About the Project
Chagrin Valley Hemp Company (CVHC) is a local processor & manufacturer, crafting the highest-quality hemp products available. CVHC holds extremely high standards for sourcing, manufacturing & product testing, yet the bare-bones product pages did not communicate this care & effort. Product pages had very little content, weak product photos & minimal use of the page-builder features, resulting in weak online sales. An in-store purchase comes with one-on-one conversations and educational materials.To improve online sales, we'd need to translate that experience into web format.
Goals:
→ Increase D2C sales, in-store & online.
→ Optimize SEO through improved site content & available channels.
Project Challenges:
→ The website is built on Square. This CMS has significant limitations on design elements, layout & features.
→ This project had very little existing assets. Product photos, informational graphics, brand icons & more would need to be created from scratch.
My Role:
I was the lead designer. I worked with the owner/CEO to create content.
Results:
→ D2C sales increased 879.6% from 2021 to 2022
→ Online sales have increased 10x
Project Results
Unlike most cannabinoid brands, CVHC proudly publishes their test results. Rather than burying PDF links in a long isolated page, and easy & obvious callout was placed on each of the brand's product pages. Direct links to lab results are both a unique brand feature and boost to user experience.
With limited web features in Square, our UX design improvements include generating detailed product images. The cannabis shopper will often choose products based on flavor & effects. Each terpene has a detailed "profile" that appears on selection.
Live Product Page Links:
