Context

La Ruche qui dit Oui ! is a short food supply chain online platform. Producers use it to sell directly to consumers - Members, as we call them.

As a Member, you shop online before collecting your order in a place called "Ruche", aka a Hive.It's fairly easy to buy stuff online, but grocery shopping is still mainly done in retail shops. Problems come in different sizes and shapes: knowing what to shop, discovering products, browsing a wide catalog, and tangibly evaluating the merchandise are only some of them.

As the Members' community is quite diverse at la Ruche qui dit Oui !, the shopping experience must be practical enough to be approached by anyone.

User testing and Data

Various user testings with newcomers shows us the lack of a UX route. Value proposition and CTAs are mixed all together. Users are quickly drawn to the map which is confusing as different services are not properly explained. How-to draws some attention but it's hard to understand what la Ruche stands for.

Data shows us that 25% of users entering the funnel struggle to find an opened sale resulting in a 37% chance of ending the session.

The plan

Our goal is to draw a UX path into the funnel by simplifying mental workload. Each of this step has a specific goal:

1. Homepage: understanding what la Ruche stands for

2. Map: choosing the right service the easy way

3. Shop: adding groceries to cart

But first, copy.

La Ruche corporate homepage serves 3 main types of users: Hosts, Producers and Members. As we have specific landing pages for Producers and Hosts, we target newcomer Members here.

To come up with the right content for the Homepage, I work alongside communication team. We look for a way to explain simply some of la Ruche's core values and Member's value proposition. We explore a bunch of ways of communicating these.

Solving problems

The map is where we discovered most of the issues during user testing. Due to our multiple services and various IA problems, users had some trouble finding their way to a sale page.

home delivery service is not displayed

25% of sessions lead to an assembly with no sale

37% of those exit the site right away

A bunch of iterations are needed to come up with a unified system, flexible enough to display different level of services, regardless where the search is done. The goal is to deliver the right service at the right time, and guide the user into the funnel.

As we focus on simple, we design mobile first.