Scratch & Peck Feeds

eCommerce Website

Scratch & Peck Feeds helps customers navigate the surprisingly complex world of chicken and livestock nutrition. They initially wanted us to create a “feed wizard” that would’ve fallen outside of scope. Instead, we delivered an ecommerce experience that educates users as they shop, building confidence, supporting subscriptions, and increasing order value.

My Role: Senior UI/UX Designer

Overview

The Opportunity

Scratch & Peck Feeds wanted to extend their reputation for education and customer support into their ecommerce experience, becoming a trusted destination for both learning and purchasing premium feed.

Customers ranged from first-time backyard chicken owners to experienced homesteaders, all balancing personal values (organic, sustainable, purpose-driven) with cost.

The Goals

Increase ecommerce revenue by 20% in the first year
Build trust and loyalty through education
Help customers confidently find the right product and commit to subscriptions

The Solution

We designed an ecommerce experience that uses product discovery as a teaching tool.

A robust filtering system educates users while narrowing options
Structured product pages surface information on a need-to-know basis
Visual systems (colorways and icons) reinforce product recognition and suitability
Curated recommendations and bundles support confident purchasing and upsell

The Outcome

In the year since launching, the website saw significant growth in sales, selling larger orders with a more diverse array of products. Customers also reported a greater appreciation for product suggestions, leading to higher engagement and conversion rates.

+36%

Total Sales

+24%

Average Order Value

+32%

Variations sold

The Process

Let’s get into it.

The Process

Research & Discovery

Research & Audience

Scratch & Peck Feeds serves a wide spectrum of experience levels, from new chicken owners seeking reassurance to seasoned farmers prioritizing speed and subscriptions. The challenge was designing a single experience that could educate without slowing down confident buyers.

The Process

Ideation & Prototyping

Journey Mapping

Journey mapping revealed a consistent pattern across user types: customers needed reassurance that they were choosing the right feed before committing to purchase. Education wasn’t a separate step, it needed to be embedded directly into the shopping flow. This insight shaped a strategy focused on:

Building confidence before conversion
Justifying premium pricing through transparency and certifications
Supporting repeat purchases through subscriptions and bundles

Information Architecture & Product Discovery

With over 40 products, product discovery was a primary friction point. We introduced progressive disclosure throughout the shopping experience, providing just enough information at each step to guide decisions without overwhelming users.

Filters double as educational tools, helping customers understand feed types, growth stages, and livestock compatibility without leaving the shopping flow. Tooltips offer just-in-time clarification for newer shoppers, such as species-specific age ranges within starter, grower, and layer feeds, without slowing down experienced buyers.

Product Pages & Visual Systems

Product pages were intentionally structured to serve multiple experience levels. Key details are surfaced immediately for confident shoppers, while deeper educational content is available for those who need reassurance.

We echoed the colorway system established by the packaging and introduced an icon set to quickly signal livestock suitability and product attributes, reinforcing clarity and consistency across the site.

Integrated Learning & Shopping

To support Scratch & Peck’s goal of being a leader in livestock education, we connected the Learn section directly to product pages. Customers who arrived via educational content, like articles on feeding techniques or seasonal nutrition, could seamlessly transition from research to purchase, seeing the specific products that solved the challenges they were reading about.

The Results

How it all came together.

Post-Launch

User Feedback & Analytics

Customers have expressed an appreciation for the abundance of resources on the website, including a robust learning library and supplementary product suggestions.

Cross promoting products has built future purchase awareness, boosted sales of seasonal products as well as products suitable for later stages in life.

After a full year with their new website, Scratch & Peck Feeds saw a 36% increase in sales. With a 32% increase in product variations, customers were finding a more diverse array of products that suited their needs, including product bundles. Overall, the average order through the site increased by 24% in value.