Scratch & Peck Feeds

eCommerce Website

Chickens are finicky eaters, with feed needs that shift based on the season, coop diversity, and even their selective taste buds. Scratch & Peck Feeds, a premium livestock feed company, aimed to simplify this complexity. While a “feed wizard” would be ideal but costly, we knew we could deliver an even better ecommerce solution, staying within scope and boosting customer confidence to invest in quality feed.

Focus:

User Research

Information Architecture

My Role

As the Senior UX Designer, I collaborated with our brand strategy team to translate findings from user journey mapping, competitor audits, and brand strategy workshops into a comprehensive sitemap and detailed wireframes. I seamlessly infused educational touchpoints throughout the path to purchase while introducing upsell and bundling opportunities. I assisted our Senior Web Designer in bringing their brand to life, helping to build out a comprehensive design system.

Overview

The Opportunity

Scratch & Peck Feeds aimed to be a leader in chicken and livestock education, instilling consumer confidence in their brand. They wanted to transfer their exceptional knowledge and customer support onto their ecommerce website, offering a trusted one-stop shop for all chicken and livestock feed needs.

The Goals

Increase revenue by 20% in the first year.
Build relationships and loyalty through a robust learning section.
Create an intuitive eCommerce experience that helps users find the correct product and encourages subscriptions.

The Solution

I created a robust filtering system that served double duty as an educational tool. I expanded upon the product colorway convention developed by our brand team when creating our website design system to further relevant product recognition. I structured complex product pages to expose information on a need-to-know basis, providing quick details for experienced shoppers and greater detail for those in need of more education. I leveraged upsell opportunities with thoughtfully curated product recommendations and bundled products.

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

Competitor Analysis

A competitor audit revealed how other feed supply stores stacked up in terms of product offerings, usability, functionality, and SEO performance. We found that most competitors effectively use educational content to guide users in their purchasing decisions.

Audience Definition

Scratch & Peck Feeds caters to a broad customer base with diverse motivations, from urban backyard chicken keepers to self-sufficient homesteaders. The website needed to accommodate a wide range of experience levels, offering guidance for beginners and efficient tools for seasoned farmers alike.

Product bundles and recommendations helped first-time buyers build confidence.
Seasoned farmers valued robust filtering and subscription options for streamlined purchasing.
All personas purchase based on personal values (sustainable, organic, purpose-driven) while balancing cost.

The Process

Ideation & Prototyping

Journey Mapping

Defining our core consumers helped us to prioritize who’s buying habits to prioritize in our journey mapping workshops. We uncovered critical user journeys, including eCommerce paths and learning experiences.

One critical path focuses on building consumer confidence around what feeds they need and Scratch & Peck’s ability to provide, then provide them a clear path to make a purchase.

1/4

One critical path familiarizes consumers with Scratch & Peck’s brand by surfacing differentiators, building trust, and and offering intuitive checkout options.

2/4

One critical path addresses the perceived value in buying organic, backing up Scratch & Peck’s higher price point with certifications from trusted organizations.

3/4

One critical path boosts retention by showing the ease and value of setting up auto-ship purchases.

4/4

Wireframes & Prototypes

With over 40 products, Scratch & Peck Feeds recognized how easily customers could feel overwhelmed when searching for the right feed. We infused educational touch points throughout the product discovery path. Trickling information at a digestible pace builds confidence in newer buyers without getting in the way of seasoned consumers looking for an efficient path to purchase.

We integrated the Learn and Shop sections of the site to further support both new and existing users. This linked relevant articles to products, ensuring users who arrived via organic search could easily transition from research to purchase.

Drill down filters serve dual purpose: providing education while guiding customers to the right product for them. For the extra green shopper, tool tips provide general education on feed types and growing stages without leaving the purchase silo.

1/4

There is a lot to learn when it comes to chicken and livestock feed. Product pages with highly structured content exposes information on a need-to-know basis, providing quick details for experienced shoppers and greater detail for those in need of more education, including a convenient bundle upsell where relevant.

2/4

We expanded upon the educational structure developed from the wireframes through design, adding an icon system to quickly identify if products would be suitable for customer’s livestock.

3/4

Color coding from the packaging was further reinforced throughout the shopping experience.

4/4

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 36% 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.