Have you ever tried to order meat from an online butcher before? Did you ever think it was even possible? Working with the team at Twine and Clever had to answer these questions that customers were asking. Our goal was to get the word out, find a way to efficiently organize such a large operation and create a system of local farms to partner with to make the business run with great integrity.
The challenge for Twine & Cleaver is to create a system that works seamlessly in order to cut out (no pun intended) any excess time and energy to keep costs close enough to your local butcher to compete. The other major challenge is to have a way to trust the type of cut you were receiving when choosing it online instead of at your local butcher.
We needed to create a website that gave amazing images that were easily updated with the system they had in house at the farm to accurately showcase what the customer was receiving in real time. We need to clearly label how the process worked from start to finish to help those that typically received their cuts of meat at a butcher shop locally transition to an online ordering system. The last part was to bring the life of the farm transparently through an online experience. The customer base needs to know that the meat is authentically being purchased directly from the local farmer and not a hidden corporate agenda.
Median household income is $60,000.
Median age is a population of 43 years old.
70% of food delivery services have pre-cooked food.
All other cuts of fresh meat that are shipped need large orders to afford the shipping. None allow the consumer to order as little as one steak at a time.
53% of consumers do not understand how the ordering process works and leaves the site within 30 seconds.
Majority of local competitors do not have an app for their ordering system which is a frequent request by their consumers when using the site.
80% of competitors communicate through their social media which is how they retain their loyal following.
No competitors have a local farm source for their cuts of meat which has lead to some overwhelming contention from the consumers & where we believe we can have an advantage.
Account Manager
To know they are purchasing from local farmers that are producing small quantities.
To have an easy walk-through process from start to check-out.
Needs to know they are supporting small business and not some large corporation they believe is behind the operation.
They need something to talk about to their friends and family to show their importance.
We need to showcase videos weekly of life on the farm and the steps it takes to get the cuts of meat to the customer locally.
Take time to research the UX/UI development of the website and eventually the app before launch.
Social media needs to be continually talking about the small business and how they are successful because of loyal customers.
38 years old
$83,000/year
Denver, Colorado
Account Manager
Father of 2
Loves a collared shirt, slacks and a comfortable pair of shoes. Clean cut and moderately fit in shape.
Our customers love the idea of being in position to support local business and will go out of their way to buy from them if they are moved by the company. They do their research and understand who is fake and who is real which is a major selling factor to them. They are not outdoors people in actuality, but instead live vicariously through the items and businesses they purchase from.
Now that we understand the user in more depth we can start thinking about the problems they might be trying to solve. Taking the insights and needs from the empathy map, we can start digging deeper to better understand. We create point of view statements & how might we questions that will help drive the brainstorming process.
Our customers want recommendations to new local food places.
People love to be influenced by the celebrities that they admire and follow on social media.
To be able to find accurate recommendations for their next business to follow.
They need to be part of something bigger than themselves and will be loyal as long as it is still in the know.
Derrick needs to be able to find accurate recommendations because he wants to be a part of something.
Derrick needs to be seen as a influencer in his circle of friends.
How might we create more recommendations to encourage Derrick to become a loyal fan?
How might we gain influence in order to make Derrick a loyal base customer for years to come?
Now we create the best experience and work with the best ideas and opinions. In this stage we role through every possible idea with no interruptions in order to give the room a sense of inspiration and excitement.
Focusing on the prioritized solutions, I created a site map to help define the overall structure of the content on Twine & Clevers’ website in a way that would be logically and easily accessible to its users. We need to focus on how we can make the checkout process smooth and efficient with several ways to gain additonal purchases in the end of their checkout experience.
After understanding the problem, creating the user we can now begin to design the brand how that user will perceive it.
One of the most important things to consider about branding is that it’s usually the first thing people see when they come across your business. Very much like when you first meet a person. The first impression is what often shapes their identity. Even subtle details on a subconscious level can make the difference in whether you feel a connection to that brand or person, or not.
Hence, every touchpoint that connects you with potential clients should voice your brand. The more they know and experience about who you are, the more trust and connection they’ll feel for what you offer. No matter if you offer a product or a service.
As the branding process is taking place we start to develop out the bare bones of the website with simple frameworks to understand the user flow of the product. Creating prototypes gives the client a true understanding of the product.
Once the prototype and branding has been completed it is time to let the product out into the environment. This is where we launch the brand for everyone to view and use. We always stay with our clients after this stage because branding is about always improving throughout the life of your company.
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