🎑 🚑 🤺 Usability reanimation of an online store of farm products during a pandemic 🖕🏽 👨🏻‍🚀 ⛩️

Once upon a time there was an online store of farm products and everything they had exactly. But suddenly a pandemic struck, and everything changed - sales flew into space.

The founders are a wonderful married couple who did not share the current market situation with the ever-deteriorating quality of products from ordinary chain stores, so they set out to create a service where it would be possible to order truly natural products directly from farmers and small farms from all over Russia and neighboring countries.

They managed to find niche farmers with first-class products, create and develop a vibrant community on social networks, but the site did not work. At different periods of time, it was haphazardly dealt with by different contractors, which led to a lot of artifacts and introduced certain barriers to interaction. Nevertheless, sales were going on and the unit economy was reduced.

This project is one of those where most developers and, especially designers, at the first glance, will write out a diagnosis of "death of a patient" and will insist solely on creating a new online store from scratch. You can understand them, but we are talking about business, not taste, right?

By providing excellent service, the business formed a solid core of loyal customers who put up with all the inconvenience knowing they would end up with first-class farm produce.

But with the onset of the pandemic, the volume of traffic increased sharply, and with it, so did customer dissatisfaction. Therefore, the strategy to tighten up the metrics of the existing solution, which we agreed upon shortly before, turned out to be just the way.

Since the main traffic came precisely to the mobile version of the site, we focused our main attention on it.