green meadows beef:

case study: new website build project management

 background:        

after a decade without updates to its platform or content, Green Meadows Beef’s e-commerce website was ready for a transformation. the outdated design and lack of integration with modern marketing tools were becoming barriers to their growth.

this project was implemented successfully with contributions from myself and external agencies. as the project + ecommerce manager, I played a crucial role in the re-launch of this website - migrating from kentico to a fully custom shopify website. now, with seamless marketing tool integration, Green Meadows Beef can connect with customers and grow their reach like never before.

imagery + graphics courtesy of done by nine, matt queree and emma boyd.

an enhanced user experience

it was a no-brainer that a change of platform was required for this project. shopify ticked a lot of the boxes of what the client was after, but with very specific features required for this e-commerce store, a fully custom-build website was required.

i worked alongside a team of developers, by providing a comprehensive brief which detailed the non-negotiable features, wishlists, reference sites, moodboards and overall goals for the website migration.

enhancing the UX was a key priority, mapping out user journeys, introducing advanced filters, device optimisation, and integration of marketing tools and third-party apps, such as instant chat, product reviews, click-and-collect, stockist locator, marketing automation and more.

built for mobile

with over half of the visitors being from mobile devices, it was crucial that the site was built with mobile front of mind.

the key differences here were changes to page design, spacing and navigation. we also wanted to ensure that there was a quick checkout process - simplifying the purchase journey to only a few simple steps once logged in. quick add-to-carts, easy re-orders, and simple box customisations.

hero features to the site include:

  • build—a-box

  • bulk buy options with optimal customisation options from selecting cuts to packaging

  • swap functionalities

  • delivery date selector tool

  • advanced filter systems for collections as well as recipes and articles

a creative refresh

an updated creative content strategy was required to make this site look as good as it was functional. not only were new product photography shots required, but also new lifestyle images and a full refresh for copywriting.

i worked closely with external photographers, stylists, and external agencies to bring our vision and story to life.

key creative points to address were to modernise the imagery and to have a stronger lifestyle angle (include people in their imagery!). the brand is all about sharing moments around the dinner table - but this story was not captured in any historical imagery, so this was a priority.

all parties were extremely happy with the deliverables and the refreshed imagery and copy are now a better reflection of the brand position.

the old website

  • Homepage

  • Homepage Marketing

  • Build-a-box

  • Collections

  • Blog

  • About