DESIGN PORTFOLIO
This portfolio reflects the work Pete Ficht has done over the last 20 years.
It contains five sections: Laird Superfood (2020-2021), Thetus (2014-16), PCD Group (2009-14), Freelance (2009), and Site9 (2003-08). Does not include consulting work from GurUX Bend (2016-2022). View/download Pete’s design resume.
LAIRD SUPERFOOD - Sisters, Oregon
UX/UI Designer, 2020 - 2021
I was the primary UX & UI designer for the Laird Superfood eCommerce website. I did extensive competitive and best practices research and oversaw our user testing. I created requirements documentation, high-fidelity wireframes and prototypes for many pages on the site, including a successful major site design overhaul of eCommerce site, which resulted in many positive outcomes, including reducing cart abandonment rate by 47%. I worked closely with other designers and developers. I was proud to be part of the eCommerce team when Laird Superfood went public. Below are 2 case studies from my time at Laird Superfood.
CASE STUDY STRUCTURE - ENHANCING THE PRODUCT PAGE EXPERIENCE
1. Project Overview: Introduction
Scope
Background
2. Empathize: Understanding the Landscape
Competitive Research
Key Findings
3. Define: Defining the Challenge
User Persona: The Purposeful Shopper
Problem Statement
4: Ideate: Crafting the Solutions
Brainstorming With The Team
5 Prototype: Building the Blueprint // Bringing Ideas to Life
Wireframes & Mockups
Design Documentation
6. Test: Refining Through Testing
Testing Insights & Impact: AB Testing, Customer Feedback Surveys
7. Conclusions
Final Takeaways
INTRODUCTION:
Project Scope
Project Name: Laird Superfood
Designer: Pete Ficht
Timeline: 2020-2021
Background
When I started working with Laird Superfood, my focus was on enhancing the user experience across multiple areas of the website, including the homepage, product pages, categories, and the mega menu. For this case study, I'll be highlighting my work on the product page redesign, which was a crucial element in the shopping experience.
Laird Superfood, founded by big wave surfer Laird Hamilton, is dedicated to creating high-quality, plant-based products that fuel an active lifestyle. With a growing digital presence, Laird Superfood needed an optimized homepage that would effectively communicate its brand values, enhance user engagement, and ultimately drive conversions. As part of the website revamp, I focused on multiple areas of the website, including the homepage, categories, mega menu, and product pages. This case study focuses on optimizing the product page to improve conversions, enhance usability, and reduce customer support inquiries.
Product Page Screenshot
Empathize: Understanding the Landscape
Analyzing User Behavior & Pain Points
To kick off the project, I started by analyzing user behavior on the product pages. While I didn't conduct direct user interviews, I leveraged existing customer insights, analytics tools, and competitor research to gain a deeper understanding of user pain points.
Key Insights from Data Analysis:
Heatmaps showed that users were clicking heavily on the product images but weren’t scrolling enough to explore detailed descriptions.
Google Analytics revealed a high bounce rate on product pages, indicating that users were not finding the information they needed to make a purchase decision.
Customer journey analysis suggested that many users abandoned their carts after landing on the product page, suggesting a lack of clarity in pricing, product benefits, or trust signals.
Competitive Research:
Laird Superfood was a pioneer in the dairy-free creamer market, but many competitors had since emerged. I analyzed leading brands such as Four Sigmatic, Vital Proteins, and Califia Farms to understand their approach to product pages. I noticed that many competitors focused heavily on social proof (reviews, testimonials) and had more engaging product imagery, something Laird could improve upon.
The Main Competitors
Key Observations:
Product Imagery: All brands utilize high-quality images; however, Laird Superfood emphasizes lifestyle contexts, enhancing user connection.
Product Descriptions: While all competitors provide detailed information, Laird Superfood's descriptions are particularly comprehensive, focusing on both benefits and ingredients.
User Reviews & Ratings: Incorporating customer feedback is a common practice, with all brands showcasing reviews to build trust.
Subscription Options: Subscription models are clearly presented across all brands, offering customers convenience and savings.
Nutritional Information: Transparency in nutritional content is maintained by all, with easy access to detailed information.
Trust Signals: Displaying certifications and quality assurances is a standard practice, reinforcing credibility among consumers.
This analysis underscores that while Laird Superfood aligns with industry standards in key areas, its emphasis on lifestyle imagery and comprehensive product descriptions may offer a competitive edge in engaging health-conscious consumers.
Competitor Analysis Comparison Table
DEFINE: Synthesizing the Findings
Using the insights from the research phase, I developed user personas to better define the audience. Laird’s ideal customer is young at heart, highly active, and conscious about nutrition. Many are fitness enthusiasts who seek clean, portable supplements to fuel their daily routines.
Meet Our Users: The Active & Health-Conscious Consumer
Our primary audience included:
Athletes & fitness enthusiasts looking for clean and convenient supplements.
Environmentally conscious consumers who avoid animal-based products.
Outdoor adventurers needing travel-friendly nutritional options.
Eco-conscious shoppers who prioritize sustainability and ethical sourcing.
Health-conscious consumers seeking clean, plant-based nutrition.
Customer Profile
Problem Statement:
"Health-conscious consumers struggle to find clear, FDA-compliant product information and seamless purchasing options on the Laird Superfood website. How might we optimize the product pages to improve clarity, trust, and conversions?"
Key User Needs:
Quick access to product benefits without excessive scrolling.
Clear and transparent pricing with subscription and bulk options.
Stronger visual storytelling to highlight natural ingredients and brand authenticity.
A more intuitive purchase flow that reduces cart abandonment.
IDEATE: Crafting the Solutions
Brainstorming with the Team
I collaborated with the eCommerce manager, visual designers, and developers to brainstorm ways to enhance the product page experience. We explored multiple concepts and aligned on key design principles:
Key Design Considerations:
Simplify the layout: Reduce clutter and prioritize key product information above the fold.
Enhance storytelling: Use high-quality lifestyle imagery and ingredient spotlights.
Improve purchase options: Introduce a clearer distinction between one-time purchases and subscriptions.
Incorporate microinteractions: We explored adding subtle animations, such as the add to cart icon that wiggles to remind the user.
Wireframe drafts
Information architecture flow
PROTOTYPE: Bringing Ideas to Life
Building the Blueprint
After finalizing the information architecture, I created wireframes to map out the new structure of the product pages. The prototype included:
Above-the-fold information with a prominent “Add to Cart” button.
Tabbed content sections for ingredients, nutritional benefits, and reviews.
Subscription savings calculator to encourage recurring purchases.
Social proof integration featuring videos of customer testimonials and UGC (user-generated content) images.
Once the wireframes were refined, I developed high-fidelity prototypes in Figma, refining details to ensure a visually compelling and intuitive layout. All interactions were then clearly annotated for the development team.
Product Page Screenshot before & After
TEST: Refining Through Testing
To validate the new design, we conducted in-house usability testing. We also performed eye-tracking studies and A/B testing.
Testing Results & Impact
Conclusion : Refining Through Testing
Final Takeaways:
The homepage redesign for Laird Superfood successfully enhanced the user experience by:
Creating a stronger brand presence: More compelling visuals and messaging.
Improving navigation and usability: Making it easier for users to explore products.
Driving higher engagement and conversions: Resulting in measurable business growth.
This project reinforced the power of user-centered design and data-driven decision-making in eCommerce UX. By blending aesthetics, usability, and strategic content placement, we delivered a homepage experience that better served both the brand and its customers.