Reimagination

Visual & UX/UI Design
Interaction Design
Design Ops

Mock of Daily Harvest's homepage on desktop and mobile

Facing the Challenge

Daily Harvest was struggling to get the conversations they wanted. While this also involved other parts of the site, the homepage was a focus as it is a company's cover of a book in the digital landscape.
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We had to make iterations that would not require much engineering work since they were focused on a larger project.
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I worked closely digital merchandising to reimagine Daily Harvest's homepage. We wanted to push the brand forward and grow conversation, while still adhering to the brand guidelines and making the page dynamic for testing. You can view the live site here

Why?

To help increase conversions and tell more stories about Daily Harvest
The homepage accounts for 25% of all non customer traffic.
A re-imagination would unlock an opportunity to acquire more qualified customers from paid ads.
Ability to build the page for merchandising to flexibly edit and test to optimize KPIs.

Who?

Consumers who are new to Daily Harvest.
‍This meant they did not have an existing account.
‍Demographic: Age 27-44 years old, who care about eating healthy.

Daily Harvest Landing page with annotations for hand off

The before UI of How it Works section and product carousel

The after UI of How it Works section and product carousel

What happened...

Led Gen increased +2%

Conversion from main CTA had a 3x improvement

2.7% increase by making the video clickable

8% increase by making the collections clickable

Goals Based eating boxes converted 2-3x higher then the homepage average

Bounce rate reduced from 45% to 38%

A heat map of research from Daily Harvests landing page

Going Beyond

During the time of reimagining the homepage we also collective worked on building a design system and weaving this build into the system. Aligning with creative and frontend engineers on grids, buttons, typography and more.

Showcasing 3 mobile mocks with Daily Harvests homepage

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