KAFFE LA FINCA FAIR PAIMENT AND SUSTAINABILITY
Kaffee La Finca is a Berlin-based specialty coffee company with Colombian roots created by Marlene and Felipe. They stand for fair payment, sustainability, and transparency.
BRIEFING
To redesign the already existing website highlighting the good relationship between the brand and the farmers. Also improving the shopping experience for the user.
CHALLENGES
Improve E-commerce experience, highlight the relationship between Brand e Farmers, and presenting the coffee types and their Fincas.
HEURISTIC EVALUATION
IMAGE 1
On the first image the Hero image had no CTA in order to invite the user to a shop experience also the header had no big meaning.
IMAGE 2
There was no clear hierarchy and the information had no structure making it hard to understand.
IMAGE 3
On the shopping section users were overwhelmed with the lack of clear information on how proceeding for purchasing the product
IMAGE 4
On the checkout page there were too many elements stacked on the same page and no usage of information hierarchy.
INFORMATION ARCHITECTURE
Simplifying the structure of the website was a priority. We used three main menu sections and clustered the subcategories after running a card sorting testing.
On the homepage that's where the user finds the core information easily and is redirected to the shop in many opportunities.
NEW WEBSITE RESULT
