Allen Brothers
Industry : Food & Beverages
Role : UX Designer
Design Tool: Adobe XD
Duration: 6 Months
Project :
Redesign of Allen Brothers' website, a food and beverages company.
Goal:
Elevate customer engagement by improving usability, addressing design pain points, and integrating modern UX principles.
Key Outcomes:
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Enhanced product selection with better UX for decisions.
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Added features like multi-address shipping and delivery day selection.
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Simplified layouts with improved hierarchy and mobile accessibility.
Role:
UX Designer, focused on research-driven insights and iterative improvements.
Result:
A user-friendly interface bridging Allen Brothers’ legacy with technology.
Who Are We Designing For ?
1
About Allen Brothers
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Established in 1893: Over 130 years of expertise in the meat industry.
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Premium Supplier: Specializes in USDA Prime beef and luxury meats.
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Trusted by Professionals: Trusted by renowned chefs and premier steakhouses
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Sustainable Practices: Renowned for exceptional quality and sustainability.
2
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Target Users: Professional chefs, upscale restaurants, and luxury home cooks.
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Service Focus: Offers exceptional and personalized customer service
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User Needs: Tailored shopping experience designed to meet individual preferences.
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Key Features: Intelligent search capabilities and exclusive promotions to enhance convenience and value.
3
Redesign Necessity
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Platform Upgrade: Migrated from Commerce Cloud to RETISIO Commerce.
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Brand Alignment: Reinforced the luxury brand image.
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Improved Performance: Enhanced site speed and reliability.
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Customer Focus: Delivered a premium experience to boost engagement and sales.
Old vs New : A Visual Comparison
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Transformation needs evidence; just claiming it isn’t enough.
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Prioritized a side-by-side comparison of old and new designs for Allen Brothers.
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Visual demonstration shows why change was needed instead of just stating it.
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The comparison answers:
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What wasn’t working?
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What’s better now?
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Highlights my problem-solving approach and builds anticipation for deeper insights.
Understanding & Identifying Pain Points
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User Expectations: Users expect a seamless, organized, and easy-to-navigate experience, similar to shopping in a high-end store
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Pre-Redesign Challenges: The platform suffered from hidden search functions, confusing navigation, and unclear content hierarchies, leading to frustration.
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Insights Through Evaluation: Heuristic evaluation and UX principles revealed critical usability issues beyond just visual design.
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Purpose-Driven Redesign: Addressed functional barriers to create a streamlined, user-friendly experience for a smoother journey.
Clarity Starts With Research
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Key Pain Points Identified
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Rigid, unresponsive banners impacting user engagement.
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Cluttered screens leading to confusion and difficulty in navigation.
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Poor navigation flow hindering user experience and task completion.
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Approach: Focused on understanding the root causes, not just addressing the symptoms.
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Research-Driven Strategy:
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Heuristic Evaluation: Identified usability flaws affecting user flow.
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Secondary Research: Ensured design choices were aligned with industry standards.
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Stakeholder Conversations: Clarified business priorities and objectives.
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Competitor Analysis: Highlighted opportunities for improvement and differentiation.
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Outcome:
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Shifted from merely fixing issues to understanding underlying causes.
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Developed strategic solutions that aligned user expectations with business goals.
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Design Backed by Research
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Cluttered Icons & Mobile Struggles: Navigating the old site felt like a chore, with confusing icons and a restrictive mobile layout.
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Lost Trust & Sales: Each moment of frustration cost Allen Brothers not just user satisfaction, but trust and sales.
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Data-Driven Insights: Research revealed users were struggling, directly impacting the business.
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Redesign Vision: Our strategy focused on a user-friendly interface that simplified interactions and built loyalty.
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Transforming Pain into Delight: The redesign isn’t just cosmetic—it's a transformation that turns pain points into engagement-driving touchpoints.
New Features: Easier Shipping, Smarter Options
Imagine this: a customer at Allen Brothers, eager to indulge in premium gourmet meats. They need to ship orders to multiple locations—home, office, or even as a gift. The old checkout process? Clunky and error-prone, with no easy way to manage multiple addresses or select delivery dates. Why? A lack of streamlined options made the process confusing and time-consuming. The result? Frustration, abandoned carts, and missed opportunities to delight customers
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Effortless Address Management: Customers can now add and manage multiple shipping addresses with ease, saving time and avoiding errors.
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Simplified Shipping: A streamlined method selection eliminates endless calendar scrolling, with pre-selected delivery dates for faster decisions.
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Seamless Experience: A frictionless process boosts customer satisfaction, making purchases smoother and more enjoyable.
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Business Impact: Higher conversion rates, increased order values, and a loyal customer base drive success for Allen Brothers.
New Features
Optimized for Mobile Users
Revenue
$2.2M
Sessions
180.1K
Conversion Rate
4.0-4.5%
AOV
$275-300
Transaction
7,846
Impact : Essential Impact Indicators
Business Impact
Revenue Growth:
Increased 52% over the last quarter, suggesting effective marketing or seasonal demand.
UX Impact
Conversion Optimization
A strong conversion rate indicates a seamless and optimized purchasing process that meets user needs.
Business Impact
AOV and Conversion Rate
Higher AOV than many competitors, indicating effective targeting of high-value customers
UX Impact
High AOV
Indicates user satisfaction with premium product offerings and ease of finding desirable items.
What This Project Taught Me
01.
Learning from Allen Brothers
Can Luxury and Modern Tech Coexist? Here’s How I Made It Happen.
I retained Allen Brothers' premium look while seamlessly integrating advanced e-commerce features.
Simplifying Choices: How Visual Tiles Made Decision-Making Effortless.
Reducing cognitive load helped users choose products faster and with confidence.
What Happens When You Let Research Drive Design?
User insights became the key to maintaining brand consistency and preserving its premium appeal.
03.
Learning from UX Process
How Research Became My Design
Foundation
Heuristic evaluations and competitor studies uncovered user pain points, shaping personas and benchmarks
Turning UX Laws into Real
Results
Jakob’s Law, Hick’s Law, and Fitts’s Law helped me simplify decisions, reduce cognitive load, and enhance navigation.
Why Testing Isn’t Just a Step—It’s the Key to Better Design
Iterative testing validated my choices, ensuring solutions truly met user needs.
02.
Learning from Business Metrics
Can Banners Do More Than Just Look Good? Absolutely!
Seasonal and product-specific banners grabbed attention and drove user engagement.
How Highlighting Discounts Turned Browsers into Buyers.
Prominent deals and persuasive prompts helped users make quicker purchase decisions.
Building Trust with Premium Shoppers: Why Reviews Matter.
Accessible, easy-to-read reviews gave users the confidence to invest in high-value products.
04.
Learning from UX
How Clear Visual Hierarchy Transforms Navigation.
By organizing layouts and using intuitive icons, I minimized friction, helping users make faster decisions with fewer errors.
Why Meeting User Expectations is Non-Negotiable.
Applying Jakob’s Law, I made search functions highly visible, optimizing user flow and streamlining the e-commerce experience.
How Simplified Navigation Sparks More Exploration
Sales and 'Best Sellers' categories drove more browsing and higher engagement.
Looking for a UX Designer?
JP Nagar , Bangalore
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