FarmShop
Summary
Grutto is a farm-to-table platform that connects consumers directly with farmers. Previously, customers could only purchase pre-defined meat packages. As the business grew, so did the demand for flexibility.
The Challenge
Before this project, Grutto’s business model relied on fixed packages. However, the customer support team was overwhelmed with requests from users wanting to swap items or create custom combinations (e.g., I want more beef and no pork).
The Goal: To design an intuitive Custom Meat Configurator that allows users to build their own boxes, increasing customer satisfaction and reducing manual support overhead.
Discovery & Ideation
Using the Design Thinking framework, we moved from understanding user pain points to brainstorming solutions.
Insight: Users felt a lack of control. They wanted to see exactly what goes into their box.
The Solution: A modular configurator that visually represents the box-filling process.
Usability Testing & Iteration
After developing the initial prototype, I conducted usability testing with 10 participants to observe how they interacted with the custom builder.
Critical Insights:
The Transparency Gap: We discovered that users were highly sensitive to the total weight of the box and the final price. They didn't want to wait until the checkout page to see the costs; they needed real-time data to make informed decisions.
Friction in Modification: Users found it frustrating if they couldn't quickly "plus or minus" items. They expected a seamless way to adjust quantities without leaving their current view.
The Solution (The "Iteration"):
- I integrated a sticky "Live Summary" bar that updated the total price and weight instantly as items were added.
- I redesigned the item cards to include stepper controls (+/-), allowing for effortless quantity adjustments directly within the configurator.
Strategy: Gradual Rollout
To ensure a smooth transition and minimize technical risk:
Closed Beta: We launched the configurator to a small group of loyal customers.
Learning: We monitored their behavior and fixed minor UI bugs.
Full Launch: Once the workflow was proven stable, we rolled it out to the entire user base.
Post-Launch Optimization (A/B Testing)
Design doesn't end at launch. To further refine the experience, we ran A/B tests focused on:
- Product Box Layouts: Iterated through multiple product box layouts and CTA placements to identify the most efficient design for the final user experience.
- Price Transparency: Comparing the display of "price per item" vs. "total box price."
The Impact
Flexibility:Users can now mix beef, pork, and other varieties seamlessly.
Efficiency: Significant reduction in manual customization requests to the support team.
Business Growth: A noticeable increase in the Average Order Value (AOV) as users felt more empowered to fill their custom boxes.