This project presented a front-end UX challenge. We needed to create a single source for two different order types, pickup and delivery, which had previously been managed on two separate domains.

Through careful UX considerations and intelligent design we were able to make the order type selection clear throughout the product selection and order process. In the end it appears to have worked as we were able to more than double the 2020 combined eCommerce conversion rate for their previous two websites in the period since the consolidated website was launched.

We decided to build a color system to clearly identify the two ordering options - pickup and delivery. Teal would represent items available for pickup at the farm and orange for delivery products. The correlation between color and service was established early in the site experience and consistently reiterated throughout the purchase path to strengthen the user's understanding and awareness.


The main driving forces behind these changes were the homepage, the product cards and user interface (UI), and the checkout experience.

We used the header space to sell Foxhollow Farm as the parent brand and immediately after informed the user of the brand's service offerings. The relationship is established early - Foxhollow Farm is the parent brand, and their offerings and services are expressions of said brand.

Instead of two different sites with two different aesthetics, the product pages use the same page template. Thus, the two offerings don't feel like different experiences - It's all Foxhollow Farm, but the color system establishes the separation between services.

Touch-Points Along the Purchase Path/Checkout

Overall, we were able to combine two separate e-commerce platforms into one branded shopping experience. Design/UX helped delineate between the two service options, while content strategy and adjustments to user flows helped the overall site experience feel cohesive and natural.

First off, managing one website has been a lot easier than managing two, both for us as webmasters and for Foxhollow Farm’s team as end-users of the new system. Sometimes two heads ARE NOT better than one.

As for the user experience and ultimately sales? Well, it looks like we hit our mark! Since the launch of the new website experience and combined eCommerce platforms, the eCommerce conversion rate for the new website more than doubled (+164%) the combined eCommerce conversion rate for the two separate websites in 2020!

However, it appears as though we did not just solve our management issues associated with multiple web properties but created a better user experience for Foxhollow Farm’s customers. Ultimately, they are the real winners!

Interested in the nuts & bolts of this project? Check out our Dev Journal article about the website

User Experience

UX / UI

Ecommerce

Web Design

Frontend Development

Websites

Foxhollow Farm 

With a new strategic plan, record-setting Broadway smashes on the way and the region’s most anticipated new venue set to open, they wanted to show Kentucky that they were bigger than their iconic building on Main Street in Downtown Louisville. But their website and brand couldn’t support where they were going.

First, Kentucky Center partnered with VIA Studio to 

 and rename themselves to Kentucky Performing Arts. And then we started on the project at hand: designing and developing a website that not only tells their growing story, but provides a best-in-class ticketing experience for all users.

Visit The Site

Aside from setting a visual identity for KPA, 

 has very discrete needs: functionally serving their audiences. This required a design system that serves the brand and works for everyone.

In creating a design system, and to provide venue-specific visual cues, the UI reflected the venue color system if the user is interacting with something venue specific, the UI would follow that look and feel. Cohesive, yet able to stand alone.

Kentucky Performing Arts is constantly in motion - adding new shows and programs - and they needed a content design system that allowed them to easily add new content while maintaining the mobile-first attitude that their audience demands.

To achieve this, we designed a material-design-inspired UI system of cards and containers that provided the building blocks for any content and structure KPA would need now and into the future.

 is to sell tickets to performances. Ticket purchasing on its face is a relatively straightforward challenge - however, there have been recent and dramatic shifts in consumer expectations and behavior. Most notably the expectation to be able to “Select Your Own Seat” (SYOS) and the rapidly increasing percentage of consumers who use a mobile device to complete their purchase.

Working in deep partnership with KPA’s ticketing team, we analyzed the competitive market and best-in-class ticketing experiences to design and develop a ticket selection system that met KPA’s status as a top-tier arts organization.

Ensuring a quick, responsive user experience is a critical component to accessibility and good design. To achieve this, we needed a technology stack that was going to be developer-friendly while letting us build an application that was highly responsive to user interactions. After careful consideration, we landed on ReactJS to build out the ticketing applications.

The Ticketing App + ReactJS

Choosing the right tools

"[VIA Studio] had a number of outstanding professionals that really cared about our organization, their work, and what this could mean for the future of our community."

Kentucky Performing Arts

Marketing Campaigns

Social Media & Audience Development

Opal Nugget Ice Machine

Our highly-experienced development team handles all software development, from websites to apps to systems integrations, using the right platform and language that meets the challenge.

Development

Development: Case Studies

01

Foxhollow Farm

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Opal Nugget Ice Machine

Development: Blog Posts

Foxhollow Farm

Kentucky Performing Arts