Asheville Bee Charmer

Asheville Bee Charmer is a destination for anyone visiting Asheville, NC, and has become a staple ingredient in many kitchens. ABC started as a brick-and-mortar, offering its renowned Honey Tasting Bars, but quickly realized there was a demand to reach a wider audience. Earlier renditions of their website provided only essential information and limited product offerings. They were ready for a new website strategy that bolstered the user experience and created a more robust shopping experience while also highlighting what visitors experience when visiting the stores.

My involvement

Design & Strategy Lead

Object-Oriented User Experience

UI Design

Information Architecture

Webflow Prototyping

Content Strategy

Collaborators

Leah Quintal

Laurel Scherer

Homepage

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Approach

Using an object-oriented user experience process, improvements to the new website encourage users to explore and experience the brand while helping them find products quickly and intuitively.

Key areas:

Analytics drives the strategy behind what product categories to highlight in the top menu and the user's journey in seeking out specific products.
The categories were simplified and labeled in a way relatable to visitors entering the store, connecting with their mental models.
Users can quickly access larger groups of products for browsing or narrowing their search via subcategories or the search option.
Easy access to their best sellers appears directly in the menu to make it easy for return visitors to get in and out quickly.
As advocates in the beekeeping and local community, the Learn section provides a glimpse of who Asheville Bee Charmer is and offers an easy-to-access resource library of articles, recipes, and events.
Quick access to location information such as address and phone numbers.