Moonlit Farms was founded by Pam Williams who continues to head the micro farm today. I was brought on to help manage the customer experience across digital and physical touchpoints. Being a small business, this means I wear many hats to manage the user experiences.
For the website we knew we needed it to blend e-commerce and lifestyle. To ensure this, we made sure that both the lifestyle and e-commerce sections of the website were easily found. During the selling season, the e-commerce functions were emphasized on the homepage.
During the off season, we switch the focus of the home page to encourage interaction with the lifestyle elements. Google analytics are used to inform the changes done during on and off season.
Analytics are utilized to help optimize the user experience of our client base on social media as well. The type of content we offer, when it is posted, and the ability to find ways to contact us.
As part of this optimization, I would frequently go out and gather photo content to integrate into the social media and web content for the company. This helped develop a consistent experience for the users across multiple digital platforms.
Finally, I would round out the user experience by designing the in person experience. This included the look and feel of the products and selling space. It would also include experiential elements like the inclusion of animals seen online to the in person experience.
This would flow over into what type of language was used by the sales people to describe both the product itself and the lifestyle elements they connected to. It was important that the language used in person was the same language used in digital touchpoints.