OUR WORK GENUS ABS PLC
Genus is a world-leading animal genetics company, who partner with farmers to nourish the world more efficiently and sustainably.
Web Farm Media helped Genus deliver the e-commerce user experience for global bovine genetics business ABS, selling Beef and Dairy semen.
ABOUT PROJECT
Web Farm Media helped Genus deliver the e-commerce user experience for global bovine genetics business ABS, selling Beef and Dairy semen.
PROJECT INTRODUCTION
ABS, Genus' global bovine genetics business, sells dairy and beef bull semen and embryos from their superior cattle, which are sold to farmers to breed their cows through artificial insemination.
ABS wanted to increase their sales of online products, so Web Farm were chosen to redesign the user interface and enhance the User Experience of the new e-commerce platform.
THE PROBLEM
The old ABS e-commerce website was dated and the platform was coming to its end of life, so this was the perfect time to do a full re-design and revamp of their UX.
This project was more than a makeover for ABS. It was about making ABS a leader in selling beef and daiy semen online and making their website a destination. The ever increasing pace of change required ABS to evolve their online offerings.
THE OUTCOME
The new ABS e-commerce website was launched in February 2022 and within the first 2 months sales had increased by about 250% on Beef and Dairy Bull semen.
OTHER RESULTS
- More organic traffic
- Page bounce rate decreased
- Less abandoned shopping baskets
- Page load time reductions
PROJECT APPROACH
We worked with ABS product owners and internal experts to gather the requirements for the new website, whilst looking at analytics and identifying any issues with the current e-commerce solution.
It was clear from analytics that most ABS users were using mobile devices so we adopted a mobile first approach to ensure the site looks great on all devices, enabling customers to shop with ABS regardless of what kind of device they are using.
Wireframes were produced to connect the site's information architecture to its visual design by showing paths between pages and allowing the product owners to see a high level layout.
We created high fidelity prototypes that depicted the final design and flow for the new e-commerce site, these were created for all device sizes so the development team knew exactly how each component should look, including sizing and positioning.
iOS and Android App
ABS wanted to offer their products for sale within their phone App, so after completing the UI and UX for the website we set to work designing the screens for the e-commerce within the ABS phone App.
WHAT WE DID
- User Experience Design
- User Interface Design
- Prototypes
- Workflows
- Testing
THE PROJECT TEAM
Web Farm Media worked alongside an ABS team consisting of:
- Product Managers
- Product Owners
- UX/UI Designer (that’s us)
- Front End Developers
- Back End Developers
- Testers
THE USERS AND AUDIENCES
- Beef Farmers
- Dairy Farmers
- Beef and Dairy Bull Breeders
MOCKUPS & WIREFRAMES
Our low and high fidelity wireframes made sure that our design decisions were communicated to the team building the end product and that target users were accounted for.
GIVING USERS WHAT THEY WANT
Analytics and user research showed that users shopped one of 3 ways.
- Find Individual Bull
- Via Bull Search Application
- Browsing Products
Taking this onboard we incorporated those into the main landing pages for each category. This helped users find what they were looking for quickly.
SIMPLIFIED CHECKOUT
Fact: If the checkout process isn’t quick enough you will see customers leave before they complete their transactions.
Taking this information we simplified the checkout process.
- Combined certain steps or screens
- Asked for the bare minimum information
- Showed taxes and shipping upfront
- Removed repetitive information
- Introduced one click buy button
ONE LOGIN
ABS customers had multiple logins for different platforms, a decision was made to simplify things, so they would be able to use one login across all ABS digital platforms.
This had great benefit to ABS as it allowed them to track customers through their digital platforms and provide an experience that was tailored to that particular customer.
iOS AND ANDRIOD APP
ABS wanted to offer their products for sale within their phone App, so after completing the UI and UX for the website we set to work designing the screens for the e-commerce within the ABS phone App.
