ORGANIC & CONVENTIONAL SHOPPING TO YOUR DOOR
Make a positive impact by being different
Being different is a core value of Pumpkin Squash. They believe in a greater purpose and their customers are proud to be part of this too. Their website would be a vehicle to help achieve this end.
Website design, UX/UI design
Adobe Photoshop and Adobe XD
The initial brief
Pumpkin Squash will provide locally sourced, quality vegetable and fruit boxes delivered weekly to homes across the North East. The business will place most emphasis on quality and convenience, alongside delivery of an exceptional customer experience. The website will be a lifestyle e-commerce site with regularly updated blog content, recipes, videos, photography and news items. The website would also need to be personal, lively and fun.
Typography and colour choice
We chose a slab serif font for headings which was similar to the slab serif in the logo and a sans serif for sub headings. A script font was selected for supporting messages next to some headings to give personality and a human touch. Colours were sampled from the logo with a lighter green and orange and pink for accent colours.
Visiting the homepage
The carousel is multipurpose in that it can check user submitted postal addresses and display current promotions and other sales messages. The user is encouraged to scroll down the page to read shop by category content in order to increase clickthroughs and facilitate buying decisions. Further information promotes the Pumpkin Squash brand, giving credibility and highlighting their core values.
Use people pictures to make the site feel human
I like to use people pictures because they are relatable and invoke an emotional reaction. Like this photo of the boy and the banana. It’s instantly memorable, fun and leaves a warm, happy feeling with the site user. Contact pages needn’t be boring…
The shop pages
The shop navigation needed to be simple but with filtering capabilities so users could see only those products they were interested in. This is particularly important on mobile where screen real estate is limited and the user needs to make a quick decision on what to buy.
Each product page displays beautifully photographed product images with further information on product sourcing and recipes. The aim is to gain trust with the customer and to promote customers recipes, all of which will help to grow the Pumpkin Squash community.
View and submit recipes
In order to build an active community, our client wished for customers to be able to upload their own recipes to the site to share with other customers. The best recipes would be profiled through social media.
The importance of blog content
Without blog content it can be difficult to promote your website on social media. You can therefore enrich your follower’s experience with articles and other content such as recipes to drive high quality engagement with your audience. Here is an example of the blog we designed for our client. We selected attractive icons for each section buttons and added social icons for each post so they could be shared.
An instagram page was specifically designed to further promote the website on social media.
The shopping experience
We designed a shopping cart and customer login area for new and returning customers.
Customer account section
Designed as a secure account area, customers are able to manage all aspects of their account from products on order to desired delivery dates.
Pumpkin Squash was a UI and UX design challenge because of the sheer scale of the project. Due for launch in 2019 the website will be one of a kind and will be the only vegetable and fruit home delivery company in the region that can provide both organic and conventional produce.