Squarespace Web Design for Deerbox in the United Kingdom

Dec 5

Estimated Completion: Approximately 12 weeks
Live Website Link: https://deerbox.co.uk/

Scroll through the homepage below:

Introduction

In today's digital marketplace, a company's website is often the first point of contact with potential customers. For businesses specializing in niche markets like sustainably sourced meats, an effective online presence is crucial to communicate value propositions and drive conversions. Deerbox, a UK-based company delivering sustainably sourced wild venison and other farmed meats directly to customers' doors, recognized the need to enhance their existing Squarespace website. Their goal was to increase conversions, improve navigation, and provide a seamless user experience that aligns with their brand values of freshness, quality, and sustainability.

This case study explores our collaborative journey with Deerbox to revitalize their website, focusing on design enhancements, user journey optimization, and strategic feature implementations to meet their business objectives.

Our Client’s Background

Deerbox is a pioneering company in the UK meat industry, offering a unique selection of sustainably sourced wild venison, along with Forest of Dean wild boar, Tamworth pork, and Pasture for Life beef. By providing a wide variety of cuts and deer species, Deerbox caters to discerning customers who value quality, freshness, and ethical sourcing. Their commitment to sustainability extends beyond their products to their business practices, emphasizing minimal environmental impact and supporting local ecosystems.

Despite having an existing website on Squarespace, Deerbox faced challenges in converting website visitors into customers. Navigation issues, unclear product variants, and a less-than-optimal user journey were hindering their online sales potential. Recognizing these obstacles, Deerbox sought our expertise to enhance their website design and functionality, making it more user-friendly and effective in driving conversions.

Project Goals and Objectives

Our collaboration with Deerbox centered around several key objectives:

Design Review and Enhancement: Examine and improve the current website design and user experience, using reference sites as guidance while maintaining the existing site structure.
Brand Cohesion: Ensure all design updates align with Deerbox's branding for a consistent and recognizable look and feel across the site.
User Journey Optimization: Enhance the overall user journey to be smooth and seamless, with a focus on improving the user interface (UI).
Shop Page Enhancement: Prioritize improvements to the Shop page to make it more user-friendly and easy to navigate, including clear presentation of product options and weight variants.
Site-Wide Refresh: Evaluate and refresh other pages, including the homepage, to optimize user engagement and functionality.
Trade Page Creation: Develop a dedicated 'Trade' page for restaurant clients, detailing offerings and how to engage in business.
Expanded Product Visibility: Update the site to prominently showcase the availability of beef and pork products alongside existing offerings.

Project Scope and Requirements

To achieve these objectives, we outlined a comprehensive project scope:

Design and User Experience Review:
- Conduct a thorough analysis of the current website design and user experience.
- Identify pain points and areas for improvement.
- Use the reference site Curtis Pitts Deer Services as guidance for best practices.
Design Enhancements:
- Update the website's visual aesthetics to be more engaging and align with Deerbox's branding.
- Ensure consistency in fonts, colors, and imagery across all pages.
User Journey Optimization:
- Simplify navigation menus and site structure.
- Improve page load times and mobile responsiveness.
- Implement clear and compelling calls-to-action (CTAs).
Shop Page Improvements:
- Redesign the Shop page for better usability.
Site-wide Refresh:
- Update the homepage with engaging content and visuals.
- Refresh other key pages to enhance functionality and user engagement.
Product Variants Clarity:
- Provide detailed product descriptions and images.
Trade Page Creation:
- Develop a dedicated page for restaurant clients.
- Include information on offerings, pricing, and how to establish a trade relationship.
Expanded Product Visibility:
- Feature beef and pork products more prominently.
- Update product categories and navigation to reflect the expanded offerings.
Technical Considerations:
- Work on a duplicated version of the site to avoid impacting the live site during development.
- Ensure all updates are compatible with Squarespace's platform capabilities.

Design and Development Process

Discovery Phase

We initiated the project with a comprehensive discovery phase to understand Deerbox's brand, target audience, and specific challenges with the current website.

Stakeholder Interviews:
- Met with Deerbox's team to discuss their vision, objectives, and expectations.
- Gathered insights into their brand values and unique selling propositions.
Website Audit:
- Conducted a detailed analysis of the existing website, including usability testing and performance evaluation.
- Identified issues such as difficult navigation, unclear product options, and inconsistent branding.
Competitive Analysis:
- Reviewed the reference site and other competitors to understand industry standards.
- Identified best practices in e-commerce design and user experience.
User Persona Development:
- Created user personas representing Deerbox's primary customer segments, including individual consumers and trade clients.
- Mapped out user journeys to identify pain points and opportunities for enhancement.

Design Review and Enhancement

With a clear understanding of the challenges and objectives, we proceeded to redesign the website.

Visual Design Updates:
- Refreshed the color palette to reflect the brand's focus on sustainability and quality, using earthy tones and clean designs.
- Selected fonts that are modern and legible, enhancing readability across devices.
- Updated imagery to include high-quality photos of products and sourcing locations.
Brand Cohesion:
- Developed a style guide to ensure consistency in branding elements such as logos, colors, fonts, and imagery.
- Applied the style guide across all pages to maintain a unified look and feel.
Navigation Simplification:
- Restructured the main navigation menu to be more intuitive.
- Grouped related products and information logically, reducing the number of clicks needed to access key pages.

Shop Page Enhancement

Recognizing the importance of the Shop page in driving conversions, we focused significant effort on its redesign.

User-Friendly Layout:
- Implemented a clean and organized layout, allowing users to browse products effortlessly.
- Included filters and sorting options to help users find products based on species, cuts, and other preferences.
Enhanced Product Pages:
- Provided detailed product information, including sourcing details, nutritional information, and cooking tips.
- Added high-resolution images and, where possible, videos to showcase products.

Site-wide Refresh

Beyond the Shop page, we refreshed other key areas of the website.

Homepage Revamp:
- Designed an engaging hero section with compelling imagery and a clear value proposition.
- Included featured products, special offers, and testimonials to capture visitor interest.
Content Updates:
- Revised website copy to be more engaging and informative, highlighting Deerbox's commitment to sustainability and quality.
- Ensured content is SEO-optimized to improve search engine rankings.
Mobile Responsiveness:
- Optimized the site for mobile devices, ensuring a seamless experience across all screen sizes.
- Tested functionality and design on various devices and browsers.

Trade Page Creation

To cater to restaurant clients and other trade customers, we developed a dedicated Trade page.

Information Presentation:
- Provided detailed information on trade offerings, including bulk pricing, delivery options, and customization.
- Included an easy-to-use contact form for inquiries.
Case Studies:
- Included case studies highlighting successful partnerships.

User Journey Optimization

Throughout the redesign process, we focused on optimizing the user journey.

Clear CTAs:
- Placed prominent and compelling CTAs on key pages to guide users toward desired actions, such as 'Shop Now,' 'Learn More,' and 'Contact Us.'
Information Architecture:
- Organized content logically to make it easy for users to find what they're looking for.
Feedback Mechanisms:
- Included options for users to provide feedback or reviews, enhancing user engagement and trust.

Technical Development

Working on a Duplicate Site:
- Developed all changes on a duplicated version of the site to prevent disruptions to the live site.
- Conducted thorough testing before deploying updates.
Squarespace Compatibility:
- Ensured all design and functionality enhancements were compatible with Squarespace's platform.

Key Features and Highlights

Enhanced Visual Design:
- Modern and clean design that reflects Deerbox's brand values.
- High-quality imagery showcasing products and sourcing locations.
Improved User Interface:
- Intuitive navigation with simplified menus.
- Clear presentation of product options and variants.
Optimized Shop / Recipes Page:
- User-friendly layout with advanced filtering and sorting options.
- Detailed product pages with comprehensive information.
Dedicated Trade Page:
- Tailored content for restaurant clients.
- Easy contact options for trade inquiries.
Expanded Product Showcasing:
- Prominent display of beef and pork products.
- Updated product categories and promotional banners.
Mobile Responsiveness:
- Optimized design and functionality for mobile users.
- Consistent experience across all devices.