Purpose and Hope delivers nutritionally dense soups, vegan minerals, and organic brewed broth for people in East Bay, California. Collaborating directly with Nancy Chang, the owner of P&H, we aimed to enhance the customer shopping journey, refine product and delivery expectations, and incorporate engaging visual elements.
Using Shopify, I redesigned the website to ensure seamless management and a streamlined checkout experience for customers.
Problems when placing orders
Nancy’s customers had many questions about ordering soups on her website. They were confused about who the products were for and how to place orders. The old website lacked clear guidance, causing confusion and uncertainty.
- How do I order your soups?
- Do you deliver your soups?
- How are your soups packaged?
- I would like to purchase your soup, but I am not currently experiencing an illness, can I still place an order?
Planning ahead
Before starting any sketch work, I researched other soup companies to understand how we could tackle the unique challenges at P&H. Given my dual role in building the site, it was crucial to also understand the design limitations or constraints within Shopify. This ensured that the designs I produced would be feasible during the later development stages, ultimately saving time and ensuring efficiency.
Content strategy & layout
My primary focus was on tackling core elements contributing to confusion by refining the information architecture and content strategy. To achieve this, I prioritized including a clear service offer, providing straightforward steps for product ordering, and clarifying P&H’s identity and company mission.
Visual guideline
To ensure visual brand consistency, I incorporated colors, typography, and images from the brand asset. I’ve also gathered her website inspiration which is her preferred style and layout for the new website. Equally important was selecting a style that fits well within the client’s budgetary limit.
Website mockup
Collaborating with a website audit strategist enabled us to pinpoint areas for improvement, enhancing both the visual appeal and content strategy to create a smoother ordering experience.
Improved ordering experience
We proceeded with an enhanced website tailored to tackle P&H challenges, featuring a clear service offering, streamlined steps for online ordering, and an easily navigable checkout experience, all while refining P&H’s identity and company mission.
Website featured on ABC localish
The outcome of this website revamp has significantly reduced the confusion customers previously faced with the old website. Nancy has also observed an increase in her order volume.
She can further expand her business with the new brand assets in place. This includes benefiting from an enhanced brand image, improved user experience, and scalability for new features and functionalities.