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The brand wasn't content with a static online presence and they craved a more dynamic digital space that fostered deeper connections with customers and expanded their reach. This project aimed to cultivate a more engaging online experience, one that reflected their passion for quality and the versatility of their delicious spuds.


Farming & Retail

Design Solutions

User Research
Competition Analysis
Stake Holder Interviews


1 Month

These spud specialists ditch boring potatoes for delicious, bite-sized Creamers packed with flavor and nutrition. Cultivated with care, their convenient potatoes prove good things come in small packages.

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In spite of their delectable Creamer potatoes, their brand story wasn't reaching its full potential. Highlighting what makes them unique could help them stand out in the crowded potato market. By finding a way to connect with potential customers and establish a strong brand identity, they can become the go-to for little potato lovers.

Connecting Goals to Research

Recognizing the need to bridge the gap between user needs and The Little Potato Company's online presence, we conducted a comprehensive research phase. This phase focused on gathering user behavior, preferences, and pain points through surveys, interviews, and stakeholder insights and conducting a competition analysis.

Stake Holder Analysis

Engaging with key stakeholders within The Little Potato Company provided valuable insights into their vision, goals, and any internal challenges related to the online presence.

Business Analytics

Before revamping the website, we needed to understand who uses it. This revealed key user groups:

  • The Busy Professional: Craving quick & convenient solutions.

  • The Busy Parent: Needs healthy, fast meals that entice even picky eaters

Competitive (SWOT) Analysis:

Learning from the competition is valuable. We analyzed the online presence of The Little Potato Company's key competitors, identifying best practices and potential areas for differentiation.

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Information Architecture

Before diving into design, we prioritized organizing the website effectively. This meant clearing clutter and focusing on what mattered most. We started by removing unnecessary pages, especially recipe-heavy ones, to highlight the company's main focus: potatoes.

Our strategy emphasized user-friendly content to showcase the potatoes' benefits upfront. By prioritizing user needs, our goal was to create a website that resonated with visitors, spotlighting the Little Potato Company's offerings and fostering meaningful connections.

Potato Pop-Up Adventures

We didn't stop at simply making the potatoes the heroes. While functionality and visual appeal were crucial, we wanted to create a truly engaging user experience. Enter the concept of "Easter eggs" – unexpected surprises scattered throughout the website.

We didn't stop at simply making the potatoes the heroes. While functionality and visual appeal were crucial, we wanted to create a truly engaging user experience. Enter the concept of "Easter eggs" – unexpected surprises scattered throughout the website.

Expanding the Narrative: Partner Pages

Having established the Potato Power on the website, let's shift gears and explore another crucial aspect – supporting the heroes behind the scenes. Traditional website design often focuses solely on the brand and the end consumer. However, in the case of Little Potato Company, a strong network of partners plays a vital role: farmers and retailers.

Farmers Page: The farmer's page goes beyond simply listing benefits. It delves into their stories and backgrounds, showcasing the passion that goes into producing these unique potatoes. Users can meet the faces behind the Little Potato Company story, fostering a deeper connection and appreciation for the product.

Retailers Page This page provides more than just a list of companies carrying Little Potato products. It showcases retailer testimonials and insights into the brand's performance. This allows users to understand where to find these spuds and also see the positive impact Little Potato Company has on its partners.

Connecting with Users & Addressing Needs

The "Journey" page and dedicated partner pages fostered a strong user connection, but a great experience goes beyond storytelling. Understanding user research on busy schedules, we tackled recipe challenges in two ways:

Simplified Recipes: "Quick Bites" with catchy names offered immediate inspiration and highlighted Little Potato versatility.

Homepage Hero: Prominent messaging addressed prep time concerns: "Easy to Prep, Ready to Cook" alongside recipe access.

Wire-framing the Potato Experience

With a clear user experience roadmap established through IA, we began translating user needs into engaging wireframes. Here, the focus wasn't just on functionality; it was about elevating the potatoes.

Potato Heroes: Functionality takes a backseat! We envisioned the website as an organic landscape, mirroring the unique shapes and sizes of Little Potato Company's products. This playful approach emphasizes their special qualities, making them the true stars.

Organic Shapes: The website embraces an organic design, reflecting the inherent uniqueness of each potato. Imagine rolling hills and playful curves, creating a visually appealing experience that celebrates these spuds.

Newsletter Signups: Beyond the Afterthought

Storytelling to rescue again: The website served as a launchpad for the Little Potato Company story, but our goal extended beyond a single visit. We wanted to foster a lasting connection with users and build a strong community.

Lesson Learned

A Design Lesson:
The Little Potato Company website refresh aimed for user-centric brilliance. The initial design? Unique, visually stunning... and ultimately rejected. Why? We got caught up in creating something "out there" and overlooked stakeholder concerns. They felt the design, while beautiful, didn't address the core user experience issues or effectively connect with farmers and retailers.

Listen Closely, Iterate Boldly

This rejection was a wake-up call. We hit the pause button, listened actively to stakeholder feedback, and refocused on user needs. The final design addressed both – a user-friendly experience with clear communication, and a compelling brand story that highlighted the farmer connection.
The results? A user magnet that skyrocketed sales and deliveries, and even snagged a prestigious W3 Gold Award. This project underscored the importance of balancing user needs with stakeholder vision. It's not just about creating a beautiful website; it's about creating one that solves problems and resonates with everyone involved.


The Secret Sauce to Success

The Little Potato Company website refresh wasn't just about aesthetics; it was a user-centric revolution. By prioritizing what mattered most to their audience – a smooth, intuitive experience, clear communication, and delicious recipe inspiration – the website transformed into a user magnet. The Little Potato Company's story is a testament to the power of user-centric design. By putting user needs at the forefront, they cultivated a website that not only looked good, but functioned flawlessly and drove exceptional results.



Users found what they needed quickly and effortlessly, leading to a surge in online orders.



A user-friendly website fostered a positive brand experience, translating directly to increased sales.


Engaging content and clear value propositions enticed users to fill their carts with Little Potatoes.


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