Who:
What:
Audience:
Fresh Produce Clothes
Website Design
Adult women (35+), mid-upper middle class households who have expendable income for vacations or who have a beach state of mind.
Fresh Produce Clothes is an e-commerce site that has been in business since the 1980s (at the time, brick and mortar), making apparel for women who have a beach state of mind and feel beautiful in their skin.
When I first jumped on on this project, Fresh Produce Clothes had barely started back up with new management after being hit hard in sales during COVID. They had a small team of just three, and no direction. Their website at the time was decent but did not engage the customer and did not take into consideration the user.
The CEO detailed how they have a passionate following of women but would also like to expand their audience to a younger demographic as well. I took an analysis of similar sites with the same demographics and saw that the main thing missing was a storytelling element.
Shopify was a new beast to me, but not much different from other website platforms. I was able to take the theme they were using and change various coding details to enhance user experience online for desktop, but mostly, for mobile. Younger audiences frequently shop on their phones vs older generations and making the site as mobile friendly and intuitive as possible was my goal.
Another aspect that really elevated this project was initiating phrases and reiterating their Mission, which is to make women feel beautiful in their skin. By accentuating these details, as well as highlighting their patterns, and how they are 95% made in the USA, sales were on the rise.
Design programs used: Adobe Photoshop | Illustrator
Website platform used: Shopify
