clear pricing and subscription options.
Engaging Visuals: Used high-quality images of vegetables and thematic elements like the donkey to enhance visual appeal.
Clearer Calls-to-Action: Added direct and visible buttons for subscribing to the veggie box service.
Brand Identity Creation: Developed a brand identity by reimagining the content and homepage design, ensuring consistency in tone, style, and visual elements.
Results
The client loved the proposal and left a 5-star review. I then worked with a UX designer the client hired to bring the concept to life, working with my content design ideas and evolving the brand further. After 3 iterations, the redesigned homepage successfully communicated the farm’s value proposition and increased Veggie Box subscriptions by 17%. The live website can be viewed here.
