A Tailored Roadmap to Empower Actionable Customer Journey Enhancements

Cultivating A Meaningful Website

Much like nurturing planted seeds, a digital platform needs careful attention to ensure success. While the website originally fit the needs of its audience, as FFRI’s programs continued to grow over time, so has the need to reframe the digital presence. As new content is continuously added to an inflexible structure, valuable information competes for customers’ attention, leaving messages to fall through the cracks.

While the client team was aware of some pain points, they had no clear direction to begin to make improvements — where to start? What changes would have the most impact? What can they do themselves vs. what do they need help with? Farm Fresh RI needed a quick set of valuable deliverables that could provide a foundation of understanding and roadmap for improvements.

The Customer Experience Audit

Our design team is passionate about helping organizations thrive. We also understand that some organizations do not have the resources to support a full-scale website redesign. Oomph has explored ways to offer value to those in FFRI’s position — an affordable, efficient set of exercises that can create a “Guiding Star” to help clients steer internal initiatives towards iterative improvements.

We created our Customer Experience Audit to provide a streamlined yet comprehensive look at an organization’s digital presence. It combines impactful exercises that uncover user experience (UX) gaps, accessibility issues, and opportunities to improve content and navigation. The goal is to empower organizations with the knowledge and direction they need to implement changes, whether independently or with our support — changes that address their audience’s needs directly, and therefore, the organization’s impact.

Tilling the Existing Farm Fresh RI Website

We focused our audit on FFRI’s public-facing site, the primary audience’s first touch point. Our aim was to highlight any barriers preventing these consumers from efficiently accessing information or completing key tasks. Though there is a mobile App in the ecosystem, we focused on the introduction of the brand and its value, thinking that if the site]s initial impression were stronger, more customers would utilize other digital tools. 

Through the audit, we uncovered several key areas for improvement that could significantly enhance the user experience:

Accessibility Gaps  

Through an automated and manual scan, we found and organized a number of accessibility and usability issues across the site.

•   Clickable hero images that lacked clear visual cues
•   Insufficient color contrast in key areas
•   Inconsistent translation options for non-English-speaking users

Organizing Content

Large hero images push important content below the fold, making it difficult for users to access crucial information quickly. By placing content above the fold, the site can quickly show users they have landed in the right place. We suggested revising the layout to shorten the height of page hero imagery, which helps users reach key resources with minimal scrolling.

Finding the Content

The journey to find critical information, such as farmers’ market details, is complicated and fragmented across multiple pages. By consolidating this information, we recommended streamlining the user journey while also freeing up space to highlight other essential offerings.

Supporting a Better Harvest

This audit and roadmap project wasn’t just about identifying existing problems — it was about providing actionable next steps. It was not meant to lock Farm Fresh into working with us to complete those steps, either — even though we would be happy to — but rather to facilitate and supply them with the tools to push forward internally.

With our comprehensive roadmap in hand, Farm Fresh RI is already implementing our suggestions. The primary contact for the project noted that our audit validated many of their internal concerns and provided a clear path for solving issues they had struggled with for years. The deliverables included:

Our improvement roadmap equips Farm Fresh RI to serve their community more effectively and deliver on their mission. If your organization needs data and expert advice that sets a path forward to an improved customer experience, reach out and contact us. For a small investment, your organization can gain clarity and direction with actionable short- and long-term activities.