Community Farmers Market

Project Overview

Community Farmers Markets wanted to create a more engaging and accessible digital experience that would encourage visitors to explore local food initiatives, discover educational resources, and learn practical ways to reduce food waste. Through a concept redesign, we reimagined the website experience with a focus on usability, accessibility, and user engagement. By simplifying navigation, enhancing interactivity, and creating a stronger visual identity, the redesign aimed to reduce bounce rates while helping users quickly find the information and resources most relevant to them.

Role

FWD led UX Research, Information Architecture, UX/UI Design, and Prototyping. We conducted heuristic evaluations, user and market research, competitor analysis, user persona development, and journey mapping to uncover opportunities for improvement. These insights informed a complete navigation overhaul and the design of five interactive interfaces that streamlined access to educational resources. We also established a refreshed visual identity through color, typography, and branding guidelines, and facilitated eight usability testing sessions that informed the final 16-screen high-fidelity responsive prototype.

Outcome

The redesign delivered a more intuitive and engaging user experience that significantly improved how visitors accessed information and resources. The new navigation structure reduced the time required to reach key educational content by approximately 30 seconds, while enhanced interactivity and accessibility helped create a smoother user journey designed to reduce bounce rates. Usability testing showed increased user confidence, improved task completion, and positive feedback on the site's clarity and ease of use, resulting in a modern, community-focused experience that better supported the organization's mission.