Farmview Market
I creative directed, led user research, and designed the user experience for the complete redesign of the Farmview Market website. Grounded in deep audience insights, the new site was crafted to better reflect the brand’s mission—celebrating locally sourced food, artisan goods, and community connection. The redesigned experience streamlined the customer journey across discovery, online shopping, and in-person engagement, resulting in a more cohesive and intuitive digital presence aligned with the values of the Farmview brand.
Company
Farmview Market
Industry
Ecommerce
Role
User Experience
Creative Direction
OverView
Farmview Market in Madison, GA, combines a charming grocery, café, butcher shop, open-air Saturday farmers market, wellness products, artisan crafts, and event space. By engaging with both local shoppers and destination visitors, the redesigned site aimed to: • Amplify seasonal offerings, like Georgia‑grown produce, café menus, and the butcher club • Highlight community events such as Supper Clubs, festivals, and classes  • Reflect the brand’s core values of locality, sustainability, and connection to food origins 
The Challenge
Before redesign, the site content was dispersed and often overlooked key offerings: • Navigation was unclear, making it difficult to find café hours, subscription services (e.g. Butcher Club), or event bookings  • Brand storytelling—like the historic barns and commitment to local agriculture—was buried deep in blog posts  • E‑commerce was available, but lacked prominence and intuitive discovery of products sourced from Georgia artisans
The Solution
I led user research—surveys, heatmaps, interviews—to understand visitor motivations and pain points. Based on findings, we implemented: • Clear navigation taxonomy: Home, Shop (Grocery, Butcher, Wellness, Home, Gifts), Visit (Café, Farmers Market, Events), and Memberships. • Homepage redesign with rotating hero banners showcasing seasonal produce, café offerings, butcher club, and upcoming events (e.g., Supper Club). • Feature storytelling: A prominent “Our Story” section telling the founding of Farmview—starting from a garden, restored barns, and community commitment. • Enhanced e-commerce UX: Better product discovery via curated collections (“Georgia Made,” “Pantry Staples”), and featured artisan suppliers like Roots & Leaves. • Event and visit section: Clean schedule display (e.g., open‑air market Saturdays), clear booking call‑to‑action for café visit, catering, and event hosting. • Mobile-first layout: Ensured seamless shopping and scheduling on mobile and desktop.
The Result
The redesign created a cohesive, mission-aligned experience that: • Increased homepage event awareness and click-through rates to café, market times, and event bookings. • Boosted e‑commerce engagement, with higher product add‑to‑cart rates in curated collections. • Reinforced Farmview’s identity as a community nexus by surfacing local-sourced storytelling and restored heritage elements. • Simplified the path to visit—directions, hours, and booking are now centralized, reducing friction. Overall, the new website better supports Farmview’s goal of fostering local food connection, education, and commerce—helping both local patrons and destination visitors engage more meaningfully with the brand.
