With a dated website that was familar with a diverse audience, our job was to transform the user experience of Wiltshire Farm Foods’ e-commerce website, including a complete digital rebrand and design system.
MMT Digital
2016-2017
To create a fully responsive website with an outstanding user experience, we undertook a series of facilitated user tests with existing customers to ensure the site was suited to the target audience.
The original site was old and outdated. The new website needed to be designed for older users and younger family members who shop on their behalf.
Key requirements included:
• accommodating high traffic and conversion rates
• easy access to various food categories
• options for quick ordering and brochure-based shopping
• prominent display of dietary and nutritional information
• localise availability based on postcodes
• consider delivery options in different areas
• support multiple payment methods
The website was designed for older users and younger family members who shop on their behalf.
The team spent several weeks conducting user research, developing personas, creating empathy maps, and designing the information architecture. This phase also included wireframing and user testing to validate concepts.
While ensuring consistency with offline materials, the redesign allowed for a slight brand refresh, enhancing visual appeal while maintaining recognition to the traditional brand.
In-depth wireframes were developed and transformed into high-fidelity designs and prototypes, which underwent further user-testing to refine usability. This meant testing variations of the navigation, content ordering and colours to see which was suited to users.
20%Increase in overall revenue
60%Increase in mobile revenue
2.5sFaster average load time