UX overhaul that grew sales & reach in the US
Redesigning an Australian eco brand’s site to connect with American shoppers
Cracking the US market problem
Veggie Saver’s site was built for Australian shoppers and it showed. The value prop did not land, the site was hard to use, and the business model was not built for Direct to Consumer. The client’s brief was vague so I set out to answer three questions:
What do US shoppers expect when they land on the site?
How should Veggie Saver position itself in this market?
What unique benefits will actually make people buy?
Digging into users and competitors
I ran stakeholder interviews, a site audit, and a competitor review then spoke with nine shoppers and three DTC operators. Three big problems surfaced:
Engagement gap – US customers could not relate to the Australian style content
Broken model – DTC orders were too small to be profitable
Clunky checkout – Buying on the site was confusing and slow
Turning research into action
My strategy centered on three clear fixes:
Sharpen the message – Redesign with a value prop tailored to US shoppers
Shift the model – Reframe the site around consumers not wholesalers
Simplify buying – Replace “How it Works” with “Buy on Amazon” and streamline CTAs
Selling the bigger shift
This was not just a design job. I had to convince the client to rethink their business approach. I leaned on:
User insights to show where the model broke down
Customer journeys to highlight friction points
Future vision to show the growth upside
#1 Clarifying the message
I redesigned the website for a more precise value proposition that built trust with potential customers.
#2 Selling to consumers
#3 Making buying simple
Added clear “Buy on Amazon” CTAs and streamlined the path to purchase.
Changed the CTA from “How It Works” to “Buy on Amazon”
Added a second button further down the page
The impact on sales and traffic
49% more Amazon sales
16% more retailer inquiries
3x more organic traffic
37% higher pages per visit
Laying the groundwork for growth
Veggie Saver’s next steps include new product sizes, bundled orders to hit profitable thresholds, and direct checkout options.
Lessons in adaptability
User research did not just improve the site, it reshaped the business strategy. Flexibility and listening to real customers turned a confusing launch into a path for growth in the US.
