This n' That Amish Outlet

Year:

2020-2022

This n' That Amish Outlet specializes in building authentic handcrafted Amish structures, furniture, home décor, and children's outdoor play. The outlet has three locations in Leesburg, Warrenton, and Winchester, Virginia. Their website serves as a primary touch-point for customers looking to view examples of the customized crafted work they produce. The site facilitates interactions between customers and trained consultants through a complimentary project consultation so they may customize structures and furniture they are interested in to meet their needs and preferences.

Authentic Amish Craftsmanship

Project:

I was brought on as the designer and webflow developer to freshen up the website for This n’ That Amish Outlet. I was still working as a graphic designer for the Fauquier Times newspaper and this was the first client website I worked on from the discovery phase all the way to launch.

The goal was to create an image-driven site that showcased the company’s products, projects, and testimonials, in order to give customers a better idea of the quality and expertise of their services. The team wanted to move away from the dark, rustic, outdated look of their previous website and move toward a brighter, more welcoming outdoorsy look that captured their brand and the essence of Amish craftsmanship. The hope was that a modernized, inviting website would allow customers to feel more confident in requesting project consultations or in visiting one of the outlet locations.

Areas for improvement:

My objective in redesigning the website was to make sure it was on brand, easy to navigate and directed customers to what they are looking for or to a project consultant to assist them. There were two main areas preventing these goals from happening:

1. The website wasn’t effectively educating visitors on the products and processes offered by the company. For example, many customers were surprised to learn that the structures were actually built by Amish craftsmen, and many did not know that the outlet also sold furniture made by those same craftsmen.

2. The website was overwhelming to customers. It had far too many images and customization options, which made it difficult to navigate and find information efficiently. Customers were left feeling unsure by too many choices and would leave the website instead of utilizing the expertise of the company’s knowledgeable project consultants, who could have helped them through the process.

Approach:

The first step in redesigning the website was to gather insights from the primary stakeholders, through a discovery session. We used this session to develop user profiles, journeys, and stories. This provided an understanding of the target audience and their needs. We also focused on identifying and extracting the core personality of the brand so that the website would accurately reflect it.

With the discovery session and follow-up research in hand, I began to work on the website’s design. This included rough hand-drawn wireframes, stylescapes to establish aesthetics, developing the structure of the website and organizing content more intuitively through information architecture. This resulted in creating a website that matched the brand’s personality and resonated with the company’s target audience.

Impact:

Almost as soon as I launched This n’ That Amish Outlet's new website, website inquiries appeared for the first time through their new project consultation form. The numbers continued to steadily increase each month, which led to an increase in conversions as consultants were now able to speak with more customers searching for structures and furniture online.

The redesign improved website navigation and showcasing of Amish products, allowing users to easily browse, learn and get a sense of the quality craftsmanship in the structures and furniture, before reaching out to a consultant who would help them move forward in the process. Sales associates reported that customers were mentioning what they saw on the website when they called or visited a location.

There was a significant improvement in search ranking for relevant keywords after optimizing meta tags and the quality of the content, particularly in Fauquier County and Loudoun County, making it easier for customers to connect with the company.

The website works seamlessly on all devices, whether you're browsing on your desktop computer, tablet, or smartphone. By using webflow I was able to adjust the design of the website at every breakpoint.

To ensure the smooth maintenance of the website, I created custom video tutorials training company staff on how to use the website. Staff are now able to take ownership of the changes made to the website instead of having to contact a developer as they did with their previous site. This drastically improved the turnaround time for website updates.

The redesign has contributed to the company's growth, improving customer experience and trust in the company's products while boosting the company's visibility and brand image.

Social Media Management:

After launching the website, I continued to work for This n’ That Amish Outlet as a freelance designer. I made sure the website was running smoothly and provided designs for various ad campaigns and other marketing materials. The real fun began when I joined the marking team in the Fall of 2021 where I used my creativity to make content for the newsletter I helped launch and to reinvigorate their social media accounts on Facebook, Instagram, Pinterest, Youtube, Twitter, and TikTok.  Through monthly reports, I was able to track how these efforts on social media drove traffic to the website resulting in more inquiries. I’m really proud to have brought the Youtube channel back to life bringing it from an audience of zero to over 328 subscribers and raking in over 65,000 views across all their videos by June 2022.

Here are some of my favorite examples of the photography, designs, photobashes and video work I created:

Art Work
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Hello!
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Hola!
Bonjour!

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