Organic Angels is a leading destination for fresh organic fruits and vegetables online, as well as other organic food products. Providing customers with the option to create custom fruit and vegetable boxes, Organic Angels is dedicated to simplifying the process of shopping for fresh foods and creating meaningful change in people’s lives.
Company needed a high-end web presence, online shop, customisable veggie boxes, recurring subscription capabilities and discounts on larger orders. Company also wanted to increase the market share by implementing the Local SEO and social marketing strategies to increase its customer base and brand awareness.
6 Months + Ongoing Campaign
Fruits and Vegetables Supply
Families, People over 25+
5+
$95K+
B2C
Digital Strategy, eCommerce Website, Integration, Digital Marketing
Increase Organic Traffic and Sales
Melbourne, Victoria
Create an eCommerce website to provide users with a solution to their needs for locally farmed organic food. Organic Angles offers unique products and services, and the branding and website had to reflect this, too. The main focus was the eCommerce store, which would act as a central sales platform and allow customers to buy fresh produce and sign up to a weekly or fortnightly subscription model.
Through research, we understood that roughly two-third of all food produced for human consumption is grown with full use of harmful chemical and pesticides. As a team, we have agreed to focus on consumer behaviour to switch to the use of organic food and the retail space within the food industry.
In order to drive the growth in the organic food chain, we need to produce the company manifesto on why people should switch to the organic food and how the company makes it affordable without an increased price tag.
23 Digital partnered with Organic Angels to enhance its Magento platform and refine its subscription workflows—ensuring a smooth customer journey from selection to doorstep delivery.
Based on the problem statement of focusing on “Switch to Organic Food”, the team decided to identify existing key players in the market for a competitive analysis. Six different competitors were analysed and a detailed findings were established to identify the gap and develop a clear winning strategy.
We initially started off with a target audience of 25~50-year-olds, middle-class, urban dwellers. In order to validate the hypotheses during our competitor analysis we conducted 6 user interviews and organised an affinity map.
We determined the design stages before going ahead with our project. The below-mentioned design stages helped us to make our project user-centric along with accomplishing business needs. We thrive to get the solution that will satisfy both Users and Business needs.
Using qualitative data gained from user interviews, we adjusted our initial hypothesis and created a persona. User Journey was based on the scenario where our Persona, “Jenny”, would go through the ordering process for a vegetable box. Her goals and expectations are that:
While focusing the design on the ordering process, it was critical to build an overall information hierarchy to take a holistic approach and consider the different hypotheses that were validated during the user interview phase. Key areas and ancillary areas were identified:
It was very important that we developed wireframes and mid-fidelity prototype and develop a user testing plan with existing users and prospective new users to understand the feedback on buying cycle.
Usability testing was extremely helpful in understanding everything from the end user’s perspective. It helped validate a lot of our assumptions, as well as identify few pain points that were solved in further design iterations.
Using Magento, we added subscription management functionality to the site. In our design and development approach, we particularly focused on the following features:
The enhanced Magento platform and subscription model delivered strong, measurable outcomes:
Organic Angels now operates with a refined subscription engine and a customer experience that matches its brand values—convenience, trust, and freshness. The platform continues to scale alongside growing demand for sustainable, organic living.
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Organic Traffic Surge
Increase in New Users
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