Role

UX designer

Duration

2 Weeks

Team

1 UX Designer

1 UI Designer



Tools

Figma

Year

2021

Contribution

UX research, information architecture, user flows and wireframes

Content Strategy to Drive Trust and Sales

The old website from Kaffee la Finca lacked clear Calls to Action (CTAs) and failed to effectively communicate the brand’s core ethical value of Fair Trade.This limited both customer trust and the website’s sales potential. We worked as a cohesive 2-person team (UX and UI) to ensure stakeholder buy-in for the redesign.

Building Trust Through Transparency

  • Challenge

Users expressed concern about the authenticity of Fair Trade claims, and the existing purchase process was confusing.


  • Our Contribution

Through user research, we identified transparency and sustainability as key customer concerns. These insights were represented through our primary persona, Lucas.


  • Our hypothesis

Improving content hierarchy would boost trust, guiding the design to ensure environmental and ethical information was clear, prominent, and easily accessible.

Sitemap & User Flow

I created a sitemap to define the website’s information architecture and understand how users would navigate between the main sections. This helped me structure the user flow before moving into wireframes.

Evidence-Based Design

We validated design decisions (colors, logo, style) using a survey with 62 participants. This collaborative and data-driven approach ensured the final design was not only user-centered but also maintained the brand's identity, leading to high client satisfaction and successful project adoption.

Our UX Redesign Led to a 40% Increase in E-commerce Sales.

Project Success: In a focused 2-week sprint, we delivered a Minimum Viable Product (MVP) that transformed the e-commerce experience. The MVP's user-centric improvements directly impacted the bottom line: The client reported a remarkable 40% increase in sales since activating the new e-commerce design. This outcome validates our ability to turn research into measurable business value.

Solution

We redesigned the content hierarchy, prioritizing farmers' stories and transparency. This resulted in a streamlined purchase flow directly from the homepage, successfully aligning the brand's mission with the user experience.


To explore the Kaffee La Finca e-commerce platform: Go to Kaffee La Finca